When someone needs to consult a lawyer for a consultation, estate planning, or legal advice, the first thing they do is look for a reliable recommendation on Google. Google is the go-to resource for local recommendations. Not only are there thousands of web resources available for a quick search, but there are also integrated products like Google Maps and Google Business Profile.
If you own an attorney’s office, you want to ensure that you have an up-to-date Google Business Profile that positively reflects your brand. A Google Business Profile is an extension of your website that helps new customers learn more about your offerings. You can use this tool to attract new clients, book more appointments, and build credibility.
Not sure where to get started? Here’s how to use Google Business Profile for lawyers:
The Benefits of Google Business Profile for Lawyers
The truth is: If you don’t currently have a Google Business Profile set up for your company, you’re losing valuable leads to your competitors. There are numerous advantages to establishing and maintaining a Google Business Profile for your law firm or attorney’s office. Some benefits include:
Attract Local Leads
Your Google Business Profile can help you attract new customers in the area. You can also add CTAs directly to your Google Business Profile, which helps eliminate friction and streamline the appointment-setting process.
Boost Brand Visibility
With a maintained and optimized Google Business Profile, you can ensure that your attorney’s office shows up at the top of the search engine results page. To ensure your brand shows for local search queries, incorporate local-centric keywords in the company descriptions and keep NAP information up-to-date.
Build Trust and Establish Authority
A well-thought-out, up-to-date Google Business Profile can help build trust and establish authority. Having clear, concise information on your Google Business Profile is a positive first impression on potential clients that will help you maintain your competitive edge.
Seven Google Business Profile Optimization Tips
Your Google Business Profile acts as an extension of your website. To build connections with potential clients, ensure that your account complements your branding and encourages customers to visit your website.
Here are seven optimization tips you can use to ensure your account stands out from the rest.
1. Keep Business Information Up-to-Date
For many new prospects and clients, your Google Business Profile will be the first impression they have of your business. Ensure all business hours and NAP information are updated to guarantee they can easily contact you. Add a quarterly reminder to your calendar to update holiday hours, review business information, or add business updates.
2. Add Keyword Rich Description
Adding keywords to your business description can help ensure your business shows at the top of the results page for local search queries. Consider adding location-centric keywords such as “San Diego Attorney” to maximize business visibility for related search queries. You’ll also want to include your field of law, which is highlighted to help avoid any confusion.
If you’re unsure which keywords to add to your lawyer’s Google Business Profile, consider seeing what your competitors are doing. Your competitors’ accounts will provide key insight into what helps them rank, so you can find creative ways to get your content to show for local search queries.
3. Include High-Quality Photos
High-quality visuals will have a positive impact on your brand’s image and improve credibility. Consider photos of your office interior and exterior, so future clients can easily recognize your building. You’ll also want to incorporate pictures of your employees working or socializing to help humanize your brand. If you don’t have any photos of your team, you can create photos with your logo added to them to highlight your branding. It’s best to have at least three to 10 high-quality images uploaded to your account.
4. Ask Your Clients For Reviews
Client reviews will help your attorney’s office establish credibility and brand authority. A great way to gather more reviews is to email past clients. You can also offer incentives to get them to leave reviews, such as raffling a gift card or a discount on a different service.
5. Reply to Reviews Regularly
You should actively reply to all positive and negative reviews. This is a great way to show prospects you go above and beyond for clients. When replying to negative reviews, try to offer a solution. For positive reviews, show appreciation for their business.
6. Track Data and Insights
Google Business Profile data is accessible in the performance tab. With this data, you can see how many appointments, leads, and web visits you received from your Google Business Profile. You can then use this data to enhance your Profile, leading to more web traffic and more appointments.
7. Add Company Updates
Adding company updates to your Google Business Profile is the most effective way to alert prospects about deals, specials, and company updates. Staying consistent with the updates will also help humanize your brand and encourage prospects to learn more about your services.
Some popular updates to consider include introducing new hires, new resources, and updated holiday hours. The updates section is also great for showcasing deals on new client consultations, document prep work, or estate planning services.
Build Your Brand’s Online Image With Townsquare Interactive
Are you looking to grow your online presence? Townsquare Interactive is here to help. We’re here to help you build, maintain, and optimize your Google Business Profile, so you don’t have to. We can also help with local SEO marketing, paid advertising, and search engine optimization.
Contact us today to learn more about our marketing services or business management platform.