Consider this: 96% of individuals seeking legal services use search engines to find a law firm. When a Google Business Profile (GBP) is well-optimized and emphasizes a local approach, users are 2.7 times more likely to consider it an expert in its field, and 70% are more likely to visit the law office. These statistics highlight the essential role GBPs play in attracting new business.
Mastering the nuances of GBPs and Google Ads for law firms will give your practice a significant edge over your competitors. To generate high-quality law firm online marketing leads, a GBP should underscore your firm's commitment to delivering top-notch legal services.
What Is a Google Business Profile?
Once known as ‘Google My Business,’ GBP is a free, easy-to-use tool that allows law firms to create a profile for their practice that will be displayed on Google Search and Google Maps. It helps law firms (and other organizations) appear in search results for users who are looking for services or products that match their area of expertise.
A GBP can enhance a law firm’s online presence and draw more users to their site. Profiles are kept active and engaging with regular updates, responses to client comments, and addition of photos and videos.
Ramp Up Your Google Profile
Law firms can track how visitors interact with their GBP using metrics such as the number of search queries that lead to their profile, views, clicks, and other user behaviors (e.g., calls, direction requests, etc.).
To make changes and optimize the performance of a profile, use real-time performance data to identify trends and refine online strategies to acquire more clients. Here’s how you boost your online visibility and the number of qualified leads who visit your website:
Be Transparent
A GBP should reflect your firm’s areas of expertise and reputation. Ensure your profile includes accurate contact information, such as your name, address, phone number, email address, website URL, and office hours. If you offer after-hours consultations, include that as well.
Don’t cut corners. The GBP and your website are where you will make your first impression, so it’s essential to use professional, high-quality images to demonstrate professionalism.
The GBP tool also has features that allow you to build relationships, such as direct messaging, the sharing of legal insights, and hosting a question-and-answer forum. Respond to any feedback, both positive and negative. Online engagement helps build credibility and connections with potential clients.
Gain More Visibility Online
Regularly monitoring and updating your GBP, using proven local search engine optimization (SEO) tactics, and adopting Google Ads strategies for law firm marketing are crucial to strengthening your brand and staying ahead in a competitive legal environment.
Every update to your GBP needs to align with your firm’s values and approach to client service. Ensure all content is accurate and provides solutions to prospects’ legal needs.
To help potential clients find you more easily, include compelling descriptions and content directly related to the services provided, use relevant keywords to improve search results and client targeting efforts, and regularly engage with visitors. Ask for feedback to refine your GBP.
Monitor competitor profiles for insights on effective digital marketing tactics and growth strategies. It’s not okay to copy a competitor’s content, but learning from their successes is.
Don’t underestimate the power of linking your GBP to Google Maps and strategically using location-based keywords in your profile, such as 'divorce attorney in Phoenix, Arizona.' Location settings need to be accurate so clients can easily find your practice and decide if it is close enough to suit their needs. Ask clients to post Google Map reviews to build more credibility and trust online.
If your GBP is not generating the results you expect, double-check the contact information, ensure the call-to-action is clear and easy to perform, keep content fresh with meaningful blogs or podcasts, and make sure what makes your firm unique stands out.
Profiles in Success
In many ways, a law firm's Google business profile is more critical than its website. A GBP is the first point of contact for potential clients searching for legal services. BERK Labs has years of experience optimizing GBPs and ensuring that they contain accurate details about a law firm’s location, areas of expertise, and relevant keywords. Reach out to us today to learn how we can help improve your firm’s online presence!