Your Google Business Profile is often the first thing a prospective client sees when they search for an attorney in your area. For most practice areas, it determines whether they click through to your website at all. Yet most law firms treat it as a set-and-forget listing rather than an active marketing asset. Here is how to change that.

Why GBP Outranks Your Website in Local Search

When someone searches "divorce attorney near me" or "personal injury lawyer Austin," Google shows the local pack before any organic results. That local pack is driven almost entirely by your Google Business Profile, not your website. A firm with a mediocre website but a well-optimised GBP will consistently outperform a firm with a beautiful site and a neglected profile.

This matters more in 2026 than it did two years ago. Google has increased the weight it gives to GBP signals across nearly every local query type, and the gap between optimised and unoptimised profiles has widened accordingly.

Step 1: Complete Your Profile Fully

Most attorneys fill in the basics — name, address, phone number, website — and stop there. Google rewards profiles that use every available field. Work through each of the following:

GBP Completeness Checklist

  • Primary and secondary categories set correctly for your practice areas
  • Service areas defined if you serve clients beyond your office location
  • All practice area services listed individually under the Services section
  • Business description written with natural keyword inclusion (not stuffed)
  • Office hours accurate and kept up to date
  • Phone number consistent with your website and other directories
  • Website URL pointing to the correct page
  • Attributes filled in (accessibility, appointment required, languages spoken)

Step 2: Add Photos and Keep Them Fresh

Profiles with photos receive significantly more clicks and direction requests than those without. The photos do not need to be professional quality, but they do need to be current and genuine. Add at minimum:

A professional headshot or team photo. An image of your office exterior so clients can find you. An image of your reception or waiting area. Any community involvement or speaking events you have attended recently.

The key is recency. Google tracks when photos were last added. A profile with photos added regularly signals an active, engaged practice. Aim to add at least one new photo per month.

Step 3: Build a Review System

Review volume and recency are among the strongest local ranking signals Google uses. A firm with 15 reviews from the past six months will typically outrank a firm with 80 reviews from three years ago.

The most effective review request is a personal email sent two to three days after a matter closes, with a direct link to your Google review page. Keep it brief, keep it genuine, and make leaving the review as frictionless as possible.

Review Request Template

  • Send 2-3 days after matter closure, not immediately
  • Write in your own voice, not a generic template
  • Include a direct link to your Google review page
  • Ask one specific question: "Would you be willing to share a few words about your experience?"
  • Never incentivise reviews — this violates Google's guidelines and bar rules in most states

Step 4: Respond to Every Review

Responding to reviews signals engagement to Google and builds trust with prospective clients reading your profile. Keep responses brief and professional. For positive reviews, a genuine two-sentence acknowledgment is enough. For negative reviews, avoid defensiveness: acknowledge the concern and invite the person to contact you offline to discuss it.

Never include the client's name or any case details in a response to a negative review. Beyond the ethical issues, it draws more attention to the complaint. A calm, professional response that demonstrates you take feedback seriously is always the right move.

Step 5: Use Google Posts

Google Posts appear directly on your GBP and are almost entirely unused by law firms. They give you a regular opportunity to signal activity, demonstrate expertise, and include keywords that support your local ranking.

Post once or twice a month with short updates: a recent matter type you handled (without identifying details), a relevant legal development in your practice area, an event you attended, or a simple educational tip for prospective clients. Posts expire after seven days, so consistency matters more than length.

Step 6: Own the Q&A Section

The Q&A section on your GBP is public-facing and editable by anyone, including people who have never been your clients. Most attorneys ignore it entirely, which means questions go unanswered or get answered by strangers.

Proactively add five to ten common questions about your practice area and answer them yourself. This populates the section with accurate, helpful information, adds keyword-rich content to your profile, and prevents the awkward situation of a prospective client finding unanswered questions when they research your firm.

Quick Wins to Implement This Week

  • Check that your primary GBP category matches your main practice area exactly
  • Add at least three practice-area-specific services under the Services section
  • Upload four new photos including one of yourself
  • Set up a review request email to go out automatically two days after matter closure
  • Respond to any reviews that currently have no response
  • Add five Q&A entries to your profile answering common client questions
  • Publish your first Google Post this week