Google Business Profile Optimization for Lawyers

1. Claim and Verify Your Listing

Start by claiming your GBP on Google Business. If it already exists, verify ownership. Google may send a postcard to your firm’s physical address with a code to confirm you’re the rightful owner. Without verification, you can’t control or update your listing.

2. Use Your Legal Business Name Correctly

Use the official, legal name of your practice — without stuffing keywords. For example, use “Carter & Rowe Law Firm,” not “Carter & Rowe Divorce and Criminal Lawyers in Boston.” Keyword stuffing violates Google’s guidelines and could lead to suspension.

3. Add a Primary and Secondary Category

Your primary category should reflect your core service. Some ideal categories for law firms include:

• Personal Injury Attorney
• Divorce Lawyer
• Criminal Justice Attorney
• Estate Planning Attorney

Secondary categories help broaden your visibility, so don’t skip them. For example, a law firm specializing in both family and immigration law can select one as primary and add the other as secondary.

4. Write a Compelling Business Description

The business description section allows up to 750 characters. Use this space to clearly define your practice’s focus, experience, and what makes you different. Focus on your value proposition and key legal areas you serve, but keep it client-focused.

Example:
 “At Smith & Patel Legal, we’ve been representing accident victims in Atlanta for over 15 years. Our dedicated team of personal injury attorneys fights to maximize compensation, offering personalized, compassionate service. Schedule a free consultation today.”

5. List Complete Contact and Service Information

• Address: Use your exact street address and suite number if applicable.
• Phone Number: Use a local number, not a toll-free line.
• Hours of Operation: Keep them accurate and update for holidays or special closings.
• Website URL: Link directly to your homepage or a service-specific landing page.

Consistency with your website and other directories is crucial — even a small variation (like “St.” vs. “Street”) can impact your local SEO.

6. Enable Messaging and Booking

Google allows clients to message you directly through your profile. Enable this feature and assign someone to monitor it — quick response times can improve your lead capture rate.

For practices offering consultations, integrating a booking link (to Calendly, LawTap, or your CRM) adds convenience and increases conversion potential.

7. Add High-Quality Photos

Photos humanize your brand. Profiles with photos get 42% more requests for directions and 35% more click-throughs to websites (Google data).

Upload:

• Your office interior and exterior
• Headshots of attorneys
• Team photos
• Branded signage
• Images of awards or recognitions (if allowed by your state bar)

Update these regularly — stale or low-quality images make your firm appear inactive.

8. Collect and Respond to Reviews

Nothing influences potential clients like online reviews. Request reviews from satisfied clients using your unique GBP link, and make it easy for them to leave feedback.

Respond to every review — both positive and negative — professionally. A thoughtful reply shows prospective clients that you care about client experience and accountability.

Tip: Avoid incentivizing reviews, and never post fake ones. Google is quick to penalize suspicious review patterns.

9. Post Regular Updates

Google Posts function like microblogs or updates directly on your GBP. Use them for:

• Announcing webinars or legal clinics
• Sharing blog content or FAQs
• Promoting seasonal services (e.g., DUI defense around holidays)
• Highlighting new hires or practice areas

Posts stay live for 7 days by default, so post at least weekly to show that your practice is active and engaged.

10. Monitor Insights and Make Adjustments

Google provides free analytics under the “Insights” tab of your profile dashboard. Use it to track:

• How clients found you (search vs. discovery)
• What queries triggered your listing
• What actions did clients take (calls, website visits, directions)

This data helps you tweak your keywords, service focus, and posting strategy over time. Amplify your legal practice growth with customized business plan help pairing marketing and strategic planning.