How Do I Find My Niche as a Therapist? [A Step-by-Step Guide]
Whether you’re just starting your practice or trying to refine your business after years in the field, you’ve probably heard the advice “find your niche!” time and time again.
And for good reason–finding your niche as a therapist is a key part of honing your clinical skills, marketing your practice, and ultimately being the most effective therapist possible (both for your clients and for your own well-being). Read more about the benefits of niching here.
But actually finding that niche can be easier said than done, especially if you paid your dues at an agency where you were required to work with anyone and everyone who came in your door, regardless of fit (speaking from personal experience here 😅). There’s all kinds of stuff that can come up when exploring therapy niches, from guilt and imposter syndrome to relief and excitement–and everything in between.
I’m here to reassure you that it’s absolutely okay to not be the right fit for everyone. In fact, getting clear on your niche can be helpful for your clients, potential clients you turn away, yourself, and your business.
That’s why I created this guide. Here, I offer some actionable steps you can take to choose which therapy niche is right for you and how you can start implementing it in your business
Let’s dive in.
7 steps to find your therapy niche
1. Think about your “favorite” clients.
I know, I know. Therapists aren’t supposed to play favorites. But I don’t mean “favorite” in the way that you think they’re better than anyone else–just that you may feel your work together is more impactful, or maybe you have a person-level therapeutic connection that’s on a different level.
How to do it: Reflect on a handful of clients, either past or current, that you felt most fulfilled working with. What themes, issues, or demographics do they have in common?
Why it helps: Drawing on your real-world experience (even if it’s solely from your practicum hours) highlights the clients that you naturally gravitate toward.
2. Try the “If I had a megaphone” exercise.
While drawing on your clinical experience is helpful, you may also want to explore niche areas that aren’t reflected in the populations you’ve directly worked with. Instead, think about the topics that would motivate you to get on your soapbox and talk for hours.
How to do it: Imagine you’re in front of a captive audience–what’s one issue you’d be excited to talk about? What do you wish more people understood about therapy or certain populations? (And if public speaking’s not your thing, think about what you could write or read about for hours.)
Why it helps: This can reveal the topics that you’re most passionate about educating others about. And since psychoeducation (and receiving your own continued education) is a key part of therapy, don’t underestimate this thought experiment.
3. Find your anti-niche.
Thinking about populations or issues you’d prefer not to work with can be just as effective as reflecting on the areas you feel passionate about. Remember, it’s not about putting certain people or struggles down–it’s just about being honest with yourself about your capabilities, passions, and capacity.
How to do it: Make a list of topic areas that you don’t resonate with or enjoy working with. What’s left? How do you feel about those areas?
Why it helps: When trying to decide what you do want or like feels overwhelming, thinking about what you don’t like can feel less daunting.
4. Ask your colleagues for their thoughts.
Your coworkers can’t make practice decisions for you, but they can be a helpful resource when considering your strengths and weaknesses. Plus, they can reflect your own insights from previous consultations back to you.
How to do it: Ask a few trusted colleagues (supervisors, fellow therapists, classmates from grad school): “What do you think I’m especially good at as a therapist?” Pay attention to patterns that come up as you speak to different people.
Why it helps: Getting an external perspective can help reveal hidden strengths that can be hard to notice close-up.
5. Consider market needs.
While it’s most important that you enjoy whichever niche you choose, it also helps if there’s a strong demand or a gap in your local market.
How to do it: Reflect on what your local therapy scene is lacking. Is there a need for more EMDR therapists? Is there a lack of eating disorder specialists, Christian couples therapists, or chronic pain therapists?
Why it helps: If there’s a gap in your local market, filling it positions you as the go-to expert in your area. Just make sure it’s something you’re also passionate about!
6. Track your emotional energy.
Having a hard time tuning in to how you feel about certain populations or treatment areas? Give yourself some data to analyze. Seeing your responses documented in front of you can offer a whole new perspective.
How to do it: For a couple of weeks, track your emotional response after each client session. Do you feel energized, drained, or somewhere in-between?
Why it helps: Your emotional responses can guide you toward (or away from) specific client populations or issues. Of course, there’s more that influences your mood than the session alone, but it can still be useful to see what patterns emerge.
7. Draw from your own lived experience.
Let’s be real–so many of us become therapists as a result of our own interest in mental health and personal experiences with therapy. And while we want to avoid countertransference, it can also be incredibly powerful to draw from your own journey while working with clients.
How to do it: Reflect on your path to becoming a therapist. What challenges have you overcome? What insights have shaped your approach? Consider how your lived experience can inform your work.
Why it helps: Your personal connection to a niche can make your work feel more meaningful and relatable. Clients often resonate with therapists who truly "get it," which can help build trust and deepen your therapeutic rapport. Plus, your own experiences can give you unique insights that set you apart from other clinicians.
Common hesitations about niching (and how to overcome them)
Many therapists feel apprehensive about niching down, especially those who are early in their career or who’ve been repeatedly encouraged to be a generalist.
Those feelings are valid–and I still recommend finding your niche as a therapist.
Let’s break down some of the common hesitations I’ve heard both working as a therapist and as a marketer for therapists.
“I’m afraid of turning away potential clients.” Niching doesn’t have to mean saying “no” to the general inquiries you get–it just means marketing to a specific audience. Plus, there will always be clients who will be better served by another clinician.
“What if I want to change my niche later?” Choosing a niche isn’t signing a lifelong contract. You can further refine or expand your niche as your career progresses.
“I like working with different types of clients.” Great! A niche doesn’t have to be just one “type” of client. It can be a common struggle (e.g., complex trauma, ADHD) or a therapeutic approach (e.g., somatic therapy). You can also have multiple sub-niches within a particular area (e.g., working with high-achieving professionals across different industries) for some diversity.
“Do I have enough experience to specialize?” You don’t need to be the ultimate authority—just knowledgeable and passionate about your focus area. Even years into your career, you’ll still ned to continue your professional development. Specializing early can help you build deeper expertise faster.
It’s completely normal to have doubts about narrowing your focus, but finding a niche doesn’t have to mean limiting yourself. Instead, think of it as positioning yourself to do your best work with the clients who can benefit from your particular support the most.
Final thoughts
Finding your therapy niche can be daunting, but these concrete steps (and some reflection on what’s holding you back from niching) can help you make progress toward crafting a practice that feels truly aligned with your goals, needs, and skills.
Once you’ve chosen your niche, it’s time to take the next step: marketing your niche!
At TherapieSEO, we specialize in helping physical and mental health business owners like you reach more clients on Google. Building our clients’ reputation in their niche online is at the core of what we do, so if you’re ready to bring your niche to the world, let’s talk!
