So, you’ve just launched a shiny new law firm, and you’re eager to start attracting clients. The legal world is a tough battlefield, especially when it comes to online visibility. But with the right strategies, you can turn Google My Business (GMB) and legal directories into your best marketing weapons. Let’s dive into the tips that’ll get your new law firm seen, clicked on, and called.
GMB: Your Secret Weapon for Local SEO
We’ve all heard it: “Google My Business is essential for local SEO.” But for law firms, it’s not just essential—it’s the equalizer. You don’t need a huge marketing budget to rank in GMB’s local 3-pack, but you do need to play smart.
1. Add Tracking to Your URL
Most marketers set up a GMB profile and call it a day. But that’s just scratching the surface. You need to track how many people visit your website from GMB—and no, Google Analytics won’t handle this on its own. Adding UTM tracking to your URL is key.
It’s simple: just add ?utm_source=google&utm_medium=gmb to your website link in GMB. This lets you monitor traffic and conversions from your GMB listing in Google Analytics. Trust me, it’s worth the 10 seconds it takes to set up.
2. Use a Unique Call Tracking Number
Calls are gold for law firms, but GMB Insights won’t tell you the full story. Why? Because GMB only tracks calls made via the click-to-call feature. What about the client who types in your number after viewing your listing? Yep, those calls vanish from your data.
That’s why using a unique call tracking number for GMB is critical. It shows you the real number of clients reaching out because of your GMB listing—and that’s something you want to brag about when you send reports to your client.
3. Choose Your GMB Categories Wisely
In the legal industry, categories in GMB are a big deal. Choosing specific categories for your law firm will give you an edge. For instance, if your client specializes in criminal defense, make “Criminal Justice Attorney” the primary category, not just a generic “Law Firm.”
And here’s a pro tip: go niche with secondary categories. Add “Trial Attorney” or “Personal Injury Lawyer” to cover more searches. When it comes to GMB, details matter, and this small step can help outrank competitors.
4. Fight Competitor Spam
Competitors might stuff their GMB listings with spammy keywords (like “Best Car Accident Lawyer Orlando”) to rank higher. Guess what? That’s a violation of Google’s guidelines. Report those listings, and you can win an easy victory for your client. It’s not just about playing smart; sometimes, it’s about playing clean.
Legal Directories: Backlinks and Beyond
When it comes to legal directories, not all are created equal. Some bring in clients; others are just glorified ad spaces. You need to be picky.
Top Directories for Law Firms:
Avvo.com: A client favorite. The more detailed your profile, the better.
FindLaw.com: Great for visibility and backlinks.
Martindale.com: A classic, but still worth listing on.
Justia.com: Another must-have, especially for niche practices.
Lawyers.com: Solid for general exposure.
The trick here is to go for quality, not quantity. Pick the directories that your ideal clients actually use—no one wants to waste time on obscure sites that nobody visits.
Conclusion
When it comes to marketing a new law firm, GMB and legal directories are your frontlines. Nail your GMB setup with tracking, optimized categories, and a unique phone number. Then, choose the right directories to boost your visibility.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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