For most law firms, Google Business Profile (GBP) is the single most important local SEO asset. It’s what determines whether you appear in the “map pack”—those three business listings that appear at the top of local searches. Here’s everything you need to know to optimize it.

Why Google Business Profile Matters for Law Firms

When someone searches “personal injury lawyer near me” or “divorce attorney [city],” Google typically shows three results in the map pack before any organic listings. These map pack results get the lion’s share of clicks.

Studies consistently show that the map pack receives 40-60% of clicks for local intent searches. If your firm isn’t appearing there, you’re missing most potential clients who search for your services.

Setting Up Your Google Business Profile

Claiming and Verifying

If you haven’t already, claim your Google Business Profile at business.google.com. Verification typically requires:

Receiving a postcard at your physical address
Phone verification (sometimes available)
Video verification (increasingly common)

Pro tip: Use your primary office address. Google requires a physical location where you meet clients—P.O. boxes don’t qualify.

Choosing the Right Categories

Your primary category is the most important ranking factor you control. For law firms, common categories include:

Personal injury attorney
Divorce lawyer
Criminal defense attorney
Estate planning attorney
Immigration attorney
Law firm (as secondary)

Choose the most specific category that applies. “Personal injury attorney” will outrank “Law firm” for personal injury searches.

You can add up to 10 categories, but your primary category matters most. Add secondary categories for other practice areas, but don’t dilute with irrelevant options.

Optimization Essentials

Business Name

Your GBP name should be your actual business name—nothing more, nothing less. Adding keywords (“Smith Law Firm | Personal Injury Lawyer”) violates Google’s guidelines and risks suspension.

Some competitors do this. Don’t follow them. Google is increasingly strict about enforcement.

Address and Service Areas

List your physical office address. If you serve clients across a region, you can also define service areas (cities, counties, or zip codes you serve).

Important: Don’t create fake listings for cities where you don’t have offices. This violates guidelines and can result in all your listings being suspended.

Phone Number

Use a local phone number (not toll-free) as your primary number. Local numbers signal to Google that you’re actually located in that area.

Ensure this number is consistent across all online directories—inconsistencies confuse Google and hurt rankings.

Website URL

Link to your homepage or, better, a location-specific landing page if you have multiple offices. Ensure the page you link to includes your NAP (Name, Address, Phone) prominently.

Hours of Operation

List accurate hours. If you take calls 24/7 for emergencies, note that. If you’re only available by appointment, use those settings.

Inconsistent hours (especially showing “closed” when you’re actually available) frustrates potential clients and can hurt your local ranking.

Content Optimization

Business Description

You have 750 characters to describe your firm. Use them wisely:

Lead with your primary practice areas
Mention your service area naturally
Highlight differentiators (experience, results, approach)
Include a clear call to action

Example: “Smith Law Firm has represented personal injury victims in Dallas for over 25 years. Our attorneys have recovered more than $100 million for clients injured in car accidents, truck accidents, and workplace incidents. We work on contingency—you pay nothing unless we win. Call today for a free consultation.”

Services

List all your practice areas as services. Be specific:

Car Accident Attorney
Truck Accident Lawyer
Wrongful Death Claims
Slip and Fall Injuries

This helps you appear in more specific searches.

Products

Some firms use the “Products” feature to highlight specific services with images and descriptions. This can make your listing more visually appealing and informative.

Photos and Visual Content

Listings with photos receive 35% more clicks than those without. Include:

Essential Photos

Exterior: Your office building/entrance
Interior: Reception area, conference room
Team: Professional headshots of attorneys
Logo: Your firm’s logo

Additional Visuals

Office environment
Community involvement
Awards and recognition
Client meeting rooms

Quality matters: Professional photography makes a significant difference. Avoid blurry, poorly lit images.

Reviews: The Critical Factor

Why Reviews Dominate Local SEO

Reviews are arguably the most important factor in local SEO for lawyers. They influence:

Ranking: More positive reviews generally correlates with higher map pack positions
Click-through rate: Firms with more/better reviews get more clicks
Conversion: Reviews build trust that leads to consultations

Generating Reviews Systematically

The firms that dominate local search have systems for generating reviews consistently. Consider:

Ask at the right moment: After a successful outcome or positive interaction
Make it easy: Provide a direct link to your Google review page
Follow up: Gentle reminders to clients who agreed but haven’t reviewed yet
Train your team: Everyone should understand the importance of reviews

Responding to Reviews

Respond to every review—positive and negative.

For positive reviews: Thank them genuinely. Mention their specific case type if appropriate (this adds relevant keywords naturally).

For negative reviews: Respond professionally, acknowledge their concern, and invite offline resolution. Never argue publicly or reveal client confidential information.

Google Posts

Google Posts appear directly in your listing. Use them for:

Recent case results (without confidential details)
Blog post highlights
Community involvement
Firm news
Offers (like free consultations)

Posts expire after 7 days (except event posts), so maintain a regular posting schedule. Weekly is ideal for most firms.

Questions & Answers

The Q&A section appears prominently on your listing. Proactively seed it with common questions:

“Do you offer free consultations?”
“What areas do you serve?”
“How much do you charge?”
“What types of cases do you handle?”

Answer from your business profile. This prevents competitors or random users from providing inaccurate answers.

Monitoring and Maintenance

Regular Audits

Monthly, check your listing for:

Suggested edits (which might be incorrect)
New reviews needing responses
Questions needing answers
Photo suggestions to reject (competitors sometimes suggest misleading images)

Insights Analysis

Google provides valuable data in the Insights section:

How customers find your listing (search queries)
Customer actions (calls, directions, website visits)
Photo views compared to competitors

Use this data to refine your strategy. If certain search terms drive most views, ensure your listing is optimized for them.

Common Mistakes to Avoid

1. Keyword Stuffing Your Name

Adding keywords to your business name violates guidelines. Stick to your legal business name.

2. Creating Multiple Listings

One listing per physical location. Creating fake listings for areas you don’t have offices will backfire.

3. Neglecting Reviews

Your competitors are actively generating reviews. If you’re not, you’re falling behind.

4. Inconsistent Information

Your NAP must match exactly across Google, your website, and all directories. Inconsistencies hurt rankings.

5. Ignoring Negative Reviews

Unanswered negative reviews look worse than the review itself. Always respond professionally.

The Bottom Line

Google Business Profile optimization is foundational for law firm local SEO. A well-optimized listing can mean the difference between appearing in the coveted map pack and being invisible to local searchers.

The tactics here aren’t complicated, but they require consistent attention. Firms that invest in GBP optimization consistently outperform those that set it and forget it.

Need help optimizing your firm’s local presence? Let’s talk about a comprehensive local SEO strategy.