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Google Business Profile for Illinois attorneys: the setup checklist.

The box on Google Maps is often the first thing a local client sees, before your website. Here is how to set it up properly, within Google's rules and the Illinois ones.

By Mark Jarvis, Settled Sites ยท Updated

In short.

A Google Business Profile is the listing that appears on Google Maps and beside search results when someone looks for a lawyer nearby. Set it up with your firm name exactly as you use it, one real office address and phone number, the most specific category for your practice, your hours, and a link to the matching page of your website.

The setup checklist.

  • Name. Your firm name as you actually use it. Google's guidelines do not allow extra keywords or locations in the business name.
  • Address. A real office where you meet clients. Google does not allow virtual offices unless they are staffed during business hours.
  • Category. Choose the most specific primary category for your practice, then add a few accurate secondary ones.
  • Phone and hours. The number clients should call, and hours you actually keep.
  • Website link. Link to the page that matches the profile, often your homepage or your practice page.
  • Photos. Your office, your entrance and your attorneys. Real photos, not stock.

Source: Google Business Profile guidelines for representing your business, support.google.com/business/answer/3038177.

Reviews, and the rules.

You may ask clients for reviews. You may not offer anything in return: Google's policies forbid incentives, and Illinois Rule 7.2(b) bars giving anything of value for a recommendation. Do not ask only happy clients.

When you reply to a review, remember that a client's identity and matter are confidential under Rule 1.6. The ABA's Formal Opinion 496 (2021) advises lawyers not to reveal client information when responding to online criticism. A short, polite reply that offers to talk offline is usually safest.

Make it match your website.

Use the same name, address and phone number on your profile and on every page of your website. Search engines compare them, and so do clients.

Settled Sites is a web design studio, not a law firm. This guide is general information about websites, not legal advice. Check the current rules and your own circumstances.