Whether it’s the local pack results or your own branded knowlege panel, Google My Business is one of the best opportunities for lawyers and law firms to improve new client acquisition. The local pack gets a ton of attention from searchers with local-intent ( they want a product or service from a business in their area ) and a well-optimized GMB listing is essential to get that visibility. Often these types of queries are highly competitive for lawyers so just being visible isn’t enough, you also need to stand out. Beyond that, you also want to put your best foot forward with potential clients searching directly for you or your law firm online while they’re doing research. Effective law firm marketing isn’t easy but these 5 GMB optimization tips will get you started in the right direction.
1. Choose A Specific Primary Category
The quickest way to get lost in the noise is to be too general. There’s not that many people going online searching for a “general practice attorney”. Even if you do have multiple practice areas you’ll likely get a better outcome by selecting your main practice as your primary category and using secondary categories for your other services. If I’m looking for a criminal justice lawyer, family law, or real estate lawyer I’m going to be more inclined to explore the law firm that appears to do specifically what I need help with. You still have every opportunity to rank organically for those other keywords but with a strategic approach you can gain more overall opportunities.
Not only are reviews a ranking factor that can help your firm break into the local pack results, it’s also what differentiates you from the competing lawyers once you get there. Review volume and rating are a major factor when searchers are deciding which law firm to look into first. In fact, some users will just go ahead and call a business without even visiting the website after reading positive reviews. Read more about why good reviews are essential for your business.
Google isn’t the only player in the review eco-system. I’d also recommend doing a search for your law firm on Google to see what other review sites show up on the first page. There’s also a section in your knowledge panel called “reviews from the web” that showcases your ratings from other review sites. You want to make sure that you’re working to improve your reputation on all the platforms that are visible to potential clients.
3. Make Sure Your Contact Info Is Accurate
According to Bright Local 64% of consumers have used Google My Business to find contact details for local businesses. If you’re going to put in the work to be visible and prove that you’re the best lawyer for the job – don’t blow it when that client is ready to contact you. The same research found that 50% of consumers would be deterred from using a local business if the contact information is out of date on the website. In summary, audit your website and GMB to make sure they have matching and up-to-date contact information.
4. Add Your Own Questions And Answers To Your Listing
GMB has a Q & A and feature that allows consumers to ask questions about your business, and all those questions sit in your knowledge panel for everyone else to see. First of all, answer any questions you get as productively as possible. It doesn’t make you look very good if you appear to be ignoring your clientele. Second, you can add your own questions and answers so there’s an FAQ section directly on your listing to address common questions or objections. Answering these questions up front can help build trust and spare you answers the same questions over and over again.
5. Add Quality Photos
Do you have a beautiful office space? You might be surprised by how many views GMB listing photos can get. It’s a great opportunity to differentiate yourself and paint a clearer picture of what the experience is going to be like at your firm. Imagine you’re considering two different law firms, one has generic or dimly lit photos while the other has high quality photos of a tidy and professional looking space, where would you go?
6. Use Google Posts
There’s some evidence that there’s a correlation between rankings and actively using Google Posts which is already a compelling reason to leverage them. Additionally, your GMB listing likely gets a lot of views from potential clients and existing clients alike. Google Posts are your chance to take advantage of that attention by showcasing offers, updates, or anything else you want people to see.