Why Law Firms Struggle to Rank in Google Maps (And How to Fix It)

Ranking in the top three results on Google Maps—often called the “Map Pack”—is one of the most valuable pieces of online real estate for law firms. When someone searches for a “personal injury lawyer near me” or “car accident attorney [city],” the firms that appear in this Map Pack typically get the most visibility, the most clicks, and the most calls.

But for many law firms, getting into that top 3 feels frustratingly out of reach. Even with positive reviews and a good-looking website, your firm may be stuck on page 2—or worse, not showing up at all. So why is this happening? And more importantly, how do you fix it?

Let’s break down the key reasons law firms struggle to rank in Google Maps—and what you can do to turn things around. If you have other questions about law firm marketing services, contact a reputable law firm marketing agency. 

1. Incomplete or Inaccurate Google Business Profile (GBP)

Your Google Business Profile (formerly Google My Business) is the foundation of your local presence. Yet many law firms don’t fully optimize this listing—or worse, they have incorrect information that hurts their chances of showing up.

Common issues include:

• Wrong business category (e.g., “Lawyer” instead of “Personal Injury Attorney”)
• Inconsistent NAP (Name, Address, Phone) details across the web
• No service areas listed
• Missing business description, services, and products

Fix it:
Make sure every field is filled out correctly, especially your primary category, business hours, and service areas. Add services for every type of law you practice. Upload professional images and update your profile regularly.

2. Low Review Quantity or Poor Ratings

Google weighs both the number of reviews and the average rating heavily when ranking businesses. A law firm with 15 reviews and a 4.0 rating is unlikely to outrank one with 150 reviews and a 4.8 rating—even if your website is better.

Fix it:
Create a review strategy. Make it part of your process to ask every satisfied client for a Google review. Use QR codes, follow-up emails, or even NFC-enabled review cards. Just make sure it’s easy and ethical.

Also, respond to reviews—good and bad. Google values businesses that engage with their customers, and potential clients will notice your professionalism.

3. Weak Local Citations and Backlinks

Local SEO isn’t just about your Google listing—it’s also about how your law firm is referenced across the internet. Citations (mentions of your business on directories like Yelp, Avvo, and Justia) and backlinks (links pointing to your website) both signal credibility.

Fix it:
Start by auditing your citations to ensure consistency. If your firm name, address, or phone number appears differently in different places, Google sees that as a trust issue. Use a citation management tool or partner with an SEO provider to clean them up and build new ones.

Next, work on acquiring backlinks from legal directories, guest posts, news mentions, and local organizations. Quality matters more than quantity here.

4. No Localized Content on Website

Your website plays a big role in how well your business ranks in local search. If your content doesn’t clearly indicate your location(s) and areas of practice, Google may not connect the dots.

Fix it:
Create dedicated pages for each city or neighborhood you serve, even if your physical office is only in one location. Add attorney bios that mention your city, and publish blog posts that reference local cases, laws, or news.

Also, make sure your name, address, and phone number (NAP) are on every page—ideally in the footer—and that it matches your Google listing.

5. Over-Reliance on Broad Categories or Keywords

Many law firms try to rank for terms like “lawyer” or “attorney” without being more specific. The problem? These terms are extremely competitive and vague. Google doesn’t know if you handle personal injury, criminal defense, family law, or something else.

Fix it:
Use specific keywords and categories. Choose “Personal Injury Attorney” or “Criminal Justice Attorney” as your primary category and list others as secondary. Tailor your services and content around long-tail keywords like “car accident lawyer in West Palm Beach” or “slip and fall attorney near me.”

6. Lack of Proximity to Searcher

One factor you can’t fully control is proximity—how close your office is to the person doing the search. Google favors businesses that are physically near the searcher, especially for mobile searches.

Fix it (as much as you can):
If you serve multiple cities or counties, consider setting up additional verified locations in your main service areas—legitimately, not as fake listings. Alternatively, build service area pages on your website that target nearby locations to increase organic visibility.

7. Not Enough Engagement Signals

Google tracks how people interact with your business online. If users click on your listing, call you, visit your website, and leave reviews, those actions signal relevance. If people skip past your listing, it can lower your visibility.

Fix it:

• Post updates and photos to your Google profile regularly.
• Use a booking or call tracking button if possible.
• Encourage users to click through by optimizing your business description and adding FAQs.
• Make your website mobile-friendly and fast, since many local searches happen on phones.

Ranking in Google Maps isn’t just about luck—it’s about strategy. Law firms that take the time to optimize their Google Business Profile, earn reviews, build citations, and localize their content often see significant gains in visibility and leads.

If your firm isn’t showing up in the Map Pack yet, don’t get discouraged. Fix the basics, stay consistent, and build a foundation of trust—both with clients and with Google. The results will follow.