Google Business Profile for law firms
Google Business Profile for Lawyers built for the map pack and the bar rules
When someone searches “divorce lawyer near me” or “car accident attorney”, the map pack decides which three firms get the call. I set up and protect your firm’s Business Profile — categories, attorney listings, reviews — within Google’s guidelines and your bar’s advertising rules.
- One firm per city
- The founder does the work
- 90-day money-back guarantee
Free law firm profile tear-down
Send your website. I’ll check your firm’s categories, attorney listings and reviews against the three firms above you — within 24 hours.
Prefer to talk? Book 30 min →Proof, not promises
The same Business Profile work, for local businesses
There is no published law firm case study on this site yet. These are local service businesses whose Business Profile and website work is the same work I do for firms.
The problem
Why your firm isn’t in the map pack
Six things a managing partner can check on the firm’s profile today. Some cost you calls; some put the profile at risk of suspension.
“Law firm” as the primary category
Check: Is your primary category the generic “Law firm” — or your main practice, such as “Personal injury attorney” or “Family law attorney”?
The specific category is what makes the profile eligible for “car accident lawyer near me”. Generic categories lose those searches.
Attorney profiles that compete with the firm
Check: Search each attorney’s name. Does a separate profile appear with its own reviews and a different phone number?
Duplicate or badly set up attorney listings split reviews and confuse Google about which listing to show.
A satellite office nobody staffs
Check: Does every office on Google have staff there during the hours listed — or is one a virtual or shared address?
Google’s guidelines don’t allow unstaffed virtual offices. It is one of the most common reasons law firm profiles are suspended.
Few recent reviews
Check: Count reviews from the last 90 days against the three firms above you for your main practice search.
Recency moves the map pack — and a prospective client reading two-year-old reviews calls the firm with last month’s.
Replies that reveal too much
Check: Read your replies to negative reviews. Do any mention the client’s case, outcome or circumstances?
ABA Formal Opinion 496 warns that a reply disclosing anything about the representation can breach confidentiality.
Keyword-stuffed competitors above you
Check: Look at the firms in your map pack. Is a name like “Smith Law – Car Accident Lawyer Houston” on their sign?
Names stuffed with keywords break Google’s guidelines and can be reported. Leaving them there costs you a place in the top three.
What’s included
What law firm Business Profile work covers
Everything inside Google’s guidelines and your state’s advertising rules. Nothing that wins a month and risks a suspension or a bar complaint.
Practice-area categories
Practice areas as services
Attorney listings
Review routine inside bar rules
Suspension & edit protection
Spam competitor reporting
The audit
I compare your firm with the three firms above you
Google says local results are “mainly based on relevance, distance, and popularity.” You can’t move your office, so the work goes into relevance — categories, practice areas, pages — and prominence: reviews, directories and mentions.
Each practice area and each city gets checked separately, because each is a different search.
Run the free 40-check law firm auditWhat I check
- Primary and secondary categories against the top three for your main practice
- Every practice area listed as a service and linked to its page
- Attorney listings: duplicates, phone numbers and review splits
- Each office staffed at the hours shown — no virtual addresses
- Firm name exactly as on your sign and letterhead
- Review count, recency and replies checked for confidentiality
- Consultation booking link and phone tracking
- Calls, direction requests and website clicks from the Performance report
Reviews & ethics
Reviews that grow without risking a bar complaint
Reviews move the map pack, but law firms answer to rules a plumber doesn’t. These are the lines the review routine stays inside.
Asking is usually allowed
No gifts for reviews
Replies that protect confidentiality
Profile + practice-area pages
The profile ranks as well as the pages behind it
Google reads your website to decide how relevant the profile is. Each practice area listed on the profile needs a page on your site that answers what a prospective client asks — written to YMYL and bar-advertising standards.
Local service business · not a law firm
Markets
Law firm SEO in the cities I already cover
Highlighted states have law firm city pages on this site — markets covered, not clients. Not on the map? The tear-down works for any US city.
Law firm SEO city pages
Arizona
Tempe, Scottsdale
See the city pages →Law firm SEO city pages
Kansas
Kansas City, Wichita, Shawnee, Lenexa, Manhattan
See the city pages →Law firm SEO city pages
Louisiana
Shreveport
See the city pages →Law firm SEO city pages
Michigan
Detroit, Grand Rapids
See the city pages →Law firm SEO city pages
Ohio
Cleveland
See the city pages →Law firm SEO city pages
Texas
Sugar Land, Denton, Katy, The Woodlands
See the city pages →
How it works
From free tear-down to a profile that brings consultations
01
Day 1
Free profile tear-down
Your firm’s profile and website in, a written look back within 24 hours: categories, attorney listings, reviews and the firms above you.
02
Week 1
Profile fixed
Categories, practice areas, offices, hours and attorney listings set within Google’s guidelines.
03
Weeks 2–4
Site & directories aligned
Practice-area pages, legal directories and the profile made to agree; the review routine running.
04
Every Monday
Report
Calls, direction requests and website clicks from the profile — what moved and what is next.
Why choose SearchPrex
One firm per city, one person doing the work
You work with the person who edits your firm’s profile. Every change is explained, kept within Google’s guidelines and your state’s rules, and you stay the owner of the profile.
- Market exclusivity: one firm per city and practice area
- Nothing that risks a suspension or a bar complaint
- You stay the owner of your profile; I work as a manager
- A plain-English report every Monday
- Month to month, no long contract
Business Profile + law firm SEO
$1,200 – $2,500 / month
Solo to multi-partner firms: Practice-area pages · E-E-A-T content · Local pack targeting
Business Profile work is part of the law firm SEO plan. Where a firm lands in the range depends on how many practice areas and cities it covers.
Full pricing90-day money-back guarantee
If you don't see measurable progress within 90 days, I either keep working at no extra cost until you do, or refund what you paid for those 90 days.
Mubashar Sharif
Verified SEO expertFounder · 5+ years · Semrush & HubSpot certified
“I won’t show you a cleaning company’s result and let the layout imply it was a law firm. What I can show you is the work, done within Google’s rules and your bar’s, and a free tear-down of your own firm before you pay anything.”
- Semrush certified
- HubSpot certified
Keep reading
Business Profile and law firm guides
Google Business Profile suspended?
Get more calls from your profile
Law firm SEO audit checklist
GBP optimization for local businesses
FAQ
Law firm Google Business Profile questions, answered
How do law firms rank in the Google Maps pack?
Google says local results are “mainly based on relevance, distance, and popularity.” For a law firm that means the right practice-area category, practice areas listed as services, a website with a page for each practice and city, consistent firm details across legal directories, and a steady flow of genuine client reviews. Distance to the searcher you cannot change.
Can lawyers ask clients for Google reviews?
In many states, yes — but the rules vary, so check your state bar. New York’s ethics committee (Opinion 1286, 2025) says a lawyer may ask a former client for a Google review, provided the lawyer doesn’t write it for them. Google’s own policy bans offering anything in exchange for a review, so it is safest never to offer a gift or discount, even where a bar would allow a small one.
Do you have law firm Business Profile results?
Not yet. SearchPrex has not completed a law firm engagement, so no legal result is published. The same Business Profile and local work has local service businesses named in Google’s AI Overviews and ranking #1 organically — shown on this page and labelled as not law firms.
How should a lawyer respond to a negative Google review?
Carefully, or not at all. ABA Formal Opinion 496 says a reply must not disclose information relating to the client’s representation. A short, polite response inviting the reviewer to get in touch privately — with no details about the matter — is the safe pattern.
Should each attorney have their own Google Business Profile?
It depends on how the firm presents itself. Google’s guidelines allow individual practitioners a profile, but duplicates and attorney listings with the firm’s main number can split reviews and calls. The tear-down checks what you have now and whether to keep, merge or set up attorney profiles.
Can I list an office address I don’t staff?
No. Google’s guidelines require the location to be staffed during the business hours shown; virtual offices and unstaffed shared spaces aren’t eligible, and using one is a common cause of suspension. If you serve an area without an office there, a city page on your website is the safer way to reach it.
How much does law firm Google Business Profile work cost?
It is part of law firm SEO, which runs $1,200 – $2,500 a month depending on how many practice areas and cities the plan covers. It starts with a free tear-down, it is month to month, and it is one firm per city and practice area.
How long does it take a law firm to rank higher on Google Maps?
Category and service fixes can change which searches the profile shows for within weeks. Moving up against established firms in a competitive city takes longer, and nobody can honestly promise a position or a date. The free tear-down gives a realistic read for your market.
Can I post case results on my Business Profile?
Check your state’s advertising rules first: many require a disclaimer that past results don’t guarantee future outcomes, and some restrict how results are presented. Practice-area guides, firm news and community work are safer posts.
What can I do about competitors with fake or keyword-stuffed listings?
Suggest an edit to the listing in Google Maps, and for a pattern of violations use Google’s Business Redressal Complaint Form with screenshots. It takes evidence and patience, but a removed spam listing frees a place in the map pack.
Do you work with competing firms in my city?
No. One firm per city and practice area, so I am never ranking you against another client.
Send me your website. I’ll show you why other firms get the map pack calls.
Two fields. A written look at your firm’s profile and the three firms above you — from me, within 24 hours.
Or book a 30-min call