How to make a caption sound like you
The captions here are starting points. The most effective therapist posts we see have something only that therapist could have written — a phrase they use in sessions, the way they explain an idea, a detail of their room or their week. Take a caption, keep the structure, and replace one sentence with something of your own.
- —Lead with the idea, not the greeting. The first line is all most people see.
- —One idea per post. If you find yourself writing 'also', that's a second post.
- —Write how you speak in a first session — warm and plain, not clinical.
- —End with an invitation rather than an instruction: 'If this resonates…' rather than 'Book now'.
- —Keep keywords natural. Instagram search now reads captions, so mentioning 'anxiety therapy in Leeds' helps people find you.
The ethical lines for therapy captions
Avoid anything that implies a guaranteed result (“therapy will fix…”), creates urgency around distress, or uses a client's story — even anonymised — without very careful consent. The ASA's CAP Code applies to your social media just as it does to your website. And because comments are public, invite people to contact you privately rather than share personal details below a post.
Pair captions with the right content
Plan the year around our 2027 mental health awareness days calendar, add a relevant set from our hashtags for therapists, and if you'd like the craft behind it, read how to write Instagram captions as a therapist. Prefer to hand it over? Our social media management is written in your voice and reviewed against professional-body guidance.