Maximizing Your Law Firm’s Google Business Profile

By Jerome Hutchinson

You don’t need to rank #1 on Google to win more clients, but you do need to show up where it counts. For law firms, this typically means appearing in the local map pack and having a well-optimized Google Business Profile.

Think of it this way: if someone searches “car accident lawyer near me,” your Google Business Profile is often the first thing they’ll see. Not your website. Not your credentials. Just your listing—and whether it feels trustworthy or not.

Maximizing your Google Business Profile isn’t just about filling in a few blanks. It’s about helping potential clients feel confident enough to contact you, especially when they’re stressed, hurt, or unsure about whom to trust.

This page walks you through how to optimize your law firm’s Google Business Profile step by step, flagging the problems that keep you from showing up and explaining how to fix them without needing a tech degree.

Ready to fix what’s holding your firm back? Let’s get into it.

Why Your Google Business Profile Might Be Costing You Clients Without You Realizing It

Many lawyers claim their Google Business Profile and then forget about it. However, that small box on the right side of the search results can either attract your clients or drive them away.

If your hours are wrong, your location is outdated, or there are no photos or reviews, most people won’t even bother clicking through to your website. They’ll move on to the next firm that looks more active, credible, and available.

A messy or neglected listing doesn’t just confuse people; it also reflects poorly on the property. It conveys something, fair or not, to them about how your firm operates.

What makes this worse is that Google’s local search algorithm considers how complete and up-to-date your listing is. Even if you’re the best lawyer in town, an incomplete profile could drown you in the search results.

The First Step: Fix What’s Missing or Misleading

Take your time and review your Google My Business (GMB) listing carefully. Make sure that everything is correct. Take your time and avoid rushing through the process. When checking, ask yourself: Is your law firm’s name spelled the same everywhere? Do your hours reflect vacations, holidays, or weekend availability? Do you have and use an away message? Do clients have a way to contact you in case of an emergency? Are you listed at the right address? Is your phone number correct? Is voice mail set up correctly?

Inconsistencies like these confuse both people and Google’s algorithm. If your Google Business Profile says one thing and your website says another, you might slip out of the map pack entirely.

Start by logging into your profile at google.com/business. Take your time and carefully review:

Business name
Address
Phone number
Website (including all contact details)
Practice areas (categories)
Office hours
Type of services your firm covers
Photos

Make sure they’re accurate, current, and match the information listed elsewhere online. If you haven’t claimed your law firm’s profile yet, do it here: Claim your Google Business Profile.

It only takes a few minutes to fix these gaps, but it’s the foundation for everything that comes next.

Next Step: Turn Your Profile into a Lead Generator

Here’s a no-fluff checklist to help your law firm’s Google Business Profile work smarter—and bring in more qualified leads:

· Choose a precise primary category (e.g., Personal Injury Attorney instead of Lawyer)

· Use real photos of yourself, your office, employees, and contractors. Also, include pictures of staff at events, especially ones involving the community. Additionally, you can include images of attorneys with clients, influencers, or well-known individuals (with written permission, of course).

· List your email address, business hours, local and toll-free phone numbers, and mailing address.

· Happy clients lead to a better reputation, increased revenue, and more referrals. Always ask existing clients for reviews (and respond to all of them). Even if a client is disgruntled, it’s important to acknowledge their dissatisfaction while publicly attempting to fix the issue.

· Post regular case updates or highlights, FAQs, or other pertinent information using Google Posts.

· Use one profile per physical office and follow Google’s rules for multi-attorney setups.

· Monitor performance with Insights and adjust your marketing strategies on how people find and interact with your listing.

· Fix any conflicting or outdated information that appears on your website or and directories.

· Avoid keyword stuffing or using fake locations—this could lead to Google suspending your profile.

· Schedule 10 minutes a week to update or review your listing.

Want Help Making Your Google Business Profile Start Work Like It Should?

Your Google Business Profile is a tool that can bring real clients through your door. However, it only works if it’s set up correctly, kept fresh, and speaks directly to the people seeking legal help right now.

Maximizing your Google Business Profile is one of the fastest, easiest ways to grow your firm without spending more on ads or chasing leads that go nowhere.

If you’re not receiving the calls you expected or are unsure where to begin, please KPC Marketing today. We’ll take a look at your law firm’s Google Business Profile and show you exactly what’s helping, what’s hurting, and what to fix.