Starting a Private Psychology Practice in Australia: How to Find Your First Clients
A practical marketing plan for psychologists going into private practice: the first ten things to set up, where early clients come from, how scheme clients can fill a new caseload, and what to spend (or not spend) on marketing.
By ClearAccess Psychology · 24 October 2026
The short answer: a new private practice fills fastest when people who are already looking for a psychologist can find you easily, see what you'll cost them, and contact you without friction. In the first three months that means a clear one-page website with a fees page, a complete Google Business Profile, introductions to the GPs near you, and listings in the directories clients actually filter in. Scheme clients (Medicare bulk billing, DVA, NDIS, WorkCover, transport accident and Comcare) are often the quickest to arrive, because they are searching for someone who will bill their scheme with no gap. A free ClearAccess Psychology listing puts you in front of exactly those searches from your first week.
This article is part of our marketing series for Australian psychologists. If you're further along, see marketing when your books are full or filling a group practice's diaries.
Where do a new practice's first clients come from?
You've done years of training to be a good psychologist. Very little of it covered how clients find you. The good news is that the first clients of most new practices come from a short list of places:
| Source | Why it works early | Time to first client |
|---|---|---|
| Scheme directories (such as ClearAccess Psychology) | Clients are already searching, by postcode and scheme, for someone who bills with no gap | Days to weeks once you're live |
| Local GPs | GPs write most Medicare Mental Health Treatment Plans and DVA referrals, and are always looking for psychologists with availability | Weeks |
| Google Business Profile | "Psychologist near me" searches end on Google Maps | Weeks to months |
| Your professional network | Colleagues with full books refer overflow | Varies |
| Your website and SEO | Compounds over time | Months |
Notice that the fastest sources are the ones where demand already exists. Early on, your job isn't to create demand. It's to be visible where it's already looking.
The first ten things to set up
- Choose the schemes you'll bill and on what terms. Decide for each: Medicare bulk billing (for everyone, concession card holders only, or not at all), DVA (no gap by rule), NDIS, WorkCover in your state, TAC or CTP, Comcare. Clear terms make every other step easier.
- Get your provider numbers and registrations for each practice location and scheme. DVA, NDIS and the workers' compensation schemes each have their own requirements; allow a few weeks.
- Write a plain fees page. For each scheme, what the client pays and any conditions. This single page will do more for your enquiries than any blog post.
- Build a simple website. Home, About (your approach and who you help), Fees, Contact. It doesn't need to be beautiful; it needs to be clear. See local SEO and Google Business Profile for psychologists.
- Set up your Google Business Profile with the right category ("Psychologist") and your real practice name.
- Create your free ClearAccess listing at /for-psychologists/signup. Choose your schemes, issues and location, and add the badge to your website.
- Introduce yourself to five to ten GP practices near you with a one-page referral sheet. Here's how.
- Decide on telehealth. Video widens your catchment to the whole country, which matters while your local name is unknown. See marketing a telehealth practice.
- Make it easy to contact you. An online form or email that's answered within a day beats a phone line that goes to voicemail.
- Check everything against Ahpra's advertising rules. No testimonials, no misleading claims, clear prices. Our Ahpra advertising checklist covers it.
Why scheme clients can fill a new caseload quickly
Clients who must pay nothing search differently. They start with "who will bill my scheme with no gap?", and only then narrow by location, issue and fit. If you're willing to bulk bill or to bill DVA, NDIS or WorkCover directly, you're answering the very first question they ask, which is a question most general directories can't filter on.
DVA is a good example. DVA's 1 July 2026 schedule pays a psychologist $167.65 for a 50-minute-plus consultation (more for out-of-rooms visits and for 90-minute trauma-focused sessions), and you can't charge a gap. Veterans with a Veteran Card are often searching specifically for someone who bills DVA. Our article on attracting DVA, NDIS and WorkCover clients goes into each scheme.
What should a new practice spend on marketing?
Less than you think, and later than you think. In the first three months:
- Spend time, not money, on the fees page, Google Business Profile, GP introductions and free listings.
- Hold off on Google Ads until your website converts visitors into enquiries; otherwise you pay to send people to a page that doesn't help them decide.
- Upgrade a directory listing only when it's already producing enquiries and you want more of them. On ClearAccess you can start free, watch your Statistics tab (search appearances, profile views, inquiries, and the postcodes and schemes clients searched), and move to a paid plan once you can see the demand.
How ClearAccess fits a brand-new practice
- Free while the badge stays on your site. Free listings are a limited-time offer, and a free listing you already have stays free for as long as our "As Seen On" badge stays on your website.
- AHPRA-checked. We check your registration on the public register before your profile appears, which reassures clients who don't know your name yet.
- Ranked by distance first. A new psychologist close to the client appears above an established one further away, whatever either pays.
- No commission. You keep 100% of your session fees.
- Room to grow. Essential ($29.95 a month) adds the client's contact details in every inquiry email, an availability calendar, "Next available" in search results and priority over free listings a similar distance away. Growth ($79.95 a month) adds priority over Essential and releases your phone, booking email and booking link to clients once they enquire.
Imagine the end of your first quarter: a steady trickle of inquiries in your inbox, a couple of GPs who refer to you by name, and a Statistics tab that tells you which suburbs and schemes are looking for you. Every one of those starts this week.
Frequently asked questions
How long does it take to fill a new private psychology practice?
It varies with location, availability and the schemes you bill, but practices that bill schemes with no gap, introduce themselves to local GPs and list in scheme directories often see their first enquiries within weeks.
Should a new psychologist bulk bill?
It's a business decision. Bulk billing everyone fills a caseload quickly but at the Medicare rebate; many practices bulk bill some groups (such as concession card holders) and charge a gap to others. Whatever you choose, state it plainly on your fees page and listings.
What is the cheapest way to market a new psychology practice?
A clear fees page, a complete Google Business Profile, introductions to local GPs and free directory listings such as ClearAccess Psychology cost little or nothing and reach clients who are already looking.
Can I list on ClearAccess before my practice has a website?
You can create your listing and add your schemes, issues and location straight away. On the free plan, your profile becomes public once your AHPRA registration is checked and the badge is verified on your website. Paid plans don't need the badge.
Start with the listing that costs nothing
Create your free listing in a few minutes, or compare the plans.