What to Post on Your Google Business Profile: 12 Examples for Therapists

The most common question I get from therapists who have just set up a Google Business Profile is the same one I had when I set up mine: what am I supposed to actually post?

Google wants you to post. Posts keep your profile looking active, which is one of the small signals their local algorithm uses to decide whose name shows up at the top of the map. But Google does not give you a template, and most of the marketing advice you find online is written for restaurants and plumbers. The cadences and topics that work for a coffee shop do not work for a therapy practice. Posting "20% off this week!" is not an option.

What you need is a small library of post types you can rotate through, written in a way that reads like a thoughtful note from a working therapist, not an ad. Here are twelve I have used or seen used by therapists I work with. Each one is written so you can adapt it in five minutes, change the city, the specialty, the dates, and post it.

A few ground rules first.

Keep posts between 150 and 300 words. Google allows up to 1,500 characters, but the middle of that range reads best. Do not include anything about specific clients or sessions, even anonymously. Do not ask for reviews; most state licensing boards treat that as a violation. Always send people to your website or a contact form, never to a DM or text.

That is the full rule set. Now the examples.

1. New client availability (the workhorse)

This is the single most useful post type. Use it any time you are open for new clients, and rotate it back in monthly so it stays current.

I have a few openings for new clients this spring. My practice focuses on women in their thirties and forties working through the slow griefs that do not have tidy names, identity shifts around motherhood, the loss of a parent, the long quiet after a marriage ends. The work is somatic and unhurried.

Sessions are Tuesdays through Fridays in Snohomish, Washington, and via telehealth across Washington and Oregon. Daytime appointments are easier than evenings right now.

If this sounds like a fit, you can read more about how I work and request a consultation through my website. The first conversation is short and free; it is mostly about whether the rhythm we would settle into feels right to you.

Why it works. It is specific (you know who she works with within ten seconds), it is honest (daytime is easier), and the call to action sends the reader to a real place to learn more.

2. Seasonal reflection

Holidays, weather changes, and seasonal transitions are reliable, low-effort posts. The trick is to make the seasonal observation about something honest rather than something Hallmark.

The first really cold morning of the year arrived this week, and the office is back to long sleeves and the small ritual of the kettle. Fall, in my work, often surfaces conversations about pace. About the difference between rest and shutdown. About how to tell when slowing down is restorative and when it has tipped into something heavier.

If those questions are alive for you, you are not alone in them, and they are good ones to bring into a session.

The practice is open Tuesdays through Fridays this fall. Telehealth and in-person Snohomish appointments are both available. More information at my website.

Why it works. It is observational, specific to the season, and gestures at the kind of work the therapist does without lecturing.

3. What to expect on a first call

Demystifying the consultation removes one of the biggest sources of hesitation for new clients. Useful 2-3 times a year.

Most of the people who book a first call with my practice tell me afterwards they were nervous about it. That is normal, and the call is designed for it.

The consultation is 15 minutes, no charge, by phone. There is no intake form to fill out before, and you do not have to know what is wrong or how to describe what you are looking for. I usually open with a few open questions about what brought you to the call, what you have tried, and what you are hoping might be different. We end by deciding together whether it makes sense to schedule a first full session.

If a call has been on your list for a while, the form to request one is on my website.

Why it works. It addresses a real, named hesitation. It signals that the therapist understands what walking in the door feels like.

4. Practice update (vacation, holiday hours)

Hyper-practical, takes one minute to write, and Google rewards profiles that update hours. Use any time the office rhythm shifts.

A heads up that the practice is closed for the week of Thanksgiving (November 23 through 27). Sessions resume on Monday, December 1.

If you are an existing client and something comes up during that week, my voicemail will direct you to the local crisis line and to 988. For new clients, you are welcome to send a request through my website during that week and I will respond when I am back.

Wishing everyone a quiet holiday, in whatever shape "quiet" takes for you.

Why it works. It is functional, kind, and sets the right expectations. Google sees the practice updating its hours.

5. Modality explanation in plain language

Most prospective clients do not know what somatic or internal family systems or EMDR means. Translating one of your modalities into plain language is a high-leverage post.

People sometimes ask what "somatic" therapy actually means. The shortest honest answer is, it is therapy that pays attention to the body alongside the words.

In a traditional talk session, the work happens in the conversation. In a somatic session, the conversation is still there, but the therapist is also tracking the small physical things that show up while you talk, the breath getting shorter, the shoulders rising, the foot that starts tapping when a particular topic comes up. Those signals are information. They tell us where the nervous system is, and where there is something worth slowing down to be with.

It is not body work, it is not massage, and you keep your shoes on. But it is therapy that takes the body seriously as part of what is happening.

More about how I work at my website.

Why it works. It de-mystifies the modality in language a layperson uses, without watering it down.

6. Mental health observance day

There are dozens of these throughout the year (Mental Health Awareness Month, Suicide Prevention Awareness Month, World Mental Health Day, Pride Month, Indigenous Peoples' Day, and so on). Most are an easy weekly post, used carefully.

May is Mental Health Awareness Month, which has become enough of a cliché that even I find the phrase a little tired. But the underlying point still matters.

Most of the people who walk into my office do so years after they probably could have. The most common version of "what took you so long" is not a single barrier. It is a slow accumulation of "I should be able to handle this," "I do not want to be a burden," and "I am not sure what I would even say." Each of those is a fair thought to have. None of them are the truth about whether therapy might help.

If May is the month you are giving yourself permission to look into it, the practice is open. Information at my website.

Why it works. It does not lecture. It names something true about the actual experience of considering therapy.

7. Resource recommendation (book, podcast, article)

Sharing a resource you actually like signals taste and approach. Use sparingly, no more than once every six to eight weeks.

A book I keep coming back to for clients working through grief is Megan Devine's It's OK That You're Not OK.

Most grief writing is built around the idea that grief is something to "get over." Devine's frame is different. She treats grief as something to be witnessed and accompanied, not solved. For people whose loss is recent, or for people whose loss is old but still present, her work tends to land like permission.

The book is in most local libraries and bookstores. If you are working through a loss and want company in that work, my practice is open and accepting new clients. Information at my website.

Why it works. The therapist is showing taste and a particular orientation. A reader gets a sense of what working with her would feel like.

8. Specialty deepening

If your practice has shifted toward a particular specialty, a post that names the work clearly is a high-converting post for the long-tail searches that specialty surfaces in.

Roughly half of the work in my practice right now is with women who have recently become mothers, or who are several years in and still finding the new shape of themselves on the other side of it.

Postpartum anxiety, identity grief, the loneliness that does not match the photos, the rage that surprises you, the slow re-meeting of your own body. The literature calls this perinatal mental health. In session, it is usually quieter than that, just a person trying to find herself in a life she chose and now has to inhabit.

If this is the season you are in, my practice is open in Snohomish and via telehealth in WA and OR. Information at my website.

Why it works. Specificity signals expertise. Google will rank this profile higher for "perinatal therapy near me" because the post text matches that intent.

9. Office or process update

Anytime something tangible changes in how you practice, post it. Google reads change as activity.

The practice now offers a sliding-scale spot for one new client per quarter, in addition to the standard rate appointments. It is a small thing, but a real one. Most therapists I trained with hold space for clients who could not otherwise afford long-term work, and this is mine.

If cost has been the main barrier to starting therapy, the request form for the sliding-scale spot is on my website. The form asks a few questions about fit and capacity. The next opening is for fall.

Why it works. It signals the values of the practice without being preachy, and it surfaces a real on-ramp for a specific reader.

10. Question I get a lot

Answering a real, frequently-asked question demonstrates expertise without seeming clinical.

A question I get often, from people considering starting therapy, is whether they should choose someone who works in person or someone who works via telehealth.

The honest answer is, the modality matters less than the fit. The strongest predictor of whether therapy works is the quality of the relationship between the therapist and the client. That can be built in either format. What matters more is, does the rhythm of the appointment work for your life, and does the person you are talking to feel like someone you can be honest with.

My practice offers both. Information about either format is at my website.

Why it works. Real, honest, useful. The reader feels less alone in their uncertainty.

11. Quiet announcement of capacity

Periodically, even when not actively recruiting, a soft "the practice is open" post keeps the profile current and tells Google the practice is operating.

A small note that the practice is open and operating its usual rhythm this month, Tuesdays through Fridays, in Snohomish and via telehealth.

Most of my new client requests right now are coming through the website. The form is short, four questions, and I respond within two business days.

If it has been on your list to make the call, this is your reminder.

Why it works. Functional, low-effort, and Google sees the profile updating.

12. Anniversary or milestone

Once a year, name a practice milestone. Google sees longevity, the reader sees stability.

This week marks five years of running this practice from the office in Snohomish.

Five years ago, the room was a folding chair, a borrowed lamp, and a sign I had taped to the door with a piece of masking tape. The chair is the same; the masking tape is gone. The work is, somehow, both exactly what I imagined and entirely different. There are clients I have walked alongside for nearly the whole five years, and there are people who came in once and never came back, and both are how this work goes.

Thank you to anyone who has trusted me with a room for an hour. The practice is open and accepting new clients this fall. Information at my website.

Why it works. It is human. It signals stability without being stiff. And the closing call to action lands softly because the post earned it.

A simple weekly rhythm

If you are starting from zero, the rhythm I suggest is:

• Week 1: New client availability post (#1)
• Week 2: Seasonal reflection or modality explanation (#2 or #5)
• Week 3: Practice update, resource, or question-I-get-often (#4, #7, or #10)
• Week 4: Specialty deepening or first-call demystification (#8 or #3)

That is 12 posts over a quarter. Repeat the rotation every quarter, with the specifics updated to match the actual rhythm of the practice. By the end of the year you will have 48 posts in the profile, and Google will treat your listing as the steady, current one in town.

The effort cost, once the rhythm is set, is about ten minutes a week. Less, if you are using a tool that drafts in your voice for you to lightly edit. More, if you are starting each post from a blank page.

The point is not to be a marketer. The point is to keep the small public-facing record of your practice alive enough that Google trusts it. The math is quiet, and the rewards are slow, and they are real.

Ariadne writes weekly Google Business Profile posts in your voice, for therapists in private practice. If the rhythm above sounds useful but you would rather not start each post from a blank page, start your free week and we will write the first batch for you.