Law Firm Marketing Blog

Google Business Profile Optimization for Lawyers

Google Business Profile Optimization for Lawyers

October 6, 2021   |   Written by Rachel Reynolds
GMB for Lawyers

Did you know that you have the opportunity to get a free business profile through Google Business Profile for lawyers? That’s right, you do! With 15 minutes and a little bit of information, you can create a GBP listing for your law firm that helps potential clients find you on the web and in person.

According to the latest Google Business Profile Insights Study by Birdeye, the average local business with a verified GBP profile receives 200 interactions each month.

  • Website visits accounted for 48% of the total interactions on Google Business Profiles.
  • Direction requests represented 29% of interactions.
  • Calls to businesses accounted for 21% of the interactions.

Here are more key findings from the study:

  • Approximately 57% of all law firms have a verified Google Business Profile.
  • Average law firm can expect approximately 120 direction requests from their Google Business Profile per year.
  • Average law firm can expect to see about 36 Google reviews each year.
  • Legal sector generates approximately 600 Google search views each month for each verified GBP.
  • Average law firm Google Business Profile has approximately 30 photos.

Given that a GBP account and profile are free, why not capture these website clicks and phone calls that drive searchers to your front door?

What Is a Google Business Profile for Lawyers?

GBP for lawyers is a tool that enables you to manage and optimize your Google business profile, which will increase your visibility on local results pages of Google Search and in Google Maps. Profiles also show up in mobile searches, which are increasingly frequent among users. Google profiles about your business can exist on the web without your knowing it, so to control, manage and optimize your business profile on Google, you must verify your business and show proof of ownership. If a profile doesn’t exist, then you can create one. So, there are two things to follow up on:

  1. Create a Google Business Profile account for your law firm.
  2. “Claim” (a.k.a. verify) your Business Profile if one already exists so you can manage and alter it as needed. If no profile exists, create one.

After you’ve done these two things, you’ll be able to expand, update and even answer users’ questions on your profile page. You can also respond to reviews, enable direct messaging, and set up associated alerts.

Setting Up Your Google Business Profile for Lawyers

1. Be as Complete and Accurate as Possible

Be sure to include the following information in your Google Business Profile for lawyers account and when setting up your business profile. Be sure your firm name, address, and phone on your website are exactly the same as on your listing. The more complete your listing, the better your GBP performance:

  • Name
  • Address
  • Phone Number
  • Opening Hours
  • Practice Areas
  • Photos
  • SEO keywords embedded in text (this helps Google’s algorithm find and rank you)
  • Service Area
  • Relevant Business Category

2. Include Pictures on Your Google Business Profile for Lawyers

It’s a great idea to add photos to your GBP listing, including pictures of your logo, the outside of your building and signage. Adding interior photos of your office, particularly the lobby, is helpful, too. The Google Business Profile Insights Study shows that local businesses have a median of 11 photos on their GBP profile. This not only makes it easier for a potential client to recognize your building when they drive by, it also puts a face with a name when you include photos of your attorneys and staff. Photos should be at least 720 pixels wide by 720 pixels tall, and either a JPG or PNG. Businesses with photos receive 35% more clicks through to their websites than businesses that don’t have photos, according to Google. And 60% of consumers say local search results with good photos capture their attention and push them toward a decision. Google offers suggestions for specific photos to add to your GBP listing.

3. Update Information Regularly

If your company moves to a new office building or changes phone numbers, it’s important to promptly update your GBP account and profile to reflect this new information. There’s nothing worse than having multiple, conflicting listings for your law firm all over the internet. This confuses the Google algorithm and dampens your performance on search engine results pages (SERPs). Updating and interacting with your GBP account and profile also builds trust and authority among users when they see that you’re active and engaged with them. There’s even the newest option for GBP users called Google Posts — which enables you to add recent news and current events about your firm to your Google business profile, much like you would add a blog to your website. Remember, interaction builds trust with users. Expertise, Authoritativeness, and Trustworthiness (E.A.T. in SEO lingo) are key in building your reputation and brand.

4. Respond to Client Reviews on GBP

Google strongly encourages firms to respond to client reviews on GBP. Your business profile enables clients to post reviews of your law firm, and online reviews are a great way to drive up valuable word-of-mouth marketing. Reviews are critical, because clients listen to other clients when making decisions about hiring a lawyer. When you respond to client reviews, it shows that you really care, and it highlights your commitment to exceptional client service. We can even offer tips for responding to negative reviews.

5. Here’s What a Google Business Profile for Lawyers Listing Looks Like

GBP Profile

Recap of GBP Business Listing

So, let’s recap all the rich information that will show up on a law firm business listing online if you set up your Google Business Profile for lawyers account and business profile comprehensively. The listing can include:

  • Firm’s name
  • Map with a pin on your location
  • Photos of your business
  • Directions to your office
  • Google reviews/ratings with stars
  • Number of Google reviews
  • A link to your website
  • Service area
  • Office hours
  • Office address
  • Phone number
  • Practice areas
  • Appointment URL
  • Questions and answers
  • Google posts
  • Chance to save details to phone

Showing Up in a 3-Pack

Another benefit of a well-optimized Google Business Profile for lawyers listing is that it can increase your chances of showing up in a “3-pack” at the top of a potential client’s search engine results page (SERP). This boosts your local SEO. This is a great way of being highlighted right off the bat in an organic search. Here’s an example of a 3-pack for lawyers:

Google Map

Showing up in a 3-pack can be an excellent way for potential clients to find a skilled attorney nearby when they are going through a divorce, need to file bankruptcy, have recently been injured, want to create an estate plan, or need another legal service.

We Can Help with Your Google Business Profile for Lawyers Listing

If all of this sounds a bit overwhelming, we can help. The professionals at Gladiator Law Marketing are skilled at all things Google, and we assist our clients in understanding and optimizing their Google Business Profile for lawyers’ listings. To find out more about how we can help, contact us at 1-888-683-8212.

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