Therapists often struggle to connect with clients before the first session. Matthew Sharpe found a way to break that barrier—through humor. As a Cognitive Behavioral Therapist and former pastor, Matthew saw firsthand the stigma surrounding therapy, especially among men. He began integrating comedy into his outreach, using stand-up performances in bars, churches, and workplaces to open conversations about mental health. We built a website that didn’t just introduce his services—it showcased him, allowing potential clients to experience his warmth, humor, and insight before ever stepping foot in his office. The result? A thriving practice fueled by personal connection, referrals, and a groundbreaking approach to therapy.
Summary
The Problem: Breaking Down Walls Before the First Session
Therapy is deeply personal, yet for many, reaching out for help is the hardest step. Men, in particular, face a social stigma around seeking mental health support.
Matthew Sharpe saw this struggle up close. As a former pastor turned Cognitive Behavioral Therapist, he had walked alongside people in crisis, witnessing firsthand the pain of isolation. He had also experienced personal tragedy—losing loved ones to suicide—which fueled his mission to engage men in mental health conversations before they reached a crisis point.
But he knew something had to change. The traditional approach—quiet office spaces, serious marketing, clinical language—wasn’t going to reach the people who needed help most.
Matthew’s breakthrough? Comedy.
Therapy, but Different: A Stand-Up Approach to Mental Health
Matthew is a natural communicator. His time in ministry made him a gifted speaker, but his sense of humor was what truly set him apart.
He started by taking stand-up comedy classes, initially as a way to sharpen his public speaking skills. But something unexpected happened: he realized comedy was more than a tool—it was therapy in action.
Laughter, as it turns out, has tangible mental health benefits. Research backed what he was seeing firsthand—comedy broke down barriers, created instant connections, and allowed people to open up in ways they never would in a traditional therapy setting.
Laughter, as it turns out, has tangible mental health benefits.
Matthew began incorporating humor into his work, speaking at workplaces, churches, and even bars—where he reached men who might never set foot in a therapist’s office. His stand-up act, built around his role as a therapist, wasn’t just entertainment—it was a form of outreach. People laughed, then they listened. And then, they started reaching out for help.
Building a Website That Feels Like Matthew
With such a unique approach, we knew his website couldn’t be just another therapy website. It had to feel like him—engaging, warm, and real.
We led with his tagline: “Counseling a different way.”
Instead of sterile stock photos and medical jargon, we leaned into video. Matthew had a wealth of content, and we made sure his site showcased it—because seeing and hearing him was the best way for people to connect before ever booking a session.
We also designed the site for referrals. Roughly 75% of his leads come from personal recommendations—from clients, pastors, and community leaders who recognize when someone needs help beyond what they can offer. We made it easy for people to refer friends, ensuring that when someone was ready to take that first step, they knew exactly where to go.
The Unexpected Success of Comedy as Therapy
One of the biggest surprises? His comedy actually became a referral source.
Matthew’s therapist-comedian brand resonated so strongly that his stand-up gigs in bars and clubs led to actual therapy clients. But it didn’t stop there.
He partnered with comedians who wanted to use comedy as a form of healing and support. Together, they organized large-scale comedy showcases that raised awareness and funds for community mental health initiatives.
Seeing this unfold, we launched a separate website for his comedy brand, clearly linking it to his therapy practice. The message was clear: this isn’t a gimmick—this is an extension of the real work he does every day.
The Results: A Thriving, Authentic Practice
Matthew’s website became more than a digital business card—it became an extension of his personality. With video, humor, and a carefully crafted strategy, we helped people meet Matthew before ever picking up the phone.
And it worked.
His referral network grew. His content resonated. And his practice became a trusted resource not just for individuals, but for entire communities.
His philosophy sums it up best:
“Pastoral Psychotherapy intentionally treats the whole person; mind, body, and spirit. Together, we accomplish this by looking Inward, Outward, Upward, Backward, and Forward.”
The Takeaway: Marketing Therapy Without Losing the Human Touch
Mental health marketing often struggles with sterility—sticking to safe, generic messaging that lacks personality. But Matthew’s success proves that human warmth can (and should) be part of professional branding.
For therapists and other professionals, the lesson is clear:
✔ Your personality is an asset—let it shine.
✔ Video and storytelling build trust before the first session.
✔ Referrals thrive when the process is seamless and engaging.
Matthew took an unconventional path, and it paid off. His story shows that when you stop marketing services and start sharing a mission, the right people will find you.