For most law firms, new clients start online. When someone is injured in an accident, facing criminal charges, or dealing with a family dispute, their first step is usually to search “lawyer near me” on Google. If your firm doesn’t appear in those local search results, you’re invisible to potential clients at the very moment they need you most.
That’s where Google Business Profile (GBP) comes in. This free tool from Google is one of the most powerful ways to boost your visibility, attract local clients, and build trust online. Optimizing your firm’s profile can help you appear in the local map pack. This is the prominent map and three-business listing that dominates local search results.
Here’s how your law firm can use Google Business Profile to dominate local search and stay ahead of competitors. PMP Marketing Group has been helping law firms for more than 15 years.
Why Google Business Profile Matters for Law Firms
Your Google Business Profile acts as a digital storefront. It shows up on Google Search and Google Maps whenever someone searches for legal services in your area. A complete and optimized profile can:
- Increase visibility in local search results
- Build trust with potential clients through reviews
- Drive more website visits and phone calls
- Improve click-through rates from search results
Because GBP listings appear above organic search results, they often get the first clicks from people in need of legal help.
Step 1: Claim and Verify Your Listing
If you haven’t already, the first step is to claim and verify your profile at google.com/business. Google will require you to verify ownership of your firm, typically by sending a postcard with a code to your business address.
Make sure you use your official business name, your main office address, and the same contact information listed on your website. Consistency is critical. Even small differences in your name, address, or phone number (NAP) can hurt your rankings.
Step 2: Complete Every Section of Your Profile
Google rewards complete profiles with higher visibility. Fill out every possible field, including:
- Business name — use your official legal name only
- Primary and secondary categories — e.g., Personal Injury Attorney, Family Law Attorney, Criminal Defense Attorney
- Address and service area — list your physical office location and nearby cities or counties you serve
- Phone number — use a local area code when possible
- Website URL — link to your homepage or a strong practice area page
- Hours of operation — include special holiday hours when relevant
- Business description — write a clear, compelling summary of your firm’s services and experience (750 characters max)
A fully completed profile gives Google more data to rank you and gives potential clients more reasons to choose you.
Step 3: Add High-Quality Photos
Images play a bigger role than many firms realize. Google says businesses with photos get more clicks, calls, and direction requests. For law firms, strong photos build credibility and approachability.
Add:
- Exterior and interior shots of your office
- Professional headshots of your attorneys and staff
- Candid photos of your team working or volunteering in the community
Use clear, well-lit images with your branding when possible. Keep adding new photos regularly to signal that your firm is active.
Step 4: Gather and Respond to Reviews
Client reviews are one of the most powerful ranking factors in local search, and they heavily influence people’s decisions.
Encourage satisfied clients to leave reviews by:
- Sending follow-up emails with a direct review link
- Asking during the closeout of their case
- Including a review link in your email signature
Always respond to reviews, both positive and negative. Thank people for kind words and address complaints professionally. Google rewards engagement, and prospective clients will see that you value feedback.
Step 5: Use Google Posts to Stay Active
Google Posts allow you to share updates, announcements, and content directly on your profile. These appear on your Knowledge Panel and can improve engagement.
Use Posts to:
- Promote blog articles or FAQs about legal topics
- Announce case results or firm milestones
- Highlight community events or sponsorships
- Remind people about free consultations
Post consistently (at least once or twice per month) to keep your profile fresh and active.
Step 6: Add Services and Practice Areas
GBP lets you list your services, which is critical for law firms. Include all your practice areas (e.g., car accidents, wrongful death, family law, criminal defense).
Use clear, client-friendly language and include keywords people might search, like:
- “Car Accident Lawyer”
- “Divorce Attorney”
- “Criminal Defense Lawyer”
This helps Google understand what your firm offers and increases your chances of showing up when someone searches for those services locally.
Step 7: Track Your Performance
Google provides Insights data within your GBP dashboard. Use it to monitor:
- How people find your profile (search terms used)
- How many calls, website clicks, and direction requests you receive
- Where searchers are located
These insights can help you refine your local SEO strategy and identify which services are attracting the most attention.
Step 8: Maintain Accuracy and Consistency
Your profile isn’t “set it and forget it.” Keep it updated by:
- Adjusting hours during holidays
- Updating attorney bios and headshots
- Adding new services or locations
- Removing outdated information
Also ensure your business name, address, and phone number match exactly across your website, legal directories, and Google Maps listings. Inconsistent information confuses Google and can hurt your rankings.
For law firms, a well-optimized Google Business Profile isn’t just helpful, it’s essential. Appearing in the local map pack can drive a steady stream of phone calls and consultations from people actively searching for legal help.
By claiming and completing your profile, gathering reviews, posting updates, adding services, and keeping your information accurate, your firm can build visibility, credibility and trust and dominate local search results in your market.
Investing a little time into your GBP can pay off in a big way, helping your firm stand out where it matters most: right at the top of the local search results.
