Module 11

Solicitors & Law Firms

This quick-start guide covers Google Business Profile optimisation for solicitors and law firms. Legal services require trust-building. Your listing needs to project credibility and expertise while making it easy for potential clients to reach you.

Your Setup Priorities

What to do

Focus on these elements first for legal practices.

Step by step

  1. Professional credibility. SRA authorisation, Law Society membership, specialisations. Credentials matter enormously.
  2. Areas of law clarity. People search for "divorce solicitor" not just "solicitor". Be clear about your practice areas.
  3. Reviews build trust. Clients choosing solicitors rely heavily on reviews and testimonials. Strong reviews are competitive advantage.
  4. Contact accessibility. How do potential clients get in touch? Initial consultation process clear?
  5. Professional appearance. Photos, description, everything should project competence and trustworthiness.

Recommended Categories

What to do

Choose categories that match your practice areas.

Step by step

  1. General practice — Primary: Solicitor or Law Firm
  2. Specialist categories: Divorce Lawyer, Criminal Justice Attorney, Personal Injury Attorney, Real Estate Attorney (Conveyancing), Employment Attorney, Immigration Attorney.
  3. Note: Google uses US terminology. "Attorney" and "Lawyer" categories may appear even in UK. Use what's available.
  4. Choose based on your main work. If 70% of your work is family law, lead with that rather than generic "Solicitor".
  5. Add secondary categories. If you do conveyancing and wills, add both relevant categories.

Services to List

What to do

List your practice areas and services clearly.

Step by step

  1. Family law: Divorce & separation, Child arrangements, Financial settlements, Prenuptial agreements, Cohabitation agreements, Domestic abuse support.
  2. Conveyancing: Residential conveyancing, Commercial property, Buy-to-let purchases, Remortgages, Transfer of equity, New build purchases.
  3. Wills & probate: Will writing, Lasting Powers of Attorney, Probate administration, Estate planning, Inheritance tax planning, Trust creation.
  4. Personal injury: Road traffic accidents, Workplace accidents, Medical negligence, Criminal injuries, Slip and trip claims.
  5. Employment law: Unfair dismissal, Discrimination claims, Settlement agreements, Employment tribunals, Redundancy advice.
  6. Other areas: Criminal defence, Commercial law, Immigration, Dispute resolution, Landlord & tenant.
  7. Add funding information: No win no fee, Legal Aid, Fixed fees — where applicable to services.

Photos That Work for Solicitors

What to do

Project professionalism and approachability.

Step by step

  1. Team photos. Professional headshots of your solicitors and key staff. Approachable but professional.
  2. Office exterior. Your building and signage. Helps clients find you.
  3. Reception area. Welcoming, professional space where clients first arrive.
  4. Meeting rooms. Where client consultations happen. Comfortable, confidential-looking spaces.
  5. Office interior. Professional working environment. Shows you're an established practice.
  6. Accreditations and awards. Photos of any awards, Lexcel certificates, or accreditation plaques.
  7. Avoid: Empty desks, messy offices, casual environments that undermine professional image.

What to Include in Your Description

What to do

Key elements for a legal practice description.

Step by step

  1. SRA authorisation. "Authorised and regulated by the Solicitors Regulation Authority" — essential for credibility.
  2. Practice areas. Lead with your main areas of law.
  3. Experience and approach. "Established for over X years" or "Dedicated to accessible legal services."
  4. Client focus. "We guide clients through difficult times with clear, practical advice."
  5. Accreditations. Lexcel, Law Society accreditations, Conveyancing Quality Scheme, etc.
  6. Initial consultation offer. "Free initial consultation" or "Fixed-fee initial advice" if applicable.

Getting Reviews as a Solicitor

What to do

Reviews are crucial but must be gathered appropriately.

Step by step

  1. Ask at matter conclusion. When a case concludes successfully, that's the right moment to request a review.
  2. Make it easy. Send an email with direct link: "Thank you for trusting us with your matter. If you were happy with our service, we'd be grateful for a Google review."
  3. Be professional about it. One polite ask, not persistent follow-ups. Respect client boundaries.
  4. Respond professionally. Thank reviewers professionally. Don't discuss case details in responses.
  5. Negative reviews: Respond calmly and professionally. Never discuss client matters publicly. Invite them to contact you directly.

Q&A to Seed

What to do

Pre-populate these common questions.

Step by step

  1. "Do you offer free initial consultations?" — Your policy on initial advice.
  2. "Do you handle Legal Aid cases?" — Clear answer on legal aid availability.
  3. "What areas of law do you specialise in?" — Summary of practice areas.
  4. "Do you offer fixed fees?" — Pricing structure for common matters.
  5. "Can I meet in person?" — Office appointments vs remote consultations.
  6. "Is there parking at your office?" — Practical local information.
  7. "How quickly can I get an appointment?" — Typical response times.

Priority Citations for Solicitors

What to do

Get listed on these platforms.

Step by step

  1. SRA Website — Solicitors Regulation Authority. Verify your record is accurate.
  2. Law Society Find a Solicitor — Essential directory for solicitors.
  3. Local Law Society — Your regional law society directory.
  4. Chambers and Partners — If appropriate for your firm level.
  5. Legal 500 — Prestigious legal directory.
  6. Reviews.co.uk — Legal services reviews platform.
  7. Yell, Thomson Local — General directories.
  8. Specialist directories — Resolution (family law), APIL (personal injury), etc.

Solicitor GBP checklist: