Free Resource for Clinic Owners
The Google Business Profile Checklist for Clinics
Your Google Business Profile is one of the most important marketing channels your clinic has. It decides whether you show up in the map pack when a patient searches “physio near me”. Most clinics set it up once and never touch it again. Work through these 43 checks to fix that.
What you’ll fix
- Get the basics right
- Pick the right categories and list every service
- Write a description and fill in every detail
- Upload real photos and video
- Publish Google posts every week
- Build a steady flow of reviews
- Back up your profile with your website and listings
- Monitor and maintain
How to use this checklist
Click each item as you finish it. Your progress saves in this browser, so you can come back later and pick up where you left off. If you run more than one location, go through the list once for each profile.
- 1. Get the basics right
- 2. Pick the right categories and list every service
- 3. Write a description and fill in every detail
- 4. Upload real photos and video
- 5. Publish Google posts every week
- 6. Build a steady flow of reviews
- 7. Back up your profile with your website and listings
- 8. Monitor and maintain
Get the basics right
Google needs to trust that your clinic is real and that your details are correct. Start here.
- Claim and verify your profileUse a clinic email you control, not a personal Gmail or a past employee’s account. Add a second owner so you never get locked out.
- Use your real business nameMatch the name on your signage exactly. Adding keywords like “Best Physio Downtown” breaks Google’s rules and can get your profile suspended.
- Match your address everywhereYour address should be written the same way on your profile, website and directories, including the suite or unit number.
- Use a local phone numberShow a local number that matches your website. If you use call tracking, set the tracking number as primary and your main line as an additional number.
- Link to the right pageSingle clinics link to the homepage. Multi-location clinics link each profile to its own location page. Add UTM tags so you can see GBP traffic in Google Analytics.
- Add your online booking linkPut your booking page (Jane, ClinicSense, etc.) in the appointment link field so patients can book in one tap.
- Keep hours accurateSet regular hours and holiday hours before every long weekend. Wrong hours lead to bad reviews and fewer calls.
Pick the right categories and list every service
Categories are one of the strongest ranking factors in the map pack. Getting them wrong makes you invisible for the searches you care about.
- Choose the most specific primary categoryPhysiotherapist, Chiropractor, Massage Therapist, Dentist, Psychotherapist. Pick the one that matches what most of your patients come in for.
- Add secondary categories for other servicesExamples: Physical Therapy Clinic, Sports Medicine Clinic, Acupuncture Clinic, Rehabilitation Center. Only add what you actually offer.
- Check what top competitors useLook at the clinics ranking above you in Google Maps. If they use a category you qualify for and you don’t, add it.
- List every service you offerManual therapy, pelvic floor, vestibular, TMJ, concussion, dry needling, orthotics. Each one is another search you can show up for.
- Write a short description for each serviceOne or two plain sentences on who it helps and what to expect. Use the words patients search for.
- Match your services to your website pagesEvery major service on your profile should have its own page on your site. Google connects the two.
Write a description and fill in every detail
An incomplete profile reads as low quality to Google and to patients. Fill out every section.
- Write a 750-character descriptionSay what you treat, who you help, where you are (neighbourhood and city) and what makes your clinic different. No links, prices or promotions.
- Add your opening dateIt is a small field, but it helps complete your profile.
- Tag every attribute that appliesWheelchair accessible entrance, parking, online appointments, languages spoken, LGBTQ+ friendly and anything else that fits your clinic.
- Add your social profile linksFacebook, Instagram, LinkedIn and YouTube can all be linked from your profile.
Upload real photos and video
Profiles with recent, real photos get more calls and direction requests than profiles with a logo and nothing else.
- Upload your logo and a cover photoUse a high-resolution logo and a cover photo that shows your clinic, not a stock image.
- Add exterior photosShoot the building from the street and the parking lot so first-time patients know where to go.
- Add interior and team photosFront desk, treatment rooms, gym space, equipment and your team working with patients (with permission).
- Skip stock photosGoogle can spot them and patients can too. Real photos from your clinic build trust.
- Add new photos every monthA steady flow of fresh photos is a sign of an active, well-run profile.
- Upload a short videoOpen a Canva template, make a 15 to 30 second clip (a clinic tour or a “free consultation” promo) and upload it to your profile.
Rather have us check your profile for you?
We’ll look at your Business Profile, map rankings and website and show you exactly what is holding your clinic back. It takes 30 minutes and there’s no obligation.
Book a Strategy CallPublish Google posts every week
Most clinics never post. The ones that do usually stop after a month. Weekly posts keep your profile fresh and give patients a reason to click.
- Post at least once a weekShare tips, new services, team updates, events and seasonal reminders.
- Use video postsMost clinics only post static images. A short Canva video makes your profile stand out right away.
- Add a button to every postLink to your booking page or the matching service page, never just your homepage.
- Use offer posts for promotionsFree consultations, new patient specials and workshops get their own offer format with dates.
Build a steady flow of reviews
Review count, rating and recency all affect who ranks in the map pack and who patients choose.
- Ask every happy patientThe best time is right after a good visit. Train your front desk to ask and make it part of checkout.
- Send a direct review linkText or email your short review link after the appointment so leaving a review takes 30 seconds.
- Respond to every review within 48 hoursThank people for positive reviews. Reply to negative ones calmly and take the conversation offline.
- Protect patient privacy in repliesNever confirm someone is a patient or mention their treatment, even if they did in their review.
- Never buy reviews or offer incentivesIt breaks Google’s rules and can wipe out your reviews. Some health colleges also restrict testimonials, so check yours.
- Keep pace with the top 3 clinics near youCompare your review count and how recent your last reviews are. Aim to beat them on both.
Back up your profile with your website and listings
Google cross-checks your profile against your website and the rest of the web. Consistency builds trust.
- Show your name, address and phone on your websitePut them in the footer and on the contact page, written exactly as they appear on your profile.
- Add LocalBusiness schema to your siteStructured data tells Google your clinic type, address, hours and phone in a format it can read.
- Include your service and city in your homepage titleFor example: “Physiotherapy in Kelowna | Your Clinic Name”.
- Embed a Google Map on your contact pageLink it to your actual Business Profile, not just your address.
- Claim your other listingsApple Business Connect, Bing Places, Yelp, Facebook and the health directories in your area should all match your profile.
- Remove duplicate listingsOld addresses, practitioner listings you don’t want and duplicates split your reviews and confuse Google. Merge or remove them.
Monitor and maintain
A Business Profile isn’t something you set up once. Check it regularly so it keeps working for you.
- Check for edits by Google or the publicAnyone can suggest changes to your profile and Google sometimes accepts them. Log in monthly and fix anything that’s wrong.
- Track your performance every monthWatch calls, website clicks, direction requests and booking clicks in the Performance tab.
- Track your map rankings across your areaYour ranking changes block by block. Check from several points in your city, not just from your front desk.
- Review this checklist every quarterCategories, services, photos and competitors change. A quarterly review keeps you ahead.
Want more patients from Google Maps?
We’ve helped 100+ clinics rank in the map pack and turn profile views into booked assessments. Book a strategy call and we’ll show you where your clinic ranks today and what to fix first.
