When someone searches “personal injury lawyer near me” or “divorce attorney Irvine,” the map and three business listings at the top often decide who gets the call. That is your Google Business Profile at work. Here is how to set one up properly for a law firm and keep it healthy.
Check that you are eligible
Google expects a business with a real, staffed location where customers can be met during the hours you list. Virtual offices, shared mailbox addresses and addresses you do not actually use put the profile at risk of suspension. If you do not have an office in a city, a profile for that city is generally not the right tool. A dedicated page on your website for that city, supported by reviews from clients there, is a safer way to compete.
Get the basics right
- Name. Use your real firm name, exactly as it appears on your sign, letterhead and website. Do not add keywords or locations.
- Primary category. Pick the category that matches your main practice, such as a personal injury attorney or an immigration attorney, then add secondary categories for other practices.
- Address and phone. Make them identical to your website and your other listings.
- Hours. Keep them current, including holiday hours.
- Website link. Point to the most relevant page, usually your homepage or a location page.
- Services and description. List the practice areas you actually handle and describe your firm in plain language without guarantees or superlatives.
Reviews matter most
Reviews are one of the strongest signals for map results and one of the first things a potential client reads. Make it easy for happy clients to leave one, for example with a short link sent after a matter closes. Do not pay for reviews or offer a reward, and do not write reviews yourself. When you reply, be courteous and keep it general. You cannot reveal client confidences, even when a reviewer has shared details publicly.
Show your firm
Add real photos of your office, the entrance, the parking area and your team. Clear photos of the exterior help clients find you, and they show the location is real.
Keep it consistent across the web
Google compares your name, address and phone number across directories, your website and other sources. Differences, such as an old suite number, create doubt. Claim and correct the major listings so every one matches.
Mistakes that cause trouble
- Keyword stuffing the business name.
- Using a virtual office or someone else’s address.
- Creating duplicate profiles for the same office.
- Offering incentives for reviews.
- Leaving the profile unclaimed or unverified.
How to measure it
Track calls, direction requests and website clicks from the profile, then compare month to month. We report these for our clients so you can see which work is bringing in new inquiries.
Our Google Maps optimization and law firm SEO services handle the profile, the listings and the pages that support it. Also read our California attorney advertising checklist.
Want to see where your firm stands? Request a free visibility audit or see how we help law firms across Orange County.
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