Marketing a Mental Health Practice in Canada – Without Testimonials

What do you do when one of the most common marketing tools – social proof, like google reviews – is completely off limits? For Canadian counsellors, this is reality. And while it might seem like a disadvantage, the truth is that the most meaningful ways to build trust don’t rely on testimonials at all. We’ve worked with many counselors, coaches and other providers of wellness and personal growth, so I can share some thoughts and strategies today.

Why Testimonials Are Off-Limits

Under the BC Association of Clinical Counsellors (BCACC) Code of Ethical Conduct, counsellors must not solicit testimonials from clients, especially those who “may be vulnerable to undue influence.” Likewise, the College of Registered Psychotherapists of Ontario (CRPO) explicitly prohibits client testimonials in all advertising.

While in other places, like the USA, such legal restrictions don’t always exist, there are still ethical boundaries around testimonials in the mental health sector. Protecting client confidentiality and avoiding undue influence matter everywhere.

The Good News Is…

Counselling is deeply personal, individual and highly customized. Who and what is a perfect fit for one client might be completely wrong for someone else. That’s why testimonials don’t actually predict success in therapy the way they might in other industries.

Compare it to choosing a plumber: if they show up on time, fix the leak well, communicate clearly and invoice honestly, they did a good job. Reviews attesting to that make sense there. But in therapy, the fit between therapist and client depends on a highly complex combination of personality type, demographic, therapeutic approaches, and a unique, ever-evolving, ongoing relationship – and that can’t be captured in someone else’s review.

So If There Are No Testimonials… Now What?

There are plenty of ethical, effective ways to build trust without leaning on client reviews:

• Strong Branding & Messaging
  Communicate your values, approach, and personality through language and visuals. Your online presence should feel like an authentic extension of the therapeutic experience you offer.
• Free Introductory Sessions
  Most mental health providers offer a no-pressure first session to see if it feels like a fit.
• Community Visibility
  Attend local events, host booths, give people the chance to interact with a therapist face-to-face in a more casual setting. Offer workshops, sponsor charity auctions, and collaborate with other local businesses to stay connected to the local community.
• Educational Content
  Share your knowledge – through blogs, email newsletters, and social media. Topics like mental health tips or “what to expect when you try <…> therapy” will build confidence in your professionalism and approach.
• Professional Networks & Referrals
  Therapists are the least competitive professionals I’ve ever worked with. They will happily refer you to another provider they believe is a better fit for you. Side note, this mindset continues to be inspirational and reaffirms my own philosophy: I Don’t Believe in Competition.

Almostronaut Creative + Sea to Tree: A Journey of Growth

We had the privilege of guiding Sea to Tree’s branding and marketing for over five years. During that time, we supported everything from their visual identity (that matured over time) and online presence to major strategic projects, like getting their property rezoned so they can work towards building their new wellness centre in Sooke.

We are incredibly proud of what they’ve accomplished and equally proud of our contributions along the way. But sometimes you mutually outgrow each other, and just like in therapy, are no longer the perfect fit – and so in 2025 we professionally parted ways. On a personal level, the Almostronauts continue to wholeheartedly support Sea to Tree and the Sea to Tree Foundation whose mission of making mental health care accessible to people is so, so important in our community.

Consistency Builds Trust

Therapy will never be a one-size-fits-all experience (and to be honest, neither is marketing), and that’s exactly why testimonials don’t matter as much as you think. What matters is fit, trust, and integrity. Those take time and consistency to build, but they are worth it. If you don’t know where to start, get in touch!