Using Google to Drive Business to Your Firm in 2023

by Dec 28, 2022

We all rely on Google to conduct research, compare options, and make decisions – including your potential clients. If you are developing your firm’s web presence or looking to grow, you may feel unsure of what Google wants or needs from your website. As you organize your business goals for the new year, it’s helpful to know how you can make Google a viable marketing tool for your digital presence. 

Using Google’s search engine traffic to successfully drive business to your firm can be very low cost, but it takes time and requires careful strategy. Read on for guidance on how you can maximize your website’s visibility on Google in 2023 using free tools and focused marketing tactics. 

Google Your Law Firm

If you’re not sure what a potential client may see when they Google you or your law firm, it’s time to Google yourself. Performing a Google search on yourself at least once a month is essential to maintaining an effective online presence.

To effectively Google yourself, start with a new browser window in incognito mode or with a cleared browser cache. This will give you an accurate depiction of the first page of search results without the interference of previous searches or your location settings. 

Once you’re ready to conduct your search, enter each of the following queries into Google, one at a time:

  • Your name
  • Your firm’s name
  • Your name + your current city
  • Your firm’s name + your current city
  • Your name + your firm’s name + your current city
  • Any past and current email addresses
  • Any past and current phone numbers (including your office phone number)
  • Any active social media account usernames

For each of these queries, review the first page of search results for any misinformation or red flags. You will also need to inspect the “Images” tab for any pictures that you would not want to appear publicly. If nothing seems out of the ordinary, then you are in the clear for this month and can return to this process next month.

You may perform a Google search on yourself and stumble upon information or an image that you don’t wish to represent you or your firm. If the information is from a site or platform that you have access to, such as a social media profile, you’re free to delete this information or change your privacy settings. However, if the information is on a website or platform that you do not have direct access to, you will need to contact them and request to have it removed. Despite the potential hassle, this is an important part to managing your digital presence.

Optimize Your Google Business Profile

Google Business Profile (GBP), previously known as Google My Business, is a free business listing intended for local businesses to manage their online presence on Google Search and Google Maps. After creating a Google Business Profile, your firm’s listing shows up directly in searches and Google Maps making it a core element of helping potential clients find your website where they can discover answers to their legal questions and connect with your firm.

Check out our Guide to Google Business Profile for first steps, features, and tips for leveraging GBP for your small law firm.

To create a Google Business Profile, you will first need to have a Google account. After you are logged into a Google account, you are automatically logged into your GBP Manager where you will add your firm to Google. From here, begin filling out all available customizations to completion.

If you are new to Google Business Profile or looking to optimize your listing, there are a few key things you can do:

  • Complete all elements of your business listing. There are several customizations that can be made to your GBP listing. Ensure that each of these has been completed to maximize the information you provide Google about your business. 

Tip: Don’t forget to add Labels to your listing that are relevant to your location and practice areas and your firm’s business hours.

  • Mirror multiple GBP listings (if applicable). If you have more than one firm location, create a separate GBP listing for each location. Ensure that each listing is an exact copy of one another aside from the differing business addresses. 
  • Stay on top of client reviews. Assign a follow up date with each satisfied client after their case closes to request a testimonial for your Google Business Profile. Set aside some time each week to look over any new reviews and craft responses.
  • Add photos. If you have taken a new headshot or staff group photos, add these to your listing to show potential clients that you are active. This also helps potential clients put a face to your name and make a connection just as they would on your website.
  • Use your GBP analytics. Explore your free GBP Insights to learn more about how potential clients are finding your listing and what actions they are taking once they’ve found you. This can help you identify larger trends in client search behavior that you can implement into your current website marketing strategy.


Create High-Quality Written Content

The way in which Google determines what results to return for any given search is highly rational. When a potential client conducts a search, Google sorts through all of the available pages and tries to return the best and most useful information related to the search. What this means is that your website content should ultimately reflect and complement what potential clients are searching for on Google. 

Understanding the search behavior of your potential clients is knowing that a majority of them will be doing some independent research on their legal matter before making the decision to call your firm. In doing so, they are likely going to be asking Google complex questions. Most potential clients aren’t simply searching for “Car accident attorney Seattle” but rather “What do I do after I get rear ended?” High-quality website content will support these long-form searches with answers that help build trust and authority with the potential client.

High-quality content tends to be information-dense, and thoroughly answers the questions that brought a potential client to your website. Your website is your opportunity to position you and your firm as expert, professional, and thought leaders in your area of law. That being said, content needs to be written in plain language to appeal to a broad audience. If you’re explaining anything legal, make sure to do this plainly or provide sufficient clarification.

LawLytics offers the ultimate content solution for attorneys looking to maximize their presence on Google in 2023. Our content generation tool is built-in to your LawLytics dashboard and gives you access to over 250 practice area topics to customize and publish to your website with ease. Each piece of content has been engineered for optimal performance on Google with features such as internal link opportunities and optimized subtitles, and helps build trust and authority with potential clients.

Don’t wait to access the tools you need to succeed with Google in 2023. Get started today and our dedicated team of design and development experts can have everything they need to begin creating your new, high-performing website. View our pricing and plans here or book a no-obligation demo of the platform with a product expert. 

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