Schema markup generator for therapists and counsellors
Counselling and therapy practices should use MedicalBusiness, the LocalBusiness subtype for health practices. Fill in the form and I’ll build valid JSON-LD you can paste into your site’s head.
MedicalBusiness JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "MedicalBusiness",
"@id": "https://inglewoodcounselling.example/#business",
"name": "Inglewood Counselling Collective",
"description": "A counselling practice in Inglewood offering individual, couples and family therapy with registered social workers and counsellors.",
"url": "https://inglewoodcounselling.example/",
"telephone": "+1-403-555-0142",
"email": "hello@inglewoodcounselling.example",
"image": "https://inglewoodcounselling.example/images/photo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Couples therapy",
"Family counselling",
"Grief and loss",
"Life transitions",
"Stress and burnout"
],
"slogan": "Steady support for whatever you’re carrying.",
"hasMap": "https://maps.example/inglewood-counselling",
"currenciesAccepted": "CAD",
"sameAs": [
"https://www.instagram.com/inglewoodcounsellingcollective",
"https://www.linkedin.com/company/inglewoodcounsellingcollective"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your practice’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for therapists and counsellors
Type: MedicalBusiness. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
description | Write it the way a nervous first-time client would understand it. Plain words about who you help travel well into AI answers. |
knowsAbout | Couples, family and grief work are separate searches. Naming them helps search tools connect your practice to each one. |
priceRange | Many people want a rough sense of session cost before they reach out. A simple range like $ is fine, or leave it out if fees vary a lot. |
hasMap | A walk-in-friendly location matters less here than a discreet, findable one. A map link removes a small source of first-visit anxiety. |
sameAs | Link your Psychology Today or directory profiles so search tools can tie them to the same practice. |
Common mistakes
Using plain LocalBusiness. MedicalBusiness is more specific and tells search tools this is a health practice.
Adding a FAQPage block that copies the same questions on every page. Mark up a FAQ only where the questions are visible on that page.
Listing every counsellor’s phone number in the business schema. Use one main number that reaches intake.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for therapists and counsellors covers the rest.
Schema for therapists and counsellors: questions
I use MedicalBusiness when the work is therapy delivered by regulated practitioners. It signals a health service. ProfessionalService is better for coaching that isn’t clinical.
Yes, on their own bio pages, as Person with jobTitle and knowsAbout. Keep the business schema about the practice itself. Mixing the two confuses which entity is which.
It helps search engines and AI tools understand what you do and where. It doesn’t guarantee anything. Clear visible content and a consistent Google Business Profile matter just as much.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta