Moulding the business side of therapy
Clay helps therapists, counsellors and therapy organisations build practices that work, commercially as well as clinically.
Most therapy training ends at the clinic door.
Everything that comes after, such as the website, the admin, whether anyone can actually find you, tends to get figured out alone, late, and in between clients. We're here to change that.
Who we are
Commercial strategy, built for therapists
Clay Consulting Group is a UK marketing and business strategy consultancy helping therapists, counsellors and therapy organisations grow their private practice.
Clay is run by George Holloway, who's currently training as a psychotherapist at CCPE, alongside thirteen years in commercial marketing and strategy, most recently as a Senior Growth Manager at Amazon. Most people come to Clay for that combination.
What we cover
1
Foundations
We look at whether your pricing, positioning and the way you describe your work match the clients you want. Then we help you put it right: setting fees you can sustain, and rewriting your website and directory profiles so they explain what makes your work different.
2
Visibility
We look at whether the right people can find you, on Google, in directories and in AI assistants like ChatGPT. Then we do the work: claiming and completing your Google Business Profile, setting up or correcting your Psychology Today and Counselling Directory listings, strengthening your local search, and shaping your content so AI tools can recommend you.
3
Enquiries
We look at what happens between someone finding you and booking a first session. Then we fix what's losing people: missing prices, broken booking links, pages that compete with each other, and booking or payment that takes too many steps.
Every piece of work starts from one agreed goal, so nothing gets done just because it's on a checklist.
Ways to work together
Free call
You leave with: An honest answer on whether I can help, and which option makes sense.
Best if: You're not sure yet what you need.
Time: 30 minutes
Cost: Free
Growth Sessions
You leave with: A summary of what we discussed, what we agreed, and what to work on next.
Best if: You want someone to think the business side through with, regularly or once.
Time: 1 hour, as often as you want
Cost: £120 per session
Growth Strategy
You leave with: A written report with prioritised recommendations, phased now / next / later, with evidence.
Best if: You need to know what's actually happening, with evidence.
Time: Discovery call, then a report and walkthrough
Cost: £1,200
Hands-on support
You leave with: The work done, from your Growth Strategy or a specific job you bring.
Best if: You know what needs doing and would rather it was done for you.
Time: A fixed project with an agreed end date
Cost: Fixed price, agreed before we start
Free call
- You leave with
- An honest answer on whether I can help, and which option makes sense.
- Best if
- You're not sure yet what you need.
- Time
- 30 minutes
- Cost
- Free
Growth Sessions
- You leave with
- A summary of what we discussed, what we agreed, and what to work on next.
- Best if
- You want someone to think the business side through with, regularly or once.
- Time
- 1 hour, as often as you want
- Cost
- £120 per session
Growth Strategy
- You leave with
- A written report with prioritised recommendations, phased now / next / later, with evidence.
- Best if
- You need to know what's actually happening, with evidence.
- Time
- Discovery call, then a report and walkthrough
- Cost
- £1,200
Hands-on support
- You leave with
- The work done, from your Growth Strategy or a specific job you bring.
- Best if
- You know what needs doing and would rather it was done for you.
- Time
- A fixed project with an agreed end date
- Cost
- Fixed price, agreed before we start
Want marketing help without a monthly retainer? See exactly what the £1,200 Growth Strategy gets you →
Not ready to talk yet? Take the free Growth Check. It takes about five minutes and shows where your practice is most likely being held back.
What Clay clients say
“I always knew what was happening and what to expect next.”
“Working with George on my Growth Strategy Report was a really positive experience. The whole process was clear from start to finish, and I was kept informed at every stage, so I always knew what was happening and what to expect next. George was extremely knowledgeable and took the time to explain things in a way that made sense, helping me understand what was going on throughout. I came away with a much clearer picture of my practice's online presence and would happily recommend him to others.”
“We have improved the marketing of our courses with positive results.”
“Our main reason for seeking the input of Clay Consulting was to help us optimise Catalyst’s website as our core online marketing tool. Clay Consulting carried out an audit of our website promptly and effectively and provided a detailed report with areas for improvement.
As changes can take time to implement, we particularly valued the personal service with the offer of regular 1:1 meetings to help us understand aspects of the report and also the technical nature of some of the SEO content. These meetings helped us to understand what we needed to do. We were then able to translate this into action to enhance our online presence.
Companies can spend a huge amount of money on these kinds of activities, so it was important to Catalyst that Clay Consulting demonstrated sensitivity to our specialist area of work and a sympathetic understanding of our budgetary constraints as a not-for-profit social enterprise.
As a result of working with Clay Consulting, we have improved the marketing of our courses with positive results. I would definitely recommend Clay Consulting to other organisations or individuals looking to improve their online presence.”
Frequently asked questions
Who does Clay work with?
Clay works with therapists, counsellors, psychotherapists and therapy organisations across the UK, from trainees and newly qualified practitioners to established practices, CICs and training organisations. All work is done online.
What's the difference between a Growth Session and a Growth Strategy?
A Growth Session is a one-hour call to work through whatever is on your mind, with a written summary afterwards, for £120. A Growth Strategy is a full review of your practice built around one agreed goal, delivered as a written report with phased recommendations and a walkthrough call, for £1,200. Sessions suit ongoing questions; a Strategy suits needing to know what's actually happening and what to do first.
Can Clay do the work, or just advise?
Both. Clay can carry out the recommendations from your Growth Strategy, or take on a specific job you bring, such as setting up your Google Business Profile or rewriting your directory listings. Hands-on work is scoped as a fixed project at a fixed price, agreed before it starts.
Can you help my practice get recommended by ChatGPT and other AI assistants?
Yes. More people now ask AI assistants to recommend a therapist, and those tools favour practices whose websites and listings answer specific questions clearly. Clay's own clients mostly find it through ChatGPT, and the same approach is applied to your practice.
Can you set up my Google Business Profile or Psychology Today listing?
Yes. Clay sets up, claims and corrects Google Business Profiles and directory listings, including Psychology Today, Counselling Directory and BACP. The aim is that all of them describe the same practice, in the same place, with the same specialism.
Do you build websites?
Only where a Growth Strategy shows that a new site is what's needed. Most of the time, improving the website you already have does more, and costs less.
Do you use AI to write the reports?
George uses AI tools to speed up research and drafting, the same way he uses any other tool. What isn't outsourced is the thinking: every finding comes from your own practice's data, and every recommendation is George's judgement, reviewed and signed off by him before it reaches you. He spent eight years at Amazon writing strategy documents, and applies the same standard to every report.
Will I need to share anything about my clients?
No. Clay never needs clinical or client information. The work uses your website, directory listings and, with your permission, view-only access to tools like Google Search Console and Google Analytics.
Can you guarantee more clients?
No, and anyone who does is guessing. What Clay can do is find what's holding your practice back, agree one measurable goal with you, and focus every recommendation on reaching it.
Not sure where to start?
Most people aren't, until they've talked it through. A short call costs nothing and tells you what's actually worth doing.
Book a free 30-minute call