ABSTRACT
This chapter discusses how a therapy centre conceptualises its walk-in service and what it wants to convey to clients about the service by considering how it advertises it on its website. This service terms itself both as a 'drop-in' and a counselling service, and on its website, it is clear that the one can evolve into the other. Clients are given permission to continue to use the drop-in, and those who do are given a choice to see whoever is on duty or to see a particular counsellor again. When the latter happens, and the two see one another regularly, it has evolved into counselling, and the client can 'apply' to have that officially recognised as counselling with agreements concerning focus and commitment. Overall, it is clear that the way an agency advertises its services conveys what it deems to be important and what it wants its clientele to know about its priorities.
