Physio
Google Business Profile checklist for physio clinics
For most prospective patients, your Google Business Profile is the first real impression of your clinic — seen before your website, often before a referral letter is even mentioned. A fully built-out profile consistently earns more calls and bookings than a "set up once and left" listing, independent of how good the clinic actually is once a patient walks in.
The checklist below covers the fields that move a physiotherapy listing the most.
Categories and named specialisms
Set your primary category to the closest match for what you do (typically "Physical therapist" or "Physiotherapist" depending on regional Google category naming) rather than a generic "Health" category. Use the Services section to itemise specific treatment areas — sports injury rehab, post-surgical rehab, chronic pain, women's health physiotherapy, and any other specialisms — so you surface for condition-specific searches, not just your clinic name.
Photos of the clinic and team
Profiles with more, more recent photos consistently earn more clicks and direction requests. For a physiotherapy clinic that means photos of the treatment rooms and equipment (so a nervous first-timer knows what to expect), and photos of the clinical team — named, with their role — so the practice feels like real, known people rather than an anonymous service.
Update photos at least monthly. A profile with no recent photos can read, unfairly but consistently, as a business that may not be reliably operating.
Reviews: recency and specificity
A steady flow of recent reviews outperforms a high average built from old ones, because recency signals an active, currently-good practice. Ask patients for a review at the point of clearest benefit — typically discharge, when relief and gratitude are highest — and encourage specifics ("helped with my sciatica after three sessions") over generic praise, since specifics are what future patients actually scan for.
Respond to every review. A clear, professional reply to a critical review does more for trust than another five-star review with silence attached — it shows the practice is actively managed.
Posts to answer common questions
Google Business Profile Posts let you pre-answer the questions patients ask most — "do I need a GP referral," "what should I wear to my first session," "how many sessions will I need." Posts keep a profile looking active and reduce friction before a patient even reaches your website. Because posts need regular refreshing to stay useful, this is exactly the kind of ongoing task that benefits from automation rather than being left to whoever has a spare ten minutes.