Get Found by Local Clients…
Article authored by the ISPC
If you’re a private practice counsellor in the UK, there’s one simple truth:
When someone searches “counsellor near me,” “therapist in [your town],” or “anxiety support Bristol,” they’re not just Googling—they’re opening Google Maps.
And if your practice isn’t listed, you’re invisible.
The good news? Getting on Google Maps is free, straightforward, and one of the most powerful things you can do to attract local clients—ethically and organically.
Here’s how to do it in 5 simple steps.
Step 1: Go to Google Business Profile
Google Maps listings are managed through Google Business Profile (formerly Google My Business).
Go to: https://www.google.com/business
Click “Manage Now” and sign in with your Gmail (use a professional one, like contact@charlottetherapy.co.uk if you have it).
Step 2: Enter Your Business Name & Category
Business name: Use your practice name (e.g., “Sarah Chen Counselling” or “Tranquil Therapy”).
Category: Start typing “counsellor” or “psychotherapist”—Google will suggest options. Choose the most accurate one (e.g., “Counsellor” or “Mental Health Service”).
Ethical note: Only list locations where you actually offer face-to-face sessions. If you work from home, you can still list your town—but hide your exact address (see Step 3).
Step 3: Set Your Location & Service Area
You have two options:
A) You see clients in person (at home, an office, or clinic):
- Add your address
- Tick “I deliver goods and services to my customers”
- Then select “Hide my address” (so only your town/postcode shows)
- Set your service area (e.g., “Bristol and surrounding areas”)
B) You work online only:
- Select “I deliver goods and services to my customers”
- Don’t add a physical address
- Set your service area as your town, county, or “UK-wide”
Remember: Google prioritises local relevance. Even online therapists benefit from listing a base location (e.g., where you’re registered or trained).
Here’s more about your Service Location.
Step 4: Add Key Details
Now make your listing helpful and trustworthy:
- Photos: Add a professional headshot, a calm workspace image, or your logo
- Phone number: Use a professional line (not your personal mobile if possible)
- Website: Link to your counselling website (even a simple one!)
- Hours: Be realistic (e.g., “Mon–Fri: 9am–6pm”)
Description: Write 1–2 short sentences:“Person-centred counsellor offering face-to-face and online sessions in Leeds. Specialising in anxiety, life transitions, and student wellbeing.”
Photos: Add a professional headshot, a calm workspace image, or your logo
Step 5: Verify Your Business (Takes 5–14 Days)
Google will send a verification postcard to your listed address with a 6-digit code.
Once you enter it online, your listing goes live on Google Search and Maps!
Tip: Verification is required—but it’s what makes your listing trusted and visible.
See this link to understand more about Verification
Why This Matters for Counsellors
76% of local searches lead to a visit or call (Google, 2024)
Clients trust Google Maps listings more than ads or directories
It’s free, ethical, and passive—no bidding, no tracking, no pressure
Works beautifully alongside a simple, honest website
Here’s what google says about how customers find businesses…
What Not to Do
- Don’t use a fake address (e.g., a virtual office you don’t use)
- Don’t keyword-stuff your name (“Anxiety Counsellor Bristol Therapy Help”)
- Don’t skip verification—unverified listings won’t show up
Private Practice Final Thought – And a few Advanced tips for Greater visibility
Your Google Maps listing isn’t just tech—it’s part of your professional presence.
It’s how a student in Manchester, a parent in Cardiff, or a teacher in Glasgow finds you when they’re ready to reach out.
Getting your Google Business Profile (GBP) live is just the beginning. Once verified, you can gently optimise your listing to stand out—without compromising your ethics or authenticity.
Use this link to go straight to Create My Google Business
Here are a few advanced but accessible tips used by savvy private practitioners:
1. Use Keywords Naturally in Your Description
Google reads your business description to understand what you offer.
Instead of:
“I provide therapy.”
Try:
“I’m an ISPC Associate Member person-centred counsellor offering face-to-face sessions in Brighton for adults experiencing anxiety, low mood, or life transitions. Online sessions also available across the UK.”
This includes real search terms people use—without sounding robotic.
2. Add Regular, Helpful Posts (Like Mini-Blogs)
Google lets you publish “Posts” directly on your GBP listing (visible in Maps and Search).
Use them to:
- Share a new service (e.g., “Now offering walk-and-talk sessions in Stanmer Park”)
- Announce availability (“3 spaces open for new clients this month”)
- Offer a free resource (“Download my guide to starting therapy”)
Posts expire after 7 days—so aim for 1–2 per month. It shows Google you’re active—and gives clients fresh reasons to contact you.
3. Encourage Genuine, Ethical Reviews
Reviews boost visibility—but never ask for them directly (it’s against Google’s policy and ethical guidelines).
Instead:
- At the end of a successful block of sessions, you might say:“If you found our work helpful and feel comfortable sharing, I’d be grateful for any feedback you’d like to leave on my Google listing.”
- Make it easy: Include a direct link to your review page in your email signature or session reminder.
Never offer incentives, and never publish client testimonials that reveal identifying details.
4. Keep Your Hours Accurate (Especially During Breaks)
If you’re away for summer or CPD, update your hours to “Temporarily closed.”
This prevents frustrated clients—and Google rewards accuracy and reliability.
5. Link Your Website’s Contact Page to Your Google Business Profile
On your website’s “Contact” page, embed a Google Maps widget of your location.
This creates a trust loop: Google sees your site and Maps listing are connected → ranks both higher.
6. Monitor Your Insights (It’s Free!)
In your GBP dashboard, click “Insights” to see:
- How many people found you via “counsellor near me”
- Which search terms brought them to you
- How many clicked your phone number or website
Use this to refine your wording—e.g., if “online therapy UK” brings traffic, add it to your description.
Remember: Visibility ≠ Promotion
You’re not “marketing” like a business—you’re making yourself findable for people in genuine need.
Every optimisation should serve clarity, accessibility, and informed choice—core counselling values.
And the best part?
Once it’s set up, Google Maps works quietly in the background, connecting you with clients who are already searching for someone like you. Setting up your Google Business Profile will also give you an awareness of what websites need to contain…
That’s not self-promotion.
That’s ethical availability.
In a world full of noise, being findable is an act of care.
Need any more advice or want to use a professional web team please get in touch with Swarming Bee Web Design
We encourage all ISPC members to consider contributing to ISPC News and sharing their unique perspectives and insights. Your contributions help build a valuable resource for the therapy and counselling community.
And lastly, we appreciate those that have already come forward with their ideas and writings, we are uploading these blogs over the next few weeks and months.
Kindest Regards
