When someone needs a lawyer, they don’t reach for the Yellow Pages (does that still exist?). We all know they Google. And if your law firm’s Google My Business (GMB) profile isn’t optimized, you’re off the radar to those high-intent searchers.

Optimizing your Google My Business profile isn’t just a checkbox on your marketing to-do list. It’s your firm’s welcome mat, your lobby, your first impression on countless potential clients. With a few smart tweaks, your profile can rise through local search results, bring in qualified leads, and build your firm’s credibility.

Why Google My Business Matters for Law Firms

Think of your GMB profile as your law firm’s digital office — open 24/7, never asks for coffee breaks, and works tirelessly to bring you clients. When someone searches for a “lawyer near me” or “[your practice area] attorney in [your city],” Google prioritizes local results. In fact, 46% of all Google searches are looking for local information.

Even better? Businesses with complete Google profiles are 2.7 times as likely to earn trust from searchers. And listings with photos receive 42% more requests for directions and 35% more website clicks!

Ignoring your Google My Business profile means missing out on a huge pool of local clients actively searching for legal help, including potential clients who could be calling your firm right now (like this very second!). Now that you’re fully convinced of the untapped value in optimizing your Google My Business profile, let’s talk about your first move.

Claim It Like You Mean It

No profile? No visibility. No verification? No control.

Claiming and verifying your Google Business Profile is the foundational step, and it’s non-negotiable for firms who want to thrive. It’s the digital equivalent of owning your office building instead of renting a mailbox. 

Without it, you can’t regularly update hours, add photos, post updates, or respond to reviews. You’re basically locked out of one of your most powerful marketing tools.

Not sure if your firm has already claimed a profile? Just search your law firm’s name on Google Maps. If you see the prompt “Own this business?” That means it’s time to step in and make it yours.

Put Your Best Legal Foot Forward: Photos Matter

Did you know listings with photos get 42% more direction requests? That’s not just eye candy — it’s client magnetism.

Law firms should showcase:

• Your welcoming office space (because ambiance matters).
• The faces behind the firm — smiling attorneys build trust.
• Team events or community involvement photos (bonus points for the firm dog).
• Professional logos and branded graphics.

Avoid stock photos of courtroom gavel clichés. Real photos = real clients. Think: Client-friendly office shots, professional team photos, and clear images of your building to help potential clients know what to expect.

Features You Shouldn’t Ignore

Google My Business offers features tailor-made for lawyers:

1. Categories: Add all relevant practice areas like “Personal Injury Attorney,” “Family Law,” or “Estate Planning Lawyer.” The more accurate your categories, the better Google matches you to searchers.
2. Q&A: Pre-populate this with common questions clients ask. “Do you offer free consultations?” “How soon can I speak with an attorney?”
3. Posts: Think of these like mini blogs. Share your latest verdicts, firm news, or legal tips.
4. Messaging: Enable it if you want instant chats with potential clients.

Keep Your Profile Fresh and Relevant

Your Google My Business profile isn’t a set-it-and-forget-it deal, especially for law firms. Regular updates show Google you’re active and help build ongoing trust with potential clients who often choose a lawyer based on seemingly small details.

1. Update Your Holiday Hours: Legal emergencies don’t stop for holidays, but your office might. Clear, accurate hours prevent frustrated clients from showing up to a closed door when a bad first impression might cost you the case before it even starts. Add special hours for court holidays or seasonal changes.
2. ‍Refresh Photos Seasonally or After Renovations: A fresh, professional look communicates that your firm is thriving and attentive. Maybe you’ve expanded your team or upgraded your conference room, so show it off. Visuals help clients feel confident they’re contacting a modern, trustworthy firm — not a stale one stuck in the past.‍
3. Add New Services or Specialties: Law evolves — and so does your firm. As you expand your offerings to meet client needs (like adding elder law, trusts, or business formation), make sure your profile reflects those changes so new clients can find you. Update your profile to reflect these specialties so you capture those searches and new client opportunities.
4. ‍Actively Seek Client Reviews Ethically: Positive reviews are gold for law firms. They boost your local SEO and reassure prospects that you deliver results. But remember: ethical rules prohibit offering incentives or soliciting fake reviews. Instead, ask satisfied clients politely, perhaps in follow-up emails or after a successful case, and always keep it genuine.

Keeping your profile fresh tells Google and your future clients that your firm is engaged, reliable, and ready to help when they need you most.

SEO Boosters: Ranking Tips for Law Firms

Search engine optimization is not limited to your firm’s website strategy. Google’s local ranking factors reward complete, accurate, and active GMB profiles, too. 

Here’s how to win:

1. NAP Consistency: Your Name, Address, and Phone (NAP) number must be identical everywhere online.
2. Keyword-Rich Descriptions: Write a natural, keyword-rich firm description including your location and practice areas. For example, “Smith & Jones is a trusted personal injury law firm in Dallas specializing in car accident cases.”
3. Respond to Reviews: Engage politely with every review. Managing customer reviews regularly shows you care.
4. Link to Your Homepage: Don’t confuse Google with multiple landing pages. It’s wise to link back to your website URL.

Marketing Without Malpractice: Ethical Tips for Your Google Profile

Legal marketing has its own rules (thankfully). Google My Business is no place to break them. 

• Don’t promise guaranteed results in your description or posts. 
• Never pay for reviews. 
• Keep review responses professional (don’t include client-specific details).
• Make sure all your claims can be backed up with evidence. 

If you’re unsure, consult your local bar’s advertising ethics guidelines or consult with a legal ethics expert. After all, your reputation is your firm’s most valuable asset — protect it while you grow your business.

Case Closed: Optimize That Google Profile

Optimizing your Google My Business profile isn’t rocket science — it’s just smart marketing with a legal twist. Claim your profile, add real photos, keep details fresh, leverage all the tools, and keep your content honest and compliant.

Clients are searching for a lawyer right now. Don’t let a neglected profile lose you the case.

Bonus tip: Using legal practice management software like Smokeball can help you stay organized and spend less time on marketing headaches — so you can focus on winning cases instead of fighting for clicks. Book a demo today!