The Ultimate Google Business Profile Guide & Checklist for Attorneys In 2025

Google Business Profile Checklist For Attorneys

Your Complete Step-by-Step Roadmap to Optimizing Your Profile & Attracting More Local Clients

12 Pages + 1 Google Sheet That Will Guide You To A Complete GBP Listing For Your Firm.

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For attorneys, your Google Business Profile (GBP) is arguably your most critical online asset for attracting local clients. It’s the first impression, the source of calls and directions, and a key driver of your online reputation. But are you truly maximizing its potential?

An incomplete, inaccurate, or inconsistently managed profile means missed calls, lost leads, and potential clients choosing your competitors. Optimizing it fully requires covering many details – from core setup to ongoing maintenance.

Below, you’ll find Thunderhead Marketing’s Ultimate Guide and Checklist, designed specifically for law firms. This comprehensive resource walks you step-by-step through optimizing every crucial aspect of your GBP to enhance your visibility and attract more qualified clients directly from Google Search and Maps.

The Full Checklist

Use the detailed steps below to optimize your Google Business Profile. For offline access, a printable quick-reference sheet, and an interactive tracking spreadsheet, access the supplementary resources via the download section at the end.

Part 1

Foundational Setup & Core Optimization (One-Time)

Get the foundation right for maximum impact.

  • Claim & Verify Your Listing: First things first – make sure your Google profile is officially yours by claiming and verifying it. This simple step gives you complete control over what potential clients see and secures your firm’s official presence on Google Search and Maps.
  • Get the Name Exactly Right: Precision matters! Does the name here perfectly match your official firm name (the one on your door, legal docs)? Double-check details like ‘P.C.’, ‘LLC’, ‘&’ vs ‘and’. Even tiny differences can confuse Google and potential clients, hurting your visibility and credibility.
  • Correct Address: Don’t let potential clients get lost! List your complete physical address with pinpoint accuracy – including the suite or floor number if applicable. This is absolutely critical for showing up correctly in local map searches and ensuring clients can actually find your office without frustration.
  • Primary Phone Number: Which number should potential clients actually call to reach your firm? Use your main, consistent business phone line here – the one you want ringing! Avoid using temporary or tracking numbers in this primary field to ensure consistency across the web and prevent missed calls.
  • Website URL: Connect prospects directly to your firm’s digital front door. Add the direct link to your website’s homepage (or the specific page for this office location, if applicable). Make it easy for interested clients to learn more about your services and expertise.
  • NAP Consistency: This one’s HUGE for local search. Your Name, Address, and Phone number listed here must perfectly match the details displayed prominently on your website (check the footer, contact page!) and across other important online directories (think Avvo, FindLaw, Yelp, etc.). Think of it as your firm’s digital fingerprint – perfect consistency tells Google your information is reliable and trustworthy, which is vital for ranking well locally. Learn the details in our guide to -> Managing NAP Consistency for Law Firms.

  • Nail Your Primary Category: Think of this as the main sign above your digital door. What’s the single best description for your firm’s core focus? Be specific! Choosing “Personal Injury Attorney” or “Family Law Attorney” (instead of the generic “Law Firm”) tells Google precisely who to send your way for those key issues. Getting this right is crucial for attracting relevant searches. Need help? See our guide on -> Choosing the Right GBP Categories for Your Law Firm.
  • Add Your Other Specialties (Secondary Categories): Now, round out the picture. List all the other distinct legal areas your firm practices as Secondary Categories (e.g., “Trial Attorney,” “Estate Planning,” “DUI Defense”). Don’t be shy! This helps you appear when potential clients search for those more specific services and tells the full story of your firm’s capabilities. Be comprehensive but accurate. More on this in the -> Categories Guide.
  • Craft Your Firm’s Story (Business Description): This is your brief introduction (up to 750 characters) – your chance to connect! Use this space to clearly tell potential clients: Who you help, What key problems you solve (your main practice areas), Where you serve (mention [City]), and What makes your firm stand out (your unique approach or experience?). Write naturally and conversationally, weaving in important terms (keywords) smoothly. Think helpful summary, not keyword list! Get writing tips in our guide to -> Optimizing Your GBP Description & Services.

  • Show Your Specific Expertise (Practice Area Services): Go beyond broad categories! Under each main practice area (like “Family Law”), list the specific Services you handle (e.g., “Divorce Mediation,” “Child Custody Agreements”). Pro Tip: Add a brief, clear description for each service – this tells potential clients exactly how you can assist and helps Google match you to very specific searches. Learn more in the -> Description & Services Guide.
  • Spotlight Key Offers (“Products” Section): Use the “Products” section strategically to highlight important offerings like your “Free Initial Consultation (Personal Injury)” or packaged services like an “LLC Formation Package.” Include compelling descriptions to make these stand out.
  • Keep Your Hours Accurate (Especially Holidays!): List your regular business hours correctly. And make it a habit to update for holidays! Accuracy is key for client trust and avoiding frustration.
  • Add Helpful Labels (Attributes): Check off all relevant “Attributes” accurately – things like “Wheelchair accessible entrance,” “Online appointments available,” or identity attributes like “Veteran-led.” These details show transparency and cater to client needs. Discover important attributes in our -> GBP Attributes Guide for Attorneys.
  • Update on Direct Messaging (Important!): Heads up! Google is removing the direct “Chat/Message” button from organic Search and Maps results (effective end of July 2024). Focus now on optimizing your phone and website links for direct contact. Consider alternatives like -> SMS/Texting via Your Phone Number.
  • Make Booking a Breeze (Appointment Link): Add a direct link to your online scheduler or contact page. Reducing clicks makes it easier for clients to book.
  • Share Your History (Opening Date): Adding your firm’s established date builds credibility and trust.
  • Connect Beyond Google (Social Profiles): Link to your firm’s active, professional social media pages (LinkedIn, etc.) to show a well-rounded presence.

  • Showcase Your Brand (High-Quality Logo): Upload a clear, high-res, correctly formatted logo.
  • Set the Scene (Compelling Cover Photo): Choose a high-quality photo representing your brand and professionalism.
  • Offer a Glimpse Inside (Add Initial Photos): Upload sharp photos of your office (exterior/interior/signage) and professional team photos. Seeing real people and places builds trust. Find visual ideas in our -> GBP Photos & Videos Guide.
  • Acknowledge Past Feedback (Respond to Existing Reviews): Address all existing reviews professionally (positive & negative). Shows you’re engaged. Learn best practices in our guide to -> Managing Google Reviews Ethically.
  • Clear Up Existing Queries (Answer Existing Questions): Provide clear, accurate answers to any old user Q&A. See our guide on the -> GBP Q&A Feature.
  • Start the Conversation (Publish Your First Google Post): Create an initial welcome or informational post. Shows profile activity. Get content ideas from our -> Google Posts Strategy Guide.

  • See How Competitors Show Up Online (Initial Check): Briefly review 2-3 top local competitors’ GBPs. Note their categories, photos, review count, and post frequency to understand the local online environment and identify opportunities.
Part 2

Ongoing Management & Growth

Consistency is key for sustained results.

  • Stay on Top of New Reviews: Check daily; respond promptly (24-48hrs) & professionally/ethically. Crucial for reputation. Refer back to the -> Review Management Guide.
  • Answer New Questions (Q&A): Provide timely, accurate answers (NO legal advice!). Demonstrates responsiveness. Refer back to the -> Q&A Feature Guide.
  • Be the Gatekeeper (Monitor Suggested Edits): Review daily suggestions. Reject inaccuracies, approve valid updates. Protect your profile’s integrity.

  • Keep the Conversation Going (Publish Google Posts): Share value weekly (FAQs, tips, news). Use visuals/CTAs. Signals relevance. Refer back to the -> Posts Strategy Guide.
  • Keep it Visually Fresh (Add Photos/Videos): Regularly add new, high-quality visuals. Keeps profile engaging. Refer back to the -> Photos & Videos Guide.
  • Build Your Reputation (Actively Request Reviews – Ethically!): Systematically ask satisfied clients (email/SMS link). NEVER incentivize. Builds social proof. Refer back to the -> Review Management Guide.
  • Quick Performance Check (Review GBP Insights): Glance at performance data (searches, actions, views). Understand what’s resonating. Learn how to interpret this in our -> Understanding GBP Insights Guide.

  • Take a Strategic Look Back (Analyze Insights Deeper): Look for monthly trends (calls, clicks, keywords). Use data to inform strategy. Refer back to the -> Insights Guide.
  • Keep Profile Tuned (Review Categories, Services & Attributes): Ensure info reflects current offerings. Check for new Google options. Keeps profile accurate & optimized. Refer back to our reviews -> Categories, Description & Services, and Attributes Guides.

Unlock Enhanced Convenience:

Get Your Downloadable & Trackable Versions Emailed!

Google Business Profile Checklist For Attorneys

Enjoyed this comprehensive guide? Take your optimization efforts further with these convenient supplementary resources, delivered directly to your inbox:

  1. Complete PDF Guide: Includes this full guide PLUS the bonus one-page printable quick checklist – perfect for offline review or manual tracking.
  2. Interactive Google Sheet: Receive a link to the editable spreadsheet version for digital task tracking and progress monitoring.

To receive BOTH the PDF and the Google Sheet link via email, simply click the Download button and enter your details:

Feeling Overwhelmed or Want Personalized Expert Guidance?

This guide provides the roadmap, but professional execution ensures maximum results. If you’d prefer expert help implementing these steps or want a personalized assessment:

Book Your Free, No-Obligation Google Business Profile Audit

Our specialists will dive deep into your profile using this framework, identify your biggest opportunities, and provide actionable recommendations tailored to your firm.

Book Your Free GBP Audit Now

Explore Our Managed GBP Optimization Service

Let Thunderhead Marketing handle the ongoing optimization, updates, posts, reviews, and more, backed by our 90-day visibility guarantee. Focus on practicing law while we handle your local online presence.

Learn About Our GBP Service

Use this comprehensive guide to systematically optimize your Google Business Profile and start attracting more local clients. Download the resources for convenience, and don’t hesitate to reach out for expert help from Thunderhead Marketing!

About Thunderhead Marketing

Thunderhead Marketing is a dedicated digital marketing agency specializing in helping attorneys and law firms achieve measurable growth online. Our team possesses deep expertise in local SEO, Google Business Profile optimization, and comprehensive digital strategies tailored to the unique needs of the legal profession. We are committed to transparency, results, and becoming a trusted partner in your firm’s success. Learn more about us at https://www.thunderheadmarketing.com/about-us/.

Meet Our GBP Team

Celeste Schooley 1

Celeste gonzalez schooley

GBP Manager

Jeremy Schooley

Jeremy schooley

GBP Manager

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Kim
spangler


Content Manager