Let me guess – you’ve got a law practice in the Denver metro area, and you’re wondering why your phone isn’t ringing as much as it should be. You’ve probably heard about Google Business Profile (what used to be called Google My Business), but maybe you’re not sure if you’re doing it right or if it’s even worth the effort.
Here’s the thing: if you’re not actively managing your Google Business Profile in 2025, you’re basically invisible to potential clients who need your help. And in a competitive market like Denver, that’s not a position you want to be in.
I’ve been working with businesses across Colorado on their local SEO strategies, and I can tell you that law firms who nail their Google Business Profile management consistently outperform their competitors. It’s not rocket science, but there are definitely some tricks to making it work for you.
Why Your Google Business Profile Actually Matters
Think about how you search for things these days. When someone in Lakewood needs a divorce attorney or a personal injury lawyer in Aurora, they’re not flipping through the Yellow Pages. They’re pulling out their phone and typing “personal injury lawyer near me” into Google.
Here’s a stat that’ll blow your mind: 30% of all mobile searches are location-based. That means nearly one in three people searching on their phones are looking for something in their area. For law firms, this is huge because legal services are inherently local – people want lawyers who understand Colorado law and can meet with them face-to-face.
Your Google Business Profile is what shows up in those local search results. It’s that box on the right side of the screen (or at the top on mobile) that shows your address, phone number, hours, and reviews. More importantly, it’s often the first impression potential clients get of your firm.
What’s Changing in 2025
Google keeps tweaking how Business Profiles work, and some of the changes for 2025 are pretty significant. Let me break down what you need to know:
Visual Content is King
Google is putting way more emphasis on photos and videos in 2025. I’m talking about high-quality, professional images of your office, your team, and even client testimonials (with permission, obviously). The days of using stock photos of gavels and law books are over – people want to see real faces and real spaces.
Short videos work incredibly well now. Maybe it’s a 30-second clip of you explaining what to do after a car accident, or a quick tour of your office. These videos help potential clients get a feel for who you are before they even call.
New Ways to Connect
Google added some cool features that law firms should be using. You can now integrate WhatsApp directly into your profile, which gives clients another way to reach you. There’s also a story format for displaying reviews and photos – think Instagram stories but for your business profile.
You can also link your social media profiles directly to your Google Business Profile now. This creates a more complete picture of your firm and gives people multiple ways to learn about your services.
AI is Getting Smarter
Google’s AI is getting better at understanding what people are really looking for when they search. This means your profile needs to be more specific about what you do. Instead of just saying “law firm,” you want to be clear about your specialties: “Denver personal injury attorney specializing in car accidents and workplace injuries.”
Setting Up Your Profile the Right Way
If you haven’t optimized your Google Business Profile yet, or if it’s been a while since you’ve looked at it, here’s what you need to do:
Claim and Verify Your Listing
First things first – make sure you actually own your listing. Go to Google Business Profile and search for your firm. If it’s already there (and it probably is), claim it. If not, create it from scratch.
Google will need to verify that you’re actually the owner. They’ll usually send a postcard to your business address with a verification code. Yes, it’s old school, but it’s how they prevent fake listings.
Fill Out Every Single Field
I can’t stress this enough – complete profiles perform better. Google likes businesses that provide all the details. Here’s what you absolutely must include:
- Your exact business name (make sure it matches what’s on your website and other listings)
- Complete address with suite numbers if applicable
- Phone number (use a local Denver metro number if possible)
- Website URL
- Business hours, including any special holiday hours
- Business categories (be specific – “Personal Injury Attorney” is better than just “Attorney”)
Make Your Business Description Shine
You get 750 characters to tell people what makes your firm special. Don’t waste this space on generic lawyer-speak. Instead, focus on what you actually do for clients and what makes you different.
For example: “Denver personal injury law firm helping accident victims get the compensation they deserve. We handle everything from car accidents to slip-and-fall cases, and we don’t get paid unless you win. Free consultations available.”
The Photo and Video Strategy That Actually Works
Here’s where most law firms drop the ball. They either have no photos, terrible photos, or photos that don’t tell their story effectively.
What Photos You Need
Your Google Business Profile should include:
- Professional headshots of all attorneys and key staff
- High-quality photos of your office exterior and interior
- Conference rooms where you meet with clients
- Your team in action (but respect client confidentiality)
- Any awards or recognition you’ve received
Avoid stock photos at all costs. People can spot them from a mile away, and they make your firm look generic. Invest in a professional photographer – it’s worth every penny.
Videos That Really Connect
Videos don’t have to be Hollywood productions. Some of the most effective videos I’ve seen are simple, authentic clips where the attorney talks directly to the camera about a common legal question.
Try creating short videos about:
- What to do immediately after a car accident
- How to choose the right attorney
- A brief tour of your office
- Explaining a recent case result (without violating confidentiality)
Managing Reviews Like a Pro
Reviews are probably the most important part of your Google Business Profile, and they’re definitely the most nerve-wracking for law firms. Here’s how to handle them without losing sleep:
Getting More Reviews
The best time to ask for a review is right after you’ve delivered great results for a client. Don’t wait six months – ask when they’re still excited about the outcome.
Make it easy for them. Send a follow-up email with a direct link to your Google review page. You can find this link in your Google Business Profile dashboard.
Responding to Reviews
Respond to every review, good or bad. For positive reviews, keep it simple: “Thank you, [Client Name]. It was our pleasure to help you with your case.”
For negative reviews, stay professional and offer to discuss the matter privately. Never argue or get defensive in public. Something like: “We’re sorry to hear about your experience. Please contact our office directly so we can address your concerns.”
The Denver Metro Advantage
Being in the Denver metro area actually gives you some unique opportunities. The region is growing fast, which means new residents who don’t have established relationships with local attorneys. These are prime potential clients who are likely to search online for legal services.
Make sure your Google Business Profile mentions specific neighborhoods you serve. Instead of just saying “Denver,” be specific: “Serving Denver, Aurora, Lakewood, Thornton, and surrounding communities.” This helps you show up in more local searches.
Local Content Ideas
Use Google Posts (the feature that lets you share updates directly on your profile) to share content that’s relevant to Denver area residents:
- Changes in Colorado law that affect your practice area
- Safety tips for driving on I-25 during rush hour
- Information about local court procedures
- Community involvement or sponsorships
Common Mistakes That Kill Your Rankings
I’ve seen law firms make the same mistakes over and over. Here are the big ones to avoid:
Keyword Stuffing Your Business Name
Don’t try to game the system by adding keywords to your business name. “Smith & Associates Denver Personal Injury Car Accident Lawyers” looks spammy and violates Google’s guidelines. Stick with your actual business name.
Ignoring Your Profile for Months
Google favors active profiles. If you set up your profile and then forget about it, you’ll gradually lose visibility. Post updates regularly, add new photos, and keep your information current.
Not Monitoring Your Profile
Set up Google Alerts for your business name and check your profile regularly. Sometimes people leave reviews or ask questions, and you need to respond quickly.
Measuring Success
Your Google Business Profile comes with built-in analytics that show you how it’s performing. Pay attention to:
- How many people viewed your profile
- What searches led people to your profile
- How many people clicked to call or visit your website
- Which photos get the most views
If you’re not seeing the results you want, it might be time to get some help. At Casey’s SEO, we work with businesses across Colorado to build local search strategies that help them show up big in both regular search results and on Google Maps. We understand the unique challenges that Denver metro area law firms face, and we know how to make Google Business Profiles really work for legal practices.
Regulatory Considerations for Law Firms
Before you go all-in on your Google Business Profile, remember that you’re still bound by legal advertising rules. The Colorado Rules of Professional Conduct apply to your online presence just as much as they do to your traditional advertising.
Make sure any client testimonials or case results you share comply with Rule 7.1 regarding communications concerning a lawyer’s services. You can’t make misleading statements about your qualifications or the results you’ve achieved.
Also, be careful about client confidentiality when posting photos or videos. Even if a client has given you permission to share their story, make sure you’re not revealing any privileged information.
Getting Help When You Need It
Look, I get it – you became a lawyer to practice law, not to become a digital marketing expert. If managing your Google Business Profile feels overwhelming, or if you’re not seeing the results you want, it’s okay to get help.
The key is finding someone who understands both the technical side of local SEO and the unique requirements that law firms face. You need someone who gets that legal services are different from retail businesses or restaurants.
If you’re in the Colorado Springs area or anywhere else in Colorado, you can find us at 8110 Portsmouth Ct, Colorado Springs. We specialize in Google Maps optimization and can help you build a local search presence that actually brings in new clients.
Your Next Steps
Don’t let your Google Business Profile sit there gathering digital dust. Here’s what you should do this week:
- Log into your Google Business Profile and update any outdated information
- Add at least five new, high-quality photos
- Write or update your business description
- Create your first Google Post with helpful legal information
- Set up a system for asking satisfied clients to leave reviews
Your future clients are out there searching for legal help right now. Make sure they can find you when they need you most. A well-optimized Google Business Profile isn’t just a nice-to-have anymore – it’s essential for any law firm that wants to thrive in the Denver metro area.
If you want to talk about how to take your local search presence to the next level, give us a call at 719-639-8238 or shoot me an email at casey@caseysseo.com. I’d be happy to take a look at your current setup and give you some specific recommendations for your practice.
