‍How to Optimize a Law Firm Google Business Profile

At Pattern 6, we get asked from clients why we push on optimizing their Google Business Profile so much.

A Google Business Profile is one of the key criteria Google uses when evaluating who to rank for a keyword search in Google Map Pack, Google AI snippets, and on the 1st page of Google. If you want your law firm to rank in local search results and attract more clients, optimizing your Google Business Profile (GBP) is one of the most effective steps you can take. It’s free, it’s visible, and it’s where clients look when they need a lawyer.

In this guide, we’ll walk you through everything you need to do to set up, enhance, and maintain your GBP so you can stand out in the local “Map Pack," get added to Google AI results, and drive more leads.

Why Google Business Profile Matters for Law Firms

Your Google Business Profile is often the first impression potential clients get - even before they land on your website. When someone searches for “divorce lawyer near me” or “criminal defense attorney in Chicago,” your GBP listing may show up in the Google Map Pack above all other organic results.

Here’s why it matters:

• Key information: GBP listings display key information: reviews, location, hours, and even direct messaging.
• Ranking factor: It’s a major ranking factor for local SEO - especially for mobile searches.
• Individuals primarily use their phones: 62% of legal consumers used mobile devices when researching attorneys.

If your listing is incomplete, unverified, or inaccurate, you’re likely losing leads to competitors who invested time in optimizing theirs.

Step-by-Step Guide to Optimizing Your Profile

1. Claim and Verify Your Profile

If you haven’t already, claim your listing at google.com/business. Use your law firm’s official email address and complete the verification process (typically a postcard or phone call).

Ensure your Name, Address, and Phone number (NAP) exactly match what’s on your website and legal documents.

2. Use Your Exact Legal Business Name

Avoid keyword stuffing your business name (e.g., “Smith & Smith – Best Personal Injury Lawyers in Chicago”). Google may penalize you for this. Instead, use your firm’s real name — exactly as it appears on your signage and official documents.

3. Choose the Right Business Category

Start with a primary category that fits your core practice area (e.g., “Family Law Attorney” or “Criminal Justice Attorney”). Then add secondary categories for other services you offer.

✅ Example:

• Primary: Personal Injury Attorney
• Secondary: Trial Attorney, Legal Services

4. Add a Complete and Accurate Description

Use this space to explain what your firm does, your specialties, and the clients you serve. Include keywords naturally — but don’t overdo it.

Example:
“At Johnson Legal Group, we help injured clients throughout Chicago recover compensation for car accidents, medical malpractice, and workplace injuries.”

5. Upload High-Quality Photos

Profiles with photos get more clicks and calls. Upload:

• Your office exterior and interior
• Team headshots
• Your logo and signage

You will want to use real photos of your law office. Can you differentiate between unique photos using the coordinates of where it was taken, what's in the image, and how long people look at it.

6. Set Business Hours Accurately

Make sure your hours match what’s listed on your website and update them for holidays and special closures. Google rewards active profiles with better visibility.

7. Enable Messaging

Allow prospective clients to message you directly from your GBP. Be sure someone on your team monitors messages and responds quickly - response speed impacts visibility. Google wants to be helpful, so they will show engaged businesses.

8. Regularly Post Updates

Use Google Posts to share news, blog posts, client wins (with permission), or community involvement. Posts expire after 7 days, so keep it fresh.

9. Collect and Respond to Reviews

Reviews are one of the biggest ranking and trust factors. Even when you ask Google Gemeni or ChatGPT "what factors do you considered when ranking for a Chicago personal injury lawyer," quality reviews are one of the first criteria. Always respond, especially to negative reviews. with professionalism.

Tip: It's illegal against Google's policies to incentivize reviews. Instead, send a follow-up email after a case concludes with a direct link to your GBP review form. It's ok to ask a review, but exchanging goods of value for a review is not ok.

10. Add Services and Products

Under “Services,” list each practice area you offer (e.g., “Divorce Mediation,” “Probate Litigation”). Add brief descriptions using common client search terms.

Bonus Tips to Improve Local Ranking

• NAP Consistency: Your name, address, and phone number should match across all directories. We use BrightLocal at Pattern 6 for directory distribution services, which will create directory listings and make them match.
• Build Legal Citations: Get listed on Justia, Avvo, FindLaw, and similar directories. Those are easy places to achieve backlinks.
• Use Local Schema Markup: Add local business schema to your website with your address and practice area.
• Embed Your Map: Add your GBP location map to your website’s Contact page.

Common Mistakes to Avoid

• Using a virtual office or co-working space address
• Keyword stuffing your firm’s name in GBP
• Not responding to negative reviews
• Ignoring GBP for months at a time
• Failing to update holiday or special hours

These mistakes can lead to lower visibility or even suspension of your profile.

Final Thoughts

Your Google Business Profile is one of the most powerful tools you have for local SEO. It’s free, visible, and packed with features that help law firms stand out. The law firms that win in local search aren’t just the best attorneys — they’re the most findable. If you want help managing or optimizing your GBP as part of a broader local SEO strategy, Pattern 6 specializes in legal marketing and can help you get found, trusted, and hired.

Sources

1. Google Business Profile Help Center
   https://support.google.com/business/answer/3038177
   (Official guide on how to manage and optimize your GBP listing)
2. BrightLocal: Local Consumer Review Survey 2024
   https://www.brightlocal.com/research/local-consumer-review-survey/
   (Data on how consumers use local search and value online reviews)
3. Moz: Local Search Ranking Factors
   https://moz.com/local-search-ranking-factors
   (Breakdown of top factors affecting local search visibility, including GBP)
4. Whitespark: Local Ranking Factors
   https://whitespark.ca/local-search-ranking-factors/
   (Detailed annual report from top local SEO experts)
5. Google: Improve your local ranking on Google
   https://support.google.com/business/answer/7091
   (Best practices directly from Google for increasing local visibility)

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