If you’re a law firm trying to attract local clients, your Google Business Profile is one of the most powerful tools at your disposal. Not only are they free and relatively simple to set up and optimize, but they can bring in some of the highest quality leads your firm is going to get online.
This guide will show you exactly how to optimize your profile to dominate the local pack and get more high-quality cases for your law firm.
Whether you’re a personal injury attorney, family lawyer, or criminal defense specialist, these Google My Business optimization tips for law offices will help you stand out from your competition.
Setting Up Your Google Business Profile The Right Way
Before you can optimize your profile, you need to make sure it’s properly set up and verified.
Many law firms already have a profile without realizing it, as Google often creates basic listings automatically from public data.
The first step is to search for your law firm on Google Maps to see if a profile already exists.
If you find one, you’ll need to claim ownership by clicking “Claim this business” and following the verification process.
If no profile exists, you can create one by visiting google.com/business and clicking “Manage now.”
The New Reality: Video Verification is Now Standard
Here’s what most lawyers don’t realize: as of 2025, Google has made video verification the primary method for verifying business profiles.
About 8 out of 10 new profiles will be required to verify via video, and the old postcard method is completely gone.
This means you’ll need to record a live video through your mobile device showing your office, signage, and proof that you actually run the business.
The video must be at least 30 seconds long, unedited, and recorded directly through the Google Business Profile app (you can’t record it separately and upload it).
What Your Verification Video Must Show
Your video needs to prove three things: your business location (street signs, building numbers, or landmarks around your office), your business signage (permanent signage with your firm name that matches your profile exactly), and proof of management (unlocking the door, accessing your office, showing business documents like your license or lease).
Google’s human reviewers will watch your video, so make it clear and well-lit.
Don’t include sensitive information like bank statements, client files, or people’s faces in the video.
The review process typically takes 3-5 business days, though it can sometimes take up to a week.
Alternative Verification Methods (If You’re Lucky)
Some law firms may still be offered phone or email verification, especially if the profile has existed for a while but was unclaimed.
These instant verification options are becoming increasingly rare and are typically only available for established listings that Google already has confidence in.
If you get the option for phone or email verification instead of video, take it – it’s much faster.
However, even if you verify by phone or email first, Google may require a second verification method (usually video) afterward, especially if you make changes to your address or business name.
What If Video Verification Fails?
If your video gets rejected, Google will show a “Review issues” notification.
Common reasons for rejection include unclear signage, not showing enough proof of location, poor video quality, or the business name in the video not matching your profile exactly.
You can retry the video verification, but after a few failed attempts, you may see a “No More Ways to Verify” message.
At that point, you’ll need to contact Google Business Profile support for help, and they may require a live video call with a support representative.
Start Early and Plan Your Video
Don’t wait until you need clients to start the verification process – begin as soon as you set up your profile.
The verification timeline means you could be invisible on Google for a week or more while waiting for approval.
Before recording, walk through your office and plan what you’ll show to make sure you can capture everything Google requires in one smooth take.
Check that your signage is visible and matches your profile name character-for-character, including any punctuation or legal entity designations.
The 3 Ranking Factors That Actually Matter (And Why Most Lawyers Get Them Wrong)
Before diving into optimization tactics, you need to understand what actually determines your ranking in the local pack.
Google uses three main factors to determine local search rankings: relevance, distance, and prominence.
Most lawyers obsess over the wrong things because they don’t understand how Google actually weighs these factors.
Ranking Factor #1: Relevance (Are You What They’re Looking For?)
Relevance refers to how well your Google Business Profile matches what someone is searching for.
This is why choosing the right categories, having detailed service descriptions, and using keywords naturally throughout your profile matters so much.
If someone searches for “personal injury lawyer” and your primary category is “Personal Injury Attorney” with detailed information about car accidents and slip-and-fall cases, you’re highly relevant to that search.
Google’s algorithm is looking for exact matches between what people search for and what your profile says you do.
If you’ve listed yourself as just “Attorney” without specifying your practice areas, you’re leaving money on the table because you won’t show up for the specific searches that actually convert.
The mistake most lawyers make here is being too vague or too broad with their categories and descriptions, thinking it will help them show up for more searches.
In reality, specificity wins – it’s better to rank #1 for “personal injury lawyer” than to rank #10 for “lawyer.”
Ranking Factor #2: Distance (Geography is Destiny)
Distance measures how far your business is from the searcher’s location or the location mentioned in their search.
This is largely out of your control, but it’s why having multiple legitimate office locations in different areas can be so valuable.
A searcher in downtown Chicago will see different results than someone searching from the suburbs, even if they use the exact same search terms.
Google prioritizes businesses that are physically closest to the searcher, which means proximity can trump everything else if the distance difference is significant enough.
This is the ranking factor that causes the most frustration for lawyers because there’s no way to “optimize” your way out of being far from a searcher.
If someone is searching from 2 miles away and you’re 15 miles away, you’re probably not going to outrank the closer firm even if your profile is objectively better.
This is why the location section of this guide is so important – understanding this limitation helps you make strategic decisions about where to open offices.
Ranking Factor #3: Prominence (Your Online Reputation Scorecard)
Prominence is essentially how well-known and trusted your business is, both online and offline.
Google determines prominence through several factors: the number and quality of reviews you have, how many citations (mentions of your business) exist across the web, the authority of your website, and signals from articles, directories, and links.
A law firm with 200+ five-star reviews, consistent citations across legal directories, and mentions in local news articles will be considered more prominent than a firm with 10 reviews and minimal online presence.
Think of prominence as your “credibility score” in Google’s eyes – it’s the sum total of all the signals that indicate you’re an established, trustworthy business.
This is the ranking factor where most lawyers can make the biggest gains because it’s entirely within your control.
Every review you get, every directory listing you claim, every local news mention you earn – all of this builds your prominence score over time.
The firms that dominate local search are almost always the ones with the highest prominence scores, not necessarily the ones with the best websites or the closest locations.
The Elements Within These Factors That Actually Move the Needle
Within these three main factors, there are specific elements that carry significant weight.
Reviews are huge – not just the quantity and average rating, but also the recency and response rate.
Getting new reviews regularly signals that you’re an active, current business.
Your profile completeness is another major factor – profiles with photos, regular posts, complete service lists, and answered questions consistently outperform bare-bones profiles.
Click-through rate and engagement also matter – if people frequently click on your profile, call you, or request directions, Google interprets this as a signal that you’re a relevant, quality result for that search.
The algorithm also considers your website’s SEO, on-site behavior metrics, and the quality of links pointing to your site, which is why your Google Business Profile and website SEO should work together rather than in isolation.
Understanding these ranking factors helps you prioritize your optimization efforts – focus on what moves the needle rather than wasting time on elements that have minimal impact.
Fill Out Every Single Field or Watch Your Competitors Steal Your Clients
The foundation of a strong Google Business Profile starts with filling out every single field completely and accurately.
Google rewards profiles that provide comprehensive information to potential clients, and incomplete profiles simply won’t rank as well in local searches.
Think of your profile as your digital storefront – you wouldn’t leave sections of your physical office empty, so don’t do it online either.
Many law firms make the mistake of filling out just the basics and wondering why they’re not showing up in local searches.
The truth is that Google’s algorithm looks at profile completeness as a ranking factor, so every field you fill out gives you an advantage over competitors who haven’t taken the time to do the same.
Business Name, Address, and Contact Details
Your business name should match exactly what appears on your website, signage, and other directories.
Don’t try to stuff keywords into your business name like “Smith Family Law – Best Divorce Attorney in Chicago” because Google will flag this and it can actually hurt your rankings.
Your address needs to be accurate and consistent across every online directory and citation.
If Google finds different addresses for your firm across the web, it creates confusion and can seriously damage your local search rankings.
Make sure your phone number is a local number if possible, as this helps establish your connection to the geographic area you serve.
Choose the Wrong Category and Google Will Show You to the Wrong People
Selecting the right categories is absolutely critical for your Google Business Profile for lawyers.
Your primary category should be the most specific option that describes your main practice area, such as “Personal Injury Attorney” or “Family Law Attorney” rather than just “Attorney.”
You can add additional categories to cover your other practice areas, but be strategic about this – don’t just add every category available.
Google allows you to select multiple categories, and you should use this feature to cover all your legitimate practice areas without diluting your focus.
For example, if you primarily practice family law but also handle estate planning, “Family Law Attorney” should be your primary category with “Estate Planning Attorney” as a secondary option.
The categories you choose directly impact what searches your profile will appear for, so take time to research which categories your competitors are using and which ones actually drive results.
Setting Accurate Operating Hours
Your operating hours need to be accurate and up to date at all times.
Nothing frustrates potential clients more than driving to your office during posted hours only to find it closed.
If you have special hours during holidays or offer weekend appointments, make sure to update these in advance.
Google also allows you to set different hours for different services, which can be useful if you offer emergency consultations outside regular business hours.
Keep in mind that many people search for lawyers during evenings and weekends when they’re dealing with urgent legal matters, so if you offer flexible scheduling, make sure this is reflected in your profile.
Adding Services and Attributes
The services section is where you can really showcase what makes your firm different.
List out all the specific services you offer within each practice area, such as “car accident claims,” “motorcycle accidents,” and “truck accident cases” if you’re a personal injury lawyer.
This level of detail helps Google understand exactly what you do and match you with relevant searches.
Also fill out the attributes section, which includes things like “online appointments,” “wheelchair accessible,” or “LGBTQ+ friendly.”
These attributes might seem minor, but they help potential clients quickly determine if your firm is a good fit for their needs before they even contact you.
The Messaging Feature Most Lawyers Ignore (That Could Double Your Leads)
Google Business Profile includes a messaging feature that allows potential clients to send you direct messages from your profile, and this can be a goldmine for lead generation if used correctly.
When someone finds your profile on their mobile device, they’ll see a “Message” button alongside the call and directions buttons.
This is particularly valuable because some people prefer texting over phone calls, especially for initial outreach when they’re researching multiple lawyers.
To enable messaging, open the Google Business Profile app on your phone (messaging can only be managed through the mobile app, not the desktop interface) and turn on messaging in the settings.
Once enabled, you’ll receive messages through the app, and you can respond directly from your phone.
Here’s the critical part: response time matters enormously for conversions.
Google actually tracks and displays your average response time on your profile, and potential clients can see if you typically respond within minutes, hours, or days.
Law firms that respond within 5-10 minutes have significantly higher conversion rates than those that take hours or days to respond.
Think about it from the client’s perspective – if they’re in crisis mode looking for a criminal defense lawyer or dealing with a urgent legal matter, they’re probably messaging multiple firms and will hire whoever responds first with helpful information.
Set up notifications so you get alerted immediately when a message comes in, and establish a system for after-hours messages (either an auto-response setting expectations or someone monitoring the account).
Some law firms assign this to a paralegal or intake specialist who can quickly respond with basic information and schedule consultations.
The messaging feature also provides another engagement signal to Google – profiles that actively use messaging and respond quickly tend to rank better than those that don’t.
Just be cautious about what you discuss via message – never provide specific legal advice through this channel, and always move the conversation to a phone call or consultation once you’ve established initial contact.
Your Photos Are Costing You Clients (Here’s What to Do Instead)
Photos play a massive role in how people perceive your law firm when they find you in local search results.
Profiles with high-quality photos receive significantly more clicks and calls than those without, so this isn’t an area where you want to cut corners.
Your visual content is often the first impression potential clients will have of your firm, so make it count.
Stock Photos Make You Look Fake (And Clients Can Tell)
Upload professional photos of your office exterior and interior, your team, and yourself working with clients (with permission, of course).
People want to see who they’ll be working with and what your office looks like before they reach out.
Avoid stock photos at all costs – potential clients can spot these a mile away and they make your firm look generic and untrustworthy.
Include at least 10-15 high-quality photos showing different aspects of your practice, including individual attorney headshots, team photos, office spaces, and even photos of your local community.
Update your photos seasonally to show that your profile is active and current, which also signals to Google that you’re engaged with your listing.
If you have photos of community involvement, charity work, or local events you’ve participated in, these help establish your firm as an active part of the community.
Logo and Cover Images
Your logo should be clear, professional, and match the branding used across your website and other marketing materials.
The cover photo is prime real estate – use it to showcase your firm’s personality while maintaining professionalism.
Many successful law firms use a high-quality photo of their team or a striking image of their office building.
Make sure all images are high resolution and properly sized according to Google’s specifications.
Blurry or poorly cropped images reflect badly on your firm and suggest a lack of attention to detail.
Video Content: The Unfair Advantage 95% of Law Firms Are Missing
Video content on Google Business Profiles is one of the most underutilized features in legal marketing, and that’s exactly why it’s so valuable.
Most law firms stick to photos only, which means adding videos instantly makes your profile stand out from the competition.
But the real question is whether the time and effort required to create videos actually translates to better results.
The answer is a definitive yes, for several reasons.
First, profiles with video content receive significantly more engagement than those with only photos – we’re talking about 2-3 times more views, clicks, and calls in many cases.
Videos are more engaging and do a better job of building trust because potential clients can see and hear you, which creates a personal connection before they even reach out.
Second, video content keeps people on your profile longer, and Google tracks this engagement metric as a positive signal that can help your rankings.
The types of videos that work best for law firms include short attorney introductions (30-60 seconds where you explain who you are and what you do), office tours that show your space and help clients feel comfortable about visiting, educational content about common legal questions in your practice area, and client testimonial videos (with permission).
Keep videos short – aim for under 90 seconds for most content, as attention spans are limited and people are typically watching on mobile devices.
The production quality doesn’t need to be Hollywood-level, but it should be professional – good lighting, clear audio, and a clean background are the minimum requirements.
Most modern smartphones can shoot excellent video if you use them correctly, so you don’t necessarily need to hire a videographer, though professional help can certainly elevate the results.
Videos should be shot horizontally (landscape mode) for the best viewing experience across devices.
When you upload a video, Google may take 24-48 hours to process it before it appears on your profile, so don’t panic if it doesn’t show up immediately.
One strategic approach is to create a welcome video that introduces potential clients to your firm and explains what makes you different – this single video can continue generating value for years.
You can also create timely videos about changes in the law or seasonal legal issues (like estate planning during the holidays or injury claims after winter weather).
The bottom line is that video content is absolutely worth the investment for law firms serious about dominating their local market – the combination of higher engagement, better trust-building, and competitive differentiation makes it one of the highest-ROI activities you can do for your profile.
Reviews Are Your Money Printer. And Here’s How to Get Them
Reviews are one of the most important ranking factors for local search results and one of the most influential factors in whether someone chooses to contact your firm.
Google My Business for lawyers succeeds or fails largely based on the review strategy you implement.
Law firms with strong review profiles consistently outrank competitors with fewer or lower-rated reviews.
The Exact System to Get 10+ Reviews Per Month (Without Being Pushy)
The best time to ask for a review is right after you’ve achieved a positive outcome for a client or provided exceptional service.
Create a simple system where you send a follow-up email or text message with a direct link to your Google Business Profile review page.
Make the process as easy as possible – the more steps involved, the fewer reviews you’ll receive.
Don’t offer incentives for reviews, as this violates Google’s policies and can result in penalties.
Instead, focus on providing such outstanding service that clients naturally want to share their positive experiences.
Consider training your staff to mention reviews during the final meeting or when closing out a case.
The key is to make it a natural part of your client offboarding process rather than an awkward request.
The timing of your review request matters significantly – reach out while the positive experience is still fresh in the client’s mind.
For most law firms, this means sending the review request within 24-48 hours after a successful case resolution or positive milestone.
You can also get reviews by including a review request in your email signature, on your invoice or closing documents, and on a “thank you” page after clients submit contact forms on your website.
Some law firms have success with physical review cards they hand to satisfied clients with a QR code that links directly to their Google Business Profile.
The easier you make it for clients to leave reviews, the more reviews you’ll get.
Always personalize your review requests and explain why reviews matter to your firm – clients are more likely to help when they understand that their feedback helps other people in similar situations find quality legal help.
Your Response to Negative Reviews is a Sales Page (Here’s the Template)
Every single review should receive a response, whether it’s positive or negative.
When responding to positive reviews, thank the reviewer by name (if appropriate) and mention something specific about their case or experience to show the response is genuine.
Negative reviews require a more delicate approach, and it’s crucial you handle them correctly to protect your firm’s reputation.
Always respond professionally, acknowledge the person’s concerns, and offer to discuss the matter privately.
For detailed strategies on handling difficult reviews, check out our guide on handling negative law firm online reviews.
Never argue with reviewers publicly or get defensive – this makes you look unprofessional and can turn away potential clients who are reading the exchange.
Remember that your response to negative reviews is really an opportunity to show future clients how you handle conflict and difficult situations.
How to Delete Fake Reviews (And When You’re Just Wasting Your Time)
Not all negative reviews are legitimate, and Google does allow you to dispute and potentially remove reviews that violate their policies.
Reviews that can be removed include fake reviews from people who were never your clients, spam, reviews that contain threats or harassment, reviews with profanity or hate speech, and reviews that violate client confidentiality by sharing case details.
To flag a review for removal, find the review on your Google Business Profile, click the three dots in the corner, and select “Flag as inappropriate.”
Google will review your request, but be aware that this process can take several days to several weeks, and there’s no guarantee they’ll remove the review.
If the review clearly violates policies but Google doesn’t remove it after your first report, you can escalate by posting in the Google Business Profile Help Community or contacting Google Business Profile support directly.
For reviews that don’t violate policies but are from disgruntled clients, your best option is to respond professionally rather than trying to get them removed.
In some extreme cases where a review contains false and defamatory statements that are damaging your business, you may want to consider your legal options.
However, legal action should be a last resort, as it’s expensive and can sometimes draw more attention to negative reviews than they would have received otherwise.
The most effective long-term strategy is to collect so many positive reviews that a few negative ones get buried and have minimal impact on your overall rating.
Focus your energy on getting more reviews from happy clients rather than fighting every negative review that comes your way (it is inevitable).
How to Crack the Top 3 Local Pack Spots (And Stay There)
Getting into the local pack (those three businesses that show up at the top of Google search results) requires ongoing effort and optimization.
It’s not enough to just set up your profile and forget about it – you need to actively maintain and improve it over time.
The law firms that consistently dominate local search are the ones that treat their Google Business Profile as a living marketing asset that needs regular attention.
Google Posts: Free Advertising Your Competitors Are Too Lazy to Use
Google Posts are a feature that many law firms completely ignore, which is a huge missed opportunity.
But what exactly are Google Posts and are they worth the effort?
Google Posts are short updates that appear directly in your Google Business Profile when people find you in search results or on Google Maps.
They work similarly to social media posts and can include text, images, videos, event details, and call-to-action buttons.
These posts appear in the “Updates” section of your profile and can help you stand out from competitors who don’t use this feature.
The big question law firms ask is whether posts actually impact rankings and lead generation.
The answer is yes, but perhaps not in the way you’d expect.
While Google Posts may not be a direct ranking factor, they signal to Google that your business is active and engaged, which can indirectly help your rankings.
More importantly, posts give potential clients another reason to choose your firm by showcasing your expertise, recent wins, and active involvement in the community.
Posts only stay live for about seven days (or until the event date if you create an event post), so this requires consistent effort, but the payoff in terms of engagement is worth it.
Law firms that regularly post see higher engagement metrics like clicks, calls, and direction requests compared to firms with static profiles.
Share updates about recent case results (without violating confidentiality), legal tips, changes in the law that affect your clients, community involvement, or new services you’re offering.
You can also use posts to highlight special offers, free consultations, or limited-time opportunities that create urgency for potential clients to reach out.
Aim to post at least once per week to keep your profile fresh and give Google signals that you’re an active business.
The time investment is minimal – most posts take just 5-10 minutes to create – but the benefits of staying visible and top-of-mind with potential clients make it worthwhile.
Think of posts as free advertising space that your competitors probably aren’t using effectively.
The Q&A Section is Free Real Estate (And You’re Leaving It Empty)
The Questions and Answers section is another underutilized feature that can set you apart from competitors.
People can ask questions directly on your Google Business Profile, and these questions and answers are visible to everyone who views your profile.
Don’t wait for people to ask questions – proactively add questions and answers that address common concerns potential clients have.
Questions like “Do you offer free consultations?” or “What types of cases do you handle?” can be answered in detail to provide value and improve your profile’s content.
This section also gives you another opportunity to include your target keywords naturally while providing helpful information.
Monitor this section regularly because sometimes competitors or trolls will post inappropriate questions that you need to address or report.
Consistency Is Key (NAPW)
Consistency across all online platforms is crucial for local SEO success.
Your business name, address, phone number and website (often called NAPW) must be identical everywhere it appears online.
This includes your website, social media profiles, legal directories like Avvo and Martindale, and any other citation sources.
Even small differences like “St.” versus “Street” or including a suite number in some places but not others can confuse Google and hurt your rankings.
Conduct regular audits to make sure all your online listings are consistent, and correct any discrepancies you find immediately.
This might seem tedious, but it’s one of the most important factors in local search rankings that’s completely within your control.
Why Your Office Location is Rigging the Game (And What You Can Do About It)
One thing you need to understand about Google Business Profiles is that proximity to the searcher plays a huge role in rankings.
This is actually good news for local law firms because it means you don’t have to compete with every attorney in your state – just those in your immediate area.
However, it also means you need to think strategically about your physical location and how you present it.
How Proximity Affects Your Rankings
When someone searches for “personal injury lawyer” or “divorce attorney near me,” Google prioritizes businesses that are physically closest to the searcher’s location.
This means if your office is right in the city center, you’ll have an advantage for searches conducted downtown, but you might not show up as prominently for searches from the suburbs.
There’s not much you can do to change geography, but you can serve multiple locations by opening additional offices or using service areas effectively.
If you serve clients throughout a region but only have one office, make sure to set up service areas in your profile to indicate all the cities and neighborhoods you work in.
Just be aware that having a physical office in an area will always give you an advantage over firms that only list it as a service area.
This is why many successful law firms open satellite offices in key locations they want to target.
Multiple Locations Done Wrong = Permanent Ban (Here’s How to Do It Right)
If your law firm has multiple office locations, setting up separate Google Business Profiles for each location can significantly expand your local search presence.
However, this needs to be done correctly to avoid penalties from Google.
The key word here is “safely” – Google has strict guidelines about what qualifies as a legitimate business location, and violating these rules can result in your profiles being suspended.
First and foremost, each location must be a physical office where clients can meet with you during your stated business hours.
You cannot create profiles for virtual offices, P.O. boxes, coworking spaces where you rent a desk occasionally, or addresses where you don’t have a real presence.
Google’s guidelines are clear that each location must be staffed during business hours and have clear signage.
If you’re opening a new office specifically to expand your local search coverage, make sure it’s a legitimate operation with dedicated staff, not just a mail forwarding service.
To set up multiple locations, you’ll need to create a separate Google Business Profile for each physical office location.
Each profile should have a unique business name that includes the location (for example, “Smith Law Firm – Downtown” and “Smith Law Firm – Westside”) or you can use the same name with different addresses if they’re in different cities.
Make sure each location has its own dedicated phone number and, if possible, its own page on your website.
This helps Google understand that these are distinct locations rather than duplicate listings trying to game the system.
When filling out each profile, customize the content to reflect the specific services and focus of that location.
For instance, if your downtown office primarily handles corporate law while your suburban office focuses on family law, make sure the services, photos, and descriptions reflect these differences.
Never use the same photos across all locations – each office should have its own unique images showing that actual location.
If you’re a solo practitioner or small firm that genuinely serves multiple cities but only has one physical office, do not create fake locations.
Instead, use the service area feature to indicate the regions you serve, which is the legitimate way to show up for searches in nearby cities without having a physical presence there.
The consequences of creating fake locations are severe – Google can suspend all your profiles, not just the fake ones, and it can take months to get them reinstated.
Always prioritize legitimacy over trying to game the system, as the short-term gains from fake locations are never worth the long-term risk to your entire online presence.
The 9 Mistakes Killing Your Rankings (Stop Doing These Today)
Even law firms with good intentions make critical mistakes that sabotage their Google Business Profile performance.
Avoiding these common errors can immediately improve your visibility and lead generation.
Mistake #1: Keyword Stuffing Your Business Name
The biggest mistake is keyword stuffing in your business name, like naming your firm “Smith Law – Best Personal Injury Car Accident Lawyer Chicago.”
Google explicitly prohibits this and can suspend profiles that violate their naming guidelines.
Your business name should be exactly what’s on your signage and legal documents, nothing more.
If you’re currently doing this, change it immediately before Google catches you and suspends your entire profile.
Mistake #2: Picking the Wrong Categories (Or Too Many)
Another major error is selecting the wrong primary category or adding too many irrelevant categories in an attempt to show up for more searches.
This actually dilutes your relevance for the searches that matter and can hurt your rankings.
Choose categories that accurately reflect what you do, not what you wish you did.
Your primary category should be the most specific option available for your main practice area, and secondary categories should only include legitimate services you actually provide.
Mistake #3: The “Set It and Forget It” Death Trap
Many law firms set up their profile once and then abandon it, never posting updates, responding to reviews slowly or not at all, and letting information become outdated.
Google rewards active profiles, so this “set it and forget it” approach means you’re losing ground to competitors who are actively maintaining their presence.
Your profile needs to be treated like a living asset that requires regular attention, not a one-time project you complete and ignore.
Mistake #4: Leaving Your Q&A Section Unmanaged
Ignoring the Q&A section is another missed opportunity – unanswered questions make your firm look unresponsive, and sometimes competitors or trolls will post questions you definitely don’t want sitting there unanswered.
Monitor this section weekly and proactively add your own questions and answers to control the narrative.
If you wait for people to ask questions, you’re giving up control over what information appears in this highly visible section of your profile.
Mistake #5: Using Stock Photos or Recycled Images
Some firms make the mistake of using stock photos or the same photos across multiple locations, which Google can detect and may view as a sign of a fake or low-quality listing.
Every location should have unique, authentic photos that show the actual office and team.
Stock photos scream “generic” and “untrustworthy” to potential clients who can spot them instantly.
Take the time to get real photos of your actual office, your actual team, and your actual location.
Mistake #6: Buying Fake Reviews or Offering Incentives
Buying fake reviews or offering incentives for reviews is not just against Google’s policies – it’s also potentially illegal and can result in your entire profile being permanently suspended.
The same goes for creating fake listings for addresses where you don’t have a real physical office.
These shortcuts might seem tempting, but the consequences are severe and long-lasting.
Focus on legitimately earning reviews from real clients rather than trying to game the system.
Mistake #7: Inconsistent NAP Information Across the Web
Another common error is inconsistent NAPW (name, address, phone number, website) information across the web.
If your website says one address, your Google Business Profile says another, and legal directories have a third variation, Google doesn’t know which is correct and your rankings suffer.
Audit all your online listings and make sure your NAPW is identical everywhere – character for character, including abbreviations and suite numbers.
This tedious task has a massive impact on your local search performance.
Mistake #8: Ignoring Attributes That Apply to Your Firm
Many law firms also fail to take advantage of attributes like “online appointments” or “wheelchair accessible” when these actually apply to their practice.
These attributes might seem minor but they help the right clients find you and can improve your click-through rate.
Go through the entire attributes list and select everything that legitimately applies to your firm – every attribute you add is another way potential clients can discover that you’re a good fit for their needs.
Mistake #9: Never Looking at What Your Competitors Are Doing
Finally, some firms obsess over getting their profile perfect but completely ignore what their competitors are doing.
You need to regularly check what top-ranking firms in your area are doing with their profiles and look for opportunities to differentiate or match their efforts.
Search for your main keywords at least monthly and see who’s ranking in the top 3, then analyze their profiles to understand what they’re doing right.
Competitive intelligence is free and invaluable – use it.
The good news is that these mistakes are all fixable – if you recognize yourself making any of these errors, you can correct them and start seeing improvements within a few weeks.
Your Profile Got Suspended? Here’s Your Step-by-Step Recovery Plan
Having your Google Business Profile suspended is one of the most stressful situations a law firm can face, as it immediately removes you from local search results and can devastate your lead flow.
Understanding why suspensions happen and how to recover is critical knowledge for every law firm.
Why Google Suspends Profiles (And How to Tell Which One You Got)
Google suspends profiles for several reasons: violating their guidelines (like keyword stuffing in your business name or fake reviews), having multiple listings for the same location, listing an address that doesn’t meet their requirements (like a virtual office or home address in some cases), suspicious activity on your account, or sometimes just because their automated systems made a mistake.
The first thing to understand is that there are two types of suspensions: soft suspensions (where your profile is still visible but you can’t edit it) and hard suspensions (where your profile disappears entirely from search results).
A soft suspension means Google is questioning something about your listing but hasn’t completely removed you yet – this is easier to recover from.
A hard suspension means you’ve been completely delisted and are invisible to potential clients searching for lawyers – this is the nightmare scenario that requires immediate action.
Step 1: Don’t Panic and Don’t Make It Worse
If you wake up one morning and your profile is gone, don’t panic – panicking leads to hasty decisions that can make the situation worse.
The worst thing you can do is immediately create a new profile or try to game the system, as Google will detect this and potentially ban you permanently.
Take a breath, accept that recovery will take time, and commit to doing this the right way.
Step 2: Investigate Why You Were Suspended
The first step is to log into your Google Business Profile dashboard and look for any notifications explaining why the suspension occurred.
Sometimes Google provides specific reasons, but often the notification is vague or nonexistent.
Check your email associated with the account for any messages from Google about policy violations.
Review your profile with a critical eye and try to identify what might have triggered the suspension.
Did you recently change your business name to include keywords? Do you have a virtual office address? Did you get a sudden influx of reviews that looked suspicious?
Being honest with yourself about what you did wrong is the first step to fixing it.
Step 3: Fix the Violation Before Requesting Reinstatement
If you know you violated guidelines (even accidentally), you’ll need to fix the violation before requesting reinstatement.
Common fixable violations include removing keywords from your business name, deleting fake reviews, consolidating duplicate listings, or verifying that your address meets Google’s requirements.
You can’t appeal successfully if the violation still exists, so make sure everything is 100% compliant with Google’s guidelines before moving forward.
Document what you fixed with screenshots and notes – you’ll need this information for your reinstatement request.
Step 4: Submit Your Reinstatement Request
Once you’ve corrected any violations, you can request reinstatement through the Google Business Profile Help Center.
Go to the support page, select “Fix a suspension,” and fill out the reinstatement form with accurate information about your business.
Be honest in your reinstatement request. Trying to hide or misrepresent what happened will only delay your recovery.
Explain what you did to fix the issue and emphasize that you’re a legitimate business operating in compliance with Google’s guidelines.
Include any supporting documentation like photos of your office, your business license, lease agreement, or anything else that proves you’re a real, legitimate law firm.
The more evidence you provide, the better your chances of quick reinstatement.
Step 5: Wait (And Don’t Create a New Profile)
The reinstatement process can take anywhere from a few days to several weeks, and Google’s response times vary significantly.
During this waiting period, resist the urge to create a new profile. This will be detected as an attempt to circumvent the suspension and can result in a permanent ban.
Check your email regularly for responses from Google and respond promptly if they request additional information.
Some law firms make the mistake of submitting multiple reinstatement requests thinking it will speed things up, but this actually slows down the process as each request goes to the back of the queue.
Submit once and wait patiently for a response.
Step 6: If Denied, Escalate Strategically
If your reinstatement request is denied, you can request a second review by escalating through the Google Business Profile Help Community, where product experts and Google employees sometimes intervene in complex cases.
Post your situation clearly and professionally, explaining what happened, what you fixed, and why you believe the denial was incorrect.
Sometimes getting visibility from community experts can help move your case forward when the standard appeals process fails.
For hard-to-resolve suspensions, some law firms hire specialized consultants who focus specifically on Google Business Profile reinstatements, though this can be expensive.
These consultants have relationships with Google and know exactly how to present your case for the best chance of success.
Prevention: How to Never Get Suspended in the First Place
The best approach is obviously prevention – follow Google’s guidelines meticulously, avoid any black-hat tactics, and regularly audit your profile to ensure everything is compliant.
If you’re working with a marketing agency, make sure they understand Google’s policies and won’t engage in risky tactics that could get your profile suspended.
Ask them directly about their methods and run away if they suggest anything like keyword stuffing, fake reviews, or creating listings for addresses where you don’t have real offices.
Keep documentation of your business legitimacy (lease agreements, business licenses, photos of your office) so you can quickly prove your case if you ever need to appeal a suspension.
Consider this documentation your “suspension insurance”, having it ready can cut your recovery time in half.
The Real Numbers: What You Can Actually Expect in 30, 60, and 90 Days
So what kind of results can you actually expect from optimizing your Google Business Profile for lawyers?
The answer depends on your market, competition level, and how well you execute the strategies outlined in this guide.
However, there are some general benchmarks that most law firms can expect if they do this correctly.
A well-optimized profile in a moderately competitive market should start generating regular phone calls and direction requests within the first month.
Law firms typically see a 50-200% increase in profile views, calls, and direction requests within 90 days of proper optimization.
The real value comes from the quality of leads you receive. People who find you through Google Business Profile are typically high-intent prospects who are ready to hire an attorney.
In competitive markets like personal injury or family law, ranking in the local pack can mean the difference between a thriving practice and struggling to find clients.
The three firms that appear in the local pack receive the vast majority of clicks and calls, while those ranked fourth or lower get significantly less attention.
This is why optimization is so important. The difference between ranking third and fourth can literally mean tens or hundreds of thousands of dollars in case value over the course of a year.
The Dashboard 90% of Lawyers Never Look At (That Shows Exactly What’s Working)
One of the most overlooked features of Google Business Profile is the Insights dashboard, which provides valuable data about how people are finding and interacting with your profile.
This data is gold for understanding what’s working and what needs improvement in your optimization strategy.
How to Access Your Insights Dashboard (And What You’ll See)
To access Insights, log into your Google Business Profile dashboard and click on the “Insights” tab.
You’ll see data on several key metrics: how many people viewed your profile, how you appeared in search (direct searches for your business name versus discovery searches where people found you without knowing your name), customer actions (website clicks, phone calls, direction requests, and messages), and where people are viewing your profile from geographically.
This is the control panel that tells you whether your optimization efforts are actually working or if you’re just spinning your wheels.
The #1 Metric That Matters: Discovery Searches
The most important metric is “discovery searches” – these are people who found you without knowing your business name, which means they’re actively looking for a lawyer and you appeared as a relevant result.
High discovery search numbers indicate that your profile optimization is working and you’re capturing people who are searching for the services you offer.
If your discovery numbers are low, it usually means you need to work on your categories, service descriptions, or review acquisition.
This single metric tells you more about your profile’s effectiveness than anything else – it’s the difference between people finding you because they already know you exist (direct searches) versus finding you because you’re showing up for the right searches (discovery).
Direction Requests and Phone Calls: Tracking Real Intent
Direction requests are another critical metric for law firms, as they indicate serious intent – people who request directions are typically planning to visit your office for a consultation.
If you’re getting lots of profile views but few direction requests, it might signal that something about your profile isn’t inspiring confidence or clearly communicating what you do.
The phone call metric shows how many people clicked the call button on your profile, but keep in mind this doesn’t tell you if they actually completed the call or what happened after.
You’ll need to track this separately in your firm’s intake system to understand true conversion rates.
Compare these action metrics to your profile views to calculate your conversion rate – if 1,000 people view your profile but only 10 call, you’ve got a 1% conversion rate and need to improve your profile’s persuasiveness.
Website Clicks: Understanding the Full Customer Journey
Website clicks tell you how many people went from your Google Business Profile to your website, which is valuable for understanding the full customer journey.
Some people prefer to research on your website before calling, so having both your profile and website optimized creates multiple paths to conversion.
If you’re getting high website clicks but low phone calls, it might mean people are interested but something on your website is preventing them from taking action.
This metric helps you understand whether your profile is doing its job of generating interest and moving people to the next step in your funnel.
Photo Performance and Search Query Data
The photos section in Insights shows which photos are being viewed most frequently and how your photos compare to similar businesses.
If your photo views are significantly lower than competitors, it’s a sign you need more or better visual content.
Insights also shows you what search queries triggered your profile to appear, which can reveal opportunities to optimize for searches you hadn’t considered or identify irrelevant searches you’re showing up for.
This search query data is incredibly valuable for understanding what potential clients are actually typing into Google when they find you.
How Often to Check Your Data (And What to Look For)
Review the data at least weekly during your initial optimization phase, then monthly once you’ve established a baseline.
Look for trends over time rather than fixating on day-to-day fluctuations – a gradual upward trend in discovery searches and customer actions is what you’re aiming for.
Use this data to test changes. If you add video content or start posting regularly, watch your Insights to see if engagement metrics improve.
This feedback loop helps you understand what resonates with potential clients in your specific market.
One limitation to keep in mind is that Google’s data has a lag time and isn’t always perfectly accurate, so use it as a directional indicator rather than treating every number as gospel truth.
The Hidden Connection Between Your Profile and Website Rankings
Your Google Business Profile doesn’t exist in isolation – it’s deeply connected to your overall local SEO performance.
A strong profile can actually help your website rank better in organic search results, creating a compound effect that drives even more traffic to your firm.
Understanding this connection helps you see why investing time in your profile optimization is so valuable.
When Google sees that your business profile is complete, active, and receiving positive engagement, it interprets this as a signal that you’re a legitimate and trustworthy business.
This trust factor carries over to how Google evaluates your website in organic search results.
On top of that, the keywords you use in your profile, the categories you select, and the content in your posts all help Google understand what your firm does and who you serve.
This makes it more likely that both your profile and your website will show up for relevant searches.
Your review profile also plays a role here – websites that are associated with highly-rated Google Business Profiles tend to perform better in organic results.
The combination of a strong Google Business Profile and a well-optimized website creates a powerful one-two punch that helps you dominate both the local pack and traditional organic results.
The Weekly 20-Minute Routine That Keeps You Ranked #1
Creating a great Google Business Profile isn’t a one-time project, it requires ongoing monitoring and optimization to maintain and improve your rankings.
The law firms that dominate local search are the ones that treat their profile as a living asset that needs regular attention.
Here’s the exact maintenance schedule that keeps top-ranking law firms on top.
Daily Tasks (5 Minutes Max)
Daily tasks include checking and responding to new messages (if you have messaging enabled) and monitoring for new reviews that need responses.
Set up notifications on your phone so you can respond to messages within minutes, not hours or days.
This daily check-in takes less time than scrolling social media but has a much bigger impact on your revenue.
Weekly Tasks (The Core 20-Minute Routine)
Weekly tasks include creating and publishing a new Google Post to keep your profile active and checking your Insights dashboard to spot any sudden changes in performance.
This is your non-negotiable weekly routine that keeps your profile fresh and lets you catch problems before they become disasters.
Spend 10 minutes creating a post about a recent case result, legal tip, or community involvement, and another 10 minutes reviewing your Insights for any unusual patterns.
If you see a sudden drop in discovery searches or calls, you can investigate immediately rather than discovering the problem weeks later.
Monthly Tasks (30-60 Minutes)
Monthly tasks include updating your photos with new content, reviewing and updating your services list to reflect any changes in your practice, checking that all your business information is still accurate, and conducting a competitive analysis to see what top-ranking firms are doing.
This monthly deep-dive ensures nothing falls through the cracks and you’re staying ahead of competitors.
Search for your main keywords and see who’s ranking in the top 3, then visit their profiles to see what they’re doing that you’re not.
Add this to your calendar as a recurring task so it doesn’t get forgotten during busy months.
Quarterly Deep-Dive Audits (2-3 Hours)
Quarterly tasks include a comprehensive audit of your profile completeness, reviewing your NAPW consistency across all online directories, analyzing which types of posts and content get the most engagement, and setting new goals based on your performance trends.
This is when you zoom out and look at the big picture – are you making progress toward your goals? What’s working that you should do more of? What’s not working that you should stop?
Use a spreadsheet to track your key metrics quarter over quarter so you can see long-term trends that aren’t visible in monthly data.
Tools and Systems That Make This Easier
Use a checklist or project management tool to ensure these tasks don’t fall through the cracks when things get busy.
Many law firms assign these responsibilities to a marketing coordinator or virtual assistant, but whoever manages it needs to understand the strategic importance of each task.
Set up Google Alerts for your firm name so you’re notified if someone mentions you online, which can help you discover new citation opportunities or identify reputation issues early.
Also monitor your competitors’ profiles regularly. If a competing firm suddenly jumps ahead of you in rankings, investigate what they’ve changed and consider whether you should adapt your strategy.
Pay attention to Google’s policy updates and changes to the platform, as features and best practices evolve over time.
Subscribe to reputable local SEO blogs and Google Business Profile news sources so you’re aware of algorithm updates or new features you should be leveraging.
Consider using third-party tools like BrightLocal, Whitespark, or GMB Crush to automate some of the monitoring and get alerts about changes to your profile or rankings.
These tools can save significant time and provide more detailed analytics than Google’s native Insights dashboard.
Document Everything (Your Future Self Will Thank You)
Document what you do and what results you get. Keep a log of optimization changes, post topics that performed well, review response templates that work, and any other learnings from your efforts.
This institutional knowledge becomes invaluable as your firm grows or if you bring on new team members.
Create a shared document or spreadsheet where you track what you tried, when you tried it, and what results you got.
This turns your optimization efforts from random activities into a systematic process that gets better over time.
Why Consistency Beats Intensity Every Time
The ongoing nature of profile optimization might seem like a burden, but remember that many of your competitors will start strong and then abandon their profiles.
Consistent effort over time is what separates the firms that dominate local search from those that struggle to be found online.
Think of it like exercising – you can’t work out intensely for a month and then stop expecting to maintain results.
Small, consistent efforts compound over time and become exponentially more valuable than sporadic bursts of activity.
The law firm that posts once a week for a year will destroy the firm that posts daily for a month and then disappears for six months.
Local Service Ads: The Cheat Code to Appear Above Everyone Else
Once you have your Google Business Profile optimized, you might want to consider Local Service Ads (LSAs) as an additional way to capture high-intent searches.
LSAs appear at the very top of search results, above even the local pack, and show potential clients that your firm has been Google Screened.
These ads work on a pay-per-lead model rather than pay-per-click, which means you only pay when someone actually contacts you through the ad.
For law firms in eligible practice areas, LSAs can be an incredibly effective way to get premium placement in search results and build trust with potential clients through the Google Screened badge.
The screening process involves background checks and license verification, which gives potential clients extra confidence in your firm.
While LSAs are separate from your Google Business Profile, having a strong profile helps support your LSA performance and creates multiple touchpoints where potential clients can find and contact your firm.
Ready to Actually Dominate Your Local Market? Let’s Talk
Optimizing your Google Business Profile is one of the most cost-effective marketing investments you can make for your law firm.
A properly optimized profile can generate a steady stream of high-quality local clients for years to come.
As a SEO agency specializing in law firms, we can help you completely optimize your Google Business Profile and implement advanced strategies to dominate the local pack in your area.
We understand the unique challenges law firms face and know exactly how to position your profile to attract the types of high-value cases you actually want to work on.
Contact us today by filling out the form below and let’s discuss how we can help you dominate the local search results.