Word numbers in local search and directories

One number everywhere

Search engines and legal directories match a firm's listings by its name, address and phone number. When the same number appears on the website, the search listing and every directory, the listings support each other. When different numbers appear in different places, a client can call one that no longer rings the firm.

If the word number becomes the firm's main number, put it everywhere at once. If it is only for advertising, keep it off the listings and leave the main line there.

What Google asks of a business number

Google's guidelines for Business Profiles ask businesses to use a local phone number instead of a central call center helpline number whenever possible, and say the number must be under the direct control of the business. A local word number the firm owns meets both. Numbers that send callers to a referral service in place of the business don't belong on a firm's profile.

Source: Google Business Profile Help: guidelines for representing your business on Google

Legal directories and bar listings

Lawyer directories, bar association referral lists and local business directories each have their own listing for the firm. Update each one when the number changes, and keep a list of where the firm is listed so none is missed. Directories that show the number as text, not only as a button, let the word be seen.

Review requests

Firms that ask satisfied clients for reviews often do it in a closing letter or email. Including the word number there, beside the firm's name, gives the client the number to pass on to a friend, and the review platform shows the same number the firm's listing does.

Changing a listed number

When a firm replaces a listed number with a word number, keep the old number forwarding to the firm for a long while. Old directory entries, saved contacts and printed cards keep sending callers to it after every listing has been updated.