Many of us don’t think in terms of sales funnels. In allied health, that language can feel… off. But the idea itself is simply a map of how someone moves from:

First hearing about your practice → Reaching out → Becoming a client.

Every practice has a funnel, whether or not we call it that. The question is: Is yours intentional?

Why the Funnel Matters (Especially for Consistency)

Caseloads ebb and flow. For many practices, late winter (February–March) is busy; holidays and summer can be quieter. When you understand the steps people take to find and choose you, you can smooth those ups and downs without turning your practice into a marketing machine.

Despite the name, it’s not about being salesy.  All you have to do is educate potential clients and referral sources about what you do, clarify fit, and make it easy for the right people to connect with you.

Reflection: Do you notice seasonal patterns in your referrals? Where do most new clients hear about you first?

The Funnel In Four Stages

1. Awareness — someone first learns you exist

2. Interest — they explore what you do

3. Consideration — they decide if you’re the right fit

4. Commitment — they take action (schedule, refer, inquire)

Bonus: Loyalty — excellent care builds trust and return/referring clients

Two everyday examples

• Referral source: A physician hears about you (awareness), asks a colleague about your services (interest), considers whether you fit their patient’s needs (consideration), then sends a referral (commitment).

• Potential client: A parent finds your website (awareness), reads your services (interest), compares you with another provider (consideration), then books the first session (commitment).

If any step is unclear or inconsistent, the pathway slows. Support each stage, and referrals flow more steadily.

A 15-Minute Funnel Audit

Set a timer and jot quick answers:

Awareness

• Top three ways people find you (be specific).

• Is your contact info and service area visible wherever you’re listed?

Interest

• Can a skimmer understand your services in 30–60 seconds?

• Do you speak to both referral sources and potential clients (in their language)?

Consideration

• How easy is it to reach you? (Clicks, fields, wait time.)

• Do you offer a brief consult call or clear “what happens next”?

Commitment

• How fast can someone schedule that first appointment?

• Are intake forms short, mobile-friendly, and sent promptly?

Loyalty

• Do you close the loop with referrers? (Thank-you + brief update.)

• Do you invite returning clients or share helpful resources post-discharge?

  
  

  Identify the one stage that needs attention first.

Strengthen Each Stage: Practical Moves

Awareness

• Refresh your website footer and Google Business Profile with clear service area(s), specialties, and contact.

• Ensure you’re findable where it matters: insurance directories (if applicable), local pediatricians/PCPs, school teams, community organizations.

• Keep a one-page overview (PDF or webpage) tailored to referrers.

Interest

• Make your services page skimmable: brief description, who benefits, what to expect, outcomes, fees/insurance basics.

• Use plain language for clients; include concise clinical specifics for professionals.

• Add a short “How we work” section: evaluation → treatment → home practice → progress checks.

Consideration

• Reduce friction:

  
  Inquiry form: 5–7 fields max.
  Promise and keep a response window (e.g., “We’ll reply within 1 business day”).
  Offer a 10–15 minute consult with 2–3 time options.

• Provide fit clarity: ideal clients, age ranges, conditions, and when you refer out.

Commitment

• Enable online scheduling or send a direct scheduling link within your first reply.

• Auto-send concise, friendly intake instructions. Test on mobile.

• Share first-session expectations: parking/telehealth link, length, what to bring, fee, cancellation policy.

Loyalty

• Graduation email with home program tips + how to re-engage.

• For referrers: brief thank-you + high-level outcome note (within privacy limits).  If you’re sharing evaluation reports or progress notes make sure they’re easy to read and understand.

• Quarterly check-ins with top referrers: “What would be helpful for your patients this season?”

Light-Touch Scripts

Inquiry reply (client-facing)
“Thanks for reaching out, and welcome. Based on what you shared, it sounds like we can help with [goal/concern]. The next step is a brief call to confirm fit and answer questions. I have times on Tuesday at 12:30 or Wednesday at 9:00.  Do either of those work for you? If you prefer, you can book directly here: [link].”

Referral follow-up (to a physician or school partner)
“Thank you for the referral of [initials]. We’ve scheduled the intake for [date]. With their consent, I’ll share a brief update after our evaluation and coordinate care as needed.”

Metrics That Matter (Keep It Simple)

Track monthly:

• Source of inquiry (top 3–5 channels)

• Time to first response (goal: within 1 business day)

• Consult-to-evaluation booking rate

• No-show/late-cancel rate for first appointments

• Seasonal patterns (which months dip? which surge?)

Small, steady improvements beat big overhauls.

Common Friction Points & Easy Fixes

• Too many form fields → Trim to essentials; ask deeper questions at intake.

• Unclear fees/insurance → A short, plain-language “Paying for Care” section with scenarios.

• Slow replies → Use a templated inbox + autoresponder with when-you’ll-hear-back.

• Scheduling back-and-forth → Offer direct booking or pre-set consult slots.

• Vague service descriptions → Add brief “who we’re best for” and “who we refer” statements.

Try This in the Next 7 Days

• Choose one stage.

• Make one change (e.g., shorten your inquiry form, add consult time blocks, or create a one-page referrer handout).

• Measure its impact for a month.

Join the Conversation

This post grew from discussions in our Layers Private Practice Collective - a quarterly, virtual space for peer learning about the nuts and bolts of starting and scaling a practice. We’d love your voice in the mix.

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