How to Optimize Your Google Business Profile: A Guide for Therapists
One of the most impactful (and often overlooked) tools for attracting the right clients to your therapy practice is your Google Business Profile. When thoughtfully optimized, it helps your practice show up clearly and confidently when potential clients are actively searching for support.
Let’s walk through how to optimize your Google Business Profile in a way that feels grounded, authentic, and aligned with your values—not salesy or overwhelming.
Why a Google Business Profile Matters for Therapists
When someone searches “therapist near me” or “trauma therapist in [your city],” Google Business Profiles often appear before websites. This means your profile may be the first impression a potential client has of your practice.
An optimized profile can:
Help you appear in local search results
Build trust before someone ever clicks your website
Reinforce that your practice feels professional, welcoming, and safe
Your website tells your full story—but your Google Business Profile opens the door.
Step 1: Claim and Verify Your Profile
If you haven’t already, claim your Google Business Profile and complete the verification process. This ensures you have full control over how your practice appears in search results and on Google Maps.
Be sure to:
Use your exact practice name as it appears on your website
Select the most accurate primary category (e.g., Psychotherapist, Mental Health Service, or Counselor)
Double check that all contact information matches what’s on your website, including address, phone number, and email address
Consistency builds clarity, for both Google and your future clients.
Step 2: Write a Thoughtful, Client-Centered Description
Your business description is an opportunity to gently communicate who you are and who you serve.
Rather than focusing on credentials alone, speak to:
The type of support you offer
Who you typically work with
The feeling clients can expect when working with you
Use compassionate, human-centered language that aligns with your therapeutic approach. Rather than keyword stuffing (which can actually hurt your SEO), prioritize clarity, trust, and genuine connection.
Step 3: Add Photos That Feel Warm and Inviting
Photos play a powerful role in helping clients feel safe reaching out.
Consider including:
A professional headshot that feels friendly and approachable, not too corporate
Images of your office (or calming, on-brand imagery for virtual practices)
Subtle brand elements like neutral colors, greenery, or natural light
These visual cues help your practice feel grounded and welcoming.
Step 4: Choose Services and Attributes Thoughtfully
Google allows you to list services and attributes—use these intentionally.
Examples might include:
Individual Therapy
Couples Counseling
Trauma-Informed Care
Telehealth Services
Only include what truly reflects your work. This helps clients self-select and arrive already aligned.
Step 5: Respond to Reviews with Care
For therapists, it’s important to stay within ethical guidelines when it comes to client reviews.
If appropriate, you might consider inviting feedback from colleagues or professionals you’ve worked with.
When reviews are left, respond with brief, professional gratitude—without referencing treatment or personal details.
Even just a simple response signals presence and care.
Step 6: Keep Your Profile Updated
An outdated profile can unintentionally signal that a practice isn’t active.
Check in periodically to:
Update office hours
Add new photos
Post gentle updates or announcements
Small, consistent touches help your profile stay visible and relevant.
Your Online Presence Should Feel Like an Extension of Your Work
Optimizing your Google Business Profile creates clarity and ease for the people already looking for support.
When your online presence feels aligned, grounded, and intentional, it becomes easier for the right clients to find you.
If your website or Google presence doesn’t feel like YOU, you’re not alone—and you don’t have to figure it out by yourself.
I create authentic, calming websites and online spaces for therapists and health & wellness professionals who want their digital presence to feel true to their work. If you’re ready to create an online presence that feels supportive, clear, and aligned, schedule a free consultation and let’s explore what’s possible.
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