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    In this article we will cover how to optimize your firms Google Business Profile. This is a guide geared towards those new to GBP Profile. However, as with anything related to SEO there are a lot of nuances – so if you’re looking for the full guide that contains all of the nuances check out our guide on Local SEO For Lawyers.

    Here’s how to boost your law firm’s visibility in Google’s local search results:

    1. Claim and verify your free Google Business Profile listing
    2. Fill out your profile completely
    3. Add photos and visual content
    4. Use GBP features (Posts, Q&A, Messaging)
    5. Manage reviews
    6. Improve local SEO
    7. Use GBP Insights
    8. Keep your profile current
    9. Try advanced GBP tips

    Quick comparison of Google Business Profile (GBP) optimization steps:

    StepEffortImpact
    Claim/verifyLowHigh
    Complete profileMediumHigh
    Add visualsLowMedium
    Use featuresMediumMedium
    Manage reviewsHighHigh
    Authority BuildingHighHigh
    Use InsightsLowMedium
    Keep updatedMediumMedium
    Advanced tipsHighMedium
    Note: These are just a small sample of the GBP optimizations available.

    Do you want to know the key to success to showing up in the local pack for law firms?

    An screenshot of the 2024 Google Local Pack in Google Search Results showing 3 divorce law firms

    Did you know that a complete, accurate GBP profile makes your firm 2.7x more likely to be seen as reputable?

    Plus we found that over 90% of people looking for a lawyer turn online at some point in their search for an attorney.

    Here is how you can optimize your listing to increase your visibility.

    1. Claim and Verify Your GBP Listing

    Want to boost your law firm’s online presence? Start with Google Business Profile. Here’s how:

    Claim Your Listing

    1. Head to the Business Profile website at https://www.google.com/business/
    2. Click “Manage now” or “Sign up”
    3. Enter your firm’s name
    4. Choose your category
    5. Add your address
    6. Include service areas (if needed)
    7. Input phone number and website
    8. Pick a verification method

    Not sure if you have a GBP profile? Search for your firm on Google or check your Google account. You can also check on https://www.google.com/maps

    Why Verification Matters

    Verifying your listing isn’t just a box to tick. It’s a game-changer:

    BenefitImpact
    Trust2x more likely to be seen as trustworthy
    Customer action24% more calls, 18% more direction requests
    Search rankingsBetter chance of Local 3-Pack appearance
    Review managementYou can respond to Google reviews

    Verification gives you the keys to your Google Search and Maps presence. Update info, add photos, and see how customers find you.

    To verify, you’ll need:

    • Google account
    • Business basics (name, address, phone, website)
    • Address proof
    • Business registration docs
    • Sometimes it will require a live video verification

    Google offers several verification methods:

    • Postcard (most common, up to 12 days)
    • Phone or text
    • Email
    • Video call
    • Instant (if your website’s verified in Search Console)
    • Bulk (for 10+ locations)

    Don’t sit on it. Verification codes can expire, so act fast when you get one.

    2. Fill Out Your Profile

    Let’s make your Google Business Profile for your law firm shine. Here’s how:

    2.1 Your Name, Address & Phone Number should represent your accurate business details

    Your Name, Address, and Phone number (NAP) need to match everywhere online. Why? It helps Google trust you and boosts your local SEO.

    WhereWhat to Put
    GBPLegal name, full address, local number
    Your siteCopy GBP exactly
    Other websites like YelpSame as GBP and your site

    Quick Tip: Use a spreadsheet to track your NAP. For now we are just adding it to your listing but later we will add it on other important websites. Update your website first, then GBP, then everywhere else.

    2.2 Choose Your Categories Wisely

    Pick categories that fit your law firm:

    1. One main category for your primary focus. If you’re a divorce attorney it should be Divorce Attorney vs. Family Lawyer. Don’t use a generic category for the primary category.
    2. Up to 9 others for additional services

    Example:

    • Main: “Personal Injury Attorney”
    • Others: “Lawyer”, “Law Firm”, “Legal Services”, “Trial Attorney”

    Don’t add categories that don’t fit. It could get your account suspended or decrease your visibility in search results.

    2.3 Craft a Solid Description

    Your description is your pitch. Keep it under 750 characters and include:

    • What you do
    • How long you’ve done it
    • Why you’re the best
    • Key terms (naturally)

    Here’s a sample of a generic description.

    Smith & Associates: Chicago’s go-to personal injury lawyers for 20+ years. We handle car accidents, workplace injuries, and medical malpractice. Our mission? Getting you the compensation you deserve.

    But let’s be fair. If you confuse, you lose. That’s why we recommend Storybrand messaging like:

    When your wealth and future are on the line, we protect what matters most – ensuring a fair, secure resolution in your high-net-worth divorce.

    2.4 Get Your Hours Right

    Accurate hours build trust. Here’s the deal:

    • List when you’re open and when the office is staffed
    • Update for holidays
    • Use “Special Hours” for temporary changes

    Check your hours often. Wrong info can turn clients away or get your listing suspended.

    3. Add Visual Content

    Make your law firm pop on Google My Business (GBP) with great visuals:

    Photos That Pack a Punch

    Skip the boring gavels. Instead:

    • Show your office exterior (1024 x 575 pixels)
    • Add team photos (720 x 720 pixels)
    • Include attorney headshots (720 x 720 pixels)

    Real background photos and candid shots are WAY more engaging than flat headshots. You can also edit these to include review stars or trust signals.

    Your Logo: Make It Count

    • Square image (720 x 720 pixels)
    • High-res and clear
    • Match your website and other platforms

    4. Use GBP Features

    Google My Business (GMB) can supercharge your law firm’s online presence. Here’s how:

    4.1 Google Posts

    Use Google Posts to share updates on your GMB profile:

    • Post weekly legal tips
    • Highlight wins
    • Announce new services

    Tip: Use “What’s New” posts. You get 1,500 characters to answer common legal questions.

    Post TypeUse for
    What’s NewTips, wins
    EventWebinars
    OfferFree consults

    Add a clear CTA like “Book Free Consult” or “Learn Your Rights”.

    Examples of Google Posts

    4.2 Q&A Management

    The Q&A section is a goldmine. Here’s how to use it:

    1. Add your own FAQs: Don’t wait for questions. Create a FAQ section yourself.

    2. Be quick: Answer new questions within 24 hours.

    3. Use keywords: Include legal terms in your answers for SEO.

    Example:

    Q: How much does a personal injury lawyer cost?

    A: We work on contingency. No upfront cost. We only get paid if you win. Free case evaluations available.

    5. Get & Respond To Reviews

    Reviews can make or break your law firm online. Here’s how to manage them:

    5.1 Ask for Client Reviews

    Want reviews? Just ask. But timing matters:

    • Ask right after winning a case
    • Email a direct link to your GMB page
    • Use texts or QR codes for easy access

    5.2 Respond to Reviews

    Always respond to reviews. It shows you care.

    For good reviews:

    • Thank the client by name
    • Mention specific parts of their feedback

    For bad reviews:

    • Respond fast (within 48 hours)
    • Keep it professional and understanding
    • Take the chat offline

    Try this response template:

    “Hi [Name], thanks for your feedback. We’re sorry about your experience. Please call us at [phone number] to discuss further.” – This type of response can take the conversation offline.

    5.3 Deal with Bad Reviews

    Bad reviews happen. Here’s what to do:

    1. Keep calm and professional
    2. Address the issue without sharing private info
    3. Offer to talk offline
    4. Use the feedback to get better

    Fun fact: 90% of people might still pick your firm if you handle bad reviews well.

    Remember: Reviews go both ways. Engage with them to build trust and boost your online presence.

    6. Improve Local SEO

    Want more local clients? Local SEO is your secret weapon. Here’s how to dominate your area:

    6.1 Use Relevant Keywords

    Sprinkle location-based keywords everywhere:

    • “Houston personal injury lawyer” in your Google Business Profile (GBP)
    • “Criminal attorney Oak Park” on your website

    This tells Google exactly where you work.

    6.2 Create Location Pages

    Got multiple offices? Make a page for each one. Include:

    • Address and contact info
    • Nearby landmarks
    • Local services

    6.3 Keep Info Consistent Online

    Your name, address, and phone number (NAP) need to match EVERYWHERE:

    • Website
    • GBP
    • Legal directories
    • Social media

    Why? It helps Google trust your location info.

    PlatformWhere to Check
    WebsiteContact page, footer
    GBPBusiness info section
    DirectoriesAvvo, FindLaw, Justia
    Social MediaAbout sections

    7. Use GMB Insights

    GMB Insights is your secret weapon. It shows how people find and interact with your law firm online.

    Let’s look at the key numbers and how to use them.

    7.1 Important Numbers to Watch

    Here’s what to track:

    • #1: Phone Calls & Conversions attributable to GBP all the way to signed cases. Everything else comes next on the priority list including:
    • Profile Views: How many saw your listing
    • Search Queries: Terms that led to your profile
    • Customer Actions: Calls, clicks, and direction requests
    MetricMeaning
    Profile ViewsYour visibility
    Search QueriesTraffic-driving keywords
    Customer ActionsHow people engage

    Check these monthly to spot trends.

    7.2 Use Data to Improve

    Turn numbers into action:

    1. Boost Visibility

    If views are low:

    • Update your description
    • Add more photos
    • Use Google Posts for updates

    2. Optimize for Search

    Use popular queries to:

    • Update profile keywords
    • Create targeted website content
    • Inform Google Ads strategy

    3. Encourage Action

    If actions are lacking:

    • Double-check contact info
    • Add a clear call-to-action
    • Highlight what makes you unique

    GMB Insights isn’t just numbers. It’s your roadmap to more clients.

    “76% of customers visit a business within 24 hours of a smartphone search about it.”

    This shows why GMB matters. Use your data to make your listing a client magnet.

    8. Keep Your Profile Current

    Your Google Business Profile profile is your digital storefront. Keep it fresh and you’ll rank better in local searches and keep clients in the loop.

    8.1 Check Info Regularly

    Make profile checks a habit:

    • Weekly: Phone number, services and website
    • Monthly: Photos and posts
    • Quarterly: Full profile review
    WhatWhen
    Contact InfoWeekly
    Photos & PostsMonthly
    Full ProfileQuarterly

    Here’s why it matters: 97% of people look for local businesses online. An outdated profile? That’s lost clients.

    8.2 Update Hours for Holidays

    Don’t let holidays catch you off guard:

    1. Mark major holidays on your calendar

    2. Update GMB hours a week before

    3. Use Google Posts to spread the word

    “Showing up to a closed law firm because of wrong online hours? That’s a client’s worst nightmare.”

    After updating, search for your firm. Make sure those changes are live.

    9.2 Try Local Service Ads

    Local Service Ads (LSAs) can boost your visibility. They show up at the top of search results, above regular ads.

    LSAs work on a pay-per-lead model. You only pay when someone contacts you through the ad. Plus, Google screens leads to match your services.

    To set up LSAs:

    1. Check your eligibility
    2. Set up through Google Ads platform
    3. Choose your budget and service areas
    Pros of LSAsCons of LSAs
    Top search placementCostly in competitive areas
    Pay only for leadsLimited ad content control
    Google-verified badgeNot for all practice areas

    9.3 Link GBP to Marketing Plans

    Make your GMB profile work with your other marketing efforts:

    1. Use Google Posts for blog highlights
    2. Share client reviews on social media
    3. Add GMB link to email signatures

    Tip: Update your GBP profile weekly. Fresh content can boost your local search ranking.

    Congrats! You know the basics

    Optimizing your law firm’s GBP profile is a game-changer for your online presence. Let’s recap the key steps:

    1. Claim and verify your listing
    2. Keep your NAP consistent
    3. Choose the right business category
    4. Add quality photos and a compelling description
    5. Use GMB features like Posts, Q&A, and Messaging
    6. Encourage and respond to reviews
    7. Update regularly with fresh content

    But here’s the thing. There is so much more! To learn about all of the signals and a complete walkthrough make sure to read our full Local SEO For Lawyers guide.

    But don’t just set it and forget it. Use GMB Insights to track your progress and fine-tune your strategy.

    Casey Meraz Casey Meraz is an entrepreneur, SEO expert, investor, creator, husband, father, friend, and CEO of Juris Digital. Casey is a frequent speaker at industry events and the author of two books on digital marketing, including "Local Marketing for Personal Injury Lawyers" and “How to Perform the Ultimate Local SEO Audit”
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