Law firm marketing is more competitive than ever. Firms are investing heavily in SEO, pay-per-click ads, and social media just to stay visible. Yet one of the most powerful and underused tools for attracting local clients is completely free: the Google Business Profile (GBP).
For firms focused on local visibility and trust, GBP (formerly Google My Business) is more than just another online listing. When properly optimized, it improves your placement in local search results, builds credibility through reviews and visuals, and makes it easy for potential clients to reach out.
The reality is that law firms who prioritize GBP often see more visibility, more engagement, and more client inquiries, all without increasing their ad spend.
In this article, you’ll learn:
Let’s dive in.
When someone searches for legal help in your area, your Google Business Profile (GBP) is often the first thing they see. It appears in Google Search and Maps and gives potential clients a quick look at your firm — contact details, reviews, photos, and options to call or message you directly.
This kind of visibility is especially important for law firms. Legal services are local and trust-driven. People want to find a lawyer who is nearby, looks professional, and feels reliable. A strong GBP makes that first impression count.
It also plays a key role in local SEO. A well-maintained profile can help your firm appear in the local pack, which are the map listings that show up above traditional search results. Showing up there can lead to a significant boost in traffic and new client inquiries.
Consider the data:
A complete and active profile helps your firm stand out right when people are looking for legal help. It builds trust, increases visibility, and supports your broader local SEO strategy.
Google Business Profile is one of the most visible tools in your local marketing stack. It shapes how your firm appears in search results, builds client trust, and provides fast paths to conversion.
Here are the features that matter most in 2025.
Start with the basics. Your name, address, phone number, website, business hours, and appointment link should be accurate and match what’s listed on your website and other directories. Even small inconsistencies can hurt your local search rankings.
Avoid keyword stuffing your firm name. Google has increased enforcement around this, and profiles using misleading names risk suspension.
Instead, highlight differentiators like “free consultations” or “remote appointments” in your business description or service list. These features can now be surfaced automatically in search results.
Reviews influence both rankings and client trust. Encouraging happy clients to leave detailed reviews can improve your visibility and make your firm more appealing in local search.
Responding to every review — especially critical ones — shows you are engaged and professional. With Google now using AI to generate review summaries in your profile, tone and clarity have become even more important.
According to BrightLocal’s 2025 Local Consumer Review Survey, 88 percent of consumers are more likely to choose a business that responds to all reviews.
Visuals give potential clients a sense of your professionalism before they ever reach out. Upload high-quality photos of your team, office, signage, and reception area to help clients feel comfortable.
Short videos can be especially effective. Introduce attorneys, explain core services, or provide a quick tour of your space. This helps demystify the process and builds familiarity.
Google Posts allow you to share updates that appear directly in your profile. This is an easy way to show activity and relevance.
Use posts to highlight new blog content, community involvement, legal tips, or recent case outcomes. Posting once a week is enough to stay visible and improve your local engagement signals.
The Questions and Answers section lets prospective clients post questions directly on your profile. You don’t have to wait for someone to ask—you can populate this section yourself.
Add frequently asked questions like “Do you offer free consultations?” or “What types of cases do you handle?” and provide clear, helpful answers. Regularly check for new questions and respond quickly.
“My website continues to dominate all the top website searches in my industry and my business has grown 10-fold as a result.”
Oykhman Criminal Defence
Claiming your Google Business Profile is easy — but optimizing it is what gets you found. Many law firms stop at the basics, which means fully optimized profiles have a clear advantage in local search and client acquisition.
If you want your firm to appear in the local pack, attract clicks, and convert profile views into real client inquiries, your profile needs to be complete, current, and aligned with Google’s best practices.
These are the most impactful steps to take.
Before anything else, make sure your firm has claimed and verified its profile through Google. This gives you full access to important features like reviews, messaging, and analytics.
If the listing was created by someone else — or auto-generated by Google — you can request ownership. Once verified, you’ll have full control over how your firm is presented in search.
Google rewards completeness. Fill out every field in your profile, including business categories, services, appointment links, and accessibility info.
Use the business description to clearly explain what your firm does, who you help, and what makes your approach different. Keep it natural and client-friendly, and avoid keyword stuffing.
As of 2025, Google’s AI features are beginning to surface content from GBP descriptions in search previews. A well-written description can influence how your firm appears in rich search results.
Your primary category should reflect your core service (for example, Personal Injury Attorney or Family Law Attorney).
Secondary categories can help you cover additional practice areas — but be selective.
The right categories directly affect your chances of showing up for high-intent searches.
Photos and videos signal trust and engagement, and Google uses them as ranking signals.
Law firms that post high-quality visuals consistently see more profile interactions, including website clicks and calls.
Google Posts let you share updates, announcements, blog content, and more. Posting regularly keeps your profile active, improves engagement, and may influence local relevance.
In 2025, Google is expanding the use of AI-generated summaries for profiles, often pulling content directly from recent posts and reviews. Posting strategically can help control the narrative.
Encourage clients to leave reviews after positive experiences, such as successful case outcomes or helpful consultations. Use a direct link to make it easy.
Respond to all reviews within a day or two. Timely, thoughtful replies show that your firm is responsive and values feedback. They also contribute to visibility and client trust.
According to BrightLocal’s 2025 Local Consumer Review Survey, 88% of consumers are more likely to choose a business that responds to all reviews.
A standout example of how to use Google Business Profile effectively is Weisfuse & Weisfuse, LLP, a New York City-based firm focused on representing 9/11 victims and responders.
Their profile checks nearly every box for what makes a GBP high-performing.
Their name, address, phone number, and hours are complete and accurate, making it easy for clients to reach out without confusion. Their listing matches what’s on their website and other legal directories, which helps with both trust and local SEO.
The firm has over 90 reviews with a high average rating. More importantly, the reviews are detailed, personal, and speak directly to the firm’s compassion, professionalism, and subject matter expertise.
They actively respond to reviews, showing prospective clients that they are engaged and attentive.
Their profile includes high-quality photos of their office and team, which help humanize the brand and make the firm feel approachable.
This is especially important in a practice area where empathy and trust are critical.
The business name and description clearly highlight their specialization in 9/11 claims. This clarity helps them rank for very specific local and niche searches, giving them an edge over firms with broader or less focused positioning.
Weisfuse & Weisfuse demonstrates that when a firm takes its Google Business Profile seriously, it can drive real visibility and trust without spending on ads. Their profile functions as both a local SEO asset and a credibility builder at the exact moment prospective clients are making decisions.
In 2025, Google Business Profile plays a growing role in how people discover and evaluate law firms. The platform is evolving quickly, with new features that reward active, well-managed profiles. If your firm is investing in visibility and trust, GBP needs to be part of that strategy.
Recent updates have introduced more AI-driven features. Google can now create automated summaries based on your reviews and profile content.
For example, a potential client might see a line like:
“Clients say this firm is responsive, professional, and easy to work with.”
That kind of messaging can shape a person’s first impression before they ever visit your website.
Google is also paying closer attention to signs of engagement. Profiles that are updated regularly — with new posts, fresh visuals, and thoughtful responses — tend to appear more often and in better positions in local search.
Looking ahead, local search is becoming more personalized, more voice-driven, and increasingly mobile. As search behavior shifts, your profile often becomes the first point of interaction with potential clients.
To stay visible and competitive:
Firms that stay consistent with these practices are in a stronger position to attract and convert local clients as search continues to evolve.
A well-managed Google Business Profile is one of the most powerful tools for local visibility and client acquisition. It helps your law firm appear in high-intent searches, builds trust through social proof, and drives action directly from the search results page.
To recap:
If you’re serious about attracting more local clients, start treating your Google Business Profile as a core part of your marketing strategy.
Looking to take it even further? Read our full guide on SEO for Law Firms in 2025 to see how GBP fits into a broader visibility strategy.
Ready to maximize your marketing budget? Fill out the contact form or call us today for a complimentary consultation. We will listen to your story, work to define your business objectives, and recommend an approach to deliver maximum ROI for your firm.
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