Google Business Profile for Law Firms: 23 Checks Before They Call

The Google Business profile audit

Your Google Business profile is often the first thing a potential client sees before they reach your website. Work through each check and tick what your profile already gets right.

• A. Basics: Can people reach you easily?

• 01 Firm name is correct and matches your website No outdated DBA, abbreviations, or extra keywords stuffed into the name.
• 02 Address is accurate and matches your website and other listings Same street, suite, and city everywhere clients might look.
• 03 Phone number is correct and click-to-call on mobile Test it from your phone. Wrong numbers cost you consults.
• 04 Website URL is correct The link goes to your live firm site, not an old domain or landing page.
• 05 Hours are up to date Regular hours plus holidays or special closures reflect reality.

• B. Categories and description: Do you show up for the right work?

• 06 Primary category reflects your main practice area For example, "Family Law Attorney," "Estate Planning Attorney," or "Business Attorney," not a vague catch-all.
• 07 Additional categories are relevant, not random Extra categories support what you actually do, not every type of law you have ever touched.
• 08 Business description is written in plain English A non-lawyer can understand who you help and what you do.
• 09 Description mentions your key practice focus The main areas of law you want more of are named clearly.
• 10 Description mentions your city or region Local clients can tell you serve their area.
• 11 Description mentions the kinds of clients you serve Families, small businesses, individuals, or another clear audience.

• C. Photos: Do you look current and real?

• 12 At least one clear photo of your office exterior or interior Helps people recognize the firm when they arrive or trust that you are real.
• 13 At least one photo includes real people or your space, not only stock imagery Team, lobby, or conference room beats another generic gavel photo.
• 14 Logo image is uploaded and not blurry Crisp branding on the profile that matches your site.
• 15 No obviously outdated photos Old logo, old location, or people no longer at the firm are removed or replaced.

• D. Reviews: Are you building quiet trust?

• 16 You have at least a few recent reviews from the last 6–12 months A profile with only years-old reviews looks inactive.
• 17 Reviews mention the kinds of matters you want more of The review mix aligns with the work you are trying to grow.
• 18 You have a simple, ethical process to ask happy clients for reviews Not pressure, not incentives that violate bar rules, just a clear ask at the right moment.
• 19 You reply to most reviews, even briefly Thank-yous and thoughtful responses to concerns show the firm is engaged.
• 20 Unaddressed negative reviews are not sitting unanswered A calm, professional response is better than silence.

• E. Activity: Does your profile look alive, not abandoned?

• 21 You have posted at least one update in the last 60–90 days News, short FAQ, office update, resource, or similar.
• 22 Old time-bound posts are not confusing now Expired events or outdated offers are removed or clarified.
• 23 Services or practice areas section is filled out simply and accurately If Google offers this for your category, it reflects what you actually do.