For local legal searches, the map results often get the call before anyone reaches a website. Your Google Business Profile (GBP) is what appears there. This checklist covers what matters.

Key takeaways

  • Primary category and proximity carry the most weight. Choose the category carefully.
  • Reviews need to be steady and recent, and every one should get a response.
  • Each office needs its own accurate profile.
  • Track calls and clicks from the profile separately.

The checklist

Basics

  • Business name exactly as it appears in the real world. No added keywords.
  • Correct address or service area, phone and hours for each office.
  • Primary category that matches your main practice (for example Personal Injury Attorney), with relevant secondary categories.

Content

  • A plain-language description of who you help and where.
  • Services listed by practice area.
  • Photos of the office, team and exterior, updated regularly.
  • Posts on a consistent schedule.
  • Booking or consultation link pointing to a tracked page.

Reviews

  • A simple process for asking every satisfied client.
  • A response to every review, written with client confidentiality in mind. Never confirm someone was a client or reveal case details.
  • Follow your state bar's rules on testimonials and solicitation.

Tracking

  • A tracked phone number set as the primary number, with the main line as additional.
  • UTM parameters on the website and appointment links.
  • Monthly review of calls, website clicks and direction requests.

Common mistakes

  • Keyword-stuffed business names, which risk suspension
  • One profile for several offices
  • Listing a virtual office that does not meet Google's guidelines
  • Ignoring negative reviews
  • A profile that points to a homepage instead of the relevant practice page

Local visibility also feeds AI answers. See AI search visibility for law firms and medical practices and our SEO and local search service.

FAQ

What is the most important part of a law firm's Google Business Profile?

The primary category, accurate location information and a steady flow of genuine reviews.

How many reviews does a law firm need?

There is no fixed number. Aim to be competitive with the firms that appear in your map results, and keep reviews recent.

Can a lawyer respond to reviews?

Yes, but protect confidentiality. Keep responses general and do not disclose client information.

Does posting on GBP help rankings?

Posts mainly help conversion and show the profile is active. They support, not replace, the fundamentals.

Next step

We manage Google Business Profiles for law firms across Arizona, including Phoenix. See legal marketing or request a Growth Audit.