Key Takeaways
- Google Business Profile is free and puts your firm in the local map pack above regular search results
- Nearly 46% of all Google searches have local intent, and GBP is your best tool to capture that traffic
- Your primary category should be "Estate Planning Attorney," not just "Attorney"
- Reviews are a ranking factor: aim for a steady stream, not a one-time burst
- Posting weekly to your GBP keeps your profile active and signals trust to Google
If someone in your city searches "estate planning attorney near me," the first thing they see isn't a website. It's the map pack. Three firms show up. Everyone else is invisible. Google Business Profile (GBP) is what gets you in those three spots, and it costs nothing to set up. Nearly 46% of all Google searches have local intent (BrightEdge, 2024), which means local visibility isn't optional for attorneys who want a steady flow of new clients.
The problem is most attorneys either haven't claimed their profile, or they set it up once and never touched it again. This guide walks you through the full setup, plus the ongoing habits that keep you ranking.
Step 1: Claim or Create Your Profile
Go to business.google.com and sign in with a Google account. Search for your firm name. If it already exists (Google sometimes auto-generates listings), click "Claim this business." If it doesn't exist, click "Add your business."
Important: use the same Google account you use for Google Search Console and Google Analytics. Keeping everything under one account makes reporting much cleaner later.
Step 2: Choose the Right Category
This is where most attorneys lose rankings. Your primary category should be "Estate Planning Attorney", not just "Attorney" or "Legal Services." Google uses this to decide which searches to show you for.
You can add secondary categories to catch additional traffic:
- Attorney
- Probate Attorney
- Legal Services
- Trust Attorney (if applicable)
Don't stack unrelated categories. Adding "Personal Injury Attorney" when you don't do that work will confuse the algorithm and dilute your relevance for estate planning searches.
Step 3: Fill Out Every Field
Google rewards complete profiles. Work through each section:
| Field | What to Enter | Why It Matters |
|---|---|---|
| Business name | Your exact legal firm name (no keyword stuffing) | Keyword stuffing in names violates Google's policy and risks suspension |
| Address | Your physical office address | Required for map pack eligibility in your city |
| Service area | Cities/counties you serve | Expands your reach beyond just your office location |
| Phone number | Your main office line | Must match your website and all online directories |
| Website | Your homepage URL | Drives traffic and signals legitimacy |
| Hours | Accurate office hours | Clients check before calling; outdated hours hurt trust |
| Services | Wills, trusts, probate, power of attorney, etc. | Google uses services to match you with specific search queries |
| Business description | 750 characters max. Lead with your city and specialization | Appears in your profile and influences relevance |
Step 4: Verify Your Profile
Google won't show your profile until it's verified. You'll usually get one of these options:
- Postcard (most common): Google mails a postcard with a code to your office address. Takes 5–14 business days. Enter the code in your GBP dashboard when it arrives.
- Phone or email: Available for some accounts. Instant if offered.
- Video verification: Google may ask you to record a video showing your office exterior, interior, and proof of your business. Usually reviewed within a few days.
Don't make major edits to your profile while waiting for verification. It can restart the process.
Step 5: Add Photos
Profiles with photos get significantly more engagement than those without. Add at minimum:
- Logo (used as your profile icon)
- Cover photo (the banner image on your profile)
- Office exterior to help clients find you and build trust
- Office interior to show a professional, welcoming environment
- Headshot or team photo because people hire people, not logos
Use real photos, not stock images. Google can detect stock imagery and it sends the wrong trust signal anyway.
Step 6: Get Reviews (Then Keep Getting Them)
Reviews are one of the top local ranking factors. The #1 organic Google result captures 39.8% of all clicks (Backlinko, 2024), and reviews directly influence whether you land in that top position.
The most effective way to get reviews is to simply ask. After a matter closes, send a short follow-up email or text with a direct link to your GBP review page. Make it one click. Most clients are happy to leave a review when the process is easy and they're asked personally.
A few rules:
- Never offer incentives for reviews. It violates Google's policy
- Respond to every review, positive and negative, within a few days
- Aim for consistency: 1–2 new reviews per month beats a one-time burst
Step 7: Post Weekly
Most attorneys set up GBP and never post to it. That's a missed opportunity. Google Posts are short updates (like social media posts) that appear directly on your profile. Posting weekly keeps your profile fresh and signals to Google that your business is active.
Post ideas for estate planning attorneys:
- "5 reasons to update your will after a major life change"
- A quick explainer on the difference between a will and a trust
- A recent blog post from your website
- An announcement about new consultation availability
Posts expire after 7 days, so make it a weekly habit. 15 minutes on Monday morning is enough.
What to Do After Setup
Once your profile is live and verified, two things matter most: consistency and citations. Citations are mentions of your firm's name, address, and phone number across the web, in legal directories like Avvo, FindLaw, and Justia, and in general directories like Yelp and the Better Business Bureau. The more consistent and widespread your citations, the more Google trusts your location data, and the higher you rank locally.
Make sure your name, address, and phone number (NAP) are identical everywhere. Even small differences like "St." vs "Street" can create inconsistencies that hurt your local rankings.
Want a website that works alongside your GBP?
LawScale builds high-performance websites for estate planning attorneys, designed to rank in AI search and convert visitors into consultations.
Schedule a Free ConsultationFrequently Asked Questions
Does Google Business Profile help estate planning attorneys get more clients?
Yes. A complete, optimized Google Business Profile puts your firm in the local map pack (the three listings that appear above regular search results). Nearly 46% of all Google searches have local intent, and most people click one of those top three results. For attorneys serving a specific city or region, GBP is one of the highest-ROI things you can do.
How long does it take to verify a Google Business Profile?
Postcard verification typically takes 5–14 business days. Phone or email verification (when available) is instant. Video verification is usually reviewed within a few days. Once verified, your profile can start appearing in local search results right away.
What category should an estate planning attorney use on Google Business Profile?
Use "Estate Planning Attorney" as your primary category. You can add secondary categories like "Attorney," "Legal Services," or "Probate Attorney" to catch additional searches. Don't add unrelated categories because it can dilute your relevance for the terms that matter most.
How many Google reviews does an estate planning attorney need to rank locally?
There's no magic number, but 10–20 recent, positive reviews is a solid starting point in most markets. Consistency matters more than volume. A steady stream of new reviews signals to Google that your firm is active and trusted. Aim to get at least 1–2 new reviews per month.
Is Google Business Profile free?
Yes, completely free. Google Business Profile costs nothing to set up or maintain. The only costs are your time to optimize it and optionally running Google Local Services Ads through a separate paid product.