Your First 10 Clients: Marketing Strategies for New Wellness Providers
Reading Time: 8 minutes
Every wellness provider remembers the silence of an empty schedule.
You've poured months, sometimes years, into training and licensing, only to realize that clients don't just appear because you're open for business. In Lancaster's growing wellness community, new providers often find marketing the most intimidating part of private practice. Alison Pidgeon, LPC and CEO of Move Forward Counseling, and Reni Weixler, LPC and CEO of Weixler Consulting, know this journey well. Together, they co-founded Inspire Wellness Collective to help wellness professionals not only find space to practice but learn how to grow sustainably. Because the truth is, getting your first ten clients isn't about having a big marketing budget or being everywhere at once. It's about doing a few things consistently and well.
Why the First 10 Clients Feel the Hardest
Building momentum early is both emotionally and strategically challenging.
Self-confidence and community support matter as much as the tactics you use. Believing you can do it, and having people in your corner, often makes the difference between giving up at month two and building a thriving practice by month six.
Most providers underestimate how much visibility and time it takes to earn those first inquiries. Marketing isn't about shouting louder than everyone else. It's about building trust consistently, showing up authentically, and making it easy for the right people to find you.
The biggest barriers new providers face include uncertainty about where to start, fear of sounding "salesy," lack of confidence in explaining their value, and overwhelm from the sheer number of marketing platforms available. If that sounds familiar, you're not alone. And the good news? You don't need to master all of it, just the essentials.
The Foundation: Know Who You Help (And Why It Matters)
Before you post on social media or design business cards, get clear on who you're trying to reach.
Instead of trying to help everyone, focus on the client you're best equipped to serve.
Write a simple client profile that includes age range, common struggles, goals, and values. Use the language your clients use, not clinical terms. Clarify what transformation you offer. For example, instead of saying "I improve emotional regulation," try "I help you feel calm and capable again, even when life feels overwhelming."
A yoga instructor specializing in trauma-informed movement in Lancaster might speak directly to "women navigating anxiety who want to reconnect with their bodies safely." This clarity guides everything from your website copy to your networking introductions. It helps you show up in the right places and say the right things when opportunities arise.
Why this works:
When you try to speak to everyone, you end up reaching no one. Specificity builds trust. People want to know you understand their exact problem and have helped others like them solve it.
Strategy One: Claim Your Google Business Profile
If potential clients can't find you online, they can't book an appointment. One of the simplest and most effective marketing tools available is Google Business Profile (formerly Google My Business), and it's completely free.
According to a 2024 BrightLocal Consumer Review Survey, 87% of people read online reviews before choosing a wellness provider. Your Google Business Profile is often the first impression someone gets of your practice, and it directly impacts whether you show up when people search for "therapist near me" or "massage therapy Lancaster PA."
How to set it up:
Log into the Google account associated with your business (or create one)
Go to google.com/business and select "Start now"
Fill out your practice details: name, phone number, website, services, hours
Add photos of your office, staff, or building
Write a clear description that includes your specialty and location
Ask satisfied clients to leave reviews
Pro tip: In your profile name, include your license title or specialty (e.g., "Maria Lopez, LMT" or "Wellness Counseling with Sarah Chen, LPC") so you appear in relevant local searches.
Why this works: Google Business Profile connects you directly to people who are actively searching for services like yours right now. Unlike social media, where you're competing for attention, search is intent-driven. Someone typing "anxiety therapy Lancaster PA" is ready to reach out, you just need to be visible when they search.
Keep going: Set up your profile once, but update it regularly with new photos, posts, or hours. Consistency signals to Google (and to clients) that you're active and reliable.
Strategy Two: Build Real Relationships Through Networking
Referrals remain the most trusted pathway to new clients. According to a 2022 American Psychological Association survey, 65% of new therapy clients come from word-of-mouth or professional referrals. For wellness providers, community partnerships multiply both credibility and reach.
But networking doesn't mean attending every event in town or handing out business cards to strangers. It means building genuine relationships with people who already work with your ideal clients.
Where to start:
Connect with local providers through events like IWC's Therapist Networking Event with Free Lunch
Reach out to therapists in your niche who have full caseloads—they often need trusted colleagues for referrals
Meet with primary care doctors, chiropractors, or yoga instructors for 15-minute introductory coffees
Join online communities or local Facebook groups for wellness professionals
What to say: Keep it simple and human. "Hi, I'm Maria. I just started my massage therapy practice and specialize in chronic neck pain. I'd love to learn more about your work and see if we might be good referral partners for each other."
Why this works: People refer clients to providers they know, like, and trust. When you invest in relationships rather than just transactions, you build a referral network that sustains you for years—not just weeks. One strong connection can lead to a steady stream of well-matched clients.
Keep going: Networking isn't a one-time task. Set aside 30 minutes each week to follow up with one connection, attend one event, or introduce yourself to one new colleague. Small, consistent actions compound over time.
Strategy Three: Create a Simple, Searchable Online Presence
Your website doesn't need to be elaborate, but it does need to exist, and it needs to clearly communicate who you help and how. Think of your website as your digital front door. If someone walks up and can't figure out what you do or how to contact you, they'll leave.
Your website checklist:
A homepage that explains who you help and how you help them
A services page with clear descriptions (not just clinical terminology)
An easy-to-find contact form or scheduling link
Your location and hours listed clearly
Testimonials or client success stories (with permission)
Beyond your website, make sure you're listed in relevant online directories. Psychology Today, TherapyDen, and local Lancaster wellness directories increase your visibility and credibility. Many offer free or low-cost listings.
Why this works: Potential clients often research multiple providers before reaching out. A clear, professional website reassures them that you're legitimate, competent, and the right fit. It also improves your search engine optimization (SEO), making it easier for people to discover you organically.
Keep going: You don't need a perfect website to launch. Start simple, get it online, and improve it over time based on the questions you hear from clients. Update your directory listings quarterly to keep information accurate.
Strategy Four: Show Up Consistently on One Social Platform
Social media can feel overwhelming, especially when every expert tells you to be on every platform. Here's the truth: you don't need to be everywhere. You just need to be somewhere, consistently.
Pick one platform where your ideal clients spend time. For many therapists and wellness professionals, Instagram, Facebook, and LinkedIn are the most effective. Choose the one that feels most natural to you, because you're more likely to stick with it.
What to share:
Mental health or wellness tips (e.g., "3 Ways to Calm Your Nervous System Before Bed")
Answers to frequently asked questions about therapy or your services
Behind-the-scenes glimpses of your practice (while respecting confidentiality)
Personal reflections or insights related to your work
Reposts from colleagues or organizations you respect
Aim to post 2-3 times per week. Respond to comments and messages promptly. Engage with posts from other professionals in your field. Social media is about connection, not just promotion.
Why this works: Consistency builds familiarity, and familiarity builds trust. When someone sees your name and face regularly over several weeks, you move from "stranger" to "someone I feel like I know." By the time they're ready to book, you're already a trusted option.
Keep going: Set a timer for 20 minutes, three times a week. That's all it takes to stay visible and engaged. You don't need to post every day or create viral content—just show up reliably as yourself.
A Real Story: Maria's First Ten Clients
Maria, a new massage therapist at Inspire Wellness Collective, started with zero clients. She began by identifying her niche—helping clients with chronic neck pain. She set up her Google Business Profile with clear photos and a description focused on pain relief. She reached out to three local physical therapists and invited them for coffee to learn about their practices.
Within two weeks, she hosted a small posture and neck care workshop in the IWC classroom and invited local yoga instructors to attend. She posted about the workshop on her new Instagram account. Within three weeks, she received her first three referrals—two from physical therapists and one from a yoga instructor who attended her workshop.
By month three, her website started ranking locally for "massage for neck pain Lancaster PA" through consistent blog posts and updated service pages. She reached her tenth client through a combination of Google searches and word-of-mouth referrals. Her growth wasn't explosive—but it was real, replicable, and sustainable.
You Don't Need to Do Everything, Just the Right Things
Getting your first ten clients is not about mastering every marketing platform or spending thousands of dollars on ads. It's about clarity, connection, and consistency.
Focus on these four core strategies: claim your Google Business Profile, build genuine relationships through networking, create a simple online presence, and show up consistently on one social media platform. Do them well, and you'll build momentum that carries you far beyond your first ten clients.
Here's what to remember: Marketing takes time. You won't see results overnight, and that's okay. The providers who succeed aren't necessarily the most talented or the most outgoing—they're the ones who keep showing up, week after week, even when it feels slow.
One reflective question to consider: What's one small marketing action you can commit to this week that helps someone understand how you can help them?
One action step to take today: Pick the strategy above that feels most doable right now and complete one small task toward it—whether that's claiming your Google profile, emailing one potential referral partner, or posting once on social media. Progress builds on progress.
Ready to Grow Your Practice with Community Support?
You don't have to figure out marketing alone. At Inspire Wellness Collective, we provide not just office space but a community of wellness professionals who support, refer to, and learn from each other.
Book a Tour of Inspire Wellness Collective and meet others building their practices in Lancaster. Or schedule a complimentary 30-minute strategy session to talk through your specific growth goals.
Your first ten clients are closer than you think.
With clarity and care,
Reni Weixler, CPC, LPC
Therapist | Executive Coach | Co-Founder, Inspire Wellness Collective