If you’re a lawyer looking to grow your practice, appearing in Google’s “Local 3-Pack” is one of the most effective ways to generate qualified leads from potential clients in your area. When someone searches for terms like “divorce lawyer near me” or “criminal defense attorney in Madison,” the Local 3-Pack is often the first thing they see—and more often than not, the only place they click.
In this comprehensive guide, we’ll break down what the Local 3-Pack is, why it matters for your law firm, and how you can optimize your online presence to earn a top spot.
What is Google’s Local 3-Pack?
The Local 3-Pack is a prominent feature on Google’s search engine results page (SERP) that displays the top three local business listings relevant to a search query. It’s accompanied by a map and shows:
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The business name
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Google star rating and number of reviews
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Office address
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Phone number
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Business hours
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Link to directions and website
These listings appear above the traditional organic search results, especially on mobile, which gives them an outsized influence on who gets contacted first. For law firms, being in this top 3 not only boosts visibility but also reinforces credibility in the eyes of potential clients.
Why the Local 3-Pack Matters for Law Firms
Legal consumers tend to take quick action—especially when facing time-sensitive issues like DUIs, personal injury claims, or family law matters. Being prominently listed in the Local 3-Pack gives your firm the edge at this critical decision-making point.
Key benefits for attorneys:
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Higher Click-Through Rates (CTR): Businesses in the Local Pack typically receive a large percentage of local search traffic.
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Trust at First Glance: Star ratings, reviews, and location proximity instill immediate confidence.
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Direct Contact Features: With one tap or click, users can call, get directions, or visit your website.
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Mobile Dominance: More than half of all local searches are made on mobile—where the map pack takes up the most screen space.
How to Rank in the Local 3-Pack: A Step-by-Step SEO Plan
1. Claim and Optimize Your Google Business Profile
Your Google Business Profile (GBP) is your digital storefront—and Google’s main data source for the map pack.
Actionable tips:
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Use your legal business name exactly as it appears in real life (no keyword stuffing like “Best Personal Injury Attorney Madison”).
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Select accurate categories—your primary should reflect your main area (e.g., Family Law Attorney, Estate Planning Attorney).
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Add complete contact details—address, local phone number, business hours.
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Upload high-quality images of your office, staff, and signage to build authenticity.
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Use the “Services” and “Products” fields to list your legal services with keywords.
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Update your Q&A section to pre-answer common client concerns.
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Write a compelling business description (up to 750 characters) with important keywords like your practice areas and service location.
Pro Tip: Use attributes like “Women-Led” or “Wheelchair Accessible” if they apply—Google prioritizes listings with enriched data.
2. Build Consistent NAP Citations
NAP stands for Name, Address, and Phone Number—and consistency across the web is a local SEO ranking signal.
Where to build citations:
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Legal directories: Avvo, FindLaw, Justia, Lawyers.com
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Local directories: Yelp, Chamber of Commerce, Better Business Bureau
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Data aggregators: Foursquare, Neustar Localeze, Data Axle
Make sure your NAP format is identical across all listings—no abbreviations, no spelling variants.
Even a minor discrepancy like “Ste.” vs “Suite” can confuse search engines and hurt your ranking.
3. Get More Positive Google Reviews
Reviews are one of the strongest trust signals for legal consumers—and they heavily influence your Local Pack ranking.
How to encourage more reviews:
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Send follow-up emails or texts after a successful case outcome with a direct link.
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Ask clients during in-person visits to leave a quick review on their phone.
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Feature a review widget or link on your website and email signature.
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Always respond to reviews—thank clients for positive ones and address concerns in negative ones with professionalism.
Tip: Encourage clients to mention your services and city in their reviews (e.g., “The best estate planning attorney in Madison”) for SEO benefits.
4. Add Location Pages to Your Website
If your firm serves multiple locations or counties, creating dedicated location pages is essential for ranking in those regions.
What to include:
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Custom page titles and meta descriptions with location keywords
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Unique content describing how you serve that area
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Google Maps embed with your office pin
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Location-specific testimonials
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Local legal references (e.g., courthouse names, local laws)
Avoid copy-pasting the same page with minor changes. Make each page valuable and distinct.
5. Use Local Schema Markup
Schema markup is code that communicates structured data to search engines. For law firms, implementing LocalBusiness and LegalService schema can significantly boost local relevance.
Mark up:
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Business name
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Address and phone
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Opening hours
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Reviews and ratings
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Practice areas
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Service areas
You can test your structured data using Google’s Rich Results Test.
6. Create Localized Content and Blog Posts
Creating content that addresses local issues, laws, and questions shows Google that your firm is an authority in your area.
Examples of localized blog content:
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“5 Things to Know About Divorce in Dane County Family Court”
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“What to Do If You’re Charged with a DUI in Madison, WI”
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“Estate Planning Tips for Retirees in Middleton”
Incorporate geo-specific keywords naturally, and avoid keyword stuffing.
Bonus: Add internal links from these posts to your core practice pages to improve site structure and SEO strength.
7. Build Local Backlinks
Backlinks are still one of Google’s top ranking signals. For Local SEO, local backlinks are especially powerful.
Sources for backlinks:
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Local news publications and blogs
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Legal associations (state bar, local bar chapters)
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Sponsorships (community events, nonprofits)
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Guest posting on related sites
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Testimonials or case studies for local vendors or partners
The more your firm is mentioned by relevant, reputable, and local sources, the better your chances of cracking the top 3.
8. Track and Monitor Your Local SEO Performance
SEO is not a one-time task—it’s an ongoing process. Regular monitoring ensures your strategy stays effective.
Use tools like:
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Google Business Profile Insights – See how users find and interact with your listing
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Google Analytics – Track traffic, conversions, and user behavior on your site
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Google Search Console – Monitor keyword rankings and technical issues
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BrightLocal or Whitespark – Monitor citation consistency, reviews, and local rankings
Audit your online presence monthly and update content, listings, and reviews regularly.
Ready to Dominate the Local 3-Pack?
Getting your law firm to rank in Google’s Local 3-Pack isn’t about gimmicks—it’s about building a trustworthy, consistent, and optimized presence across the web.
From claiming your Google Business Profile to building local content and backlinks, every step matters. If you want to be the go-to attorney in your area, Local SEO is the most cost-effective and high-impact strategy you can invest in.
Work with Experts in Local SEO for Law Firms
At Space Creative Agency, we specialize in helping attorneys and law firms rise to the top of local search results. Our data-driven strategies, customized content, and on-page + off-page optimization techniques are designed to help legal professionals connect with the clients who need them most.
Whether you’re a solo practitioner or a growing multi-location firm, we can help you:
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Rank in the Local 3-Pack
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Increase qualified leads
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Build a strong, credible digital presence
Let’s take your law firm to the next level. Contact Space Creative Agency at 608-217-8434 to schedule a free strategy call.