With things always changing it can be hard to stay ahead of the game in the marketing industry. If you want to be competitive – rank high on Google SERPs, show up in the local pack, and just generally be able to grow your law firm’s business – you need to invest time (or hire an SEO company) to manage your Google Business Profile ( previously known as GMB).
If you haven’t claimed or taken advantage of your Google Business Profile, you’re missing out on a huge opportunity to get your law firm’s name out there. Without a business listing profile – or with one that isn’t specifically and carefully put together– you’re essentially giving your competitors a huge advantage when it comes to generating leads, getting traffic to their websites, and, ultimately, signing new clients in your area.
Now you may be asking what Google Business Profile is, how it works, etc. Well, Google describes your business listing as an online listing that your firm can leverage in order to reach the top spots in Google’s organic results, when people are searching for legal help in your geographic area. From a marketing perspective, a Google Business Profile/ listing is a branch of local SEO that targets people in your firm’s local area through organic search.
Now, let’s look more in-depth about why Google Business Profile is good for your law firm.
Why is Google Business Profile important?
Consolidate Information About Your Law Firm
To start with, Google will retrieve the information about your law firm on Google Business Profile and put it on a server where it is matched with all the other information about your law firm listings across the web.
Build Customer Trust
With Google Business Profile, you get an opportunity to connect with your previous customers, who can quickly review and rate your law firm. Other potential clients also get a chance to go through your reviews and have an idea of how others perceive your law firm.
Get Discovered on Google Map Searches
Additionally, Google Business Profile/ listing can put your law firm on the map. By listing your information, your law firm can show up on Google Maps giving you an opportunity to get more leads and conversions.
Keep Customers Informed
Most importantly, Google Business Profile/ listing allows you to easily manage all your law firm information and ensure that Google users see updated information when they search for your business.
So, as you can see, Google Business Profile has the potential to really make or break your law firm’s optimization. However, those are not the only reasons to use Google Business Profile. Those are reasons Google Business Profile is important, now let’s talk about all the extra perks and benefits of having a Google Business page/listing.
What Are the Benefits of Using Google Business Profile For My Law Firm?
DISPLAY TOP RATING
Your Google rating is clearly displayed when your law firm appears in search engine results. Potential clients can quickly see that your law firm has a top rating from prior clients.
Google has a wide variety of paid advertising options for law firms. However, your Google Business Profile account is a form of free advertising.
APPEAR IN THE LOCAL 3-PACK
If you want your law firm to appear as one of the top three businesses on the Google Map, you need to ensure you have an optimized Google Business Profile account.
APPEAR ON GOOGLE MAPS
Your company appears on Google Maps, which can boost traffic to your website and increase calls to your law firm from potential clients.
INCREASED TRAFFIC TO YOUR LAW FIRM’S WEBSITE
Appearing at the top of Google organic searches increases the traffic to your website. Increased traffic means you have a greater chance to increase conversion rates.
With all of those perks, why wouldn’t you want to use it? It’s not difficult to set up, we can guide you through the entire process!
A Quick Guide for Setting Up Your Law Firm’s Google Business Profile Account
(This does not include optimization which is required for maintenance.)
1. SEARCH FOR YOUR GOOGLE BUSINESS ACCOUNT
Go to the Google Business Profile page and search for your business name by clicking “Manage Now.”
Do not skip this step. This step allows you to verify that you didn’t begin the process at some point and forgot to complete the registration. It also confirms that no one else has claimed your business account.
2. ADD YOUR BUSINESS TO GOOGLE
If your business does not appear, click “Add Your Business to Google” to create your free account. If someone has claimed your account, request ownership of the account from that person. If they fail to respond, you can contact Google to resolve the matter.
3. ENTER NAP & OTHER BASIC INFORMATION
Enter information for your account, including your name, business address, telephone number, website URL, business category, and practice areas.
4. CHOOSE A VERIFICATION OPTION
There are several ways to verify your Google Business Profile account. Choose the option that is best for you. Your business listing is not active until you verify your account.
And now you have officially taken the first step of beginning the process for your law firm’s optimization!
Here Are Some Final Recommendations
Before we close off for the day, we’d also like to share a few final tips for optimizing your Google Business Profile page.
Ensure That Business Details Are Accurate and Consistent (Contact, Location, Name)
Google Search favors relevant results that best match searchers’ intent.
Add Your Official Business Website
Lead your clients to your official website to let them know more about your services.
Add Accurate Opening Hours
A lot of users search Google for business hours, so it’s incredibly important to put the correct opening and closing hours for your firm. It’s also very important to update these hours every time they change, as much as possible.
Add photos of your staff and your business
Google understands the importance of images.
Write a captivating description
Your Google Business Profile description of your business is where you should give a summary of what you do and how your practice can help them.
Use SEO keywords
70% of marketers see SEO as more effective than PPC. It helps lawyers naturally attract clients and put their business in front of the right audience at the right time.
Post content on a regular basis
Google rewards businesses that use Google Business Profile on a regular basis to help customers and users. This is why it’s important to take advantage of Google’s Post feature.
Now having all the information, you do about Google Business Profile, there is no reason to keep sleeping on such a helpful resource. We hope the guides and tips we’ve provided you help your law firm’s overall success.