When potential clients search for “therapist near me” at 2 AM during a moment of crisis, what they see first can determine whether they reach out for help or give up entirely. If you’re not actively managing your Google My Business (GMB) profile, you’re missing out on the most powerful free marketing tool available to mental health professionals.
Most therapists either don’t have a GMB profile at all, or they set it up years ago and forgot about it. Meanwhile, your potential clients are making decisions about whether to contact you based on outdated information, missing photos, and unanswered questions. Let’s fix that.
Why Google My Business Matters More Than Your Website
Here’s the reality: when someone searches for therapy services in your area, your GMB profile appears before your website in search results. It’s often the first impression potential clients have of your practice. A well-optimized profile can be the difference between a full caseload and struggling to fill your schedule.
Consider this: 76% of people who search for something nearby on their smartphone visit a related business within a day. For therapy, that urgency is even higher—people typically search for mental health services when they’re ready to take action.
Setting Up Your Profile the Right Way
Claim and Verify Your Listing If you haven’t already, go to business.google.com and claim your listing. Google may have already created one for you based on public records. The verification process usually involves receiving a postcard with a verification code, though phone verification is sometimes available for healthcare providers.
Choose Your Business Category Carefully Your primary category should be “Psychologist,” “Counselor,” or “Mental Health Service”—whichever best describes your credentials. You can add secondary categories like “Marriage Counselor” or “Family Counselor” if relevant. Avoid generic terms like “Health Consultant.”
Nail Your Business Description You have 750 characters to explain what makes your practice unique. Focus on the problems you solve rather than just listing credentials. Instead of “Licensed clinical social worker with 10 years of experience,” try “Helping adults overcome anxiety and depression through evidence-based therapy in a warm, non-judgmental environment.”
The Photo Strategy That Actually Works
Photos are your secret weapon, yet most therapists either skip them entirely or upload one awkward headshot from 2018. Here’s what actually converts browsers into clients:
Your Professional Headshot Use a recent, high-quality photo where you look approachable and professional. Smile genuinely—people want to see warmth, not clinical detachment. Natural lighting works better than studio lighting for conveying authenticity.
Your Office Space Show your actual therapy room, waiting area, and building exterior. Clients want to know what they’re walking into. A cozy, well-lit office photo can ease anxiety about that first visit. Avoid stock photos—Google may flag them, and clients can usually tell they’re not real.
Behind-the-Scenes Moments Photos of your bookshelf, a cup of tea on your desk, or your therapy dogs can humanize your practice. These details help potential clients imagine themselves in your space.
Managing Reviews Like a Pro
Reviews are the digital equivalent of word-of-mouth referrals, and they’re crucial for building trust. Here’s how to handle them ethically and effectively:
The HIPAA-Compliant Approach to Requesting Reviews You cannot ask specific clients to leave reviews, as this could compromise confidentiality. Instead, create a general process: include information about online reviews in your intake paperwork, mention during termination sessions that feedback helps other people find quality care, or include a note in your email signature about the importance of online reviews for small practices.
Responding to Reviews Always respond to positive reviews with a brief, professional thank you. For negative reviews, respond calmly and professionally without revealing any client information. A simple “Thank you for your feedback. I take all concerns seriously and would welcome the opportunity to discuss this privately” shows professionalism while protecting confidentiality.
Handling Fake or Inappropriate Reviews Unfortunately, some therapists receive fake negative reviews from competitors or inappropriate reviews that mention personal information. Google allows you to flag reviews that violate their policies, including those that reveal private information about therapy sessions.
The Q&A Section: Your 24/7 Sales Assistant
The Questions & Answers section is where potential clients ask things like “Do you accept my insurance?” or “What’s your approach to treating anxiety?” You can seed this section by asking yourself common questions and providing helpful answers.
Questions to Answer Proactively:
- What insurance do you accept?
- What’s your cancellation policy?
- Do you offer evening or weekend appointments?
- What’s your approach to [common issues you treat]?
- How long are sessions?
- Do you offer telehealth appointments?
Keep answers concise but informative. This section often determines whether someone calls your office or moves on to the next therapist.
Posting Updates That Actually Help Your Practice
GMB posts appear in your profile and can highlight important information. Unlike social media posts that disappear in timelines, these stay visible to people viewing your profile.
Effective Post Topics:
- Announcing new appointment availability
- Sharing brief mental health tips (not therapy advice)
- Highlighting your specializations
- Explaining your approach to common concerns
- Addressing common misconceptions about therapy
What to Avoid:
- Anything that could be construed as medical advice
- Personal details about your life
- Political opinions or controversial topics
- Client stories or examples (even anonymous ones)
The Technical Details That Matter
Business Hours Keep these updated religiously. Nothing frustrates potential clients like calling during posted business hours only to reach voicemail because your hours are wrong online.
Contact Information Use a dedicated business phone number if possible. If you use your personal cell phone, consider Google Voice to create a separate business number that forwards to your personal line.
Website Link Make sure this goes directly to your practice website, not your Psychology Today profile or a general mental health resource site.
Tracking What’s Working
GMB provides basic analytics showing how people find your listing, what actions they take, and where your views come from. Check these insights monthly to understand:
- Whether people are finding you through direct searches or discovery
- Which photos get the most views
- How many people call versus visit your website
- What questions people are asking
Common Mistakes That Cost You Clients
The Inconsistency Problem Your business name, address, and phone number must be identical across your website, GMB profile, Psychology Today listing, and any other online directories. Even small differences can hurt your search rankings.
The Ghost Profile Problem Setting up your profile and never touching it again signals to Google (and potential clients) that your practice might not be active. Regular small updates show that you’re engaged and available.
The Generic Description Problem “Providing quality mental health services” tells potential clients nothing useful. Be specific about who you help and how you help them.
Advanced Strategies for Competitive Markets
In saturated markets, small optimizations can make a big difference:
Local SEO Integration Mention your specific neighborhood or district in your business description. “Serving downtown Portland professionals” is more specific than “Portland therapy services.”
Attribute Selection Use GMB attributes to highlight what sets you apart: “LGBTQ+ friendly,” “Wheelchair accessible,” “Accepts insurance,” or “Online appointments available.”
Regular Content Updates Fresh posts and photos signal to Google that your business is active, which can improve your local search rankings.
The ROI of Getting This Right
Here’s what proper GMB optimization typically means for therapy practices:
- 25-40% increase in phone calls from new clients
- Higher-quality leads (people who call have already seen your credentials and approach)
- Reduced time spent on intake calls (clients arrive more informed)
- Better client fit (your content pre-screens for your ideal clients)
Your 30-Minute Action Plan
Ready to optimize your profile today? Here’s what to tackle first:
- Claim and verify your listing (if you haven’t already)
- Upload 5-7 high-quality photos including your headshot, office, and building exterior
- Write a compelling business description that focuses on client problems you solve
- Add 3-5 common Q&A pairs addressing insurance, scheduling, and approach
- Create your first post about a mental health topic relevant to your specialization
- Set up review monitoring so you know when new reviews appear
The Long-Term Maintenance Plan
Once your profile is optimized, spend 15 minutes monthly:
- Adding new photos or updating seasonal ones
- Posting helpful content related to your specializations
- Responding to new reviews and questions
- Checking that your information is still accurate
- Reviewing your insights to understand what’s working
Google My Business isn’t just a directory listing—it’s your digital storefront, first impression, and often the deciding factor in whether someone chooses to reach out for help. In a profession where trust and connection are everything, this free tool gives you the opportunity to start building that relationship before the first phone call.
The clients who need your help are already looking for you online. Make sure they can find you, understand what you offer, and feel confident about taking that brave first step of reaching out.
Remember: All marketing efforts for mental health professionals should comply with your state licensing board’s guidelines and HIPAA requirements. When in doubt, consult with your professional liability insurance provider or licensing board about specific marketing practices.