How Does a Law Firm Claim a Google Listing?

 Posted on December 19,2025 in Legal Marketing

If your law firm shows up on Google Maps or in local search results, you already have a Google Business Profile. But are you controlling it? That is – are you setting your hours, managing your reviews, and checking that your website is correct? 

Claiming your Google listing is one of the most important steps you can take so you can generate local leads in 2026. Yet many firms simply never get around to claiming their listing. 

If you are struggling with marketing basics like Google listings or want a new marketing approach, you should talk to our team here at OVC Lawyer Marketing. We are a full-service law firm marketing company serving firms all over America. We rely on real people, not A.I., which means you can always get in contact with a member of our team to get what you need. 

What Does It Mean to Claim a Google Listing?

A Google listing, officially called a Google Business Profile, is the information that appears when someone searches for your law firm or looks for a lawyer in your area.

Claiming a listing means verifying that you are the legitimate owner or authorized manager of that business. Once claimed, you control how your firm appears in Google Search and Google Maps.

If a listing is unclaimed, Google may still show it using public data, user edits, or third-party sources. That often leads to problems that can affect your business. One of the most common issues we see is pretty basic: incorrect phone numbers. If a client can’t find the right phone number, they can’t call you. We also often see outdated addresses, wrong practice areas, or even competitors showing up in your place. 

Why Claiming a Google Listing Matters for Law Firms

People in your area who use Google to search for local lawyers are far more likely to actually find and hire an attorney. According to Google, 80 percent of people want search ads customized to their city and look for local businesses every week. These people want to be able to find basic information like business hours and driving directions. 

Claiming your listing allows you to help these people find you. You can control your firm name, address, phone number, and hours. You can set your exact legal practice categories. You can even respond to and manage poor client reviews. 

How to Claim a Google Listing Step by Step

Step 1: Search for Your Firm on Google

Start by searching your law firm’s name in Google. If a profile appears on the right side of the screen or in Maps, click it and look for an option that says "Own this business?"

If no profile exists, you can create one from scratch through business.Google.com/add. 

Step 2: Sign In With the Correct Google Account

You should claim the listing using a Google account owned by your firm, not a personal or employee account. This avoids issues getting into the account later. If an agency will manage the listing, ownership should still remain with the firm, with the agency added as a manager.

Step 3: Verify Ownership

Google requires verification to confirm you are the real business. Common verification methods include:

• Postcard mailed to your office address

• Phone or text verification

• Email verification

• Video verification for some businesses

Step 4: Complete the Profile Fully

Once verified, you can edit and optimize the listing. This is where many firms stop too early or make critical mistakes.

What Happens If Someone Else Already Claimed My Listing?

This is more common than many firms realize. Former employees, old marketing vendors, or even unrelated third parties sometimes claim listings.

If the listing is already claimed, you can request access through Google. The current owner has a limited time to respond. If they do not, Google may allow you to verify ownership anyway. This process can take time and must be handled carefully to avoid suspension or permanent access issues.

Claiming a Listing Is Simple. Using It Well Is Not. Contact OVC Lawyer Marketing for a Comprehensive Marketing Strategy. 

Using a Google listing so it aligns with Google’s guidelines, local SEO best practices, and the legal industry’s advertising rules takes time and practice. Don’t have the time or energy to manage your Google listing? Let OVC Lawyer Marketing help. 

Contact OVC Lawyer Marketing today at 630-635-8000. We can review your site and local presence so you can see exactly what can be improved.