Fourth on the page, missing from the map

Who holds the map pack

The three firms Google shows on the map for each search, with their review counts.

Pack from Ahrefs SERP data (September and October 2026). Ratings and counts from Birdeye and Yobi mirrors of Google, so treat them as close, not exact.

Your profiles next to theirs

The pack holders all say they answer 24/7. Your site says “by appointment only”, and Idaho Divorce Law Firm holds a profile at your Boise suite.

Google’s own rules that apply to you

Quoted from Google’s guidelines, so every change below can be defended if the profile is ever reviewed.

The optimisation, step by step

Each step is allowed by the rules above. Minutes are the time it takes at the keyboard.

1. Log into Google Business Profile Manager with Joe and list every profile the firm controlsLog into Google Business Profile Manager with Joe and list every profile the firm controls: Joe Frick Law (Boise? Meridian 3023 E Copper Point Dr?), Idaho Divorce Law Firm, and anything at 1488 Midway Ave. Confirm which exist, which are verified, and which address each shows.
   30 min
2. If the Meridian profile is the firm's real GBP and the firm has left that address, update If the Meridian profile is the firm's real GBP and the firm has left that address, update its address to 250 S. 5th St., Suite 302, Boise (keeping its reviews) rather than creating a new Boise profile. Mark it closed only if a verified Boise profile already exists.
   30 min
3. Before claiming or keeping either office, confirm each address is staffed and has permanenBefore claiming or keeping either office, confirm each address is staffed and has permanent signage for 'Joe Frick Law'. Both offices are marked 'BY APPOINTMENT ONLY' on the site, and Suite 302 also hosts Idaho Divorce Law Firm.
   20 min
4. Decide how Joe Frick Law and Idaho Divorce Law Firm share 250 S 5th St Ste 302. Keep two pDecide how Joe Frick Law and Idaho Divorce Law Firm share 250 S 5th St Ste 302. Keep two profiles only if the brands genuinely operate independently (separate name, signage, phone and website). Otherwise keep one profile under one brand name.
   30 min
5. Name both profiles exactly 'Joe Frick Law'. Add ', PLLC' only if signage and stationery coName both profiles exactly 'Joe Frick Law'. Add ', PLLC' only if signage and stationery consistently show it. Never add 'Boise', 'Idaho Falls', 'Personal Injury' or 'Car Accident' to the name.
   10 min
6. Set the primary category to 'Personal injury attorney' on both offices, and add very few aSet the primary category to 'Personal injury attorney' on both offices, and add very few additional categories that match the firm's core work (for example a car-accident-specific category, only if Google offers it in the picker). Do not add divorce or family-law categories to the PI profiles if Idaho Divorce Law Firm keeps its own profile.
   15 min
7. HoursHours: if the offices really are by appointment only, leave regular hours blank as Google instructs. Better, staff fixed weekday hours (e.g. Mon-Fri 8:30-5) at the office and list those, and drop 'by appointment only' from the site.
   15 min
8. PhonePhone: Boise profile uses 208-401-9311. Pick ONE Idaho Falls number (208-906-0552 or 208-960-6744) that rings at that office and is owned by the firm, and use it as the primary number on the GBP, the contact page, the footer and the directories. Put the other number, if kept, only in 'additional phones'.
   20 min
9. Website linksWebsite links: point the Boise GBP to https://joefricklaw.com/personal-injury/ (the Boise PI page). Build an Idaho Falls office / personal injury page (address, phone, map, PI services) and point the Idaho Falls GBP to it. Today the site has only Idaho Falls car, truck and motorcycle pages.
   120 min
10. Fix the site's NAPFix the site's NAP: the home page and About page say 'offices in Nampa and Boise', and LinkedIn still lists a Nampa address. Update them to Boise + Idaho Falls with matching addresses and phones, and update the Meridian/Bannock directory listings (Yobi, TrustAnalytica, Attorneyatlaw, FindLaw, Avvo).
    90 min
11. Add Services on each profile, limited to work actually done at that office: Personal injurAdd Services on each profile, limited to work actually done at that office: Personal injury, Car accidents, Truck accidents, Motorcycle accidents, Wrongful death, Workers' compensation.
    20 min
12. Write a 600-750 character description per officeWrite a 600-750 character description per office: what the firm does (PI and car accidents), who Joe is, the office it serves, and contingency/free consultation stated plainly. No links, no prices or promos, no ALL-CAPS.
    30 min
13. Set up a review request processSet up a review request process: after every closed matter (win or not), send each client the GBP 'ask for reviews' short link or QR code by text and email, with one reminder after 7 days. Never offer anything in return, never filter to happy clients, and never suggest wording. Reply to every review within a week.
    60 min
14. Upload real photos to each profileUpload real photos to each profile: at least 3 exterior photos with the sign visible, 3 interior photos, and 3 'at work' photos (Joe with clients or in court, with consent). Add a headshot and logo.
    60 min
15. Publish one Update post every 2 weeks per profile (e.g. an Idaho car-crash checklist, statPublish one Update post every 2 weeks per profile (e.g. an Idaho car-crash checklist, statute-of-limitations reminder, or office news) with a 'Learn more' button to that office's page. Leave phone numbers out of the post text.
    30 min
16. Practitioner profile for JoePractitioner profile for Joe: do NOT create one for now. Joe Frick Law is named after Joe, so the firm profile already carries his name. If he is the only public-facing lawyer at an office, Google's guidance is one shared profile. If Suite 302 has several public-facing lawyers (Yobi names James Vavrek too), a separate practitioner profile titled just 'Joe Frick' would be allowed. It would be a third Boise listing beside two firm profiles, though, and he must not have one per specialty.
    10 min
17. AttributesAttributes: if Joe is a veteran (a podcast episode title calls him an 'Air Force vet': https://lawyerstories.libsyn.com/ep-122-joe-frick-air-force-vet-turned-idaho-family-law-lawyer-teaches-marketing-to-other-attorneys), confirm with him and turn on 'Identifies as veteran-led' if Google offers it for this category. Also add any appointment or online-consultation links the firm really offers.
    10 min

Reviews: the gap that decides the pack

Google Maps blocks automated reading, so categories, photos and posts for each profile need a 10-minute look in Maps with the firm logged in. Everything marked – above is unknown, not zero.