Business of Therapy®

Kelly McKenna, Therapist & Business Coach
  • 4.9 (88)
  • Entrepreneurship
  • Updated Weekly

Are you a therapist that’s dreaming of your own 6-figure practice and all the freedom that comes with it? You’re asking yourself questions like “How do I build a business?”, “Do people really get private pay clients from Instagram” and “How can I scale beyond therapy?”  You’re in the right place.  Welcome to the Business of Therapy® Podcast. Here you’ll find honest conversations about what it truly takes to be successful as a therapist— the good, the bad, and the ugly all included.  You’ll hear actionable advice for filling your caseload, best practices for growing on Instagram, and so much more. I’m your host, Kelly McKenna. I left burnout and nonprofit work behind to start my own private practice and ended up earning $250,000 my very first year. On this podcast we’re diving deep into the strategies that have worked for me and the thousands of therapists I’ve helped. Together we’ll navigate burn out, master your money mindset and boundaries, learn how to fill your caseload with Instagram, and more!  I’m a licensed therapist with my MBA, but you don’t have to go to business school to build a successful practice. I’ve helped many of your favorite Instagram therapists, who started just like you, grow private practices they truly LOVE. I want you to be my next success story!  Make sure to hit follow/subscribe so you never miss an episode! 

  1. 1d ago

    96. How the Instagram Algorithm ACTUALLY Works

    Feeling like the Instagram algorithm is working against you? If that's you, you are NOT alone. I want to break down what Instagram actually says about how content gets pushed. And no, we're not doing any fear tactics, gimmicks, or "secret sauce" that only marketing gurus know! These are facts coming STRAIGHT from Instagram itself. It's totally possible to use them to grow your reach and attract more private pay therapy clients! In today's episode, I'm diving into how the Instagram algorithm ACTUALLY works. In this episode, I cover: Why the Instagram algorithm is not out to get youCommon misconceptions about followers, views & conversionsWhat Instagram actually prioritizesWhy strong hooks matter in the first 1-3 secondsKey IG metrics to watchHow to create more likable, shareable, savable & comment-worthy contentWhy connection and trust-building MATTER for engagementHow to review your analytics & spot patterns that are already workingWhy you do NOT need every Reel to do everything wellA simple way to help you prove future content performance Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: Instagram’s new analyticsExample Reel of likable contentExample Reel of shareable contentExample Reel of savable contentExample Reel of comment-worthy contentEpisode 89: How to Optimize Your IG Bio to Attract Private Pay Therapy ClientsThis episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    26 min

  2. May 27

    95. The Summer Slump (+ Your Cancellation Policy)

    Does the "summer slump" in private practice stress you out? If so, today's episode is for YOU! No, you don't need to panic. Yes, cancellations can increase in the summer, and your inquiries might fluctuate a little. But none of that means your practice is doomed (I promise)! It's totally possible to keep your caseload full and continue marketing yourself during the summer months. All of this matters now, more than ever! In today's episode, I'm talking about the "summer slump" and your cancellation policy. In this episode, I cover: Why the “summer slump” doesn’t have to hurt your practiceThe importance of continuing to market yourself during slower seasonsHow to offset cancellationsThe importance of enforcing your fees + modeling boundariesMy personal 24-hour cancellation policy + grace pass approachAnother creative cancellation policy model therapists may want to tryHow to clinically address frequent cancellations with clientsBalancing flexibility w/accountability during the summer monthsGiving yourself permission to slow down if that’s what you truly want Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    20 min

  3. May 20

    94. How Sarah 3x Her Income in 4 Months with Therapist Sarah Bolor

    I’m honored to welcome Licensed Clinical Social Worker Sarah Bolor to the podcast! In today’s episode, we’re talking about how Sarah 3x her income in 4 months. Sarah specializes in helping anxious and overwhelmed high-achieving women build boundaries and reconnect with themselves. As a recovering people-pleaser and a perinatal-loss mom, her work is shaped by both professional training and lived experiences. If you’ve ever wondered whether it’s really possible to grow a profitable private practice while still working a full-time job, Sarah’s story is going to inspire you BIG time! In this episode, we cover: Why Sarah started her private practice as a side hustleThe limiting beliefs she had around private practice + business ownershipHow Instagram became her main source of private pay clientsThe simple Instagram ad strategy that helped grow her audienceWhy Instagram stories became a HUGE needle-mover for consult callsHow she niched down into working with anxious, high-achieving womenThe consult call process that helped her convert private pay clientsWhy raising her rate from $125 to $175 changed everythingHow she tripled her income in just 4 months after joining PPASarah’s advice for therapists wanting to start a private practice on the side Connect with Sarah: Follow on Instagram @sayitmentalhealthCheck out her website Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    38 min

  4. May 13

    93. The Secret to Getting 29 Clients from Instagram in 9 Months with EMDR Therapist Jaclyn Sappah

    I’m excited to welcome holistic trauma therapist Jaclyn Sappah to the podcast today! In her own work, Jaclyn integrates EMDR, yoga, and Reiki energy healing to help women heal childhood trauma, break toxic patterns, regulate their nervous systems, and reconnect with themselves. If you’ve ever felt like Instagram is “working” but not actually bringing in clients, Jaclyn’s story will definitely hit home! In today’s episode, we’re diving into the secret to getting 29 clients from Instagram in 9 months. In this episode, we cover: How Jaclyn grew from ~200 to 2k followers with zero clients at firstWhat happened when Jaclyn joined PPA in June 2025How Jaclyn generated 29 clients from Instagram over 9 monthsHow she shifted from mostly insurance to primarily private payHer experience with bringing in ~$20k from EMDR intensives aloneJaclyn’s simple ad strategy for consistent client flow + audience growthWhy her private pay clients converted faster + more consistentlyHow Jaclyn uses Instagram to fill both her own caseload + her associates’How she reduced her posting frequency while still growing with adsWhy growth ≠ conversion + strategy is everything Connect with Jaclyn: Follow on Instagram @holistictraumatherapyCheck out her website Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    35 min

  5. May 6

    92. How to Balance Connection vs Authority Content on Instagram (So You Actually Get Clients)

    If your Instagram isn’t bringing in clients, it’s usually not a consistency problem. It’s a balance problem! Most therapists lean too far one way - either constantly teaching OR constantly relating. But you don’t get clients from just one. Connection builds trust, and authority drives decisions. You need BOTH working together if you really want to fill your caseload! In today's episode, I'm talking about how to balance connection vs. authority content on Instagram (so you actually get clients). In this episode, I cover: Why you need BOTH connection + authority content on InstagramWhy leaning too far into one type hurts conversionsHow connection content builds trust through relatable & personality-driven postsHow authority content builds credibility through solutions, tips + actionable guidanceHow reels build connection and carousels build authorityWhy authority content may not go viral + what it CAN lead toWhy strong content = connection AND authorityExamples of balancing both connection + authority on InstagramHow to keep content ethical & general Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: SitWithKelly Connection ReelSitWithKelly Authority Post BusinessOfTherapy Connection ReelBusinessOfTherapy Authority PostThis episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    22 min

  6. Apr 29

    91. Hiring a Virtual Assistant

    Ever feel like your private practice is growing, but your to-do list is growing even faster?? If so, it’s probably time to hire a virtual assistant! One of the FIRST things I recommend once your caseload is full is getting support behind the scenes. Hiring a VA will allow you to get that time back (that you desperately need) AND do the things you love. And yes, doing this will help you continue to grow and scale your private practice! In today's episode, I'm talking about hiring a virtual assistant. In this episode, I cover: When it’s the right time to hire a virtual assistantWhy hiring a VA can help you scale + avoid burnoutThe best tasks to delegate first to a virtual assistantWhat to look for in the right virtual assistantWhere to find a quality VA for your businessHow to get started with hiring and onboarding a VA Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: Free VA Matchmaking Service with Sara WilesThis episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    20 min

  7. Apr 22

    90. How to Network & Get Private Pay Clients with Couples Therapist Alea DiGirolamo

    I’m excited to welcome couples therapist Alea DiGirolamo to the podcast today! Alea has been in private practice since 2022, and her business has changed a LOT in that time. When she first started, she was earning $4200 per month. Alea joined PPA and Reels Membership in 2024, and since then, her business has totally transformed. She’s grown her Instagram community from 1k to over 13.5k followers, and she now earns between $250,000 - 300,000 per YEAR, which is incredible!! What’s been the biggest factor contributing to Alea’s growth during this time? Networking! In today’s episode, we’re talking about how to network & get private pay clients. In this episode, we cover: How Alea grew her practice from $4,200 per month to $250k-300k/yearWhy networking has been the biggest driver of her premium private pay referralsHow Alea built referral relationships with therapists, attorneys & matchmakersWhy offering referrals first can help create stronger networking relationshipsHow she balances motherhood, admin work, and a full client caseloadThe role Instagram & social media have played in growing her practiceWhy consistency matters MORE than perfection with marketingHow raising her fees helped her finally reach her income goalsWhy trusting yourself is one of THE most important parts of building a business Connect with Alea: Follow on Instagram @atdtherapyCheck out her website Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: This episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    30 min

  8. Apr 15

    89. How to Optimize Your IG Bio to Attract Private Pay Therapy Clients

    Your Instagram bio is one of the most overlooked parts of your marketing. But it’s also one of the MOST important! Your IG bio is where people decide (in seconds) if they’re going to follow you or click away. If they don’t follow you, they don’t get nurtured. They don’t see your content, and they don’t become a client. If your goal is to fill your caseload with private pay clients, your bio needs to be doing a LOT more heavy lifting than you think! In today's episode, I'm diving into how to optimize your IG bio to attract private pay therapy clients. In this episode, I cover: Why your IG bio is a conversion tool (not just a formality)How your bio impacts follows, consult calls & paying clientsWhat to include in your name field for better searchabilityWhy clients aren’t searching your credentials + what to use insteadThe crucial 3-line bio formulaHow to make your bio instantly clear + easy to scanWhy your links should be simple + what to prioritizeThe importance of having an intro call scheduler in your bioHow using your client’s language increases connection + conversionsCommon bio mistakes that are costing you followers and clients Connect with Kelly: Follow on Instagram @businessoftherapy and @sitwithkellyCheck out the Business of Therapy® website Make sure to hit follow/subscribe so you never miss an episode! Resources & Links: Original IG bios shared in episodeConnect with Kristina on IG @amindfuljourneyllcConnect with Ashley on IG @thatanxietytherapistConnect with Megan on IG @everworthcounselingThis episode is sponsored by Alma, the financially rewarding way to go in-networkI recommend setting up an intro call scheduler within Jane - use code: KELLY2MONTH for a 2-month grace periodPrivate Practice Academy Bundle (PPA)Reels MembershipBusiness Coaching WaitlistFree trainingCaption Guide Mentioned in this episode: FREE Training: How to Market & Grow Your Private Practice on Instagram

    25 min
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4.9
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88 Ratings

About

Are you a therapist that’s dreaming of your own 6-figure practice and all the freedom that comes with it? You’re asking yourself questions like “How do I build a business?”, “Do people really get private pay clients from Instagram” and “How can I scale beyond therapy?”  You’re in the right place.  Welcome to the Business of Therapy® Podcast. Here you’ll find honest conversations about what it truly takes to be successful as a therapist— the good, the bad, and the ugly all included.  You’ll hear actionable advice for filling your caseload, best practices for growing on Instagram, and so much more. I’m your host, Kelly McKenna. I left burnout and nonprofit work behind to start my own private practice and ended up earning $250,000 my very first year. On this podcast we’re diving deep into the strategies that have worked for me and the thousands of therapists I’ve helped. Together we’ll navigate burn out, master your money mindset and boundaries, learn how to fill your caseload with Instagram, and more!  I’m a licensed therapist with my MBA, but you don’t have to go to business school to build a successful practice. I’ve helped many of your favorite Instagram therapists, who started just like you, grow private practices they truly LOVE. I want you to be my next success story!  Make sure to hit follow/subscribe so you never miss an episode! 

Information

  • Creator
    Kelly McKenna, Therapist & Business Coach
  • Years Active
    2024 - 2026
  • Episodes
    97
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 Kelly McKenna, Therapist & Business Coach
  • Show Website
    Business of Therapy®

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