Why Estate Planning Attorneys Should Have a Google Business Profile

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If you’re a service based business, such as an estate planning attorney with a law firm, then you need to have a Google Business Profile. Without one, you’re leaving money on the table. 

Most people tend to search for services in their area, and more often than not, the Google Business Profile of reputable companies tends to appear high up on the search results. 

You may have used this feature yourself – remember the last time you wanted to book a hair appointment in a specific location, and you searched for “hair salon near me” or “hair salon in [state]”?

The same applies for Estate planning legal services. Your prospective clients might wake up one day wanting to know where they can go to get their wills and trusts in order. 

A Google Business Profile (GBP) displays key business information right in Google search results and Google Maps. When someone searches for an estate planning attorney in their area, a GBP ensures your firm shows up at the top, attracting clients who need your estate planning services nearby. Here are five solid reasons why estate planning attorneys in particular benefit from a well-managed GBP:

  1. Local Search Visibility with Google Business Profile For Estate Planning Attorneys


Most people use Google to find local services, and they tend to look for options near their location. For estate planning attorneys, being visible in local search results is one of the most reliable ways to bring in nearby clients. Your GBP can make it easy for people to see your location, contact information, and hours, all in one place.

  1. Building Credibility with Reviews with Google Business Profile For Estate Planning Attorneys


Reviews give potential clients an idea of what to expect. Positive, genuine feedback from clients can set your firm apart from competitors. It shows prospective clients that others have trusted your firm and appreciated the service they received. For estate planning, a field that relies on personal connection and trust, reviews can make a meaningful difference.

  1. Accessible Information given to your Estate Planning Prospective Clients


GBP gives users quick access to key details, like location, phone number, and website. Clear, accurate, and easily accessible information reassures clients and shows them you are available to help. People are more likely to reach out when information is presented clearly.

  1. Tracking Estate Planning Client Engagement


Google Business Profile includes data on how clients interact with your listing. You can see how many people viewed your profile, clicked on your website, or called directly. This data helps you understand what’s working and where clients are most engaged.

  1. Mobile-Friendly and Easy to Use


Many people search from their phones. GBP is designed to work very well on mobile devices, allowing clients to call you directly with a single tap, get directions, or click through to your website.

How to Create Your Google Business Profile as an Estate Planning Law Firm: Step-by-Step Guide

Creating a Google Business Profile (GBP) helps estate planning law firms increase their local visibility, making it easier for clients to find and connect with them. An optimized GBP can attract local clients, showcase client feedback, and provide a snapshot of your practice’s expertise. Here’s a detailed guide to setting up your GBP and tailoring it to meet the needs of your estate planning firm.

Step 1: Sign in to Google Business Profile

  1. Go to Google Business Profile.
  2. Sign in with a Google account you’ll use for business management. If possible, use a designated business email associated with your law firm.
  3. Once signed in, click on “Manage Now” to start your profile setup.

Tip: If you already have a Google account for your firm’s marketing or analytics, consider using that account for easy integration with other tools.

Step 2: Enter Your Law Firm’s Name

  1. Type in the name of your law firm as you want it to appear on Google.
    • Be precise; avoid adding keywords or unnecessary details to your name, as this could violate Google’s guidelines.
  2. If Google suggests an existing listing that looks similar, check it carefully.
    • If it matches, select it to avoid creating duplicate listings.
    • If not, continue to create a new listing to establish your unique profile.

Example: For “Smith & Associates Estate Planning,” use the exact name rather than “Best Estate Planning Attorneys – Smith & Associates,” as the latter could be flagged.

Step 3: Select the Right Business Category

  1. Choose Estate Planning Attorney as your primary category. This category is essential for accurately positioning your firm in local search results.
    • Adding “Estate Planning Attorney” helps Google connect your business to relevant searches, such as “estate planning lawyer near me” or “local estate attorney.”
  2. Add secondary categories if applicable, such as “Elder Law Attorney” or “Probate Lawyer,” depending on the additional services you offer. However, avoid too many categories, as this can dilute your primary focus.

Tip: Select only relevant categories. An accurate category setup not only helps with visibility but also attracts clients specifically looking for estate planning services.

Step 4: Add Your Business Location

  1. Enter your full business address to ensure clients know where to find you.
    • If you have a physical office, include the suite or floor number to make it easy for clients to locate you.
  2. Google will ask if you also serve clients outside this specific location. If you provide services remotely or in multiple areas, list those locations to increase your visibility.
    • For example, you might serve clients across several nearby towns or counties. By selecting these areas, you can reach potential clients searching from those locations.

Example: If your office is in Miami, FL, but you work with clients in Fort Lauderdale and West Palm Beach, add those areas for a broader reach.

Step 5: Provide Accurate Contact Information

  1. Enter your primary business phone number, ideally one that’s local to enhance trust.
    • Use a professional phone number rather than a personal number to keep communications consistent.
  2. Add your law firm’s website URL. This link directs potential clients to more information about your services and credentials.
  3. If possible, include a business email address associated with your website domain, such as contact@smithestateplanning.com. This looks more professional and strengthens your firm’s credibility.

Tip: Double-check all contact details for accuracy, as any mistakes here could result in lost leads.

Step 6: Verify Your Law Firm’s Profile

  1. To confirm ownership of your listing, Google requires verification. The most common method is a postcard sent to your business address.
    • This postcard generally arrives within five days and contains a code you’ll need to enter to verify your profile.
  2. Alternatively, some businesses qualify for email or phone verification, which is faster. If these options are available to you, choose the one that’s most convenient.
  3. Once verified, you gain full control of your profile, allowing you to add more details and updates.

Tip: Start the verification process as soon as possible, as the postcard can take a few days to arrive. While waiting, you can continue adding information, but it won’t be public until verification is complete.

Step 7: Complete Your Profile with Additional Details

Once verified, take time to add details that make your GBP more appealing and informative.

  1. Business Hours
    • List accurate hours, including any holiday or seasonal adjustments, so clients know when you’re available.
    • Use Google’s special hours feature to note days your firm may be closed, like holidays or firm retreats.
  2. Description
    • Write a concise yet informative description of your firm. Include services like “wills and trusts,” “probate services,” and “asset protection.”
    • Emphasize unique aspects of your practice, such as “serving the community for over 20 years” or “personalized estate planning consultations.”
  3. Example: “Smith & Associates specializes in estate planning services tailored to your family’s unique needs. From creating wills to handling probate, our experienced attorneys are here to guide you through every step.”
  4. Photos
    • Add high-quality images to your profile, including the office interior, building exterior, and your team.
    • Photos personalize your listing, giving potential clients a feel for your office environment.
  5. Services Section
    • Under the services section, list all specific areas of estate planning you cover. For each service, you can add a brief description to help clients understand what they can expect.
  6. Example: Under “Trust Planning,” you might add a note about assisting clients in setting up living trusts to protect their assets.
  7. Questions and Answers (Q&A)
    • Google allows users to post questions on your GBP. Proactively answer common questions to provide useful information right on your profile.
    • Consider adding FAQs directly, such as “What’s the difference between a will and a trust?” to address client inquiries before they reach out.

Tips for Optimizing Your Google Business Profile

An effective GBP needs more than just basic setup. Here are some practical steps to help your GBP work harder for you:

  1. We mentioned it before, but DO Add High-Quality Photos
    Photos help make your profile look inviting and professional. Include images of your office interior, exterior, and possibly photos of your team. Firms with good-quality photos receive more clicks and engagement, as potential clients can get a feel for the practice before they visit.
  2. Write a Clear, Informative Description About Your Estate Planning Law Firm
    Your business description is an opportunity to explain what you do and why you’re the right choice for potential clients. Describe the services you offer, like wills, trusts, and probate law, and mention your experience and approach. Keywords like “estate planning,” “wills,” or “asset protection” can improve your visibility without overloading the text.
  3. Use Google Posts to Educate Prospects
    Google Posts are short updates that appear in your profile. You can use them to share firm news, tips on estate planning, or announce upcoming events. Google Posts can make your profile more dynamic and informative, which attracts potential clients.
  4. List Legal Services Clearly
    GBP allows you to add a list of services with descriptions, so clients know exactly what to expect. Add specific services such as “Living Wills,” “Trust Planning,” or “Elder Law.” Descriptive services help clients see if you offer what they need.
  5. Respond to Questions in the Q&A Section
    GBP has a Q&A section where clients can ask questions. Take time to answer questions clearly and professionally, or even add your own frequently asked questions. This can help build trust and establish you as an approachable, knowledgeable resource.

Case Studies: Estate Planning Firms with Great Google Business Profiles

Examining successful examples helps highlight the best practices. Here are some estate planning firms with GBP pages that are effective in bringing in clients and maintaining a positive online presence.

Wills and Wellness Estate Planning in Denver

Wills and Wellness Estate Planning, a well-known estate planning firm in Denver, has created a GBP profile that consistently attracts clients. Their profile includes clear, professional photos of their team. Their business description emphasizes their local expertise in Denver and highlights services such as “trust planning” and “elder law,” both of which are keyword-focused.

This firm also seems to have an excellent review strategy. After every client appointment, they encourage clients to leave feedback, which has resulted in a steady stream of recent, positive reviews. Each review is responded to personally, thanking clients and showing appreciation for their feedback. This level of interaction builds a sense of community and keeps their GBP profile active and current.

Correa Law – Chicago

Correa Law has tailored its Google Business Profile to attract clients with concise, practical content. They keep their business hours and contact information updated, and their GBP features recent Google Posts offering estate planning tips, such as reminders to review and update documents annually. 

Case Study 3: Yee Law Group, Inc

Yee Law Group has focused on making their profile as informative as possible. Their service list is detailed, outlining each specific area of estate planning they cover. The business description clearly states their specialties in probate and trust law. They’ve included a well-constructed FAQ that addresses common client concerns, making their profile a go-to source for estate planning information in California.

The firm also updates their profile with regular Google Posts, often including information about upcoming workshops and estate planning seminars. These posts highlight their dedication to educating clients and reinforce their presence in the local community. By keeping content fresh, Yee Law Group, Inc. stays relevant to local searchers and establishes itself as a resource on estate planning topics.

Maintaining Your Google Business Profile for Long-Term Success

Once your GBP is live, keeping it accurate and engaging is key. Here are steps to make it work for your practice long-term:

  1. Update Information Regularly
    Ensure that business hours, phone numbers, and other contact details are always current. Clients need accurate information, and outdated hours or contact information can lead to lost trust.
  2. Respond to All Reviews
    Regularly monitor and respond to reviews. Positive reviews should be acknowledged with a thank you, and even negative reviews deserve a polite, professional reply. Showing respect in all interactions reassures potential clients and demonstrates a commitment to service.
  3. Use Google Insights
    Review Google Insights to understand how clients interact with your profile. Check for trends in search terms, the number of clicks to your website, or calls received through the GBP. This data helps you identify which services are attracting the most attention.
  4. Post Updates Regularly
    Weekly or monthly updates keep your profile active. Consider sharing estate planning tips, blog links, or community event updates. Consistent posting shows that your practice is engaged and that you’re committed to keeping clients informed.
  5. Ask for Reviews
    Building a steady flow of reviews can boost your profile’s trustworthiness. After successful interactions, consider asking clients to leave a review. More reviews not only help with visibility but also enhance credibility.

A well-managed Google Business Profile is more than just an online listing; it’s an accessible, informative space where clients can get to know your firm. With consistent upkeep, GBP can become one of the most valuable tools for bringing new clients to your estate planning practice.

Maximizing the Benefits of Your Google Business Profile

A Google Business Profile isn’t just a listing; it’s a dynamic tool that, when optimized, can significantly impact your firm’s visibility and client acquisition. Here are some final strategies for estate planning attorneys to fully leverage their GBP:

  1. Encourage Satisfied Clients to Leave Reviews
    Positive reviews are invaluable in building credibility. After a successful case, ask clients if they would be willing to leave a review. A high rating with detailed feedback on your services will encourage new clients to reach out.
  2. Incorporate Local Keywords in Descriptions
    Using local keywords, like “[City] estate planning attorney” or “[State] probate lawyer,” in your business description and posts can improve search ranking in specific regions. This helps you appear in searches by clients looking for attorneys nearby.
  3. Promote Special Offers or Free Consultations
    If you offer a free initial consultation, consider highlighting it in your GBP profile. Displaying a special offer can incentivize potential clients to reach out, especially those who may be uncertain about starting the estate planning process.
  4. Use GBP for SEO Benefits
    Linking your Google Business Profile to your website and ensuring your site is optimized with similar local keywords can create a synergy that improves your overall SEO. Google tends to favor listings that are connected to high-quality websites, so ensure your website is professional, updated, and aligned with your GBP.

For estate planning attorneys, having a Google Business Profile is a powerful way to increase local visibility, engage potential clients, and build your reputation online. By following the steps to create and optimize your GBP, then maintaining it with regular updates, photos, posts, and client interactions, your profile can become an invaluable tool for growth.

A well-maintained Google Business Profile not only brings in local leads but also helps convey trust, expertise, and accessibility. Taking the time to optimize and care for your GBP is an investment that, over time, can drive client engagement and establish your firm as the local choice for estate planning services.

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