When someone needs an attorney, they’re usually looking for one close to home. And whether they’re searching for a divorce lawyer in Pittsburgh or an estate planning attorney in Pasadena, chances are that Google will be their first stop.
This means if your law firm isn’t showing up well in local search results, you’re missing out on opportunities to connect with clients who are actively looking for your services.
Fortunately, improving your local visibility doesn’t require a massive overhaul of your marketing strategy. A few simple changes can make your firm much easier to find.
Claim, Verify and Optimize Your Google Business Profile
Your Google Business Profile is one of the most important tools in your local SEO strategy. It’s the listing that helps your firm appear in Google Search and Maps, displaying information such as location, hours, phone number and reviews.
If you haven’t already, claim and verify your profile. Then make sure you’re getting the most out of it.
- Choose accurate categories. Select the category that best describes your practice, adding relevant secondary categories where appropriate. If you have a niche, now is the time to tout it.
- Complete your information. Include your website, phone number, office hours, address and a clear description of your services.
- Add authentic photos. Pictures of your office, attorneys and staff help prospective clients feel familiar with your firm before reaching out.
- Keep it updated. Changes to office hours, locations or contact information should be reflected promptly.
Don’t stuff your business description with keywords or add unnecessary practice-area terms to your firm’s name. Google wants accurate information and any attempt to manipulate your listing can backfire.
Keep Your Contact Information Consistent
Your firm’s name, address and phone number should be consistent everywhere they appear online. Among other places, that includes …
- Your website
- Google Business Profile
- Legal directories
- Social media accounts
- Local business listings
For example, if your firm has recently relocated, a single outdated address on an old directory listing could confuse prospective clients and send them to the wrong office.
Start by searching for your firm’s name and reviewing the results. Correct outdated listings, remove duplicates where possible and establish a standard format for your contact information.
Build Local Citations That Matter
A local citation is an online mention of your firm’s identifying information, often including its name, address, phone number and website. These help establish your firm’s presence in a geographic market, especially when they appear on reputable, relevant websites.
Consider maintaining accurate listings on platforms such as Avvo, FindLaw, Justia and applicable state or local bar directories. Local chambers of commerce and professional associations are also safe bets.
You can seek out other directories too, but focus on quality, relevance and accuracy. Your business doesn’t need to appear in every directory on the internet if it’s in the ones that matter.
Create Location Pages With a Purpose
If your firm serves multiple communities, dedicated location pages can help search engines and prospective clients understand where you practice.
However, creating nearly identical pages for every nearby city isn’t a shortcut to better rankings.
Each page should provide genuinely useful information, such as the services available at that office, its address and parking details, profiles for the attorneys who work there and other local considerations. For example, a family law firm with offices in two counties might explain which courts commonly handle matters arising in each location.
Encourage Reviews Without Compromising Ethics
Online reviews and testimonials can influence whether someone contacts your firm. However, legal professionals face additional considerations when requesting and responding to them.
- You can encourage clients to leave honest feedback as long as your approach complies with applicable advertising and professional conduct rules.
- Avoid offering incentives that could compromise the integrity of reviews, pressuring clients to provide positive ratings or suggesting what they should say.
- Most importantly, protect confidentiality. Even when a reviewer publicly discusses their case, your response shouldn’t disclose or confirm confidential information. A simple, professional acknowledgment is generally safer than a detailed explanation or public rebuttal.
Have a consistent process for monitoring reviews, responding appropriately and escalating sensitive situations to someone familiar with your firm’s ethical obligations.
Make Local Visibility Part of Your Marketing Strategy
Local SEO isn’t a one-time project. Review your Google Business Profile regularly, check for inaccurate listings and monitor how prospective clients find your firm. Small, consistent improvements can help you build a stronger local presence over time.
Need help making your law firm more visible to the clients you’re trying to reach? Mischa Communications helps legal professionals develop effective marketing strategies that support growth while respecting the demands of a regulated industry. See what we can do for you.
