Cathleen Voss Consulting

If you’re a life coach, energy healer, nutritionist, or any other wellness practitioner, you already know the frustration: you’re amazing at what you do, but getting new clients to find you online feels like shouting into the void—like standing on a deserted Plymouth beach in January, hoping someone will hear you over the wind.

Here’s the thing—most of your potential clients aren’t typing your business name into Google. They’re searching “life coach near me,” “nutritionist in [city],” or “energy healing [neighborhood].” And if your Google Business Profile isn’t optimized, you’re invisible in those searches.

I’ve worked with wellness practitioners for years, and I can tell you this: Google Business Profile (GBP) optimization is the single highest-ROI marketing investment you can make. It’s free, it works fast, and when done right, it fills your calendar with qualified leads.

Let me show you what actually moves the needle.

Why Google Business Profile Matters More Than Your Website

I know this might sound controversial, but for local wellness practitioners, your Google Business Profile is often more important than your website.

Here’s why: when someone searches for a service near them, Google shows a “Local Pack”—those three businesses that appear with a map at the top of search results. If you’re in that pack, you get clicks. If you’re not, you’re buried below the fold competing with directories and national brands.

And here’s the best part: the Local Pack prioritizes GBP optimization over traditional SEO factors like backlinks or domain authority. That means even if you’re a solo practitioner competing against established wellness centers, you can still win with a well-optimized profile.

The Basics (That Most People Skip)

Before we get to the advanced tactics, let’s make sure you have the fundamentals covered. I audit GBP profiles all the time, and you’d be shocked how many wellness practitioners skip these basics:

Complete every single field. Google rewards profiles that are 100% complete. That means business name, address, phone number (NAP), website, business hours, service areas, business description, and attributes. Don’t leave anything blank.

Choose the right primary category. This is critical. Your primary category should be the most specific match for what you do—”Nutritionist,” “Life Coach,” “Reiki Therapist,” not generic categories like “Health Consultant.” You can add secondary categories, but get the primary one right.

Write a compelling business description. You have 750 characters to explain what you do and why someone should choose you. Use natural language, include your services, mention your location and service area, and speak to the problems you solve. Don’t just list credentials—tell people how you help.

Upload high-quality photos. Businesses with photos get 42% more requests for directions and 35% more clicks to their websites. Include photos of you, your office or workspace, clients in action (with permission), and anything that shows your expertise and personality.

What Actually Gets You Into the Local Pack

Here’s where most advice gets fuzzy. Everyone says “optimize your GBP,” but what does that actually mean? Let me break down the specific factors that matter:

1. Reviews (The Most Important Factor)

Reviews are the single biggest ranking factor for local search. Not just the quantity—the quality, recency, and your response rate all matter.

What to do:

• Ask every client for a review after a positive session or outcome
• Make it easy by sending a direct link to your review page
• Respond to every single review (yes, even the good ones) within 48 hours
• Include relevant keywords naturally in your responses

Here’s a template that works: After a successful session, send an email or text: “I loved working with you! If you found our session helpful, would you mind sharing a quick review? Here’s a direct link: [your GBP review link]. It helps other people find the support they need.”

Aim for at least 2-3 new reviews per month. That signals to Google that you’re active and trusted.

2. Posts (The Most Underused Feature)

GBP posts are like mini-blog updates that appear on your profile. Almost no one uses them consistently, which is why they’re such a powerful differentiator.

Post types that work:

• Offer posts: “New Client Special: 20% off your first nutrition consultation”
• Event posts: “Free Meditation Workshop This Saturday”
• Update posts: “Just certified in [new modality]—now accepting clients”
• Product posts: If you sell supplements or wellness products

Post at least once per week. Include a photo, a clear call-to-action, and relevant keywords. These posts expire after seven days, so consistency matters more than perfection.

3. Q&A Section

Most people don’t even know the Q&A section exists, but it’s gold for SEO. You can (and should) seed your own Q&A with common questions your potential clients ask.

Examples:

• “Do you offer virtual sessions?” (Answer: “Yes! I offer both in-person and virtual sessions via Zoom…”)
• “What conditions do you specialize in?” (Answer: “I specialize in gut health, hormone balance, and…”)
• “Do you accept insurance?” (Answer with your policy)

These Q&As show up in search and help answer objections before someone even contacts you.

4. Service Listings

If you offer multiple services (like initial consultations, ongoing coaching packages, group sessions), list each one separately in the Services section. Include descriptions and prices when possible.

This helps you rank for specific service searches like “initial nutrition consultation near me” or “group life coaching [city].”

The Advanced Tactics (That Separate You From Competitors)

Once you’ve nailed the basics, here’s how to really dominate local search:

Use location-specific keywords naturally. In your business description, services, and posts, mention your specific neighborhood, nearby landmarks, or the areas you serve. “Serving clients in [neighborhood], [city], and surrounding areas” helps with hyperlocal searches.

Leverage Google’s attributes. These are the little badges and tags that appear on your profile. For wellness practitioners, relevant ones might include “Online appointments,” “Wheelchair accessible entrance,” “LGBTQ+ friendly,” “Women-led,” etc. Select every attribute that applies.

Track what’s working with Insights. GBP Insights shows you how people find your profile, what actions they take, and which search queries trigger your listing. Check this monthly and double down on what’s working.

Get citations on wellness directories. List your business on Psychology Today, Mindbody, Healthgrades, or industry-specific directories. Make sure your NAP (name, address, phone) is identical everywhere. Inconsistent information confuses Google and hurts your rankings.

Common Mistakes Wellness Practitioners Make

Let me save you some headaches by pointing out what I see people getting wrong:

Keyword stuffing your business name. Don’t name your business “Sarah’s Life Coaching – Best Life Coach in Boston – Wellness Expert.” Google will flag it and possibly suspend your profile. Your business name should be just your actual business name.

Ignoring negative reviews. Respond professionally to every negative review. Acknowledge the concern, offer to resolve it offline, and show potential clients that you care about their experience.

Letting your profile go stale. If you haven’t posted in months, have no new reviews, and haven’t updated your hours, Google assumes you’re not active and ranks you lower. Consistency beats perfection.

Not using the booking button. If you use scheduling software like Calendly, Acuity, or Jane, integrate it with your GBP so people can book directly from your profile. Friction is the enemy of conversions.

How to Measure Success

GBP optimization isn’t a “set it and forget it” strategy. Track these metrics monthly:

• Total views (how many people see your profile)
• Search queries (what people are searching to find you)
• Actions taken (calls, website clicks, direction requests, bookings)
• Review count and average rating

If you’re doing it right, you should see steady growth in all these metrics. And more importantly, you should see more qualified leads booking appointments.

The Bottom Line

Google Business Profile optimization isn’t sexy, but it works. I’ve seen wellness practitioners double their client base in six months just by consistently implementing these strategies.

The best part? Unlike paid ads or building a massive social media following, GBP optimization has compounding returns. Every review, every post, every optimized detail makes you stronger in local search.

And if you’re a solo practitioner or small wellness business, this is one area where you can absolutely compete with—and beat—bigger competitors who aren’t paying attention to the details.

Need help optimizing your Google Business Profile or want a full local SEO audit? Contact me to discuss a strategy that works for your specific wellness practice and budget.