Law firms often find themselves battling it out for position on search engine results pages (SERPs). It is easy to see why, as people will naturally turn to search engines like Google when looking for a reputable law firm to represent them. While many focus on organic search results and PPC ads, another type of result is often overlooked – Local Services Ads (LSAs).
LSAs appear above even traditional ads, which means they are noticed first and should be considered prime real estate. LSA can be a huge source of high-intent leads, but you need to know how to manage and optimize LSAs to drive qualified results. This post will reveal LSA secrets that every law firm should know – read on to find out more.
LSAs are Not Set in Stone
Many believe that LSAs are set in stone, meaning you are either in or out. This is not the case, and leaving your profile idle will see you tumble down the results and lose visibility. LSAs require ongoing optimization to improve and maintain your presence online. The Strike First LSA system is built on ongoing optimization, including updates to key ranking factors such as:
- Category selection
- Proximity settings
- Review colicky
- Budget pacing
Reviews are Instrumental
Google Reviews are a powerful weapon for law firms, and this is for many reasons. One of the primary reasons is that Google uses reviews as a major ranking factor, considering elements such as volume, recency, rating, and how many reviews are “active”.
This means that you need to be collecting as many reviews as possible, as well as responding to them and monitoring for fake or unfair reviews. We offer automated review generation in our LSA system, which involves timed email/text reminders, follow-ups, and prompts to leave feedback when satisfaction is at its peak.
GBP is the Foundation
You should never overlook the impact of your Google Business Profile (GBP, formerly Google My Business (GMB) – we believe this is your most important digital asset. Optimizing your GBP is the most effective way to improve your visibility and help you dominate the Google 3-Pack, but it can also impact your LSAs.
By optimizing your GBP, your LSAs will benefit massively. There are many ways to optimize your GBP, such as:
- Making sure all business information is accurate and consistent
- Uploading high-quality images and videos
- Obtaining reviews
- Posting regular updates
- Filling in the Q&A section
- Monitoring performance
For the best results, we offer a GMB Domination service with a full profile buildout, legal-specific review generation, and monthly updates. This is a proven service that can transform your online presence and help you leapfrog the competition.
Spam Calls Drain LSA ROI
LSAs charge per qualified call, which means that spam calls can drain your LSA ROI and eat into your marketing budget. Fortunately, this does not have to be the case when you make use of spam call filtering and dispute management. This involves monitoring calls, filtering junk, and disqualifying bad calls. By eliminating spam calls, you can maximize LSA ROI, get more out of your budget, and ensure you are only picking up the phone for qualified calls.
Budget Pacing is Key
It is easy to imagine that throwing more money at your LSA will yield better results. Google actually penalizes overspending and budget spikes without performance stability, which is why budget pacing is essential – yet often overlooked – when it comes to your LSA strategy.
Budget pacing involves managing spending over time and strategically allowing for fluctuations. This is included in our LSA service and can avoid your listing “burning out” or lowering quality scores (Google’s measure of how relevant and reliable your listing is).
Dominate Google With Our LSA Performance System
LSAs can be an incredibly powerful tool for law firms, yet they are often overlooked or misunderstood. It is likely that many of your competitors neglect LSAs and instead focus on organic search results and PPC ads, which can create a window of opportunity for your firm. The above are a few secrets about LSAs that will help you optimize and leapfrog the competition.
We are confident that our LSA performance system will help you dominate the top of Google, generate direct calls, and convert them into signed retainers. This is a tried and tested system with our clients averaging 8-10 signed cases/month from LSAs – we also had one client sign 52 cases in one month from LSA alone.
Interested? Contact us today for an LSA tune-up call, and we will show you how we can unlock the potential of your LSAs and dominate Google.
