Your Google Business Profile (GBP) is often the first impression potential clients have of your law firm. It determines whether you appear in the local "map pack" for searches like "lawyer near me" and provides essential information before visitors even reach your website. A fully optimized GBP is essential for local legal marketing success.
Why Google Business Profile Matters
The Map Pack Advantage
When someone searches for a lawyer in your area, Google displays the local map pack—three business listings with a map. This prime real estate appears above organic results and captures significant click share.
- 44% of clicks go to map pack results
- Mobile searches increasingly show map pack first
- "Near me" searches trigger local results
- Direct actions (call, directions) from results
Claiming and Verifying Your Profile
Initial Setup
- Search for your business on Google
- Claim existing listing or create new one
- Complete verification (postcard, phone, or email)
- Ensure you have admin access
Business Information
- Business name: Your exact legal business name only
- Address: Physical office where you meet clients
- Phone: Local phone number (not toll-free)
- Website: Link to homepage or location page
- Hours: Accurate office hours
Category Selection
Categories significantly impact which searches trigger your listing.
Primary Category
Choose the most specific category that describes your practice:
- Personal Injury Attorney
- Criminal Justice Attorney
- Family Law Attorney
- Immigration Attorney
- Bankruptcy Attorney
Secondary Categories
Add additional relevant categories:
- Add all practice areas you handle
- Include general "Attorney" or "Law Firm"
- Don't add irrelevant categories
- Limit to truly applicable categories
Business Description
You have 750 characters to describe your firm. Make them count:
- Lead with your primary practice areas
- Mention geographic areas served
- Highlight differentiators
- Include relevant experience
- Use natural language (avoid keyword stuffing)
- End with a call to action
Services
Add detailed services to help Google understand your offerings:
- Add each practice area as a service
- Include service descriptions
- Add pricing information if appropriate
- Keep services updated
Photos and Visual Content
Listings with photos receive 42% more direction requests and 35% more website clicks.
Essential Photos
- Profile photo: Firm logo or professional image
- Cover photo: Office exterior or team photo
- Office photos: Interior, reception, conference rooms
- Team photos: Attorneys and staff
- Attorney headshots: Professional individual photos
Photo Best Practices
- High-quality, professional images
- Proper lighting and composition
- Consistent branding
- Regular updates and additions
- Appropriate file sizes and dimensions
Reviews Management
Reviews are a major ranking factor and heavily influence client decisions.
Generating Reviews
- Ask satisfied clients at case conclusion
- Send follow-up email with review link
- Make the process easy with direct links
- Train staff to identify review opportunities
- Never offer incentives (violates guidelines)
Responding to Reviews
- All reviews: Respond within 24-48 hours
- Positive: Thank the reviewer, be genuine
- Negative: Respond professionally, take offline
- Never: Reveal client information or get defensive
Google Posts
Posts appear in your listing and show Google your business is active:
Post Types
- Updates: General firm news and announcements
- Events: Webinars, seminars, community events
- Offers: Free consultations, special services
Post Best Practices
- Post weekly to show activity
- Include compelling images
- Add calls to action
- Keep content professional
- Link to relevant website pages
Q&A Section
The Q&A section allows questions and answers about your business:
- Monitor for new questions
- Answer promptly and professionally
- Seed with common questions you can answer
- Report inappropriate questions
Messaging
Enable messaging to allow potential clients to contact you directly:
- Enable chat in GBP settings
- Set up welcome message
- Respond quickly to messages
- Convert conversations to consultations
Attributes
Add relevant attributes to your profile:
- Wheelchair accessible
- Languages spoken
- Online appointments
- Women-owned, veteran-owned, etc.
Insights and Analytics
Monitor your GBP performance:
- Search queries: What people searched to find you
- Views: How often your listing appears
- Actions: Calls, directions, website visits
- Photo views: Engagement with visual content
Common Mistakes to Avoid
- Keyword stuffing in business name
- Using virtual office addresses
- Inconsistent NAP information
- Ignoring reviews
- Outdated information
- Missing categories
- No photos
GBP as Marketing Foundation
Your Google Business Profile is free, yet it's one of the most powerful marketing assets for local law firms. A fully optimized profile increases visibility, builds credibility, and generates leads—all from people actively searching for legal help in your area.
Treat your GBP like a second homepage. Keep it updated, respond to reviews promptly, post regularly, and continuously optimize. The effort you put into your profile directly translates to visibility in local search results and ultimately, new clients walking through your door.