Lawyers who want to run Local Services Ads need to earn a Google Screened badge to stay competitive. This program, designed specifically for professional service providers, validates the credentials and reliability of legal professionals, making it easier for potential clients to trust you.
In this post, we'll explain what Google Screened is, how to obtain the badge, which types of lawyers are eligible, the benefits of being Google Screened, and tips to maximize your Local Services Ad performance.
Local Services Ads are a useful online marketing tool for lawyers. They're a practical way to bring more qualified leads to your law firm. But that's only true when you've optimized your ad to win your ideal clients' trust.
Getting Google Screened for lawyers allows you to build trust with your audience, which leads to more successful ad campaigns.
What is Google Screened?
Google Screened is a feature of Google's Local Services Ads.
Professional services that meet Google's verification requirements are eligible to get a badge on their ads that shows they meet Google's standards. This badge just indicates that Google has verified the advertising attorney's official licensing. The idea is that this boosts consumer trust in the advertised services.
Getting a good understanding of Google Screened requires a bit of background on Local Services Ads for lawyers.
LSAs are pay-per-lead ads. That means you only pay Google for the qualified leads you get from the ads. They also only appear when someone searches for keywords where the search intent is both local and has conversion potential.
Those factors make them distinct from regular Google Ads for lawyers.
Standard Google Ads are pay-per-click, meaning you pay Google each time someone clicks the ad regardless of if they're a qualified lead. PPC ads also appear for a range of keywords and intents.
Verified lawyers will see their Local Services Ads show up in search engine results with the Google Screened badge like this:
These ads show up at the top of the Google search results page above any other feature. They also include rich features like a headshot of the lawyer, ratings, call buttons, and messaging options.
Multiple lawyers will show up in any Local Services Ad feature. Google will show the top two or three attorneys in this feature. The rest of the listing remains hidden unless the searcher taps the “Show more” button.
That means that only the ads that Google determines to be the best fit appear by default.
Google determines the ranking order for these ads based on a few factors, including:
- Your proximity to the searcher
- Your Google review star rating
- Your responsiveness to LSA leads
- Whether or not your business has the Google Screened verification
The last point is what makes earning your verification badge important. Law firms with the Google Screened badge stand a better chance of appearing by default than those without it.
Google Screened Vs. Google Guaranteed
There are two types of badges that businesses can earn when they use Local Service Ads:
- Google Screened
- Google Guaranteed
The difference lies in the kinds of businesses that are eligible for each type of badge. Google Screened is the verification badge for professional services, such as lawyers, child care providers, and educators, while Google Guaranteed is the verification badge for home services businesses, such as plumbers, HVAC companies, electricians, or roofers.
But there's one other difference between the two: a money-back guarantee.
Google offers customers of Google Guaranteed businesses a reimbursement of up to $2,000 if they are unhappy with the service provider's work. Google does not offer a reimbursement for Google Screened businesses.
Comparing Google Screened with Other Certification Programs
As lawyers seek to establish trust and credibility with potential clients in an increasingly competitive market, various certification programs have emerged to validate their qualifications. Google Screened is one of these programs, but it's essential to understand how it compares to other legal certification options and directories such as Avvo and Martindale-Hubbell.
Google Screened
Google Screened is specifically designed for service-oriented businesses, including lawyers, who want to enhance their online presence and credibility. This program not only verifies the lawyer's credentials through credential checks and background screenings but also provides a visible badge on Google search results and Local Services Ads. The badge signals trustworthiness to potential clients, increasing the likelihood that they will choose your firm.
Pros:
- Provides immediate visibility in Google search results.
- Instills client trust through a comprehensive verification process.
- Tailored specifically for service-oriented industries, including legal services.
Cons:
- Limited to specific practice areas and locations.
- Requires ongoing compliance to maintain the badge.
- May not be recognized beyond the Google ecosystem.
Avvo
Avvo is a popular legal directory that allows lawyers to create profiles, showcase their experience, and answer legal questions. It uses a proprietary algorithm to rate lawyers on a scale from 1 to 10, considering factors such as peer endorsements and client reviews. Lawyers can also earn badges for experience and client satisfaction.
Pros:
- Offers a significant platform for marketing legal services and generating leads.
- Provides an opportunity for lawyer-client interaction through Q&A features.
- Ratings can enhance visibility and attract potential clients.
Cons:
- The rating system can be subjective and may not reflect all aspects of a lawyer's competence.
- Limited control over how your profile and ratings are presented.
- May require ongoing participation to maintain visibility.
- It can be difficult to remove yourself from Avvo's directory.
Martindale-Hubbell
Martindale-Hubbell has been a trusted name in the legal profession for over 150 years, offering a peer review rating system that rates lawyers based on their ethical standards and professional ability. Becoming "AV® Preeminent" – the highest rating – is a significant achievement for many attorneys.
Pros:
- Established reputation and recognition in the legal community.
- Peer-reviewed ratings offer a sense of trust and respect among colleagues.
- Provides additional marketing tools and resources for lawyers.
Cons:
- The rating process can be lengthy and may require ongoing peer participation to maintain.
- Less emphasis on direct consumer interaction compared to platforms like Avvo.
- May not have the same online visibility compared to Google Screened.
How Do You Get the Google Screened Badge?
Getting your Google Screened badge is straightforward. All you need to do is opt into Google's verification process when you set up your Local Services Ads. During setup, Google will ask for your permission to run a license check on your law firm.
Google's Local Services team will then run their own screening and verification process.
The Local Services team will verify all active law license information for any attorney seeking the Google Screened checkmark. Their team doesn't perform a separate background check on attorneys since all states already require this as part of the law licensing process.
In order to pass the Google Screened process and earn the Google Screened profile badge, their team will look at:
- The law firm's business registration
- Your bar memberships
- The law firm's general history
- The physical location of the firm
- The reviews on your Google Business Profile (formerly Google My Business)
You need an average review score of 3.0 or higher on your business listing to qualify for Google Screened ads.
What Types of Lawyers are Eligible for the Badge?
Any lawyer who's eligible for Google Local Services Ads is also eligible for the Google Screened badge.
That includes attorneys in the following practice areas:
- Business/commercial law
- Contract law
- Criminal defense law
- Disability law
- Estate law
- Family law
- Immigration law
- Intellectual property law
- Labor law
- Litigation
- Malpractice law
- Personal injury law
- Tax law
- Traffic law
Benefits of Being Google Screened
The bottom line is that undergoing the Google Screening process will make your Local Services Ads more effective.
Lawyers who plan on running Local service ads need to get Google Screened for the best possible results. Opting out of this free screening process puts your firm at a disadvantage to competitors with the badge. And having it boosts the performance of your ads.
Add a Layer of Trust and Credibility to Your Ads
Most people don't know how to hire a lawyer.
They don't know what criteria they should judge attorneys on, so they use endorsements like Google Screened to help them qualify the right person to help them. Having the badge signals to potential clients that you and your law firm are legitimate. You're more likely to earn a potential client's trust when you go through the Google Screened program.
Not having the badge makes you stand out in a bad way.
Prospective clients who see these ads will see a clear distinction between verified firms and unverified ones. That biases them against unverified firms even if they don't understand what's involved in getting the official badge.
Appear at the Top of Search Results
Google's Local Services Ads garner 13% of all search engine traffic.
A big part of that is because these ads appear at the top of the search results. They show up above PPC ads, map features, and organic search results. They're prominent and tap into the fact that people are more likely to click on results at the top of a page than those further down.
All of that adds up to valuable real estate for an attorney.
Getting Google Screened plays into this because it's harder to claim that spot without the badge. Your ad is less likely to show up for a searcher when you don't have the badge.
Target Local Clients with Your Ads
Targeting people right in your city or town is a primary goal for many lawyers. Running Local Services Ads can help you achieve this goal. That's because these ads only trigger only when the search engine identifies a search with a local intent and a purchase intent.
But you'll limit your success without earning a Google Screened badge.
Paying for local ads will get you in front of people in your area. But lawyers who aren't Google Screened get buried under those who are. Getting the badge sets you up to not just reach your audience but also convince them that you're the right person to solve their problem.
Steps to Maintain Your Google Screened Status
Achieving Google Screened status is a significant milestone for any law firm, but the work doesn’t stop once you’ve received your badge. To keep this valuable recognition and the benefits that come with it, law firms must adhere to specific ongoing requirements and best practices. Here are the essential steps to maintain your Google Screened status effectively:
1. Regularly Update Your Google Business Profile
Keeping your Google Business Profile up to date is crucial for maintaining your Google Screened status. Ensure that all information—such as your firm's name, address, phone number, and service offerings—is accurate and reflects any changes to your practice. Regular updates also include responding to reviews and inquiries promptly, which demonstrates your commitment to client engagement.
2. Renew Required Documentation
Google Screened lawyers are required to submit various documents during the application process, such as proof of licensing, insurance, and other essential certifications. Stay proactive by keeping track of expiration dates for these documents. Regularly renew and upload updated documentation to your Google Business Profile to avoid lapsing in your status.
3. Monitor Performance Metrics
Google provides insights and performance metrics regarding your Local Services Ads and overall visibility. Monitoring these analytics allows you to assess the effectiveness of your marketing efforts and make necessary adjustments. Keep an eye on key performance indicators (KPIs) such as click-through rates, the number of leads received, and conversion rates to ensure that your ad campaigns remain effective and resonate with potential clients.
4. Maintain High Client Ratings
The quality of service you provide directly affects your Google Screened status. Strive for consistently high client satisfaction and encourage clients to leave positive reviews on your Google Business Profile. A strong reputation can enhance your standing with Google and showcase your commitment to quality legal services. Regularly monitor and respond to reviews, both positive and negative, to engage with clients and demonstrate your dedication to improvement.
5. Stay Informed About Program Changes
Google occasionally updates its policies and requirements for the Google Screened program. Stay informed about these changes by regularly checking Google’s official resources, announcements, or relevant news articles. Being proactive and adaptable will help you maintain compliance and keep your badge.
6. Engage in Continuous Professional Development
Continued education and training are essential for every law firm. Regularly participate in relevant seminars, workshops, or courses to stay updated on the latest legal developments and best practices. This commitment to professional growth not only benefits your practice but also demonstrates your dedication to providing effective legal services, further reinforcing your qualifications for Google Screened status.
7. Foster a Culture of Quality Within Your Firm
Creating a culture of quality and client-focused service within your law firm is paramount in maintaining your Google Screened status. Ensure that all staff members are aligned with your commitment to excellence. Provide training for team members on client interactions, legal practices, and ethical standards, as these elements play a significant role in client satisfaction and upholding your firm’s reputation.
Maximize Your Local Services Ad Performance
Setting up Local Services Ads is a useful tool for getting the word out about your firm's legal services. Opting into Google's free license verification is critical for maximizing the number of leads you get from Local Services Ads. You'll improve the chances that a high-quality lead clicks on your ad and hires you when you have this badge.
Getting the most out of your search ads takes more than flipping a switch and letting them run.
Hiring a law firm marketing expert will allow you to get the best results.
An experienced legal marketer will help you set up your ads, get the Google Screened badge, and leverage your budget for effective lead generation. The experts at Rankings.io have a deep understanding of digital marketing for the legal industry. Contact us today to see how we can help you grow your firm with legal Local Services Ads and beyond.
