Google My Business for Therapists: Step-by-Step Setup
Nowadays, word-of-mouth and referrals are not enough to grow a therapy practice. When looking for mental health providers online, clients frequently start with Google. One of the most effective ways to get found is by setting up a Google Business Profile, commonly known as Google My Business for therapists.
This tool allows your practice to appear in local search results and Google Maps, helping you attract new clients in your area. The best part? It’s free, easy to use, and has a big impact on your visibility.
This guide will walk you through a step-by-step setup of Google My Business, explain why it matters, and share tips for optimizing your profile so you stand out.
Why Google My Business Matters for Therapists
Google is usually the first stop for people looking for therapy services. If someone types “therapist near me” or “counseling in [your city],” a list of local practices appears; this is called the local pack.
Having a Google My Business profile makes sure your practice shows up in this section. It highlights:
Your business name and contact information
Your office address or service area
Hours of operation
Client reviews
A link to your website
For therapists, this visibility is crucial. Many people feel anxious about reaching out for mental health support, and seeing an informative, credible listing can make them more comfortable taking the next step.
Step 1: Create or Claim Your Profile
Start by going to Google Business Profile Manager. If your practice is already listed, you can claim it. If not, you’ll create a new one.
Click “Manage Now.”
Type in your practice name.
If it doesn’t appear, click “Add your business.”
When choosing your business name, use your actual practice name (e.g., “Mindful Path Therapy”). Avoid adding extra keywords like “best therapist in [city],” as this goes against Google’s guidelines and could get your profile suspended.
Step 2: Choose the Right Category
Google asks you to select a primary category. This tells Google what type of services you offer. For therapists, the most common options include:
Psychotherapist
Counselor
Mental Health Clinic
Psychologist
Pick the category that best matches your services. You can also add secondary categories if you offer related services like family counseling or coaching.
Step 3: Add Your Location
Decide whether you want to display your address.
If clients come to your office, list your physical location. This allows your practice to appear on Google Maps.
If you provide online therapy only, you can choose a service area instead. For example, you might list “California” or “New York City” if you’re licensed there.
This flexibility is helpful for therapists running a fully virtual practice.
Step 4: Enter Contact Details
Add your phone number and website link. Double-check these details; accuracy is essential. A wrong phone number or outdated link could mean lost clients.
If you don’t yet have a website, you can use your Psychology Today profile link temporarily. But in the long term, having a professional website is better for building trust and ranking in local search results.
Step 5: Verify Your Profile
Google requires verification to prove you’re the business owner. This usually involves:
Receiving a postcard with a verification code sent to your address
Phone or email verification (available for some businesses)
Complete this step quickly so your profile goes live. Without verification, your listing won’t appear publicly.
Step 6: Add Business Hours
List the hours you’re available for client sessions or calls. This doesn’t mean you need to show your exact schedule, it’s more about letting clients know when they can expect a response.
If you offer both in-person and online sessions, consider clarifying this in your description or services section.
Step 7: Write a Compelling Business Description
Your description is a short summary of your practice. You have 750 characters to share what you do, who you help, and why clients should choose you.
Here’s a simple structure:
State your focus (e.g., “I provide individual therapy for anxiety, depression, and stress management.”)
Share who you help (e.g., “I work with adults and young professionals seeking support with life transitions.”)
Add a friendly call-to-action (e.g., “Contact me today to schedule your first session.”)
This description should include your main keywords naturally, such as Google My Business for therapists, therapy services, and your location.
Step 8: Upload Photos
Photos help potential clients feel connected to you before they even reach out. Upload:
A professional headshot
Pictures of your office (if you see clients in person)
Your logo or brand image
If you run an online-only practice, consider adding graphics with calming designs or inspirational quotes. High-quality visuals make your profile more engaging.
Step 9: List Your Services
Use the services section to highlight the types of therapy you offer. Examples include:
Cognitive Behavioral Therapy (CBT)
Couples Counseling
Trauma Therapy
Online Therapy
Adding services helps Google understand your business better and allows potential clients to see if you offer what they’re searching for.
Step 10: Collect Reviews
Reviews are one of the most powerful parts of Google My Business for therapists. Positive feedback builds trust and increases the chances that someone will reach out.
Here are some tips:
Ask satisfied clients (ethically and within guidelines) to leave a review.
Send a direct link to your Google profile to make it easier.
Never offer incentives or rewards for reviews.
Respond to every review, positive or negative. A simple “Thank you for your feedback” shows that you value client input.
Step 11: Post Updates
Google My Business has a “Posts” feature where you can share updates, articles, or special announcements. This is a great way to:
Share mental health tips
Highlight blog posts from your website
Announce changes in hours or services
Posting regularly shows that your practice is active and helps you engage with potential clients directly on Google.
Step 12: Track Insights
Google provides analytics (called Insights) to show how people find and interact with your profile. You can see:
How many people called you directly from your listing
How many visited your website
What search terms they used to find you
These insights help you understand what’s working and where you can improve.
Best Practices for Optimizing Google My Business for Therapists
Setting up your profile is just the first step. To maximize results, follow these best practices:
Keep Your Information Updated
Update your hours, services, and contact details regularly. Outdated information can create confusion and reduce trust.
Add New Photos Often
Fresh images keep your profile active and appealing.
Use Keywords Naturally
In your description and posts, include terms like “therapist in [city]” or “online therapy for anxiety.” This helps your profile show up in relevant searches.
Encourage Reviews Over Time
A steady stream of reviews is better than getting many all at once. Consistency looks more authentic to both clients and Google.
Link to Your Website
Always direct potential clients back to your site, where they can learn more about your services and book an appointment.
Common Mistakes to Avoid
Adding unnecessary keywords to your business name. This can hurt your ranking.
Ignoring reviews. Even a short reply helps build trust.
Setting and forgetting. Treat Google My Business as an active part of your marketing strategy.
Using stock photos only. Personal photos build stronger connections.
Conclusion
Google My Business for therapists is one of the simplest yet most effective ways to grow your practice. With a properly set-up profile, you’ll increase your visibility in local searches, connect with more clients, and build credibility through reviews and photos.
By following this step-by-step setup and maintaining your profile with fresh updates, you’ll make it easier for potential clients to find you and feel confident in reaching out.
Your practice deserves to be seen, and Google My Business helps you achieve just that.
Frequently Asked Questions
How do I create a Google My Business account step by step?
Setting up Google My Business for Therapists is simple:
Go to Google Business Profile.
Sign in with your Google account.
Enter your practice name and select “Business Category” (e.g., “Therapist” or “Counselor”).
Add your office address if you see clients in person, or choose “online services” if you’re fully virtual.
Enter your contact details - phone number, email, and website.
Verify your business (Google may send a postcard, call, or email).
Once verified, complete your profile with hours, services, photos, and a description of your practice.
The more complete your profile, the easier it is for potential clients to trust and contact you.
How do I find clients for Google My Business?
Once your profile is live, it helps people nearby find your practice when they search for “therapist near me” or “anxiety counseling [your city].” To make it work for you:
Fill out your profile completely with services, descriptions, and photos.
Ask happy clients (who feel comfortable) to leave reviews.
Post updates or short blogs directly in your profile.
Keep your business hours accurate.
The more active and complete your profile, the more likely Google is to show it to people looking for therapy.
Is Google My Business really free?
Yes, Google My Business is 100% free. You don’t need to pay to set it up, list your services, or appear in local search results. The only costs might come from optional ads if you choose to run Google Ads later. For most therapists, the free features are more than enough to attract clients.
How to get your first 5 clients?
Getting those first clients through Google My Business for Therapists often comes down to visibility and trust. Here’s a simple approach:
Finish your profile - Complete every section so you look professional and established.
Add photos - A picture of you or your office makes your listing more inviting.
Ask for reviews - Even one or two positive reviews can boost trust quickly.
Use keywords - Mention services like “anxiety therapy,” “couples counseling,” or “online therapy” in your description.
Stay consistent - Keep your hours, phone number, and website accurate.
With these basics in place, many therapists start seeing inquiries from their profile within weeks.
