There are some blogs you sit down and plan, and then there are the ones that keep coming back when you’re trying to switch off.

This episode is about one of those.

It started with something I kept noticing about counsellors, and the more I saw it, the harder it became to ignore. Not just what people were struggling with, but what they were making it mean about themselves… and how much weight that was carrying.

I didn’t set out to write a blog about it. I just found myself wanting to say something to those people.

This is about what happened next, and why I nearly didn’t share it.

If you want to see the kind of blogs I’m talking about, these are the ones that came from moments like that:

An open letter to therapists with mental health issues

An open letter to new counsellors and therapists

An open letter to the counsellor who’s finding marketing hard

Dear Santa

This month’s Framework First walks you through exactly how to write this kind of blog, step by step: Framework First Blogging Method

If this is the first time you’ve come across my work, this is the best place to start: Start Here

If you’ve come across terms like E-E-A-T or YMYL recently and thought…

“I feel like I should know what that means…”

You’re definitely not alone.

In this episode, I’m joined by Theo Ruby - someone I’ve worked with for years and regularly refer people to when they need help with the tech and SEO side of their website.

We’re talking about what’s actually changing when it comes to Google… and why, for once, it’s actually good news for counsellors.

We talk about:

• What E-E-A-T actually means (in plain English)
• What YMYL is and why counselling websites are treated differently
• Why this isn’t about learning a whole new strategy
• How to make small changes that can make a big difference
• Why your experience matters more than ever
• How to use AI without losing your voice
• What Google is really looking for (and what it’s starting to ignore)

This isn’t about trying to “keep up with SEO.”

It’s about something much simpler.

👉 helping the right people find you

👉 helping them recognise themselves in what you write

👉 and making it easier for them to feel confident reaching out

And actually…

Most counsellors are already doing parts of this.

It’s just about being a bit more intentional with it.

Instead of writing:

“Anxiety can be managed using…”

You might say:

“In my work with clients, I’ve found…”

Same idea but now you’re showing:

• Your experience
• Your understanding
• How you actually work

And that’s exactly the kind of thing Google is starting to prioritise.

This is the bit I really want you to take away:

You don’t need to:

• Write more
• Sound more “professional”
• Or become an SEO expert

You just need to:

👉 show more of what you already bring to your work

• Theo’s guide to E-E-A-T: EEAT for Therapists: A Practical Guide to E-E-A-T and YMYL
• Join our FREE live workshop with myself and Theo on 14th May : Make Your Private Practice Website Stand Out Online

Theo Ruby has spent 8 years working exclusively with private practice owners across the UK. He helps therapists, counsellors, and hypnotherapists attract the right clients through SEO, website design, and digital marketing.

Theo knows the mental health sector well. He understands why generic marketing advice rarely fits a private practice, and he builds his work around the specific needs of each practitioner. Having supported hundreds of practice owners, he brings grounded, practical experience to every project. His approach is clear, straightforward, and focused on results that matter. Find out more at theoruby.com.

There are a few things I see on counselling websites all the time.

They’re not big, obvious mistakes. In fact, they’re usually things you’ve added because you’re trying to do things properly - be clear, professional, and helpful.

But the way they show up can quietly change how your website feels to someone who’s already unsure about reaching out.

And that small shift?

It can be enough to make someone hesitate… or leave.

In this episode, I’m talking through three of the most common things I see - the kind that don’t look like a problem on the surface, but can make your website feel heavier, more formal, or just a bit harder to connect with.

If your counselling website isn’t bringing in as many enquiries as you’d expect, there’s a good chance one of these is sitting there.

• The kind of wording that can make your website feel more “official” than you intended
• Why timing matters just as much as what you say
• A small shift that can change how safe your website feels to a potential client

I’ve been exploring this idea a bit more here - how trying to say too much on your counselling website can actually get in the way:

👉 Why your counselling website might be trying to do too much

If it feels like something’s not quite landing , like you’re saying all the “right” things but it’s still not connecting - this is exactly what we work through inside Write Your Homepage.

We take everything that’s currently a bit muddled and turn it into something clear. Clear enough that the right person lands on your page and thinks, ‘that’s me’.

With love,

Jane xx

How do you feel when you hear the word 'niche'?

Because for a lot of counsellors, that’s the moment things start to feel… harder.

What sounds simple on the surface can quickly turn into overthinking, second-guessing, and feeling like you need to get it 'right'.

And that can be where everything stalls.

So ithis episode, I’m sharing something I’ve noticed over the years, and why I’ve stopped using the word 'niche' altogether.

Because the problem isn’t always what we think it is.

• Why this one word can stop people in their tracks
• What’s really going on underneath the hesitation
• The shift that changes how your marketing starts to land
• A different way to think about who you want to work with

If you’ve ever found yourself going round in circles trying to 'figure out your niche', this episode might give you a different way of looking at it.

If you’d like support getting clear on who you love working with and turning that into something that actually connects with clients, check out Write Your Homepage

• Read the blog version
• Explore more resources

• Follow the podcast so you don’t miss the next episode.

If this episode has you thinking, “oh… this feels different… this feels possible”… then this is exactly the work we do together.

My Write Your Homepage session is where we take all those thoughts swirling around your head and shape them into something clear, honest, and recognisable to the right clients.

Because you don’t need to become someone else to make your marketing work.

You just need help putting into words what you already know (even if it doesn’t feel like it yet).

👉 Take a look and see if it feels like the right next step

And if you’re not quite ready for that, that’s completely okay.

Start here instead

There’s something that doesn’t quite add up in counselling...

We’re trained to be a blank slate…

and yet we’re also trying to build connection, trust, and a sense that someone feels understood before they even reach out.

So where’s the line?

In this episode, I’m joined by Rainbow Tomes, a counsellor, coach and trainer who describes themselves as a ‘mum on a mission’.

Their work is shaped by lived experience, a strong sense of purpose, and a drive to challenge the systems that don’t always support people in the way they should.

This is a really honest conversation about personal disclosure, visibility, and what it means to be ‘human’ in this work… without losing sight of boundaries.

So if you’ve ever found yourself wondering how much of yourself to share, this one will give you plenty to think about.

The tension between being a ‘blank slate’ and building real connection

What personal disclosure actually looks like in practice

The difference between what you share in a session and in your marketing

Why the therapeutic relationship can’t be one-sided

Stepping into visibility (even when it feels uncomfortable)

Systemic harm, grief, and why naming things matters

Rainbow specialises in disenfranchised grief and loss, supporting experiences that are often unseen, unacknowledged, and too often not talked about.

She is the host of the Talking Grief podcast, where she explores these types of conversations in more depth

She is also the founder of The Mental Health People Ltd.

She trains and coaches leaders in more relational, human-centred approaches to mental health and performance. Her work is grounded in a humanistic, integrative approach, incorporating Internal Family Systems (IFS).

Alongside this, she runs a private practice, Rise with Rainbow.

Connect with her on LinkedIn

Start here - my free and paid resources (free resources)

There’s nothing wrong with most counselling websites.

They’re thoughtful. Careful. Full of good intentions.

And yet… people still leave.

In this episode, I’m talking about something I see all the time, websites that are trying to say too much. Not because you’ve got it wrong, but because you care, and you want to get it right.

I share what’s really going on when someone lands on your homepage, why adding more can actually make it harder for someone to choose you, and what to shift so the right clients can actually recognise themselves.

If you’ve ever looked at your website and thought, ‘this sounds fine… but something’s not quite working’, this will help you see why.

We’re getting into:

• Why ‘more helpful’ can quietly turn into confusing
• What potential clients are actually looking for when they land on your website
• The subtle ways self-doubt shows up in your wording
• Why people leave, even when you are the right counsellor for them
• The small shift that helps someone think, ‘this sounds like me’

If this episode has you looking at your homepage a bit differently, this is exactly what I help with in my Write Your Homepage sessions.

It’s a focused 90-minute session where we take what you’ve already written and shape it so the right people can actually see themselves in it, and feel ready to reach out.

There’s currently an introductory price available until 11th April.

👉 Take a look and see if it feels like the right next step

If you’re not quite ready for that, you can explore more free support here:

👉 Start Here

There are a lot of counsellors out there.

And if you’ve ever looked at your website and thought,

this sounds fine… but it doesn’t really sound like me,

this episode will likely hit close to home.

Because clients aren’t choosing based on qualifications alone.

They’re choosing based on something much harder to define,

but much easier to feel.

In this episode, I’m exploring what’s really going on when someone is deciding who to work with, why two counsellors who look similar on paper can create completely different reactions, and how small shifts in your wording can change everything.

If you’ve ever wondered why people land on your website and don’t reach out, this will give you a different way of looking at it.

• What clients are actually responding to when they choose a counsellor
• Why being ‘technically right’ in your wording isn’t always enough
• The subtle differences that make someone think ‘this person gets me’
• Why counselling isn’t one-size-fits-all, and why that matters in your marketing
• How your website shapes the decision before you ever speak to someone

If you’re listening to this and thinking,

‘I don’t think my website is doing that…’

That’s exactly what I focus on in my Write Your Homepage sessions.

We look at how your words are coming across, what your ideal client is picking up on, and how to shape your homepage so it helps the right people feel understood and ready to get in touch.

👉 Find out more about Write Your Homepage

👉 Or, if you want to explore a mix of free and paid support, you can start here

If your directory profile sounds like everyone else’s, this might be why...

If your counselling directory profile isn’t bringing in enquiries, it might not be what you think.

Because often, it’s not about your qualifications…

or your experience…

or even your approach.

It’s because your profile sounds like everyone else’s.

In this episode, I’m sharing why so many counsellors end up blending in on online directories, and what’s really going on when potential clients scroll past without reaching out.

Because when someone is looking for a therapist, they’re already feeling uncertain, overwhelmed… and often a little vulnerable.

So what makes them stop and think:

👉 “This is the person for me”?

And just as importantly… what makes them keep scrolling?

We’ll explore what might be holding your profile back (even if you’ve put a lot of thought into it already)…

And I’ll walk you through a simple step you can take to start changing how your profile connects - something you can put into practice straight away.

If you’ve ever wondered whether your directory profile is really doing its job…

This is well worth a listen.

If you’re listening and thinking “I know this needs work, but I don’t know what to change”…

That’s exactly what I help with inside Directory Revival.

👉 https://www.janetravis.co.uk/directory-revival/