Aug 26, 2026 · 12 min · 10 segments
For family lawyer plus a suburb, the map pack sits above everything and frequently decides the whole thing before any website is seen, and it runs on a Google Business Profile that most firms claimed…
Nathan GillisHost
So if you're somewhere you can do so, type a family lawyer plus your suburb into Google and just have a look at what comes back.
Before the websites, the articles, there's the map pack with the Google map with three firms, four firms with names and star ratings.
It's called the map pack, and for local search, it's effectively the front page of your suburb, because a very large share of searchers never scroll past the map pack.
They compare the firms sitting in that box, tap one of them, and their entire decision is pretty much finished before anyone's website's even been seen.
So the question worth answering is what puts a firm in that box and what makes a searcher choose one of the three? And the answer to both of those questions is an asset that your firm already owns and you've almost certainly claimed it several years ago and potentially never touched it since and that's your Google business profile.
So think of it as a shop front because functionally that's precisely what it is.
It's a shop front sitting on the busiest street in the suburb and that street is where every local legal search walks past.
So if you're somewhere you can do so, type a family lawyer plus your suburb into Google and just have a look at what comes back.
Before the websites, the articles, there's the map pack with the Google map with three firms, four firms with names and star ratings.
It's called the map pack, and for local search, it's effectively the front page of your suburb, because a very large share of searchers never scroll past the map pack.
They compare the firms sitting in that box, tap one of them, and their entire decision is pretty much finished before anyone's website's even been seen.
So the question worth answering is what puts a firm in that box and what makes a searcher choose one of the three? And the answer to both of those questions is an asset that your firm already owns and you've almost certainly claimed it several years ago and potentially never touched it since and that's your Google business profile.
So think of it as a shop front because functionally that's precisely what it is.
It's a shop front sitting on the busiest street in the suburb and that street is where every local legal search walks past.
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