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The Ultimate Guide to Google My Business for Lawyers

16 min
Apr 11, 2023

When it comes to local search, having an optimized Google My Business profile for lawyers is crucial. Why? Because 97% of consumers search online for local businesses, with 12% searching for a local business every day. Even if clients receive a recommendation from family or friends, they still typically search on Google to get a local law firm's phone number, address, or website.

Without an optimized GMB profile, your law firm's name may not show up in the local map pack or search results page, making it harder for potential clients to find you. If they're not finding you, they're not hiring you.

Google My Business (now called Google Business Profile) is a powerful free advertising tool for attorneys that helps:

  • Increase online visibility: Optimizing your law firm Google My Business helps your local business appear higher in local search results;
  • Enhance credibility and trust: A complete and accurate law firm GMB profile that includes positive reviews, detailed information about your services, and professional photos can help establish credibility and trust with potential clients.
  • Improve local search prominence: By optimizing your Google My Business listing, your law firm can appear in the local Google Map search results, which are displayed at the top of the page.
  • Facilitate cost-effective marketing: Creating and optimizing a lawyer Google My Business is a cost-effective way to market your law firm, as it requires minimal investment compared to other forms of advertising and can lead to significant results in terms of attracting local clients.

By following the steps outlined in this guide, you can set up and optimize your attorney GMB profile to increase your online visibility and attract more local clients to your law firm.

What Is Google My Business for Lawyers?

Google Business Profile (formerly known as Google My Business) is a free tool that allows lawyers to list their law firm's information on Google Maps and Search. It helps lawyers boost their search rankings in local search results, making them easier for potential clients to find.

With a Google My Business profile, lawyers can add their business name, address, phone number, website URL, hours of operation, services offered, and more. Additionally, they can upload photos of their office or staff members to give potential clients an idea of what they can expect when they visit the firm.

By optimizing their GBP profile with accurate and up-to-date information, lawyers can make sure they are found by the right people at the right time.

Setting Up Google My Business Profile for Lawyers

First, you have to make sure that you have a Google account. This account is going to be linked to your Google My Business listing. If you have already taken care of this, you can move ahead and skip this next part.

See if Your Business Listing Already Exists on Google

See If Your Listing Already Exists

If you're wondering if your legal business already has a Google My Business profile, the easiest way to find out is by searching for it on Google. Simply type in the name of your business and see if a profile appears in the search results. If it does, then you have an existing profile that you can manage and update.

Another way to check is to go directly to Google My Business and sign in with your Google account. You will be able to see any local businesses associated with that account, as well as any profiles that may have been created without an account.

Finally, you can also use the Google Maps app on your phone or tablet to search for your business and see if a profile appears in the results.

If none of these methods work, then you may need to create a new profile for your business on Google My Business so customers can find it on Google Search and Maps.

Make Your Law Firm Google My Business Profile

Make Your Law Firm GMB Profile

Creating a Google My 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 GMB profile:

  1. Go to Google Business Profile and click the "Manage now" or "Sign up" button to begin the process of creating your law firm's Google My 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 My Business profile for your law firm, making it easier for potential clients to find you in local search results and on Google Maps.

How a Law Firm Gets More Clients From Google My Business?

Did you know that "customers are 2.7 times more likely to consider your business reputable if you have a complete, optimized Google Business Profile? They're also 70% more likely to actually visit your location! That means that an optimized Google My Business lawyers' profile is a lot more likely to bring you clients than you'd expect. Since the primary goal is to boost client engagement, this serves as a persuasive incentive to enhance your business listing.

How to Optimize a Google Business Profile for Lawyers

Specify Your Law Practice Areas

Specify Your Law Practice Areas

When you complete the Google Business Profile for your law firm, the category you choose is critical. It's how Google understands the specific legal services that you offer.

Google already has defined categories for most law firms already. It's up to you to select the ideal one for your Google Business listing. Think of this as your focus keyword. It should reflect your primary area of legal practice.

Here are some of the categories for law firms:

  • Criminal justice 
  • General practice
  • Personal injury
  • Bankruptcy
  • Family law

There are also secondary categories you may add after you have selected your primary business category. These provide even more detail about your area of practice. For example, you could add “Trial attorney” as the primary business category if you selected “Family Law.” This secondary category may also be available for other main law categories as well.

A secondary category is not displayed on your GMB listing. Instead, Google uses it to return better results in Google local searches.

Add Your Law Firm's Physical Location

Add Your Law Firm's Physical Location

It isn't mandatory to include a physical address for your GMB listing. However, if you choose not to, your business won't show up in Google Maps searches. Also, when you give an address, people will be able to select directions to your office based on various transportation options.

If you do use your business address, make sure it is complete. Add your suite or floor number if you have one. Also, review existing listings. Google will provide you with instructions to follow if there is already a Google listing for a business at the address you listed.

Include Contact Information

Add contacts on Google My Business profile

Use your GMB dashboard to customize your attorney Google My Business account and optimize it for Google search. You will be able to add pictures, hours of operation, descriptions, and contact information.

You want to ensure that your name, business location, and phone number are always consistent. This consistency should include information that is located offline. Also, if your law firm goes by a nickname or abbreviation, this name must also be used consistently. All of this is necessary for better SEO and lead generation for lawyers.

Include the Link to Your Law Firm Website

This part is quite easy. Select your website URL and add it to your Google Business Profile. If you have more than one website, choose the most authoritative one. Unsure which is best? Our lawyer website services can help. The selected site will show up on your GMB listing for people to click.

Write an "Optimized for Search" Description

Write an Optimized for Search Description

Your description will have a maximum of 750 characters. It should be as informative as possible. Consider what you want your potential clients to know, how you are different from other lawyers, and how you can address their problems.

An example of law firm description on GMB profile

You can add your focus keyword to the top of your business description to improve search engine visibility - just as you would research legal keywords for content on your website and blog, it's best to use the same terms in the business description of your Google Business Profile. However, strike a balance between using keywords and providing useful information to create a persuasive case for clients to contact your firm.

Specify Opening Hours

Specify Opening Hours

If you are a business that accommodates customers at your location, you will be asked to provide your operating hours. This is applicable to most local law firms.

Make sure to add your business hours and update them if there are any changes. To modify your firm's operating hours, follow these steps:

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

Remember to keep your hours updated to accurately inform clients of your availability.

Use High-Quality Photos and Videos

Use High-Quality Photos and Videos

Legal clients will feel better about doing business with you if they are familiar with you. Law is a sensitive area, after all. One way to create this familiarity is to upload high-quality videos and photos of your legal team to your Google Business Profile.

High-quality photos and videos of a legal team

These elements will also make your profile more attractive and engaging. Visuals cause people to pay more attention and spend more time on your profile.

If potential clients click on your law firm GMB profile, you are more likely to get leads. Additionally, those clicks indicate to Google search that your listing is relevant for those particular search keywords.

When it comes to pictures, sharing a picture of your law firm logo, team photos, and images of your office space will yield the best results. Try to get over any camera shyness, and tell your associates to do the same. These photos can really impact your profile in a positive way.

Create Practitioner Listings if Necessary

The primary business category that you choose for your Google Business Profile is important for local search results and for letting people know what you do. However, you might be wondering what you should do if you have more than one key practice area.

If so, you can use Google Business Profile practitioner listings.

An example of istings on GBP profile

Think of Google Business Profile practitioner listings as individual profiles for your attorneys. They can set primary categories describing their services, such as contract law or litigation. This helps rank in search results for relevant keywords. However, each attorney must optimize and maintain their listing to avoid confusion for clients.

This strategy suits diversified firms with lawyers targeting different service areas. Otherwise, it's typically better to create listings for each physical branch of your offices.

Gather and Answer the Reviews

Google reviews importance

Keeping your Google Business Profile for lawyers up-to-date and responding to reviews is essential for business listing and law firms' local SEO success. Searchers on Google can immediately see your law firm's outstanding reviews and ratings from verified past clients, lending credibility to your multi-practice-area law firm's business listing.

As users scroll down the Google Business Profile listing, they can view a selection of reviews and even submit one of their own. By clicking "View all Google reviews," prospective clients can read about past clients' experiences with your firm. Make it easy for clients to leave feedback by integrating the review request process into your client intake procedure, as part of the standard case "wrap-up" process. This can be automated using law firm software.

Upon receiving reviews, promptly respond and express gratitude for their feedback, even if it's negative. Law firms that address both positive and negative reviews achieve higher search engine rankings, emphasizing the significance of interacting with all clients.

Add Posts to Your GMB Profile

An example of posts on Google My Business profile

Google Posts allow you to share information about your attorney services, upcoming events, special offers, and other newsworthy items that may be of interest to potential clients. You can also use them to link directly to helpful legal blog posts or other resources on your website that provide valuable information.

By regularly updating your law firm GBP profile with relevant content, you can ensure that it remains visible in local searches and attract more attention from potential clients.

To create a Google Post, follow these steps:

  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. Keep in mind that while posts can contain up to 1,500 words, only around 75-100 characters are visible in the preview. Make sure to provide a concise and informative overview of the topic at the beginning.

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

FAQ on GMB profile is a great way to provide necessary information

Adding FAQs to your attorney Google Business Profile can be a great way to provide potential clients with the information they need to make an informed decision about your services.

When adding FAQs to your attorney Google Business Profile, it's important to keep them concise and relevant. You should focus on answering questions that are likely to be asked by potential clients, such as what services you offer, what areas of law you specialize in, and how much experience you have.

It's also important to optimize your FAQs for SEO purposes. This means including keywords related to your practice area in the questions and answers so that they appear more prominently in search engine results. Additionally, you should link back to other pages on your website whenever possible so that visitors can find more information about your firm if needed.

How to Track Your 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.

How Clients Find Your Law Firm

How Clients Find Your Law Firm

This report will give you insights into the number of people who found your firm online and how they did that. You can click on the chart in the dashboard, and it will show you a breakdown of the customers and which percentage of them found you by:

  • Direct business name or business address search
  • A discovery search of your services or location
  • A branded search for your company brand or related brand

Branded search does not apply to all law firms. It will only show up if your law firm's name has appeared in a branded search.

You will also see a total of all searches in these categories.

The numbers you see reflect impressions, not clicks. Google tracks every time that your listing appears in search results in local or map listings. The report does not count instances when your firm appears in organic search listings, Google Ads, or Google Local Services Ads. You can find that information in Google Search Console or Google Ads Dashboard.

You can also check our guide: Google Ads for Lawyers.

Where Clients See Your Law Firm

In this section, you will be able to see how prospective clients discovered your law firm using Maps or Google Search. You can see the total number of views that your Google Business Profile received through each service individually.

When someone finds your legal business using Google Search, that will show up as “Search views” on reports. If they find your business through Google Maps, it will be displayed as “Maps Views.” "Total views" displays the summary of views from both sources.

There is a drill-down function that allows you to see how many people found your law firm on a specific day or by searching for a particular product. To use it:

  • Choose the day that interests you
  • Click or tap on that day
  • Use the checkboxes on the right side of the graph to turn your filters on and off

This view provides insights into searches done through both maps and regular search. So if one person viewed your law firm profile from both places, that would show as two views in the report.

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: Will show as “Directions Actions” on reports
  • Called your business: Will show as “Phone Call Actions” on reports
  • Visited your website: Will show as “Website Actions” on reports

Total actions on this report reflect the sum total of all three of those metrics.

You can also view the number of people who completed an action on any given day. To do this:

  • Select the day you want
  • Use the checkboxes to the right of the graphic to change the filters

This view will show the total number of times that somebody clicked on a particular action. For example, if somebody taps to call your legal business twice in a single day, that will be reported as two separate phone calls.



This section is where you can see when potential customers contact your law firm and how often. It only records the calls that are made through your law firm's Google Business Profile entry.

You can review the total calls graph to identify trends in the phone calls you receive for particular days of the week or by the time of day. This analysis will reveal exactly when people are calling your firm most often.

Check the dropdown in the top right corner. You can choose an option there to adjust the range. You may view call information from the past week, month, or quarter.

Remember that the numbers you see reflected in these insights may not match the number of calls that you receive. For example, if someone copies a phone number and calls it on their own, that won't be recorded. Calls that terminate before connecting will also not be recorded.

Google My Business for Attorneys: FAQs

  • Can I Add More than One Location on My GMB Listing?

    You can! Also, if you have multiple businesses that qualify for listing on GMB, you will be able to list more than one location.

    To do this, you could go into the Location Groups for multiple firm location management within a single group. You could also create a folder in GMB to store that bulk listing.

    If you want to add multiple locations, go to the Manage Locations tab in GMB. Select the add location option. You will have the choice of entering one location or importing several of them.

    To import bulk locations, you have to create a spreadsheet. It must have these headings:

    • Shop Codes
    • Business Name
    • Business Address
    • Sub-locally
    • Administration area
    • Country/region

    Once you have entered the data into your spreadsheet, you can choose the file option and import. You will be able to review the changes before applying them. New and updated listings will be established on your GMB.

  • What Else Can I Add to My GMB?

    One option you have is to add attributes and highlights to your attorney GMB profile. This addition will help to differentiate you from your competition, as it allows you to showcase different characteristics. Some of these include “family-friendly,” “wheelchair-accessible,” and “woman-owned.”

    You can also use call tracking in GMB. This analysis allows you to learn more about your performance as well as the sources of calls you are receiving. You do need to maintain your name, address, and phone number to take advantage of this feature. However, Google has changed its algorithm to make this easier.

  • Can a Rich Keyword Business Name Rank My Firm Higher?

    Yes, this can improve your ability to rank in searches. Google will see a keyword in your business name as a match. For example, if your firm is called "The Labor Law Office," the assumption is that you do labor law. However, this must be the actual name of your law firm. You will be penalized otherwise.

The Power of Attorney Google Business Profile for Your Practice

Google Business Profile is a powerful tool for attorneys and can provide a competitive edge for your law firm. By optimizing your lawyer profile on Google My Business, you can attract more interested clients, showcase your services, and let people know why they should select your firm.

It's like a condensed version of your website that appears in map and local searches, allowing users to learn about your practice areas, identify your hours, and read your Google reviews. And the best part? It's free and quick to set up.

If you're looking to maximize the benefits of your Google My Business for attorneys page, our law digital marketing company is here to help. We can assist you in exploring the best strategies for your law firm's local SEO strategy, so you can boost your presence in local search results on Google and other third-party platforms. We can also help you set up and optimize your law firm's Google Business Profile, so you can drive more direct, bottom-of-funnel traffic to your website.

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