How and Why you Need to Optimize Your Law Firm Google Business Profile
If you’re a lawyer or the owner of a law firm, you know how important it is to have a strong online presence, especially a strong local online presence.
And, probably the best way to establish and maintain that local presence is through your Google Business Profile (GBP).
If you’re not familiar with GBP, it’s a free tool offered by Google that allows businesses to manage their online presence across Google, including search and maps. GBP was previously known (and is commonly still referred to) as Google My Business or GMB. By optimizing your GBP profile, you make it easier for potential clients to find and contact your law firm.
Here are five reasons why claiming or creating and optimizing your law firm’s GBP profile is so important to your lawyer SEO strategy and to your practice in general:
Improved search visibility for your law firm.
Getting your GBP setup is the first step to help your law firm show up in local search results. When someone searches for a lawyer or law firm in a specific location, Google will display a list of relevant businesses, along with their locations, reviews, and ratings. By optimizing your GBP profile, you can increase the chances that your law firm will appear in these search results.
First, you have to claim (or create) a profile. Claiming your profile ensures your business information is accurately represented in Google search results and Google Maps. This includes the name you operate under, your proper address (including suite numbers if you are in a shared space) and the best phone numbers for your practice.
Go to https://www.google.com/business/ then sign in. If it’s the first time logging in or setting up your law firm’s presence, you should see a dashboard that gives you the opportunity to search/setup your business.
If you’ve previously added a business to GBP, you should see a list of your profiles and a button to “add business” — this will give you the opportunity to put your business info in and either claim an existing listing or create and verify your new profile.
Increased credibility of your law practice.
In addition to showing up in local search results, a verified and optimized GBP profile can also help establish your law firm as a legitimate, credible and reputable business.
When potential clients see your business listed on Google with positive reviews and ratings, they are more likely to trust you. Which in turn gives them a good reason to consider using your law firm for legal services they need.
Enhanced accessibility of your law firm website.
An optimized GBP profile makes it easier for potential clients to find and contact your law firm.
By including your business’s address, phone number, and hours of operation, you can make it easy for people to find your location and get in touch with you You’ll want to include a link to your website, which can help potential clients learn more about your law firm and the services you offer (you would be surprised how many profiles are in maps without a website link). You can also setup calls through your profile allowing potential clients the ability to call you directly from your listing. Just be aware that means you will likely have less visit through to your website, but engagement and conversions could improve.
Increased engagement with potential legal clients.
GBP allows you to interact with your clients and potential clients through reviews and messages.
By responding to reviews and answering any questions that potential clients may have, you can increase engagement and build trust with your audience. This is especially important for a law firm, where trust and credibility are crucial.
To increase and improve your reviews and ratings, you should have a review acquisition strategy and process for soliciting reviews from former and current clients.
Better traffic to your law firm’s website.
Optimizing your GBP profile can also drive more traffic to your law firm’s website.
When your business appears in local search results, potential clients can click through to your website to learn more about your legal services. More website traffic leads to potentially more business for your law firm.
How do you optimize your law firm’s GBP profile?
Here are a few tips:
- Make sure your business is listed accurately. This includes your business name, address, phone number, and hours of operation.
- Use high-quality photos to showcase your law firm and its services. Include real photos of yourself and other lawyers in your practice.
- Encourage your clients to leave reviews on your GBP profile. Positive reviews can help improve your visibility and credibility.
- Respond to all reviews, both positive and negative. This shows that you care about your clients and are willing to address any concerns they may have.
- Fill out your services section. If you’re a lawyer that specializes in different types of law, you’ll want to add the different legal services you offer and a brief explanation of your expertise.
- Keep your profile up-to-date with any changes to your business, such as new services or changes to your hours of operation.
By following these tips and optimizing your law firm’s GBP profile, you can increase your online visibility, credibility, and engagement, which can all lead to increased business for your law firm.
Don’t neglect your GBP profile – it’s an important tool for any lawyer or law firm looking to succeed online.
Brian Valentin
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