Google Business Profile for Lawyers: The Ultimate Guide

Google Business Profile (GBP) puts your law firm on the map—literally. Google Business Profile for lawyers is quite important as 93% of online experiences begin with a search engine and 46% of all Google searches are local. It displays your firm's key information when potential clients perform relevant queries, positioning you prominently on the search results page where clients can find you.

GBP integrates seamlessly with Google Maps, Search, and Reviews, creating a solid ecosystem that amplifies your local visibility. Want to know more about GBP? This guide will cover everything you need to know about establishing and maximizing your Google Business Profile. From setup basics to advanced optimization strategies, we'll walk through the steps to boost your firm's online presence.

Why Google Business Profile Matters for Law Firms

Businesses with a complete Google Business Profile are 2.7 times more likely to be considered reputable if they find a complete Business Profile on Google Search and Maps. This tool helps law firms rank higher in the Local Pack, featuring the top three local search results. It showcases your address, hours, and services, and allows you to share photos that build trust with potential clients.

How Our Google Business Profile Optimization Drives Local Results

We consistently optimize Google Business Profiles for law firm clients seeking to connect with local prospects. Through the strategic enhancement of these profiles, firms experience significant growth in client acquisition. Below, we showcase two recent case studies demonstrating our approach and measurable results.

Case 1: Oresky & Associates, PLLC

For this personal injury firm, we implemented comprehensive NAP (Name, Address, Phone number) consistency updates across all online directories and aggregator websites. We then enhanced their Google Business Profile with strategic keyword optimization and service descriptions targeting their ideal clientele.

Our local SEO approach delivered results significantly faster than traditional search engine optimization methods while complementing their long-term marketing activities. By October 2024, the firm saw a 52% increase in Business Profile interactions (631 vs. 415 in June) and a dramatic 77% jump in website clicks from their profile (144 vs. 81 in June).

Case 2: Moore Ganske Murr PLLC

Our work with Moore Ganske Murr PLLC is another good example of the real-world impact of strategic profile optimization. Their optimized Google Business Profile now generates approximately 60% of their total calls, with the remainder coming from organic search (33%), direct traffic (6%), and other channels (2%).

We achieved this by:

• Implementing UTM parameters for precise tracking
• Optimizing services based on Google Search Console insights
• Regularly monitoring performance through Grid My Business analytics

Most importantly, we aligned each profile link with service-specific landing pages, ensuring that searches for "personal injury Chicago" led to pages specifically optimized for that service and location, resulting in a 295% increase in profile-driven calls.

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How to Create a Google Business Profile for Lawyers

Creating a Google Business Profile for your law firm is an important step in getting your business found online. With a GMB profile, potential clients can find your legal business on Google Maps and learn more about the services you offer.

Here's how to create and set up your law firm's profile:

1. Go to the GBP website, open the Google Business Profile dashboard and click the "Manage now" or "Sign up" button to begin the process of creating your law firm's Google Business Profile.
2. Type in the name of your law firm in the provided field. Ensure that the name is accurate, as it will appear in Google search results and on Google Maps.
3. Select the most appropriate category for your law firm (e.g., "Law Firm" or "Attorney") from the list of suggestions. This helps Google understand the nature of your business and display it in relevant search results.
4. Enter the complete address of your law firm, including your street address, city, state, and zip code. This information is crucial for appearing in local search results and Google Maps.
5. If your law firm serves clients in specific regions, you can add those service areas by clicking on "Add service areas" and entering the relevant locations.
6. Enter your law firm's phone number and website URL. Ensure that both are accurate and up-to-date, as this information will be visible to potential clients.
7. Google will need to verify your law firm's location to ensure the accuracy of the information provided. You can choose to verify your business via a postcard sent to your address, a phone call, or an email, depending on what options are available for your location. Follow the prompts to complete the verification process.

By following these steps, you'll have created a Google Business Profile for your law firm, making it easier for potential clients to find you in local search results and on Google Maps. 

Before creating a new profile, check if your law firm already exists on Google by searching your business name, checking the Google Business Profile dashboard, or looking on Google Maps. If you find an existing listing, you can claim and manage it rather than creating a duplicate.

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How to Optimize a Google Business Profile for Lawyers

Optimizing your Google Business Profile increases your law firm's visibility in local searches, helping potential clients find you when they need legal services. Let's explore the most effective optimization strategies.

1. Specify Your Law Practice Areas

When you complete the Google Business Profile for your law firm, the category you choose is critical since it allows Google to understand the specific legal services that you offer. Google recommends: "Choose categories that are as specific as possible but representative of your main business." Don't just pick "Law Firm" – if you're a personal injury firm, choose "Personal Injury Attorney" as your primary business category. 

You can also add secondary categories for additional services (like "Immigration Attorney" if your firm has multiple specializations), but avoid using unrelated categories for keyword stuffing, as Google penalizes most law firms.

2. Add Your Law Firm's Physical Location

Your address must be consistent with your firm's real-world location and match exactly what's on your website and legal directories. Include complete details associated with your NAP (Name, Address, Phone) like suite numbers and floor information.

If you don't have a client-facing office, you can list your address but choose to hide it and set a Service Area instead. This allows you to appear in local results without displaying a home address, while still giving potential clients the option to get directions to your office based on their preferred transportation method.

3. Include Contact Information

Use a local phone number whenever possible, rather than a toll-free number, as this improves trust and strengthens local ranking signals. Double-check your phone number; even one digit off means lost leads. For firms with multiple locations or practitioners, implement unique phone numbers for each business listing to track calls effectively and avoid NAP conflicts. Ensure your firm's name, location, and phone number are consistently displayed across all online and offline materials.

4. Include the Link to Your Law Firm Website

Add your website URL to your Google Business Profile, linking to the most relevant page. For single-location firms, the homepage works well. For multiple locations, link each profile to its specific location page rather than all pointing to the homepage. Consider using UTM parameters on the URL to track visits from your GBP listing in Google Analytics. This simple step connects potential clients directly to your online presence.

5. Write an "Optimized for Search" Description

Your description (max 750 characters) should balance keywords with compelling information about your firm. Place your focus keyword near the beginning for visibility. Make the first 250 characters count since that's what shows before any cutoff. For example: "We are a Chicago-based personal injury law firm helping accident victims recover compensation. Our team has won over $X in settlements..." Clearly state what you do and who you help.

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6. Specify Opening Hours

Keep your hours updated to build client trust - nothing frustrates potential clients more than arriving at a closed office. If you work by appointment only, indicate this. For standard office hours, follow these steps:

• Access your Google Business Profile
• Navigate to "Edit profile" and choose "Business information"
• Select the "Hours" tab
• Click the pencil icon next to the tab
• Opt for "Open with main hours"
• Check the boxes for the days your business is open
• Utilize the drop-down fields to establish your hours
• Click "Save" to apply the changes

Use the "Special Hours" feature for holidays or temporary closures to avoid showing incorrect information.

7. Use High-Quality Photos and Videos

Google reports that business listings with photos receive 42% more requests for driving directions and 35% more clicks to their website than those without. Upload a professional-looking law firm logo, welcoming exterior shots so clients recognize your office, and candid but professional photos of your team in action. Short videos of office tours or attorney introductions personalize your firm and build trust in this sensitive practice area. Use Google's recommended formats: 720px square images in JPG or PNG format.

8. Create Practitioner Listings if Necessary

If your firm has multiple attorneys, especially with different specialties, each attorney can have their own Google Business Profile in addition to the main firm profile. These practitioner listings allow individual lawyers to set their specific practice categories (e.g., "John Smith – Estate Planning Attorney"), helping your firm appear in searches for multiple specialties.

Google's guidelines permit attorneys to share the same business address, but ensure each profile has a unique phone number or designation to avoid merging. This strategy particularly benefits larger, diversified firms with lawyers targeting different service areas. For small firms with one practice area, a single profile might suffice. Remember that each attorney must actively manage their listing to prevent client confusion.

9. Gather and Answer the Reviews

99% of people read online reviews when searching for local businesses and 81% use them specifically when selecting an attorney. Ask satisfied clients to leave Google reviews as part of your case-closing process.

Furthermore, a steady stream of new, positive reviews influences potential clients but also significantly boosts local rankings. This is because Google’s algorithm rewards firms with recent, positive feedback. Respond promptly to all reviews, thanking clients for positive comments and addressing negative ones professionally. Remarkably, 76% of consumers would consider updating a negative review if the business resolves their issue, making thoughtful responses valuable for reputation management.

10. Add Posts to Your GBP

Posting once a week keeps your profile fresh – posts typically stay live for 7 days, so consistent updates ensure there's always something new for viewers. Effective post ideas include case victories, community involvement, or limited-time consultation offers. These updates improve engagement and keep your firm top-of-mind for potential clients.

To create a Google Post:

1. Log in to your Google Business Profile Manager account and navigate to the Posts tab
2. Click the button in the lower right corner to initiate a new post
3. Select the post type you'd like to create from the available options
4. Compose your post, incorporating photos as needed
5. Include a call-to-action button or link
6. Preview your post before hitting the Publish button
7. Remember only 75-100 characters are visible in the preview – make them count

11. Add FAQ to the “Questions & Answers” on Your GBP Account

Anyone can ask or answer questions on your profile, so proactively post 5-10 common FAQs before misinformation spreads. Include questions about fees, consultations, and practice areas, incorporating relevant keywords like "divorce consultations" to improve visibility. When appropriate, include links to specific pages on your website within answers.

Monitor the Q&A section regularly and respond promptly to new questions, demonstrating responsiveness. While Q&A isn't a direct ranking factor, clear, helpful answers significantly influence potential clients' decisions to contact you, indirectly boosting conversions.

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Track Results Using Google Business Profile for Lawyers

When you go into your Google My Business dashboard, click on the Insights tab. This tab will pull up helpful data and business insights about your business.

— Look Up How Clients Find Your Law Firm

The data on this report shows how people discover your firm online. The dashboard chart breaks down what percentage of clients found you through:

• Direct business name or address search
• Discovery search of your services or location
• Branded search (if applicable)

These numbers reflect impressions (when your listing appears in search results), not clicks. The report only counts local or map listings, not organic search results, Google Ads, or Local Services Ads. You can find that information in Google Search Console or Google Ads Dashboard.

— See Where Clients Find Your Law Firm

In this section, you will be able to see how prospective clients discovered your law firm using Maps or Google Search. This way, you can determine whether people find you more often via the regular Google search results or directly in Google Maps.

To examine specific days or search terms:

• Choose the day that interests you
• Click or tap on that day
• Use the checkboxes to toggle filters on/off

— Look at Clients' Actions

In this section, you will learn how people act once they have found your company's Google Account Profile. In the graphic, you will see the details regarding how many people have taken the following actions after viewing your law firm GMB profile:

• Requested directions to your location: Shows as "Directions Actions"
• Called your business: Shows as "Phone Call Actions"
• Visited your website: Shows as "Website Actions"

You can analyze daily patterns by selecting specific dates and using the filter checkboxes, helping you understand which elements of your profile generate engagement.

— Track Client's Calls

Review when potential clients call your firm through your Google Business Profile. Identify peak call times – for example, if most calls come in Monday at 9 am, ensure adequate staffing. Remember, only calls made by clicking the "Call" button are tracked; direct dialing isn't recorded.

Use the dropdown in the top right to adjust the timeframe (week, month, quarter) for spotting trends in call volume by day or time, helping optimize your office's availability.

Use Google Business Profile for Lawyers to Maximize Your Practice’s Visibility

Google Business Profile, formerly Google My Business, is a potent tool that gives law firms a competitive advantage. By optimizing your profile, you can attract more potential clients, highlight your services, and establish why your firm is the right choice. 

If you're ready to maximize your local presence, our expert law firm SEO team is here to help. We've helped firms achieve results like Oresky Law did through effective local SEO strategies, including GBP optimization. Our experts will optimize your profile to drive qualified traffic to your practice and convert searchers into clients.

Contact us today and schedule a conversation!

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