For law firms, your Google Business Profile (GBP) is one of the most powerful tools for getting new clients online. But before your listing shows up in Google Maps or the local pack, it needs to be verified—and that process can sometimes be frustrating.
Here are eight expanded tips to help your firm move through verification smoothly.
1. Use a Branded Email
Google is more likely to trust you if your email matches your law firm’s domain.
- Always use an email like info@yourlawfirm.com instead of a personal Gmail.
- Add your marketing team as managers, but keep ownership under the branded domain.
- Turn on two-step verification to prevent lockouts.
2. Build Trust Before You Verify
Profiles linked to strong online signals get approved faster.
- Set up Google Search Console and Google Analytics on your domain.
- Make sure your website has a clear contact page with your law firm’s legal name and address.
- Publish practice area pages and attorney bios so your site looks established.
3. Use the Verification Troubleshooter
If you’re stuck, Google’s verification troubleshooter can connect you with support.
- Prepare documents like business licenses, utility bills, and photos of your office.
- Keep responses factual and concise when submitting support requests.
4. Recover Ownership if You Lost Access
Don’t panic if you can’t remember which account owns your GBP.
- Start a new listing at business.google.com/add. Google will show a masked email of the current owner.
- Request access through Google’s process. If the owner doesn’t respond in 3–7 days, you can usually claim it with proof.
5. Managing Multiple Offices? Use Bulk Verification
If your firm has 10+ offices, bulk verification saves time.
- Keep a clean spreadsheet of all office addresses, phone numbers, and categories.
- Make sure each office has staff during posted hours.
- Avoid listing “satellite” offices or coworking spaces without real staff—these risk suspension.
6. Expect Re-Verification Requests
Even after approval, Google may ask you to re-verify.
- This happens if you change key details like your name, category, phone number, or address.
- Best practice: update your website and directories first, then update your GBP so everything matches.
7. Stuck in Processing? Escalate Correctly
Sometimes profiles say “Verified” but don’t appear in search.
- Contact Google support with proof documents.
- Post in the GBP Help Community with your case ID if support stalls.
- Double-check you’re not violating policies (like adding keywords to your business name).
8. Avoid Risky Edits on New Accounts
Big changes made from a brand-new Google account often trigger manual review.
- Make major edits from your oldest, most trusted account.
- Don’t stuff practice area keywords into your law firm name. Use your legal business name only.
- If you’re changing your firm name, update signage and your website before editing GBP.
Make Sure Clients Find You First
Verifying your Google Business Profile is the first step to showing up in local search. Once approved, keeping your profile accurate and active with reviews, updates, and photos will help it generate new cases for years to come.
At PointClick, we help law firms verify, optimize, and manage their GBP to maximize visibility and client calls. Want help making sure your profile gets approved and performs at its best?
