Writing Group Therapy Listings That Actually Fill Seats

How to turn casual looks into committed group members

You know that sinking feeling when you've posted your group listing everywhere and... crickets? I've been there. Spent weeks crafting what I thought was the perfect description, only to get two inquiries and one no-show to the screening call.

Here's what I wish someone had told me about writing listings that actually work.

1. Get Crystal Clear on Who You're Talking To

Before you write anything, sit down and really think about these two questions:

Who exactly is this group for? Not "people with anxiety" – that's everyone and no one. More like "working professionals whose social anxiety is holding them back from speaking up in meetings and advancing their careers."

Why do they need this group right now? What's the pain that's keeping them up at night? What would their life look like if this problem was solved?

I learned this lesson when my first "anxiety group" attracted everyone from college students with test anxiety to retirees worried about their health. Great people, but they had nothing in common. My second attempt was for "parents dealing with postpartum anxiety," and suddenly I had a waitlist.

When you're specific, the right people practically self-select. As Psychology Today puts it, thorough and specific descriptions help appropriate clients choose you.

2. Write Headlines That Make People Stop Scrolling

Your headline is often the only thing people see before deciding whether to click. You've got maybe 70 characters to work with, so make them count.

The formula that works: Target audience + Problem/Goal + Format

Instead of: "Anxiety Support Group" Try: "Social Anxiety Skills Group for Working Professionals (8 weeks)"

The second one tells me exactly who it's for, what I'll learn, and how long it takes. Plus, it feels more professional and intentional.

3. Lead With What Changes in Their Life

Here's where most of us mess up. We jump straight into the logistics – when we meet, how much it costs, what modality we use. But people don't care about your techniques until they know you understand their problem.

Start with what their Tuesday night will look like after eight weeks in your group:

"Imagine walking into your next work presentation feeling prepared instead of panicked. In this group, you'll practice the exact skills you need to speak up confidently, get real-time feedback from others who get it, and leave each session with something you can use immediately."

See how that feels different than "This is an 8-week CBT group for social anxiety using exposure therapy techniques"?

4. Show Them You Know What You're Doing (Without Being Weird About It)

People want to know you're qualified, but they don't need your entire resume. Pick one or two things that matter most for this specific group – your license, relevant training, or years of experience with this population.

If you don't have group testimonials yet (and most of us don't when we're starting), you can borrow credibility from your individual work or training: "Trained in DBT at [institution]" or "Specializing in trauma therapy for 8 years."

Honestly, a warm, professional photo of you actually matters more than you think. People want to see who they'll be talking to.

5. Help People Find You Online

Even on platforms like ZestLife, your listing gets indexed by search engines. So think about how someone in distress might search at 2 AM:

• "Grief support group Denver"
• "Online group therapy for ADHD adults"
• "Evening anxiety group therapy"

Work these phrases naturally into your description. Don't keyword stuff, but be mindful that someone searching for exactly what you offer should be able to find you.

6. Make the Practical Stuff Easy to Scan

This step is optional if you aren't use a group listing website like ZestLife and instead you are making a flyer.
After you've hooked them with benefits, give them the logistics in a format they can skim quickly:

When: Thursdays, 6-7:30 PM Pacific (virtual) How long: 10 weeks + optional monthly check-ins Group size: 6-8 members max Investment: $75/session, sliding scale available Next group starts: September 15th (screening calls begin August 20th)

Use bullets, leave white space, and make it scannable. When people are overwhelmed (which therapy seekers often are), you want to remove every possible barrier to understanding what you're offering.

7. Make It Ridiculously Easy to Take the Next Step

End with one clear action step:

"Ready to see if this group is right for you? Book your free 15-minute consultation call here →"

Then actually link to a scheduling page or take advantage of ZestLife's. I cannot tell you how many potential members I lost in my early days because I made them email me first, then we played phone tag for a week, and by then they'd either found someone else or talked themselves out of it.

The easier you make it to say yes, the more people will.

8. Pay Attention to What's Working

Track your numbers, even roughly:

• How many people viewed your listing?
• How many booked screening calls?
• How many actually enrolled?

If lots of people are viewing but not booking calls, your description might be unclear or your call-to-action too complicated. If people are booking calls but not enrolling, maybe you need to work on your screening conversation.

Change one thing at a time and see what happens. Maybe try a different headline, or lead with a different benefit. Small tweaks can make a big difference.

Your Listing Checklist

Before you hit publish, make sure you have:

✓ Clear headline that says who it's for and what they'll get
✓ Benefits-focused opening that speaks to their real life
✓ Brief credibility markers that matter for this group
✓ Easy-to-scan logistics with specific dates
✓ One clear call-to-action with a direct link
✓ Professional photo of you looking approachable
✓ Plan to track and adjust based on what actually happens

The Real Talk

Writing good group listings is part copywriting, part clinical intuition, and part trial and error. Your first attempt probably won't be perfect, and that's okay.

The goal isn't to attract everyone – it's to attract the right people who will actually show up, do the work, and benefit from what you're offering. Sometimes that means being so specific that you "exclude" people, but trust me, it's better to have 6 committed members than 12 people who aren't sure why they're there.

For a full 90-day roadmap from idea to launch, see ZestLife’s guide on How to Start & Fill a Therapy Group.

Remember: every person who joins your group found you somehow. Your listing is often the first impression they get of what it might be like to work with you. Make it count.

Still feeling stuck? Sometimes it helps to read your listing out loud to a colleague, or imagine explaining your group to a friend who's never been to therapy. If you can't explain it simply and compellingly in conversation, your listing probably needs work too.