Your Google Business Profile is often the first thing a new patient sees, well before your website. Posts are the one part of that profile you can update as often as you like, and most GP clinics barely use them.
That’s a missed opportunity. A handful of useful posts each month keeps your profile looking active, answers the questions patients have and gives them one more reason to choose you. Here’s what to post, how often, and what to avoid.
Why posts are worth the effort
Posts appear on your profile in Google Search and Maps, right where people are deciding which clinic to call. They let you share timely information without anyone needing to visit your website. They’re not a magic ranking lever, but an active, complete profile is a better profile, for Google and for patients.
Ten post ideas for GP clinics
- New doctors joining the practice. A short introduction with a real photo, their areas of interest and the days they consult.
- Changes to opening hours. Extended hours, Saturday sessions or new early appointments.
- Holiday hours. When you’re closed, when you reopen and where to go for after-hours care.
- Telehealth availability. Who it suits and how to book.
- New services. A women’s health clinic, skin checks or a nurse-led clinic, described accurately.
- Billing information. Clear, accurate details about how you bill and who it applies to.
- Health awareness dates. A short, factual post linking to a helpful article on your website.
- Practice news. Renovations, new parking, accessibility improvements or a new booking system.
- How to prepare for an appointment. What to bring to a first visit, or how long appointments run.
- Community involvement. Local events, sponsorships or fundraising your team is part of.
What to avoid
Your Google Business Profile is advertising, so the AHPRA guidelines apply to every post. Steer clear of:
- Patient stories or reviews. Even a glowing comment shared with permission is a testimonial if it touches on clinical care.
- Outcome promises. Words like ‘guaranteed’, ‘pain-free’ or ‘the best’ create unreasonable expectations.
- Urgency on clinical services. ‘Book now before spots run out’ can encourage unnecessary use of health services.
- Offers without terms. If you mention any discount or free service, the full conditions need to be clear.
- Prescription medicines. Vaccines and other prescription medicines are tightly restricted in advertising. Check the current TGA guidance before promoting a vaccination clinic, and keep any post to factual availability information.
Getting billing posts right
Billing is one of the things patients care about most, and one of the easiest places to get into trouble. If you bulk bill some patients but not others, say exactly who it applies to. ‘Bulk billing available’ on its own can mislead someone who turns up expecting not to pay. Accurate, specific billing information builds trust and saves your reception team a lot of awkward conversations.
How often to post
Once a week is a good rhythm for most clinics, and even every fortnight is far better than nothing. Consistency matters more than volume. It helps to plan a month at a time, mixing practical updates with practice news and the occasional educational post.
Make each post count
- Use a real photo of your team or practice, not stock imagery.
- Keep it short. Two or three sentences is plenty.
- Add a clear button, such as ‘Book’ or ‘Learn more’, linking to the right page.
- Write for patients, not for Google. Plain language wins.
Posts are only part of the picture
Posts work best on a profile that’s already complete and accurate: the right categories, current hours, real photos, a steady flow of reviews and details that match your website. If those foundations aren’t in place, start there.
Not sure how your profile compares with the clinics around you? Our free practice growth audit includes a local visibility snapshot. You can also read more about how we help general practices grow.