If your criminal defense firm isn’t getting calls from your Google Business Profile (GBP), you’re leaving money on the table. Google’s local map pack consistently delivers high-intent leads for criminal defense attorneys. When people are in trouble, they grab their phone, type “criminal defense lawyer near me,” and often make their decision based on who shows up in the top three map listings. If your firm isn’t fully optimizing GBP to influence that decision, your competitors are taking those leads. The right Google Business Profile strategy combines content, consistency, and credibility—and it can generate real results for your law firm.
The first step is making sure your GBP is fully filled out and strategically written. Google rewards profiles that are complete and accurate. Make sure your business name matches your real-world branding exactly, without keyword stuffing. Your primary category should be “Criminal Justice Attorney” or “Criminal Defense Lawyer.” Then use every applicable secondary category such as “DUI Attorney,” “Legal Services,“ or “Trial Attorney“ to increase your visibility for related searches.
In the business description, use plain language that naturally includes geographic and service-based keywords. Instead of vague marketing fluff, write something like, “[Firm Name] defends clients in Cook County, DuPage County, and throughout Chicago in DUI, drug possession, domestic violence, and other serious charges.“ This is where local SEO meets conversion copywriting.
Your services section should include every charge type you handle, including niche categories like “Weapons Charges Defense,” “Juvenile Crimes,“ or “Federal Criminal Cases.“ Write out full descriptions of each service using keywords a potential client would actually type into Google. These entries are indexable and can boost your relevance in map searches.
Use the Q&A section to your advantage. Instead of waiting for random users to ask questions, log into your Google account and seed this section with common client concerns: “Can I be arrested without evidence?“ or “Do I need a lawyer for a first-time DUI?“ Then, post well-written answers with subtle keyword references. This builds trust and SEO value simultaneously.
Consistency is critical. Make sure your name, address, and phone number (NAP) are identical everywhere they appear online—from your website to local directories. Mismatches confuse Google and lower your ranking.
One of the most underused features of GBP is the post function. Criminal defense attorneys who publish weekly updates are signaling to Google that they’re active, relevant, and engaged with their audience. It also shows potential clients that you’re involved in real cases not just throwing up a static profile and waiting for the phone to ring.
Your posts should not be general advice like “Know Your Rights.“ Instead, focus on localized, specific case-related content. For example: “This week, we helped a client in Waukegan get their felony drug charges reduced to a misdemeanor after filing a suppression motion.“ You don’t need to include names—just outcomes and geographic references that show your footprint in local courts.
Use each post to reinforce key legal terms and cities you serve. End every post with a call-to-action such as: “If you were charged in Lake County, call us for a free consultation.“ These posts stay live for seven days, so create a content calendar with at least four entries per month. Google indexes these posts and uses them to gauge your authority and relevance in local search.
Include images whenever possible—photos of your office, courthouse steps, or anonymized documents. Avoid stock images. Real photos increase engagement and trust. If you include video snippets, it’s even better. A 30-second clip explaining what happens at an arraignment hearing can set you apart from other attorneys.
Over time, regular posting strengthens your presence in the map pack, increases your profile’s keyword footprint, and helps establish your firm as the go-to defense attorney in your area.
Getting reviews is important, but getting the right kind of reviews is what really moves the needle for criminal defense law firms. A review that says, “Great lawyer!“ is nice. A review that says, “They helped me beat a DUI charge in Schaumburg,“ is gold.
Train your intake team or follow up with past clients using a personalized email or text message that encourages detailed reviews. You can legally and ethically ask clients to mention the type of case and the city or county where it occurred. Don’t offer incentives. Instead, frame it as a way to help others in similar situations.
For example: “If you feel comfortable sharing, please mention the type of charge and where the case was handled—it helps others who are in the same situation know we can help.”
Respond to every review with genuine replies that restate what you helped with. If a client writes about a successful drug case, your reply could be: “We’re proud to have helped you fight those possession charges in Cook County and grateful for your trust.”
These reviews increase your local authority and keyword relevance. Google reads them, indexes them, and uses them to match future search queries. A well-optimized review profile is one of the most powerful trust-building tools in your SEO toolkit.
A mid-sized criminal defense firm in Florida came to us after plateauing in Google local results. They had a decent website and decent reviews but weren’t showing up in the map pack for key terms like “Tampa criminal defense attorney.“
We started with a full GBP overhaul: rewriting their business description, updating categories, and expanding their services section with keyword-specific entries like “Battery Defense in Hillsborough County“ and “Violent Crimes Representation.”
Then we created a GBP content calendar and published weekly posts that mentioned local court appearances, motions filed, and results obtained. We added real office photos and video clips of the attorneys breaking down what happens in different types of hearings.
We also worked with their intake team to follow up on every case and ask for targeted reviews. Within 90 days, their Google profile had 40+ reviews that mentioned charges, cities, and successful outcomes.
Within four months, they moved into the top three map results for over a dozen high-intent search terms. Calls increased 67% quarter over quarter, and their cost-per-lead dropped significantly compared to paid ads.
The key wasn’t doing one big thing. It was doing several small things—the right way every week.
It’s one of the most important digital tools for local lead generation. The map pack appears above organic results and gets more than 40% of clicks for local service searches like “criminal lawyer near me.”
Focus on localized content such as recent case results, court appearances, or legal updates in the area you serve. Always include location references and legal terms your clients are searching for.
Follow up with past clients and ask them to include the type of charge and the location of the case. Don’t offer incentives—just explain how their words can help others.
No. Keyword stuffing your business name violates Google’s guidelines and can get your profile suspended. Stick to your real business name and use keywords in other fields instead.
At least weekly. Post new updates, respond to reviews, and adjust your services as needed. Activity signals to Google that your firm is current, credible, and competitive.
If you’re not ranking in the local map pack, you’re missing the highest-converting traffic available to criminal defense attorneys. FORWARD Lawyer Marketing helps law firms like yours take full control of their Google Business Profiles with keyword-driven optimization, content posting calendars, and review generation strategies that work.
Contact FORWARD Lawyer Marketing at (888) 590-9687 for a free consultation with our team and start turning your profile into a lead-generating powerhouse. We help criminal defense lawyers dominate their local search results—one city at a time.
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