Google Business Profile (GBP) is the most leveraged local surface for law firms—especially when paired with Local Services Ads (LSAs) and a fast intake process. This guide covers categories, reviews, ranking factors, and how to avoid suspensions while driving booked consults, not just calls.
GBP setup: categories, service areas, and hours
| Step | What to do | Notes for PI/Criminal/Family |
|---|---|---|
| Primary category | Choose the most specific (e.g., “Personal injury attorney”). | Add secondary categories sparingly; match practice focus. |
| Service area & hours | Set a realistic radius/areas; keep staffed hours consistent. | Align hours with live answer capacity to boost conversions. |
| Profile completeness | Fill services, description, photos, and attributes. | Use non-promotional language; proof beats adjectives. |
Reviews: volume, velocity, and response quality
- Request reviews after booked consults and signed clients; never incentivize reviews with gifts.
- Respond within 48 hours with context (not canned lines). Thank, address, and move forward.
- Flag ineligible reviews (spam, off-topic, conflict). Keep a light paper trail of incidents.
Local ranking factors you can influence
- Relevance: primary/secondary categories, services list, on-page content that matches the practice.
- Distance: proximity to the searcher; support with clear service areas and consistent NAP.
- Prominence: reviews and brand mentions; add citations and maintain consistency across major legal directories.
GBP ranking levers (you control)
Relevance Correct categories, services, non-promotional description, and matching on-site practice pages.
Prominence Review volume/velocity/quality; credible citations; consistent NAP across key directories.
Engagement Timely review replies, fresh photos, posts for timely updates, and accurate hours.
Avoiding suspensions & quick reinstatement
- Use a legitimate business name—no keyword stuffing. Match signage and documents.
- No virtual offices or P.O. boxes as primary addresses. Use a staffed office; consider “service area” if appropriate.
- Keep documentation handy: utility bill, business license, signage photos for reinstatement requests.
From views to booked consults: intake SLAs
| Channel | Target | Metric | Action |
|---|---|---|---|
| Calls | < 60s live answer | % answered; missed calls | Rotate on-call; book consult before hang-up |
| Messages | < 5m median reply | Reply time; bookings | Template + booking link after hours |
Call/Message
→
Answer <60s / Reply <5m
→
Qualify (incident, location, treatment)
→
Offer two times
→
Hold consult on calendar
Close the loop: confirmations by SMS/email reduce no-shows.