legal-marketing-pros

Google's Local Services Ads Will No Longer Allow Manual Disputes. How will this impact your law firm’s ROI?

Wed, 26 Jun 2024 21:21:03 GMT

Google's Local Services Ads Will No Longer Allow Manual Disputes. How Will This Impact Your Law Firm's ROI?

In a recent development, we received information last week from the Google Partner’s team that there were some major changes coming to the Local Service Ads (LSAs) product. This information was just released to the public and was reported by Search Engine Land . Google is set to roll out “automated lead credits”, this change will be effective as of July 31, 2024. This change is significant as it aims to “streamline” the process for advertisers to receive credit for potentially poor-quality leads. For law firm’s who rely on LSAs to attract clients, this update could have a substantial impact on their budgets and overall experience with the platform.

The Automated Lead Credit System
The new automated lead credit system claims that by automatically reviewing all leads and crediting invalid ones without the need for manual disputes, it will save time for advertisers and ensure a more equitable distribution of ad credits. Make sure you read the fine print here though. In moving to this new automated version of lead crediting and eliminating the ability to manually request lead credits, they are also removing two of the most important categories that award the most credits. They will no longer be allowing ANY credits for "job type not serviced” and "geo not serviced" leads. We know from years of managing hundreds of LSAs campaigns that over 90% of lead disputes that are requested of Google fall into one of these two categories. That means, no credits for bad leads. In Google’s own words, “This change may mean fewer credits for some advertisers. It's important to remember that not every lead will convert into a customer.”

Impact on Law Firms
The shift towards automated lead credits in LSAs could potentially pose a significant impact on law firms' advertising budgets and overall lead quality. With credits typically applied within 30 days, it is crucial for advertisers to closely monitor their campaigns and make necessary adjustments based on the performance of their ads. It is more important than ever to make sure that your LSAs account settings are aligned with exactly what you are looking to attract in terms of case type and jurisdiction. Moreover, this change underscores the importance of diversifying lead sources between Local Services Ads and traditional search (PPC) campaigns to determine the most profitable channel for attracting clients.

Pivoting

At Convert It Marketing, we understand the challenges law firms face when navigating digital advertising platforms like Google Ads. Our team of experts can help you optimize your campaigns, maximize your ROI, and adapt to changes in the industry such as this most recent development of automated lead credits in Local Services Ads. By leveraging expertise, strategic insights and campaign tracking technologies, you can stay ahead of these changes and adopt new practices to ensure your firm’s revenue goals stay on track.

The introduction of automated lead credits in Google's Local Services Ads marks a significant shift in how advertisers receive credit for poor-quality leads. For law firm owners who rely on digital advertising platforms like Google Ads to attract clients, this update underscores the importance of staying informed about industry developments and proactively managing their campaigns. At Convert It Marketing, law firm owners can trust in the best guidance and marketing technology to ensure their firm’s marketing ROI is always optimized.

The Future of Google Business Profiles for Law Firms: How Convert It Marketing Can Help

Mon, 24 Jun 2024 17:06:30 GMT

Google Business Profile Update Alert - Important Changes Are Coming - No More Call History or Chat Integrations

As a law firm owner, staying on top of the latest changes in technology and digital marketing is crucial to ensure your business continues to thrive. With Google's recent announcement that call history reporting and chat services will no longer be available in your Google Business Profiles starting July 31, 2024, it's important to find an alternative solution to track critical performance metrics like phone calls.

Here at Convert It Marketing, in anticipation of this change, we have developed a seamless solution for our law firm clients.

Our integrated dashboard integrates directly with your Google Business Profile via API and pulls in the historical analytics. This means that even after the changes take effect, you will still be able to collect phone call data. Our personalized dashboard allows you to see all of your GBP analytics in real-time and over time, giving you a comprehensive view of how your profile is performing. You can send text messages directly to prospective clients who called you from your profile as well.

If you need a solution to request and respond to reviews with ease, without having to login to your profile to do so, it does that too. Connecting with potential clients more efficiently and effectively, ultimately leads to increased business opportunities for your law firm. By taking advantage of this feature, you can stay ahead of the competition and ensure that you are maximizing the potential of your GBP.

At Convert It Marketing, we understand the challenges that law firms face in today's competitive market. That's why our team is dedicated to providing innovative solutions that cater specifically to the needs of legal professionals. Our integrated dashboard is designed to simplify the process of managing your Google Business Profile and tracking important metrics like phone calls and engagement. By partnering with us, you can rest assured knowing that your law firm is well-equipped to adapt to changes in technology and continue thriving in the digital age.

With us, law firm owners can stay ahead of the competition and maximize their online presence. Reach out to us today to learn more about how we can help elevate your law firm's digital marketing strategy.

Enhancing Client Engagement with Call Answering & Live Chat Services

Thu, 23 May 2024 15:44:30 GMT

Enhancing Client Engagement with Call Answering & Live Chat Services

In today's fast-paced world, response time is crucial when it comes to potential clients choosing a law firm. With the expectation of instant engagement, missing a call or sending someone to voicemail can result in a missed opportunity. That's where call answering and live chat services come into play, providing 24/7 availability and warm transfers to ensure that no client goes unanswered.

The #1 factor that determines what law firm gets hired is response time, according to Clio. This highlights the importance of being readily available to potential clients when they reach out for legal services. By offering call answering and live chat services, you can ensure that every client inquiry is addressed promptly, leading to increased client engagement and ultimately more retained clients.

One of the key benefits of utilizing call answering and live chat services is the ability to provide 24/7 availability. Whether you're in court, at dinner, or simply unavailable, these services allow you to cater to client inquiries at any time of day. This not only enhances your firm's responsiveness but also expands your advertising reach by enabling you to advertise on nights and weekends when traditional office hours may not apply.

At Convert It Marketing, we understand the importance of not losing out on potential clients due to missed calls or delayed responses. Our call answering and live chat services are designed to seamlessly integrate with your firm's operations, ensuring that every client inquiry is handled professionally and efficiently. From greeting prospective clients to scheduling consultations on your calendar, our team is here to support your firm's client engagement efforts.

By incorporating call answering and live chat services into your law firm's operations, you can enhance your overall client experience and drive higher conversion rates. The convenience of being able to connect with a live representative at any time gives potential clients the assurance that their inquiries will be addressed promptly. This level of responsiveness can set your firm apart from competitors and position you as a reliable and trustworthy choice for legal representation.

In conclusion, call answering and live chat services play a crucial role in enhancing client engagement for law firms. By prioritizing quick response times and providing 24/7 availability, these services can help you attract new clients, retain existing ones, and ultimately grow your legal practice. Don't miss out on valuable opportunities by neglecting client inquiries - invest in call answering and live chat services today to take your firm's client engagement efforts to the next level.

Is Google Going After Your Law Firm's Brand Name?

Fri, 19 Apr 2024 13:00:02 GMT

Is Google Going After your Law Firm's Brand Name?

As a law firm owner, you've worked hard to establish your brand and reputation in the industry. However, Google's is trialing a new "People Also Consider" badge on ads served within branded search results that is raising concerns about potential competitors stealing traffic from your firm. At Convert It Marketing, we understand the importance of protecting your brand and have been helping law firms deploy brand ad campaigns for years. In this blog post, we will discuss the implications of Google's potential new feature and provide strategies to safeguard your firm's name.

The practice of using big firm brand names to divert traffic away from competitors is not new in the advertising world. With Google now trialing a new badge that displays alternative options under branded search results, law firms need to be vigilant in protecting their online presence. This can potentially impact your firm's visibility and siphon business away from your firm if not addressed promptly.

One effective strategy to counteract this threat is by investing in brand ad campaigns. By bidding on keywords related to your firm's name and services, you can ensure that your ads appear prominently in search results when users are looking for your specific brand. This not only helps drive traffic directly to your website but also prevents competitors from capitalizing on your brand recognition.

In addition to running brand ad campaigns, it is crucial for law firms to monitor their online presence regularly. This includes conducting regular audits of search engine results pages (SERPs) to identify any unauthorized use of your brand name or trademarked terms by competitors. By staying proactive in monitoring and addressing these issues, you can protect your firm from potential reputation damage and loss of business.

In conclusion, Google's new "People Also Consider" badge poses a potential threat to law firms' online visibility and reputation. As a law firm owner, it is essential to take proactive measures such as monitoring online presence, and deploying brand ad campaigns to protect against competitors trying to capitalize on your brand name. At Convert It Marketing, we specialize in helping law firms navigate these challenges and can develop tailored strategies to safeguard a firm's online presence. Don't let Google go after your brand name – take action today to defend your firm's reputation and stay ahead of the competition.

The First and Last Time I Bet Against Google

j.simpson@convertitmarketing.com (John Simpson) — Tue, 05 Mar 2024 19:51:59 GMT

Convert It CEO on Google's Brilliant Local Strategy

It was the Spring of 2004. Martha Stewart was on trial for insider trading, Usher’s “Yeah” topped the music charts, and Google was getting set for its IPO. It was also the first - and last - time I ever bet against Google.

Back then, I had just started an evening business school program. And for my first final, the professor appropriately asked us to write an essay on whether or not Google’s IPO would be a success.

I made the case that the IPO would tank.

Looking back nearly 20 years, how did I get it so wrong?

In short, I failed to understand many pieces of Google’s business model, including its local strategy. Even back in 2004 - that’s pre-iPhone for anyone wondering - Google saw the importance and opportunity in distilling all of the information on the internet into content that was local to its users.

Today, aided by the invention of the ubiquitous smartphone, Google’s localization is so good that 46% of Google searches now have a local intent. The smart minds at Google know that to make their website as valuable to users as possible (read: more revenue for Google), it has to offer hyperlocal information. And they are asking for your help.

Why does Google’s local strategy matter for law firms?

In its quest to “organize the world’s information", Google has invited businesses to claim their Google Business Profile. They don’t charge anything for it…and it's the single most important place your law firm can be found.

Google’s free Business Profile allows law firms and other businesses to:

Manage their business description and hours of operation
Post relevant content
Source reviews
Link to your website and social platforms
Interact directly with Google users via messages and calls
Track search terms as well as how many views, messages, and calls the firm has received from its Profile

Google Search for “Criminal defense lawyer Hammond Indiana”

When Google recognizes a search with local intent, it presents the most relevant Google Business Profiles next to its map, in the top half of the page. And it provides calls to action with links to directions and click-to-call functionality (ideal when searches are performed from a smartphone) right there on Google’s own real estate.

At Convert It Marketing, we believe that managing a firm’s Google Business Profile should be one of the first marketing efforts a firm undertakes. Even before spending on Google Advertising. Even before building a website. The Google Business Profile legitimizes the firm to Google, and furthers Google’s goal of providing better local search results for its site visitors.

Back in 2004, I bet against Google. And had I invested $1,000 in its IPO, it would be worth more than $53,000 today. Don’t make the same mistake as me - fill out the form below to learn more about the Google Business Profile or click here to download our free guide that explains how to claim, set up and optimize your Profile.

Unlocking the Potential of LSA New Launch Features

Thu, 29 Feb 2024 23:38:44 GMT

Unlocking the Potential of LSA New Launch Features

As a law firm owner, staying ahead of the curve when it comes to digital marketing is crucial for reaching potential clients. Luckily, Google's Local Services Ads (LSA) has launched new features that can help elevate your online presence and attract more leads. In this blog post, we will explore the latest updates in LSA and how they can benefit your law firm.

LSA is rolling out a direct business search feature that allows your ad to appear when someone searches for your brand or business on Google. This means that potential clients looking specifically for your services can easily find you through LSA ads. By enabling this feature across all accounts, you can start receiving targeted leads from individuals who are already interested in what your law firm has to offer.

In addition to the direct business search feature, LSA is also introducing the option to include photos in your ads displayed on search engine results pages (SERP). High-quality photos can make a significant impact on attracting leads as they provide a visual representation of your law firm. By uploading four to six in-focus photos, you can showcase your office space, team members, and overall brand identity, giving potential clients a glimpse into what sets your firm apart from competitors.

For returning customers who contact you through an LSA ad, Google screens calls to verify their status. If a caller indicates that they are a returning customer, you will not be charged for the lead. This helps ensure that you are only paying for new leads generated through LSA ads while fostering loyalty with existing clients.

If you prefer not to receive leads from direct business searches or want more control over which leads you pay for, you have the option to opt-out of this feature. It's essential to review and adjust these settings based on your law firm's unique needs and goals.

The latest launch features in LSA present exciting opportunities for law firm owners to enhance their online visibility and attract qualified leads. By taking advantage of direct business search capabilities and incorporating high-quality photos into ads, you can effectively engage with potential clients and differentiate your firm in a competitive market. Stay proactive in exploring these new features and optimizing them to maximize the impact on your digital marketing strategy.

Marketing Solutions for All Law Firms

Thu, 01 Feb 2024 14:30:00 GMT

Marketing Solutions for All Law Firms

Many small firms struggle with finding the right marketing solutions to attract and retain clients, while also competing with larger firms. This is where our marketing solutions and techniques come in.

Our team at Convert It Marketing works exclusively with solo and small firms to attract, engage, and convert prospects into paying clients. Over the last decade, we have generated over 150,000 cases for more than 3,000 law firms nationwide. We’re optimized for small firms so we can support significantly lower monthly budgets than typical marketing agencies.

Our suite of services has been specifically designed to meet the needs of solo and small firms. We understand that marketing can be time-consuming and expensive, which is why we ensure our services meet our three core principles - Easy, Effective, and Affordable. Every service we offer meets these criteria, making it easy for attorneys to advance their practice without breaking their budget.

Easy , meaning our campaigns and tools are designed to work no matter how involved you want to be. Effective because at the end of the day we only exist to bring you new clients. We measure our success by your retained clients, and everything else is secondary. And affordable because every law firm should have access to smart marketing solutions, no matter their budget.

Best of all, we work closely with our clients to create custom marketing plans based on their own vision of practice success. Marketing is not one size fits all. From our award-winning lead generation campaigns, to website design and local SEO, to social media marketing, we have you covered.

Marketing is an essential part of running a successful law firm. However, many small firms struggle with finding the right marketing solutions to attract and convert clients. Our platform has been designed to help law firms of all sizes to maintain and grow their practice, without having to worry about costly marketing expenses. By offering tailored solutions that meet the varying needs of firms, we have been able to help our clients compete and gain market share.

The Importance of Google Business Profiles for Your Law Firm

Thu, 18 Jan 2024 13:00:00 GMT

The Importance of Google Business Profiles for Your Law Firm

When it comes to finding legal services, the majority of prospective clients turn to the internet. And the first place they often look is on Google. This means that your law firm’s Google business profile is crucial to attracting new business. By creating and maintaining a high-quality business profile, you can improve your law firm’s online presence and attract more potential clients. Below, we will discuss why Google business profiles are essential for your law firm, what to include in your profile, how to collect positive reviews, and how to improve your SEO results through your profile.

Your profile is the first thing a prospective client sees when they search for your firm - it’s your digital business card. When properly managed, it displays key information about your firm, such as your location, hours, website, and phone number and makes it easy for prospective clients to learn about and get in touch with your firm.

If your firm doesn’t have an optimized profile, you're not showing up in Google Search and Maps and are likely missing out on free traffic and leads.

A high-quality business profile is a critical aspect of your online presence. It should include not only essential information about your law firm but also recent photos, posts, reviews, a bio, social links, and products. By providing potential clients with detailed information about your law firm, you create a sense of trustworthiness and credibility.

Reviews are arguably the most important part of your profile. They are the biggest influence on whether a person decides to contact you or not, and are the best channel to demonstrate credibility - with prospects and with Google. Positive reviews boost your search rankings, and Google often rewards businesses that have a large collection of positive reviews. Don’t be afraid to ask clients to write you a review once you finish working with them. Mention it in person and send them a friendly email or text that links directly to your reviews. Also, take a few minutes to respond to the client to thank them for providing feedback. The client will appreciate the message and Google will see that you are actively engaging on your profile.

Writing posts for your Google business profile is another effective way to improve your SEO results. For each post, you can write up to 1,500 words, add an image, a video, and a call-to-action button that you can link to your website or elsewhere. Posts give you the opportunity to share hyperlocal content that is specific to what’s going on in your area. This type of content indicates to Google that your law firm is active in the local community, and, in turn, Google may feature your business more prominently in its search results. Consistently posting high-quality content on your profile will help you attract potential clients through organic search traffic.

A Google business profile is not only important for your law firm but also an essential online marketing tool for attracting new clients. By ensuring your profile is up-to-date and maintaining top-notch content, you can provide potential clients with the information they need to make informed decisions about choosing you and your legal services.

If you don’t have the time to set up and maintain your profile, Convert It Marketing can help!

Our team can effectively and affordably manage your profile, which will help you rank higher on Google Maps and searches, generating more calls to you and, equally important, help you rank higher in any other advertising you do on Google.

Complete the form at the bottom of this page, and our marketing experts will get in touch!

New Year's Resolutions for Law Firm Growth

Fri, 05 Jan 2024 12:00:00 GMT

New Year's Resolutions for Law Firm Growth

A new year means another opportunity to remarket your legal business. You may be looking for growth, or perhaps you're hoping to enhance your current operations. Either way, setting resolutions for the new year can help you reach your long-term objectives. The best new year's resolutions should be a mix of ambitious and achievable goals. In this post, we will focus on your must-need resolutions that can help your legal business grow in 2024.

In the digital age, your online presence is crucial as it is often what potential clients first encounter. Having a well-designed website and unified social media accounts make you look professional and encourages potential clients to entrust you with their legal needs. To achieve this goal, focus on creating a consistent brand identity across all your communication platforms and always ensure that your website content aligns with your brand message. You want to make sure that the visuals and messaging on your website accurately represent your firm's values and expertise.

Secondly, you want to focus on your lead generation. It is best to target the right audience for your practice and build brand loyalty. Your ideal client profile will ensure that you're attracting and retaining the type of clients that you're equipped to help. Pay Per Click Campaigns and Local Service ads are necessary to dominate your market.

Finally, you need to optimize your intake and conversion process. In today's fast-paced world, people expect instant engagement. According to Clio, the #1 factor that determines what law firm gets hired is response time. At Convert It, we can help you stop missing important calls and messages. We’ve got it covered 24/7. This also allows you to advertise on nights and weekends to expand your advertising reach.

A unified brand, lead generation, and optimization of your intake and conversion process are critical. However, managing all of these elements can be time-consuming and strenuous. Convert It Marketing can help you work towards these resolutions and maximize your firm's marketing potential. Contact us today, and let us help you achieve your growth goals for the new year.