Are clients finding your therapy practice online? Your Google Business Profile (GBP) often forms their first impression—and an optimized profile can significantly boost your local visibility and credibility.

Why GBP Is a Vital Tool for Therapists

Therapists depend on trust, rapport, and accessibility—and GBP helps with all three. When clients search for a “therapist near me,” your GBP can display your practice front and center, showing essential information at a glance: location, hours, services, and reviews.

Beyond visibility, GBP also builds trust. Potential clients can see your contact info, read glowing reviews, and get a snapshot of who you are before they click “Call” or “Book.” For many, that’s the difference between scrolling past or reaching out.

Step 1: Claim and Verify Your Profile

If you haven’t yet, visit Google Business Profile and claim your listing. Google will mail a verification postcard or allow instant verification. Once claimed, you can update profile info, respond to reviews, and add photos. This foundational step unlocks the rest of GBP’s potential.

Step 2: Audit NAP Consistency

Your Name, Address, Phone Number (NAP) must match exactly across your website, social channels, and any online directory—Psychology Today, health networks, etc. Inconsistencies confuse search engines and clients. A quick audit ensures a unified presence.

Step 3: Choose the Right Categories and Services

Select the main category that best represents your practice, like “Therapist” or “Counseling Psychologist.” Then add services you specialize in—“Anxiety counseling,” “Couples therapy,” “Child therapy,” and so on. These anchor your profile to relevant search terms.

Step 4: Craft a Compelling Business Description

Your GBP gives you 750 characters to describe your practice. Use simple, human language. Mention your approach, your ideal clients, and the issues you address. It’s not an academic bio—focus on how you ease client pain points.

Step 5: Add Quality Photos and a Welcoming Video

Visuals are powerful. Add photos of your waiting room, therapy space, and you—looking warm and approachable. Consider a short video introducing yourself, explaining your mission, or guiding viewers through your office. Visuals build comfort and connection even before the first session.

Step 6: Encourage and Respond to Reviews

Client reviews build trust and boost local SEO. When clients mention your name or the therapy session, these testimonials influence new clients.:

• Invite satisfied clients to leave a review.
• Thank every reviewer personally.
• Respond thoughtfully to concerns to show empathy and professionalism.

Reviews also rank in search results, giving social proof to potential clients before they visit your profile.

Step 7: Use GBP Posts Strategically

Google lets you publish posts similar to social media updates. Share event announcements, blog links, mental health tips, or Zoom group info. These posts show activity, build engagement, and help reinforce your brand message.

Step 8: Include Booking Options

If you use online booking software (e.g., SimplePractice, Calendly integration), link it directly in your profile. Clients can schedule a session in one click—no contact form friction or phone tag delays.

Step 9: Highlight Attributes and Specialties

GBP lets you add attributes like “Women-led,” “Accepts insurance,” or “Offers telehealth.” These signals help clients filter listings. Make sure you check every relevant box so you fit into more filtered searches.

Step 10: Add FAQs and Use Questions & Answers

The Q&A section lets prospects ask and answer questions. Pre-load common inquiries (e.g., “Do you accept insurance?”) with helpful answers. This saves time and frames your professionalism.

Step 11: Monitor Insights and Adjust

GBP provides insights showing how clients find and interact with your profile. Look for:

• Search queries they used.
• Number of calls, directions requests, and website clicks.

A rise in map searches suggests good local visibility—meaning your GBP is working. Use insights to refine categories, services, or post frequency.

Step 12: Sync GBP with Your Website

Link your GBP to your practice website and embed a map on your Contact page. This strengthens NAP consistency and provides easy directions. A well-integrated experience reassures clients and bolsters your local authority.

Integrating GBP into Your Broader Strategy

Your GBP won’t work in isolation. Combine it with a well-optimized website and content strategy. For example, if you’re looking for guidance on medical web strategy and blog integration, our post Do You Need a Blog on Your Medical Website? explores how valuable content builds authority and supports your GBP visibility.

Why This Matters for Therapists

For many, researching a therapist begins online. A polished, active GBP builds comfort by showcasing:

• Your credentials and specialties
• Physical or virtual session details
• Warm, welcoming photos and videos
• Patient review signals of empathy and skill

This digital presence helps clients feel confident before they make their first call or appointment request.

Starting Small, Growing Meaningfully

If this feels overwhelming, begin with three manageable changes:

1. Update your profile description with clear, client-centered language.
2. Upload two to three new photos—office, you, or session environment.
3. Ask a current client to leave a review, then respond to it.

Even small updates can boost your ranking and credibility. Then, build on success with Q&A, posts, and booking integration.

Your Next Step

Take action today. Claim or revisit your GBP, then run through this checklist. Track your progress weekly and adjust based on what shows results. Over time, this profile becomes a quiet, high-converting front door to your practice—earning trust before clients ever click your website.