Your law firm’s Google Business Profile is your digital storefront. When potential clients search for legal services in your area, this profile determines whether they choose you or your competition. The higher you rank, the more clients you’ll attract.
Getting to the top isn’t just about having a profile, it’s about optimizing every element, collecting stellar reviews, and maintaining consistent engagement. With the right strategy, you can outrank competitors and become the go-to law firm in your area.
Here’s everything you need to know about dominating local search results for your law firm.
What is Google Business Profile and why it matters for law firms
Google Business Profile (formerly Google My Business) is a free tool that lets you manage how your law firm appears across Google services, including Search and Maps. When clients search for “lawyer near me” or “law firm [your city],” your profile is what they see first.
For law firms, this visibility is crucial because:
- Local intent is high: People searching for legal services need immediate, local solutions
- Trust is essential: Clients want to see reviews and credentials before scheduling consultations
- Competition is fierce: Multiple law firms compete for the same local clients
- Mobile usage dominates: Most searches happen on mobile devices where your profile takes up significant screen space
Studies show that 92% of consumers read online reviews for local businesses, and 84% trust online reviews as much as personal recommendations. Your Google Business Profile is often the first impression potential clients have of your practice.
How to optimize your law firm’s Google Business Profile
Optimizing your profile involves multiple components working together. Here’s how to maximize each element:
Claim and verify your Google Business Profile
If you haven’t already, go to business.google.com and claim your law firm’s profile. Google will verify your business through a postcard sent to your physical address, phone call, or email verification.
Complete every profile section
Business Information: Use your exact firm name as it appears on your signage and official documents. Include “law firm,” “attorney,” or “legal services” in your business name if it’s part of your official name.
Address: Ensure your address matches exactly what appears on your website, directories, and other online listings. Consistency is crucial for local SEO.
Phone Number: Use a local phone number, not a toll-free number. Make sure it’s the same number used across all your online presence.
Website: Link to your main website, ensuring it’s mobile-optimized and loads quickly.
Hours: Keep these updated, especially during holidays or special circumstances. Include lunch breaks if you close during midday.
Business Description: Write a compelling 750-character description that includes relevant keywords naturally. Mention your practice areas, years of experience, and what sets your firm apart.
Choose the right categories
Select “Lawyer” or “Attorney” as your primary category, then add relevant secondary categories such as:
- Personal injury attorney
- Criminal defense attorney
- Family lawyer
- Estate planning attorney
- Business lawyer
- Immigration attorney
- DUI lawyer
Choose categories that accurately represent your practice areas. Don’t add categories you don’t actually handle, as this can hurt your rankings.
Add high-quality photos regularly
Upload professional photos of:
- Your law firm’s exterior and interior
- Conference rooms and offices
- Attorney headshots and staff members
- Law library or legal resources
- Awards and certifications
- Community involvement or speaking engagements
Aim for at least 10-15 high-quality photos initially, then add new ones monthly to keep your profile fresh.
Add services and attributes
List all practice areas you handle:
- Personal injury law
- Criminal defense
- Family law
- Estate planning
- Business law
- Real estate law
- Immigration law
- Bankruptcy law
Add relevant attributes such as:
- Wheelchair accessible
- Free consultation
- Parking available
- Wi-Fi available
- Credit cards accepted
- Evening appointments
How to get more client reviews consistently
Reviews are the most influential factor in local search rankings and client decision-making. Here’s how to build a consistent flow of positive reviews:
Create a systematic review request process
Timing is crucial: Ask for reviews when clients are most satisfied, typically after a successful case resolution, positive court outcome, or helpful consultation.
Make it personal: Train your staff to ask verbally: “If you’re satisfied with how we handled your case, would you mind leaving us a review on Google? It really helps other clients find us.”
Provide easy access: Have tablets in your waiting area with direct links to your Google review page, or send follow-up emails with review links.
Use automated review management tools
For law firms handling numerous clients, manual review requests become impractical. Consider using professional review management software:
More Good Reviews offers automated review collection specifically designed for service businesses.
Their system can:
- Send automated review requests via email or SMS after case milestones
- Use AI to help clients write better reviews
- Filter negative feedback before it goes public
- Integrate with your case management software
- Provide customizable templates for your brand
RateMyService takes a simpler approach with email signature widgets:
- Clients can click positive or negative icons directly in your email signatures
- Positive clicks redirect to your Google review page
- Negative feedback stays internal for issue resolution
- Quick 3-minute setup process
- Works with any email system
Optimize your review collection strategy
Multiple touchpoints: Don’t rely on just one method. Use email signatures, follow-up emails, text messages, and verbal requests.
Incentive programs: While you can’t directly pay for reviews, you can offer small thank-you gestures to all clients who provide feedback (positive or negative).
Staff training: Ensure all team members understand the importance of reviews and feel comfortable making requests.
Response preparation: Have templates ready for both positive and negative reviews to maintain consistency.
How to manage and respond to reviews effectively
How you handle reviews impacts both your search rankings and client perceptions. Here’s your response strategy:
Respond to every review within 24 hours
Positive reviews: Thank the client by name (if provided), mention specific legal services they received, and invite them to refer others.
Example: “Thank you, Michael! We’re pleased you had such a positive experience with your personal injury case. Attorney Johnson and our legal team take great pride in fighting for our clients’ rights. Please don’t hesitate to contact us if you need legal assistance in the future!”
Negative reviews: Respond professionally, acknowledge their concerns, apologize if appropriate, and offer to resolve the issue offline.
Example: “We sincerely apologize for the communication issues during your case, Jennifer. This doesn’t reflect our usual standard of client service. Please call our office manager at [phone number] so we can discuss this further and ensure we address your concerns properly.”
Use review responses for SEO
Include relevant keywords naturally in your responses:
- “personal injury case”
- “criminal defense”
- “family law”
- “estate planning”
- “legal consultation“
This helps reinforce your firm’s practice areas to both Google and potential clients reading the reviews.
Address common concerns proactively
If multiple reviews mention the same issue (communication, billing, case updates), address these systematically in your practice and mention improvements in your responses.
How to use Google Posts to boost visibility
Google Posts allow you to share updates directly on your Google Business Profile. These appear in search results and can significantly boost engagement:
Post regularly with variety
Legal education content: Share legal tips, explain common legal issues, or clarify recent law changes.
Firm updates: Announce new attorneys, office locations, or practice area expansions.
Case results: Highlight successful outcomes or settlements (while maintaining client confidentiality).
Community involvement: Share pro bono work, legal seminars, or community partnerships.
Client spotlights: Share testimonials or case studies (with permission and anonymized details).
Legal insights: Comment on recent court decisions or legislative changes affecting clients.
Optimize your posts for engagement
Use clear call-to-actions: “Schedule your free consultation today,” “Call for legal advice,” or “Visit our website for more information.”
Include relevant images: Visual posts get significantly more engagement than text-only posts.
Add events: Use the event post type for legal seminars, free consultation days, or community talks.
Post timing: Share new content weekly, but avoid over-posting (more than one per day).
How to track your performance and monitor competitors
Use Google Business Profile Insights
Monitor your profile’s performance through the built-in insights dashboard:
Search queries: See what legal terms people use to find your firm Client actions: Track website clicks, direction requests, and phone calls Photo views: Monitor which images get the most engagement Review metrics: Analyze review frequency and ratings over time
Set up competitor monitoring
Local search tracking: Regularly search for key legal terms your clients use and note your ranking position relative to competitors.
Review comparison: Monitor competitor review counts and average ratings. Tools like BrightLocal or Whitespark can automate this process.
Google Posts analysis: See what content competitors share and identify gaps in your own strategy.
Strategies for law firm marketing
Leverage Google My Business messaging
Enable messaging to allow potential clients to contact you directly through your Google profile. Respond quickly to inquiries, as response time impacts your rankings.
Use Q&A strategically
Monitor the Questions & Answers section of your profile. Have staff or satisfied clients ask and answer common questions:
- “Do you offer free consultations?”
- “What are your payment options?”
- “Do you handle [specific type of case]?”
- “What should I bring to my first appointment?”
Create practice area-specific landing pages
If you handle multiple practice areas, create dedicated pages on your website for each area. This helps with local SEO and provides relevant content for Google to index.
Build local citations consistently
Ensure your firm information appears consistently across online directories:
- Avvo
- Martindale-Hubbell
- FindLaw
- Justia
- Local bar association directories
- Legal aid directories
Use tools like BrightLocal or Moz Local to manage citations efficiently.
Automate your review collection process
Manual review requests don’t scale for busy law firms. Here’s how to automate the process while maintaining personal touch:
Integration with case management software
Most modern legal case management systems can integrate with review management tools. Popular integrations include:
Clio: Connects with multiple review platforms for automated requests
MyCase: Offers built-in client communication tools
PracticePanther: Provides API access for custom review automation
LawPay: Integrates payment processing with client feedback collection
Email automation workflows
Set up automated email sequences triggered by case milestones:
Case completion: Thank you email with subtle review request 3 days later: Follow-up with direct review link if no response 1 week later: Final gentle reminder with alternative feedback options
SMS integration
Text message requests often have higher response rates than email:
- Keep messages short and professional
- Include direct links to your Google review page
- Respect opt-out requests immediately
- Consider using services like Twilio for professional SMS delivery
How to get your law firm to the top FAQs
How long does it take to see results from Google Business Profile optimization?
Basic optimization changes (completing your profile, adding photos) can show results within 2-4 weeks. However, significant ranking improvements typically take 2-3 months of consistent effort, especially for review accumulation and ongoing engagement.
How many reviews do I need to rank well?
There’s no magic number, but aim for at least 50+ positive reviews to compete effectively. More important than quantity is consistency, getting 2-4 new reviews monthly signals to Google that your firm is active and client-focused.
Should I respond to negative reviews publicly?
Always respond to negative reviews professionally and publicly. This shows potential clients that you care about feedback and are committed to resolving issues. Your response often matters more than the original complaint.
Can I delete negative reviews?
You cannot delete legitimate negative reviews. However, you can report reviews that violate Google’s policies (fake reviews, inappropriate content, conflicts of interest). Focus on generating more positive reviews rather than removing negative ones.
How often should I update my Google Business Profile?
Update your profile whenever business information changes (hours, phone, services). Add new photos monthly, create Google Posts weekly, and respond to all reviews within 24-48 hours.
What’s the difference between Google Business Profile and Google Ads?
Google Business Profile is free and focuses on organic local search visibility. Google Ads is paid advertising that appears above organic results. Both work together, a strong business profile improves ad performance and provides credibility.
Can I manage multiple law firm locations on one account?
If you have multiple offices, you can manage them through one Google Business Profile account. Each location needs its own profile with location-specific information, reviews, and content.
How do I handle fake negative reviews from competitors?
Report suspected fake reviews through Google Business Profile’s support system. Provide evidence if possible (unusual review patterns, competitor connections). While waiting for Google’s response, focus on generating authentic positive reviews to dilute the impact.
Getting your law firm’s Google Business Profile to the top requires consistent effort across multiple areas: complete optimization, systematic review collection, engaging content, and ongoing maintenance. By following these strategies and leveraging tools like More Good Reviews and RateMyService, you can dominate local search results and attract more clients to your practice.
