A Complete Guide to Google Business Profiles for Therapists

When someone searches for a therapist in your area, the first thing they often see is not your website — it is your Google Business Profile. That small box at the top of search results can be the difference between a new client finding you or choosing someone else. This complete guide to Google Business Profiles will walk you through everything you need to know.

Why GBP matters: Your Google Business Profile is often the very first impression potential clients have of your practice. A complete, active profile can be your most powerful local marketing tool.

Claim and Verify Your Profile

If you have not already claimed your Google Business Profile, start there. Go to google.com/business, search for your practice, and follow the verification process. Google will typically send a postcard with a verification code to your practice address.

Fill Out Every Field Completely

Google rewards complete profiles with better visibility. Fill in your business name, address, phone number, website, hours of operation, services, and categories. Choose the most specific categories available — "Psychotherapist" rather than just "Health" — to help Google match you with the right searches.

Choose the Right Categories

Your primary category is the most important. For therapists, common categories include Psychotherapist, Counsellor, Mental Health Service, and Marriage Counsellor. You can also add secondary categories to cover additional services.

Post Regular Updates

Google Business Profiles allow you to post updates, offers, and events. Regular posting signals to Google that your profile is active, which can boost your visibility. Share blog posts, tips, or simply a seasonal message.

Encourage and Respond to Reviews

Reviews are one of the most influential factors in local search rankings. Encourage satisfied clients to leave reviews. Respond to every review — positive or negative — with professionalism and grace. This shows potential clients that you are engaged and care about feedback.

Add Photos Regularly

Profiles with photos receive significantly more engagement. Add photos of your practice space, your building exterior, and yourself. Update them periodically to keep your profile fresh.

Use the Q&A Feature

Monitor and answer questions on your Q&A section. Common questions like "Do you accept insurance?" or "What are your hours?" answered promptly can help convert searchers into clients.

A well-optimised Google Business Profile is one of the most effective marketing tools for therapists. If you would like help setting up and managing yours, our managed plans include ongoing GBP management.