Google Business Profile
The real firm. Clearly represented.
Help someone confirm your practice, find your office and reach the right team. Build the profile around your real firm, then keep its details current.
Book a FREE Strategy CallThe details should match the actual business.
Your profile is a page people call from.
The Google Business Profile is not a directory listing you fill out once and forget. It is what Google shows on Maps, in the map results in Search, and in the panel that appears when someone searches your firm’s name.
Every field does a job. Some help Google match you to the right searches. Some help a worried person decide to call. Some confirm that your firm is real and where it says it is.
Firms that show up well tend to treat the profile as something they maintain, the same way they maintain their website. And it stays in your name. You own it; we work inside it.
A category that fits your actual firm
Choose the most specific available category that describes the firm’s actual core business. Google asks for a category that says what the business is, rather than a list of all its services. The category names offered in the account can vary; confirm the current options there.
Use only the additional categories needed to describe the real business. A firm should not choose a family-law category if it does no family work. Keep categories representative of the practice rather than treating them as keywords.
Firms with several practices face a real choice here, and so do firms with several offices. Multi-location SEO and multi-practice SEO cover both.
Services that mirror your practice pages.
Where the profile supports service entries, describe the legal work the firm actually handles. Plain service names and accurate descriptions help a visitor check whether the practice is relevant.
For example, DUI Defense describes a particular service more clearly than a broad Criminal Defense label alone. That is a useful explanation for a prospective client, not a promise that adding a service changes rankings. The criminal defense page shows how the website can explain the same work in more detail.
The rule is simple. The services list mirrors the practice-area pages on your site, one entry for each practice or sub-practice you want calls for, and nothing you do not handle. Then the profile and the website say the same thing.
Details people use to choose
The useful information around the main practice.
These fields change less often, which is exactly why they drift out of date. Each one is a small reason for someone to trust you, or to move on.
Photos
Your building outside and in, attorney portraits, a team photo and your logo, each in the right photo category. Real photos of real people help someone choose.
Posts
Short updates for people deciding, on a cadence you can keep. Google treats posts as updates for customers, not a ranking quota.
Service information
Use available service fields for work the firm actually handles. Product features are intended for eligible retail businesses; do not assume they are the right place for legal services.
Attributes
Confirm accessibility information and other available attributes from actual office conditions. Use identity attributes only where true and approved by the firm.
Questions
Answer useful questions on your website and in profile features available to the account. Features can change, so check what the profile currently supports.
Hours and service areas
Keep customer-facing hours, holiday changes and any eligible service area accurate. Represent an actual office or eligible service-area business; a city on a list does not create an office there.
Trust is built by steady upkeep.
Confirm eligibility and account access first. Google chooses which verification methods are available and may require more than one. The firm should retain ownership in its own account, with Rubiks added at the appropriate management level.
After that, agree a practical upkeep routine: update changed details, use real photos, publish useful updates and review incoming feedback. Accurate information helps people make a decision; activity by itself is not a ranking guarantee.
There is no fixed date when this starts to show. We track it and tell you plainly what is moving and what is not.
The profile never works alone.
The profile, website and relevant listings should accurately describe the same firm. Reviews can help people assess it. Structured data on the website should reflect visible, current business information; it is not a substitute for accurate details on the profile.
Read these alongside this page: review management for the review program, legal directories and citations for listings, NAP consistency for the matching rules, and technical SEO for the schema.
Your practice-area pages should point people to the same firm the profile shows, so a search, a visit and a call all line up. The whole local picture is on the Google Maps and local SEO page.
Profile eligibility and representation are checked against Google’s Business Profile guidelines. Review requests are checked against Google’s content policy.
What you get in a Business Profile build
Field-by-field audit
Categories, services, photos, posts, attributes, products, questions, hours, service areas and ownership, checked against how your firm really works.
Rebuild in priority order
The fields that matter most for your practice fixed first.
Steady upkeep
Posts and photos on a cadence you can keep, and answers to the questions prospects ask.
Review monitoring
Reviews monitored, with privacy-aware replies prepared on the agreed cadence and difficult cases sent to your designated attorney.
Monthly profile health
Available profile interactions and their reporting period, with attribution limits made clear. Consultations and signed cases are reconciled separately with the firm’s intake records.
Dated work log
Every change logged by date in your portal.
Before you make the plan.
Do you need to own our profile to work on it?
No. The firm stays the owner in its own Google account, and we are added as a manager. It is yours to keep.
Can we list a virtual office?
A rented mailing address where the firm does not operate is ineligible. A co-working office must satisfy Google’s signage, customer-access and staffing conditions. Review the actual location against the current guidelines.
How often should we post?
As often as you have something useful to say and can keep it up. Posts are updates for customers, not a ranking requirement.
What category should a firm with several practices choose?
Use the most specific available category that represents the actual core business, with only the relevant additional categories needed. Confirm options in the account and describe the services separately.
The next useful question.
See how this work connects to the rest of your plan.
Start with your firm
What does your profile tell a client?
We’ll look at your Business Profile, the services it describes and the next step it offers someone ready to contact your firm.
Book a FREE Strategy Call