1. HIPAA & “marketing” 
   If any use or disclosure of PHI (protected health information) is involved, HIPAA generally requires patient authorization unless very narrow exceptions apply. Know what the law defines as “marketing” and where treatment/operations communications are excluded. If you’re unsure, assume authorization is required and keep PHI out of ad platforms and analytics by default. HHS.gov+1 

2. Ad platform healthcare policies 
   Google (and others) restrict healthcare ads—certain claims, targeting, and landing-page experiences can trigger disapprovals. Understanding (and pre-screening against) these rules prevents wasted spend and random account issues. Sachs Marketing Group+3Google Help+3Accelerated Digital Media+3 

3. Google Business Profile (GBP) ground rules 
   Therapists can and should use GBP for local discovery. Follow Google’s representation guidelines (accurate address/service area, eligibility, naming, etc.). Virtual-only practices face extra verification nuances—plan for them. Google Help+1 

• Define who you help (e.g., high-functioning anxiety in tech professionals, perinatal mood disorders, couples navigating infidelity). 

• Translate modalities into outcomes: instead of listing “CBT/EMDR,” explain what changes clients can expect (sleep, boundaries, panic reduction). 

• Craft a one-sentence promise: “Evidence-based therapy to reduce panic attacks and restore confident commuting in 6–12 sessions.” 

• Information architecture: Home, About (therapist bios with approach), Services (conditions & populations), Fees/Insurance, FAQs, Resources, Blog, Contact. 

• Conversion UX: Prominent “Book a Free Consult” (or “Request a Call Back”) on every page, friction-free forms, phone and secure email visible in header/footer. 

• Ethical clarity: Scope, limits, emergency disclaimers, crisis resources, confidentiality overview, and no PHI fields in forms by default. 

• Technical SEO: 

• Fast hosting, SSL, image compression, Core Web Vitals. 

• Local SEO: embed NAP (Name-Address-Phone) in schema, create city/service pages. 

• Content clusters: publish guides around problems (e.g., “How to sleep after trauma,” “What a first panic-focused CBT session is like”). 

• Analytics without PHI: Avoid sending sensitive identifiers into ad pixels; keep remarketing conservative. (HIPAA marketing rules and recent guidance debates make caution wise.) HHS.gov+1 

1. Google Business Profile (GBP) 

• Choose the right primary category (e.g., “Psychotherapist,” “Mental health service”), add services, hours (even if “by appointment”), and structured FAQs. 

• Publish weekly updates: coping tips, workshop announcements, or “What to expect in session.” 

• Encourage ethically obtained reviews (never incentivize; never reveal PHI in replies). 

• If hybrid/virtual, document in-person availability for verification and comply with address rules. Google Help+2The Passive Practice (Copy)+2 

2. Directories 

• Complete profiles (professional headshot, specializations, fees, insurance). 

• Use plain-language outcomes and “how I work” sections; link back to your site. SimplePractice 

• Formats: 1,200–1,800-word articles, 60–90-second explainer videos, checklists (downloadable PDFs), and anonymous composites for case examples (never real client details). 

• Keyword themes (examples): “anxiety therapist near me,” “CBT for panic attacks,” “EMDR for trauma,” “couples therapy after betrayal,” “teen depression therapist Tampa,” “teletherapy Florida,” “grief counseling after sudden loss.” 

• Editorial cadence: Publish 2–4 posts/month; internally link related posts; refresh older articles quarterly with new research and FAQs. 

• E-E-A-T signals: Licensure, years of practice, supervision/CEs, media mentions, and a clear privacy policy. 

• Maintain strict separation of personal and professional accounts; never invite clients to follow you; never acknowledge client relationships. 

• Use educational rather than therapeutic content: “3 grounding exercises for public transit anxiety,” “When worry becomes GAD,” “What a first couples session covers.” 

• Comment policy, DM boundaries, and crisis disclaimers pinned. 

• Cross-post efficiently (short tips on Reels/Shorts/TikTok; carousels on Instagram/LinkedIn). PositivePsychology highlights the importance of a social policy—make yours visible. PositivePsychology.com 

• Avoid PHI and overly granular targeting tied to health conditions. 

• Keep copy informative and non-diagnostic; point to a compliant landing page (not a form that requests PHI). 

• Abide by healthcare ad policies (claims, targeting, and restricted content). Google Help+2Accelerated Digital Media+2 

• Confirm HIPAA boundaries for marketing; revise forms/policies; configure privacy-conscious analytics. HHS.gov+1 

• Launch/verify GBP; upload services, photos, and FAQs. Google Help 

• Refresh directory profiles with niche positioning. SimplePractice 

• Publish 4 SEO posts addressing common client intents (symptoms, what-to-expect, first-session guide, fees/insurance clarity). 

• Create one 60–90s explainer video/week; embed on site and GBP posts. 

• Spin up a Meta awareness campaign and a Google Performance Max for branded + near-me discovery, both directed to an educational landing page (no PHI forms). Follow healthcare ad rules meticulously. Google Help+1 

• Add 3–5 ethically obtained reviews; publish an outcomes-focused case vignette (composite). 

• Build a referral sheet for physicians/school counselors with your specializations and intake steps. 

❌ Using testimonials that reveal client identity or PHI. 

❌ Promising cures or guaranteed timelines. 

❌ Storing PHI in ad platforms, pixels, or non-BAA tools. HHS.gov 

❌ Running ads with restricted claims or non-compliant landing pages. Google Help 

❌ Mixing personal and professional social accounts or engaging clients publicly. PositivePsychology.com 

✅ Clear niche + plain-language outcomes. 

✅ Fast, accessible website with local SEO and strong calls-to-action. 

✅ GBP optimized and posting weekly. Google Help 

✅ Consistent educational content (blogs, short videos, checklists).✅ Awareness-only ads that respect privacy and platform rules. Accelerated Digital Media