Why Google Business Profiles Matter for Solicitors

At Lillian Purge, we specialise in SEO for Solicitors, highlighting why Google Business Profiles matter for solicitors.

In today’s digital-first legal landscape, a solicitor’s online presence is as important as their office location. Clients searching for legal help rarely visit multiple websites before making contact—they look at who appears first, who looks credible, and who has strong reviews. A well-optimised Google Business Profile can make all the difference. This article explains why Google Business Profiles matter so much for solicitors and how they can transform local search performance, client trust, and lead generation.

What is a Google Business Profile

A Google Business Profile (GBP), formerly known as Google My Business, is a free listing that allows your law firm to appear in Google Search and Google Maps. It displays key details such as your firm’s name, address, phone number, website, opening hours, and client reviews. When optimised correctly, it helps Google understand your location and services, ensuring that your firm shows up when potential clients search for solicitors nearby.

For example, when someone searches “family solicitor in Bedford” or “conveyancing lawyer near me,” a well-maintained Google Business Profile helps your firm appear prominently in the map pack—the three listings displayed at the top of search results. This visibility drives calls, website visits, and direct enquiries from local clients.

Why Google Business Profiles matter for solicitors

1. Local visibility drives client enquiries
Most people looking for legal advice prefer a local solicitor they can meet in person. Google prioritises local results when users search for nearby services. A complete and optimised profile helps your firm appear in these results, often above traditional website listings.

2. Builds trust and credibility
Clients searching online want reassurance. A verified Google Business Profile with positive reviews, professional photos, and accurate information shows your firm is reputable and active. It establishes credibility before a client even clicks on your website.

3. Increases calls and directions
Google Business Profiles include call, message, and direction buttons that make it easy for users to contact you instantly. Many clients take action directly from these features without ever visiting your website, which means a well-optimised profile can directly generate new business.

4. Supports SEO performance
Your Google Business Profile is closely tied to your local SEO. Consistent information across your website, directories, and your profile helps Google confirm your legitimacy. Regular updates, posts, and reviews also signal activity, which improves rankings over time.

5. Highlights specific legal services
Law firms can list detailed service categories within their profiles, such as “conveyancing,” “family law,” or “employment disputes.” This allows Google to match your firm with relevant local searches. It’s an effective way to attract clients looking for specific legal help.

How reviews influence your visibility

Client reviews are one of the most powerful aspects of your Google Business Profile. They affect both rankings and client decisions. A steady flow of positive, genuine reviews can dramatically improve how often your firm appears in local searches.

Encourage satisfied clients to leave feedback after cases are completed. Respond to reviews professionally and promptly—both positive and negative. Google values engagement, and potential clients appreciate firms that handle feedback transparently.

A firm with ten well-managed five-star reviews is far more likely to receive enquiries than one with none. Reviews also serve as a trust signal that your firm delivers reliable, ethical, and effective legal services.

Key elements of an optimised Google Business Profile

A complete and accurate profile is the foundation of success. Solicitors should ensure the following:

• Correct firm name, address, and contact details

• Consistent business hours, including holiday updates

• Accurate service areas and legal specialisms

• Professional logo and high-quality photos of the team or office

• Detailed service descriptions for each area of law

• Regular Google Posts sharing legal updates, blogs, or community involvement

Completeness not only improves rankings but also encourages client engagement. Profiles with full details and fresh updates attract more clicks and enquiries.

The role of posts and updates

Google Posts allow solicitors to share short updates, event details, or recent case successes directly on their profile. This keeps your listing active and relevant, signalling to Google that your firm is current and engaged.

Posting regularly—perhaps weekly or fortnightly—can improve visibility while providing helpful information to potential clients. Examples include updates about new legislation, changes to conveyancing law, or community legal clinics. These posts show that your firm is knowledgeable and approachable.

Common mistakes law firms make with Google Business Profiles

Many solicitors set up a profile once and then leave it unattended. This is a missed opportunity. Inactive or incomplete profiles are less likely to rank and can even appear outdated to potential clients.

Other common errors include inconsistent addresses between your website and profile, ignoring reviews, or selecting incorrect service categories. These small details can confuse Google’s algorithm and harm your rankings. Regular monitoring and updates are essential for maintaining performance.

Measuring success through insights

Google provides detailed analytics within your Business Profile dashboard. You can track how many people view your listing, click your website link, call your office, or request directions.

These insights show which actions drive engagement and which services attract the most attention. By reviewing this data monthly, solicitors can adjust their strategy to focus on high-performing areas.

How Google Business Profiles improve SEO for solicitors

A strong Google Business Profile directly supports your website SEO. When Google recognises consistent business information and engagement signals, it strengthens your site’s authority in local searches. This makes it easier for your firm to rank organically for high-value legal keywords.

Profiles that include regular posts, frequent reviews, and accurate categories tend to dominate the local map pack, capturing more leads than competitors with weak or inactive listings.

How Lillian Purge helps solicitors optimise their Google Business Profiles

At Lillian Purge, we help solicitors maximise their visibility through fully managed Google Business Profile optimisation. Our team ensures every detail—from your services and descriptions to reviews and photos—is aligned with SEO best practices.

We also integrate your profile with your wider SEO strategy, using consistent keywords, structured data, and local citations to strengthen performance across search results. Whether your goal is to attract conveyancing clients or build visibility in family law, our approach delivers measurable improvements in rankings, leads, and brand reputation.

Also read Why landing pages are critical for solicitor PPC campaigns and Why clear service pages are essential for solicitor SEO success. Visit our Solicitors Hub for further resources.