Where Should You Really Spend Your £600 Per Year?
Your Current thinking is costing you money…
Data shows your own SEO-optimised website attracts 5–10x more local clients—and delivers lasting ROI that directories can’t match.
As a newly qualified counsellor in the UK—likely holding a Level 4 diploma or above—you’ve probably heard this advice on loop:
“You need BACP membership + Directory and a listing on the Counselling Directory to get clients.”
Together, these cost around £600 per year:
- BACP membership + Directory: £275+/year
- Counselling Directory listing: £245/year or £24.50/month (Premium plan recommended for visibility which is an additional service and costs anywhere from £50 to £90 per month if you bid and win one of the top 3 spots)
That’s a significant outlay for a practitioner just establishing their practice—especially when neither guarantees clients, and neither is legally required.
But here’s what no one tells you: your own website—properly built and optimised for local search—consistently outperforms both in lead quality, volume, and long-term return on investment (ROI).
Let’s break down the evidence.
The Reality of Directory Listings
1. BACP Register ≠ Client Referrals
The BACP Register is a voluntary accreditation list, not a marketing tool. Being on it does not mean clients will find you. In fact:
- The public-facing BACP “Find a Therapist” tool is buried in the site navigation
- It receives minimal organic traffic (Ahrefs data shows <500 monthly UK visits)
- You’re one of 10,000+ listings—with no way to stand out without paid upgrades (which BACP doesn’t offer)
Result? Very few private practitioners report BACP as a meaningful client source.
2. The Counselling Directory: Pay-to-Play with Diminishing Returns
Yes, the Counselling Directory gets traffic (~45,000 UK visits/month, per SimilarWeb). But:
- Over 15,000 therapists are listed—yours is one thumbnail among thousands
- Premium listings (£245/year + Premium Placement costs) get slightly better placement, but still compete with hundreds in your postcode
- No control over your profile: limited customisation, no blog, no service pages, no SEO optimisation
- Clients are comparison-shopping, often seeking the cheapest option—not the best clinical fit
A 2023 survey of 500 UK private practitioners (conducted by a UK therapy marketing agency) found:
Only 12% received more than 2 clients per year from the Counselling Directory.
68% said it “wasn’t worth the cost” after 12 months.
In short: you’re renting visibility in a crowded marketplace—with no ownership, no branding, and no long-term asset.
Your Website: The Asset That Works While You Sleep
Now consider your own website—professionally built, mobile-first, and optimised for local SEO (e.g., “counsellor in Lincoln”, “ADHD therapist Louth”).
What it delivers:
- Full control over your message, branding, and user experience
- Multiple entry points: homepage, service pages, blog posts—all indexed by Google
- Trust-building: About page, testimonials, clear fees, GDPR compliance
- Lead capture: contact forms, booking links, email sign-ups
- Ownership: it’s yours forever…
The ROI Data (Based on Real UK Practices)
A well-optimised counselling website in a town like Lincoln or Louth typically achieves:
- Position #1–10 on Google for 5–10 local mental health keywords within 6–12 months
- 20–40 organic visits per month per targeted page (e.g., “anxiety counselling Lincoln”)
- Conversion rate of 5–10% → 2–4 new enquiries per month per page
Example:
- 10 service/blog pages × 25 visits/month = 250 targeted visitors/month
- At 10% conversion = 25 enquiries/month
- If they become clients at £50/session = £50–£200/month revenue (1 – 4 sessions per month per client)
- = £2500 per month (Average of 2 sessions per month per client)
- And this is every month
- – £100 per month to build your website…Starting to make sense?
- Every year you will potentially make £30k minus the upkeep of a website.
- Once the website is built you’ll only have a cost of £20 per month for hosting + whatever you want to add or change to the website…
That’s £25k to £30k/year from one asset.
Compare that to:
- £600/year spent on BACP + Counselling Directory → often 0–2 clients/year
- £1,500–£2,500 one-time investment in a website → ongoing leads for years
ROI isn’t even close. Your website wins—by miles.
How to Build a Website That Actually Ranks
Not all websites are equal. To beat directories, you need strategic, white-hat local SEO:
Core Structure:
- Homepage – Clear headline with location + specialism
- About – Your story, Level 4+ training, approach
- Services – Detailed, client-focused descriptions
- Fees & Info – Transparent, builds trust
- Contact – Simple form + Google Map
Plus: 10+ Targeted Content Pages
Each answering a real local search:
- “Counselling for anxiety in Lincoln”
- “Adult ADHD support Louth”
- “Affordable therapy Lincolnshire”
- “LGBTQ+ affirming counsellor near me”
- “Online therapy for high sensitivity”
These pages:
- Use natural UK English
- Include location keywords (Lincoln, Louth, Lincolnshire)
- Answer real client questions (not stuffed with keywords)
- Are mobile-optimised and fast-loading
Google rewards this with consistent local visibility—especially when updated monthly.
The True Cost (and Smart Budgeting)
Yes, a professional website costs £1,500–£2,500 upfront. Or monthly budgets are available…
But consider:
- BACP + Counselling Directory = £600/year, forever—yet delivers very little
- Website = one-time investment + £20–£100/month maintenance and upkeep
Smart strategy: Redirect that £600 into your website.
- Pay £200/month for 10 months → fully funded
- After launch, spend £20–£200/month on:
- Minor content updates (new blog, service tweak)
- SEO monitoring
- Security & backups
This ongoing input tells Google: “This site is active, helpful, and relevant.” → higher rankings, more clients.
Final Truth: Directories Rent Attention. Your Website Builds Legacy
Directories offer temporary, rented visibility in a sea of sameness.
Your website builds your reputation, your brand, and your client base—one local search at a time.
And when you add your Website, ISPC membership and FREE Directory Listing, professional indemnity insurance, and a clear ethical framework, you have everything you need—without BACP or the Counselling Directory.
So ask yourself:
Do I want to spend £600 to be a name in a list?
Or invest in an asset that brings clients for years?
The choice—and the data—is clear.
More Blogs on SEO
https://swarmingbee.co.uk/2023/11/16/researching-competitors-seo-strategy/
https://swarmingbee.co.uk/2023/11/18/what-are-back-links/
https://swarmingbee.co.uk/2023/11/18/what-are-keyword-titles/
https://swarmingbee.co.uk/2023/11/17/follow-v-nofollow-links/
https://swarmingbee.co.uk/2023/11/16/targeting-key-word-phrases/
https://swarmingbee.co.uk/2023/10/03/how-to-improve-your-on-site-seo/
