Is Your Caseload Stagnant? 6 Hidden Barriers You Need to Address
- Cassidy Lovallo
- Apr 14
- 4 min read
We don’t talk about it enough, that building and maintaining a caseload as a therapist can be really hard. Even if you’re clinically solid, compassionate, and fully licensed you might still find yourself staring at an empty schedule and inbox wondering, “What am I doing wrong?”.
If that’s you, take a breath! You’re not failing. You might just be up against some barriers that no one warned you about in grad school or your current workplace. Here are 6 less obvious reasons therapists may struggle to build a steady flow of clients and some strategies to turn things around.
Your Online Presence Feels “Safe"...but Not Human
Many therapists default to bios that are professional, polished…and completely forgettable. Your clients aren’t just looking for someone qualified, you’re looking for someone they vibe with and have accurate empathy for.
Try this:
Read your bio out loud. Does it sound like something you'd actually say in session? If not, rewrite it in your real voice.
Share bits of your personality like your approach, your values, even your pop culture interests. Anything! Human connection IS NECESSARY and helps clients imagine opening up to you.
Avoid jargon. “Warm, trauma informed care with a person centered foundation” is accurate and “I’m here to walk with you through the hard stuff, without judgment or pressure” might land better.
Your'e Undervaluing Your Lived Experience and Accurate Empathy
Your personal identity, history, and life perspective might be the exact thing a client is looking for but you’re only naming your clinical training or past client experiences.
Try this:
Reflect on your identities and experiences. Are you neurodivergent? A parent? A first generation college student? Queer? A creative or former athlete? A former relgious group member or active member? A therapist of color? Many clients are actively searching for therapists who reflect parts of their world and specific healing goals.
If it feels safe for you, name these things in your bio or social media content. You don’t have to share everything, just enough to signal to potential clients that “[You’re] not alone here.”
You’re Marketing for the Career You Think You Should Have
Sometimes we unintentionally shape our practice around what seems impressive on paper vs what actually energizes us.
Try this:
Ask yourself: Who do I love working with? What kinds of sessions leave me feeling connected and effective?
If you’ve been trying to market yourself as a couples therapist when your heart is with teen girls navigating self esteem… adjust your messaging.
Give yourself permission to grow a practice that fits you, not what someone told you would be “in demand.”
You’re Not Following Up (Or You’re Too Passive in Consults)
You get an inquiry. You respond. Then… nothing. It’s easy to assume they ghosted you. But maybe they got overwhelmed. Maybe they weren’t sure you wanted to work with them, or they lost the momentum they had to connect with a clinician.
Try this:
Follow up with leads after a couple of days with a warm, no-pressure message.
In consults, don’t just answer questions… engage, engage, engage! Reflect back what they’re saying. Express genuine interest. Help them imagine what working with you feels like.
Don’t be afraid to say: “If this feels like a fit! I’d love to work with you and here are the next steps I need from you.”
You’re Carrying Burnout Energy (and Potential Clients Can Feel It)
We all hit periods of overwhelm or discouragement. But if showing up feels like a drag, or you're overbooking just to stay afloat, that energy might be subtly coming through in sessions or consults.
Try this:
Pause and take stock: Are you doing too much? Seeing too many clients who drain you? Neglecting your own support systems?
Get back in touch with your “why.” Even one fulfilling session can remind you what you’re capable of.
Simplify your systems: Automate scheduling, get support with admin, or consult with a colleague. Lightening your load can make you more magnetic and easier to commit to scheduling an intake with.
You’re Not Letting People Know You’re Still Growing/Learning/New etc.
Clients don’t expect you to have it all figured out. In fact, many are drawn to therapists who are transparent about being on their own journey too.
Try this:
Talk openly (when appropriate) about being committed to learning and evolving: whether that’s through trainings, self reflection, or the occasional mistake.
Remind your audience that therapy isn’t about being perfect, it’s about being real, consistent, and safe.
Bottom Line: You're not broken, the system is just complicated!
Regardless of what degree you hold or where Its from, no one told us that being a therapist in private practice also meant being a brand, a business owner (even with a group!), and a marketing team. If you’re struggling to fill your caseload, it doesn’t mean you’re not good at this work. It means you’re human. And just like most life stressors, there are tools and people who can help!
As a counselor I believe in the power of community and lifting each other up. If you’re a clinician looking to expand your caseload, brainstorm strategy, or just feel less alone in the process, I invite you to reach out. You don’t have to navigate this by yourself!
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