The legal services industry relies on connecting with clients. While some clients will end up working with a one law firm on an ongoing basis (like a small business that seeks out the counsel of an attorney they trust whenever a question arises), most law firms need to attract and cultivate trust with new clients. This is especially true for smaller law firms that may not have the larger marketing budgets or entire marketing teams of more established law firms in their communities. Instead, small- to mid-sized law practices need to find ways of making themselves visible to potential clients in their area so that these individuals or businesses will seek them out when the need arises. While word-of-mouth referrals are still an effective component of a law firm’s marketing efforts, the reality is that a robust and thoughtful digital marketing strategy is critical to any law firm hoping to reach and retain a steady stream of clients. As you take stock of your current content marketing for law firms strategy, you are likely wondering what steps you can take to become more visible to potential clients searching for legal services in your area. Maintaining a user-friendly website and posting regularly on social media are solid ways to keep search engine algorithms like Google aware of your presence, but you may want to see more immediate results.
If your law firm’s current priority is to increase your online presence and visibility, then it may be time to consider marketing your law firm through Google’s Local Services Ads. This relatively recent approach allows small businesses to increase their visibility online, paying only for leads that contact the business through the ad (unlike traditional pay-per-click, or PPC, ads). Let’s take a look at how Local Services Ads work and some of the potential benefits they could bring to your law firm in both the short and long term.
How Local Services Ads Differ From More Traditional PPC for Lawyers Strategies
When a business wants to see a notable increase in client calls, it will usually implement a pay-per-click (PPC) marketing strategy for a set amount of time. Historically, a PPC for law firm strategy means that the business pays Google anytime someone clicks on the ad. In return, Google displays the law firm’s information in a prominent location (typically at the top of the search results pages), making the business much more visible to searchers. In contrast, Google’s Local Services Ads urges small business owners to “Pay for results—not clicks.” Instead of paying Google for every click, the small business will “only pay when potential customers get in touch through your ads on Local Services Ads, so you can focus on real results for your business.” What’s more, Local Services Ads are displayed even higher and more prominently than PPC ads and organic search results, making them all the more visible to searchers looking for legal services in your area.
Local Service Ads and Local SEO For Lawyers
Another potential benefit of launching a Local Service Ads campaign is that this effort is likely to boost your local search engine optimization (SEO) performance as well. Google’s search engine algorithm is increasingly focused on connecting searchers to local and relevant results, which means that Google will prioritize your law firm among the search results for someone in your area if your Google Business Profile is accurate, up-to-date, and complete. The goal is for Google’s search results to connect searchers with local businesses that can provide them with the information or services they need. By investing in a Local Service Ads campaign, your law firm can reach more of the clients you are hoping to serve throughout your local area. It’s helpful to think of Local Service Ads as a way to enhance your website’s visibility—even temporarily—as you build your brand and cultivate trust with the new clients you connect with through this campaign.

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Implementing Local Service Ads Into Your Law Firm Digital Marketing Strategy
So, how can you start using Google’s Local Service Ads as a part of your content marketing for law firms strategy? First, you will need to make sure your law practice meets Google’s eligibility requirements. For now, this service is an option that is limited to specific sectors of law (but it will likely expand within the next few months). If you qualify, you need to make sure that your Business Profile is up-to-date and completed accurately, as the information will be used to create the Local Service Ad. It may take some time to develop your budget for this endeavor, especially if your law firm is relatively small or new to the area. Fortunately, Local Service Ads offer some flexibility, allowing you to decide how much to spend. You can also increase or decrease this amount, depending on your budget and any other factors. Next, you’ll need to provide proof of your professional or business license as well as your insurance coverage in order for Google to verify your background and expertise. Once verified, Google will issue you an official “Google Screened” badge, which tells customers that you are a legitimate and trustworthy business. After all of these steps are completed, you can turn on your Local Service Ad and begin to reach clients in your area.
Discuss Your Digital Marketing Options With LegalRev Today
As a smaller law firm, your priority is serving your clients. At LegalRev, we recognize that finding the time and resources to develop an effective content marketing strategy can be difficult, which is why we are committed to partnering with you to understand your specific needs and goals. Let our team of highly qualified legal marketing professionals help you identify the most effective path forward for your business so that you can achieve your desired outcomes. Whether you have questions about local SEO for lawyers or you want to increase your visibility online, we are ready to help.
Now’s the time to align your digital marketing strategy with your law firm’s goals. If you’re ready to take your law firm’s content marketing strategy to the next level and see the results you’re after, give the LegalRev team a call at (800) 893-2590 to discuss your goals with an experienced and knowledgeable content marketing for law firms specialist.