How To Keep Website Visitors Happy and Engaged by Understanding Their Expectations

How To Keep Website Visitors Happy and Engaged by Understanding Their Expectations

Don’t strand your users. Help them find their way.

Stories are engaging in part because they show how a relatable character solves a problem. And for the most part, people give storytellers wide leeway to add twists, turns and surprises that enhance the telling of the tale.

At some point, however, too many unpredictable, inconsistent, unrealistic or overdone plot points will break trust and turn the reader or listener off. Good stories have a flow. Bad stories break trust.

Your firm’s…

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How Small Law Firms Can Best Utilize Legal Marketing, and Other Must-Reads

How Small Law Firms Can Best Utilize Legal Marketing, and Other Must-Reads

Legal Marketing For Small Firms in 2020: Obstacles and Opportunities (Lawlytics)

“Nearly three of every four very small law firms say acquiring new business is a challenge”. In this article, Attorney Dan Jaffe shares his insight on the dangers a small law firms and solo law firms may face and the business opportunities they can leverage in 2020.

How to Prepare to Be a Podcast Guest (Clio)

The growth of…

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Six Ways to Boost Your Firm's Marketing and Business During Slow Times (Or Any Time)

Six Ways to Boost Your Firm’s Marketing and Business During Slow Times (Or Any Time)

Times that require forward-thinking are often those that make such thinking the most difficult. And 2020 certainly lives up to that description.

Attorneys have adapted to working remotely. They have shifted marketing focus from in-person networking events to virtual discussions, webinars and content marketing, and they have learned to maneuver through online courtroom proceedings. All while coping with myriad unforeseen personal challenges.

Maybe you have a little more time on your hands than…

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Why Lawyers Should Serve As Poll Workers This Election, and Other Must-Reads

Why Lawyers Should Serve As Poll Workers This Election, and Other Must-Reads

Lawyers Encouraged To Sign Up As Poll Workers

As elections in the United States draws closer, the American Bar Association is encouraging lawyers to assist with poll working. “With the added obstacle of a pandemic this year, finding people who are at lower risk to assist as poll workers is even more important. This is an opportunity for lawyers, and soon-to-be lawyers, to step up and serve.”

Voice SEO:…

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Ditch These Problematic Design Elements From Your Firm's Website

Ditch These Problematic Design Elements From Your Firm’s Website

Web designers have a tricky job to do: balancing the needs and wants of clients with the needs and wants of users, which may not align. The pressure to include trendy design elements or fancy bells and whistles can only make this balancing act more difficult.

A website design cannot be successful, however, if it does not adequately serve users. Some web page effects and behaviors may be visually cool but will negatively impact user experience and site effectiveness.

Here…

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How to Make Your Firm's Workplace More Inclusive During COVID-19, And Other Must Reads

How to Make Your Firm’s Workplace More Inclusive During COVID-19, And Other Must Reads

Creating Inclusive Legal Industry Workplaces in COVID-19 (Law Practice Today)
Creating an inclusive work environment during a global pandemic while your entire staff is working remotely definitely has its challenges. Here are some top tips that can help your law firm create successful pathways to healthy work environments that allows for better inclusivity and communication amongst your law firm staff.

Multilingual Law Firm Websites and SEO Best Practices (Lawlytics)
For…

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Optimize Your Content to Be Shared and Seen By Your Future Clients

Optimize Your Content to Be Shared and Seen By Your Future Clients

If your firm is investing the time necessary to produce quality content, you will want to make sure this content is being read by more people than just your team members. Well-developed content is a key part of a comprehensive marketing plan. However, it only works for your firm if it is seen by as many potential clients as possible.

Firms, brands, marketers and individuals produce volumes of content every hour. Much of it is run-of-the-mill, but some of…

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Google Local Service Ads Are Available to Law Firms (Maybe)

Google Local Service Ads Are Available to Law Firms (Maybe)

Google Local Service Ads are now available for law firms. This is exciting news as there has been a lot of anticipation around this offering. With Google Local Service Ads, the advertiser (your law firm) pays per lead instead of paying per click like you would in a PPC campaign.

What are Google Local Service Ads?
A Local Service Ad (or LSA) is an advertisement that appears above the sponsored search results on Google. Someone can select a service provider and book them directly through the LSA page. Unlike pay-per-click, you the advertiser are charged per-lead and not every time someone clicks on your ad.

Here is how a Google Local Service Ad Works

  1. A user searches for a local service. For example, I searched for an electrician in San Francisco. At the top of the search results are several electricians with "Google Guaranteed" underneath.

Example of a Google Local Service Ad

2. Click on the ad. Out of respect for the advertiser, I would normally not click on an ad while writing a blog. But in this case, who cares? The advertiser isn't paying per click, they're paying per lead. When clicking on the LSA ad, you're taken to the LSA landing page, not the advertiser's website.

Google Local Service Ad Landing Page

You will notice that there is no other way to contact this advertiser except for the phone number (which we crossed out). Some advertisers may allow you to make an appointment directly from their LSA page. Whenever the advertiser is contacted through this page, that's when they're charged. When I clicked on the ad, this electrician wasn't charged anything.

How to find out how much it costs.

1. Google has a cost estimator at https://ads.google.com/local-services-ads/cost/

2. Type in your zip code, the number of leads you want each month, and select your law firm's area of practice and then click on "Estimate Budget". 

Google Local Service Ad Cost Estimator

3. If you're like most law firms in most cities you will either:

a) Not see your practice area listed.
or
b) You will see this message: "We're not available in your area yet."

What we found for most industry categories was a cost per lead of $15-$40. If Google LSA can deliver leads for $15-$40 to lawyers, this will be an awesome addition to your law firm marketing efforts! Realistically, you can expect higher rates in competitive markets for competitive practice areas. Since lawyers are a new addition to the offering, there isn't a lot of data to work with.

What does Google Local Service Ads Mean for Lawyers?

Once it's available in your market, Google Local Service Ads will be a great compliment to your existing pay-per-click campaign. Plus, you will get a Google Guaranteed badge for $50/month after Google verifies your license, insurance, and legal status. That Google Guaranteed badge doesn't just apply to your Local Service Ads, that badge will get associated with your Google My Business listing which could help you earn more clicks from your organic map placement.

Want to get notified when Google Local Service Ads are available in your area?

Give us a few details about your law firm, location, and practice areas and we will contact you when LSA's are available in your market.

Google Local Service Ads - Notify Me


Jason Bland
Jason Bland is Custom Legal Marketing's co-founder, head of new business development, and focuses on strategies for highly competitive practice areas.

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Boosting Your Marketing During the Summer and Google Guaranteed on this Week's Roundup

Boosting Your Marketing During the Summer and Google Guaranteed on this Week’s Roundup

An Interview with Michelle Estelle Estlund: How She Found a Niche
Candace Duff, author of “A Lawyer’s Guide to Creating a Life, Not Just Living”, interviews criminal defense lawyers, Michelle Estelle, how she found a niche she enjoys and became an authority in her area.

25 Ways to Boost Your Business and Brand During Summer Downtime
Need a list of ways to keep your businesses moving

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