Why does the map pack matter so much for law firms?
When someone searches "solicitor near me" or "wills solicitor Loughton", Google shows a map with three firms before any ordinary results. Those three firms get the calls, the direction requests and the website visits. The firm in fourth place is invisible to most people on a phone.
What decides which firms appear?
| Factor | What it means | What we do |
|---|---|---|
| Relevance | Does your profile match the search? | Right categories, services and practice-area descriptions |
| Distance | How close is your office to the searcher? | One accurate profile per real office, matching office pages on your website |
| Prominence | How well known and trusted is your firm? | Steady genuine reviews, consistent listings in legal directories, local links |
What is included?
- Google Business Profile set up or cleaned up for each real office
- Categories, services, opening hours and photos checked
- An office page on your website for each location, with matching name, address and phone
- Listings checked on the main legal and local directories, including the Law Society's Find a Solicitor and the SRA register
- A simple review request process your team can run without extra admin
- Review reply templates that respect client confidentiality
- Monthly tracking of where you appear on the map for your agreed searches
What does it cost?
Local SEO sits inside our SEO and AI visibility service.
Authority
£3,997 per month
Growth
£1,997 per month
Local
£497 per month
Rolling monthly, 30 days' notice, no minimum term. No ranking, citation or revenue outcome is promised, because Google and AI providers decide those.
What should you never do?
- Use a virtual office address to appear in another town
- Add "Best Family Solicitors" to your business name on Google
- Buy reviews or offer anything for them
- Reply to a review in a way that confirms the person was a client
All four risk suspension, and some carry regulatory risk too.
Frequently asked questions
What is the Google map pack?
It is the box of three businesses with a map that Google shows for local searches like 'family solicitor near me'. Those three firms usually take most of the calls from that search.
How do we get more Google reviews without breaking the rules?
Ask every client at the end of a matter, using a simple link, and never offer anything in return. Do not filter who you ask. Google's rules and the CMA's guidance on fake reviews both apply.
Can we list every office on Google?
Yes, if each one is a real, staffed office where clients can visit. Virtual offices and meeting rooms used once a month break Google's rules and risk suspension.
What category should a law firm use on Google Business Profile?
Usually the most specific accurate category for your main practice area as the primary, with a general one such as 'Solicitor' or 'Law firm' as a secondary. Google's category list changes, so we check the current options when we set it up.
Do you reply to reviews for us?
We can draft replies for you to approve. Replies to reviews must never confirm someone was a client, because of client confidentiality.