Why your profile matters
For a search like “divorce lawyer near me”, the map results sit above the ordinary links. Many people call straight from the profile without visiting a website. If your profile is missing, unverified or thin, those calls go to the firms whose profiles are complete.
Firm profile or lawyer profile?
Google allows profiles for both firms and individual practitioners, but the rules depend on how your practice is set up:
- Solo lawyer practising under one name: one profile, for the firm.
- Firm with several lawyers: a profile for the firm, and individual lawyers who meet clients may have their own.
- More than one office: one profile per office where you meet clients during stated hours.
Avoid duplicate profiles for the same office. They split your reviews and can trigger a suspension.
Use your real firm name
Enter the name you use on your signage, letterhead and website. Do not add keywords or locations, such as “[Firm Name] Law – Best Houston Divorce Lawyer”. It is one of the most common reasons law firm profiles are suspended, and competitors can report it.
Address and service area
List the address where you meet clients. If you meet clients only at their homes, in court or online, set a service area and hide your address instead. Virtual offices and mailbox addresses are not allowed, and Google may ask for video verification of the office.
Choose categories carefully
Your primary category has the most influence on which searches you appear for. Pick the most specific one that fits, such as “Family law attorney”, “Personal injury attorney” or “Immigration attorney”, rather than the general “Lawyer” or “Law firm”. Add secondary categories only for areas you actually practise.
Fill in the rest of the profile
- Hours. Keep them accurate, including holidays.
- Phone. Use the same number that appears on your website.
- Website link. Link to your home page, or to the page for that office if you have several.
- Services. List your practice areas with a short, plain description of each.
- Description. Say who you help, with what, and where. Keep it factual.
- Photos. Your office entrance, reception and team help people recognise you when they arrive.
Reviews: ask, and reply with care
Ask clients for a review at the end of a matter, with a direct link from your profile. Follow your jurisdiction’s rules on testimonials, and never offer anything in exchange.
When you reply, remember that the reply is public. Do not confirm that the reviewer was a client or mention any detail of their matter, even when a review is unfair. A short, polite reply that invites them to contact the office is safer.
Keep everything consistent
Google compares your profile with your website and with legal directories. When the name, address and phone number match everywhere, Google is more confident about your firm. When they differ, for example after an office move, fix the old listings.
Common mistakes to avoid
- Keywords or city names added to the business name
- A virtual office or shared mailbox as the address
- Duplicate profiles for the same office
- A website link that points to a page that no longer exists
- Hours that say open when nobody answers the phone