Imagine someone in your area is looking for a therapist. They’re feeling anxious, stressed, or overwhelmed, and they need help. But instead of visiting a website or scrolling through social media, they do what most people do first—they Google it.
The first thing they see at the top of the search results isn’t a website. It’s a Google Business Profile (GBP)—a small but powerful box displaying a list of therapy practices, complete with names, locations, contact info, and reviews. If your profile isn’t showing up here, you’re missing out on potential clients who are ready to book a session.
This is why Google Business Profile optimization is one of the most important strategies for therapists. It’s not just another online listing—it’s a direct line to local clients searching for therapy services.
Why Your Google Business Profile Matters
For local businesses like therapy practices, ranking on Google isn’t just about your website—it’s about being visible where potential clients are already looking. When someone searches for therapy services near them, Google prioritizes local businesses by displaying a map pack—a section featuring three nearby practices that match their search.
If your profile is fully optimized, you have a much better chance of appearing in this top three listing. That’s a big deal because most people don’t scroll past the first few results. They look at the therapists listed in the map pack, read a few reviews, and call the one that seems like the best fit.
The problem? Many therapy practices either don’t claim their Google Business Profile or don’t optimize it properly, which means their competitors get all the attention. If you want to get more local clients, you need to make sure your profile is working for you.
Setting Up and Claiming Your Google Business Profile
If you haven’t already claimed your profile, this is the first step. Visit Google Business Profile and follow the steps to verify your business. Google will either call your business phone number or send a postcard to your address with a verification code.
Once verified, it’s time to fill out your profile. This is where many therapists make mistakes. They add the basics—name, address, phone number—but leave out important details that could improve their ranking and attract more clients.
Your profile should be as detailed as possible. Start with:
- Business Name – Use your official practice name. Avoid stuffing in extra keywords like “Best Therapist in Austin”—Google penalizes this.
- Category – Choose the most relevant category, such as “Therapist” or “Mental Health Service.”
- Address & Phone Number – Ensure these match exactly across all directories, including your website and Psychology Today listing.
Beyond the basics, there are a few powerful but often overlooked elements that can boost your visibility.
Tips
It is super important that your business name, address, and phone number stay consistent throughout your business listing and website.
How to Optimize Your Google Business Profile for Higher Rankings
Google ranks business profiles based on relevance, distance, and prominence. While you can’t control how close a client is to your location, you can improve how relevant and prominent your profile appears in search results.
1. Write a Detailed Business Description
Your business description tells potential clients who you are and what you do. But it’s also a chance to incorporate keywords that help Google understand your services.
Instead of a vague description like:
“Providing professional therapy services for individuals and couples.”
Try:
“At [Practice Name], we offer anxiety therapy, trauma counseling, and couples therapy in [City]. Our goal is to help clients build resilience and find lasting emotional well-being.”
This makes it clear what your specialties are while naturally including local search terms.
2. Add High-Quality Photos
Many therapists skip this step, assuming that clients don’t care about images. But profiles with photos receive significantly more engagement than those without.
At a minimum, add:
- A professional headshot
- Photos of your office or therapy space to help clients feel comfortable
- A logo or brand image to reinforce your identity
Google favors profiles that feel complete and active, and adding images is an easy way to boost your ranking.
3. Encourage & Manage Client Reviews
Google reviews directly impact how high you rank in local searches. Profiles with frequent, positive reviews are seen as more trustworthy, which means Google is more likely to show them at the top.
Encouraging reviews doesn’t have to feel awkward. A simple, ethical way to do this is to send a follow-up email to clients who have completed their sessions, thanking them and providing a direct link to leave a review.
If you receive a negative review, don’t panic. Respond professionally, acknowledging the feedback without violating client confidentiality. Something as simple as:
“I appreciate your feedback. If there’s anything we can do to improve, please don’t hesitate to reach out.”
Handling reviews well signals to Google—and potential clients—that you take professionalism seriously.
4. Keep Your Profile Updated with Google Posts
Most therapists don’t realize they can post updates directly on their Google Business Profile. Google Posts work like mini-blog entries, allowing you to share helpful insights, promote workshops, or remind potential clients about your services.
For example, if you offer a stress management workshop, you can create a post announcing the event. Or, if it’s National Mental Health Awareness Month, you might share a post about the importance of seeking help.
Regular updates show Google that your profile is active and relevant, increasing the likelihood that you’ll rank higher in search results.
Tips
Even just one post per month can help you maintain relevancy
How to Track Your Google Business Performance
Optimizing your profile is just the beginning. To see how well your efforts are working, use the Google Business Profile Insights feature. This tool provides data on:
- How many people viewed your profile
- How many clicked on your website link
- How many called your practice directly from the search results
Tracking this data helps you understand what’s working and what needs improvement. If you’re getting views but not many calls, you may need to tweak your description or add stronger calls to action.
Make Your Practice Easy to Find with a Fully Optimized Google Business Profile
A well-optimized Google Business Profile makes it effortless for potential clients to find and contact you. It’s one of the simplest yet most effective ways to increase visibility in local search results.
If you want to attract more clients without spending money on ads, focus on:
- Completing every section of your profile with detailed, keyword-rich descriptions
- Keeping your business information accurate and consistent across all directories
- Encouraging client reviews to build trust and improve rankings
- Posting regular updates to stay active in Google’s system
These small but powerful changes can make a huge impact on your ability to rank higher and attract more inquiries.
Ready to take your therapy practice to the next level? At Cognitive Pulse Marketing, we specialize in helping therapists grow their practices with tailored marketing strategies, from website optimization to SEO and beyond. Contact us today for a free consultation and see how we can help you attract more clients and build a thriving practice.