If you want to increase your online visibility and boost consumer confidence in the legal services you provide, Google Screened listings can help. Built specifically for lawyers, and other professionals like financial planners, child care and preschool service providers, and realtors in select areas of the country, Google Screened is a test program offered in limited categories and markets. Learn about what Google Screened is, how it works, and what you need to do to apply.
Google Screened: An Overview
A Google Screened badge is more challenging to obtain than running traditional search engine ads. Google originally released the feature to reduce low-quality or scam business listing. To participate, there is an application and verification process. It can seem involved, but it is often worth it because it gives law firms a massive advertising advantage. Essentially, the badge creates a more straightforward path to turning potential leads into clients. The Google Screened badge shows a green checkmark feature on Local Service Ads. The ad also displays the lawyer’s headshot, star rating, and review count, as well as a click-to-call feature that drives direct phone calls to the firm.
Google Screened provides lawyers with an opportunity to increase their digital performance. They may see more search engine results page (SERP) coverage, brand recognition, and perceived trustworthiness with the badge. While there is no running list of places Google Screened is available, many major cities have it. If you find it is not currently in your service area, try again at a later date to see if the feature has reached your location by then.
Understanding Local Service Ads
Local Service Ads are unique from other local search results like Google Ads, the local pack, and Local Map results. Not only do they appear above all other listings, but they also stand out because of their unique formatting.
Traditional local search results take a user to your website. Clicking on a Local Service Ad takes a potential client to an information page about your business in Google. Local Service Ads also extend beyond Google desktop and mobile. They are available on Google Assistant in response to relevant voice search queries on smartphones and other devices.
In terms of success, Google determines a quality score for your regular ads by using ad relevance, click-through rate (CTR), and landing page performance. However, that is not the case for Local Service Ads. Instead, Local Service Ads are evaluated based on law firm reviews, business hours, response time and quality, and proximity to a potential client’s location.
Who Is Eligible for Google Screened?
Google Screened badges are only available to professional firms at this time because the feature is still being tested. As a result, Google Screened is only offered to a limited market. Only lawyers in the following areas of law are eligible:
- Bankruptcy
- Business
- Contracts
- Criminal
- DUI
- Disability
- Estate
- Family
- Intellectual Property
- Immigration
- Labor
- Litigation
- Malpractice
- Personal Injury
- Real Estate
- Tax
- Traffic
If the feature is successful, more areas of law and other professionals will likely be eligible for Local Service Ads.
It is important to note that in addition to practicing in one or more of the areas of law listed above, attorneys and law firms applying for Google Screened need to have at least a three-star rating or higher on Google. Meeting those requirements ensures potential clients that your firm has been thoroughly vetted and is capable of providing quality legal services. If your rating is not where it needs to be, consider reaching out to past clients to ask for their feedback.
Applying for the Google Screened Program
Beginning the Google Screened application process is as simple as visiting Google’s Local Service Ads and clicking “Get Started.” You will select your practice area and enter some basic business information. However, gather the necessary documentation and go through it in advance before you get started. This will ensure a smoother application process.
In addition to basic information, law firms must pass Google’s free screening and verification process to participate in Local Service Ads and receive the Google Screened badge. That process involves verifying your business registration, certificate of insurance, and licenses. Some firms have to undergo advanced verification to prevent fraudulent business advertising.
Additional information needed to complete the application process includes the following:
- The year the law firm was founded
- The number of employees that interact with clients
- Professional license registration information
- A proposed weekly budget for advertising
- Insurance information
Each step in the process takes approximately two to three days for approval. While you wait, consider checking out your law firm’s reviews and make sure they reflect your business in a positive light. If there are negative reviews, you can address them directly to get off on the right foot with Google Screened.
Your Google Screened Budget
As you are waiting for your application to go through the system, you have the opportunity to review the recommended budget Google provides based on the information you have provided to the search engine. Your budget ultimately depends on the number of leads you receive from Local Service Ads.
In terms of budget, you have the option of choosing Google’s recommended budget or customizing the budget with a sliding scale. If your budget is considerably lower than your competitors and it is unlikely you will see results, you will be notified via message under the scale. Note that you will only pay for Local Services Ads when a customer calls or messages you directly through an ad.
Digital Marketing: Next Steps
Learning paid ad best practices for your law firm can be overwhelming, especially as your law firm continues to grow. If you are looking for professional guidance to incorporate strong paid ad campaigns into your digital marketing strategy, you may consider outsourcing your needs to a third party. No matter how you do it, a successful advertising strategy can improve your law firm’s online visibility and encourage potential clients to reach out to you to learn more.
Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com.
