14 | Post-COVID Impact on Therapy Practices with Lianne Perry
Lianne Perry, a Vancouver Island-based virtual therapist, shares how she nearly lost her practice during the post-COVID crash of 2023 and discovered what was actually holding her back. After trying everything—blog posts, office space, contract positions—she realized her "dead website" was the real problem. In this candid conversation, Lianne reveals exactly what changed and why therapists are so bad at the business side of practice.Key Takeaways
- Your website is either working for you or against you. Lianne's was listed as "in-person Victoria counselor" while serving online—no wonder clients couldn't find her.
- You don't know what you don't know. Most therapists skip business training and feel ashamed they "should" know this stuff. Spoiler: nobody's teaching it.
- Marketing isn't selling. It's making sure the right people can find you. When Lianne understood this shift, everything changed.
- Week Three is where the breakthrough happens. The moment it clicks that visibility is learnable, like any other skill.
- AI isn't cheating. It's optimization. Once Gen X therapists get over the baggage, AI becomes their competitive advantage for SEO and content.
- Geographic targeting matters. Going from "local only" to reaching multiple regions online completely changed her referral sources.
- Real metrics tell the story. Blog hits went from 35 in 7 years to 30+ on a single post. Website referrals went from nearly zero to 20+ in 8 weeks.
The Real Business Training Gap
Lianne's spent thousands on clinical training—EMDR, Gottman couples, master's degrees. Zero on business training. And she feels ashamed about not knowing what she "should" know.
Cecilia's take: Therapy schools assume everyone will be self-employed but don't teach business. No other profession does this. Massage therapists, occupational therapists, chiropractors—they all get business training. Therapists? We come by our ignorance honestly and then shame ourselves for it.
How Marketing Mental Health Services Actually WorksLianne's original assumption: "Pretty website = clients will find you"
The truth: It's not about being salesy. It's about ethical visibility. Show up. Be authentic. Speak to your ideal client. Make it easy to find you.
The magic: When people find you and your message resonates—that's when they pick you. Not because you convinced them, but because you showed them who you are and it felt like a fit.
Purpose & Profit: Scale Your Therapy Practice
Scale Without Sacrifice.
Hosted by Cecilia Mannella
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