The Follow-Up Formula: How to Double Your Therapy Practice Income (Without More Clients!)

Hey there, therapists & group practice owners! ??

I’m Nicole McCance, a psychologist turned business coach for therapists.

Let me take you back to when I was running my solo practice. I spent SO much time chasing new clients—networking, marketing, running ads—just hustling to keep my caseload full.

And yet, I was missing something huge.

I wasn’t following up with the clients who had already shown interest. Clients who had: ?? Scheduled a free consult but never booked ?? Cancelled their session and didn’t rebook ?? Had a great session… and then disappeared

When I finally put a simple follow-up system in place, everything changed.

Fast forward a few years—I scaled my group practice to 55 therapists and multiple seven figures in revenue in just three years. And guess what? Follow-ups played a huge role.

Most practice owners aren’t doing this—which means if you do, you’ll have a massive competitive edge.

?? Why Follow-Ups Matter More Than You Think

Therapy isn’t like a gym membership or a haircut appointment. People don’t just book, show up, and stay on track automatically.

Change is scary. Even when a client knows therapy will help, fear, doubt, and avoidance can creep in.

That’s why following up is NOT salesy—it’s actually a form of client care.

Your follow-ups aren’t about pushing anyone. They’re about reminding them: ?? They took the first step for a reason ?? You’re invested in their growth ?? Change takes commitment, and you’re here to support them through it

And when you follow up the right way—with warmth, confidence, and a system in place—you keep your practice full while helping more people.

?? The 3 Follow-Ups That Can (Literally) Double Your Income

You already know follow-ups are important. But how do you actually do it? Here’s the 3-step system that I teach my coaching clients—and it works.

? 1. After a Consult Call

Picture this: Someone books a free consult, and the call goes great. But they don’t book a session right away.

This is not a “no.” It’s a maybe—and it’s your job to follow up!

?? Action Step: ?? Have your admin follow up via email within 24 hours—remind them of what you discussed and encourage them to take the next step. ?? If no response, a quick phone call at 48 hours can make all the difference.

?? Pro Tip: Want my exact consult call script that helps therapists book more clients? DM me “Consult Call Script” on Instagram (@nicole.mccancemethod), and I’ll send it to you!

? 2. After a No-Show or Cancellation

Life happens—kids get sick, work meetings run late, and schedules change. But when a client cancels (or worse, just doesn’t show up), it doesn’t mean they don’t want therapy.

It just means they need a nudge.

?? Action Step: ?? Have your admin reach out within 24 hours—check in, express care, and offer to reschedule. ?? Make it easy for them. If they need evening spots or virtual options, let them know what’s available.

Most clients appreciate this reminder! It shows that you care and keeps them engaged.

? 3. After a Session Without a Rebook

Therapy is all about momentum. But if a client leaves without booking the next session, guess what? Life gets in the way.

They forget. They second-guess whether they need another session. They assume they’ll “get around to it” and never do.

?? Action Step: ?? Follow up within 7 days—a gentle reminder like: "Hey [client name], I just wanted to check in and see if you’d like to schedule your next session. I know you were making great progress, and I want to make sure you have the support you need!"

?? Offer a preferred spot in your calendar. People respond better when given specific options rather than an open-ended “let me know.”

This simple step keeps your schedule full and ensures your clients don’t lose momentum in their progress.

?? Systemizing Your Follow-Ups (So You Don’t Have to Chase Clients Yourself)

Following up shouldn’t take up your time—or feel like another thing on your plate. Here’s how to make it seamless:

?? Use Practice Management Software – Platforms like JaneApp make tracking no-shows, cancellations, and missed bookings effortless. (Click here to get 1 month of Jane free!)

?? Give Your Admin Templates & Scripts – A well-trained admin team can handle this for you. They should have email and phone scripts that reflect your brand’s warmth and professionalism.

?? Track & Refine Your Process – Meet with your admin team regularly. Look at what’s working (or not) and adjust. Are consults converting? Are follow-ups increasing retention? Tweak as needed.

?? Automate When Necessary – No admin yet? No problem! Use automated email reminders to encourage clients to rebook. JaneApp has a “Return Visit Reminders” feature for this.

?? The ROI of Follow-Ups (Why This Works So Well)

Think about all the effort and money you spend getting new clients—ads, website updates, networking.

Now, imagine doubling your revenue just by keeping the ones you already have engaged.

?? Let’s do some quick math. If your admin brings back just ONE no-show per week, that’s hundreds or thousands in additional revenue per month.

If you have 10 therapists, and each saves just one lost client per week… That’s hundreds of thousands in annual revenue.

And the best part? ?? Your practice stays full ?? Your revenue increases ?? Your clients get better results

It’s a win-win-win.

Take Action Today ??

This doesn’t have to be complicated. Start small: ? Pick one follow-up to implement this week ? Train your admin (or automate if needed) ? Stay consistent—track results and refine

?? Want more strategies like this? ?? Follow me on Instagram (@nicole.mccancemethod) for daily tips on growing your practice! ?? Prefer listening? I cover this topic in detail on The Business Savvy Therapist podcast—click here to tune in!

Let’s make 2025 the year you work smarter, not harder and create a thriving, full practice!

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