As a lawyer or law firm manager, you may wonder, “Do I really need a Google Business Profile?” While all businesses have unique needs, a GBP profile offers countless benefits for businesses of virtually all types and sizes.
For example, a Google Business Profile enhances your law firm’s online presence, making it easier for potential clients to find you in local search results and Google Maps. It boosts your credibility, increases inquiries, and helps you rank higher in Google’s Local Pack, which features the top three business listings in local search results.
If you are ready to create your Google Business Profile, we are here to help. Here, you will find a step-by-step outline of how to create and optimize your profile. We are here to help if you have questions or need assistance.
Step 1: Create or Claim Your Google Business Profile
First, visit Google Business Profile and create or claim your listing. You can do this by:
- Go to Google Business Profile.
- Click “Manage now” in the top right corner.
- Sign in with your Google account. Using a business email rather than a personal Gmail account is recommended.
You may find your business listing already exists. If this is the case, you can:
- Click “Own this business” to claim it.
- Follow the verification steps to prove ownership.
Step 2: Enter Your Business Information
The next step is to enter your business information. The information you input here must be accurate.
Add Your Business Name
Enter your exact business name as it appears on your website, signage, and marketing materials. Maintaining your business name across all platforms avoids confusion and improves search rankings.
Example:
- Correct: Los Angeles Accident Injury Lawyers
- Incorrect: LA Injury Lawyers, LLP if this is not your legal business name
Choose the Most Relevant Business Category
Your primary category determines how Google ranks your business in searches. Choose the most specific and relevant category related to your services.
Some recommended categories for law firms include:
- Personal Injury Attorney, if your firm focuses on accident cases
- Law Firm for general law firms
- Trial Attorney if you handle litigation cases
- Immigration Attorney, Estate Planning Attorney, or other specialized categories if applicable
After setting up your profile, you can add additional categories related to your practice areas, such as Car Accident Lawyer or Motorcycle Injury Lawyer.
Step 3: Set Up Your Business Location
You must establish your business’s location. This applies to businesses with physical offices and those operating remotely or virtually.
If You Have a Physical Office
- Enter your full business address exactly as it appears on your website and legal directories.
- Google will verify your address by mailing a postcard with a verification code.
If You Offer Remote or Virtual Services
- Select “I do not have a physical location.”
- Add your service areas instead.
For example, a car accident lawyer in Los Angeles may list the following service areas:
- Los Angeles
- Santa Monica
- Long Beach
- Pasadena
- Anaheim
Avoid using PO Boxes or virtual offices, as Google may suspend your profile. If you move office locations, update your address immediately to prevent verification issues.
Step 4: Add Contact Information
- Enter a local business phone number instead of a toll-free number to build trust.
- Add your official website URL.
- If applicable, add an appointment booking link, such as a scheduling tool like Calendly, Lawmatics, or Clio Grow.
Make sure your phone number and website URL are consistent across your website, social media pages, and legal directories.
Step 5: Verify Your Business
Google requires verification to ensure businesses are legitimate. You will need to complete one of the following verification methods:
- The most common method is postcard verification. Google will mail a postcard with a verification code, which usually arrives within five to seven business days. You can enter the code in your Google Business Profile dashboard.
- Phone verification is available for some businesses. Google will call or text a verification code.
- Email verification is an option for select businesses. Google will send a verification link to your business email.
- Instant verification is available if your business has already been verified in Google Search Console.
- Google may request video verification in some cases. This involves recording or making a live video showing your office location, business signage, and workspace.
It is important not to edit your business details, such as name, category, or address, while waiting for verification. If your verification is delayed or fails, you can request a manual review from Google support.
Step 6: Optimize Your Google Business Profile
Adding information to your profile helps it gain traction and visibility. There are a few ways to do this, including the following:
Add Business Hours
- Set accurate open and close hours.
- If your law firm offers 24/7 phone consultations, select “Open 24 hours.”
- Update holiday hours as needed.
Write a Business Description
Google allows up to 750 characters for your description, so include relevant information about your firm.
Example:
- Los Angeles Accident Injury Lawyers specializes in car accident claims, motorcycle crashes, and wrongful death lawsuits. Our experienced attorneys fight for maximum compensation for injured victims. We offer free consultations and serve clients across Los Angeles, Santa Monica, and Orange County. Contact us today for expert legal representation.
When writing your description, include relevant keywords, mention your practice areas, and highlight your location.
Upload High-Quality Photos
- Use a professional logo as your profile photo.
- Choose a high-quality team photo or branded office image as your cover photo.
- Add interior and exterior shots of your office.
- Include action shots of your team in client meetings or in court.
Businesses with high-quality photos tend to get more engagement, including more website clicks and calls from potential clients.
Step 7: Add Legal Services
- Navigate to the “Services” section in your Google Business Profile dashboard.
- Add each legal service you offer, such as Car Accident Claims, Truck Accident Cases, or Slip-and-Fall Lawsuits.
- Provide detailed descriptions of each service.
Adding services to your profile helps improve visibility in relevant local search results.
Step 8: Manage Reviews and Engagement
- Ask satisfied clients to leave Google reviews. You can send them a direct review link for convenience.
- Respond professionally to both positive and negative reviews.
- Engage with client questions and messages.
Businesses with ten or more reviews and a rating of four and a half stars or higher tend to rank higher in local search results.
Step 9: Post Regular Google Updates
Posting updates on Google Business Profile can help boost engagement and visibility.
- Share legal insights, case results, or firm updates.
- Promote free consultations or limited-time offers.
- Aim to post at least once a week to keep your profile active.
Step 10: Monitor Insights and Performance
- Check which search queries people use to find your business.
- Track how many website visits and phone calls you receive from Google Business Profile.
- Monitor client interactions and engagement.
Using insights lets you adjust your content and keyword strategy to improve visibility and attract more clients.
Establishing and Optimizing Your Google Business Profile
A fully optimized Google Business Profile increases leads, website traffic, and local visibility. Following these steps and updating your profile will help maximize your firm’s online presence.
Let our team know if you need assistance optimizing your Google Business Profile.
