Health & wellness
Checklist · 4 min read · August 2026
The 12-point profile checklist for practices
Categories, services, booking links, and the fields most practices leave empty.
FF
The FirstFind team
For a new patient, the first trust signal isn't your waiting room - it's your Google profile. These are the twelve fields we check first on every practice we audit, in the order they tend to be wrong.
Identity and accuracy
- ✓Practice name matches your signage - no keywords stuffed in
- ✓Primary category is your specialty, not a generic 'doctor' or 'clinic'
- ✓Address, phone, and hours are exact, including lunch closures
- ✓Booking link goes straight to your scheduling page, not your homepage
What patients compare
- ✓Photos of the practice, the team, and the rooms - not stock images
- ✓Services listed individually, in the words patients use
- ✓Reviews answered - all of them, within a few days
- ✓Q&A seeded with the questions your front desk answers by phone every week
The ones almost everyone misses
- ✓Insurance and payment details in the description
- ✓Accessibility attributes filled in
- ✓Holiday hours set before every long weekend
- ✓A post in the last 30 days - anything older reads as closed
The bottom line
None of these twelve take a specialist. All twelve together, kept current every month, is the difference between being found and being invisible - and that part is a job.