Why We Built a Boutique Agency (And What That Means for Your Practice)

When I founded Place Digital in 2019, I didn't make a deliberate decision to stay small.

That decision came more recently—as SEO became more competitive and more resource-intensive, I realized I couldn't help everyone the way I wanted to. We've had to become more selective about who we work with.

I wish I could help every therapist who reaches out. But with how much time and expertise complete SEO strategies now require, that's simply not possible anymore. (Although we are creating new resources like Best Therapists at besttherapists.com to help as many therapists as we can!)

While other marketing agencies were scaling to hundreds of clients, optimizing for volume, and building systems designed for maximum efficiency, I went the opposite direction.

We work with a carefully selected group of therapy practices. We turn away far more potential clients than we accept. We have long conversations before we'll even consider a partnership. We're involved in every aspect of strategy rather than handing work to junior team members.

This isn't because we don't want to grow. It's because we fundamentally believe that transformational results require a different model.

Let me explain why we built our agency this way—and what it means if you decide to work with us.

The Boutique Philosophy: Depth Over Volume

Most marketing agencies operate on a simple premise: more clients equals more revenue.

Scale the team. Systematize everything. Delegate to junior talent. Serve as many practices as possible. It's what's known as a "churn and burn" agency model.

A lot of agencies actually make money this way. They offer outdated strategies (or things that don't work very well) for not very much money, knowing full well that their clients won't be happy. The clients leave after their first engagement with them, but it doesn't really matter since retention isn't their business model. They've made a profit, and they'll move onto the next project.

But it wasn't what I wanted to build.

I've now worked inside the therapy industry for years since our founding in 2019. I saw incredible clinicians struggling with marketing that didn't work. I watched practices invest thousands monthly with minimal results. I heard the same frustrations repeatedly: "We tried this. It didn't work."

What I realized was that meaningful growth for therapy practices required something most agencies couldn't provide: genuine partnership.

Not a vendor relationship. Not a service provider checking boxes. But a team that's deeply invested in your practice's success and has the expertise to deliver results.

That level of partnership doesn't scale to hundreds of clients. It requires focus, attention, and a different way of structuring an agency.

So that's what we built.

What "Boutique" Actually Means in Practice

When we say we're a boutique agency, here's what that translates to:

1. We're Selective About Partnerships

We have three requirements before we'll work with a practice:

Requirement #1: Solid digital foundations. Your website needs to function properly and your Google Business Profile needs at least a 4-star rating. We're not talking perfection—just baseline competence. We can't market a fundamentally broken digital presence effectively.

Requirement #2: A viable business model. Your core clinical services need to work. Clients need to be receiving high quality treatment. We're growth partners, not business fixers. We absolutely help with business strategy as it relates to marketing—sales processes, conversion systems, positioning, scaling—but your fundamental business model needs to be sound.

Requirement #3: Clear vision and readiness to delegate. You know where you want your practice in 1, 3, and 5 years. You're past the DIY phase. You're ready to invest in experts who can execute strategy while you focus on running your practice and pursuing your professional ambitions—whether that's offering international wellness retreats, writing a book, or working part-time.

If you don't meet these criteria, we'll tell you honestly—and encourage you to work on those foundations before spending money with us.

This selectivity isn't about being exclusive for its own sake. It's about ensuring we only take on practices where we're confident we can deliver meaningful results.

2. We Build Long-Term Partnerships

The practices we work with that achieve significant growth—some reaching hundreds of thousands in revenue within twelve months—are the ones committed to sustained effort.

We're not interested in three-month contracts or quick campaigns. Real SEO that delivers sustainable, predictable growth requires:

• Consistent effort month after month (authority compounds over time)

• Patient commitment to long-term strategy

• Ongoing optimization of previously created content based on results

• Systems improvements as your practice scales

A Calgary practice we work with learned this lesson after initially scaling back SEO efforts when revenue was solid. Then Google's 2026 algorithm updates hit and rankings started dropping fast.

What they discovered: you can't turn SEO on and off like a faucet. Sustained growth requires sustained effort.

After re-engaging fully, they now see 70-100 qualified inquiries monthly, 20-25 signed clients per month, and work exclusively with us—no more paying for multiple marketing channels.

That's what long-term partnership delivers.

3. We Tell You What You Need to Hear

My team has a nickname for our approach: the "bad news bears."

Not because we're pessimistic. Because we're honest—even when it's uncomfortable.

Example 1: The Budget Reality Check

When someone says, "I have $1,000/month to spend. I want to rank for 'best therapist in [major city],'" most agencies say, "Great! Let's get started."

We say, "I need to be honest. In a competitive market, that budget won't deliver the results you're hoping for. Here's why, and here's what would actually be required..."

We'd rather lose a potential client than take their money knowing we can't deliver.

Example 2: The Timeline Truth

When asked, "How quickly will I see results?" we're upfront: "We have some strategies that can generate inquiries overnight, but the bigger results—like 100+ inquiries per month—typically take 6-12 months. If you need immediate results, we're not the right fit."

Example 3: The Strategy Reality

If someone asks, "Can we just do content for now and add link building later?" we're direct: "That's not a strategy—content without link building won't rank in competitive markets. If you're not ready to invest in a complete approach, you should wait until you are."

Is this approach warm and fuzzy? No.

Does it cost us potential clients? Absolutely.

But it means the practices we work with actually see results—because they came in with realistic expectations, appropriate budgets, and commitment to what works.

How We Built Our Team Differently

Most SEO agencies are built around content production. Hire writers, create editorial systems, scale volume.

We built our team around complete strategies.

Our primary differentiators are PR, our focus on optimizing for AI, and our unique content strategies.

Our Award-Winning PR Division

The core difference in our approach is that we have an in-house PR team that's been recognized on Qwoted's Top 100 PR Professionals list for multiple consecutive quarters.

This isn't a side service we tacked on. It's foundational to how we deliver results.

Our PR specialists know how to pitch to major publications like Forbes, Business Insider, TIME Magazine, and major health publications. They understand how to position therapists as credible expert sources. They know what makes a newsworthy pitch versus a promotional one.

This capability allows us to secure the media placements and authoritative backlinks that move rankings—not just create content and hope it performs.

For that Dallas practice that now receives 90-100 inquiries monthly, we secured placements in Scary Mommy. For our Calgary client, we landed features in SheKnows and AskMen. For our Denver client, we secured media coverage for them in Better Homes and Gardens, Well & Good, and Parade.

These aren't vanity metrics. These placements directly improved their rankings for competitive keywords and positioned them for AI recommendation systems.

Optimizing for AI-Driven Search

We don't just optimize for traditional Google search—we're building authority that positions practices to be recommended by AI tools like ChatGPT, Google's AI Mode, and other emerging platforms that are changing how people find therapists.

This means focusing on genuine authority signals: media features, expert positioning, verified profiles, 5-star reviews, and trust indicators that AI systems rely on when making recommendations.

Former Clinicians on Our Content Team

We also have former clinicians on our content team—like Katelyn, who brings firsthand understanding of therapy from the inside.

This means the content we create doesn't just check SEO boxes. It resonates with therapy-seekers because it's written by people who understand the clinical perspective and the client experience–and it’s clinically accurate.

Deep Expertise in Therapy Practice Marketing

Since 2019, we've worked exclusively with mental health practices. We don't serve every industry—we've chosen to specialize.

This focus means we understand:

• How therapy-seekers search and make decisions

• What converts inquiries into signed clients

• How to position different therapeutic modalities

• The unique challenges of private-pay group practices

• What actually works in this specific market

When you work with us, you're not getting generic marketing tactics adapted to therapy. You're getting strategies built specifically for this industry.

Our Complete Strategy Approach

Here's how we think about delivering results:

Component #1: Strategic Visibility

We don't just create content and hope it performs. We implement:

• Keyword research for both commonly searched and niche specialties

• Proven-to-rank page templates that Google and AI systems reward

• Content that resonates with therapy-seekers' actual concerns

• Ongoing optimization of previously created content based on performance data

• Google Business Profile strategies for exponential expansion

Component #2: Authority Building

Through our PR team, we secure:

• Media placements in major publications (Forbes, Business Insider, TIME)

• Expert quote opportunities in health and wellness articles

• Podcast guest appearances

• Strategic local sponsorships that build community trust

• Backlinks from authoritative sources

This builds the credibility signals that both Google and AI recommendation systems rely on.

Component #3: Conversion Infrastructure

Visibility without conversion wastes money. We help practices implement:

• Automated response systems (text and email)

• Online scheduling to reduce friction

• Follow-up sequences for "not ready yet" leads

• CRM systems for tracking and optimization

• Sales processes that feel authentic (not pushy)

The goal is hitting the 20% conversion benchmark that separates thriving practices from struggling ones.

Building for Tomorrow, Not Just Today

One reason we're selective about long-term partnerships is that we're building for the AI-driven search landscape that's already here.

When someone asks ChatGPT or Google's AI Mode, "Who's a good trauma therapist near me?" the AI looks for practices with:

• Strong online reputations (reviews, consistent mentions)

• Backlinks from authoritative sources (media features, expert quotes)

• Established presence across platforms (verified profiles, directory listings)

• Trust signals that validate credibility

If you don't have robust online authority, you won't just be invisible in traditional search—you'll be invisible to AI tools that are rapidly changing how people find therapists.

This is why our strategies focus on building genuine authority, not gaming algorithms. We're positioning practices to dominate for the next decade, not just rank temporarily.

What Our Approach Delivers

Let me share what results look like when we implement this complete philosophy:

Dallas Private Pay Practice:

• 90-100 inquiries monthly

• Dropped both their previous SEO and PPC agencies

• Now working exclusively with Place Digital

• Better results at lower total cost

Calgary Private Pay Practice:

• 70-100 qualified inquiries monthly

• 20-25 signed clients per month

• Initial sessions at $290-$330 CAD

• Only paying for one marketing channel now

Denver Private Pay Practice:

• 100+ client inquiries per month

• Growth from 31 position 1-3 rankings to 88 position 1-3 rankings

• Expanded visibility across Denver

These aren't outliers. They're what happens when practices commit to a complete approach with sustained effort.

The Trade-Offs of Working With Us

I want to be honest about what working with a boutique agency means:

What you get:

• Deep partnership and personal attention

• Complete strategies (not just pieces)

• A team with specialized expertise

• Long-term thinking and sustainable growth

• Honest advice even when it's uncomfortable

What you don't get:

• The lowest price option

• Quick fixes or shortcuts

• A vendor who says yes to everything

• A massive team (we stay deliberately small)

We're not for practices looking for the cheapest option or fastest results. We're for practices ready to invest in what actually works and commit to building something exceptional.

When We're the Right Fit

You might be a good fit for Place Digital if:

• You're building a private-pay group practice in a major metropolitan area with growth ambitions (many of our clients accept some insurance plans)

• You're past the startup phase and ready to scale strategically

• You value honesty over empty promises

• You're willing to invest appropriately for real results

• You want a partner, not just a vendor

• You're committed to long-term growth, not quick fixes

• You're tired of partial strategies and want the complete approach

You're probably not a good fit if:

• You're just starting out and still building foundations

• You need immediate results (complete SEO takes 6-12 months for bigger results)

• You're looking for the cheapest option

• You want someone who'll just do what you tell them

Our Vision for Partnership

When we take on a new practice, we're not thinking about the next three months. We're thinking about where your practice can be in three years.

We're asking:

• How do we build visibility that compounds over time?

• What authority signals will position you for AI-driven search?

• How do we create systems that scale as you grow?

• How many signed clients do you need to meet your growth goals and in what time frame?

This requires a different kind of partnership than most agencies offer. It requires honesty, patience, investment, and shared commitment to long-term success.

But for practices ready for that kind of partnership, the results speak for themselves.

Think there might be a fit? Reach out to our team. We'll review your situation honestly. If we believe there's potential for a meaningful partnership, we'll schedule a strategy call. If we don't think you're ready yet, we'll tell you that too—and what foundations you need to build first.

Because that's what boutique agencies do. We tell you the truth, even when it costs us a client.