If you’re a therapist who wants to attract more local clients, your Google Business Profile (previously Google My Business) is one of the most powerful free marketing tools available. When potential clients search for “therapist near me” or “anxiety counsellor in [your city],” your Google Business Profile can be the difference between them booking with you or choosing a competitor.
In this guide, we’ll walk you through exactly how to set up, optimise, and maintain your Google Business Profile to attract more therapy clients.
Why Your Google Business Profile Matters
Your Google Business Profile appears in Google Search and Google Maps when people search for therapy services in your area. It’s often the first impression potential clients have of your practice.
Here’s what a well-optimised profile can do:
- Appear in the “map pack” (the top 3 local results with maps)
- Show your practice hours, location, and contact details
- Display client reviews and ratings
- Provide directions to your practice
- Allow clients to call or message you directly
- Showcase photos of your practice space
One of our clients, Mike, an anxiety specialist, saw 44 phone calls and 240 requests for directions in just five months after optimising his Google Business Profile alongside his social media strategy.
Step 1: Claim or Create Your Google Business Profile
If Your Practice Already Appears on Google
Search for your practice name on Google. If it appears, you may already have a listing that needs to be claimed.
- Click “Own this business?” or “Claim this business”
- Sign in with your Google account
- Choose a verification method (usually postcard, phone, or email)
- Complete the verification process
If You Need to Create a New Profile
- Go to business.google.com
- Click “Manage now”
- Enter your business name
- Select “Counselling & mental health” as your category
- Choose whether you have a location clients visit
- Enter your practice address (or service area if you only offer online/home visits)
- Add your contact details
- Choose verification method
Important for therapists: If you work from home and don’t want your home address public, you can hide your address and instead show a service area (e.g., “Serves Manchester and surrounding areas”).
Step 2: Complete Every Section of Your Profile
Google favours complete profiles. Here’s what to fill in:
Business Name
Use your actual practice name. Don’t stuff keywords here (e.g., “Manchester Anxiety Therapy Counselling” violates Google’s guidelines). Just use your real name or practice name.
Category
- Primary category: Counsellor, Psychotherapist, or Mental health service
- Additional categories: Family counsellor, Marriage or relationship counsellor, Psychologist (if applicable)
Choose categories that accurately reflect your qualifications and services.
Business Description (750 characters)
This is your chance to explain what you do and who you help. Include:
- Your qualifications and accreditations (BACP, UKCP, etc.)
- Your specialisms (anxiety, trauma, relationships, etc.)
- Your approach (CBT, person-centred, integrative, etc.)
- Who you work with (adults, couples, young people, etc.)
Example: “Experienced BACP-accredited counsellor specialising in anxiety, depression, and relationship issues. I offer a warm, non-judgmental space for adults seeking support with life’s challenges. Using an integrative approach combining CBT and person-centred therapy, I help clients develop practical coping strategies and deeper self-understanding. Online and in-person sessions available in central Manchester.”
Services
List your specific services:
- Individual therapy
- Couples counselling
- Online therapy
- EMDR
- CBT
- Supervision (if applicable)
Attributes
Select all that apply:
- Identifies as women-owned/LGBTQ+ owned (if applicable)
- Online appointments
- Onsite services
- Wheelchair accessible (if applicable)
Hours
Be specific and keep these updated, especially during holidays. If you only see clients by appointment, you can still list your general availability.
Contact Information
- Phone number (use a business number if possible)
- Website URL
- Booking link (if you have online booking)
Step 3: Add High-Quality Photos
What to include:
- Profile photo: Professional headshot (friendly, approachable)
- Cover photo: Your therapy room or practice exterior
- Interior photos: Waiting area, therapy room (ensure client confidentiality)
- Team photos: If you’re part of a practice
Photo tips:
- Use high-resolution images (720px wide minimum)
- Ensure good lighting
- Keep it professional but warm
- Update seasonally if possible
Need help with professional photography? We offer bespoke photography packages for therapists, including therapy room photography and professional headshots. Learn more about our photography services.
Step 4: Gather and Respond to Reviews
Reviews are crucial for local SEO and building trust with potential clients.
How to Get More Reviews
Ethical considerations first: BACP and UKCP guidelines require you to maintain client confidentiality. Never ask clients to leave reviews that could identify them as your clients.
Compliant approaches:
- Add a review link to your email signature
- Mention on your website that reviews are welcome
- After successful therapy completion, you might say: “If you found our work together helpful and feel comfortable doing so, I’d appreciate a review on Google”
- Never incentivise reviews or ask clients to leave specific content
Responding to Reviews
Always respond to reviews (positive and negative) professionally:
For positive reviews: “Thank you for your kind words. I’m glad I could support you on your journey.”
For negative reviews: Never discuss any client details. A simple response: “Thank you for your feedback. I take all concerns seriously. Please contact me directly so we can discuss this further in private.”
Important: If a review breaches confidentiality or contains false information, you can flag it for removal through Google.
Step 5: Use Google Posts
Google Posts appear directly in your Business Profile and can highlight:
- New services or availability
- Blog posts or resources
- Updates about online therapy options
- Seasonal mental health tips
Post regularly (weekly or fortnightly) to:
- Show your profile is active
- Provide value to potential clients
- Improve your local SEO
Example post: “Struggling with anxiety about returning to work? You’re not alone. I have availability for new clients this month. Book a free consultation to discuss how therapy can help.”
Step 6: Monitor Your Insights
Google Business Profile provides valuable data:
- How many people found your profile
- How they found you (search vs. maps)
- What actions they took (called, visited website, requested directions)
- Where your views came from geographically
Check your insights monthly to:
- See what’s working
- Identify trends in how clients find you
- Adjust your strategy accordingly
Step 7: Keep Your Profile Updated
Your Google Business Profile isn’t a “set it and forget it” tool.
Update regularly:
- Holiday hours
- New services
- Changed contact details
- New photos
- Weekly or fortnightly posts
Set a reminder to review your profile monthly and make any necessary updates.
Common Mistakes Therapists Make
1. Inconsistent NAP (Name, Address, Phone)
Ensure your business name, address, and phone number are identical across your website, Google Business Profile, and all online directories.
2. Choosing the Wrong Category
Don’t choose “Mental health service” if you’re a qualified counsellor or psychotherapist. Be specific.
3. Keyword Stuffing
Don’t add keywords to your business name or stuff your description with search terms. Write naturally for humans.
4. Ignoring Reviews
Respond to all reviews promptly and professionally. Ignoring negative reviews looks unprofessional.
5. Using Low-Quality Photos
Blurry, dark, or unprofessional photos can turn potential clients away.
6. Not Verifying the Profile
An unverified profile won’t appear in search results. Complete the verification process.
Advanced Optimisation Tips
Use Q&A Section
Add common questions and answers:
- “Do you offer online therapy?”
- “What are your fees?”
- “Do you work with NHS referrals?”
This saves potential clients time and provides more content for Google to index.
Link Your Website and Social Media
Connect all your online presences to create a strong digital footprint.
Encourage Check-ins (If Appropriate)
If you have a physical practice and clients are comfortable, check-ins can boost your visibility.
Use Messaging
Enable messaging if you’re comfortable responding to enquiries through Google. This can capture clients who prefer messaging over calling.
Combining Google Business Profile with Other Marketing
Your Google Business Profile works best as part of a broader marketing strategy.
Mike’s success story: Mike, an anxiety specialist, combined his optimised Google Business Profile with consistent social media marketing and website SEO. Between August 2023 and January 2024, he achieved:
- 328 new followers on social media
- 430 website visitors
- 44 phone calls
- 240 requests for directions
His Google Business Profile was crucial for local visibility, while social media built trust and demonstrated his expertise.
Want similar results? Explore our Digital Marketing for Therapists package or book a free consultation to discuss your marketing goals.
How We Can Help
Setting up your Google Business Profile is just the beginning. To truly stand out and attract more clients, you need:
- A professional, conversion-focused website
- Consistent, valuable social media content
- Local SEO optimisation
- Regular content updates
Our services for therapists include:
- Digital Marketing for Therapists: Complete marketing strategy including Google Business Profile optimisation, social media management, and SEO
- Website Design for Therapists: Professional, BACP/UKCP-compliant websites that convert visitors into clients
- Social Media Marketing for Therapists: Done-for-you social media management starting at £300/month
Book a free consultation to discuss how we can help you attract more clients.
Your Next Steps
- Claim or create your Google Business Profile today (it takes 15-30 minutes)
- Complete every section with accurate, compelling information
- Add high-quality photos of your practice
- Start gathering reviews (ethically and within your professional guidelines)
- Post regularly to keep your profile active
- Monitor your insights monthly to track your progress
Your Google Business Profile is free, powerful, and essential for attracting local therapy clients. Set it up properly, maintain it consistently, and watch your enquiries grow.
Need help with your Google Business Profile or broader marketing strategy? Contact us for a free consultation or explore our Digital Marketing for Therapists package.
About Meaningful Marketing
We specialise in digital marketing for therapists, counsellors, and mental health professionals across the UK. Our services are designed specifically for your profession, ensuring ethical, effective marketing that attracts the right clients to your practice.