Should you offer free consultations?

Let’s talk about free consultations. Therapists often have strong—and conflicting—opinions on the topic. Some think it’s essential and builds your client base faster, while others believe it’s not worth the hassle and devalues therapy. The truth? It depends. It hinges on your practice goals, your financial reality, and the clients you serve best. Let’s explore whether offering free consultations makes sense for your practice.  

Consultations vs. intake sessions 

First, let’s clarify what a consultation is. 

A consultation differs significantly from an intake or first therapy session. During a consultation, you’re primarily focused on determining fit and answering questions about your approach. It’s a brief professional introduction (usually between 15 and 30 minutes) where you help potential clients understand how you work and whether you’re the right therapist for their needs (and if they’re the right fit for you). 

An intake session, on the other hand, marks the official start of therapy. It’s a full-length session where you gather detailed clinical information, discuss treatment goals, and begin forming a therapeutic alliance. You’ll typically collect family history, explore presenting problems in depth, and start developing a treatment plan. This session requires more clinical expertise and time, which is why it’s generally a paid session. 

Some therapists choose to combine the consultation with the intake session, charging their full fee for a comprehensive first session. Others prefer keeping these meetings separate, viewing the consultation as a chance to establish fit before diving into clinical work. Both approaches are valid; the key is being clear with potential clients about what each meeting entails and any associated fees. 

Understanding the value exchange

Free consultations take up your time and expertise – resources you could spend with paying clients. But they also give potential clients a chance to meet you and feel comfortable before committing to ongoing therapy. 

Ask yourself key questions to find your path. What’s your primary goal: quickly filling openings, ensuring perfect long-term fits, or serving a specific community? Honestly assess your time and energy. Do free consultations drain you, or feel sustainable? Can your practice absorb the potential income loss? Think about your ideal clients. Would a free call genuinely help them feel more comfortable, or would a short, low-cost option be sufficient?  

Reflect on your boundary strength. Can you confidently keep a free call focused—on time, and distinct from therapy?

Most importantly, what feels authentic? Does offering free time align with how you value your work and present your practice? 

Why some therapists choose free consultations

Some therapists find real value in offering a brief, free consultation.  

It can lower a significant barrier for potential clients. Starting therapy is a big step, and financial concerns add pressure. Removing the cost for that first contact might help someone feel safer reaching out.  

This conversation also builds early rapport. It gives both of you a chance to see if connecting feels possible before committing time and money. You get a quick sense of their concerns, and they hear your approach. This mutual check-in can prevent mismatches later, saving everyone frustration. Instead of doing all the work for an intake session and getting ghosted, you can reduce mismatches right away. As Dr Rosie Gilderthorp points out in her podcast The Business of Psychology, “You could be amazing for the right person and rubbish for somebody else.” 

A focused, helpful chat can also demonstrate your expertise naturally, making the transition to paid sessions feel smoother. 

When free consultations might not fit 

Free consultations might not fit your practice well if you already have a full client load or if your specialty attracts clients who are ready to commit. Some therapists find that prospective clients in their area are not receptive, or that their time is better spent focusing on current clients. 

Your knowledge is valuable. Offering it for free, even briefly, can unintentionally suggest it isn’t. This can impact how clients perceive therapy’s worth overall. “It diminishes the value of your therapy,” explains Florida private practitioner Michael Spellman, PhD, in this APA article. “The message that the first one is free is great, if you’re an ice cream parlor, but it doesn’t communicate to people all the years of training you have as a practitioner.” 

Even if you don’t devalue your expertise, you’re still spending time working for free. Except, as Dr. Aaron Balick points out in this blog post, free consultations aren’t free for you. Giving away significant chunks of time can directly impact your income, especially for newer therapists or those with limited openings.  

Free consultations are also a challenge for your boundaries. It can be harder to keep the call focused and time-limited when money isn’t involved. Clients might share deeply personal information quickly, expecting immediate help, which isn’t appropriate for a consultation. 

If you offer free consultations, be prepared for potentially higher no-show and cancellation rates; people often prioritize paid commitments more highly. 

Sometimes, free attracts people primarily seeking free anything, not necessarily committed therapy. You might spend time screening clients who are looking for quick advice but aren’t serious about ongoing work. 

How to make free consultations work for your practice 

If you decide to offer free consultations, structure is essential. Define exactly what the free consultation covers (e.g., 15 minutes, discussing goals, answering 2-3 questions, explaining your process). Stick to the time firmly. State upfront that it’s not a therapy session. 

Prepare a framework for these meetings. Know which questions you’ll address and how you’ll handle situations where you’re not the right fit for a potential client. This preparation helps make these sessions valuable for both you and your prospective clients. 

Some therapists set specific blocks of time just for consultation. It keeps free work to a minimum and ensures your schedule prioritizes current clients.  

Ensure your website or professional profile clearly outlines your approach, specialties, and fees; strong self-screening information online reduces unnecessary inquiries. Some therapy websites even include the structure of their consultation sessions. 

Alternatives to free consultations 

Offering a short, paid consultation at a reduced fee maintains the value of your time while still lowering the initial barrier. Clearly frame its purpose.  

Implementing a sliding scale for ongoing sessions might better address financial accessibility than discounting the initial contact.  

Finding your balance 

There’s no universal rule. Some therapists thrive with free consultations. Others find paid or structured alternatives work for them far better. What works for your colleagues might not work for you, and that’s okay.  

Consider your practice goals, financial needs, and the types of clients you serve. Weigh the real benefits against the real costs – financial, energetic, and professional.  You might test free consultations for a set period and evaluate the results. Pay attention to how it affects your schedule, energy, and client conversion rates. 

Choose the approach that lets you show up fully, sustains your practice financially, and helps you connect with clients ready for the meaningful work you offer. That’s the fit that matters most. Trust your judgment. You know your practice best.