Many law firms limit their visibility by using only one Google Business Profile. This approach leaves opportunities on the table. Savvy law firms take a different route. They create multiple profiles to expand their local presence and gain a competitive edge.
Here’s how it works: establish separate, optimized profiles for each practice area and office location. For instance, if your firm specializes in personal injury, family law, and estate planning, and operates in multiple cities, each practice area in every location can have its own profile. This strategy positions your firm to appear more frequently in Google searches, increasing visibility and capturing local clients searching for specific legal services.
For example, here is one way you can apply this. If a law firm operates in three offices in different cities— and they specialize in personal injury, family law, and estate planning— this office can create nine Google Business Profiles:
- City A: Three Profiles. One each for personal injury, family law, and estate planning.
- City B: Three Profiles. One each for personal injury, family law, and estate planning.
- City C: Three Profiles. One each for personal injury, family law, and estate planning.
Each profile should include the office address, specific practice area, bilingual descriptions, and local keywords. This ensures your firm appears in relevant searches across all practice areas and locations.
The impact of this method is significant. Instead of relying on one general profile to represent your firm, you’ll gain broader exposure across your target markets. Optimized profiles also ensure that prospective clients find accurate, relevant, and localized information about your services. Incorporating bilingual descriptions further enhances your ability to connect with diverse audiences.