Why the Google Map Pack Matters for Your Personal Injury Law Firm

by August Smith | May 13, 2024

John is a construction worker. As is common in his line of work, he suffers an injury due to faulty equipment. Seeking legal help, he picks up his phone and types “personal injury lawyer” into Google. As the results load, so does the Google Map Pack: an interactive map at the top of the search results, pinpointing all of the law firms in his vicinity. He quickly chooses a firm from this list and begins his journey towards compensation.


Optimizing your presence in the Google Map Pack is key for personal injury law firms looking to increase their local client base. Optimization has two benefits: it increases your firm’s visibility and reinforces your firm’s local presence in potential clients’ minds.


Remember, when they need a personal injury lawyer, most people will simply search for a general term like “injury lawyer.” Firms need to understand and respond to people’s search habits. Read on to learn more about how to get your firm to the front of the Pack!


Wait, What Is the Google Map Pack?


The Google Map Pack is a prominent feature in Google’s search results that appears when users perform local searches for businesses or services. Typically positioned at the top of the search results page below paid advertisements and above organic listings, this feature shows a map alongside three businesses that might meet the user’s needs.


The Map Pack also includes details designed to assist users in making informed decisions quickly. This information often encompasses the business name, physical address, contact details, a star rating, and a selection of recent reviews. A short description or tagline might also appear. Think of your Google Map Pack listing as a snapshot of your firm, providing potential clients a fast way to assess and select it based on physical proximity and without paging through search results.


Why Personal Injury Law Firms Should Optimize the Google Map Pack


For personal injury law firms, optimizing the Google Map Pack is a strategic necessity. Given the nature of personal injury cases, clients often need timely and local legal assistance, making local search results an important touchpoint for client acquisition. The benefits of prioritizing the Google Map Pack include:


  • Increased Visibility: The Google Map Pack takes a prominent position in search results, making it one of the first things a potential client sees after searching.
  • Enhanced Credibility: A fully optimized Map Pack listing, complete with positive reviews and accurate, detailed information, enhances your firm’s perceived trustworthiness and professionalism.
  • Lead Generation: All of this translates into more engagements, phone calls, and website visits.
  • Competitive Advantage: Your firm can gain an advantage over local competitors who may not be as diligent.


Potential clients rely on quick, localized search results to make their initial legal decisions. Being prominently featured in the Map Pack can serve as a direct pipeline to increased client engagement.


Optimizing Your Google Business Profile (GBP) Listing for the Map Pack


Managing your Google Business Profile (GBP) listing is the first step towards taking control of your presence in the Google Map Pack. So first, make sure you claim and verify your listing. This allows you to manage and update details as needed, ensuring accuracy and relevance in search results. Once you’ve done that:


  • Complete Your Business Profile: Completing your GBP profile fully and accurately can greatly influence your ranking in the Map Pack. Key elements to focus on include accurate and consistent name, address, and phone number, detailed business description highlighting your practice areas, high-quality photos showcasing your office and team, and business hours and appointment options.
  • Encourage Client Reviews: Positive reviews can significantly enhance your firm’s credibility and attractiveness in the Map Pack. Read our recent blog post to learn more about managing your Google Reviews!
  • Optimize for Local SEO: Incorporate relevant local keywords, such as “personal injury lawyer [Your City],” into your profile to improve your visibility in local searches.
  • Regularly Update Your Listing: Keep your listing current with any changes to your practice, such as new services, change in business hours, or updated contact information. Regular updates signal to Google that your business information is reliable and well-maintained, boosting your ranking.


By taking these steps to optimize your Google Business Profile you enhance your firm’s visibility and attractiveness within the Google Map Pack, significantly impacting your local search performance and potential client engagement. This optimization not only assists in drawing more attention to your firm but also sets a foundation for sustained growth and competitiveness in your local market.




The Google Map Pack can be a game-changer for personal injury law firms hoping to establish a strong local presence. The prominence of your listing in local search results can directly influence a client’s decision to choose your services over others.


Contact your cj Brand Strategist today to learn more about your Google Map Pack listing and how we can optimize it for you. Taking the time to thoroughly manage and optimize your Google Business Profile is more than just a good practice—it’s part of your holistic digital and local marketing strategy.