1. Start with the geography your firm actually serves
Villa Park is recorded as a municipality in DuPage County. That matters because a firm may describe its service area narrowly around Villa Park, across DuPage County, or across a wider Illinois market. Those are different reputation questions. A review profile can be visible to people outside the village, while a local searcher may compare firms based on the places, practice areas, and contact details shown on the profile. Population alone cannot tell you how many people need legal help or how many reviews your firm could receive.
Recommended approach
Map the locations your firm genuinely serves before evaluating reputation performance. Separate Villa Park from DuPage County and from any broader metropolitan or statewide service area. Then review whether your profile, website, and intake records use the same geographic descriptions. Measure inquiries by location only when your intake process captures that information; do not treat the village population as a forecast.
