When potential clients need legal help, they often turn to Google first, searching for phrases like “injury attorney near me.” The firms that appear at the top of search results—complete with reviews, contact info, and business details—are the ones that have mastered their Google Business Profile (GBP).
In 2025, GBP optimization is just as critical as having a website. More than 50% of searches result in zero clicks, meaning users find the information they need without ever visiting a website. Instead, they engage directly with Google Business Profile listings to call, read reviews, check business hours, or even book consultations.
So, how can your law firm stand out and capture more clients through Google? Follow these key steps:
1. Audit & Clean Up Your GBP Listings
The first step in optimizing your GBP is auditing your existing listing. Search for your law firm on Google Maps to check for duplicate or outdated profiles. If multiple listings exist, follow these best practices:
✔ Merge duplicate listings
✔ Claim existing listings
✔ Create a new listing if necessary
✔ Delete irrelevant listings
💡 Pro Tip: Google requires verification for unclaimed listings. If you need to claim a listing, you may be required to do a live video walkthrough of your physical property.
2. Choose the Right Business Category
Google uses primary and secondary categories to determine how your firm appears in search results. Selecting the correct primary category is crucial, as it directly impacts ranking.
✅ Example: A firm specializing in social security disability, personal injury, and workers’ compensation should structure categories like this:
- Primary Category: Social Security Attorney
- Additional Categories: Personal Injury Attorney, Lawyer
💡 Pro Tip: Some legal services don’t have an official GBP category (e.g., “Workers’ Compensation Lawyer”). In these cases, select the closest match and optimize your services section.
3. Use Tracking URLs to Measure GBP Traffic
To understand how much traffic your GBP generates, use tracking URLs with UTM parameters. These URLs will help you differentiate GBP organic traffic from other sources in Google Analytics.
Key links to track:
📌 Main website
📌 Service pages
📌 Appointment booking links
💡 Pro Tip: Use Google’s Campaign URL Builder to easily create UTM-tagged links.
4. Optimize Google Products & Services
Products and services allow you to showcase your legal specialties and improve visibility.
- Products Section: Upload branded images that align with your firm’s branding.
- Services Section: Add detailed descriptions and relevant keywords to match what potential clients are searching for.
💡 Pro Tip: Services that include a “Provides” designation in Google search results have a better chance of ranking. Use a strong keyword strategy when adding service descriptions.
5. Leverage Google Posts
Google Posts allow law firms to share updates, promotions, and news directly within their GBP listing. Aim to post 3-5 times per month to stay active.
✅ Post ideas:
- Legal industry updates
- Recent case wins or client success stories
- Upcoming events or webinars
- Holiday hours or firm announcements
💡 Pro Tip: Keyword-rich descriptions, links, and high-quality images or videos can improve engagement and encourage users to click through to your website.
6. Boost Engagement with Photos & Videos
Firms with more GBP photos receive higher engagement than those without. Regularly upload:
📸 Team photos & office images
📸 Happy client moments
📸 Law firm events & community involvement
🎥 Short explainer videos about your services
💡 Pro Tip: Your logo and a team photo should be set as your cover image to make your firm look professional and approachable.
7. Encourage & Manage Reviews
Client reviews are one of the biggest ranking factors for GBP. While positive reviews boost credibility, negative reviews are inevitable. What matters most is how you respond.
✔ Encourage satisfied clients to leave reviews via follow-up emails or text messages.
✔ Respond to all reviews—both positive and negative—to show engagement.
✔ For negative reviews, remain professional, apologize if necessary, and invite the client to resolve the issue offline.
💡 Pro Tip: A well-handled negative review response can actually increase trust with future potential clients.
8. Monitor the Q&A Section
Google’s Q&A feature allows anyone to ask public questions about your firm. If left unanswered, other users (or even competitors) might provide misleading responses.
✔ Regularly check for new questions
✔ Respond promptly and professionally
✔ Use Q&A as an opportunity to highlight services and policies
💡 Pro Tip: Treat each question as a potential lead—a fast, helpful response can convert a user into a client.
9. Keep Your Business Hours & Online Options Updated
Accurate business hours are critical. Ensure that your GBP hours reflect:
⏰ Standard operating hours
📅 Holiday hours & special closures
🖥 Online appointment availability
💡 Pro Tip: If your firm offers virtual consultations, make it clear by enabling the “Online Appointments” feature in your profile.
Final Thoughts
Your Google Business Profile is a powerful tool that can drive more calls, clicks, and consultations without requiring users to visit your website.
By optimizing your GBP with the right categories, keywords, posts, and reviews, your law firm will stand out in local searches and attract high-value clients effortlessly.
Need help managing your GBP? Civille specializes in optimizing Google Business Profiles for law firms. Contact them today to get started!
