Your Google Business Profile is one of the most powerful free marketing tools available to therapists - yet most mental health professionals either ignore it completely or set it up halfway. When someone types "therapist near me" into Google, your profile determines whether you show up in that coveted local map pack or remain invisible to potential clients actively searching for help.
A colleague called me last month, frustrated after two years on Psychology Today with barely a trickle of inquiries. I asked if she had a Google Business Profile. "A what?" We set it up that week. Within a month, she was getting more inquiries from Google than Psychology Today. The best part? It was completely free.
Why Google Business Profile Matters for Therapists
When someone searches "therapist near me" or "anxiety therapist [your city]," Google displays a map with local businesses before showing the regular search results. This prominent placement is called the "Local Pack" or "Map Pack," and it is driven entirely by Google Business Profile. No profile means you are invisible in local search - period.
Psychology Today remains valuable, but it is not where everyone begins their search. Google is the starting point for the vast majority of people seeking mental health services. And unlike directory listings that charge monthly fees, Google Business Profile is entirely free to create and maintain.
The numbers tell a compelling story: businesses with complete Google Business Profiles receive 7x more clicks than those with incomplete information. For therapists specifically, appearing in the local pack can mean the difference between a full caseload and struggling to find new clients.
Without Google Business Profile
- x Invisible in "therapist near me" searches
- x Missing from Google Maps entirely
- x Rely solely on paid directories
- x No place for client reviews
- x Potential clients cannot verify your location
With Optimized Google Business Profile
- + Appear in local pack for relevant searches
- + Show on Google Maps with directions
- + Free marketing that works 24/7
- + Build trust through authentic reviews
- + Display photos, hours, and services
Step-by-Step: Setting Up Your Profile
Creating your Google Business Profile takes about 15-20 minutes, though verification can take a few additional days. Here is the complete process broken down into manageable steps.
Complete Setup Checklist
- 1 Go to business.google.com and sign in with your Google account
- 2 Click "Add your business" and enter your practice name exactly as it appears on your license
- 3 Choose primary category: "Psychotherapist," "Counselor," "Marriage and Family Therapist," or "Mental Health Service"
- 4 Add your physical address or select "I deliver goods and services to my customers" for telehealth
- 5 Enter your phone number and website URL
- 6 Verify your business through postcard, phone call, email, or video verification
- 7 Complete all profile sections once verified
Choosing the Right Category
Your primary category significantly impacts which searches you appear in. Google offers several options for mental health professionals:
- Psychotherapist - Best for licensed therapists offering talk therapy
- Counselor - Good general option for counseling professionals
- Marriage and Family Therapist - Ideal if this is your specialty
- Mental Health Service - Broader category for group practices
- Psychologist - For licensed psychologists specifically
You can add secondary categories to capture additional searches. For example, a marriage therapist might use "Marriage and Family Therapist" as primary and add "Counselor" as secondary.
Optimizing Your Profile for Maximum Visibility
A bare-bones profile will not rank well against competitors who have fully optimized their presence. Here is what you need to complete and why each element matters.
Business Description Best Practices
Your business description has a 750 character limit. Make every word count by including:
- Your specialties and treatment approaches (CBT, EMDR, psychodynamic, etc.)
- The populations you serve (adults, adolescents, couples, families)
- Your location naturally mentioned once
- What makes your practice unique
- A welcoming, warm tone that reflects your therapeutic style
Avoid keyword stuffing - write for humans first. Google is smart enough to understand natural language.
Services Section
Add each service you offer with a brief description. Be specific:
- Individual Therapy
- Couples Counseling
- Family Therapy
- Anxiety Treatment
- Depression Therapy
- Trauma and PTSD Treatment
- EMDR Therapy
- Telehealth Sessions
Each service can have its own description, helping you appear in more specific searches like "EMDR therapist near me."
Photos That Build Trust
Profiles with photos receive 42% more requests for directions and 35% more website clicks. Include:
- Professional headshot - Warm, approachable, high quality
- Office exterior - Helps clients find you (if applicable)
- Waiting room - Shows the environment is comfortable
- Therapy room - Let clients visualize the space
- Logo - Builds brand recognition
Use real photos, not stock images. Authenticity matters, and potential clients can tell the difference.
Google Posts
Think of Google Posts as social media updates that appear directly on your profile. Google rewards active profiles, so posting regularly signals that your practice is engaged and current. Ideas for posts include:
- Blog articles from your website
- Mental health tips relevant to your specialties
- Announcements about availability or new services
- Mental health awareness month content
- Workshop or group announcements
Aim for at least one post per week. Posts expire after 7 days, so consistency matters.
Getting Google Reviews - The Ethical Way
Reviews are your secret weapon for visibility. More positive reviews mean higher rankings, which means more visibility. But getting reviews is tricky territory for therapists who must navigate ethical boundaries carefully.
The Ethics of Therapist Reviews
Directly asking current clients for reviews can create dual relationship concerns and put pressure on the therapeutic alliance. These approaches feel cleaner and maintain appropriate boundaries:
- Ask terminated clients who have given permission for follow-up contact
- Include your Google review link in post-termination feedback surveys
- Mention it is an option (without pressure) when former clients express gratitude
- Ask colleagues you have collaborated with for professional reviews
- Invite workshop or group participants to share their experience
Making It Easy to Leave a Review
Create a direct link to your review page that bypasses extra steps. In your Google Business Profile dashboard, find the "Share review form" option and copy that URL. Include this link in:
- Your email signature
- Termination paperwork
- Post-session surveys (for non-clinical services like workshops)
- Your website footer
Responding to Reviews - HIPAA Considerations
Respond to every review, both positive and negative. This demonstrates engagement and helps your ranking. However, therapists face unique challenges because of confidentiality requirements.
Responding to Positive Reviews
Keep responses brief and generic. Never confirm the therapeutic relationship.
Example response:
"Thank you for taking the time to share your experience. Wishing you continued growth and wellness."
Responding to Negative Reviews
Stay calm and professional. Offer to discuss offline without confirming any details.
Example response:
"I appreciate all feedback as an opportunity to improve. Please feel free to contact my office directly if you would like to discuss your concerns."
Critical privacy note: Never confirm or deny that someone is or was your client, even if they identify themselves in their review. Doing so violates confidentiality. Generic responses protect both you and your clients.
Google Business Profile for Telehealth Therapists
If you provide telehealth exclusively or primarily, you absolutely should still have a Google Business Profile. Here is how to set it up correctly:
- Set up as a "service area business" instead of a physical location
- Define your service area as the states where you are licensed
- Hide your physical address while remaining visible in search results
- Emphasize telehealth in your business description and services
Telehealth therapists still need local SEO because clients search for therapists in their area, even for virtual services. Someone in Austin searching "telehealth therapist Austin" should find you if you serve Texas.
Pro Tip for Multi-State Telehealth Practices
If you are licensed in multiple states, you can list all of them in your service area. This helps you appear in searches across your entire licensure footprint. Update your service area whenever you add new state licenses.
Common Mistakes to Avoid
After helping dozens of therapists optimize their profiles, these are the errors I see repeatedly:
Mistakes That Hurt Your Visibility
- x Inconsistent NAP - Your Name, Address, and Phone must match exactly across all online listings
- x Wrong category selection - Choosing "health consultant" instead of "psychotherapist" limits your visibility
- x Incomplete profile - Empty services, missing hours, and no photos signal an inactive practice
- x Never posting updates - Google rewards active profiles over dormant ones
- x Ignoring reviews - Both positive and negative reviews deserve thoughtful responses
- x Outdated hours - Nothing erodes trust faster than wrong business hours
Frequently Asked Questions
How long does verification take?
Postcard verification typically takes 5-14 days. Phone and email verification are instant when available. Video verification usually processes within 24-48 hours.
Can I have a profile for my home office without showing my address?
Yes. Set up as a service area business and hide your address. You will still appear in local searches without revealing your home location.
What if I work at multiple locations?
You can create separate profiles for each location or set up a single profile with multiple service areas. For group practices with distinct offices, separate profiles typically perform better.
How do I handle a fake or malicious review?
Flag the review through your dashboard by clicking the three dots next to the review and selecting "Flag as inappropriate." Google reviews violations and may remove the review if it violates their policies. Document everything in case you need to pursue further action.
Should I pay for Google Ads if I have a Business Profile?
They serve different purposes. Your Business Profile helps you appear in organic local results for free. Google Ads can supplement this by placing you at the top of search results for specific keywords. Many therapists find success with an optimized free profile before investing in paid advertising.
Key Takeaways
Google Business Profile is free and essential for appearing in local searches
Choose the right category (Psychotherapist, Counselor, etc.) for your specialty
Complete every section including services, photos, hours, and business description
Post updates weekly to signal an active, engaged practice
Build reviews ethically through former clients and colleagues
Respond to all reviews with HIPAA-compliant, generic language
Telehealth therapists should use service area settings to reach licensed states
Maintain consistent NAP (Name, Address, Phone) across all online listings
Your Google Business Profile is not just another task on your marketing checklist. It is the foundation of your local online presence, the first impression many potential clients will have of your practice, and one of the most cost-effective ways to grow your caseload. The therapists who invest 30 minutes optimizing their profiles today will reap the benefits for years to come.
Start with the basics: claim your profile, verify your business, and complete every section. Then commit to weekly posts and thoughtful review responses. Within a few months, you may find - like my colleague did - that your free Google Business Profile outperforms every paid directory you have tried.
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TheraFocus Team
Practice Growth Strategists
The TheraFocus team is dedicated to empowering therapy practices with cutting-edge technology, expert guidance, and actionable insights on practice management, compliance, and clinical excellence.