In the competitive world of law, attorneys are always looking for new and innovative ways to attract clients. While traditional marketing methods like advertising and networking are still important, there’s a new tool that can give you a serious advantage: your Google Business Profile (GBP).
Your GBP is a free listing that appears when people search for your law firm on Google Maps or Google Search. It’s like your digital storefront, and it’s packed with information that can help you attract new clients.
Why is Your GBP so Important for Referrals?
One of the most important things you can do to build a successful referral business is to make it easy for your current clients to recommend you to their friends, family, and colleagues. Your GBP can make this process a breeze.
When a satisfied client is considering recommending you, they’re likely to Google your law firm to find more information. If they see that you have a comprehensive and well-maintained GBP, it will give them the confidence they need to refer you.
Here are some specific ways your GBP can help you generate referrals:
- Showcasing your Expertise: Share your practice areas, areas of specialization, and any relevant certifications or awards. This will demonstrate your expertise to potential clients and make them more likely to trust your recommendations.
- Highlighting Your Successes: Share case studies and testimonials from satisfied clients. This will give potential clients a glimpse into your work and help them see the value you can provide.
- Providing Clear Directions and Contact Information: Make it easy for potential clients to find your law firm and get in touch with you. Include your address, phone number, website, and business hours.
Optimizing Your GBP for Referrals
To get the most out of your GBP for referrals, there are a few things you need to do:
- Claim and verify your listing. This will give you more control over your listing and make it more likely to appear in search results.
- Complete all of the required fields. Make sure you’ve included your business name, address, phone number, website, hours of operation, and a description of your services.
- Complete all three categories.
- If your building has a name, use that as well.
- Add high-quality photos. People are more likely to trust a business with professional photos. Take photos of your office, your team, and your clients.
- Respond to reviews promptly and professionally. Reviews are a great way to build trust with potential clients. Respond to all reviews, even the negative ones, in a helpful and professional manner.
Using Your GBP for Active Referral Seeking
You can also use your GBP to actively seek referrals from your current clients. Here are a few ideas:
- Include a referral program on your website. Offer incentives to your clients for referring new business to you.
- Create a referral card. Give your clients referral cards to keep in their wallets or purses. The card should include your contact information and a call to action to refer a friend.
- Host referral events. Invite your clients to events where they can network with other potential clients.
- Send out referral emails. Send out regular emails to your clients reminding them about your referral program and asking them to spread the word about your law firm.
- Cross-Promote on Social Media: Share your GBP listing and testimonials on your social media channels to increase visibility and encourage referrals.
- Utilize Google My Business Insights: Gain valuable insights into your GBP’s performance, such as the demographics of your potential clients and the sources of website traffic. Use these insights to tailor your marketing strategies.
The Bottom Line
Your GBP is a powerful tool that can help you attract new clients, build relationships, and generate referrals. By taking the time to optimize your GBP and actively seek referrals, you can put your law firm on the path to success.
Remember to:
- Update your GBP regularly with new information.
- Monitor your GBP for any negative reviews and address them promptly.
- Use your GBP to engage with your community.
By following these tips, you can make your GBP a valuable asset for your law firm and help it reach its full potential.
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Marilyn Jenkins, Founder of Law Marketing Zone/MJ Media Group, LLC