When a potential client types "therapist near me" or "anxiety therapist in [your city]" into Google, the first thing they see is not a directory listing. It is not your website. It is a map with three business listings underneath it -- the Google Local Pack. And those three spots are powered entirely by one thing: Google Business Profile.
Yet despite being completely free and remarkably effective, the majority of therapists either have not claimed their Google Business Profile or have left it woefully incomplete. This is one of the most significant missed opportunities in therapy practice marketing today.
In this guide, we will walk you through exactly how to set up, optimize, and leverage your Google Business Profile to consistently attract local clients -- without spending a dollar on advertising.
Why Google Business Profile Matters More Than Any Directory
Let us put this in perspective. Psychology Today charges therapists roughly $30 per month for a directory listing. TherapyDen, GoodTherapy, and other directories charge similar fees. But consider where the majority of therapy searches actually begin: Google.
Research shows that over 77% of people searching for a healthcare provider start with a search engine, and Google commands over 90% of that market. When someone searches for a therapist, Google displays its Local Pack -- those three prominent listings with a map -- before any organic results or directory listings appear.
Your Google Business Profile is what determines whether you appear in that Local Pack. And unlike directory listings, it costs you nothing.
Here is what makes it even more powerful:
- It shows your location, hours, phone number, reviews, and photos at a glance
- It allows potential clients to call you, visit your website, or get directions with one tap
- It builds trust through verified reviews from real clients
- It signals to Google that you are a legitimate, active local business
Step 1: Claim and Verify Your Profile
If you have not already, go to business.google.com and either claim your existing listing or create a new one. Google may have automatically generated a listing for your practice -- claiming it gives you control.
Verification typically happens through one of these methods:
- A postcard mailed to your business address (most common)
- Phone verification
- Email verification
- Video verification (newer option)
Choose "Counselor" or "Psychologist" as your primary business category. This is critical because your category directly affects which searches you appear for.
Pro tip: You can add additional categories. Consider adding relevant secondary categories like "Marriage or Family Therapist," "Mental Health Service," or "Child Psychologist" if they apply to your practice.
Step 2: Complete Every Single Field
Google rewards completeness. Profiles that are 100% filled out are significantly more likely to rank in the Local Pack than sparse profiles. Here is what to focus on:
Business Name: Use your actual practice name. Do not stuff keywords here (e.g., "Dr. Smith - Best Anxiety Therapist in Denver"). Google can penalize you for this.
Address: Use your actual office address. If you work from a home office and do not want to display it, you can set a service area instead and hide your street address.
Phone Number: Use a local phone number rather than a toll-free number. Local numbers signal geographic relevance.
Hours: Keep these accurate and updated. Include special hours for holidays. Inconsistent hours erode trust.
Website URL: Link directly to your website's homepage or, even better, a dedicated landing page for new clients.
Services: List every service you offer. Be specific: "Cognitive Behavioral Therapy," "EMDR Therapy," "Couples Counseling," "Anxiety Treatment," "Teen Therapy." Each service you list creates another opportunity to match a search query.
Insurance: If you accept insurance, list every plan. Many clients search specifically for therapists who accept their insurance.
Step 3: Write an Optimized Business Description
You get 750 characters for your business description. This is prime real estate. Your description should accomplish three things:
- Include your most important keywords naturally. Think about what potential clients search for: "anxiety therapist in [city]," "couples counseling," "trauma therapy," etc.
- Communicate your unique value. What sets you apart? Your specialties, your approach, your credentials.
- Speak to your ideal client's pain points. Make them feel understood from the very first sentence.
Example: "We provide compassionate anxiety therapy, couples counseling, and trauma treatment in downtown Austin. Our licensed therapists specialize in helping adults and teens overcome overwhelming stress, relationship challenges, and the lasting effects of difficult experiences. We offer evening and weekend appointments, telehealth sessions, and a warm, judgment-free environment where healing begins."
Notice how this description naturally incorporates keywords, communicates specialties, and speaks to client needs -- all within the character limit.
Step 4: Build a Strong Review Profile
Reviews are the single most influential ranking factor for the Google Local Pack. They also profoundly influence whether a potential client chooses to contact you.
Here is how to ethically and effectively build your review profile:
- Ask at the right moment. After a client expresses gratitude or notes progress, let them know that a Google review would mean a lot and helps others find the support they need.
- Make it easy. Google provides a direct review link for your profile. Share it via email or text after sessions. The fewer clicks required, the more reviews you will receive.
- Respond to every review. Thank positive reviewers warmly (without confirming they are clients, to protect confidentiality). For negative reviews, respond professionally and invite the person to discuss their concerns privately.
- Never offer incentives for reviews. This violates Google's terms and can result in your reviews being removed.
Aim for consistency rather than volume. Five reviews per month over a year is far more powerful than 60 reviews appearing all at once.
Step 5: Add Photos and Visual Content
Profiles with photos receive 42% more requests for directions and 35% more clicks to websites, according to Google's own data. Yet most therapist profiles have zero photos.
Photos to include:
- Your professional headshot (warm, approachable, well-lit)
- Your office exterior (helps clients find you)
- Your waiting room and therapy rooms (reduces anxiety about the first visit)
- Team photos if you have a group practice
- Your logo
Upload new photos regularly. Google rewards active profiles, and fresh visual content signals that your practice is thriving and current.
Step 6: Use Google Posts to Stay Active
Google Business Profile includes a posting feature that most therapists completely ignore. Google Posts appear directly on your profile and can include text, images, and call-to-action buttons.
Use Google Posts to share:
- Blog articles you have published
- Tips related to mental health awareness months or events
- Announcements about new services, new therapists joining your practice, or group therapy offerings
- Special promotions or free consultation offers
Post at least once per week. Each post stays visible for seven days. This activity signals to Google that your profile is current, which can positively influence your ranking.
Step 7: Monitor and Optimize with Insights
Google Business Profile provides free analytics that tell you exactly how clients are finding you and interacting with your profile. Pay attention to:
- Search queries: What terms are people using to find your profile? This tells you which keywords are working and which you should target.
- Actions: Are people calling you, visiting your website, or requesting directions? If website clicks are low, your profile may need a stronger call-to-action.
- Photo views: Compare your photo views to competitors in your area. If yours are low, add more or higher-quality images.
Review these insights monthly and adjust your profile accordingly. This is not a set-it-and-forget-it tool -- it rewards ongoing attention.
Common Mistakes Therapists Make with Google Business Profile
Choosing the wrong category. If you select "Doctor" instead of "Counselor" or "Psychologist," you will appear in the wrong searches. Be precise.
Inconsistent NAP information. Your Name, Address, and Phone number must be identical everywhere online -- your website, directories, social media, and Google Business Profile. Inconsistencies confuse Google and hurt your ranking.
Ignoring negative reviews. One unanswered negative review can deter dozens of potential clients. Always respond with professionalism and care.
Neglecting the profile after setup. Google rewards activity. Profiles that are claimed and then abandoned lose ranking over time. Commit to updating your profile weekly.
The Bottom Line: This Is Your Most Valuable Free Marketing Asset
Your Google Business Profile is working for you 24 hours a day, 7 days a week. When optimized correctly, it puts your practice in front of the exact people who are actively searching for a therapist in your area, at the exact moment they are ready to reach out.
No directory listing, social media platform, or paid ad delivers that same combination of intent, visibility, and trust -- and none of them are free.
If you have been spending time and money on directories but neglecting your Google Business Profile, it is time to reprioritize.
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Need help optimizing your local search presence and attracting more of the right clients? At Therapist Growth Partner, we help therapists build marketing systems that work around the clock -- from Google Business Profile optimization to full SEO strategy. Reach out for a free consultation and let us help you become the go-to therapist in your area.