Google My Business- For Therapists

Why Every Therapist Needs a Google Business Profile (And How to Set One Up)

If you're a therapist and don't have a verified Google Business Profile (formerly Google My Business), you may be missing one of the easiest and most effective ways to get found by potential clients.

Many therapists spend hours worrying about social media, Psychology Today, or SEO while completely overlooking the tool that often appears first when someone searches for therapy in their area: Google Maps and Google Search. And best of all it’s FREE! Please create your own listing. It’s easy and the best way for clients to find you.

Why Is Google Business Profile So Important?

When someone searches:

• Therapist near me

• Trauma therapist in Tampa Florida or Boston

• Couples counseling near me

• Anxiety therapist in Pinellas County

Google often displays a map with local businesses before showing traditional website results. This is called the "Local Pack."

Research consistently shows that local search is one of the most powerful ways people find businesses:

• Approximately 46% of Google searches have local intent.

• 76% of people who search for a local business visit or contact one within 24 hours.

• Customers are 70% more likely to visit a business with a complete Google Business Profile.

• Businesses with complete profiles are viewed as more trustworthy and reputable by consumers.

Simply put: if people can't find you on Google Maps, they may find another therapist instead. As a practice owner of two private practices in two different states over the years I single handedly see the difference having a listing makes. Look at this listing- an individual searched “Therapists in DC” and Google shows a map of the area. If you don’t have a Google My Business you won’t be seen.

How to Set Up a Google Business Profile

1. Go to Google's Business Profile platform and create or claim your profile.

2. Enter your business information:

   • Practice name

   • Phone number

   • Website

   • Office address

   • Business hours

3. Select the most accurate category, such as:

   • Psychotherapist

   • Mental Health Service

   • Counselor

   • Marriage or Relationship Counselor

4. Add photos of:

   • Your office

   • Waiting room

   • Building exterior

   • Team members

5. Complete your business description using keywords related to your specialties and location.

6. Begin requesting reviews from satisfied clients when ethically and legally appropriate for your practice. *There are ways to do this ethically depending on your board. Disclaimer despite other GMB consultations etc almost all licensing bodies strictly prohibit asking current or past clients so don’t do that. Also, do not ask your friends and family.
   
   Why Verification Matters

   Many therapists assume that because their business appears on Google, they don't need to verify it.

   That's a mistake.

   Verification allows you to:

   • Control your listing

   • Respond to reviews

   • Update hours

   • Add photos and posts

   • View profile performance and insights

   • Improve visibility in Google Search and Maps

   Without verification, you have limited control over your profile.

   Why Google Wants a Physical Location

   Google's verification process is designed to prevent fake businesses and spam listings.

   In most cases, Google requires proof that your business operates from a legitimate location through video verification, mail verification, or other verification methods. As of 2026, it requires a location and asks you to verify it that you physical serve clients at this location.

Google requires businesses to provide a legitimate business address or service area and does not allow virtual offices, PO Boxes, or fake locations.

For therapists, this can include:

• A private practice office

• A shared office suite

• A professional counseling office

• In some situations, a home office used for business purposes

Google's goal is to verify that a real business exists and serves real clients.

Final Thoughts

If you only spend one hour this month on marketing, make it your Google Business Profile. Again it’s FREE why not. And if you have a virtual only practice there are work arounds such as listing your home address then hiding it and adding service areas only but I don’t recommend it. It goes against Google Standards and your listing can be taken down and if that happens it can really hurt your practice.

A verified and optimized profile can increase visibility, improve credibility, help clients find you more easily, and drive more calls, website visits, and inquiries from people actively searching for therapy in your area. For many therapists, it's one of the highest-return marketing activities available.

If you want to learn more- Book a Private Practice Business consultation with me! I can help you optimize your practice.