Therapist Google Business Profile: UK Setup Checklist

A well set up Google Business Profile helps potential clients find you in local search and understand quickly what you offer, where you work, and how to book. For therapists in the UK, it also supports trust, clarity, and good professional boundaries. Use this checklist to set up your profile properly, avoid common issues, and improve your visibility for relevant local searches.

Before you start: what you need ready

In this article

Gather these essentials before you begin. It will make the setup quicker and reduce the risk of delays during verification.

Your practice name (and whether you want your personal name displayed)
Your service area and or a client facing address if you see clients in person
Phone number and a dedicated email address for enquiries if possible
Your website URL and booking link (or contact page)
Accurate opening hours and your availability expectations
A short, client friendly business description
High quality photos (portrait, therapy room, building exterior if appropriate, logo)
Proof for verification if required (video capability, signage, entrance, workspace)

Step by step UK setup checklist

1) Create or claim your Google Business Profile

Sign in with the Google account you will use for your practice.
Search for your practice name on Google to check whether a profile already exists.
If it exists, select Claim this business. If not, create a new profile.
Keep access secure. Add an additional owner or manager account for continuity if you have a team.

2) Choose the right business name

Use your real world name as clients would see it on your website, invoices, directory listings, or signage. Do not add extra keywords such as best therapist in London or CBT specialist into the name. Google can suspend profiles for name stuffing.

If you work under your personal name (common for private practice), use either:

Your name (for example: “Aisha Khan”), or
Your name plus practice name if genuinely used (for example: “Aisha Khan Therapy”).

3) Select the best primary category

Your primary category is one of the strongest ranking signals. Choose the closest match to what you do most often. For therapists in the UK, commonly suitable options include:

Counsellor
Psychotherapist
Psychologist
Mental health service
Family counsellor (if that is your main focus)

Add secondary categories only if they genuinely reflect your services. Avoid adding categories simply to rank for them.

4) Decide: address, service area, or both

This is crucial for privacy and compliance with your professional boundaries.

If you see clients in person at a clinic or office

Add the full address.
Ensure it matches your website contact page and other listings exactly.
If you are within a multi tenant building, include suite or room details only if they are used in real life.

If you work from home and do not want your address public

Hide your address and set a service area instead.
List nearby towns, boroughs, or postcodes you serve.
Be realistic. A smaller, accurate service area is usually better than a very large one.

If you are online only

Hide your address.
Set your service area to where you want to attract clients (often your region or the UK).
Make it clear in your services and description that sessions are online.

5) Add contact details and booking links

Make it easy for clients to take the next step.

Phone: use a number you can answer reliably or with a professional voicemail message.
Website: link to your main site or a dedicated landing page for therapy enquiries.
Appointments: add a booking link if you use an online calendar, or link to your contact form.

Tip: If you link to a contact form, keep it short and include consent wording for storing information. Consider adding a note about response times.

6) Set opening hours and appointment expectations

Add hours that reflect when you accept enquiries or offer sessions. If you do not work fixed hours, you can still set reasonable enquiry hours such as weekday evenings.

Use special hours for holidays and planned breaks.
If you are online only, you can still set hours to match your availability.

7) Write a professional, client friendly business description

Your description should explain who you help, how you work, and what clients can expect. Keep it clear, grounded, and aligned with your professional registration and scope of practice.

Include:

Your therapy type or approach (only if accurate and meaningful)
Client groups you work with (adults, couples, young people) where appropriate
Formats offered (in person, online, telephone)
Location or service area
A gentle call to action (how to enquire)

Avoid:

Overpromising outcomes
Medical claims you cannot substantiate
Sensitive personal data about clients

8) Add services and keep them specific

Use the Services section to list what you actually provide. Where possible, use plain language that matches how clients search, while keeping it clinically appropriate.

Examples:

One to one counselling
Psychotherapy
Couples therapy
Online therapy sessions
Trauma informed therapy (only if accurate and within your training)
CBT sessions (only if you are trained and offering CBT)

If pricing is straightforward, you may add typical session fees. If not, it is acceptable to say “Fees available on request” or direct to your website.

9) Upload high quality photos and your logo

Photos increase trust and improve engagement. For therapy services, keep imagery calm, professional and privacy conscious.

Logo: clear and square.
Cover image: a welcoming, neutral photo (therapy room, office exterior, or professional brand image).
Practitioner photo: a well lit headshot that matches your website.
Therapy room: tidy, warm, and non identifying if home based.

Avoid photos that reveal private client information, appointment diaries, or other identifying details.

10) Choose the right attributes

Attributes help clients understand practicalities. Select only what is accurate, for example accessibility details or appointment requirements.

If you offer online sessions, ensure that is clear through services and posts, even if an attribute is not available.

11) Verify your business properly

Verification methods vary. Some profiles use postcard verification, while many now use video verification.

Follow Google’s instructions exactly.
For video, be prepared to show your location, signage if you have it, and evidence you work there (for example entry, workspace, business materials).
If you work from home and do not want public address visibility, you can still verify while keeping the address hidden.

12) Turn on messaging only if you can respond promptly

Messaging can be useful, but it can also create pressure to reply quickly. Only enable it if you can respond within a reasonable time and maintain boundaries. If you enable messaging:

Set an auto reply explaining your response time and what to do in an emergency.
Do not use messaging for crisis support.

13) Add your first posts

Posts can improve engagement and keep your profile active. Consider posting:

How to book and what a first session involves
Changes to availability
New group programmes or workshops (if relevant)
General wellbeing guidance that is not medical advice

Keep posts professional, non triggering and aligned with ethical guidelines. Avoid identifying or implying anything about specific clients.

14) Ask for reviews ethically and respond professionally

Reviews can help, but therapy is sensitive. Always follow your professional body guidance and your own ethical framework. If you request reviews:

Ask in a way that does not create pressure.
Consider offering a general feedback option privately as an alternative.
Never incentivise reviews.

When responding:

Do not confirm the person is a client.
Keep replies general, for example thanking them for their feedback.
If a review is critical, respond calmly and invite them to contact you privately, without discussing details.

15) Add questions and answers (Q&A) proactively

Anyone can ask questions on your profile. Populate Q&A yourself to reduce misunderstandings. Useful questions include:

Do you offer online sessions?
What are your fees and session length?
How do I book an initial consultation?
Do you work with anxiety or low mood?
What is your cancellation policy?

Local SEO essentials for UK therapists

Keep your NAP consistent

NAP means Name, Address, Phone. Ensure these are consistent across your website, directories, and your Google Business Profile. Even small differences can dilute local ranking signals.

Use location wording naturally

Add your town, borough, county, or nearby landmarks in a natural way in your description and posts. Avoid repeating the same phrase unnaturally. One clear mention is enough in most cases.

Link to the right page on your website

If you have a dedicated page for your location or service type, link to that rather than your homepage. Ensure the page includes:

Your location and how sessions are delivered
Clear booking steps
Credentials and registration details where applicable
Privacy policy and contact information

Add structured information on your website

If you can, add appropriate schema markup on your site (for example LocalBusiness or ProfessionalService). This supports consistency between your website and Google.

Common mistakes to avoid

Keyword stuffing in the business name or description
Using a tracking phone number that differs from your website and directories without a clear strategy
Listing an address that clients cannot visit, which can trigger suspensions
Turning on messaging without the ability to respond appropriately
Overclaiming specialisms outside your training or professional remit
Replying to reviews in a way that confirms a therapeutic relationship

Checklist summary

Claim or create your profile and secure access
Use a compliant business name
Select the best primary category
Set address and or service area appropriately for privacy
Add phone, website and booking link
Set accurate hours and special hours
Write a clear business description
Add services and pricing where appropriate
Upload professional photos and logo
Select accurate attributes
Complete verification
Enable messaging only if suitable
Publish posts and add Q&A
Handle reviews ethically and professionally
Keep NAP consistent across the web

Conclusion

A well optimised Google Business Profile is one of the simplest ways for UK therapists to improve local visibility and help potential clients feel confident about reaching out. Focus on accuracy, professionalism and privacy first, then build trust through clear services, helpful posts, and consistent information across your website and directories. Revisit your profile monthly to update hours, photos, and any changes to how you work.

FAQs

Should I show my home address on my Google Business Profile?

If clients do not attend your home in person, it is usually better to hide your address and set a service area instead. This supports privacy and helps avoid policy issues that can lead to verification problems.

Can I have a Google Business Profile if I only offer online therapy?

Yes. You can create a profile, hide your address, and set a service area. Make it clear in your services and description that sessions are online.

Which category is best: counsellor or psychotherapist?

Choose the category that most accurately reflects your core service and how you present your practice professionally. If you are unsure, pick the one that best matches your main offering and add a secondary category only where appropriate.

How do I get more reviews without crossing ethical boundaries?

If you choose to request reviews, do so gently and without pressure, and offer an alternative feedback route. When responding, keep your reply general and never confirm that the reviewer is or was a client.

Why was my profile suspended or not verified?

Common reasons include an address that does not match the type of business, a business name with added keywords, inconsistent details across the web, or incomplete verification evidence. Correct inaccuracies, ensure your information is consistent, and follow Google’s verification steps carefully.

How often should I update my Google Business Profile?

Check it at least monthly. Update hours, add new photos occasionally, post when you have relevant updates, and keep services accurate. Regular small updates can help maintain trust and engagement.

Do I need a Google Business Profile if I already have a website?

Yes. A Google Business Profile helps you appear in local search results and on Google Maps, often above standard website listings. It also gives potential clients quick information such as how to contact you, whether you offer online sessions, and what area you serve.

What is the safest setup if I work from home?

If clients do not attend your home address, hide your address and use a service area instead. This protects your privacy and reduces the risk of policy issues that can trigger verification delays or profile suspensions.

How do I choose the best category for my therapy practice?

Select the primary category that most closely matches your main offering, such as “Counsellor” or “Psychotherapist”. Use secondary categories sparingly and only when they genuinely reflect services you provide, as irrelevant categories can confuse both clients and Google.

Can I list myself as “CBT therapist” or add keywords to my business name?

Avoid adding keywords to your business name, even if they describe your work. Your name should match how your practice is presented in the real world on your website, signage, and professional listings. You can reference approaches such as CBT in your Services section or business description, but only if it is accurate and within your training and scope of practice.

What should I write in the business description to attract the right enquiries?

Keep it clear and client friendly: who you help, how you work, the formats you offer (in person, online, telephone), and your location or service area. Avoid promises about outcomes or anything that could be seen as a medical claim. End with a simple next step, such as how to enquire or book.

How can I add booking without making it feel too sales focused?

Use the Appointments link to point to a straightforward booking page or a short contact form. Set expectations kindly by noting typical response times and including consent wording for storing enquiry details. This supports professionalism and helps maintain boundaries.

Is it appropriate to ask therapy clients for Google reviews?

Reviews can help visibility, but therapy is a sensitive service. If you request reviews, do so without pressure, never offer incentives, and consider offering a private feedback option as an alternative. If you respond to reviews, keep replies general and do not confirm the person is or was a client.

Why is my therapist Google Business Profile not verifying or getting suspended?

Common causes include using a keyword stuffed name, listing an address that clients cannot visit, inconsistent Name Address Phone details across the web, or incomplete verification evidence. Correct inaccuracies, match details to your website and directories, and follow Google’s verification instructions closely, especially for video verification.