Many marketing tools exist for legal professionals. I have spoken with lawyers over the years who never created a website, instead relying solely on referrals for business. There is no one marketing algorithm because each ﬁrm is unique, but there is one free and easy tool that everyone can use.
Google Business Proﬁle is an online listing that your ﬁrm can leverage when people are searching for legal help in your geographic area. With a free business proﬁle, potential clients will ﬁnd information in Google about your legal services and are more likely to click through to your website—or contact you directly—as a result. Here's how it works.
When someone searches for a business by name or services sought, Google delivers localized results in the search and maps. Businesses with an optimal listing show up in what is known as the “three-pack” at the top of the search results. To improve your ranking, you can take certain steps to maximize your proﬁle’s relevance and prominence.
- Relevance. Relevance refers to how well Google can match your information with a searcher’s inquiry. The best practice is to add complete and detailed information about your ﬁrm, giving Google an idea of your practice and services offered to better match your proﬁle with searches.
- Prominence. Prominence refers to how well-known a business is. Google uses places like famous museums and brands when factoring prominence. Law ﬁrms don’t always have a well-known name, but other factors can also increase your prominence, including links from external pages to your website if you have one, client reviews, frequently asked questions, and periodic updates to your proﬁle with things that demonstrate your knowledge and experience.
Additional helpful features on Google Business Profile include a chat feature that enables you to receive messages from potential clients directly through Google. Google also offers the option of putting a “click to call” button next to proﬁles listed in mobile search results, so potential clients can contact you through a simple click without ever having to visit your site.
Once you have created your proﬁle, be sure to regularly check the analytics. Information to track includes the number of people who clicked through to your website or made a phone call because of the listing, and which search words led people to ﬁnd your proﬁle.
In short, taking advantage of free marketing opportunities can not only help you bring in more business but also make it easier for potential clients to contact you, improving the overall customer experience from the first click.