How Small Law Firms Can Excel in LSAs

by August Smith | February 12, 2024

Small personal injury law firms often find themselves in what feels like a David vs. Goliath battle, striving to carve out a market niche against larger, more established firms. Smaller practices face many challenges, from more limited budgets to less brand recognition. However, Google provides a slingshot for this modern David: Local Services Ads (LSAs).


As a small law firm, understanding and leveraging LSAs can help you connect with potential clients, offering a more targeted approach than regular pay-per-click (PPC) ads and placing your firm right where it matters most: at the top of relevant search results.


Read on to demystify LSAs and learn how they can become your firm’s ally in the competitive landscape of personal injury law.


Understanding LSAs and Their Impact


LSAs are designed to connect local service providers directly with potential clients at their moment of need. You’ve probably seen LSAs before: they appear at the top of Google search results and are displayed prominently with crucial information such as a firm’s name, reviews, and contact details.


This prime positioning is more than just a visual advantage; it’s a direct line to potential clients seeking legal assistance in the exact moment they begin their searches. Unlike PPC ads, where clicks may not always translate into meaningful leads, LSAs operate on a cost-per-lead basis. This means you only pay when a potential client contacts your firm through the ad. This way, your marketing budget is spent on genuine prospects.


By featuring verified firms and providing a simple way for clients to reach out, LSAs can significantly improve a firm’s visibility. For smaller practices, this is an invaluable opportunity to stand out in a crowded market.


LSAs also come with the added benefit of the Google Guarantee or Google Screened badge, providing an extra layer of trust and assurance to potential clients. This badge is like a testimony for the legitimacy and credibility of your firm, as it indicates that Google has vetted your firm’s qualifications, background, and insurance.


The LSA Algorithm: Watch Your Reviews


Like many of Google’s algorithms, the LSA algorithm is a complex and often unpredictable force. Despite continuous testing and experimentation by SEO experts, the formula for perfect success in personal injury law leads through LSAs remains elusive.


However, our team knows that reviews play a critical role in this complex equation. Law firms that actively manage their reviews on their Google Business Profiles tend to see better results with their LSAs. This is especially true for smaller firms that might not have a large volume of reviews. Our observations indicate that firms ranking high in LSAs often respond to all reviews, both positive and negative, on their business profiles. Active review engagement seems to have a positive impact on LSA algorithmic ranking.


Reviews are doubly important because they’re one of the few aspects of the LSA algorithm that are within a firm’s control. By diligently managing and responding to reviews, small law firms can influence their LSA performance, potentially leading to more steady personal injury leads. Despite the opacity of the LSA algorithm, focusing on actionable elements like this can provide small law firms with the edge they need to reach the top of the search results.


Competing Against Larger Firms


As you probably know all too well, small personal injury law firms face the formidable challenge of standing out against their larger, more established competitors. This is where your LSA knowledge can come in handy: LSAs offer the unique opportunity of a level playing field.


Your LSA and your biggest competitor’s LSA take up the same amount of screen real estate, and their placement is driven more by results and trustworthiness than by size and budget. This means that a well-managed LSA strategy can position a small firm right alongside the giants in the field.


Competing in this arena requires understanding and leveraging the strengths inherent to smaller firms. For example, smaller firms can perform more personalized services and provide a level of attention to detail that larger firms often can’t match.


Smaller firms are also quicker on their feet, which means they’re able to respond to changes in the market and legal landscape more quickly. These advantages can be communicated through LSAs by highlighting your firm’s commitment to individual clients, responsiveness, and personalized legal solutions.


Ultimately, while the challenge is real, the “little guy” advantage inherent in LSAs should not be underestimated. By focusing on their unique strengths and actively managing their online presence, small personal injury law firms can compete with and even outperform their larger counterparts.


Let cj Work Your LSAs


While LSAs can help you level the playing field against larger competitors, wrangling their algorithm requires a strategic approach, and this is where cj’s Integrated Digital team can make a difference for your firm.


We can help you understand this powerful tool and implement the strategies above to make sure your firm sits high up on the search results. Contact your Brand Strategist today if you’re interested in zeroing in on your LSA strategy.