Law firms
Google Business Profile management for law firms
Almost nobody searches for a law firm. They search for the thing that has happened to them, in the language it now has to be handled in: a letter of dismissal with a date printed on it, a hearing already in the diary, a refusal from an immigration office, a debt that stopped being manageable in the spring. Then they choose between a name over a door and a person's name, which on the map are two listings living under two different sets of rules. A dedicated manager keeps both of them honest month after month, publishes nothing about your work that you have not confirmed in writing, and leaves every edit in your dashboard.
Management for one location from €49.75 per month
Discuss my profileThe request is free and creates no obligation; a manager replies within one business day.
How somebody picks a law firm on the map
The search almost never carries the name of a firm. It carries a situation, and often a language, and what comes back is a short row of pins that the reader then has to judge on evidence nobody in this trade is allowed to give them.
- The query is the problem in ordinary speech: what to do about a dismissal, how to divide a flat, whether a refusal can be appealed, how to register a company. A profile written in the vocabulary of the statute answers none of them.
- The language comes second, and in Warsaw or Kyiv it frequently comes first. Somebody scanning three listings for a firm that will take the matter in their own language will pick the one that says so and never call the other two.
- Firm or person. A recommendation arrives as a surname, and the reader then looks for that surname, so a firm whose people exist nowhere on the map loses the caller who was already sold.
- Whether this firm even takes the kind of work in question. Readers assume that a profile naming nothing takes everything, which is why the wrong calls arrive and the right ones go elsewhere.
- How a first consultation is arranged: paid or not, at the office or by video, by appointment or on the doorstep. That one answer decides whether a person travels at all, and it is the fact these profiles leave out more often than any other.
- Reviews, read differently here than anywhere else. The outcome is nobody's to promise, so the reader is looking at how the firm behaves in public rather than at what it achieved, and a practiced reader knows some of the angriest posts come from the other side of a matter.
- Then urgency sorts everything. A hearing next month and a phone call from a police station tonight are two different readers, and only one of them cares what the office hours say.
What goes out of date, and what turns into a professional problem
Two kinds of decay sit on these profiles side by side. One is ordinary: information that stopped being true. The other is not ordinary at all, because it puts a firm's own duty of confidence on a public page under the firm's own name.
- Areas nobody has confirmed for a year, including the one the partner who ran it took with them when they left, so the phone still rings for work no one in the building now does.
- Sentences about outcomes: a claim to win, a count of matters that went well, a description of the firm as the strongest in town. These are the first lines a professional body reads and the first ones a disappointed reader quotes back.
- A departed partner's surname still standing in the name on the map, competing with the sign on the door and with whatever the paperwork says the firm is called today.
- A reply that thanks somebody for their trust. It reads as courtesy and works as a confession: the firm has now confirmed in public that this person came to it, and the post above the reply says what about.
- Reviews from people who were never clients at all. The other side of a matter, the other parent, a creditor: they arrive with detail, they cannot be answered with detail, and nothing in the profile explains why the reply says so little.
- An address that is a registration address rather than a place where anybody is received, so a reader who takes the map at its word travels to a door with somebody else's plate on it.
- Photographs taken inside the office on a normal working day, with a file spine, a whiteboard or a screen legible in the frame, published by the firm itself in good faith.
The fields that carry a law firm's listing
The set is small and every item in it is a fact the firm has to stand behind, because in this trade the profile is read as a statement by a regulated business about its own competence. Nothing here is written from a conversation.
- Categories: the general one plus whichever area categories your country's directory actually offers, since the narrow area you are known for may simply not exist as a value in it.
- The areas of work as a services list, written the way a person in trouble names their own situation, with the kinds of work the firm turns away named beside them rather than left to be inferred.
- Languages, as an attribute where the category is given one and as plain sentences in the description and the questions area where it is not, tied to who is actually in the office to speak them.
- Titles and admissions exactly as the firm writes them and only from documents the firm sends. A title carries a different meaning in each country and is not ours to translate, shorten or explain on your behalf.
- Hours that describe when a call reaches a person, plus a separate answer about anything outside them, published only where somebody genuinely picks that number up.
- The first consultation as a published procedure: where it happens, whether it is paid, whether an appointment is needed, whether it can be held by video, and what to bring to it.
- Photographs of the building, the way in, the reception and a meeting room with a cleared table, plus the team where each person has agreed, and never a visitor, a file or a screen.
The month in a business whose work cannot be discussed
The routine has one unusual feature and everything else follows from it: the manager does the work without ever being told who came to the firm or why. Nothing in this list needs that information, and the moment a task seems to need it, the task goes back to you instead.
- The published areas are read against who is actually in the firm this month, and an area comes down in the month the person who ran it stops being there rather than a season later.
- Every public sentence touching an outcome is put back in front of the firm before it stands another month, and whatever nobody will now stand behind comes off the profile.
- The review queue is sorted before a word is drafted, and the first sort is not by rating: it is by whether a public reply is permitted here at all under your own professional rules.
- Replies go out in the wording agreed at the start, and the manager never asks who the author was, so no reply is ever built on a fact about a client.
- The languages on the profile are checked against the rota, because a language published by a firm whose only speaker of it has left is a promise the reception has to break by telephone.
- Court terms, holidays and the days the whole team is in session are entered as special hours before those dates arrive, so the profile stops showing an open office that nobody is sitting in.
- Photographs are read at full size before publication for anything legible on a desk, a wall or a monitor, and anything already published that shows a document is raised with you the day it is found.
Which listing answers, then the areas and languages, then the replies, then the consultation
This order is not a preference. Until it is settled which listing takes the call there is no point improving one of them, and until the areas are right the replies and the consultation are being written for the wrong reader.
- 1
Decide which listing exists and which one answers
A firm and a lawyer are two listings under two different rules, and at one address with one telephone they compete. Everything published under the firm's name and under each partner's name is written down, with who holds it and which number it carries. You decide which one takes the first call. Nothing on a person's own listing is touched without that person's agreement.
- 2
Publish the areas the firm confirms, in the words a client would type, with the languages beside them
One broad line invites every kind of enquiry and hides the work the firm is built on, and a list written in the language of the statute is invisible to the person living the problem. Each area is rewritten in ordinary speech, the work the firm turns away is named, and the languages go on the profile against the rota. You confirm which areas run this month and who runs them.
- 3
Handle the reputation without naming a client or a matter
The feed carries posts from the person the firm acted for and from the person on the other side, and neither can be answered with the matter. The wording is agreed first: an acknowledgement, an invitation to contact the office, nothing that establishes anybody was ever a client. You confirm whether a public reply is permitted at all, and Google alone decides what comes down.
- 4
Describe the first consultation exactly as the firm runs it
This is the step the profile is actually for, and it is the one most often left blank. Paid or free, at the office or by video, by appointment or not, and what to bring: each goes up in the firm's own words, and any link is walked to the screen where a meeting is genuinely arranged. You confirm the terms, and which link types exist for a legal category at all is Google's decision by country.
Tell us what the firm takes on, and in which languages
A few lines are enough: the areas you work in, the languages a first meeting can be held in, and how that meeting is arranged. The manager reads everything published under your name and your partners' names, says which sentences you would struggle to stand behind and which listing is answering your telephone, then proposes a package per address. Nothing is charged for that reading.
Discuss my profileReplies when the matter itself can never be mentioned
Every other trade answers a review by discussing what happened. Here that is the one thing a reply may not do, and the constraint holds for a furious post and a grateful one alike. So the wording is settled with the firm before the queue is opened, and the manager works to it rather than to instinct.
- A reply thanks the author for taking the time, acknowledges that they were unhappy or pleased, and stops. It does not confirm that they came to the firm, and it names no area, no court, no document, no date and no lawyer.
- Two very different authors write in this feed and both get the same discretion: the person the firm acted for, and the person on the other side of the same matter, who may be describing the firm's work accurately and was never its client.
- A warm post naming a lawyer and a result is answered without repeating either, because a reply that adopts a result turns it into a statement the firm has published about a matter it handled.
- A complaint about a fee, a call that was not returned or a document that arrived late is answered as office practice: the fact that the firm will look at it, and the number where it gets settled.
- Where a post is plainly spam, aimed at a different firm, or written by somebody who was never in contact at all, it is reported under Google's own rules, and Google alone decides whether it stays.
- Recurring themes are gathered for the report stripped of names and of anything that identifies a matter, so the firm can see the pattern without the profile ever having carried it.
Where a human has to step in
- Nothing published may establish that a person was a client, what they came about, who saw them or how it ended, not in order to correct an unfair account, and not on the grounds that the author put all of it in public first.
- Whether a public reply is permitted at all is decided by the professional rules the firm works under, not by us. Where those rules say nothing goes out, nothing goes out, and the post is recorded rather than answered.
- Where a review alleges negligence, demands money back or mentions a complaint to a professional body, the text and the date reach the firm on the day they are found and no reply is drafted until the firm has decided there should be one.
What a firm can publish when it cannot publish its work
The material that works here is procedural. It is the set of answers reception gives on the telephone all day, written down once and put where people are already looking, and the firm supplies every word of it.
- How a first meeting is arranged and what to bring to it, including what happens when the reader is not in the country and the meeting has to be held by video.
- An area the firm has started taking, or has stopped taking, described as what the firm does and never as what it achieves for anybody.
- A lawyer joining, with that person's own agreement, the title written exactly as the firm writes it, and nothing said about their record.
- The dates the office is closed, the days the whole team is in court, and how somebody leaves a message that will actually be picked up.
- A note that the firm handles matters that begin with a dated letter, and that anybody holding one should bring it to the meeting. The profile asks for the letter and says nothing whatever about what its date means, because that is the consultation and not a listing.
- Where the advertising of legal services is regulated where you work, and it usually is, the wording is whatever the firm confirms is permitted, and nothing appears that the firm could not put on its own letterhead.
One office, or a firm with several
One location
A small firm has a small surface and no slack in it: the areas, the languages, the number that reaches a person and the way a first meeting begins. The work is holding those four exactly true while people join and leave, and getting a fortnight of hearings onto the profile before it turns into a week of unanswered calls.
A network
Several offices means each address carries its own number, its own hours and its own stream of reviews, while the reply wording and the rule about what the firm may publish are settled once and hold everywhere. Alongside them sit the individual lawyers' own listings, which belong to those people and leave with them. Every address is a serviced location, any personal listing the manager takes on is one more, and it all arrives on a single invoice.
Where the manager stops and the firm decides
What the manager does
- Keeps the published areas matched to the people actually in the firm this month, and takes an area down when the person who ran it goes.
- Reads every public sentence touching an outcome back to the firm before it is allowed to stand another month.
- Answers reviews to the agreed wording without ever asking who the author was, so nothing in a reply rests on a fact about a client.
- Keeps the firm's listing and any individual lawyer's listing from claiming the same number, the same door and the same work.
What you confirm
- The areas the firm takes this month, who runs each of them, and the work it turns away at the first call.
- Titles, admissions, memberships and languages, with the document behind each and the exact wording the firm will stand behind.
- Whether a public reply to a review is permitted at all under your professional rules, and what happens to the post when it is not.
- How the first consultation really runs, and who, if anybody, takes a call once the office has closed for the night.
An example of a first month at a law firm
an example of the process, not a client result-
Week 1
Identity, before any field is touched. The manager finds everything published under the firm's name and under the partners' names, works out who holds each one, and often finds the oldest of them sitting in an account somebody opened back when the tool was called Google My Business. The reply wording and the rule about what the firm may publish are agreed at the same sitting.
-
Week 2
Areas and languages. The services list is rewritten as the work the firm confirms for this month, in the words a person uses for their own situation, with the work the firm turns away named beside it. The languages go on. Every sentence promising an outcome comes off, and what replaces it describes how the firm looks at a question first.
-
Week 3
The way in. The path from the profile to a first meeting is followed to the last screen it actually reaches, the hours are set to when somebody answers rather than when the office is nominally open, and the question of a call outside those hours is settled honestly in one direction or the other.
-
Week 4
Replies and the written month. The queue is worked to the agreed wording, anything alleging negligence goes to the firm unanswered, and the month closes with what changed, what nobody would confirm, and which listing under your name is still competing with the one you keep up.
An example of the order the work runs in, and nothing beyond that. It describes no firm and claims no result. Your own first month begins wherever the listings under your name happen to be, and it is shaped by how much your professional rules let a firm publish at all.
Checks the office can run on its own listing this week
- Search your own address and count what comes back. The firm, any partner's own listing, and whatever the firm that had these rooms before you left behind are all still on the map competing for the same call.
- Read your services list as somebody who was dismissed on Friday. If it does not carry the word they would type, they have no way to find you by it, and the profile is quietly inviting the enquiries you turn away instead.
- Open the languages field. Empty, while your reception speaks three, means the caller who needed one of them had no way to know and rang somebody else.
- Read your last few published replies out loud. Any of them that thanks a person for their trust, or mentions a court, a document or a result, has confirmed a client in public and will keep doing so for as long as the listing exists.
- Call your own published number from an outside line on a day everybody is at a hearing, and listen to exactly what a stranger gets.
- Open every photograph on the listing at full size and read what is on the desk, the wall and the monitor before somebody else does.
Risks and limits
- Nothing on the profile is legal advice and no question arriving at it is answered with any. What can be published is how the firm works and how a first meeting is arranged, and every question about a person's own situation is met with that and nothing more.
- What a firm may say about itself in public is decided by the professional rules where it works, not by us and not by Google: comparisons, anything touching an outcome, the way a title is written, and whether a review may be answered publicly at all.
- Titles, admissions, memberships and languages reach the profile only from documents the firm sends and stands behind, in the firm's own wording, and are never restated as a claim of ours about your people.
- Whether a booking link, a messaging channel or a language attribute exists for a legal category is settled by Google alone, category by category and country by country, so what a law firm is offered in Poland, in Ukraine and in the English speaking markets is not the same set of tools.
What is the same for every industry
The industry page above is about what changes from one business to the next. The part below is the same for a restaurant and a dental practice alike: the packages, the split of duties and the rules Google sets. It applies to the Google Business Profile, the listing many still call Google My Business.
How the packages work here
Each serviced location is on one of three packages. The package sets how often the profile is checked, how many posts, replies and edit bundles a month are included, and how fast the manager first responds. Prices are on the pricing page. See the prices Everything the team handles
Start
Basic, regular upkeep of a location.
€49.75 per serviced location per month
- Dedicated manager
- Monthly profile check
- 1 post or offer a month
- Up to 5 review replies a month
- 1 profile data edit bundle
- Basic monthly report
- Manager's first response: up to 3 business days
Growth
A location that needs regular development and content.
€87.25 per serviced location per month
- Dedicated manager
- 4 posts or offers a month
- Up to 15 review replies a month
- 2 profile data edit bundles
- Monthly optimization
- Snapshot of the competitive environment
- Content plan
- Extended monthly report
- Quarterly consultation
- Manager's first response: up to 2 business days
Pro
Priority, more intensive upkeep of a location.
€149.75 per serviced location per month
- Dedicated manager
- Weekly control of the profile
- 8 posts or offers a month
- Up to 40 review replies a month
- 4 profile data edit bundles
- Monthly optimization
- Snapshot of the competitive environment
- Content plan
- Promotions calendar
- Extended monthly report
- Monthly consultation
- Priority service
- Manager's first response: up to 1 business day
The manager proposes, you approve
The manager drafts every change, post and reply from your materials. Nothing is published, restored or billed without your yes; a flagged edit or a package switch waits for you.
Who does what, in every industry
What the manager does
- Checks the profile on the package cadence and keeps a written record of the agreed data.
- Prepares edit bundles, posts and offers from your materials and the agreed plan.
- Replies to reviews within the monthly limit, in the tone you set once at the start, and hands anything sensitive back to you the same day.
- Writes the monthly report and puts recommendations into the dashboard chat instead of acting on them alone.
What you confirm
- The facts only you know: current hours, prices, services, photos, who is on the team this month.
- The tone of replies, set once at the start, and the wording of anything escalated to you.
- The yes before a value someone else changed is restored and before a location moves between packages; nothing is charged without it.
What works the same way in every industry
- Ownership and access: the profile stays the property of the business. The manager works from the business's own account with manager rights, and the first step of the first month is confirming who owns the profile and who else still has access.
- Suspension: if Google suspends a profile, the manager looks for the likely cause, corrects the data to match the paperwork the business holds and files the request to reinstate. Timing and the decision stay with Google.
- Duplicates: a second profile at the same address, or an old one left after a move, is reported to Google with the evidence. What stays and what merges is agreed with you before anything is sent.
- Measuring: the links in the profile carry tagging, so calls, directions and website visits that start on the profile can be told apart from other sources in your analytics.
- Questions and answers: questions people post on the profile are answered from the facts you confirmed, and the ones that keep coming are written into the profile ahead of time.
Google's rules that apply to every profile
- Local ranking is Google's own weighing of relevance, distance and prominence. No service can buy a position or promise a place in the results.
- Verification, eligibility and which categories exist are Google's rules and differ by country.
- Photos and reviews left by other people cannot be deleted by us. Where they break Google's rules they can be reported, and Google decides.
- Booking, ordering or delivery features are connected only when you already run them with a provider Google supports in your country.
- The number of posts, replies and edit bundles per month is fixed by the package; what is unused in a month does not carry over.
Reviews: the same policy everywhere
- We do not ask only happy customers for reviews, do not offer anything in exchange for one and do not remove reviews; only Google can.
- We do not promise a rating, a position in the results or more customers. We promise the agreed process, every month.
What the team handles for this industry
The rest of the local SEO work
This page is about the profile: what a manager keeps correct on the map every month. Local search also depends on the website itself, on citations and on the pages a customer lands on after the map. Those we handle separately, and the audit tells you which of them is actually holding you back.
Seven doors into the same firm
The listing work changes with the door the reader came through, because each door brings its own clock and its own need for discretion.
Immigration law firms
The reader is often outside the country, reading in a second language, holding a letter with a date printed on it. Languages and a first meeting held by video matter more here than the street, and the profile says which countries' documents the firm actually handles rather than implying an outcome for any of them.
Discuss this kind of business →Family law firms
Discretion decides everything and a hearing date sets the pace. The first contact has to be easy to make quietly, from a phone somebody else may pick up, and the feed carries posts written by the other parent, answered in wording that names neither the matter nor a person.
Discuss this kind of business →Criminal defense law firms
The call comes from a police station, usually from a relative rather than from the person being held. The listing says whether the firm takes a call outside office hours, and it says so only where somebody genuinely picks that number up, because a promise nobody staffs is worse than plain office hours.
Discuss this kind of business →Personal injury and compensation law firms
Somebody is reading this from a hospital corridor, or on behalf of a person who cannot read anything yet. The profile keeps the first step plain: what happens at a first meeting and what to bring. Any wording about a fee payable only on an outcome goes up exactly as the firm states it, and only where the rules where the firm works allow it to be published at all.
Discuss this kind of business →Business and corporate law firms
The client is a company and the reader is an owner or the person who runs the office, checking a firm before an introduction rather than finding it cold. Office hours, the reception, a room where something can be signed and the way a continuing arrangement begins carry more weight here than any urgency does.
Discuss this kind of business →Employment law firms
Somebody is counting days from the letter in their hand, so the profile answers the two things they need before anything else: how soon the firm can see them, and what to bring to that meeting. What it never does is tell them what their own date means, because that is the consultation and not a listing.
Discuss this kind of business →Bankruptcy and restructuring law firms
Debt arrives with shame attached, and the reader wants to know what a first meeting is like before giving anybody a name. The profile describes the meeting, the discretion around it and who will be in the room, and the replies here are the most careful on this page, since confirming that a person came at all says what they came about.
Discuss this kind of business →Frequently asked questions
How do we show what the firm practices without promising to win a case? +
How do we answer a review without revealing what somebody came to us about? +
The firm has a listing and so does one of our partners. Which one should exist? +
A review came from the other side of a matter, written by somebody who was never a client of the firm. What can be done? +
Can we publish that the first consultation is free? +
Can you publish our titles and the courts we appear before? +
We take calls at night when somebody is held at a police station. Can the profile say that? +
Enquiries keep arriving for work we do not take. What actually changes on the profile? +
We already pay a great deal for advertising on these words. Does this replace it? +
A neighboring industry, and what is different there
A listing that says what the firm takes on and never says who walked through the door
Send us the firm for a profile read. A dedicated manager answers within one business day: the sentences that have to come off, the listings under your name that compete with one another, and a package proposed for each address.
Discuss my profile