Law firms
Your law firm on Google Maps: practice areas, languages and how a first meeting works
We keep your firm's Business Profile current: practice areas, languages and how to book a first consultation. Posts and review replies follow the rules your firm has approved and never disclose a client's matter. The firm's listing and individual lawyers' listings are kept apart, and every edit is logged in your dashboard.
One location from €75 a month
Discuss my profileThe request is free and creates no obligation; a manager replies within one business day.
Which listing answers, areas and languages, replies, the first consultation
This is the usual order, and the manager adjusts it to where your listings stand today. Each step ends with wording the firm confirms before anything goes live.
- 1
Decide which listing takes the call
A firm and a lawyer can each hold a listing, and at one address with one number they compete. The manager lists every listing under the firm's name and the partners' names, with who holds it and which number it carries. You decide which one takes the first call. A lawyer's own listing changes only with that lawyer's agreement.
- 2
Practice areas in the words clients use, with languages
Each area the firm confirms is rewritten in ordinary speech, the work the firm turns away is named beside it, and languages go on to match who in the office speaks them. You confirm the areas open this month and the person responsible for each.
- 3
Replies that name no client and no matter
The reply wording is agreed first: an acknowledgement and an invitation to contact the office, nothing that shows anybody was ever a client. You confirm whether your professional rules allow a public reply at all. The manager drafts, you approve, and only Google decides what comes down.
- 4
The first consultation as the firm runs it
Paid or free, at the office or by video, with or without an appointment, and what to bring: each goes up in the firm's own words. Any booking link is followed to the page where a meeting is arranged. You confirm the terms; which link types a legal category gets is Google's decision by country.
Send the practice areas, the languages and the partners' surnames
Send the profile link and the surnames of the partners, because the manager searches under those names too. Add the practice areas and languages the firm works in. What comes back is the list of listings found under those names, the sentences you would find hard to stand behind, and which listing is answering your phone.
Discuss my profileHow someone with a problem and a language picks a law firm
People rarely search for a law firm by name. They search for their problem, often in a particular language, and compare a few results.
- The query describes the problem in plain words: a dismissal, dividing a flat, appealing a refusal, registering a company. A profile written in legal terms matches none of them.
- Language often matters as much as the practice area. Someone comparing three listings for a firm that works in their language picks the one that says so.
- Firm or person: a recommendation usually comes as a surname, so a firm whose lawyers cannot be found on the map loses callers who were already recommended to it.
- Whether the firm takes this kind of work at all. Readers assume that a profile naming nothing takes everything.
- How a first consultation works: paid or free, at the office or by video, by appointment or not. It decides whether a person gets in touch at all, and profiles leave it out more often than anything else.
- Reviews are read for how the firm behaves in public, since no outcome can be promised. Experienced readers know that some angry reviews come from the other side of a matter.
- Urgency separates readers: someone with a hearing next month checks office hours, while someone whose relative was detained tonight needs to know whether anyone answers after hours.
What goes out of date, and what turns into a professional problem
Two kinds of problem appear on these profiles: information that is out of date, and public text that puts client confidentiality at risk.
- Practice areas nobody has confirmed for a year, including one that left with a departed partner, so calls still come for work nobody at the firm now does.
- Claims about outcomes: winning, the number of successful cases, being the strongest firm in town. Where professional rules limit such claims, a profile is held to them too, and disappointed clients read these first.
- A departed partner's surname still in the name on the map, different from the sign on the door and from the firm's registered name.
- A reply thanking someone for their trust. It confirms in public that this person came to the firm, and the review above it says what about.
- Reviews from people who were never clients: the other side of a matter, the other parent, a creditor. They contain detail, cannot be answered with detail, and the short reply can look evasive.
- A registered address where nobody receives visitors, so someone following the map arrives at a door with another company's plate on it.
- Office photos with a file spine, a whiteboard or a screen readable in the frame, published by the firm itself.
Fields where a regulated firm speaks about itself
There are few fields, and each is a statement by a regulated business about itself, so each is filled only from what the firm confirms.
- Categories: the general one plus the practice categories your country's list actually offers. The narrow area you are known for may not exist as a category.
- Practice areas as a services list, in the words clients use for their situation, with the work the firm does not take named beside them.
- Languages, as an attribute where the category has one and otherwise in the description, the services and the posts, always matched to who in the office actually speaks them.
- Titles and admissions exactly as the firm writes them, and only from documents the firm sends. A title can mean different things in different countries, so we do not translate or explain it.
- Hours when a call reaches a person, and a separate note about contact outside those hours only where someone really answers.
- The first consultation as a published procedure: where it takes place, whether it is paid, whether an appointment is needed, whether video is possible and what to bring.
- Photos of the building, the entrance, reception and a meeting room with a clear table, plus team members who have agreed, never a visitor, a file or a screen.
A month of upkeep done without knowing who the clients are
The manager does this work without knowing who the firm's clients are or why they came. If a task seems to need that information, it goes back to the firm.
- Published practice areas are checked against who is in the firm this month, and an area comes down when the person who ran it leaves.
- Every public sentence that touches outcomes is put back to the firm for confirmation, and whatever nobody will stand behind is removed.
- Reviews are sorted before any draft is written, first by whether your professional rules allow a public reply at all.
- Replies use the wording agreed when the work began, and the manager never asks who the author was.
- Languages on the profile are checked against the rota, because a language nobody in the office now speaks is a promise reception cannot keep.
- Court terms, holidays and days when the whole team is in court go in as special hours before those dates.
- Photos are checked at full size for anything readable on a desk, a wall or a monitor, and any published photo that shows a document goes to you first.
What Google's own rules ask of a law firm's listing
Five actions in the profile, each tied to a rule or a mechanism described in Google's help pages, and each one a firm with partners, lawyers and public replies meets in its own way.
- 1
The name on the profile is the name on the door
Google asks for the name the firm uses on its sign, stationery and website. A practice area or a city added to it counts as unnecessary information in the name, which Google says can lead to suspension, and a legal ending such as LLP stays out unless signage, cards or invoices show it consistently. The practice area belongs in the categories and services and the city in the address.
Google's help on this: Guidelines for representing your business on Google
- 2
Test each partner's own listing against the shared address
Google lets several eligible businesses share an address when they are distinct, with different names and visible differences in signage, and it counts individual practitioners at a shared location among them. Where they are not distinct, the same address is one of the reasons Google marks a profile as a duplicate, and a profile that Google treats as a duplicate drops out of Search and Maps. For each partner's listing the manager asks whether the lawyer receives clients in person under a name of their own, and brings the answer to the partners.
Google's help on this: Resolve duplicate profiles & ownership issues
- 3
Point the consultation link at a page that asks for no case facts
The profile can carry up to ten links per category, and one of them can be marked as the preferred link. The appointment link should open a page that arranges a meeting: a name, a way to reach the person, a time. It should not ask what the matter is about, because the link is public and the form is the first place a stranger types a story. A booking link added by a provider the firm no longer uses can be removed from the profile, and the provider has five days to remove it once asked.
Google's help on this: Manage your local business links
- 4
Write each reply for the other side's reader too
A reply is public under the review, appears as the firm's and not as a named person's, and the author is notified when it is posted. The author can then rewrite the review after reading it, so a reply that argues invites a longer and more detailed version. Google also checks each reply against its content policies and asks for an edit when one is not approved.
Google's help on this: Manage customer reviews
- 5
Keep ownership with the firm, not with one partner's account
A profile owned by one lawyer's personal Google account is hard to recover when that lawyer leaves. Google can revoke ownership for reasons that include the owner not having signed in for a long time, and getting a profile back means requesting ownership from whoever holds it now. The firm names its owner account, and the manager is added as a manager with the owner's consent.
Google's help on this: Business eligibility and ownership guidelines
Replies when the matter itself can never be mentioned
In most trades a reply discusses what happened. Here that is exactly what a reply should not do, for a furious review and a grateful one alike, so the wording is agreed with the firm before any reply is written. The manager drafts, the firm approves, the manager publishes; short replies to routine reviews can go out on a template agreed in advance.
- A reply thanks the author and acknowledges that they were unhappy or satisfied. It does not confirm they were a client and names no area, court, document, date or lawyer.
- Two kinds of author write here and both get the same discretion: the firm's client, and the person on the other side, who may describe the firm's work accurately without ever having been its client.
- A warm review naming a lawyer and a result is answered without repeating either, because repeating a result turns it into the firm's own public statement.
- A complaint about a fee, an unreturned call or a late document is answered as office practice: the firm will look into it, and here is the number where it gets settled.
- A review that breaks a specific Google rule (spam, a review meant for another firm, a review from someone who never had any contact) is reported under that rule.
- Recurring themes go into the report without names or anything that identifies a matter.
Where a human has to step in
- Nothing published may confirm that someone was a client, what they came about, who saw them or how it ended, even to correct an unfair account and even if the author made it all public first.
- Whether a public reply is allowed at all is decided by the professional rules the firm works under, not by us. Where the rules say no, the review is recorded and not answered.
- Reviews alleging negligence, demanding money back or mentioning a complaint to a professional body go to the firm first, and no reply is drafted until the firm decides there should be one.
Every reply drafted to the wording the firm agreed
The manager writes replies that confirm no client and name no matter, and sends anything about negligence to the partners before it is published. Nobody at the firm has to draft a public answer.
What a firm can publish when it cannot publish its work
Useful posts here are procedural: the answers reception gives on the phone every day, written down once. The firm supplies or approves every word, and no post replaces a consultation.
- How a first meeting is arranged and what to bring, including a video meeting for someone who is abroad.
- A practice area the firm has started or stopped taking, described as work the firm does, never as results.
- A new lawyer, with their consent, the title written exactly as the firm writes it, and nothing about their record.
- Office closures, days when the whole team is in court, and how to leave a message that will be picked up.
- A note that anyone holding a dated letter should bring it to the first meeting. The post asks for the letter and says nothing about what the date means.
- Where the advertising of legal services is regulated, the wording is whatever the firm confirms is permitted, and nothing it would not put on its own letterhead.
A small firm, several offices, and lawyers with listings of their own
One location
A small firm has four things to keep accurate: practice areas, languages, the number that reaches a person, and how a first meeting is booked. The work is keeping them right as people join and leave, and entering court weeks as special hours in advance.
A network
With several offices, each address has its own number, hours and reviews, while the reply wording and the rules on what the firm may publish are agreed once for all of them. Individual lawyers' listings belong to those lawyers and leave with them. A lawyer's listing is taken on only with that lawyer's agreement, and it counts as one more serviced location on its own package, as each office address does.
What the partners confirm and what the manager keeps current
What the manager does
- Keeps the list of areas, the languages and the first-meeting terms in line with the partners' latest confirmation, and takes an area down on the day the person who ran it leaves.
- Drafts review replies to the agreed wording without asking who the author was.
- Reports reviews that break a specific Google rule, and passes anything about negligence or a professional complaint to the firm first.
- 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.
The first month: every listing found, then areas, then the first meeting
an example of the process, not a client result-
Week 1
Identity first. The manager finds every listing under the firm's name and the partners' names and who holds each one; the oldest often sits in an account nobody at the firm remembers opening. The reply wording and the rule on what the firm may publish are agreed at the same time.
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Week 2
Areas and languages. The services list is rewritten as the work the firm confirms for this month, in the words clients use, with the work it does not take named beside it. Languages go on. Every sentence promising an outcome comes off.
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Week 3
The way in. The path from the profile to a first meeting is followed to the last screen, hours are set to when someone answers, and contact outside those hours is either confirmed or left out.
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Week 4
Replies and the report. Reviews are answered to the agreed wording, anything alleging negligence goes to the firm unanswered, and the report lists what changed, what nobody would confirm and which listing under your name still competes with the main one.
An example of the sequence at a firm, not a result and not a real firm's record. How your own month goes depends on the listings found under your names and on what your professional rules let you publish.
What the firm's listing says to a stranger: a reception-desk review
- Search your own address and count the results: the firm, any partner's own listing, and whatever a previous tenant left behind may all be competing for the same call.
- Read your services list as someone who was dismissed on Friday would. If it lacks the word they would type, they cannot find you by it.
- Open the languages field. If it is empty while reception speaks three, callers who needed one of them had no way to know.
- Read your last few replies aloud. Any that thanks a person for their trust or mentions a court, a document or a result has confirmed a client in public.
- Ask someone who speaks one of your listed languages to ring the number and ask for a first meeting in that language. If reception cannot take the call in it, the languages field promises more than the office delivers.
- Open every photo at full size and read what is on the desk, the wall and the monitor.
The reception desk review, done for you
Send the profile link and the partners' surnames. The manager runs these checks across every listing under the firm's name, corrects what the documents support and gives the partners a short list of decisions.
What the profile never says: advice, outcomes, clients
- Nothing on the profile is legal advice. Questions about a person's own situation are answered only with how the firm works and how to book a first meeting.
- What a firm may say about itself in public (comparisons, outcomes, how a title is written, whether reviews may be answered) is set by the professional rules where it practices, not by us and not by Google.
- Titles, admissions, memberships and languages come only from documents the firm sends, in its own wording, and are never restated as our claim about your people.
- Whether a booking link, messaging or a language attribute exists for a legal category is Google's decision, by category and country, so the tools can differ from one country to another.
Google's own help for this kind of business
Each link opens an article of Google Business Profile Help, in this page's language where Google offers one. The line under it says why it matters here.
- Guidelines for representing your business on Google
The rules for the business name, for a virtual office or a shared workspace address, and for individual practitioners and their listings are all in this one article.
- Business eligibility and ownership guidelines
A business must meet clients in person during its stated hours, and the article also covers who may manage a profile for the firm and what happens to ownership.
- Resolve duplicate profiles & ownership issues
When a firm and a partner hold listings at one address, it explains when Google treats one as a duplicate and how a merge is requested.
- Manage your local business links
The appointment link, the preferred link and the removal of a provider's link are all managed here.
- Manage customer reviews
Replies are public, the author is notified, and Google checks each reply before it appears.
- Report inappropriate reviews on your Business Profile
It says which reviews can be reported and that disagreeing with a review is not a reason, which matters for a review written from the other side of a matter.
- Fix suspended or disabled profiles
If Google suspends the profile over a name or an address, the appeal can carry documents, and their name and address should match the profile.
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 location we service is on one of three packages. The package sets how many posts and review replies a month are included, how the profile details are updated, and whether the monthly optimization, the catalog of goods and services and the advertising are included. Prices are on the pricing page. See the prices Everything the team handles
Start
Profile upkeep
€75 per Google location per month · without VAT
- 4 posts or offers a month
- Up to 50 review replies a month
- 3 requests to update the profile details
- Photo updates
- Review QR code
- Basic monthly report
- Manager's first reply: up to 2 business days
Business
Profile development
€149 per Google location per month · without VAT
- 24 posts or offers a month
- Up to 200 review replies a month
- Regular updates to the profile details
- Monthly optimization and SEO of the profile
- Goods and services added gradually
- Content plan and competitor analysis
- Extended monthly report
- Quarterly consultation
- Manager's first reply: up to 1 business day
Pro
Profile development and advertising
€249 per Google location per month · without VAT
- Everything in Business
- 24 posts or offers and up to 200 review replies a month
- Initial setup and launch of Google Ads
- Ad copy and images prepared
- Advertising in one language
- Campaigns run and optimized every month
- Extended report with the advertising work and plan
- Manager's first reply: 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 regularly and keeps a written record of the agreed data.
- Prepares the updates to the profile details, the posts and the 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. This is part of every package. 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: when you agree to it, the website link in the profile gets tagging, so visits that start on the profile show up separately in your analytics. Calls and direction requests are counted in Google's own profile statistics, and only you know which of them became a customer.
- Recurring customer questions: the answers are written into the profile's own fields and updates, worded as you confirmed. Google turned off the questions and answers API for Business Profiles on 3 November 2025 while it reworks the feature, so this part of the work does not rely on that section.
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 and review replies per month is fixed by the package, and what is unused in a month does not carry over. On Start the profile details are updated on agreed requests, on Business and Pro regularly, as the business changes.
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: Google takes down a review that breaks its rules, and the author can delete their own.
- We do not promise a rating, a position in the results or more customers. We promise the agreed process, every month.
Sources for Google's rules
- Tips to improve your local ranking on Google
- Guidelines for representing your business on Google
- Manage your business category
- Report inappropriate reviews on your Business Profile
- Manage your local business links
- Prohibited & restricted content (Maps User Generated Content Policy)
We last checked the Google rules on this page against Google's Help pages in September 2026.
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 express review points to which of them is actually holding you back.
Hand the firm's listings to a manager and keep the partners on client work
Practice areas, languages, first meeting terms, duplicate listings and replies are set up from what the partners confirm in writing. The manager keeps them current every month and brings each change to the firm for sign-off.
Seven practice areas and what changes for each
The listing work changes with the practice area, because each brings its own urgency and its own need for discretion.
Immigration law firms
Readers are often abroad and reading in a second language. Languages and video meetings matter more than the street, and the profile says which countries' documents the firm handles without implying any outcome.
Discuss this kind of business →Family law firms
Discretion comes first and hearing dates set the pace. First contact should be easy to make discreetly, and reviews from the other parent are answered without naming the matter or anyone in it.
Discuss this kind of business →Criminal defense law firms
The first call often comes from a relative after a detention. The listing mentions calls outside office hours only where someone really answers that number.
Discuss this kind of business →Personal injury and compensation law firms
Clients or their relatives need to know what happens at a first meeting and what to bring. Any wording about fees payable only on success goes into the services list or a post exactly as the firm states it, and only where local rules allow it to be published; Google does not allow prices or promotions in the description.
Discuss this kind of business →Business and corporate law firms
The client is a company, and the reader is often an owner or office manager checking the firm before an introduction. Office hours, reception, a room for signing and how an ongoing arrangement starts matter more than urgency.
Discuss this kind of business →Employment law firms
People often have a deadline running from a letter. The profile says how soon the firm can meet and what to bring, and never what their deadline means, since that belongs to the consultation.
Discuss this kind of business →Bankruptcy and restructuring law firms
Readers want to know what a first meeting involves before they give a name. The profile describes the meeting and its confidentiality, and replies here are especially careful, because confirming that someone came also says why.
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
Practice areas and languages on the map, no client in the replies
Send the firm's profile link and a line on how a first meeting is booked today. A manager writes back within one business day with the sentences that should come off, the listings under your names that compete, and a package proposed for each address.
Discuss my profileWe work on Business Profiles under Google's rules for agencies. What to expect from an agency, Google explains in Tips for working with third parties to manage your Business Profile.