Google Business Profile for lawyers and law firms

By · 2 min read · Updated

The short answer

Law firms should have a Google Business Profile for each office, and attorneys who meet clients can have their own practitioner profile. Choose the most specific category, like Personal injury attorney, not just Law firm. Ask clients for reviews where your state bar allows it, and never reveal case details in a reply, even to correct a bad review.

Firm and attorney profiles

  • One profile per staffed office, with the firm's real name.
  • Attorney profiles named "First Last, Attorney" or as they appear on the bar roll.
  • A solo practitioner with a branded firm gets one profile, "Firm: Attorney Name".

Replying to reviews

Confidentiality rules cover review replies. Don't confirm someone was a client or discuss their matter. "We take every concern seriously. Please call our office so we can talk" is safe. Several state bars have disciplined lawyers for revealing client information in replies.

Check your bar's advertising rules

Some states restrict testimonials, words like "specialist", or how results are described. Your profile's description and posts count as advertising.

Questions

Can a virtual law office have a profile?

Only if staff meet clients at that address during stated hours.

Should each practice area get its own profile?

No. Use categories and services on one profile per office.

Can I offer something for reviews?

No. Google bans incentives, and many bars do too.

About the author

, Founder

Jason has spent two decades building sites, search programs, and digital products for businesses. At Lehvel, he leads product and strategy.

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