Build a private practice you can rely on, and get back to why you became a therapist
THE STEADY PRACTICE
The Steady Practice is a 12-week programme for therapists who want to attract more of the right clients — without relying on luck, living on social media, or constantly wondering where the next enquiry will come from.
“The enquiries keep coming — I’ve had 14 in a single month and I’m even being recommended by ChatGPT.”
— Kira, Counsellor & EMDR Therapist
Inside The Steady Practice
Join Abby Rawlinson, psychotherapist, author and business coach for therapists, to learn the Steady Practice Method™
A four-stage framework to help the right clients find you, choose you and keep your practice growing.
The reality of building a private practice has changed.
Word of mouth alone isn’t always enough anymore. Directories are more crowded. Clients have more choice. And the way people find therapists is changing.
What used to be enough to build a busy private practice is becoming less reliable.
Which means therapists are having to get much more intentional about how they attract clients — despite most of us never being taught how to do that.
And when you’re figuring it out as you go, it’s easy to end up piecing together scattered business advice, trying different tactics and never feeling quite sure what to focus on.
That’s why I created The Steady Practice: to give you a clear strategy for attracting a reliable flow of client enquiries, without having to figure it all out on your own.
Does any of this sound familiar to you?
Your practice doesn't feel as predictable as you'd like.
Some months your diary fills with ease. Other months are unexpectedly quiet. You’d love a steadier flow of enquiries, so your income feels more predictable and your business no longer feels at the mercy of chance.
01
You know you need a marketing strategy, but you’re not sure where to focus.
Directories, your website, SEO, social media, Google — and now AI. It’s hard to know what deserves your attention, what order to tackle things in, or how it all fits together.
02
You want marketing that fits your life and your ethics.
You don’t want to be constantly online, overshare your personal life or use pushy tactics that don’t sit right. You want a simple, sustainable strategy that fits your priorities, your capacity and the nuances of being a therapist.
03
Putting yourself out there brings up more than you expected.
You know you need to talk about your work, but being visible can bring up self-doubt, comparison and the fear of getting it wrong. You want to feel confident putting yourself out there and have an online presence that you’re genuinely proud of.
04
Trying to grow your practice without the right roadmap can leave you going round in circles.
You keep tweaking your website.
You rewrite your directory profile.
You try Instagram for a few weeks before giving up.
Then AI arrives and suddenly you’re wondering if everything has changed again.
Meanwhile, another month passes.
Your diary still isn’t as full as you’d like.
Your income is still inconsistent.
And perhaps most frustrating of all, you know you’re capable of helping far more people than you’re currently reaching.
And none of this resolves on its own.
Left long enough, this doesn’t just become a difficult season - it becomes the way you run your practice.
There are people out there, right now, looking for a therapist like you.
A steady stream of clients is absolutely possible — even when you feel like you’ve tried everything before.
“I went from inconsistent, misaligned enquiries to a steady stream of enquiries that actually fit my skillset — and I no longer worry about having enough people on my caseload.”
My approach starts with three simple beliefs
01
Most marketing advice isn’t made for therapists.
I worked in marketing for 15 years before retraining as a therapist. Some principles translate brilliantly to private practice. Others don’t belong in the therapy world. I’ll help you understand what to use, what to adapt and what to leave behind.
02
Not every therapist needs a traditional niche.
Some therapists thrive with a clear niche. Others become fully booked working with a broad range of clients. I’ll introduce you to three different positioning paths and help you find the approach that fits you.
03
You don’t need to be everywhere.
Some therapists love writing. Others enjoy Instagram. Some fill their practices almost entirely through referrals and search. I’ll help you understand what works, why it works, and which combination is right for you.
I’ve been there
When I qualified as a therapist in 2019, I wanted one thing.
A private practice I could rely on.
Not one that was full one month and quiet the next. Not one built on hope, luck or waiting for referrals. One that could genuinely support me and the life I wanted to build.
Instead, month after month, I found myself checking my inbox — never sure where the next enquiry was coming from. And I began to think the problem might be me. That maybe I just wasn't a good enough therapist.
I didn't even trust my private practice enough to leave my part-time marketing job.
I'd spent years retraining. Thousands of pounds. And part of me was starting to wonder whether I'd made a huge mistake.
Then, in 2020, I was made redundant from my marketing job.
Suddenly, the backup plan I’d been relying on disappeared. For the first time, I had no choice but to make my private practice work.
It was terrifying.
But it also forced me to stop hoping the enquiries would become more consistent, and start getting curious about why they weren’t.
That’s when everything started to change.
I started looking closely at how people actually find and choose a therapist. I researched. I tested things. I paid attention to what actually led to enquiries. I threw out the advice that didn’t fit the therapy profession and kept refining what did.
Within three months, I was fully booked with a waiting list. And I’ve had a steady flow of enquiries ever since.
But being fully booked wasn’t actually the biggest change.
For the first time, I had choices.
I could raise my fees without worrying that the enquiries would dry up. I could reduce my client load. I could restructure my week around the way I actually wanted to work, rather than letting the availability of clients dictate my diary.
Eventually, I freed up two whole days a week.
That gave me the time and headspace to write my book, create courses, say yes to opportunities I never imagined possible, and eventually help other therapists build practices that support the life and career they want too.
None of that was ever part of the plan.
It simply became possible because I’d finally built a private practice I could rely on.
A private practice you can rely on gives you…
The security of knowing where your next clients are coming from.
The confidence to charge properly for your work.
The freedom to choose your clients, your hours and how you want to work.
The headspace to keep learning, explore new ideas and pursue other opportunities.
The financial breathing room to take proper time off throughout the year.
The space for yourself, your family and the things that matter outside work.
INTRODUCING
The Steady Practice
A 12-week group programme for therapists who want to attract more of the right clients.
Together, we’ll replace guesswork with one clear roadmap - so you know what to focus on, what’s worth your time, and how all the pieces fit together.
The Roadmap
Become Clear
Gain complete clarity on your positioning, messaging, pricing and long-term vision — so every marketing decision becomes simpler.
Become Visible
Make it easy for the right people to find you — through a website that converts, Google, AI search, directories and content that attracts the right enquiries.
Become Chosen
Build the trust and reputation that turns visibility into booked clients — with referrals, credibility signals, emails and an enquiry journey that helps more people take the next step.
Become Sustainable
Build a business that doesn’t rely on constant hustle — with simple systems, repeatable marketing and the freedom to create new income streams if and when you choose.
Here’s what’s included
Everything you need to stop guessing and start building a private practice with confidence.
The Complete Roadmap
A complete step-by-step video curriculum for becoming Clear, Visible, Chosen and Sustainable — yours for life, so you can follow the roadmap now and return to it as your practice evolves.
Six Live Group Coaching Calls with Abby
Bring your website, copywriting or social media questions. Get personalised feedback and leave each call knowing exactly what to do next.
A Private Community of Therapists
Building a practice can feel surprisingly lonely. Ask questions, share wins and learn alongside therapists doing the same.
The Steady Practice Workbook
Everything you learn, brought together with exercises, prompts and templates — so you put each lesson into practice, not just watch it.
Founding Member Price
£897
(for a programme worth £2,491)
Pay in full or 3 monthly payments of £315
This is the first cohort of The Steady Practice — and the lowest price it will ever be offered.
Founding price ends 8th October 2026. Future cohorts will be £1,197.
Success Stories
Therapists in private practice
“Since working with Abby I’ve had consistent weekly enquiries — 2 to 3 a week — a lot more website traffic, and a solid number of clients each week. I’d encourage anyone feeling stuck or unsure to sign up.”
“When social media wasn’t working, I started wondering whether my clients were even out there. Abby helped me understand where they were actually looking for therapists and how to make sure they could find me. Now the enquiries keep coming.”
“Working with Abby was one of the best investments I’ve made in my business. She helped me re-fall in love with my work and I’m forever grateful.”
A Look Inside Each Module
1 Phase OneBecome Clear
2 Phase TwoBecome Visible
3 Phase ThreeBecome Chosen
4 Phase FourBecome Sustainable
How it works
Get immediate access to Phase One
Get all of the Phase One lessons and your Steady Practice workbook as soon as you join. A new phase is released every three weeks, with lifetime access to the full programme — so there’s no pressure to keep up.
Join two live group coaching calls each month
Bring your questions and get personalised input on everything from your website, social media and copywriting to visibility fears, confidence and imposter syndrome — while learning from the questions and experiences of other therapists too.
Learn alongside a community of therapists
For the full 12 weeks, you’ll have a private space to ask questions, share wins and get ongoing support and encouragement from me and your fellow therapists between calls.
Start attracting a steady flow of client enquiries
By Christmas, you’ll have a clear, personalised strategy in place, be building a steadier flow of the right client enquiries, and have systems in place to keep everything running smoothly.
FEATURED IN:
Abby Rawlinson
Psychotherapist, author, and business coach for therapists
Why learn this from me?
I’m a psychotherapist, business coach and former marketing professional — so I understand both sides of building a successful private practice: how to help people, and how to help the right people find you.
It changed my life.
Learning how to market my practice in a way that actually worked — and still felt like me — helped me build a fully-booked private practice, grow a community of more than 250,000 people, land a six-figure book deal with Penguin, and create a business that gave me the freedom to work three days a week and have more time with my son.
Along the way, my work has also been featured by publications including Forbes, The Times, Women’s Health and Psychologies. I’ve collaborated with leading brands and been invited onto stages, panels and podcasts to talk about mental health and wellbeing.
But none of that happened because I’m a better therapist than anyone else.
It happened because I learned four business skills most therapists are never taught:
That’s exactly what The Steady Practice is designed to teach you.
→ Yes, I Want In!“Abby made marketing feel simple instead of overwhelming. She gave me a clear plan, practical feedback and the confidence to finally start showing up consistently.”
CarolyneChartered Psychologist“Within 48 hours of making Abby’s website recommendations, I received four new enquiries.”
ElizabethIntegrative Psychotherapist“Working with Abby gave me the confidence to think beyond 1:1 therapy. I’ve expanded into online education and started building additional income streams alongside my practice.”
CarolinePsychotherapist“Working with Abby transformed my private practice. My visibility increased, my enquiries grew, and I finally knew how to communicate my value with confidence.”
HannahCounsellor & Psychotherapist“After years of trying different business coaches, Abby was the first person who truly understood therapists. I finally found a marketing strategy that fitted me—and started seeing real momentum.”
SophieCounsellor & Meditation Teacher“Instead of trying to do everything, Abby helped me focus on what actually mattered. I completely overhauled my website and finally had a clear direction for growing my practice.”
NatashaCBT & EMDR Therapist“My website started bringing in enquiries instead of just existing.”
TanyaIntegrative Psychotherapist“I stopped guessing what to work on next.”
EmilyEMDR Therapist“For the first time, marketing felt manageable.”
HelenChartered Psychologist“I finally understood how therapists can market themselves ethically.”
DavidCounsellor
This is for you if:
You want a steadier flow of enquiries, so your practice feels more predictable and financially secure.
You want a clear, step-by-step roadmap for attracting clients — what to focus on, in what order, and how it all fits together.
You've been told to "just niche down" or "just post more on Instagram" — and it's never felt like the whole answer.
You want to know what’s actually working for therapists now — and how to choose the positioning and marketing strategies that make sense for your unique practice.
You want more than another online course — you want personalised support, somewhere to bring your specific questions, and a community of therapists building alongside you.
Frequently asked questions
As soon as you join, you’ll get immediate access to all of the Phase One lessons and your Steady Practice workbook, so you can start working through them in your own time.
The programme is split into four phases across 12 weeks, with a new phase released every three weeks. You’ll have lifetime access to the full programme, so there’s no pressure to keep up or complete each phase before the next one is released.
The live coaching calls are your chance to get personalised support with your own practice. Bring me whatever you’re working on — whether that’s your website, social media, copywriting or messaging, or you’re struggling with things like visibility, confidence or imposter syndrome. You’ll be able to ask questions, get my input and feedback, learn from the questions and experiences of other therapists, and get support from people who understand what it’s like to put yourself and your work out there.
Our first live group coaching call is on Tuesday 13 October at 11am (UK time). From there, we’ll meet every other Tuesday at 11am, with our final live call happening before Christmas.
Can’t make a live call? Every session is recorded, and you can submit your questions in advance for me to answer on the call, then catch up on the replay whenever suits you.
The Steady Practice is a 12-week business and marketing programme for psychotherapists, counsellors, counselling psychologists, clinical psychologists and other talking therapists who want to build a steadier, more sustainable private practice.
Whether you’re an experienced therapist wanting to grow your private practice, relatively new to private practice, or planning to set one up, The Steady Practice will give you a clear roadmap for attracting the right clients and building a practice that works for you.
Whether you work online, in person or a mixture of both, you’ll learn how to clarify your positioning, improve your website and social media, get found through Google, directories and AI search, and build a personalised marketing strategy that brings it all together — without feeling like you need to spend your life marketing.
Not at all. In fact, it can be a brilliant time to start. You get to build strong foundations from the beginning, rather than piecing things together as you go and having to rethink them later. Whether you’re looking for your first client or your fiftieth, the principles are the same. We’ll simply apply them to where you are now.
Not if you’re ready to adapt to how private practice is changing. Many of the therapists I work with have been qualified for years. They already have a good practice, but they’re noticing that what worked five years ago isn’t working in quite the same way now. This programme helps you adapt without starting from scratch.
Yes. Not every therapist needs a traditional niche. Some thrive as generalists, while others become known for a particular area of interest. Inside the programme I’ll walk you through three different positioning approaches, so you can choose the one that fits how you actually want to work. Nobody is going to force you into a niche.
I understand why. Most marketing advice wasn’t written for therapists. Before retraining, I spent over 15 years in marketing. Then I had to work out which principles actually transfer to a profession where ethics matter, trust comes first and selling often feels uncomfortable. That’s what this programme teaches — not generic marketing, but marketing designed specifically for therapists.
We’ll meet for six live group coaching calls across the 12 weeks, all on Tuesdays at 11am (UK time).
The dates are: 13 October · 27 October · 10 November · 24 November · 8 December · 15 December.
If you can’t make a call live, don’t worry. Every session will be recorded and available to watch afterwards, and you can send me your questions in advance so I can answer them on the call for you to catch up on in the replay.
Less than you probably think. Most lessons are around 15–30 minutes long, and the one-hour live group coaching calls happen twice a month. Beyond that, you can work through and implement everything at your own pace.
You’ll have lifetime access to all the video lessons and the workbook, including the exercises, prompts and templates, so there’s no pressure to get everything done within the 12 weeks.
Yes. The live coaching calls are where we take what you’re learning and apply it to your own practice. You’ll be able to bring your questions, get my feedback and work through the places you’re feeling stuck — whether that’s your positioning, your website, your visibility strategy, social media or something else.
So while you’ll be learning alongside a group, the advice you get won’t be one-size-fits-all.
No. If you already have a website, we’ll work on making it easier to find and more effective at turning visitors into enquiries. If you don’t have one yet, I’ll show you exactly what needs to go on it before you build.
Not at all. Plenty of therapists fill their practices through Google, directories and referrals. There’s a lesson on Instagram if you want it — and complete permission to skip it if you don’t. You don’t need to be everywhere. You just need to be findable in the places your clients are already looking.
I completely understand. Investing in your business can feel uncomfortable, especially when the thing you’re hoping to improve is your income. That’s why there’s a payment plan of three monthly payments of £315. I’d also encourage you to look at the investment in the context of your own fees. Work out what one or two long-term clients are worth over six months. I’m not making promises about results, but it can be a helpful way of thinking about the return on your investment.
As this is professional training for your business, you may also be able to claim the cost as a business expense — check with your accountant if you’re unsure.
Have any other questions?
Contact me and I'll be happy to answer.
If you’ve read this far, you’re probably not looking for another tactic. You’re looking for one plan you can trust, and someone to ask when you get stuck. That’s what the next twelve weeks are. I’d love to have you in the first cohort.
— Abby
Everything you get
Love it or leave it
Start Phase One and experience our first live coaching call. If you’ve engaged with the programme and decide it genuinely isn’t right for you, email me by 15 October and I’ll refund your payment in full.
No hoops or lengthy forms. I want you to stay because The Steady Practice feels genuinely useful to you.
Founding Member Price
£897
Founding price ends 8th October 2026. Future cohorts will be £1,197.