Traditionally, consumer-facing law firms have paid much more attention to online reviews on places like Yelp and Avvo than their B2B counterparts. But even firms that cater to businesses should be thinking about their searchability online. Potential clients may not be looking for directions to your office right now, but they are still using Google to identify lawyers locally. This means that Google’s business directory can be a powerful tool in helping new clients find you instead of a competing firm.

Taking the simple step of filling out a profile for your practice will tie you to the map of nearby firms that pops up when someone who could use your services types in a few keywords. The other good news for attorneys who aren’t in family law, estate planning, personal injury, or similar consumer-focused practice areas is that there is not a ton of competition in these local search rankings.

You don’t have to spend money to get the benefits of this directory. Begin by adding your logo and a description that includes the most relevant terms. The time it takes you to draft a paragraph and fill in a few boxes could net your firm significant amounts in new business. And if you want to go further, a couple of positive reviews could be enough to dramatically increase your visibility in local searches. Don’t miss out on valuable opportunities by not prioritizing these kinds of quick and effective marketing tasks.