Google Business Profile is a tool from Google that lets you control how your therapy practice appears in Google Search and Google Maps. Formerly known as Google My Business, this tool builds a profile for your practice to display basic information, such as your office’s hours and address.

If you don’t already have a profile for your practice, we recommend setting up one. It is free to do, and it increases your chances of appearing in local Google searches when potential clients are looking for mental health support.

Keep reading if you want to learn more about Google Business Profile and Google My Business for therapy practices. We talk about the benefits of having a profile and give step-by-step instructions on how to create one. We also provide tips on how to optimize your profile to keep it relevant and updated.

The Importance of Google Business Profile for Therapy Practices

Having a Google My Business profile can drive new client acquisition by making your practice discoverable on Google, providing information about your therapy services, and offering direct channels for clients to contact you. 

Here are more details on some of the benefits of setting up a profile for your practice:

• Improves your local search visibility: Google Business Profile listings are usually the first items to appear for local searches on Google. Having a verified, up-to-date profile, especially one with a lot of client reviews, sends a signal to Google that you’re a credible and trustworthy therapy provider. This increases your chances of showing up when someone searches for mental health services near them.
• Provides information about your practice: A potential client is likely going to compare several therapists before they choose one and book an appointment. During their initial search, they may just look at Google listings, so you want to make sure yours provides basic information about where you are located and what services you offer. If you leave your profile sparse, they may skip over your practice entirely.
• Gives clients a way to leave online reviews: Google Business Profile has a section where your clients can leave reviews about their experiences with your practice. This might be the most important component of your profile because current clients want to know that you’re listening to them, and potential clients want to see real examples of how you provide care.

How To Claim an Existing Google Business Profile

Google sometimes creates profiles for local businesses, organizations, or practices based on information it discovers online. For example, maybe Google finds your practice’s website, or it sees your listings on other directories, such as Yelp and Psychology Today. In which case, you want to claim the existing profile and update the information on it instead of creating a new profile from scratch. Below is what that process looks like.

Step #1. Log Into Your Google Account

You need a Google account to be able to claim a business profile. Either log into your existing account, or create a new one.

Step #2. Find Your Practice

Type your practice’s name into Google Search or Google Maps. You can add your city and state to the end of your search to help Google find you in case there are multiple businesses with the same name. 

If you don’t find your practice, then Google hasn’t created a profile for you. In which case, move on to the next section where we talk about how to set up a new profile. If you do find your practice, click the link that says “Own this business,” “Claim this business,” or something similar.

Step #3. Verify Your Business Listing

After clicking the link, Google will offer you a list of verification methods. The available methods can vary depending on several factors, such as business type and location, but here are some of the potential options you may see:

• Video recording
• Phone or text
• Email
• Live video call
• Mail

Choose one of the verification methods, and follow the on-screen instructions. In some cases, you may have to verify your business with more than one method.

Step #4. Wait for Your Confirmation Email

After you complete the verification process, Google needs to review the information you provided. This can take up to five business days. Google will send you a follow-up email once it has verified your business account. 

How To Set Up a New Google Business Profile

If you can’t find an existing Google Business Profile for your practice, you are going to create a new one. Below is a step-by-step guide.

Step #1. Log Into Your Google Account

Just like with claiming an existing business profile, you need a Google account to be able to create a new profile. Log into your Google account, or sign up for a new one.

Step #2. Add Your Practice

Visit the Google Business Create page. Under “Can’t find your business?,” click “Add your business to Google.”

Step #3. Enter Your Practice Name & Business Category

Type the business name of your practice into the first box. In the second box, start typing what type of business you are, and Google will load a drop-down menu of potential categories to choose from. Some of the most relevant ones for a therapist include:

• Counselor
• Psychiatrist
• Psychologist
• Psychotherapist
• Mental health clinic
• Mental health service

There are also categories for specific therapy areas of focus, such as stress management and relationship conflict resolution. Don’t get too hung up on this, though, because you can change your primary and secondary categories later.

Step #4. Add Your Location

The next page will ask if you have a physical location. If you provide strictly online services, click “No” and “Next.” If you have a physical space for local services, click “Yes” and “Next,” and you’ll go to a new screen to add your physical address.

Step #5. Fill In Your Service Area

The next page will ask if you provide deliveries or home and office visits. Since you offer at-home and/or in-office appointments, click “Yes” and “Next” to get to the screen where you input what areas you service. You can input the entire country, an entire state within the country, or a specific city or town. You can also add more than one location.

Step #6. Add Your Contact Details

On the next screen, add the phone number and website URL for your practice.

Step #7. Set Your Notification Preferences

Decide if you want to receive notifications from Google about how to manage your profile. Select “Yes” or “No” and then “Next.”

Step #8. Verify Your Business Listing

The last step in setting up your new Google Business Profile is to verify your business account. The verification process is going to look similar to the one in the previous section, following steps 3 and 4.

Best Practices for Optimizing Your Therapy Google Business Profile

Now that you have a verified business profile created, you may think that you’re done. However, a bare-bones, basic listing may limit your ability to rank in local Google search results. Below, we offer some recommendations on how to optimize your profile for maximum visibility.

Add Additional Business Details

Outside of the basic information required to create a profile, there are several other sections that are optional. We recommend filling in at least some of these sections because a more complete Google Business Profile provides useful practice details to both Google and clients. Google uses this information to determine rankings, and clients read it to learn more about your practice.

Here are some of the additional sections we recommend including on your profile:

• Business Description: Briefly describe who you are and what you do within Google’s 750-character limit.
• Business Hours: Add your operating hours so that clients know when you’re available for appointments.
• Products/Services: Provide additional key details on your therapy services since Google limits how long your main description can be.
• Photos: Add high-quality photos of your logo, office space, and team members to humanize your practice and show clients what to expect when they visit.
• Updates: Share timely information with clients, such as new business hours and discounted services.

Respond to Client Reviews & Questions

Google offers several opportunities for client engagement on your profile. You can address client concerns through the Q&A section and encourage client feedback with the reviews section. Check your profile a few times a week, and respond to any questions or reviews that have come through. Not only does this improve client satisfaction by showing your current clients that you care, but it can also attract more clients by providing Google users with helpful insights on what it’s like to work with you. When responding, keep comments focused on your practice and services, and avoid referencing any individual’s specific treatment to remain HIPAA compliant.

Keep Information Updated

Aside from staying on top of client questions and reviews, also keep the information in the other sections up to date. For example, if your office address, business hours, or therapy services change, make sure your Google My Business profile reflects that. This ensures that clients get accurate information. It also signals to Google that your practice is still open and accepting clients, increasing your chances of appearing in local search results.

Examples of Optimized Google My Business Therapy Listings

Looking at examples of Google Business Profile therapy listings can help you get inspiration for your own profile. To save you from having to comb through the thousands of listings on Google, we explore two examples below: Thriveworks Counseling & Psychiatry and Outlook Counseling Services. 

Thriveworks Counseling & Psychiatry; Houston, TX

Thriveworks Counseling & Psychiatry is a popular mental health clinic chain with multiple locations across the country. Looking at the Google Business listing for a location in Houston, we like that the profile has about 100 positive reviews—compared to competitors in the area with fewer than 50 reviews—and that a staff member has taken the time to respond to the majority of them. We also like that it uses the Updates section to provide mental health tips and promote specific services, with each post including a button to book an appointment.

Outlook Counseling Services; Westchester, IL

A large therapy chain may not be relevant to your small private practice, which is why we have included Outlook Counseling Services as an example as well. For a practice with just one therapist, it has a good amount of positive feedback—over 30 client reviews with an overall rating of 5 stars. Compared to other mental health providers close by with fewer than 10 Google reviews, this practice stands out. We also like that the practice uses the Updates section to demonstrate that it offers bilingual services to both English and Spanish speakers.

Final Thoughts

Google Business Profile is a free tool that can improve your therapy practice’s marketing strategy by increasing your online visibility. An optimized profile can help you rank in local search results and provide useful information about your services to prospective clients.

Contact us today if you need help with creating your Google My Business profile. TherapySites offers mental health marketing solutions for therapists, including a Search Engine Optimization service that manages your Google profile.