Increase Law Firm Leads: Expert Strategies for Google Advertising Success
In the competitive legal market, having a strong online presence is essential for staying visible and competitive. Google, as the single most valuable digital channel for growing a law firm, plays a crucial role in this endeavour. This article, penned by Molly Hall McGrath, offers strategies for law firms to leverage Google effectively.
One key area to focus on is optimizing Google My Business profiles (GBP), now known as Google Business Profiles (GBP). Here's how to optimize your GBP for maximum impact:
1. Claim and Verify Your Profile: Claim your Google Business Profile through Google’s verification process, which may involve receiving a postcard, a phone call, or an email verification. Verification ensures your profile is legitimate, allowing you to manage its content and increasing trust with Google’s algorithms.
2. Ensure NAP Consistency: Confirm that your firm’s Name, Address, and Phone Number (NAP) are accurate and consistent across your profile, website, and other business directories. Inconsistent NAP data can confuse Google’s algorithms, reducing your chances of appearing in local search results.
3. Select Relevant Categories: Choose precise categories that reflect your legal services, such as “Personal Injury Attorney” or “Family Law Attorney.” Accurate categories help Google match your profile to relevant local queries, improving citation frequency.
4. Craft a Clear, Client-Focused Description: Write a clear and concise description of your services in the “About” section. This should be a 750-character elevator pitch that highlights specific services and attributes, such as “Spanish speaking” or “Women-Led.”
5. Add Business Hours, Services, Contact Details, and Location: Ensure that your business hours, services offered, contact details, and location are up-to-date and accurate. This information helps potential clients quickly find and contact you.
6. Post Updates and Add High-Quality Photos: Regularly post updates like blogs, case results, and FAQs to keep your audience engaged. Add high-quality photos of your office to build trust and showcase your firm’s environment.
By following these steps, law firms can significantly enhance their visibility in Google search results and attract more leads through their optimized Google Business Profiles.
The article also provides suggestions for free digital resources and blog libraries for law firm growth. For more conversations related to this topic, Ronnie Deaver, the Founder of NoBull Marketing and host of the Evolving With The Times podcast, offers a weekly podcast.
Google Ads can be helpful for law firms, but should be managed by professionals. Deaver suggests prioritising Google over other social media platforms for law firms, as roughly 70% of law firm leads originate from Google My Business, more than from Facebook, TikTok, or Instagram combined. The visibility and trust for a law firm on Google can be significantly influenced by review quantity and velocity.
However, managing Google Ads for law firms is complex and can quickly burn budget if not managed carefully. Therefore, hiring a professional who understands Google Ads specific to the legal field is advised for managing and optimizing Google Ads for law firms.
In the realm of business and financial growth, optimizing Google Business Profiles (GBP) is crucial to increasing a law firm's online visibility in the competitive market. By following strategies such as verifying profiles, ensuring consistent NAP information, selecting relevant categories, crafting a clear description, and posting regular updates, law firms can boost their visibility in search results and attract more leads. Furthermore, while Google Ads can aid in law firm growth, it is advisable to leverage the expertise of professionals who specialize in Google Ads for the legal field to ensure efficient and cost-effective management.
Education-and-self-development for law firms can be furthered through free digital resources, blog libraries, and podcasts such as the Evolving With The Times, hosted by Ronnie Deaver. This technology-driven approach, when combined with strong business practices, can help law firms thrive in today's lifestyle-centric world.
