Why Google Reviews Aren’t the Best Way to Find a Therapist (and What to Do Instead)

When you’re ready to start therapy, what’s the first thing you do?
Probably Google something like: “therapist near me” or “best trauma counselor in Shalimar or Fort Walton Beach.” And then you get pages and pages of results. Some with glowing five-star ratings, others with none at all. And like most people, you may have assumed: More stars = better care.

But when it comes to therapy, the usual rules of online shopping don’t apply. Therapy isn’t a restaurant or a plumber.

Google isn’t built to help you find the right-for-you therapist. It’s built to help you find the best ranking one.

Google Doesn’t Understand Therapy Is Different

Google ranks therapists the same way it ranks restaurants, nail salons, and hardware stores. The algorithm prioritizes keywords, location, and especially…. reviews.

But here's what most people don't realize: ethically, therapists* can’t, and shouldn’t, ask clients for reviews or testimonials. It creates a power imbalance, even if it’s well-intentioned.

(*In this blog, I am only talking about Mental Health Counselors; I am not addressing Social Workers or Psychologists; however, upon a quick review of their codes, they all look very similar.)

Mental Health Counselors have state-specific codes and ACA codes they follow. These are in addition to any extra certifications or professional boards they are a member of.

This is what the American Counseling Association’s (ACA) code of ethics says regarding testimonials:

ACA Code of Ethics – Section C.3.b. Testimonials (page 9)

“Counselors who use testimonials do not solicit them from current clients, former clients, or any other persons who, because of their particular circumstances, may be vulnerable to undue influence.

Counselors discuss with clients the implications of using testimonials and obtain informed consent from clients prior to using them.

Counselors ensure that any testimonial used is accurate, appropriately worded, and not misleading.”

What This Means Practically

• Therapists cannot ask or solicit reviews or testimonials from current or former clients. Ever.
  This includes direct requests, casual suggestions, or implied expectations, even if the client offers. Ethical guidelines prohibit this to protect privacy, safety, and the integrity of the therapeutic relationship.

• Unsolicited testimonials may only be used in very limited circumstances, and never from current or former clients.
  The only ethical examples might include a colleague who has direct professional knowledge of the therapist’s work (like a clinical consultation partner or supervisor), or someone who attended a public training or workshop and is commenting on that specific experience. These are not client testimonials. They are professional endorsements with a clear and limited context.

• Asking friends, family, or unrelated members of the general public to post a testimonial or Google review is misleading.
  Even if they aren't clients, these individuals typically have no direct experience with the therapist’s clinical work. Their praise is inherently biased due to their personal connection and cannot reflect the reality of the therapeutic relationship. When posted online, especially on platforms like Google, these reviews can mislead prospective clients, many of whom are in a vulnerable state and relying on those reviews as part of a health decision.

• The core concern is avoiding harm, coercion, or the appearance of manipulation, especially when clients are (or have been) in a vulnerable state. These boundaries exist to protect not only clients but also the therapeutic process itself.

Translation: Getting reviews from clients can compromise their privacy and healing process, even if they’re eager to help. Soliciting testimonials from clients, especially those who are vulnerable, can be considered exploitative and unethical.

Even asking a former client can feel coercive when someone’s healing is involved. It can create pressure, blur boundaries, and unintentionally harm the therapeutic relationship.

I work with people processing trauma, perfectionism, anxiety, and complex PTSD, many of whom are neurodivergent or deeply introspective. The last thing I want is for them to feel like they owe me anything.

Google Review vs. Testimonials

Google reviews and testimonials are not the same thing.

• A testimonial is a quote used in marketing (website, brochure, video, etc.), often curated and intentionally displayed.

• A Google review is a public rating posted on a third-party platform. If a therapist asks someone to leave a Google review, whether a client, friend, or family member, it still qualifies as solicited social proof and raises ethical red flags.

What the NBCC Code of Ethics Says (for NCCs)

As a National Certified Counselor (NCC), I also follow the NBCC Code of Ethics, which clearly addresses the use of testimonials:

NBCC Code of Ethics (# 9; 2023):
“Counselors shall not solicit testimonials from current clients or their families and friends. Recognizing the possibility of future requests for services, counselors shall not solicit testimonials from former clients within five (5) years from the date of service termination.”

In other words, asking for a testimonial from a current client or anyone close to them is always unethical. And even when working with a former client, the NBCC requires a five-year waiting period, because the emotional and relational impact of therapy doesn’t end the moment sessions do.

I choose to go a step further and align with the stricter ACA guidelines, which prohibit solicitation from former clients entirely, no matter how much time has passed.

What Therapists Do Instead (and Why It’s Not Always Transparent)

What about the therapists that do have hundreds of 5-star reviews? Good question.

Some therapists try to work around ethical restrictions by:

• Asking friends or family to post Google reviews for the algorithm - This may seem harmless, but it's misleading if the personal connection isn’t disclosed. These individuals typically have no firsthand experience with the therapist’s clinical work, and their praise can falsely imply therapeutic effectiveness. These reviews have an inherent bias because they have an emotional investment in the therapist’s success, not clinical experience.

• Encouraging former clients to leave anonymous testimonials - Even if the client seems willing, this still counts as solicitation, which violates ethical guidelines and risks compromising client safety and confidentiality.

• Posting “sample” testimonials written by the therapist themselves – These may be labeled as “examples,” but without clarification, they can be easily misinterpreted as real client feedback and may blur ethical lines around transparency in marketing.

This isn’t about blaming other therapists. Many are doing their absolute best within a broken system, and some genuinely don’t know the ethical gray areas around reviews. Others are simply trying to reach people in pain in the only way the algorithm understands. I’ve felt that pressure too.

But the issue isn’t individual choices, it’s that Google isn’t designed to help people find the right therapist. It’s designed to surface whoever plays the SEO (search engine optimization, aka Google) game best. That creates an unfair situation for both clients and clinicians.

And while this blog focuses on therapy, it points to a larger truth: Google gatekeeps more than just mental health. But that’s a conversation for another day.

Why I’m Not on Google Reviews

If you’re wondering why there aren’t public reviews of my practice, it’s because I’ve chosen to honor privacy over promotion. I refuse to make my clients perform to validate my work.

I work with people who’ve been through trauma, anxiety, perfectionism, and chronic self-doubt. Many of them are neurodivergent, deeply introspective, or processing complex PTSD. Asking them to turn around and publicly rate our work feels wrong. It’s not just a boundary, it’s a core value.

Choosing a therapist should be about alignment, not algorithms.

The Problem With Searching “Best Therapist Near Me”

If you’re searching for therapy “near me”, you might think the first result is the best. But you could be missing out on the therapist who actually specializes in what you need, like trauma work, perfectionism support, nervous system regulation, or ART & EMDR for complex PTSD.

The quiet, thoughtful therapists doing deep work often get lost in the noise.

It’s how the system is set up. But that’s why I’m writing this, to help you navigate it differently.

Where to Start Instead: 3 Ethical, Helpful Therapy Directories

Even if I’m not the right fit for you, or you’re just exploring your options, I want you to have access to resources that make your search easier, not more confusing.

Here are three therapy directories I recommend often to clients, especially those looking for trauma-informed care, support for perfectionism or complex PTSD, or alignment with nervous system-based therapy:

1. Mental Health Match

Why it’s great:
This site is designed to match you with therapists based on who you are and what you need, not just your ZIP code. It’s one of the only platforms that asks meaningful questions up front (like how you want your therapist to show up) and makes suggestions based on alignment, not algorithms.

• No login required

• Filter by trauma, perfectionism, neurodivergence, ART, and more

• Clean layout, easy to use

• Especially helpful if you don’t know what therapy approach you need yet

Perfect for: Clients who want to feel seen from the start, not just sorted into a checkbox.
🌐 www.mentalhealthmatch.com

2. TherapyDen

Why it’s great:
TherapyDen was created as an ethical, inclusive alternative to big directories. It highlights therapists who value identity-informed care, cultural responsiveness, and nervous system regulation.

• Easy filters by specialty, issue, and approach (including ART, EMDR, somatic work, and complex trauma)

• Innovative filters by worldview, spiritual or religious background, values, and lifestyle-affirming therapists, so you can find someone who truly aligns with you.

• No login required.

Perfect for: People who want therapy that feels intentional, inclusive, and trauma-informed.
🌐 www.therapyden.com

3. Inclusive Therapists

Why it’s great:
Built specifically for clients from marginalized communities, this platform is centered on safety, identity affirmation, and cultural responsiveness. Every therapist is vetted for alignment with inclusive values.

• Designed for neurodivergent, disabled, BIPOC, and LGBTQIA+ clients.

• Filter by therapy approach, issue, or lived experience.

• Includes sliding scale options, alternative healers, and community-based practices.

Perfect for: Clients who want to feel safe, seen, and supported in every part of their identity.
🌐 www.inclusivetherapists.com

A Note on Psychology Today: Helpful, But Far from Perfect

Many people start their therapist search on Psychology Today, and I get it. It’s one of the most well-known directories, and I have a profile there myself because, frankly, most therapists have to. It’s one of the only ways to show up in local searches without relying on paid ads or unethical review tactics.

That said, Psychology Today has serious limitations. The platform encourages therapists to list a wide range of specialties and approaches, which can make it hard for clients to tell who actually specializes in the issues they’re dealing with. The result is an overwhelming scroll of generic profiles where everyone looks the same, when in reality, we’re not.

So while it’s a starting point, it’s not a shortcut to finding the right fit. If you do use it, look closely at how the therapist talks about their work, not just the checkbox list. And don’t be afraid to ask questions in a consultation to get beyond the polished bio.

Final Thoughts: Choose the Therapist, Not the Algorithm

The system is flawed.

Therapy isn’t about who ranks first. It’s about who can hold space for you when everything feels too heavy. Someone who can sit with your story without needing to fix it. Someone who knows trauma, perfectionism, and the nervous system inside and out, and doesn’t make you feel like a burden for repeating yourself.

That may be me. It may not be. Either way, you deserve a guide, not a Google result.

Looking for Therapy Without the Gimmicks?

I offer trauma-informed therapy for anxiety, perfectionism, and complex PTSD in Fort Walton Beach and Shalimar, FL. I specialize in Accelerated Resolution Therapy (ART) and work with high-achieving, emotionally intelligent adults who are tired of surface-level support and want real, lasting change. If you're looking for trauma therapy, anxiety counseling, or perfectionism support in Shalimar or Fort Walton Beach, FL, I'm here for the real work, not the marketing game.

I don’t rely on reviews to prove my worth. I rely on outcomes. If you're ready to move from stuck to steady, let’s talk.

 👉 Schedule your free 15-minute consultation and let’s talk about what’s possible.

About the Author

Stephanie A. Butler, LMHC-S, NCC, MCAP, is a licensed trauma therapist based in Shalimar, FL and owns Clarity Counseling & Wellness. With over 20 years of experience, she specializes in treating complex PTSD, perfectionism, and anxiety using advanced modalities like ART and nervous system-informed therapy. She is known for her direct, compassionate style and her ability to help clients who feel like they’ve “tried everything” finally find relief. Learn more here. Set up a free consult here.