The value of your Google Business Profile (GBP), formerly Google My Business (GMB), cannot be overstated. This is your first impression, so you want to make sure that you know how to optimize your profile so that you can impress potential clients and break into the all-important Google Maps 3-pack – this is where 70-80% of clicks go, so if you do not appear here, you are losing out to your competitors. GBP domination is tough when every firm in your area is fighting for position, which is why you need to know the upgrades to make in 2026 that will help you leapfrog your competitors, generate more calls, and win more cases.
Here are the main upgrades you need to make in the new year:
Post Weekly
First, you should make it a resolution to post weekly. Most law firms set up their profile and then leave it, but this approach is no longer effective. Google likes profiles that are regularly updated, so you should view it as a live platform to prevent your profile from becoming stale.
You do not need to post huge blog posts every week – even just a few sentences that answer common questions or an update from the law firm will show you are active and relevant. Additionally, make sure that your key information, such as opening hours and contact details, is always accurate. When you are active on your profile, Google will reward you with a stronger ranking.
Get More Reviews
Reviews are worth their weight in gold in any service profession, particularly the legal space, where 80% of clients read reviews before calling. This will be one of the first things that potential clients check when deciding between law firms, as they will want social proof and an idea of what to expect when they use your services. In addition to this, reviews are one of the strongest ranking signals in local search. This means that reviews affect your placement in the map pack and, in turn, the number of cases you sign.
You do not need hundreds of 5-star reviews (although this would certainly help!), but you do need to create a stream of reviews that will help you build a strong reputation. Here are a few tips for getting more reviews:
- Ask for reviews after positive case milestones
- Send direct links to make it easy for clients
- Respond to every review
- Ask for reviews consistently instead of once a year
Be Detailed With Services
When filling out your profile, you will be asked to list the services that you provide. In 2026, it is worth being as specific as possible here. Law firms are often too broad here and will choose options such as:
- Personal injury
- Family Law
- Workplace injury
- Criminal defense
This is not what people are searching for when they need a law firm, so you should be more detailed and specific to improve your chances of appearing in these targeted searches. A few examples of services you can add include:
- Car accident claims
- Child custody claims
- Dog bite claims
- Divorce lawyer
- DUI lawyer
Create Useful Content
Creating a steady stream of content is a great way to be active, showcase your expertise, and engage your target audience. The key is to understand the kind of content your target audience wants to see and then create posts that are high-quality, useful, and engaging (not basic, AI-generated content!).
Useful content can build trust, position your law firm as a voice of calm, and encourage clients to pick up the phone during stressful moments in their lives. A few ideas for content that you can use as inspiration for your content strategy in the new year include:
- Steps to take after a car accident
- What to do after a DUI arrest in (your state)
- How long injury claims take to resolve
- How much compensation could you be entitled to
- What happens during a free consultation
Humanize Your Firm
It is important to recognize that contacting a law firm can be daunting, particularly when it is often during a moment of high stress and emotion. Whilst you certainly want to maintain an air of professionalism, humanizing your firm on your GBP can also be an effective way to put people at ease, build trust, and encourage people to pick up the phone.
There are a few simple yet effective ways to humanize your brand on GBP, such as:
- Adding individual headshots and bios of all staff members
- Listing certifications
- Showcasing awards
- Demonstrating community involvement
- Showing office culture moments
- Adding interviews with key figures
- Adding client testimonials
By making these upgrades, people will feel at ease getting in touch with your firm and get a sense for the people and culture before they have even spoken to anyone.
Track Insights
Finally, you need to get into the habit of tracking your insights. Many firms “set and forget” their GBP, but it can actually generate a lot of useful information that can help you fine-tune and optimize. The Google Insights panel can provide useful information such as searches, actions, photo views, and call activity. In 2026, be sure to look for:
- Call metrics (gone up or gone down?)
- Keywords that are triggering views
- How many visitors you have to your website
- Which photos get the most attention
In 2026, your GBP is how you make a first impression and will have a significant impact on the number of cases you sign. Therefore, you need to pay close attention to key metrics and make targeted improvements to make your GBP more effective and to boost your visibility online.
By focusing on these key upgrades in the new year, you can improve your visibility online, leapfrog the competition, and start capturing more calls. At Strike First Digital, we are experts in GBP optimization and can help you dominate online. Get in touch today for a free consultation, and we will show you how we will make 2026 your best year yet.
