Grow your Firm with Google Business Profile for Lawyers

If you are trying to grow your law firm, then taking advantage of Google Business Profile for lawyers (formerly “Google My Business”) is a must. A quality Google Business Profile is one of the most effective ways that lawyers can market their business online. When done right, this helpful tool can boost your business’ visibility in local searches, reach top spots in Google’s organic search results, and establish trust with potential clients and referrers. And best of all, it is completely free!

But what is Google Business Profile? Why is it important for growing your law firm? And how do you effectively leverage this tool to get free traffic from Google and boost your business’ online presence?

What is Google Business Profile?

Google Business Profile is a free, easy-to-use tool that helps you promote your law firm or business online through local Google search results and Google Maps. It also allows you to provide details and photos of your business, including your location, services, and products. Utilizing this free business listing is a great way to increase your firm’s visibility and effectively manage your business’ overall online presence across Google platforms.

Why is a Google Business Account Important for Growing your Law Firm?

Get discovered in Google (and Google Maps)

The most prominent (and free) way to capture people’s attention online is through your Google Business Profile. Whether you’re looking for foot traffic or web traffic, your potential clients are actively using Google to find you. Having a Google Business Profile helps ensure that your business appears in Google Search Results or on Google Maps when clients search for services like yours in their area. GBP also shows potential clients where and how to visit your business, improves your local SEO, and is a tool your law firm can leverage in order to reach top spots in Google’s organic (local) search results. Optimizing your GBP is truly a one-stop-shop for marketing your legal services to potential clients who, more and more, are using Google to find a lawyer.

How to Use GBP to Get Free Traffic from Google and Boost Your Business’ Online Presence? 

When someone searches for a business online, such as “personal injury law firm,” Google provides a list at the top of the search results page along with several local businesses it thinks best fit that search query. 

So how does Google pick which law firms appear in the top results? It has everything to do with the quality of your law firm’s Google Business Profile. Below are a few steps you can take to make sure your law firm’s Google Business page stands out and improve your local ranking on Google:

1. Include as much information as possible

Google’s aim has always been (and will always be) to show the best, most accurate results for someone’s search query. That’s why it’s important for your law firm’s Google Business Profile listing to include as much information as possible, such as:

  • Business hours
  • Address/ Location
  • Contact Details
  • Photos and Videos
  • Service area
  • Opening date

When a potential client searches for your business on Google — or searches terms related to your business — you want to ensure they have all the information they need to visit, make a decision, or contact your company.

2. Include Photos

When you create your law firm’s Google Business Profile listing, you’ll have an option to upload photos and videos that are visible to clients who click your listing for more information. Photos are a powerful way to improve SEO ranking and attract new clients to your business. Photos help show that your business is “real,” and give a face to your firm that potential clients can connect with. The more photos you have on your Google My Business listing, the better your chances of leading clients from discovery to conversion.

3. Build Trust through Reviews (and Responses)

Reviews are a key element to increasing your client conversions, and a meaningful way to build trust and credibility. Google’s combined star rating allows customers to share information about their experience with your business. All of which helps influence future customer decisions. Reviews also improve your Google ranking.

While it can be unnerving to know that anyone can leave a publicly positive or negative review of your business; a great feature of GBP is the ability to respond to any and all customer reviews. And responding to customer reviews (both positive and negative) is important! According to a survey by Google, businesses that respond to reviews are considered 1.7 times more trustworthy than those that don’t. 

Tip: Google finds that a combination of positive and negative reviews is more trustworthy than page after page of glowing recommendations.

4. Respond to Customer Questions

Just as it is important to respond to customer reviews, it is equally important to respond to customer questions on your Google Business Profile.  User-generated questions and answers are a powerful tool for connecting with potential and existing clients. Oftentimes, people asking questions on your profile are genuinely interested in your legal services, and could be soon ready to hire your legal team. Answering customer questions helps to increase conversions, and increase client leads by guiding other potential clients (with similar questions) through the customer journey much faster. 

4. Post on your Profile Regularly

Similar to the way you might develop a social media strategy, it is important to post on your law firm’s Google Business Profile regularly. Google Posts allow businesses to share messages and updates directly with their customers which show up in the local panel on Google search and on Google Maps. Regular posts can drive conversions, boost your ranking on Google searches, encourage engagement, and capture new client leads. 

5. Optimize and maintain

Your Google Business Profile is a living and active resource, so optimization is an ongoing process. It is essential to continue building your Google Business strategy overtime and to maintain a well-kept profile. Continued optimization of your your listing includes:

  • Keep your business information up-to-date.
  • Post photos and content regularly
  • Encourage client reviews
  • Monitoring reviews and customer activity
  • Respond consistently to reviews and Q&As
  • Utilizing any of Google’s new features


For lawyers and law firms, the new Google Business Profile is an invaluable resource. It can help your law firm attract more clients, stand out in search results and optimize conversions (all for free)! 

Google Business Profile is just one piece of a complex puzzle of marketing your law firm online. For more great information about Google Advertising for Lawyers and Law Firms, check out our podcasts:

Counsel Cast

How can you get free traffic from Google? with Paul Counts and Shreya Banerjee

Un-Billable Hour

A Look at Google for Lawyers

Lunch Hour Legal Marketing

Solos v. Google: The Struggle Is Real

Legal Toolkit

Honing Your Online Presence; Really Honing Your Online Presence; and “Lance-A-Lot”

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