It's surprising how many private counselors' websites use terms like "we," "us" and "our counselors" but never actually reveal who those "people" are. I'm sure a lot of them are actually one-person shops that want to appear bigger than they are. I wish they didn't put that pressure on themsleves. Being small is nothing to be ashamed of. You can be more personal, more attentive and more responsive to your customers. You can often just do better work than the big guys can.
Whether it's one person or 100, people want to know who they're hiring. If it's just you, why not celebrate it? Say "Me," not "We." Come right out and tell people that you answer the phone and lick envelopes and counsel the kids yourself. Plenty of families will appreciate you for it.
As Jason Fried writes in Inc. Magazine this month:
Being small is nothing to be insecure or ashamed about. Small is great. Small is independence. Small is opportunity. Celebrate it. Don't hide from it. Businesses always benefit from being straightforward and clear. So don't worry about it. Don't act. Be upfront and honest, and bask in your smallness. It's truly to your advantage."
From "Don't Exaggerate Your Size"