How to get more clients as a counsellor in New Zealand
Most new clients find a counsellor in one of three ways: a search on Google, a directory listing, or a referral from someone they trust. This guide covers all three, starting with what you can do on Counsellors NZ today and then the other places worth being.
You don’t need to do everything at once. Start with your profile, add one or two directories, then build from there.
1. Make your Counsellors NZ profile work for you
Your profile is the page a client reads before deciding to book. People choose a counsellor they feel they could talk to, so help them picture it.
- A clear, friendly photo. Face the camera, good light, no sunglasses.
- Who you work with and how. Name the issues you help with and your approach, in plain words a client would use.
- Your fees and how sessions work. Online, phone or in person, session length, and when you’re available.
- Whether you are taking new clients. Keep this up to date so people aren’t left waiting.
- Your qualifications and membership. List your professional body (for example NZAC or NZCCA) and any registration numbers.
ACC and WINZ directory profiles. If you are an ACC Sensitive Claims provider or work with Work and Income clients, create your ACC or WINZ directory profile. You’ll appear on our ACC provider map and ACC counsellors by region pages, which people use when they’re looking for funded counselling.
2. List yourself in other directories
Each directory reaches different people, so two or three listings usually bring more enquiries than one. Here’s how the main ones compare.
| Directory | Cost | Who can list | Good to know |
|---|---|---|---|
| Psychology Today | 6 months free for new members, then NZ$19.95 a month | Registered and unregistered professionals | One of the biggest therapist directories worldwide. No contract, cancel any time. |
| Talkingworks | $198 a year incl. GST (up to 4 locations) | Members of an eligible professional body, such as NZAC (provisional or full) | A long-running NZ directory for counsellors, psychotherapists and psychologists. |
| Clearhead | Free listing | Registered mental health professionals only | Some insurers and employers send their people to Clearhead therapists. |
| Bark | Free to set up; you pay to reply to each enquiry | Registered and unregistered professionals | Can get expensive, as you pay per lead whether or not it becomes a client. |
Prices checked November 2026; check each site before you sign up.
3. Set up a free Google Business Profile
When someone searches “counsellor near me” or “counsellor Hamilton”, Google shows a map with local practices first. A free Google Business Profile puts you on that map.
- Use your practice name and the area you work in. If you only work online and don’t want your address shown, choose the option to hide it and list the areas you serve instead.
- Add your hours, phone number and a link to your Counsellors NZ profile as your website.
- Add a few photos of your room or a welcoming image of you.
- Keep your details the same everywhere. Use the same name, phone number and area on Google, Counsellors NZ and every directory.
4. Build referral relationships
Referrals from other professionals often bring the clients who stay longest. A few relationships can keep your diary steady.
- Your professional body’s directory. If you’re a member of NZAC or another association, make sure your entry in their member directory is complete and up to date.
- Employee Assistance Programmes (EAP). EAP providers such as EAP Services, TELUS Health (formerly Benestar), Vitae and Raise contract counsellors to see their clients’ staff. Most ask for full membership of a professional body, professional indemnity insurance and regular supervision.
- ACC Sensitive Claims. If you are eligible, becoming an ACC-approved provider opens funded referrals. See our ACC counselling guide.
- Other counsellors. Colleagues whose books are full, or who don’t work with a particular issue, are glad to know someone they can refer to. Supervision groups and professional development events are good places to meet them.
5. Use social media and short videos
Social media works best when it helps people before they ever book. Short, useful posts build trust with people who aren’t ready to reach out yet.
- Share one idea at a time. A 30-second video or a short post on a single question clients ask you, such as “what happens in a first session?”
- Post regularly. A steady rhythm, such as two or three times a week, works better than bursts.
- Send people somewhere. End with a link to your Counsellors NZ profile or one of your articles.
- Keep clients out of it. Never share anything that could identify a client, even with names changed.
Counsellors NZ also shares short videos on Facebook, YouTube and Instagram. Follow us and share the ones that fit your work.
6. Market ethically
Clients trust counsellors who are clear and honest about what they offer. Your professional body’s code of ethics applies to your marketing as well as your sessions.
- Don’t use client testimonials. NZAC’s approach explicitly forbids them. Show your qualifications, experience and approach instead.
- Be accurate. Describe your qualifications, membership and services exactly, and don’t promise outcomes.
- Don’t compare yourself with other counsellors or criticise other services.
- Be open about money. Show your fees, and say so when a link earns you or us a referral reward.
If you’re unsure, check the NZAC Code of Ethics or your own association’s guidance.