Since most people (97%) search online before making a purchase, it’s logical that anyone seeking an attorney will head to Google first.

The most important thing you can do to be found in a “local search” is to claim your Google Places page and verify that the basic information is accurate. I wrote an article about Google Places that explains how in more detail.

The second most important thing to attract local searchers is to gather testimonials and ratings for your business. Client reviews are critical for local attorneys to gain visibility on search engines and social directories like Yelp that people turn to for referrals. Reviews and ratings offer two benefits: differentiating your firm from the competition and improving your rankings on the search engine results pages.

Encourage your current clients to write testimonials. Once you have obtained their reviews, submit them to relevant websites and feature them in an easy-to-use and easy-to-find section on your site and LinkedIn profile.