Your Google Business Profile (GBP) is your law firm’s modern-day phone book listing. Only, it’s way more powerful. It’s your micro-website that shows up on Google’s first page when people in your community search for the legal services you offer.
So, how do you set up your GBP so it actually shows up in the map pack, that high-visibility box of local businesses on Google?
These 8 steps are the foundation of a well-optimized Google Business Profile, one of the most important parts of local SEO for law firms. Nail these, and you’re in a strong position to appear in the map pack and get more phone calls.
1. Create a GBP for every physical office.
Here’s a mistake we’ve seen law firms make: they create a GBP for what they consider their main office, and they stop there.
Every office deserves its own GBP.
One office? Create one GBP. Three offices? Create three GBPs, one for each physical location.
But beware this caveat: we’re not talking about virtual offices or co-working spaces. We recommend creating profiles only for brick-and-mortar offices that your firm actually occupies. It’s safer, compliant
2. Link your GBP to your firm’s website.
Every GBP you create should link to your website, but which page you link to depends on how many offices you have.
If you have one office and one GBP, link to your homepage. If you have multiple offices and multiple GBPs, link each profile to its correspo
nding main location page.
Let’s say you’re a personal injury firm with offices in Miami, Fort Lauderdale, and West Palm Beach. Your Miami GBP should link to your Miami personal injury page, your Fort Lauderdale GBP to the Fort Lauderdale personal injury page, and your West Palm Beach GBP to the West Palm Beach personal injury page.
By linking to a location-specific page consistent with the GBP, you’re confirming: yes, we’re here; yes, we serve this community; and yes, we can help.
3. Set hours at 24/7.
If you answer your phones 24/7, set your GBP business hours accordingly. Don’t default to 9-5 because you lock your door at 5. If someone’s searching for a lawyer after hours, and your GBP says you’re closed, you might lose visibility in the map pack. That after-hours searcher may never see your law firm’s GBP.
A law firm may rank in the map pack at 9 am but disappear from the map pack at 6 pm if their GBP says they’re closed.
But be honest. If your firm doesn’t answer its phones around the clock, don’t set your hours at 24/7. Misrepresenting availability can frustrate prospects. But if you do answer your phones 24/7, make it official in your GBP. It could be the difference between showing up on the map when someone needs a lawyer most.
4. Write a good description.
Think of your GBP description as your elevator pitch. What would you say to a potential client if you only had time for 3-4 sentences?
Here’s how to make it count:
- Include your practice areas. Be thorough but economical. Reference the practice areas most important to your business.
- Add your value proposition. What sets you apart? Experience, results, client service? Something else entirely? Make it clear why the searcher should call you instead of the other attorneys on the map.
- Write a short call to action. Leave the searcher with something impactful, or tell the searcher what to do next. “Let us fight for you.” “Call to claim your free case review.”
Use your description to state what you offer, who you help, and how to take the next step.
5. Add (good) images.
Photos give your GBP visual credibility. They show you’re a real, established firm, and they can increase engagement from searchers deciding who to call.
You don’t need a professional photographer (though it helps). A modern smartphone and a little attention to lighting and composition can go a long way.
At a minimum, post photographs of the following:
- Your office exterior
- Signage with your law firm’s name
- Attorneys and staff at work or posed professionally
- Branded materials like plaques, awards, and signage in the office
- Shots of the waiting room, conference room, and other areas that put your office in a good light
Images in your GBP aren’t just for looks. They humanize your firm and show users that your business is a real, active part of the local community.
6. List your “products.”
In GBP terms, your practice areas are your products.
On each GBP profile, list the types of cases that specific office handles. In most cases, law firms handle the same cases from office to office. But some firms are different. A Boca Raton firm might handle personal injury and bankruptcy, while a Fort Myers office might handle personal injury and family law.
Listing your practice areas helps potential clients understand what cases you represent at each location, and it gives Google more context about your firm.
7. Add your social profiles.
If your law firm maintains active social media accounts, add them to your GBP under the Profiles section.
Platforms you can list include Facebook, LinkedIn, Instagram, YouTube, X (formerly Twitter), and TikTok.
Links to your social accounts give searchers another way to evaluate your firm and see what you’re all about. But a word of caution: only add accounts you actively maintain. An outdated or neglected feed can hurt your credibility more than it helps.
8. Generate reviews.
Outside of getting your name, address, and phone number right, this is the most important part of your GBP. Encourage reviews. Reviews build trust, influence visibility in the map, and play a significant role in whether someone decides to contact your firm.
Make asking for reviews a routine part of your practice. After you settle or resolve a case, ask the client to leave a review on your GBP. Make it easy by sending them a link that’ll take them directly to your GBP review page.
A steady stream of real, positive reviews tells Google and clients that your firm is active, effective, and trusted.
Whether good or bad, always respond. It shows you’re engaged and care about client service.
How to respond to good reviews: Thank the reviewer. Express that you’re glad you were able to help with their case. Keep it professional and personal, but concise.
How to respond to bad reviews: Resist the urge to argue. Acknowledge the reviewer’s concerns, respond professionally, and, if possible, offer a resolution. Keep privacy and attorney-client privilege in mind. Don’t go into detail about the case, and don’t get into a back-and-forth. Your goal is to demonstrate that your firm takes feedback seriously and works to make things right.
This isn’t just about the reviewer. It’s about everyone else reading your reviews. Show them your firm is responsive, thoughtful, and committed to helping clients.
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Alex Valencia is an influential entrepreneur, marketer, speaker, podcaster, and CEO of We Do Web Content, one of Inc. 5000’s fastest-growing businesses in America. His agency implements game-changing content marketing strategies and produces top-ranking web content for law firms, medical professionals, and small businesses nationwide.