For many local searches, your Google Business Profile appears before your website does. A complete, accurate profile helps people choose you and helps Google understand where and how you practice. Use this checklist.
The basics
- Claim and verify the profile so only you control it.
- Use your real business name, exactly as it appears on your signage and website. Adding keywords to the name can get the profile suspended.
- Match your address and phone number to your website. If you serve clients by appointment or at other locations, set the service area correctly and follow Google’s rules about hiding or showing the address.
- Set accurate hours, and update them for holidays. If you take after-hours calls, say so.
Categories and services
- Choose the primary category that best describes your main work, for example “Criminal justice attorney” or “Divorce lawyer,” and add a few secondary categories that are true.
- List each service you really offer, with a short plain description.
Links and contact
- Link the website button to the most relevant page, not always the home page.
- Add an appointment link if you take bookings.
- Make sure the phone number works and is answered or returned quickly.
Photos and video
- Add real photos: the front of the office, the entrance, the reception area, and professional photos of the attorneys.
- Add short clips if you have video. Avoid stock images.
- Replace old photos when the office or team changes.
Reviews
- Ask for reviews through a steady, ethical process. See how lawyers can get more Google reviews.
- Reply to every review, and never reveal confidential details in a reply.
Keep it alive
- Post updates now and then: new articles, videos, or office news.
- Check the questions-and-answers section and any suggested edits regularly. Others can propose changes to your profile.
- Review your profile’s performance monthly: searches, calls, direction requests and website clicks.
Common mistakes
- Keyword-stuffed names, extra fake locations or virtual offices. These violate Google’s guidelines and can get a profile suspended.
- Inconsistent details across your website and directories.
- Ignoring negative reviews or answering defensively.
Our Google Business Profile and reviews service covers set-up, clean-up and ongoing care.
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