Google Business Profile for Healthcare Providers: 20‑Minute Tune‑Up That Lifts Calls

A well-optimised Google Business Profile (GBP) is now one of the most powerful levers for increasing patient calls and online bookings for UK GP practices and healthcare providers. In under 20 minutes, you can make targeted updates that improve visibility, build trust, and make it easier for patients to contact you.

This guide walks through a practical, step-by-step tune-up tailored to NHS and UK independent healthcare, including categories, services, hours, appointment links, products/treatments, Q&A, and Google Posts – all aligned with best practice, accessibility, and regulatory expectations.

Why Google Business Profile Matters for Healthcare

Your digital “front door” in local search

For many patients, your GBP listing appears before your website, your NHS profile, or any social media presence. It shows at a glance:

Who you are
Where you are
When you’re open
How to contact or book
What services you offer
How other patients rate you

For local healthcare searches (e.g. “GP near me”, “NHS dentist Manchester”, “urgent care clinic”), Google heavily relies on GBP data to decide which practices appear in the map pack and local results. A complete, accurate, and regularly updated profile is now a core part of healthcare marketing and patient access, not just “optional SEO.”

Compliance, trust and accessibility

For UK healthcare providers, a well-maintained GBP supports:

NHS expectations – Clear signposting to how to access services, including digital routes.
GMC/GDC/NMC professional standards – Accurate, non-misleading information, no false claims, and clear contact routes.
GDPR & confidentiality – No patient-identifiable information in photos, reviews, or Q&A.
WCAG-aligned access – Providing clear, structured information that works well with assistive technologies and supports patients who may never reach your full website.

20-Minute Tune-Up Overview

You can batch this into a single 20‑minute session per month, with a deeper review each quarter.

Your 20-minute checklist

Confirm primary and secondary categories
Review and refine services
Add or check appointment and contact links
Check normal hours and upcoming bank holiday hours
Review and top up pre-answered Q&As
Publish or schedule your latest post (promo/alert/health info)

Set Primary and Secondary Categories

Why categories matter

Categories tell Google what you are and directly affect which searches you appear for. For a GP practice or clinic, the wrong primary category can mean you vanish from the most important queries in your local area.

How to choose your primary category

Your primary category should describe your main regulated service, not your organisation type or a niche treatment. Examples (primary category)

NHS GP surgery:
- “Doctor” or “Medical clinic” (depending on what is available and best fits your core service area)
- Private GP:
  - “Private hospital” (if multi-speciality), “Medical clinic”, or “Doctor”
- NHS dental practice:
  - “Dental clinic” or “Dentist”
- Private dental clinic:
  - “Dental clinic” or “Cosmetic dentist” (if cosmetic is clearly the primary focus)
- Physiotherapy clinic:
  - “Physical therapy clinic”
- Sexual health clinic:
  - “Sexual health clinic” or closest available equivalent

Quick 3‑minute action

Log into Google Business Profile Manager.
Go to “Edit profile” → “About”.
Ensure your primary category is the clearest, most accurate description of your main regulated service.
Avoid marketing-led terms that could be misleading or non-compliant with NHS or professional body standards.

Adding smart secondary categories

Secondary categories help you appear for more specific searches without misrepresenting your main role. Only add categories that reflect services you genuinely provide, with suitable clinicians and governance behind them.

Good secondary category examples

GP practice:
- “Family practice physician”
- “Medical center”
- “Telemedicine clinic” (if you offer online/remote consultations)
- Dental practice:
  - “Emergency dental service” (if you genuinely offer this)
  - “Pediatric dentist” (if you regularly treat children)
  - “Dental implants periodontist” (if you have relevant expertise on site)
- Multi-disciplinary clinic:
  - “Physiotherapist”
  - “Psychologist”
  - “Occupational health service” 3‑minute action
Add 2–5 genuinely accurate secondary categories.
Remove any categories that no longer reflect current services (e.g. cosmetic treatments you no longer offer).

Services and Appointment Links

Why service detail matters

Services in GBP help patients understand what you offer without digging through your website. They also help Google match you to long-tail queries like “NHS blood test near me” or “same-day emergency dentist.”

To meet UK expectations on transparency and to avoid misleading claims, service descriptions should be:

Accurate and non-promotional
Clear about private vs NHS availability where relevant
Free from guarantees (e.g. “same-day” only if consistently delivered)

Structuring your service list

Core clinical services

These should reflect your bread-and-butter care:

GP practice:
- “Routine GP appointments”
- “Urgent same‑day appointments” (if offered)
- “Telephone / video consultations”
- “Long-term condition reviews (e.g. asthma, diabetes)”
- “Childhood immunisations”
- “Smear tests (cervical screening)”
- “Travel vaccinations” (if offered)
- Dental practice:
  - “NHS dental check‑ups”
  - “Private dental check‑ups”
  - “Hygienist appointments”
  - “Emergency dental appointments”
  - “Dental implants consultations”
  - “Invisalign clear aligner treatment” (if provided)
- Other healthcare providers:
  - “Physiotherapy assessment”
  - “Mental health assessments”
  - “Occupational health screening”

Access and support services

“Online repeat prescription requests”
“Online consultation forms (eConsult/Accurx/alternative)”
“Wheelchair accessible entrance”
“British Sign Language interpreter (on request)”
“Translation or interpreting services (on request)” 5‑minute action
In GBP, go to “Services”.
Group services by logical headings (e.g. “NHS services”, “Private services”, “Preventive care”, “Urgent care”).
For each service, add:
- A short, factual description (1–2 sentences).
- Indicate “NHS”, “Private” or “Both” where appropriate.
- Avoid cost information here; keep pricing consistent via your website.

Appointment and contact links

Your appointment links are key conversion levers. One extra click or confusing label can be the difference between an anxious patient booking or giving up. Types of links to include

Main appointment link

For NHS GP: link to your online consultation platform or booking flow (e.g. eConsult, Klinik, AskMyGP, Accurx) rather than a generic homepage.
For dentists/clinics: link to your online booking system or an accessible “Book an appointment” landing page.

Secondary links (where available)

“Bookings” – direct to online booking or patient portal.
“Telehealth” – direct link to remote consultation information or login.
“Existing patients” vs “New patients” – if you have separate pages, use UTM tracking to understand which drives more calls and bookings. 4‑minute action
In GBP, go to “Website” and “Bookings” fields.
Ensure:
- Links go to task-based pages (book, request, register), not just your homepage. The destination pages meet basic WCAG** principles:**
Clear headings and labels
- High contrast
- Keyboard-accessible forms
- Plain-English content

Holiday Hours Hygiene

Why holiday hours affect calls and complaints

Holiday confusion drives unnecessary calls, walk-ins, and complaints – especially around bank holidays and Christmas. Inaccurate or missing holiday hours are one of the most common patient frustrations, and they undermine trust.

GBP has specific tools for special hours that you should use instead of editing your core hours each time.

What “good” looks like

Normal hours

Accurately reflect when reception is available by phone.
If your door hours differ from phone hours, clarify this in your description and website, but keep GBP hours focused on when patients can reliably contact you. Holiday hours and closures

For each upcoming bank holiday or unusual closure:

Mark the practice as “Closed” if phones and doors are closed.
If you offer reduced hours (e.g. flu clinic morning only), set specific open/close times and explain detail in a Google Post and on your website.
If you operate a hub model (e.g. extended access at a different site), keep your listing updated and add a Post explaining where patients will be seen. 3‑minute action (monthly)
Go to “Edit profile” → “Hours” → “Add special hours”.
Add special hours for:
- All upcoming bank holidays
- Planned training closures (e.g. protected learning time)
- Planned refurbishments or temporary relocations
- Add a short, accessible Google Post explaining:
  - “When we are open”
  - “Who to contact when we are closed” (111, urgent care, 999 for emergencies)
  - Links to your website’s “When we are closed” or “Out of hours” page

This supports NHS signposting expectations and reduces anxiety for patients needing care.

Q&A You Should Pre‑Answer

Why pre‑populating Q&A is powerful

The Q&A section on GBP behaves like a public FAQ. Anyone can ask – and anyone can answer – so it is safer and more effective for the practice to seed and answer common questions yourself.

This has three major benefits:

Reduces repetitive calls to reception.
Provides accessible, at-a-glance information for patients with anxiety or communication needs.
Prevents incorrect answers by third parties. Principles for healthcare Q&A
Keep answers short, factual, and non-clinical.
Never share patient details or indicate that someone is a patient.
Avoid giving individual medical advice – signpost to appropriate contact routes.
Use clear, non-technical language and short paragraphs for accessibility.

Q&As every GP practice should include

Registration and access

“How do I register as a new patient?”
“Can I register if I live outside the practice area?”
“Do you accept asylum seekers/homeless patients without documents?”

Appointments

“How do I book an appointment?”
“Can I get a same‑day appointment?”
“Do you offer telephone or video appointments?”
“How do I cancel or change my appointment?” Prescriptions
“How do I request a repeat prescription?”
“How long do repeat prescriptions take?”
“Can I get my prescription sent to a pharmacy of my choice?”

Out‑of‑hours and emergencies

“What should I do when the practice is closed?”
“What should I do in a medical emergency?” Additional access needs
“Is the practice wheelchair accessible?”
“Can I book an interpreter?”

Q&As for dental and other providers

“Do you accept NHS patients?” (for dentists)
“Are you taking new patients?”
“Do you provide emergency appointments?”
“Do you offer payment plans for private treatment?”
“Is parking available onsite or nearby?” 5‑minute action
Go to the Q&A section of your GBP.
Add 5–10 core questions from the lists above.
Provide consistent answers that mirror your:
- Website
- NHS profile
- Practice leaflet
- Review monthly to:
  - Answer new questions promptly
  - Report or correct any misleading third‑party answers

Using “Products” for Key Treatments and Pathways

Why “products” help healthcare

In healthcare, the Products feature is best treated as “key pathways” or “flagship services”, not consumer products. Used appropriately, it helps patients quickly find information about:

High-demand services (e.g. flu vaccines, travel clinics, emergency dental care)
Priority pathways (e.g. urgent cancer referrals, children’s services)
Private add-on services (e.g. travel vaccines, cosmetic dental treatments)

This section should comply with UK regulation by:

Avoiding strong promotional wording.
Making any private fees transparent and consistent with your website.
Not overselling outcomes or making guarantees.

Good Product examples for GP practices

Examples Flu vaccination service

Title: “Flu vaccinations (eligible NHS patients)”
Short description: who is eligible, how to book, link to your flu information page.

Online consultation service

Title: “Online consultation (non‑urgent medical issues)”
Description: when to use it, typical response time, link to your online consultation form. Travel vaccination clinic (if provided and appropriately governed)
Title: “Travel health and vaccinations (private)”
Description: what’s offered, how to book, link to travel clinic page with fee list.

Good Product examples for dental practices

“Emergency dental appointments (same‑day where available)”
“Dental hygiene and gum health appointments”
“Dental implants assessment”
“Invisalign clear aligners consultation”
“Teeth whitening (private treatment)” 4‑minute action
Select 3–6 key “products” representing:
- High-demand services
- High-value private services (if applicable)
- Important clinical priorities (e.g. screening, vaccination)
- For each, add:
  - A plain-English title
  - 2–3 sentence description
  - Link to the relevant landing page on your website
  - A neutral, clinical image (no identifiable patients)

Monthly Google Posts Routine

Why Posts matter

Google Posts function like mini updates pinned to your practice’s profile. For healthcare, they are ideal for:

Announcements and service changes
Health promotion campaigns (e.g. flu, COVID boosters, cervical screening)
Temporary disruptions (e.g. refurbishments, phone issues)
Seasonal advice (e.g. heatwaves, winter pressures)

Regular posting signals that your information is current and your practice is active and engaged.

Core post types for GP and healthcare providers

Service updates

“New online consultation system now live”
“Changes to our appointment system”
“New clinic times for baby immunisations” Health campaigns
“Flu vaccination clinics – who’s eligible and how to book”
“Cervical screening – check if you’re due”
“NHS Health Checks – book if you are aged 40–74”

Access and closures

“Bank holiday opening hours and what to do when we are closed”
“Temporary phone line issues and alternative contact details” For dental and private providers
“Emergency appointments this week – how to contact us”
“Free Invisalign consultation month – what to expect”
“New patient check‑up offer (private)”

All posts should be:

Factual and clear
Avoiding exaggerated claims
Consistent with GDC/GMC advertising guidance

A simple monthly posting rhythm

Minimum: 1 post per month

For busy NHS practices, one good-quality monthly post is often enough to keep the profile fresh. Simple monthly plan

Week 1:
- Post: “This month at [Practice Name]” – highlight any key changes, campaigns or reminders.
- Before each bank holiday:
  - Post: “Bank Holiday Opening Hours and How to Get Help”
- Seasonal:
  - Autumn/Winter: Flu and COVID booster updates.
  - Spring/Summer: Hay fever, travel vaccines, heatwave advice.

5‑minute action (monthly)

Draft a 50–150 word update:
- Plain English, short paragraphs.
- Include a clear call to action (e.g. “Visit our website to learn how to book”, “Call us on [number] for urgent advice”).
- Add an image:
  - Practice exterior, staff (with consent), or a neutral NHS-style graphic.
- Link:
  - To a relevant page on your site or NHS.uk information page (if policy allows).

Accessibility, Governance and UK Compliance Checks

Before you consider your 20‑minute tune‑up complete, run through a quick compliance lens. Accuracy and consistency

Does your practice name, address, phone number and website match:
- Your website
- Your NHS profile
- Main directories (NHS, CQC, GDC/GMC registers, etc.)?
- Are service claims accurate and compliant with professional standards?

WCAG-aligned content

Is text plain-English, with:
- Short sentences
- Clear headings
- No text embedded in images that is essential for understanding?
- Do your destination pages support:
  - Keyboard navigation
  - Screen reader use
  - Adequate colour contrast? Privacy and professionalism
Are all images free of identifiable patients, records, or staff without consent?
Do Posts and Q&As avoid individual clinical advice?
Are reviews replied to:
- Without acknowledging someone as a patient
- Without sharing clinical detail
- With signposting to appropriate complaint or feedback routes?

Key Takeaways

A 20‑minute monthly GBP tune‑up can significantly lift patient calls and online bookings for UK GP practices and healthcare providers.
Get your primary category exactly right and use secondary categories to reflect real services.
List specific services and connect them to clear appointment links that take patients directly to the right online task.
Keep holiday and special hours meticulously up to date and support them with clear Posts and website information.
Use Q&A and Products sections to provide accurate, accessible information about key pathways, while staying compliant with professional and NHS standards.
Maintain a simple monthly Posts routine to keep information fresh, highlight campaigns, and support NHS health priorities.

Next Steps: Your 20‑Minute Action Plan for This Month

To put this into practice, set aside one 20‑minute slot this month and work through: Step 1: Categories (3 minutes)

Confirm your primary category is the best fit for your core service.
Add 2–5 accurate secondary categories; remove any that no longer apply.

Step 2: Services & Links (9 minutes)

Add or refine 10–20 core services with short descriptions.
Ensure your main website/booking links go directly to task-based, accessible pages.
Add 3–6 “Products” for key pathways or flagship treatments. Step 3: Hours & Q&A (5 minutes)
Check normal and upcoming holiday hours; add special hours for the next bank holiday.
Seed at least 5–10 Q&As with clear, compliant answers to your most common patient questions.

Step 4: One New Post (3 minutes)

Publish a short, plain-English update:
- Either a service change, health campaign, or access/closure message.
- Include a relevant image and a clear call to action.

Repeat this routine monthly and review more thoroughly every quarter. Over time, you will build a Google Business Profile that not only boosts calls and bookings, but also aligns with NHS priorities, supports accessibility, and strengthens trust with your local community.

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[Google Business Profile](/blog/google-business-profile-for-clinics-a-20minute-tune-up/) for Healthcare Providers: 20‑Minute Tune‑Up That Lifts Calls

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