Pride Starts at Hello: Inclusive Client Experiences That Keep People Coming Back
In mental health care, first impressions are everything. And during Pride Month—and every month—it’s critical for therapy practices to ensure their first point of contact communicates safety, affirmation, and genuine inclusion.
We say it often, but it bears repeating: retention starts at the first hello. And not just any hello—an intentional, inclusive one.
In this blog, we explore concrete reasons why inclusive practices aren’t just nice to have—they’re essential for building long-term client trust, satisfaction, and retention. We’ll also explore how your admin systems (yes, even your intake forms and phone scripts) might be working against you—and how to fix it.
The First Door Clients Walk Through
For LGBTQ+ clients, finding a therapist who truly gets them can feel like navigating a maze of microaggressions and coded language. Many queer and trans clients have experienced therapy that was more harmful than healing, so when they reach out to your practice, they’re already doing something brave.
But that bravery doesn’t mean they’ll stay if any of your practice’s touchpoints feel off.
Before a single session ever happens, the experience begins:
Your website copy
Your intake forms
Your Psychology Today profile
The voice on the phone
The tone of your emails
The questions you ask (or don’t ask)
These seemingly small things communicate a lot. Are you a safe place? Can you be trusted? Will the client need to educate you on their identity—or worse, defend it?
That first impression doesn’t just affect conversion—it deeply impacts retention.
Inclusive Practices That Signal Safety
If your practice wants to retain LGBTQ+ clients, you need more than a rainbow flag on your website during June. You need systems and processes that reinforce safety, affirmation, and belonging—consistently.
Here are a few high-impact admin areas to focus on:
1. Intake Forms: More Than a Checkbox
Does your intake form only offer “Male” and “Female” gender options? Does it assume heterosexuality or use outdated language?
Inclusive forms:
Allow clients to write in their gender identity
Ask for pronouns, separately from gender
Include a space to share chosen names (vs. legal name)
Ask respectful, relevant questions without making assumptions
Bonus: These inclusive practices help cisgender and heterosexual clients feel seen too. Win-win.
2. Phone Scripts & Live Call Support
The person who answers your phone is often the first live human contact a client has with your practice. That role isn’t administrative—it’s the beginning of the relationship.
TheraRep, our live call support service, trains team members in trauma-informed, identity-affirming phone interactions. Our TheraReps:
Use gender-neutral language
Mirror pronouns and names correctly
Create space for questions without rushing
Know how to validate without overstepping—responsible empathy
If you’re relying on voicemail or inconsistent phone coverage, it’s a missed opportunity—and potentially a red flag for clients who need reassurance through responsiveness and connection.
3. Website Language That Works for Everyone
Your website is open 24/7. Does it reflect your values even when the office is closed?
Inclusive practices include:
Using “they/them” as the default pronoun when describing clients
Featuring diverse photography and client scenarios
Explicitly stating your commitment to inclusion—not just a DEI boilerplate
Including bios with pronouns for all clinicians and staff
Diversity in your clinical and support team
Pro tip: Ask yourself, “Would someone from a marginalized group see themselves reflected and welcomed here?” Our client, The Goode Practice does an exceptional job of communicating their inclusivity to diverse populations on their website.
4. Training Your Admin Team
You’ve trained your clinicians in cultural humility. But has your admin team been trained too?
Retention relies on trust—and clients interact with admin as much (or more) than their therapist.
Train your front desk, your billing team, and your call support providers in:
Correct name/pronoun use
Responding to misgendering mistakes
Avoiding gendered assumptions (e.g., “Is your husband also coming in?”)
Admin support is a frontline service. Equip your team accordingly.
Consistency = Retention
You can’t build trust with a “one and done” approach to inclusivity. LGBTQ+ clients—like all clients—stay when their experience consistently feels:
Respectful
Reliable
Responsive
Your intake process, call handling, portal access, billing practices, and scheduling support all contribute to this experience. One friction point can undo all of your good intentions.
Want to see how it all connects? Join our June 20265 webinar:
Retention Over Conversion: Designing a Client Experience That Keeps Them Coming Back
🗓️ June 18 at 1pm ET
In this free, expert-led session, we’ll help you:
Why retention > conversion for sustainable growth
Key gaps in the client experience that cause early dropout (and how to fix them)
Systems and strategies to create a client journey that builds loyalty and trust
Simple ways your admin or VA can elevate the client experience behind the scenes
BONUS: All live attendees receive our CEO Clinician’s 90-Day Success Planner (a $10 value), and all registrants get the replay + our new Retention Strategy Guide.
Inclusive Support = Better Business
When LGBTQ+ clients feel seen and supported, they stay. And when your systems reflect your values, it becomes easier to grow a reputation built on trust.
At Move Forward Virtual Assistants, we help practices show up with clarity, consistency, and care—especially where it matters most: first contact.
Ready to build a client experience that backs up your values?
Because Pride starts at hello—but it doesn’t stop there.
