7 Steps to Rank Higher on Google Maps for Your Law Firm

February 17, 2023


Welcome to our law firm digital marketing series. In this article, we will discuss seven steps that can help your law firm rank higher on Google Maps. As the world has gone digital, it has become crucial for law firms to implement effective digital marketing strategies to remain competitive. Our goal is to help law firms like yours generate more leads and revenue through these strategies.

Advantages of Google Local Search:

Google Maps and local search offer two significant advantages for small and medium-sized law firms:

  1. It provides a fighting chance for local businesses to compete with larger law firms. When a local commercial keyword is entered, the first search results displayed are Google Ads, Google Maps, and Local Search, and then organic search. The problem with organic search is that only experienced marketplaces or large organizations can rank in the first few links of the first page, which makes it hard for small and medium-sized businesses to drive traffic or leads from organic search. Google Maps and Local Search are placed on top of organic search results, providing smaller firms a better chance to rank higher.
  2. Search is more important than other channels because of its high purchase rate. Search engines are great for law firms that are targeting high-intent keywords like "law firms near me", "personal injury lawyers", or "divorce lawyers." Buyers immediately enter the evaluation stage in the funnel when they search for law firms, making it faster to convert a lead into an actual business.

The Three Factors That Impact Your Ranking:

Three factors impact your Google Business Profile ranking on Google Maps or Google Local Search:

  1. Relevance - how well a local business profile matches what someone is searching for. Proper keywords that people use to search for your law firm's services should be included in your local business profile.
  2. Distance - how far a user or customer is from your location.
  3. Prominence - information that Google has about your business from across the web, including links, articles, directories, reviews, and their ranking.

The Seven Steps Process to Rank Your Law Firm's Google Business Profile:

If you're a law firm looking to attract more clients, ranking your Google Business profile is a crucial step in your digital marketing strategy. Google Business profiles appear in Google Maps and local search results, making them highly visible to potential clients in your area. Here's a step-by-step guide on how to optimize your law firm's Google Business profile and rank higher in search results.

  1. Claim and Verify Your Business

The first step is to claim and verify your business on Google. Claiming and verifying your business on Google is an essential step in optimizing your law firm's digital marketing strategy. By claiming your business, you can manage your law firm's online presence and ensure that potential clients can find accurate information about your services.

To claim and verify your business on Google, you need to create a Google My Business account and enter your law firm's information, including its name, address, phone number, and website. Once you have entered this information, Google will send you a verification code to your business address or phone number.

You need to enter this verification code into your Google My Business account to confirm that you are the owner of the business. This process ensures that only the rightful owner of a business can manage its online presence on Google. Once you have verified your business, you can start optimizing your Google Business profile by adding more information, encouraging reviews, and building local citations to improve your law firm's visibility in search results.

  1. Complete Your Business Information

Completing your business information involves ensuring that your Google Business profile is up-to-date and includes all the necessary details. This includes adding a description of your law firm's services, office hours, photos of your office and staff, and any other relevant information that potential clients may find helpful. It's essential to use keywords that describe your services and location to help improve your profile's visibility in search results. The more detailed and accurate your business information, the more likely it is to appear in relevant searches and attract potential clients. Additionally, providing photos and descriptions of your law firm can help build trust with potential clients and make your law firm more approachable.

  1. Encourage Reviews

Encouraging reviews and responding to them can be an important part of optimizing your law firm's Google Business profile. Reviews are one of the top-ranking factors for local search, so the more positive reviews your law firm receives, the higher it will rank in local search results. Additionally, positive reviews can help build trust and credibility with potential clients.

To encourage clients to leave reviews, you can send follow-up emails after working with them or include a link to your Google Business profile in your email signature or on your website. It's important to respond to all reviews, whether they are positive or negative, as this shows that you value feedback and are committed to providing excellent service.

When responding to reviews, make sure to thank clients for their feedback, address any concerns or issues they may have raised, and provide a positive and professional tone. This will help show potential clients that you are a responsive and customer-focused law firm.

  1. Optimize Your Website

In order to optimize your website for ranking your Google Business profile, there are several things you can do. Here are some details on each step:

  • Make your website mobile-friendly: Many people use their mobile devices to search for businesses, so it's important that your website is optimized for mobile devices. This means ensuring that the website design is responsive, so that it adjusts to fit different screen sizes, and that the site loads quickly on mobile devices.

  • Include relevant content: Your website should include content that is relevant to your services and location. This can include information about the types of cases you handle, your experience and expertise, and your location. You should also include your contact information, such as your phone number and email address, prominently on your website.
  • Optimize your pages for keywords: Identify the keywords that potential clients are using to search for law firms in your location, and make sure that those keywords are included in your website's content, titles, meta descriptions, and headings. However, avoid keyword stuffing, which means using too many keywords in your content, as this can actually hurt your rankings.

By optimizing your website, you can increase your chances of ranking higher in Google search results, which in turn can drive more traffic to your website and Google Business profile.

  1. Create Local Content

Creating local content can be a valuable way to optimize your law firm's Google Business profile. By creating content that is specific to your local community, you can improve your visibility in search results and establish your law firm as an authority in your area. Here are some tips for creating effective local content:

  • Focus on local legal issues: Research the legal issues that are most relevant to your community and create content that addresses these topics. For example, if you are a criminal defense lawyer in a particular city, you might create content that addresses common criminal charges in that area.
  • Use local keywords: Include keywords that are specific to your location in your content. This will help your content show up in search results for users in your area. For example, if you are a personal injury lawyer in Denver, you might use keywords like "Denver personal injury lawyer" or "personal injury attorney in Denver" in your content.

  • Highlight local events: If there are legal events or news stories that are relevant to your community, make sure to cover them in your content. This can help demonstrate that you are an active member of your community and that you are committed to staying up-to-date on local legal issues.
  • Use multimedia: Incorporating photos, videos, and other multimedia into your content can make it more engaging and shareable. For example, you might create a video that explains a complex legal issue in simple terms or use photos to illustrate a point in your blog post.

Overall, creating local content can help improve your law firm's online presence and visibility in search results. By providing valuable information to your community, you can establish yourself as a trusted authority in your field and attract new clients to your practice.

  1. Build Local Citations

Local citations are online mentions of your business name, address, and phone number (NAP) on other websites. These citations help Google and other search engines understand the legitimacy and credibility of your business. Building local citations is an important factor in optimizing your Google Business profile and improving your overall online presence.

To build local citations, start by listing your law firm on popular online directories, such as Yelp, Avvo, and Yellow Pages. These directories have high domain authority and are trusted by search engines, which can boost your law firm's visibility in search results.

You can also reach out to local organizations, such as your local chamber of commerce, to see if they can mention your law firm on their website. This can help improve your local presence and establish your law firm as a trusted and respected member of the community.

Make sure your NAP information is consistent across all citations, as inconsistencies can harm your online visibility. Check that your business name, address, and phone number are correct and consistent on all listings, and ensure that any variations (such as "St." or "Street") are standardized.

Overall, building local citations is an effective way to improve your law firm's visibility in search results and establish your business as a credible and authoritative source in your community.

  1. Monitor Your Performance

Finally, monitoring your law firm's performance on Google is crucial to understanding the effectiveness of your digital marketing efforts. You can use tools like Google Analytics and Google Search Console to track your website's traffic and search performance.

In terms of your Google Business profile, you can monitor your ranking by checking where your profile appears in search results for relevant keywords. You can also keep track of the number of clicks, calls, and directions requests that your profile receives, as well as the number of reviews and their ratings. This data can help you identify which strategies are working and which need improvement.

Regularly monitoring your performance can help you make data-driven decisions about your digital marketing strategy, allowing you to optimize your efforts and improve your law firm's online visibility and reputation.


By following these seven steps, your law firm can rank higher on Google Maps and Google Local Search, leading to more leads and revenue for your firm. It is crucial to implement these strategies continuously and stay up-to-date on the latest digital marketing trends to remain competitive in today's digital world.

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