Gavel down on rivals: Google Business Profile for lawyers

Google Business Profile is arguably one of the most effective marketing strategies for lawyers. A study by IAALs and HiiL found 17% of people search for legal advice online, more than any other channel. The research also revealed that search engines are the first port of call, and that after government websites, lawyers are the go-to experts.

This makes Google Business Profile for lawyers (formerly Google My Business) an extremely valuable platform. As long as it features accurate information, engaging content, and positive reviews, lawyers can attract highly convertible users. And with counsel from the best SEO tools, law firms have a strategic edge on their side in a competitive local market.

The importance of Google Business Profile for lawyers

In legal marketing, the battle for online visibility can be as intense as the courtroom itself. But GBP offers a compelling platform for law firms to present their case to potential clients. A complete and active GBP lends credibility and displays important information like location, practice areas, and contact details. Recent photos can also significantly boost your firm's trustworthiness.

A Google Business Profile for lawyers in Baltimore

Google posts, Q&As, and messaging help lawyers communicate directly with prospective clients. This is an efficient way to answer queries and convince prospects to choose your services. Clients often seek specific legal services, be it in family law, criminal defense, or personal injury. Lawyers can use GBP to highlight their areas of expertise with primary and secondary categories. This targeted approach lets clients know you have the skills and experience to help with their individual case.

Google Business Profile allows lawyers to spotlight the firm's achievements and recent case studies. This positions you as an authority and helps potential clients feel confident about getting in touch. Reviews on GBP directly impact your firm's rankings and prove beyond a reasonable doubt why clients should choose you.

Google Business Profile reviews for a local lawyer 

Responding professionally to reviews shows your commitment to client satisfaction and improvement. GBP provides valuable insights into how potential clients find and interact with your profile. This data can be instrumental in refining your marketing strategies and improving your online presence. The verdict of the digital jury hinges on your Google Business Profile's ability to tell your firm’s story. With these strategies, law firms can craft compelling narratives that transform Google Business Profiles into powerful marketing tools.

How GBP impacts Google Maps optimization for law firms

Google Maps relies on data from Google Business Profile for lawyers’ local rankings. While the platform positions law firms based on proximity, it also considers relevance to the query and prominence. Google Business Profile goes a long way to influencing these important local ranking factors.

Directions to a lawyer’s office in Google Maps

So to climb Google Maps rankings, law firms need to follow advice on how to optimize Google Business Profile.

Optimizing Google Business Profile for lawyers

In the court of local SEO for lawyers, where search engines serve as the jury, firms face strong competition to stand out. Improving your Google Business Profile is a great starting place to get more eyes on your firm from local search. First, claim your law firm’s Google Business Profile and add others on your team who will be managing it with you. If a profile doesn't already exist, you'll need to go through the steps to create one and complete all the information.

The screen to choose how to verify your Google Business Profile

Once claimed or created, Google will need to verify your business. This is usually via a phone call or postcard to your business address. Fill out every part of your Google Business Profile. For lawyers, this includes your firm's name, address, phone number, website, hours of operation, and specific services offered. Ensure this information is consistent with your other listings online to improve your law firm’s local rankings. Selecting the appropriate business category is a crucial part of Google Maps optimization for law firms. You can choose up to ten of the following categories:

• Administrative attorney
• Attorney referral service
• Bankruptcy attorney
• Barrister
• Business attorney
• Civil law attorney
• Criminal justice attorney
• District attorney
• Divorce lawyer
• Elder law attorney
• Employment attorney
• Environmental attorney
• Estate litigation attorney
• Estate planning attorney
• Family law attorney
• General practice attorney
• Immigration attorney
• Insurance attorney
• Labor relations attorney
• Law firm
• Lawyer
• Legal affairs bureau
• Legal aid office
• Legal services
• Medical lawyer
• Paralegal services provider
• Patent attorney
• Personal injury attorney
• Real estate attorney
• Social security attorney
• Tax attorney
• Trial attorney

Accurate categories help both Google and users understand what you offer, improving your chances of appearing in relevant searches. Keeping your GBP up to date ensures clients always have access to current contact information, services, and office hours. Accurate listings signal to both clients and search engines that your firm is active and trustworthy.

Integrating relevant local keywords into your GBP description and posts helps improve your visibility in Google Search results. Research phrases potential clients might use, like "personal injury attorney near me" or "best divorce lawyer in [your city]." Use these keywords naturally in your GBP content to boost both local and organic SEO.

Profiles with photos see more clicks and engagement than those without, and play a key role in online decision-making. Include professional photos of your team, office, and any significant legal awards. High-quality images foster trust and professionalism, encouraging potential clients to reach out to your firm. 

Photos with satisfied clients on an immigration lawyer’s Google Business Profile

Positive reviews are a powerful tool for optimizing Google Business Profile for lawyers. Develop a process for asking clients to leave a review on your GBP, perhaps after a case concludes successfully. Equally important is responding to reviews, both positive and negative, in a professional manner. This can change a client’s opinion and mitigate the impact of bad reviews.

Google posts allow lawyers to publish updates, news, and events directly to GBP. Use this feature to announce legal victories, share insights, or promote upcoming seminars. Google posts are also useful for educating potential clients about their legal rights and recent law changes. This content adds value and positions your firm as a helpful resource.

Google posts promoting services for a local law firm

Regular posts keep your profile active and engaging, giving potential clients more reasons to choose your firm. Prepare a list of frequently asked questions and provide answers directly on your GBP. This not only enriches your profile but also anticipates and addresses potential clients' inquiries. Leveraging this feature saves your staff time and provides immediate assistance to prospective clients browsing your profile.

Ensure your Google Business Profile communicates any accessibility features of your offices, like wheelchair access or language translation services. This information is invaluable for clients with specific needs and showcases your firm’s commitment to inclusivity. Use your GBP to share your law firm’s commitment to Environmental and Social Governance (ESG) initiatives. Whether it's pro bono work, sustainability practices, or diversity initiatives, these efforts resonate with clients who value corporate responsibility.

Use GBP’s built-in performance analytics to track how visitors interact with your listing. Or, try Semrush Local’s Google Connector, which integrates GBP insights into the rest of your reporting.

GBP insights as seen in Semrush Local

Google Maps optimization for law firms requires ongoing adjustments based on performance, paying special attention to engagement and conversions. This data can inform your law firm’s broader marketing strategy, helping you understand what attracts potential clients.

Integrating Google Business Profile into your law firm's marketing strategy

Google Maps optimization for law firms is just one piece of the local SEO puzzle. For maximum results, integrate your Google Business Profile with the rest of your marketing. For example, you can embed Google Maps on your law firm's contact page to make it easier for clients to find your location.

A Google Map embedded on a lawyer’s website

Ensure your GBP, website, and other GBP listings have consistent information and use the same keywords for SEO benefits. Share your Google posts on your social media platforms to broaden your reach and draw attention to your profile. Leverage these channels to encourage clients to review your services on GBP. You can then share the positive reviews you generate on social media, your website, and in marketing materials.

A review from a lawyer’s Google Business Profile shared on social media

Analyze search trends to identify what potential clients are looking for. You can then tailor your GBP posts and wider content strategy to address these needs. For instance, a surge in interest for virtual consultations might be worth leveraging to attract clients that value convenience.

Highlight your GBP in blog posts, encouraging readers to visit your profile to check reviews or ask questions. Use blog content to answer common questions found in your GBP Q&A section. In your newsletters, include a call-to-action encouraging subscribers to leave a review on your GBP.

If you serve multiple locations, create landing pages for each area so users go to the most relevant information. Set the location-specific landing page as the website link on your Google Business Profile.

Forge partnerships with other local businesses for cross-promotion in Google Business Profile posts. This can include hosting joint webinars, community service events, or legal aid clinics. Such collaborations boost your local visibility and demonstrate community involvement.
 

Invest in professional photography or a virtual tour of your office for your Google Business Profile. High-quality visual content can make your listing more appealing and trustworthy to potential clients. You can also use the photos in your other marketing efforts to maximize your return.