Waleriańczyk Law Firm: top of the map in a tough category
Legal services are one of the hardest niches in local Google results. For two years we managed three attorney profiles of the firm — all held top positions on Google Maps, and the Koszalin profile alone generated 492 calls in a year.
Google Business Profiles · Koszalin, Gdańsk, Szczecin
The project in numbers
Source: Google Business Profile insights for the Koszalin location, year-over-year comparison.
Competition, spam and scattered profiles
The firm needed its attorneys’ profiles to rank in cities far apart — Koszalin, Gdańsk and Szczecin — in one of the most competitive local categories on Google. On top of that came spam listings and unfair tactics from competitors in the local results.
One strategy for three profiles
- An audit and optimization of every profile for local searches — including “attorney Gdańsk” and “lawyer Koszalin”.
- Unified data and categories — names, addresses, phone numbers and categories consistent across all profiles and across the web.
- Protection against spam and fake reviews — monitoring changes to the profiles and responding to unfair activity.
- Ongoing management — posts, updates and review handling within one coordinated strategy.
All communication presented the firm and its areas of practice — within the rules of professional ethics that apply to attorneys in Poland.
Calls and enquiries from the profiles
For two years all three profiles held top positions in local results. As an example, the Koszalin location alone recorded 38k profile views in a year (13k more than the year before), 492 calls (+196) and 803 direction requests (+344). For a law firm, every one of those calls is a potential consultation.
In legal services, order wins
In a category where competitors are willing to submit false edits to other firms’ profiles, a listing without constant oversight can lose its position overnight. Regular monitoring and consistent data matter here as much as the optimization itself.
A checklist for attorney profiles
- Are the name, address and phone number identical on the profile, the website and in directories?
- Does the primary category match what the firm does most often?
- Do the description and services list specific practice areas, not just “comprehensive legal services”?
- Do you regularly check whether anyone has suggested edits to your profile?
- Do you reply to reviews without revealing details of cases?
- Does your communication stay within the rules of professional ethics?
Frequently asked questions
Yes, in certain situations — for example profiles of individual practitioners or separate offices. They must follow Google’s guidelines and must not compete with each other.
By monitoring changes to the profile regularly, reporting fake reviews and spam listings, and keeping consistent business data across the web.
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