By Julia W.
File Under Marketing Question New Practice
Want more clients to find your therapy practice? Setting up a Google My Business (GMB) profile is essential. GMB helps potential clients discover your services in local searches and builds trust through verified information, photos, and reviews. Here’s what you need to know:
- Why it matters: 46% of Google searches are for local services, and GMB profiles in the "local 3-pack" get 700% more clicks than standard results.
- What you need: Your business name, address, phone number, website, operating hours, and service areas. Privacy options are available if you work from home or offer virtual services.
- How to improve it: Add high-quality photos, a clear business description, and respond to reviews professionally. Use GMB insights to refine your marketing strategy.
Pro Tip: If you use flexible office spaces like Humanly, highlight these professional environments to reassure clients about where they’ll meet you.
Get started today and make your practice stand out in local search results!
Complete Google My Business tutorial for small business owners (Do it the right way)
What You Need Before Setting Up Your Google My Business Profile
Preparing your information ahead of time can save you from unnecessary delays and help you set up your Google My Business (GMB) profile smoothly. By gathering all the required details in advance, you can complete the setup in one go.
Required Information for Your GMB Profile
Start by using your practice’s dedicated Google account. If you don’t already have one, create it using your business email to keep things professional and organized.
Your business name should match the name on your business license or incorporation documents exactly. Google cross-checks this information during verification, and any discrepancies could slow down the approval process.
Ensure that your practice address adheres to U.S. postal standards. This means including the street number and name, city, state abbreviation (e.g., CO for Colorado or CT for Connecticut), and a five-digit ZIP code.
Your phone number should be a dedicated business line. Google may call this number during verification, so make sure it’s active and answered during business hours.
Have your website URL ready to include in your profile. This provides potential clients with a direct way to learn more about your services. If you don’t have a website yet, consider creating a simple landing page – it can enhance your credibility and improve your search visibility.
Clearly define your operating hours, including any variations for specific days of the week. Be accurate, especially if you offer evening or weekend sessions, so clients know when they can reach you.
Once you’ve gathered these essentials, you’ll be ready to address privacy settings and service area options.
Address Privacy and Service Area Options
Therapists often need to balance professionalism with privacy when deciding whether to display their business address publicly. Fortunately, there are ways to maintain a professional image without compromising personal information.
If you’re using shared or flexible therapy spaces, you can list the professional address where you meet clients. Services like Humanly (https://behuman.ly) offer shared offices and private suites by the hour, day, or month. Locations such as Denver, CO, and Stamford, CT, allow you to present a legitimate business address without using your home address. These spaces also give clients the impression of a professional and well-equipped environment.
For therapists who provide virtual services only, you can choose not to display a physical address on your GMB profile. During the setup process, select "No" when asked if clients visit your business location. Google will still require an address for verification purposes (a postcard will be sent), but this address won’t be shown publicly.
Service areas are crucial if you serve multiple locations or offer virtual therapy. GMB allows you to list up to 20 service areas, which can include specific cities, towns, or ZIP codes. Google advises keeping your service area within roughly a two-hour driving radius of your base location.
For example, if your practice is based in Denver, you might list service areas like Boulder, Lakewood, and Aurora for in-person sessions. You can also include broader regions for virtual services. Keep in mind that GMB does not allow distance-based service areas; you must specify actual cities or postal codes.
If you see clients both at your office and in other locations (e.g., home visits or virtual sessions), include both your business address and service areas in your profile. This approach ensures you appear in a variety of searches and provides potential clients with clear details about where and how they can access your services.
How to Create and Verify Your GMB Profile
Creating a Google My Business (GMB) profile is a simple process, but getting it right from the start can save you time and prevent unnecessary delays. Follow these steps to set up and verify your profile so your practice can start appearing in local search results.
Setting Up Your GMB Account
To begin, head over to the Google My Business website and log in using your professional Google account.
Click "Manage now" to get started. Enter your business name exactly as it appears on official documents – this helps avoid issues during the verification process.
Provide your complete address, ensuring it follows U.S. postal standards. If you’re using a shared or flexible workspace through services like Humanly, list the address where you meet clients professionally.
Add your active business phone number. Google may use this number for verification, so make sure it’s operational and answered during your listed business hours. If you have a website, include the URL – this not only helps clients learn more about your services but also boosts your visibility in search results.
Set your business hours accurately, including any variations. For instance, if you offer extended hours on certain days, such as staying open until 8:00 PM on Tuesdays and Thursdays, be sure to reflect this. Accurate hours are essential for avoiding client frustration.
Finally, select the categories and services that best describe your practice.
Choosing Categories and Services
Selecting the right categories is crucial for making your profile appear in relevant local searches. Your primary category is especially important, as it determines the types of searches that will show your business.
For therapy practices, consider primary categories like Psychotherapist, Mental Health Service, Counselor, Marriage Counselor, Family Counselor, Psychologist, or Psychoanalyst. Choose a category that aligns closely with your main services and client base.
If your practice focuses on couples or family therapy, selecting "Marriage Counselor" or "Family Counselor" as your primary category can help attract those specific clients. For more general practices, "Psychotherapist" or "Mental Health Service" are often good choices.
To refine your decision, search Google for terms like "therapist in [your city]" and see which categories are commonly used by similar practices in your area. This can give you valuable insight into what works locally.
After choosing a primary category, you can add secondary categories to broaden your reach. For example, if your primary category is "Psychotherapist" but you also offer couples counseling, include "Marriage Counselor" as a secondary category.
Use the services section to list the specific types of therapy you provide, such as "Individual Therapy", "Couples Counseling", "Anxiety Treatment", "Depression Counseling", or "Trauma Therapy." The more detailed you are, the better Google can match your profile to relevant searches.
Additionally, since therapy practices fall under the medical category, you can list accepted insurance plans. Many clients search specifically for therapists who accept their insurance, so including this information can make your profile more appealing.
How to Complete the Verification Process
The details you provide during setup play a key role in the verification process. Google will offer verification options based on your business category, location, and other factors. Here are the most common methods:
- Postcard verification: Google will send a postcard with a verification code to your business address. This usually arrives within 14 days. During this time, avoid making any changes to your profile, as it could delay or cancel the process.
- Phone or text verification: If Google finds a publicly listed phone number for your practice, you may receive a verification code via call or SMS. Be sure to answer the call directly, as automated systems or voicemail won’t work.
- Email verification: If Google can link your business email to your profile, you’ll receive a verification email. Follow the instructions exactly to complete the process.
- Video verification: Some businesses may need to record a video showing their location and key details. Alternatively, a live video call with a Google representative may be required to confirm your business details.
- Instant verification: If your website is already verified through Google Search Console or you’re managing multiple locations, you may qualify for instant verification.
Once you’ve submitted your verification request, Google will review your information, which can take up to five business days. You’ll receive a confirmation email when your profile is verified. If you see the "Get verified" button reappear after submitting, try another verification method.
Important: Google will never call you to ask for your verification code. Codes are only provided through official methods.
After verification, your GMB profile will go live, making it easier for potential clients to find and contact you through local search results and Google Maps.
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How to Improve Your Google My Business Profile
Once your Google My Business (GMB) profile is verified, the next step is to make it stand out. A basic listing isn’t enough in today’s competitive therapy market. You need to refine your profile to attract potential clients and give them the confidence to choose your practice. Here’s how to take your GMB profile from functional to engaging.
Adding Photos and Images
Photos are a powerful way to create a professional and welcoming first impression for potential clients.
Start by uploading high-quality images of your office space. Showcasing your therapy room, waiting area, or any other client-facing spaces helps people visualize your practice before their first visit. If you don’t have a physical office, use images that reflect the kind of environment you aim to provide – calm, inviting, and professional.
Make sure your photos meet these technical requirements: JPG or PNG format, file size between 10 KB and 5 MB, with a minimum resolution of 250×250 pixels (250×720 pixels recommended). Keep the images clear, well-lit, and avoid heavy filtering.
In addition to office photos, include professional headshots. A friendly, approachable photo of yourself helps build trust and makes your practice feel more personal. You can also highlight small details, like cozy seating, artwork, or books, to give potential clients a sense of comfort and connection.
Want to go a step further? Add a short video tour of your space. This can help ease any concerns about a first visit and make your practice feel even more accessible. Update your photos regularly to keep your profile fresh and show that your practice is active and thriving.
Writing Your Business Description
Your business description is your chance to tell potential clients who you are and what makes your practice special – all within a 750-character limit. Every word counts, so make it clear, concise, and client-focused.
Start by stating your role and the audience you serve. For example: "Licensed therapist specializing in anxiety and depression treatment for adults in downtown Seattle." This immediately lets visitors know if your services align with their needs.
Next, highlight your key specialties and the issues you address, such as trauma, relationship challenges, or stress management. Then, share what sets your practice apart – whether it’s years of experience, advanced training, or flexible options like evening and weekend appointments.
Don’t forget practical details, like the types of insurance you accept or the availability of telehealth services. These can be deciding factors for many clients.
Use keywords naturally throughout your description to improve visibility, but make sure the tone speaks directly to your ideal client. Wrap it up with a clear call to action, like: "Contact us today to schedule a consultation or learn more about our services."
Setting Up Messaging and Booking Features
GMB’s messaging and booking tools make it easier for clients to reach out, but they need to be set up thoughtfully to maintain professionalism and compliance.
First, configure messaging so inquiries go directly to your smartphone or preferred app. Quick responses are key, so consider designating someone in your practice to monitor messages and reply promptly. Keep in mind, however, that GMB messaging and call tracking are not HIPAA compliant. Use these features only for initial contact, and transition to secure communication methods for anything sensitive.
For booking, link to your website’s appointment request form or online scheduling system. Make sure these tools are HIPAA compliant as well. If someone sends a detailed inquiry through messaging, politely direct them to call your office or use a secure email address for further discussion.
Turn on notifications for messages and reviews – this ensures you’re alerted immediately when someone reaches out. Responding quickly to reviews, whether they’re positive or critical, shows that you’re engaged and care about client feedback.
Lastly, consult with a HIPAA expert to confirm that all your digital communication tools meet compliance standards. Keeping your profile details – like hours and location – accurate further reinforces the professional image you’re building through these features.
Managing Your Google My Business Profile
Your Google My Business (GMB) profile isn’t something you can just set up and forget. Regular updates and thoughtful management help keep your practice visible, build trust with potential clients, and offer insights into what’s working in your marketing efforts. Here’s how to stay on top of it and grow your therapy practice.
How to Respond to Reviews and Questions
Reviews are a key way to build trust on your GMB profile, but responding to them requires careful attention to HIPAA compliance. Never reference patient details in your responses or acknowledge whether a reviewer is a patient.
To avoid accidental disclosures, create standardized reply templates that can work for any review. For positive reviews, you might say, “Thank you for sharing your feedback. We are dedicated to providing quality care for everyone.” For negative reviews, acknowledge the concern without confirming the reviewer’s identity as a patient. For example, “We appreciate your feedback. Please contact our office directly so we can address your concerns privately.”
Make sure anyone handling your review responses or social media is trained on HIPAA regulations. It’s also a good idea to establish a procedure with pre-approved responses, ideally developed with input from legal counsel or a privacy officer. Thoughtful responses show that you value client feedback and are actively engaged with your community. Beyond reviews, GMB’s performance data can offer even more ways to improve your practice.
Using GMB Data to Improve Your Practice
GMB provides helpful insights into how potential clients discover and interact with your practice. These metrics can guide you in refining your online strategy.
Pay attention to client actions like direction requests, website visits, and inquiries. For instance, if many people are searching for directions but not visiting your site, it might signal that your website needs better content or a more user-friendly design. Regularly reviewing this data can also uncover trends or seasonal patterns that inform your marketing efforts. By analyzing these insights, you can fine-tune your approach and highlight what makes your practice stand out.
Showing What Makes Your Practice Different
To shine in local search results, it’s essential to showcase what sets your practice apart. Just as accurate business details are important, emphasizing your unique qualities ensures your GMB profile remains engaging. Kristie Plantinga, Founder of TherapieSEO, advises:
“When we optimize their Google Business profiles, I always tell my clients ‘when in doubt, fill it out!’ Google prefers showing profiles that are complete, i.e. not missing any information.”
Highlight your specializations and services with relevant keywords like “anxiety therapy,” “depression counseling,” or “adolescent counseling”. If you offer niche services such as online therapy or group sessions for divorce, make sure these are clearly featured in your profile.
If your practice includes flexible therapy spaces, consider showcasing them. For therapists using platforms like Humanly, highlighting these unique environments can build trust with potential clients.
Take advantage of the GMB Posts feature to share updates, promote new services, or provide mental health tips. You could even offer exclusive promotions or free consultations through your profile to engage potential clients further. Keep your profile fresh by adding new photos, updating your services, and refining your business description as your practice evolves. Google rewards active profiles with better visibility in search results.
Conclusion: Build Your Online Presence with Google My Business
Taking charge of your Google My Business profile can help expand your therapy practice and connect you with local clients. This free tool puts your services front and center when people search for therapists in your area, giving you a clear edge in the digital age.
Did you know businesses featured in Google’s "local 3-pack" get 700% more clicks? Plus, clients are 2.7 times more likely to trust profiles that are verified. That kind of credibility can be a game-changer when it comes to attracting new clients.
Your profile works nonstop to answer key questions for potential clients. It shares important details like your location, whether you offer virtual sessions, directions to your office, and even feedback from other clients. With 46% of searches focused on local services, having a well-maintained Google My Business profile is like building a bridge between your therapy practice and those seeking support. Keeping your profile updated ensures it remains useful and dynamic.
To get the most out of your profile, make sure every section is complete, add photos regularly, and respond to reviews in a professional manner while staying HIPAA-compliant. Insights from your profile can also help you track client behavior – profiles with photos get 42% more direction requests and 35% more website clicks.
Your physical space matters too. For therapists using flexible spaces, like those provided by Humanly (https://behuman.ly), your profile becomes even more impactful. Highlighting these professional and welcoming environments can help reassure potential clients about where they’ll receive care.
FAQs
How can I protect my privacy when creating a Google My Business profile for virtual therapy services?
To ensure your privacy while creating a Google My Business profile for virtual therapy services, here are some steps you can take:
- Choose a virtual business address: Instead of using your home address, consider a virtual mailbox or office address. This keeps your personal location private while presenting a professional image.
- Opt to hide your address: During the verification process, set up your profile as a Service Area Business. This lets you define the areas you serve without making your home address visible.
- Avoid listing your home address publicly: Stay consistent by using your virtual address for all public directories and business-related documents. This minimizes the risk of exposing your personal information.
By following these steps, you can establish a professional online presence while keeping your personal details secure.
How do I choose the best categories and services for my therapy practice on Google My Business?
To make the most of your Google My Business profile, start by choosing a primary category that accurately reflects your main service – think along the lines of "Therapist" or "Psychologist." This step helps your practice appear in the right local searches. You can also include secondary categories to showcase additional services, like "Counseling" or "Mental Health Service."
Be sure to list the specific services you provide, such as individual therapy, couples counseling, or family therapy. The more detailed you are, the easier it is for potential clients to understand what you offer, and it boosts your chances of appearing in searches for those services. Keep your categories and services updated as your practice grows or changes to maintain relevance and strengthen your online presence.
How can I keep my Google My Business profile HIPAA compliant when responding to client reviews or messages?
To ensure your Google My Business profile stays compliant with HIPAA, avoid confirming whether someone leaving a review is a client or mentioning any personal health information in your responses. Instead, keep your replies neutral and professional. For example, you could say: "Thank you for your feedback! We appreciate hearing from you and encourage you to reach out to us directly with any specific concerns."
It’s important to note that while clients can choose to share their own information publicly, you are strictly prohibited from disclosing any patient details or treatment specifics. This approach safeguards privacy, aligns with HIPAA regulations, and helps maintain a polished and professional online presence.