A Google Business Profile checklist for physiotherapy clinics

People looking for a physiotherapist rarely compare a dozen clinics. They search, look at two or three profiles on the map and call the one that seems to treat their problem, is open when they need it and makes booking easy. Most of that decision happens on your Google Business Profile, before anyone visits your website.

Work through this list once, then check it again every few months.

1. Name, address and phone

• Your business name matches your signage and your website, with nothing added. Google doesn't allow extra keywords such as "Best Physio Downtown" in the name.
• The address is exact, including the suite or unit number, so people can find the right door.
• The phone number reaches someone during your listed hours, and matches the number on your website.

2. Categories

• Your primary category is the closest match for a physiotherapy clinic. Look at what established clinics near you use if you're unsure.
• Secondary categories describe other real services, such as massage therapy if you have registered massage therapists on staff.
• No categories are added only as keywords. Google's guidelines say categories should describe your business, not stuff in search terms.

3. Services

Services are where you answer the question "do they treat my problem?" List the treatments and conditions you actually see, in plain words a patient would use:

• Back and neck pain
• Sports injuries
• Physiotherapy after surgery
• Vestibular or concussion care, pelvic health, or other areas only if you offer them

Keep descriptions factual. Your college's advertising standard applies to your profile just as it does to your website.

4. Hours and holiday hours

• Regular hours match when the front desk actually answers the phone.
• Holiday hours are set in advance for statutory holidays, so people aren't sent to a locked door.
• Evening or weekend hours are shown clearly if you have them. They're often a deciding factor.

5. Booking link

If you take online bookings, add your booking link to the profile. It lets someone book straight from the search results instead of hunting for a button on your website. Test it on a phone to make sure it opens the right location and shows real availability.

6. Photos

• The outside of the building and the entrance, so first visits are easy
• Reception and treatment rooms, so people know what to expect
• Your team, but only with each person's permission
• No photos of patients unless you have their written consent and your college's rules allow it

Real photos taken on a phone are better than stock images. People can tell the difference.

7. Description and attributes

Use the description to say who you help and how, in a few plain sentences. Google doesn't allow links in it. Then fill in attributes that matter to patients, such as wheelchair accessible entrance or parking, where they apply.

8. Reviews and replies

Reviews matter, but they come with rules on two sides: Google's and your college's.

• Google doesn't allow incentives for reviews, or asking only happy patients to leave one.
• Your college may limit how testimonials are used in advertising. In Ontario, for example, the College of Physiotherapists of Ontario has specific requirements for testimonials.
• When you reply, don't confirm that the reviewer is a patient or mention anything about their care. A short, polite reply that invites them to contact the clinic directly is safer.

9. Can you see what it brings in?

Finally, make sure you can tell whether all of this is working. Check the Performance section of your profile each month, and add a tracking label to your website link. Our guide to telling which calls and enquiries come from Google explains how.

Sources

• Google Business Profile guidelines
• Google Maps user contributed content policy
• College of Physiotherapists of Ontario, advertising standard resources

This guide is general information, not legal or professional advice. Rules and Google features change, so check the current source before acting.