As a lawyer or law firm owner, you know that visibility is crucial to attracting new clients. In today’s digital age, that visibility starts online. One of the most powerful tools at your disposal is Google My Business (GMB), now known as Google Business Profile. This free platform can significantly boost your firm’s online presence, especially in local searches. Let’s dive into how you can leverage this tool to grow your practice.
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Why Google My Business Matters for Your Law Firm
Picture this: A potential client in your area needs legal services. They turn to Google and search for “lawyers near me” or “family law attorney in [your city].” What appears at the top of their search results? A map with local law firms and a list of the top three results this is known as the “local pack.”
Your goal is to be in that local pack, and an optimized Google My Business profile is your ticket there. Here’s why it’s so important:
- 97% of consumers search online for local businesses
- Clients are 2.7 times more likely to consider your firm reputable if you have a complete GMB profile
- 70% of clients are more likely to visit your office if you have a strong GMB presence
Setting Up Your Google My Business Profile
Creating your profile is straightforward:
- Go to the Google My Business website and click “Manage now”
- Enter your law firm’s name
- Choose the most appropriate category (e.g., “Law Firm,” “Attorney,” or a specific practice area)
- Enter your office address
- Add your phone number and website URL
- Verify your business (usually via a postcard sent to your address)
Optimizing Your Profile: The Key to Standing Out
Once your profile is set up, it’s time to optimize. Here’s how:
- Choose Your Categories Wisely: Select the most relevant category for your primary practice area. You can add secondary categories to cover other services.
- Complete Every Section: The more information you provide, the better. Google rewards comprehensive profiles.
- Add High Quality Photos: Include pictures of your office, your team, and yourself. This helps potential clients feel more comfortable and familiar with your firm.
- Write a Compelling Description: Use your 750 characters wisely. Highlight what makes your firm unique and how you help clients. Remember to include relevant keywords naturally.
- Keep Your Hours Updated: Accurate business hours show professionalism and help avoid frustrated potential clients.
- Encourage and Respond to Reviews: Positive reviews can significantly boost your visibility. Always respond to reviews, both positive and negative, in a professional manner.
- Use Google Posts: Share updates, events, or helpful legal tips regularly. This keeps your profile active and engaging.
- Answer Questions: Use the Q&A feature to address common client queries. You can even seed this section with questions you frequently receive.
Leveraging Advanced Features
- Practitioner Listings: If your firm has multiple attorneys with distinct specialties, consider creating individual GMB profiles for each lawyer. This can help you appear in searches for specific practice areas.
- Google Posts: Use this feature to share firm news, legal tips, or highlight recent wins. It’s a great way to keep your profile fresh and engaging.
- Messaging: Enable the messaging feature to allow potential clients to contact you directly through your GMB profile. Just ensure you’re ready to respond promptly.
Tracking Your Success
Google provides insights into how clients are interacting with your profile. Pay attention to:
- How clients find your firm (direct searches vs. discovery searches)
- What actions they take (calling, visiting your website, requesting directions)
- When they call
Use these insights to refine your strategy and understand what’s working best for your firm.
Final Thoughts
In today’s digital landscape, your Google My Business profile is often a potential client’s first impression of your firm. By creating a comprehensive, engaging profile, you’re not just improving your visibility in search results you’re building trust and credibility before a client even reaches out.
Remember, optimizing your GMB profile isn’t a one time task. Regularly updating your information, posting content, and engaging with reviews will keep your profile fresh and appealing to both potential clients and Google’s algorithms.
Take the time to invest in your Google My Business profile. It’s one of the most cost effective marketing tools available to your law firm, and when done right, it can be a powerful driver of new client acquisitions.
Need help optimizing your Google My Business profile or improving your overall online presence? That’s what we specialize in at Local SEO for Law Firm. Reach out to us, and let’s discuss how we can boost your firm’s visibility and attract more of the clients you want to serve.