Google Business Profile for Clinics: A 20‑Minute Tune-Up

Your Google Business Profile (GBP) is often the first place patients see your practice – before your website, before NHS pages, and often before they call. In 20 focused minutes, you can turn a neglected listing into a high-performing, patient-friendly access point that supports NHS priorities on digital access, clear information and inclusive communication.

This guide is written for UK GP practices and healthcare providers and focuses on quick, compliant wins you can implement today.

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Why Your Google Business Profile Matters in Healthcare

A well-maintained GBP helps you:

• Be found for high‑intent searches like “GP near me”, “NHS doctor in [town]”, or “urgent care clinic”.
• Reduce calls to reception by answering common questions upfront.
• Support NHS access standards by making it easier to book, get directions and understand your services.
• Improve accessibility by providing clear, structured information that works well on mobile and with assistive tech.

For healthcare, trust and accuracy are critical. Your GBP must align with:

• NHS brand and access guidance
• CQC expectations around clear patient information
• UK advertising and medical claims rules
• Basic accessibility principles (WCAG style: clarity, contrast, simple language)

The sections below walk through a 20‑minute tune‑up with practical steps.

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1. Choose Categories That Match Patient Intent

Your categories help Google decide which searches to show your profile for. For clinics, getting this wrong can hide you from the very patients you want to reach.

Set a precise primary category

Your primary category should describe what patients see you as first and foremost.

Examples for UK healthcare:

• NHS GP practice General practitioner
• Medical clinic Private hospital
• Physiotherapist Mental health clinic
• Dental clinic
• Urgent care centre

For most GP practices, “General practitioner” or “Medical clinic” will be the most appropriate. If you are a branch of a larger NHS trust or PCN hub, ensure the category reflects what the public experiences at that location (e.g. “Medical clinic” rather than a corporate trust name).

Practical steps (3–4 minutes)

• Log into Google Business Profile Manager.
• Go to your clinic location → “Edit profile” → “Business information” → “About”.
• Check your Primary category: update it to the clearest, most accurate clinical category.
• Avoid marketing spin or non-clinical categories (e.g. “Health consultant”) unless they genuinely reflect your service.

Add relevant secondary categories

Secondary categories help you match more specific patient intents without confusing your core identity.

Examples for a GP practice:

Family practice physician

• Women’s health clinic (if you run dedicated services)
• Walk‑in clinic (only if genuinely available)
• Vaccination clinic (if you run regular vaccination sessions open to the public)
• Mental health clinic (if you provide in‑house counselling or IAPT‑style services)

For a private clinic, you might add:

• Dermatologist Cardiologist
• Paediatrician Physiotherapist
• Sexual health clinic

Action tips

• Add 2–4 secondary categories that reflect real, routinely available services – not one‑off projects.
• Review top‑ranking local competitors to see what categories they use, then align where appropriate.
• Revisit categories every 6–12 months as services evolve (e.g. new menopause clinic, same‑day access hub).

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2. Optimise Services & Booking Links

Once patients find you, they want one of three things quickly: “Can I register?”, “Can I book?”, “Do you offer X service?”. Your Services and booking links are where you answer those questions.

Add services that mirror real patient journeys

In GBP, you can list services with short descriptions. For NHS and private clinics, this is crucial because many patients scan GBP instead of browsing your full website. Service examples for a GP practice

Core GP services

• GP appointments (face‑to‑face and telephone)

• Repeat prescriptions

• Chronic disease reviews (e.g. diabetes, asthma, COPD)

• NHS health checks

• Child immunisations

• Cervical screening

• Travel vaccinations (if applicable)

• Contraception and sexual health Additional clinics

• Minor surgery

• Mental health support

• Physiotherapy (if in‑house)

• Menopause or women’s health clinic

• Smoking cessation support

How to add services (5–6 minutes)

• In GBP, go to your location → “Edit services”.
• Group services under logical headings (e.g. “GP services”, “Nurse clinics”, “Women’s health”).
• For each key service, add:
  • A clear name (e.g. “Same‑day urgent appointment triage”).
  • A 40–80 word patient‑friendly description, avoiding jargon.
  • A reference to how to access the service (online triage form, NHS App, phone, walk‑in).

Example description for a GP practice service:

“Same‑day urgent appointment triage – If you have an urgent medical problem, contact us before 11am using our online form or by phone. Our clinical team will review your request and offer the most appropriate type of appointment (phone, video or face‑to‑face) based on your needs.”

Ensure any mention of costs aligns with NHS rules (NHS services are free at point of use) and that private fees are displayed transparently on your website rather than loosely quoted in GBP.

Add appointment and registration links

For UK healthcare, booking links must reflect real access routes and comply with NHS digital and accessibility expectations. Priority links to include

Appointments

• Online consultation / triage form (e.g. Accurx, eConsult, Klinik)

• NHS App booking link (if available)

• Practice online booking page for private clinics Registration

• New patient registration page (NHS practice site or NHS.uk)

• New patient forms for private clinics

Action steps (3–4 minutes)

• Go to “Edit profile” → “Contacts”.
• Add:
  • Website: direct to your main practice page or dedicated location page.
  • Appointments: link to your online consultation or booking page (with tracking parameters if you’re measuring performance).
  • Registration (if supported in your ecosystem): link to “How to register” on your website or NHS.uk practice profile.

Compliance and accessibility considerations

• Ensure linked pages follow basic WCAG principles: clear headings, readable fonts, good colour contrast, keyboard accessibility.
• Use plain English and large clickable buttons for key actions: “Book an appointment”, “Request repeat prescription”.
• Make sure your phone number is clickable on mobile and matches the number advertised on your website and NHS directories.

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3. Holiday Hours Hygiene (Bank Holidays, Clinics & Closures)

In healthcare, wrong opening hours are more than an inconvenience – they can delay care and increase pressure on 111 and A&E. Holiday hours “hygiene” is a simple but powerful trust signal.

Use “Special hours” for UK bank holidays

Instead of marking the practice “Temporarily closed”, use Google’s “Special hours” feature to handle:

• UK bank holidays (e.g. Christmas Day, Boxing Day, New Year’s Day, Good Friday, Easter Monday, early May, spring and summer bank holidays)

• Local training/PLT (Protected Learning Time) closures

• Seasonal flu/vaccination clinics with different hours Why this matters

• Avoids confusion and complaints from patients who arrive to a closed door.

• Reduces the risk of your profile being treated as dormant.

• Supports NHS expectations around clear out‑of‑hours information and signposting.

How to update holiday hours (3–4 minutes)

• In GBP, go to “Edit profile” → “Hours”.
• Under “Special hours”, add: Each bank holiday with the correct status:
• If fully closed: mark as closed and ensure your description and Posts explain where to get help (NHS 111, local urgent care).
  • If open with reduced hours: specify the exact times.
• Add recurring PLT/half‑day closures as special hours on the relevant dates.

Signpost out‑of‑hours and urgent care

Use your business description and Posts (and your website landing page) to reinforce consistent messaging:

• “When we are closed, please use NHS 111 online or call 111.”
• “For life‑threatening emergencies such as chest pain or severe breathing difficulty, call 999 or go to A&E.”

Ensure this wording matches your website, answerphone message and NHS.uk profile to avoid conflicting guidance.

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4. Pre‑Answer Your Q&A Before Patients Ask

The Q&A section on your GBP is often underused in healthcare, yet it’s a powerful way to reduce confusion and inbound calls.

Google allows anyone to ask and answer questions, so it is best practice for the practice itself to “seed” accurate, helpful questions and provide official answers.

Identify your top 8–10 recurring questions

Think about what reception teams answer over and over:

Access and registration

• “Are you accepting new NHS patients?”

• “How do I register with the practice?”

• “Can I register if I don’t have proof of address or ID?” Appointments

• “How do I book an appointment?”

• “Do you offer telephone or video appointments?”

• “Can I request a specific GP?”

Services

• “Do you provide travel vaccinations?”

• “Can I get a fit note (sick note) from the practice?”

• “Do you offer private medicals or visa medicals?” Practicalities

• “Is there parking at the practice?”

• “Is the building wheelchair accessible?”

• “Do you have a lift / ground‑floor consulting rooms?”

Seed and answer Q&A (5–6 minutes)

Steps:

• While logged into your Google account, view your clinic profile in Search.
• Scroll to the Q&A section and:
  • Add key questions one by one.
  • Immediately answer them as the official account, using clear, concise, non‑clinical language.

Example:

Q: Are you accepting new NHS patients?
A: “Yes, we are currently accepting new NHS patients who live within our practice area. Please complete our registration form online via our website or collect a paper form from reception. If you are unsure whether your address is in our area, please call reception and we will check for you.” Q: Is the practice wheelchair accessible?
A: “Yes. Our main entrance is step‑free and we have an automatic door. There is an accessible toilet on the ground floor and most GP and nurse appointments are offered in ground‑floor rooms. If you need any additional support, please tell reception when booking.”

This approach:

• Supports accessibility by clearly describing physical access and reasonable adjustments.
• Aligns with NHS and Equality Act expectations around information for disabled patients.
• Reduces calls about basics (parking, prams, lifts, interpreters, chaperones).

Keep Q&A safe and compliant

• Monitor Q&A regularly (at least monthly) to correct any misleading public answers.
• Avoid sharing personal health information or responding in a way that could be construed as individual clinical advice.
• Keep answers general, and direct people to book an appointment or call 111/999 for specific medical concerns.

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5. Photos Patients Actually Care About (Not Just Logos)

Many healthcare profiles rely on stock images or a logo only. Patients care more about what it feels like to visit you – especially anxious or disabled patients, parents with small children, and those attending mental health or sexual health clinics.

Prioritise practical, reassurance‑focused images

Essential photo types for clinics

Outside and arrival

• Front of the building from the street.

• Clear photo of the main entrance.

• Any signage that helps patients recognise they’re in the right place.

• Photo showing step‑free/alternative entrances if relevant. Parking and transport

• Car park entrance and bays (especially blue badge/accessible bays).

• Cycle racks.

• Nearby bus stop or directions sign if parking is limited.

Inside and accessibility

• Reception area and waiting room.

• Accessible toilet (without people).

• Clear paths, handrails, lifts, ramps.

• Children’s play area or family‑friendly space (without showing identifiable faces). Clinical environment

• Typical consulting room (unoccupied).

• Diagnostic equipment only when reassuring (e.g. standard GP kit) – avoid anything that might be distressing if taken out of context.

Action steps (5–7 minutes if you already have photos)

• Go to your GBP → “Photos”.
• Upload:
  • 3–4 exterior/approach shots.
  • 3–4 interior/waiting room/consulting room images.
  • 2–3 images focused on accessibility (ramps, lift, accessible toilet).
  • Add a short description to each file before upload on your device (e.g. “Main entrance from car park”), which can help with organisation and accessibility. Keep images professional and compliant
• Avoid identifiable patients or visitors unless you have explicit, written consent and a clear, lawful basis for processing under UK GDPR. In most cases, it’s easier to use staff‑only or empty shots.
• Ensure images are well lit, in focus, and reflect reality (no misleading “spa‑like” images for a standard GP surgery).
• Reflect diversity appropriately in any staff images, aligning with NHS values of inclusion and respect.

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6. Monthly Posts Plan: 20 Minutes to Stay Current

Google Posts allow you to share short updates directly on your profile. For healthcare, this is an ideal way to:

• Communicate changes (flu clinics, new services, holiday closures).
• Support public health campaigns.
• Show that the practice is active and engaged.

A simple one‑Post‑per‑month plan can be managed in 20 minutes.

What to post (12‑month calendar examples)

January – Access and winter pressures

• Explain how to contact the practice for urgent vs routine issues.

• Remind patients about NHS 111 and local urgent care options. February – Long‑term conditions

• Focus on inviting patients with diabetes, asthma, COPD, or heart disease to attend reviews.

• Explain why regular monitoring matters.

March – NHS Health Checks / prevention

• Promote NHS Health Checks for eligible age groups.

• Encourage blood pressure checks and lifestyle support services. April – Easter & bank holiday hours

• Share special opening hours.

• Signpost to 111/999 and local pharmacies.

May – Mental Health Awareness

• Highlight mental health support at the practice and in the community.

• Emphasise that patients can discuss mental health with their GP or nurse. June – Cervical screening / women’s health

• Promote smear tests and how to book.

• Address common concerns in simple, reassuring language.

July – Travel health

• Remind patients to plan vaccinations well before travel.

• Clarify which vaccines are NHS‑funded and which are private. August – Summer & children’s health

• Talk about child immunisations and school readiness checks.

• Share brief safety advice (e.g. sun safety, hydration) with links to NHS resources on your website.

September – Flu & COVID boosters

• Announce vaccination clinics.

• Explain eligibility and booking routes. October – Stoptober / smoking cessation

• Promote smoking cessation support and referral routes.

• Mention any in‑practice clinics or partner services.

November – Men’s health and prostate awareness

• Encourage men to talk about symptoms early.

• Clarify how to book with a GP or nurse. December – Christmas & winter access

• Share Christmas and New Year opening hours.

• Explain your repeat prescription deadlines and how to order.

How to write effective Posts in minutes

When creating a Post, follow a simple structure:

Post template

• Headline: Clear and action‑focused (“Flu Clinics Now Available – How to Book”).
• Body (40–80 words): One key message, plain English, clear action.
• Call to action button: “Learn more”, “Call now”, or “Book” linking back to your site.

Example:

“Christmas and New Year Opening Hours – Our surgery will be closed on 25–26 December and 1 January. For urgent medical help when we are closed, use NHS 111 online or call 111. For life‑threatening emergencies, call 999. Please order repeat prescriptions at least 5 working days before the holidays.”

Schedule time once per month (or quarter) to plan Posts for upcoming events and campaigns. You can draft them in a document and copy‑paste into GBP.

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7. Keeping It Compliant, Patient‑Centred and Accessible

As a healthcare provider in the UK, you need to balance optimisation with professional and regulatory responsibilities.

Key compliance and accessibility principles Accuracy and consistency

• Ensure practice name, address, phone number and hours match:
  • Your website
  • NHS.uk profile
  • CQC registration
  • Avoid keyword‑stuffed names (e.g. “Best NHS GP in [City]”) – use your registered or trading name.

Clinical and advertising claims

• Avoid unsubstantiated claims (“cures”, “guaranteed results”, “best in the region”).

• Use measured language (“experienced team”, “evidence‑based care”, “CQC rated Good/Outstanding” if accurate). Accessibility and inclusion

• Use plain English and short sentences.

• Mention available support:

  • Interpreters or translation services, if provided
  • Hearing loops
  • Text relay or email contact options
  • Support for carers or advocates
  • Check that linked pages are easy to read and navigate on mobile and work well with screen readers.

Data protection and confidentiality

• Do not discuss individual cases, results or complaints in Posts or Q&A.
• For negative reviews, respond with empathy and general information but never confirm someone is a patient or discuss their care. Invite them to contact the practice directly.

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Key Takeaways

• A 20‑minute Google Business Profile tune‑up can significantly improve how patients find and use your services.
• Choosing the right categories helps you appear for the searches that matter most (“GP near me”, “NHS doctor”, “vaccination clinic”).
• Fully populated services and booking links reduce friction and align with NHS digital access expectations.
• Good holiday hours hygiene prevents confusion and helps direct patients safely to 111/999 when you are closed.
• Seeding and managing Q&A lets you answer common questions upfront, reducing pressure on reception and improving accessibility.
• Relevant, practical photos (parking, entrance, reception, accessibility) greatly reduce anxiety for new and vulnerable patients.
• A simple, planned monthly Post calendar keeps your profile fresh and supports public health messages.

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Next Steps: Your 20‑Minute Checklist

You can implement most of this in a single short session. In the next 20 minutes

• Check and correct:
  • Primary and secondary categories
  • Website and appointment links
  • Standard and upcoming special hours
  • Add or update:
    • 8–12 core services with short descriptions
    • One appointment link and one registration or “How to register” link
  • Upload:
    • At least 6–10 photos showing approach, entrance, reception, and accessibility
  • Seed:
    • 6–10 Q&A entries covering registration, booking, parking and access

Over the next 3 months

• Create and publish one Post per month aligned to your service priorities or public health campaigns.
• Review Q&A and any new reviews for accuracy and respond where appropriate.
• Revisit categories and services if your clinic adds new clinics or changes its access model.

By treating your Google Business Profile as a core part of your digital front door – alongside your website, NHS.uk listing and phone access – you make it easier for patients to find, understand and use your services safely and confidently.