What an office page is for
Someone looking at an office page usually has a practical question: is this the office near me, how do I get there, can I see someone in person, and who works here. A good office page answers those plainly. It is also the page your Google Business Profile for that office should link to, so the details must match.
What each page includes
- The office address exactly as it appears on the firm's Business Profile
- Opening hours, and whether appointments are needed
- Phone number and email for that office
- The lawyers based there, linked to their profiles
- The practice areas handled at that office, linked to the practice area pages
- Directions: public transport, parking and accessibility of the building entrance
- A map image or link, loaded in a way that does not slow the page or set tracking cookies before consent
Real offices only
Google's Business Profile guidelines are clear that a business must have a real location to be listed there. The guidelines say a rented mailing address where the business does not operate, "also known as a virtual office", is not eligible for a Business Profile [1]. Service-area businesses that visit clients rather than receive them should hide their address [1].
For a law firm, that means a page for each office where lawyers actually see clients. We do not build pages for suburbs or towns where the firm has no office, presented as if it did. Google's spam policies list "having multiple domain names or pages targeted at specific regions or cities that funnel users to one page" as an example of doorway abuse [2]. If you want to say you act for clients across a region, the place for that is a clear statement on the relevant practice area page, not a set of near-identical town pages.
Practitioner listings
Lawyers are named in Google's guidelines as individual practitioners, alongside doctors and real estate agents [1]. Practitioners can have their own Business Profiles in some circumstances, and support staff should not create their own profiles [1]. Whether individual lawyer profiles on Google suit your firm is a marketing decision, but if you use them, each should link to that lawyer's profile page on your site, and their details should match.
Making each page useful, not a copy
The difference between a useful office page and a thin one is local, specific detail that only applies to that office: which train station is closest, whether the building has lift access, which lawyers attend which local court, which days a visiting lawyer is in. We gather those details from the people who work there.
Accessibility of the office itself
Clients with disability want to know before they travel whether they can get in. Each page includes a short access note: step-free entry or not, lift access, accessible parking nearby and whether appointments can be held by phone or video instead. It is short to write and saves a reader a wasted trip.
Technical set-up
- Consistent name, address and phone number on the page, in the footer where relevant and on the Business Profile
- LocalBusiness structured data only for offices with a public address, and only using facts that appear on the page
- Each office page linked from a single "Our offices" page and from the footer
- Map embeds deferred until a reader asks to load them, so third-party scripts do not run on page load
When a firm has one office
A single-office firm does not need a separate office page. The contact page carries the address, hours, directions and access notes, and the Business Profile links there.
Questions people ask
Can we have pages for suburbs we serve but do not have an office in?
We advise against building pages that look like local offices where none exists. Describe the areas you act in on your practice area or contact pages instead, which is clearer for readers and avoids the doorway patterns Google's spam policies describe.
Should each office have its own phone number on the site?
If each office answers its own phone, yes. If all calls go to one reception, show that number and say so, so readers are not confused.
Do office pages need maps?
A map helps, but an embedded map loads third-party code. We use a static image or a link by default and load an interactive map only when a reader asks for it.
Sources
Checked on 29 October 2026. Labels show what kind of source each one is.
- Platform documentation Guidelines for representing your business on Google, Google Business Profile Help.
- Platform documentation Spam Policies for Google Web Search, Google Search Central. Doorway abuse.