Therapists on Google: the 2026 benchmark report
Review counts, ratings, website presence, hours and profile completeness for 171,610 therapy practices, computed from public Google Business Profile listings in 51 states.
Reviews
| Review count | Value |
|---|---|
| Median | 6 |
| Average (mean) | 44.6 |
| 25th percentile | 1 |
| 75th percentile | 32 |
| 90th percentile | 112 |
Share of therapists by review count:
| Bucket | Share of listings |
|---|---|
| 0 reviews | 20.4% |
| Under 10 | 56.2% |
| Under 25 | 71.3% |
| 100 or more | 11.2% |
| 500 or more | 1.2% |
Ratings
| Metric | Value |
|---|---|
| Average rating | 4.59 |
| Rated 5.0 | 49.6% |
| Rated 4.5 or higher | 75.9% |
| Rated under 4.0 | 13.3% |
| No rating yet | 18.5% |
Websites
| Website status | Share |
|---|---|
| Website listed | 83% |
| No website listed | 17% |
| Own domain | 81.8% |
| Social profile only | 0.5% |
| Free or DIY builder | 0.8% |
Median review count for therapists with a website: 9. Without one: 1.
Profile completeness and hours
| Profile field | Share |
|---|---|
| Has a profile photo | 96.8% |
| Public email on profile | 28.7% |
| Open 24 hours | 2.8% |
| Open Saturday | 28.4% |
| Open Sunday | 14.5% |
| No hours listed | 22.7% |
Where the listings are
| State | Listings |
|---|---|
| CA | 9,578 |
| TX | 8,663 |
| FL | 8,338 |
| OH | 7,181 |
| NY | 6,883 |
| IL | 6,813 |
| NJ | 6,662 |
| MA | 6,479 |
| WA | 6,307 |
| MI | 5,731 |
| GA | 5,694 |
| PA | 5,533 |
Primary categories
| Google category | Listings |
|---|---|
| Counselor | 20,418 |
| Mental health service | 19,777 |
| Massage therapist | 17,320 |
| Psychotherapist | 13,017 |
| Physical therapy clinic | 11,990 |
| Physical therapist | 11,343 |
| Psychologist | 9,858 |
| Mental health clinic | 9,609 |
Read the median before anything else
Half of every therapy practice on Google has 6 reviews or fewer. That one number reframes the whole problem. In most local service categories a practice with a dozen reviews is invisible. Here, a practice with a dozen reviews is already in the upper half of the field, and a practice with 32 is in the top quarter. The bar is low because the ethics codes make review collection genuinely difficult for clinicians, and most of your competitors simply never solved it.
The distribution is steep at both ends. 20.4% of listings have no reviews at all and 56.2% have fewer than ten. At the other end, 11.2% have passed 100 and 1.2% have passed 500, and those are almost entirely group practices, clinics and rehabilitation centers with a front desk and a systematic ask. The mean of 44.6 is dragged upward by that tail. Use the percentiles, not the mean.
Ratings are not the battleground
The average rating is 4.6 stars and 75.9% of listings sit at 4.5 or higher. Nearly half, 49.6%, show a perfect 5.0, which mostly reflects small review counts rather than exceptional care. A 5.0 with three reviews signals nothing to a prospective client and very little to Google. Where rating does matter is the floor: 13.3% are below 4.0, and below 4.0 a caller usually moves on without reading the reason. A separate 18.5% carry no rating at all, which is a blank space in the search result where your competitors have stars.
The website gap
17% of listings link no website. Listings with a website carry a median of 9 reviews; listings without one carry 1. We are not claiming the site causes the reviews. Practices that take the business side seriously tend to do both. But the gap is wide enough to be useful in two directions. If a competitor in your city has no site, they are not going to outrank you. If the practice with no site is yours, that is the single largest correctable gap on this page, and it matters more now than it did two years ago because the AI answer engines read plain text on a real site before they read anything else.
Hours, photos and the fields nobody fills in
22.7% of practices list no hours. Google renders a listing with no hours as a listing that may not be open, and a person looking for a therapist at 9 p.m. on a Tuesday is deciding who to call in the morning. Weekend availability is rarer still: 28.4% show Saturday hours and 14.5% show Sunday. If you hold even two Saturday slots, publishing them puts you in a small field. Photos are the opposite case. 96.8% of listings have at least one photo, so a listing with none is instantly in the bottom few percent, and an office photo is a twenty-minute fix. Only 28.7% publish an email address, which matters because a meaningful share of prospective clients will not make a first phone call at all.
What to do with this
- Pull up your own listing and write down four numbers: review count, rating, whether a website is linked, and whether hours are published. That is your baseline.
- Place yourself against the percentiles. Below 6 is the bottom half. Below 32 is the bottom three quarters. The 90th percentile is 112, which for a solo practice is not the target and does not need to be.
- If you are in the 17% with no site, fix that first. A five-page site that names your specialties, fees, insurance and next availability outperforms a redesign of a site that already exists.
- Finish the profile this week: primary and secondary categories, services, a full hours block including any weekend slot, three photos, and answers to the questions in the Q and A section. Use the Google Business Profile guide.
- Decide your review position deliberately, with your board's language open in front of you, and write it down. Whether the answer is "we never ask" or "we ask former clients at termination where permitted", having a policy beats drifting. The reviews guide covers both paths.
- Only then spend on ads. Traffic sent to a listing with no hours, no site and no rating pays to educate the practice listed under you. Run the calculator first to see whether the leak is intake rather than demand.
Method
This report aggregates 171,610 public Google Business Profile listings collected from Google Maps searches for therapists across every US state, deduplicated by place. Review counts and ratings are as displayed on the listing at collection time. "Website listed" means the profile links to any URL; we classify the URL as an owned domain, a social profile, or a free site builder by hostname. Figures are refreshed monthly. Cite this page as: Full Caseload Therapist, "Therapists on Google benchmark report", 2026.