The Complete Guide to Google Business Profile for Assisted Living Facilities

If there’s one single thing you can do today to improve your assisted living facility’s online visibility, it’s claiming and optimizing your Google Business Profile. It’s free, it takes about an hour to set up properly, and it directly impacts whether families find you when they search for assisted living in your area.

When someone searches “assisted living near me” or “assisted living in [your city],” Google shows a map with three featured businesses right at the top of the results, above even the regular website listings. This is called the Local Pack, and it’s where the majority of clicks go. Your Google Business Profile is what determines whether you show up in that Local Pack or get buried on page two where nobody looks.

I’m going to walk you through the entire process — from initial setup to ongoing optimization — with specific advice for assisted living facilities. No fluff, just practical steps you can take this week.

Step 1: Claim Your Profile (or Create One)

First, check if your facility already has a Google Business Profile. Google often creates basic listings automatically from public records, so there may already be one out there with incorrect information.

Go to google.com/business and sign in with a Google account. Search for your facility’s name and address. If a listing already exists, you’ll see the option to claim it. If nothing shows up, you’ll create a new one.

To claim an existing listing:

Click on your facility when it appears in the search
Select “Claim this business” or “Own this business?”
Google will verify that you’re actually associated with the business, usually by mailing a postcard with a verification code to your facility’s address
The postcard typically arrives within 5 to 14 days
Once you receive it, enter the code to verify your listing

To create a new listing:

Click “Add your business to Google”
Enter your facility’s name exactly as it appears on your signage and other marketing materials (consistency matters)
Follow the prompts to add your address, phone number, and basic information
Complete the verification process

Important note: use your facility’s actual street address, not a P.O. box. Google requires a physical location for businesses that serve customers at their location.

Step 2: Choose the Right Categories

Categories tell Google what your business is, and they directly affect which searches you appear for. This is one of the most important optimization decisions you’ll make.

Your primary category should be: “Assisted living facility”

This is non-negotiable. Your primary category carries the most weight in Google’s algorithm, and “Assisted living facility” is the exact category that matches what families are searching for.

Additional categories to consider adding (pick only the ones that genuinely apply to your facility):

“Memory care facility” (if you offer dedicated memory care)
“Retirement home”
“Senior citizen center”
“Nursing home” (only if you provide skilled nursing — don’t add this if you don’t)
“Home health care service” (if you offer outreach services)
“Elderly care service”

Don’t add categories that don’t accurately describe your services. Google penalizes listings that appear to be gaming the system with irrelevant categories, and it confuses families who are looking for something specific.

You can have one primary category and up to nine additional categories. But more isn’t always better. Stick with categories that genuinely describe what you offer.

Step 3: Complete Every Section of Your Profile

Google rewards completeness. A profile that’s 100% filled out will outrank a sparse profile every time, all else being equal. Here’s what to fill in and how to do it well.

Business name: Use your real business name. Don’t stuff keywords into it like “Sunrise Assisted Living - Best Memory Care in Dallas TX.” Google explicitly prohibits this, and it can get your listing suspended. Just use your actual name: “Sunrise Assisted Living.”

Address: Your full street address. Make sure it matches exactly what’s on your website, your state licensing, and any other online listings. Consistency across the web is a ranking factor.

Phone number: Use your main local phone number, not a toll-free number. Local numbers perform better for local search. If you use a call tracking number, make sure your actual local number appears on your website as well.

Website: Link directly to your website’s homepage. If you don’t have a website yet, getting one should be your next priority after setting up your Google Business Profile.

Hours: List your office hours accurately. For assisted living facilities, this is typically the hours when your administrative office is staffed and available for inquiries and tours, not the hours of care (which are 24/7). You might list something like Monday through Friday, 8:00 AM to 5:00 PM, and Saturday by appointment.

Business description: You get 750 characters. Use them wisely. Write a natural, informative description that includes relevant terms families might search for, without keyword stuffing. Here’s an example:

“Sunrise Assisted Living provides personalized assisted living and memory care services in the heart of Springfield, Missouri. Our family-owned community offers 24/7 care, home-cooked meals, engaging daily activities, and a warm, homelike environment for seniors. We specialize in helping residents maintain their independence while receiving the support they need with daily activities, medication management, and personal care. Schedule a tour to see why families trust us with the care of their loved ones.”

Notice how that naturally includes terms like “assisted living,” “memory care,” “Springfield, Missouri,” and key services — without reading like a keyword list.

Services: Google lets you list specific services. Add everything you offer:

Assisted living care
Memory care (if applicable)
Respite care / short-term stays
Medication management
24-hour supervision
Meal preparation
Housekeeping and laundry
Transportation services
Physical therapy (if offered)
Activity programs
Personal care assistance

Attributes: Google offers various attributes you can toggle on. Check everything that applies, including accessibility features, amenities, and health and safety measures.

Step 4: Add Photos That Actually Matter

Photos are one of the strongest factors in getting families to click on your listing and contact you. Google reports that businesses with photos receive 42% more requests for driving directions and 35% more clicks to their websites. For assisted living facilities, where families are trying to envision their loved one living in your community, photos carry even more weight.

Photos to add (aim for at least 20 to 30 total):

Exterior photos (3 to 5): Your building from the front, the entrance, any outdoor spaces like gardens or patios, and the parking area. Families want to see that your facility is well-maintained from the outside.

Common areas (5 to 8): The dining room during a meal (with resident permission), the living room or lounge, activity spaces, the lobby or reception area, any chapel or meditation space, the library, and any other shared spaces. Show these rooms in use when possible, not empty.

Resident rooms (3 to 5): A clean, well-decorated model room or apartment. Show different room configurations if you offer them. Include photos that demonstrate natural light, adequate space, and homey touches.

Activities and events (5 to 10): This is where you really shine. Photos of residents engaged in activities — art classes, music therapy, exercise groups, holiday celebrations, birthday parties, gardening, outings. These photos tell families that your residents are active, engaged, and happy. Always get proper consent before photographing residents.

Staff photos (3 to 5): Your caregiving team, your administrative staff, your activities director. Smiling, genuine photos of real staff members build trust and show families the people who will be caring for their loved one.

Meals (2 to 3): Well-presented meals in the dining room. Food quality is a top concern for potential residents. Show that you’re serving real, appetizing meals.

Photo quality tips:

Use natural light whenever possible
Take photos during the day when spaces are brightest
Make sure spaces are clean and uncluttered before photographing
Horizontal (landscape) orientation works best for Google
Photos should be at least 720 pixels wide
No heavy filters or over-editing — families want to see reality
Update your photos seasonally so the listing stays fresh

Step 5: Get Reviews (and Respond to Every Single One)

Reviews are the single most influential factor in a family’s decision to contact you versus your competitor. A BrightLocal survey found that 87% of consumers read online reviews for local businesses, and the assisted living decision is one where reviews carry enormous weight because of the trust involved.

How to ethically ask for reviews:

The key word is “ethically.” You should never offer incentives for reviews, never write fake reviews, and never pressure anyone. Here’s what works:

Ask at the right moment. The best time to ask for a review is when a family member has just expressed genuine satisfaction — after a positive care conference, after a great event their parent enjoyed, after you went above and beyond to help with something. When someone says “Thank you so much for taking such great care of Mom,” that’s your moment to say “That means so much to us. If you have a minute, we’d love for you to share that on our Google page so other families can feel confident choosing us too.”

Make it easy. Create a direct link to your Google review page and share it via email, text, or a printed card. You can generate this link from your Google Business Profile dashboard under “Ask for reviews.” Some facilities print small cards with a QR code that links directly to the review page and hand them out after positive interactions.

Ask family members, not residents. In most cases, the people writing reviews will be adult children and family members rather than residents themselves. Focus your review requests on family members who are actively involved and have expressed satisfaction.

Don’t be afraid to ask. Many facility owners feel awkward asking for reviews. Get over it. Happy families genuinely want to help you, and they understand that reviews help other families make good decisions. Most people just need to be asked — they won’t think to do it on their own.

Aim for consistency. Five reviews in one week followed by nothing for six months looks unnatural. Aim for a steady trickle — two to four reviews per month is a great pace for most facilities.

How to respond to reviews:

Respond to every review, positive and negative. This shows families that you’re engaged and that you care about feedback.

For positive reviews: Thank the reviewer by name, mention something specific from their review, and reinforce your commitment to care. Keep it warm and personal, not corporate. Example: “Thank you so much, Sarah. We’re so glad your mother is enjoying the gardening club — she has quite the green thumb! Our team loves having her here.”

For negative reviews: This is where it gets tricky, especially in healthcare. Here’s the approach that works:

Respond promptly (within 24 to 48 hours)
Thank them for the feedback
Express genuine concern
Avoid being defensive or dismissive
Don’t discuss specific care details publicly (HIPAA considerations)
Invite them to continue the conversation offline: “We take this very seriously and would like to discuss this with you directly. Please call me at [your number] so we can address your concerns.”
Actually follow through on that conversation

A thoughtful response to a negative review can actually build trust with potential families who read it. It shows that you take concerns seriously and handle them professionally.

Step 6: Use Google Posts to Stay Active

Google Posts are short updates that appear on your Business Profile. Think of them like social media posts, but they show up right in Google search results when someone looks up your facility. Most assisted living facilities ignore this feature entirely, which means using it gives you an immediate advantage.

Types of posts to publish:

Event posts: Announce upcoming events at your facility — holiday celebrations, family picnic days, entertainment nights, health fairs, open house events. Include the date, time, and a photo.

Update posts: Share news, seasonal greetings, staff announcements, or community achievements. “We’re proud to welcome three new certified caregivers to our team this month” is a great example.

Offer posts: If you run move-in specials or respite care promotions, share them here.

Post frequency: Aim for one to two posts per week. Posts expire after seven days (event posts expire after the event date), so consistent posting keeps your profile fresh and active. Google’s algorithm favors active listings.

Post tips:

Always include a photo (posts with images get significantly more engagement)
Keep text concise — 150 to 300 words
Include a call to action when appropriate (“Call to schedule a tour,” “Learn more on our website”)
Use natural, warm language that matches your facility’s voice

Step 7: Seed Your Q&A Section

Your Google Business Profile has a Q&A section where anyone can ask questions and anyone can answer them. This is both an opportunity and a risk. If you don’t manage it, random people can post questions and answers that may not be accurate.

Here’s the strategy: Proactively seed your Q&A section with the questions families ask most frequently, and answer them yourself. This accomplishes two things — it provides helpful information to families researching your facility, and it fills the Q&A section with accurate, well-crafted responses before anyone else can post misleading answers.

Questions to seed:

“What levels of care do you offer?”
“Do you accept Medicaid or veterans’ benefits?”
“What is your staff-to-resident ratio?”
“Do you offer memory care?”
“What is the cost of assisted living at your facility?”
“Can I schedule a tour?”
“Do you allow pets?”
“What activities do you offer for residents?”
“Do you offer short-term or respite stays?”
“What’s included in the monthly rate?”

To do this, go to your facility’s Google listing in a regular Google search (not through the Business Profile dashboard), scroll to the Q&A section, and post a question using one Google account, then answer it using your business account. This is completely within Google’s guidelines — businesses are encouraged to answer common questions proactively.

Step 8: Track Your Results

Your Google Business Profile dashboard provides valuable data about how families are finding and interacting with your listing. Check these metrics monthly to understand what’s working and what needs improvement.

Key metrics to track:

Search queries: Shows you the actual terms people used to find your listing. This tells you what families in your area are searching for and can inform your website content strategy.

Profile views: How many times your listing was viewed. Track the trend over time — it should be increasing as you optimize.

Direction requests: How many people clicked to get driving directions to your facility. This indicates strong intent — these are people seriously considering a visit.

Phone calls: How many calls came directly from your Google listing. This is one of your most important metrics because phone calls from Google are high-quality leads.

Website clicks: How many people clicked through to your website from your listing. This shows the connection between your Google Business Profile and your website working together.

Photo views: How many times your photos were viewed. Compare this to competitors in your area to see if you need more or better photos.

Review a few things each month:

Are your search queries aligned with the services you offer?
Are phone calls and direction requests trending upward?
Do you have new reviews that need responses?
Are your posts being published consistently?
Are your photos current and reflecting the season?

Common Mistakes to Avoid

Using a virtual office or P.O. box address. Google requires a physical location where customers can visit. Using a fake address will get your listing suspended.

Keyword stuffing your business name. “Springfield’s Best Assisted Living and Memory Care Facility” is not your legal business name. Use your real name or risk suspension.

Ignoring negative reviews. An unanswered negative review festers. A thoughtful response shows that you care and handle concerns professionally.

Inconsistent information across the web. If your phone number or address is different on your website, Facebook page, and Google listing, it confuses Google and hurts your ranking. Audit all your online listings for consistency.

Neglecting photos after initial setup. Your facility changes with the seasons, you host new events, and you welcome new staff. Keep your photos fresh. Set a calendar reminder to add new photos at least once a month.

Never posting updates. A Google Business Profile that hasn’t been updated in months looks abandoned. Consistent posts signal to Google (and to families) that you’re active and engaged.

The Bottom Line

Your Google Business Profile is often the very first thing a family sees when they search for assisted living options in your area. It’s your digital storefront, and it takes about an hour to set up properly and about 15 minutes per week to maintain with posts, review responses, and photo updates.

That’s a remarkably small investment of time for what it delivers: free visibility in the exact moment when local families are searching for exactly what you offer. Unlike paid advertising, the results compound over time. Unlike directory listings, you don’t pay per lead. And unlike social media, you’re reaching people with high purchase intent — they’re actively searching for assisted living, not casually scrolling through a feed.

If you haven’t claimed and optimized your Google Business Profile yet, do it this week. It’s free, it’s effective, and it’s one of the highest-return marketing activities available to assisted living facility owners. And if you need a website to link to from your profile, that’s something we can help with — but even before you have a website, get your Google Business Profile set up and start collecting reviews. Every day you wait is a day that families in your area are finding your competitors instead of you.