Google Business Profile Checklist for Solo and Small-Firm Lawyers

For most solo and small-firm lawyers, your Google Business Profile (GBP) is the highest-return marketing asset you can own. It costs nothing, it shows up when someone searches “divorce lawyer near me,” and it takes less than an hour a month to maintain. Most competitors set it up once and forget it. That is your opening.

Start with the basics

Search your firm name and see what appears. If you see a profile, claim it. If you see two, request a merge. Then confirm these fields are accurate and identical to your website and other directories:

• Business name (use your real firm name, not keywords stuffed in)
• Address, or a service area if you meet clients remotely
• Phone number that rings to a person or a real voicemail
• Hours, including any holiday changes
• Website link, ideally to a page built for local visitors

Inconsistency between your profile and the rest of the web is one of the most common reasons local rankings stall.

Choose categories and services carefully

Pick one primary category that matches your main practice, such as “Family Law Attorney.” Add secondary categories only if you truly handle that work. Then fill out the services section with plain-language descriptions: “Uncontested divorce,” “Custody modification,” “Prenuptial agreements.” Write for a worried person, not for another lawyer.

Add real photos

Upload a headshot, your office exterior, the entrance, and your workspace. If you work from a shared office or virtual setup, show the building and signage clients will actually see. Skip stock photos. A few genuine images build trust faster than a polished but generic set.

Post on a simple schedule

You do not need a content machine. Use the Posts feature once or twice a month to share a short update: a new blog article, a seasonal reminder, or a plain explanation of a common legal question. Keep it informative and avoid anything that reads like a guarantee of results.

Monthly maintenance routine

1. Check that your hours, phone, and address are still correct.
2. Respond to any new reviews and questions.
3. Add one or two new photos.
4. Publish one post.
5. Look at your profile insights to see which searches and actions (calls, direction requests) are growing.

Put this on your calendar, or assign one owner on your team, as a recurring 30-minute block. Consistency matters more than any single tweak.

Know your ethics rules

Your state bar’s advertising rules apply to your profile just as they do to your website. Avoid claims you cannot support, be careful with terms like “specialist” or “expert,” and check your jurisdiction’s rules on testimonials and reviews before responding to them publicly. Never reveal client details in a reply, even to a positive review.

Your next step

Open Google, search your own firm name, and claim or verify your profile today. Then schedule a recurring 30-minute monthly slot to run the checklist above. If you do nothing else this week, make sure your phone number and hours are correct.