Google My Business (GMB), now called Google Business Profile (GBP), is one of the most powerful local SEO tools for law firms. A fully optimized Google Business Profile improves local search visibility, boosts credibility, and helps attorneys attract high-intent clients searching for legal services.

If you’re wondering how to optimize Google My Business for a law firm, this guide covers step-by-step best practices to rank higher in local search results, generate leads, and improve your online reputation.

Why Google My Business is Critical for Law Firm SEO

Most legal clients search locally. Queries like “best personal injury lawyer near me” or “divorce attorney in [city]” drive local pack results on Google. An optimized Google Business Profile:

• Improves law firm rankings in Google Maps & local pack
• Increases client trust through verified reviews & business details
• Drives more calls, website visits, and consultations
• Helps attorneys appear in “lawyer near me” and “best lawyer in [city]” searches

Example: A Miami criminal defense law firm increased qualified leads by 60% after optimizing their Google My Business listing with accurate categories, local keywords, and high-quality photos.

1. Claim & Verify Your Google Business Profile

Before optimizing, you must claim and verify your Google Business Profile.

How to Claim Your Law Firm’s Google My Business Listing:

1. Go to Google Business Profile.
2. Search for your law firm’s name to see if it already exists.
3. If unclaimed, click “Claim This Business” and follow verification steps.
4. Choose mail, phone, or email verification (varies by Google settings).

Pro Tip: Ensure your law firm’s Google My Business category matches your practice area (e.g., Personal Injury Attorney, Criminal Defense Lawyer, Family Law Attorney).

2. Optimize Business Information (NAP Consistency)

Your law firm’s Name, Address, and Phone Number (NAP) must be 100% consistent across:

• Google Business Profile
• Your website’s contact page
• Legal directories (Justia, Avvo, FindLaw, etc.)
• Local business listings (Yelp, BBB, Chamber of Commerce, etc.)

Why NAP Consistency Matters for Local SEO

Google ranks businesses higher when their contact details match across all online listings. Inconsistent information confuses search engines and potential clients.

Correct Format Example:

• Business Name: Smith & Associates Law Firm
• Address: 123 Main St, Suite 400, Los Angeles, CA 90012
• Phone: (310) 555-6789

Mistakes to Avoid:

• Using different variations of your law firm’s name (“Smith & Associates PLLC” vs. “Smith Law”)
• Listing different phone numbers across directories
• Changing addresses without updating all listings

3. Choose the Right Google Business Profile Categories

Best Primary Categories for Law Firms:

• Personal Injury Attorney
• Criminal Defense Lawyer
• Family Law Attorney
• Estate Planning Attorney
• Business Lawyer
• Immigration Attorney

Bonus Tip: Add secondary categories to cover additional practice areas. Example:

• Primary: Personal Injury Attorney
• Secondary: Car Accident Lawyer, Medical Malpractice Attorney, Workers’ Compensation Lawyer

Pro Tip: Law firms ranking in Google’s Local Pack often use multiple relevant categories to increase visibility.

4. Write an SEO-Optimized Law Firm Business Description

Your Google Business Profile description should:

• Be 750 characters max (first 250 characters are most important).
• Use long-tail legal keywords like “best family law attorney in New York.”
• Explain your practice areas, experience, and unique selling points.

Optimized Example:

“Smith & Associates is a top-rated personal injury law firm in Los Angeles, helping clients win maximum compensation for car accidents, slip-and-fall injuries, and wrongful death cases. Our team has recovered millions for injury victims. Contact us for a free consultation today!”

Avoid Generic Descriptions:

• “We are a law firm helping clients with legal issues.”

5. Upload High-Quality Photos & Videos

Law firms with images & videos rank higher and get more clicks than firms with no media.

Best Photos to Upload:

• High-quality law office photos (interior & exterior)
• Attorney headshots & team photos
• Client testimonial videos
• Images of case results, legal awards, & recognitions

Pro Tip: Google ranks businesses higher that regularly upload fresh content & images.

6. Collect & Respond to Google Reviews

Reviews are a top Google My Business ranking factor. More 5-star reviews = higher rankings and more trust from potential clients.

How to Get More Google Reviews for Law Firms:

• Ask satisfied clients to leave a review via email or text.
• Use a custom Google review link to make it easier for clients.
• Respond to every review (good or bad) to build engagement.

Example Response to a Positive Review:
“Thank you for trusting Smith & Associates with your case! We’re glad we could help you secure a favorable outcome. If you ever need legal assistance again, we’re here for you!”

Never buy fake reviews! Google penalizes businesses with suspicious activity.

7. Add Legal Services & Practice Areas to GBP

Google allows law firms to list specific services under the “Services” tab.

Example Services to Add for a Personal Injury Lawyer:

• Car Accident Claims
• Slip & Fall Injuries
• Wrongful Death Cases
• Medical Malpractice Lawsuits

Adding services helps your firm rank for more long-tail searches like:

• “Best car accident lawyer in Miami”
• “Top-rated medical malpractice attorney near me”

8. Post Regular Updates & Legal Insights

Google favors active listings—use Google Posts to share:

• Legal tips & guides (e.g., “5 Steps After a Car Accident in NYC”)
• Firm news & announcements (e.g., “We Just Won a $1M Settlement!”)
• Upcoming events & webinars (e.g., “Free Divorce Consultation This Month”)

Pro Tip: Firms that post weekly updates see higher engagement & more website traffic.

9. Track Google My Business Performance

Use Google Business Insights to monitor:

• Search queries clients use to find you
• Website clicks & calls from GBP
• Engagement on Google Posts & images

Final Tip: Keep your GBP updated & active to maintain high rankings!

Get Professional Google My Business Optimization for Your Law Firm

Need help ranking higher in Google’s Local Pack and attracting more legal clients?

Contact Inherent, Inc. today for a professional GBP audit & SEO strategy!
www.inherent.com/contact/