What Are Attributes on Google Business Profile (and Why Your Law Firm Needs To Manage Them)

Many law firms are aware by now that Google Business Profile is the top free way for law firms to rank on page 1 of Google. For law firms, Google Business Profile is a massive benefit because, if optimized correctly, potential clients looking for a law firm near me will find your law firm at the top of local searches and the top of the Map Pack. If you need to learn how GBP can benefit your law firm, this article will be helpful and further explain why maintaining and managing your profile, including updating your attributes on your law firm's Google Business Profile, is essential to increasing your rank on local search but can also help you get more leads and potential clients. 

Here are the most recent Google Business statistics for law firms. Did you know that

• 93% of clients use reviews as the first step in choosing a law firm. 

• 91% of clients trust online reviews as much as personal recommendations. Online reviews are the new "word of mouth."

• 87% of clients will only consider a law firm with high online ratings. 

Does your law firm have a well-optimized and managed Google Business Profile?

It's essential for your law firm that you have not only claimed your Google Business Profile but it is optimized and someone is managing it. This means someone in your office asks for and responds to all reviews. That someone is also weekly posting relevant content, adding high-quality photos and making sure your attributes are correct and up-to-date. Yes, attributes are essential for your law firm, and Google has been focusing on adding more attributes so your potential clients can find a firm that fits their exact needs.  

If you need help setting up your Google Business Profile, we have a free resource guide that can help you.

Need help with managing your profile? Contact us for a free 30-minute consultation.

How Google Attributes Benefit Your Law Firm

Google Business Profile attributes help potential clients narrow their discovery search for a local law firm. Google Business Profile attributes allow law firms to highlight features, including specific services, amenities and other qualities about their firms that can set your law firm apart from your competitors. Once you've added business attributes to your Google Business Profile, they are eligible to show in Google Search, which can improve your visibility - leading to more leads and clients and building your online presence and authority.

Here are some key reasons why you should be updating your attributes on your Google Business Profile:

• Improve your local search ranking. 
  Google uses attributes to help determine which businesses are most relevant to a particular search query. So, the more accurate and up-to-date your attributes are, the more likely you appear in search results.

• Attract new clients. 
  When clients are looking for a law firm, they often filter their results by attributes. You could miss out on potential customers if you don't have the right attributes listed.

• Provide a better customer experience. 
  Attributes can help clients learn more about your business before they visit. For example, if they know you offer free parking or have wheelchair-accessible facilities, they will likely choose your business over a competitor.

• Improve your online reputation. 
  A complete and accurate Google Business Profile shows that your business is professional and trustworthy. A trustworthy profile can lead to more positive reviews and repeat business.

Here are some specific examples of attributes that a law firm should update on their Google Business Profile:

• Areas of practice: What areas of law does your law firm specialize in?

• Services offered: What specific services does your law firm offer, such as free consultations, bilingual staff or after-hours appointments?

• Payment options: What payment options does your law firm accept?

• Accessibility: Is your law firm wheelchair accessible? Do you have off-street parking?

• Hours of operation: When are your law firm's office hours? Are you available for appointments on weekends or evenings?

In addition to these common attributes, you can also list other attributes that are specific to your law firm, such as:

• Awards and recognition: Have you or your law firm received any awards or recognition? If so, you can list them in this attribute.

• Languages spoken: Do you and your staff speak multiple languages? If so, you can list them in this attribute.

• Bar admissions: Are you admitted to practice law in multiple states? If so, you can list them in this attribute.

• Education and experience: Do you have any specialized education or experience? If so, you can list them in this attribute

The bottom line is updating your law firm's attributes on your Google Business Profile is a simple way to improve your local search ranking, attract new customers, provide a better customer experience, and improve your online reputation.

How often should you update your attributes?

Reviewing your attributes regularly and updating them as needed is a good idea. In the last few months, Google added many new attributes, so it's always best to review your attributes weekly and ensure you have answered yes or no to each attribute. Also, if you add a new product or service, update your attributes to reflect that. You should also update your attributes if there are any changes to your business information, such as your hours of operation or address.

How to update your attributes on your Google Business Profile

To update your attributes on your Google Business Profile, a manager of your law firm Google Business Profile can update or complete your attributes.

1. Search your law firm on Google

2. You will see a section at the top of SERP saying Your business on Google. This is how you can manage your GBP

3. Click on Edit profile

4. Scroll to More

5. Here, you can click on each attribute section and answer each section with a Yes or No

6. Make sure you Save each section

Why updating your attributes is vital for your law firm's Google Business Profile. 

Google Business Profile attributes are essential because they help businesses rank better in Google Search and Maps results compared to competitors and improve their online brand reputation. They tell clients what amenities a law firm offers, including hour options, bathrooms, online appointments, language, accessibility attributes, etc. There are several attributes to choose from, depending on your primary category. Overall, it's crucial that you fully optimize your Google Business Profile listings and add as many relevant attributes as possible to get you ranking high and getting customers to visit your law firm.

At SEO My Law Firm, our content writing and marketing services will help your law firm maximize its reach and engagement with your target audience. Our team of experienced content writers create organic social media strategies, so you can be sure your firm's message reaches the right people. Contact us today for a free 30 minute consultation to learn more about how our law firm content writing services can help you reach your ideal client - and get more leads.