Map packs held by firms with hundreds or thousands of reviews
In 5 injury markets we checked, the map firms had 334 to 3,900 reviews, and every one listed itself as open 24 hours. Closing that gap takes a review routine your team runs every week.
/ Local SEO and the map pack
Get your firm into the three firms Google shows on the map
When someone searches for a lawyer near them, Google often puts a map and three firms near the top of the page. Getting into that group comes down to your Google Business Profile, the categories you choose, your reviews, and a real presence for every office.
What you get
- Your Google Business Profile, claimed, complete, and kept current
- The right primary category for the work you want
- A routine for asking happy clients for reviews, and a team trained to run it
- A profile and a page for each real office
- The map read beside Local Services Ads and AI answers
I'm Joshua David Little. I've run my own consulting firm since 2004, I've helped attorneys prepare complex cases for trial, and I ran the first family-law ad on ChatGPT, before the platform allowed legal-services ads.
/ Why your firm isn't on the map
The map goes to the firms that work at it
An office nobody can find
You opened in a second town, and when people there search for an attorney, your firm still isn't on the Google page. A new town, a new office, or a new state needs to show up on the map from the day it opens.
A profile set up years ago and left alone
Old hours, no photos, a thin list of services, and a category picked by whoever set it up. Each one tells Google a little less about why your firm fits the search.
/ What it costs you
The calls go to the firm the map shows
For a lot of local searches, the map is near the top of the page and one tap from a phone call. A firm that isn't there loses calls it never knew about, even when it's the better firm for the case. And someone who hears your name from a friend and looks you up should find every office you have, with recent reviews and hours that are right.
/ How Aquila does local SEO
Local SEO and the map pack, step by step
Audit and claim every listing
We find every profile and listing your firm has, claim the ones you don't control, merge or remove duplicates, and make your name, address, and phone number match everywhere they appear.
Choose the primary category carefully
The primary category tells Google what your firm is. We choose the one that fits the work you most want, and add only the few secondary categories that truly fit the rest of your practice.
Keep the profile current
Hours, photos of your office and your team, your services, posts, and the details people look for before they call. A profile that's kept up gives Google, and the person looking at it, more to go on.
Build reviews with a routine
Your team asks at the moments clients are most likely to say yes, and we make asking easy with a short message and a direct link. I train the people at your front desk and in intake to run the routine, so reviews come in steadily instead of in bursts.
One profile for each real office, and a page for each
A Google Business Profile belongs to a real, staffed office. Each one links to its own page on your website. Towns you serve without an office get pages on your site, so people searching there can still find you.
Read the map beside everything else on the page
For the same searches in the same city, we look at the map, Local Services Ads, and the AI answers side by side. That shows where your firm appears, where it doesn't, and where the calls are actually coming from.
Traditional vs. the Aquila approach
/ Why most local SEO stalls
The traditional approach
Set it and forget it
A profile set up once, reviews requested when someone remembers, and one office listed while the others go missing.
The Aquila approach
Every office, kept current
A profile for each real office, kept current, with a review routine and a page behind it, measured beside your Local Services Ads and the AI answers for your city.
/ What's included
What local SEO looks like inside an engagement
What your firm gets
- An audit of every profile and listing your firm has
- The profile work, done and kept up
- A review routine your team can run in minutes, and the training to run it
- A page on your website for each office and each town you serve
- A monthly read of the map, Local Services Ads, and AI answers in your market
What your firm gives
- Owner access to each Google Business Profile
- The real address of every staffed office
- Team members who ask clients for reviews
- Photos of your office and team
- Service descriptions written around the questions people ask
How it ties into the system
Your Google Business Profile does double duty: Local Services Ads draw on the same profile, and the reviews count for both. The location pages are part of your website, and AI answers draw on the same profile and pages when someone asks about lawyers in your city. As your Fractional CMO, I decide where local work comes first and how it fits with the ads, the website, and your referral relationships.
By practice area
/ How the map works in your practice
Personal injury
The PI map packs we checked were held by firms with reviews in the hundreds or thousands. Winning here takes a steady review routine and a profile that's run as carefully as the ads. When you open in a new state, we set up and verify that office's profile as it opens.
Medical malpractice
For malpractice questions, ChatGPT named boutiques with few reviews over high-review injury firms. A malpractice firm can be the one the AI names and still needs to be easy to find on the map.
Family law
Every office's profile has to be complete and current. In small towns, word of mouth still does most of the work, and a referral who looks you up should find every office you have. Firms opening new offices need each one visible as it opens.
Business law
Firms growing into new cities or states need each office on the map, with a page that says what that office handles.
/ Client results
What the system behind your profile has produced
Your profile and your location pages feed the same resources, follow-up, and tracking our clients run on every channel.
Brenda Clark Family Law
New clients at about $200 each, with leads at about $21.
A family-law firm in a large Texas market
Booked consultations at $234 each.
FAQ
How many reviews do we need?
Enough to stand beside the firms already on the map in your market. I count theirs before your assessment, and we set a pace to close the gap.
Can we have a profile for every town we serve?
A Google Business Profile belongs to a real, staffed office. The towns you serve from that office get their own pages on your website, so people searching there can still find you.
What category should we choose?
The one that matches the work you most want to bring in. Add secondary categories only for other work you truly do, and keep them few.
Why does a firm with fewer reviews show up in ChatGPT and not on the map?
They draw on different things. The map leans on your profile, your reviews, and how close you are to the person searching. In our research, ChatGPT often played reviews down, and for malpractice, estate, and serious-injury questions it leaned on whether a firm had a page about the person's exact situation.
Do we need a page for each office?
Yes. Each profile should link to a page that's about that office: who works there, what it handles, and how to reach it.
Who asks clients for reviews?
Your team, because they're the ones clients know. I train them on when to ask and how, and the routine takes only minutes.