Law Firms Face New Challenge as Google Phases Out LSA Review Links

Google Shifts Review Collection to Google Business Profiles

As of July 8, 2024, Google has officially expired all Local Service Ads (LSA) review links. This means businesses can no longer use LSA-specific links to collect client reviews. Instead, businesses are now directed to rely on their Google Business Profile (GBP) review links. This change was brought to the public’s attention, just yesterday, when Ben Fisher posted on X, “News: LSA officially is stating to use your GBP review link and not the LSA review link.”

The decision to discontinue LSA review links follows widespread issues with fake and hijacked reviews on the LSA platform. Google aims to enhance the credibility of reviews and simplify the process by directing all reviews through GBP. Although LSA ads no longer require reviews, law firms are encouraged to keep gathering client feedback through GBP to maintain their online credibility and visibility.

This shift consolidates review management, making it easier for law firms to monitor feedback and improve their search rankings in local results.

What This Change Means for Law Firms

The retirement of LSA review links is not just a procedural update—it has significant implications for law firms that depend on local advertising. With all reviews now funneled through GBP, law firms must ensure their profiles are optimized and actively managed. Regularly updating firm details and engaging with reviews will be essential.

For firms that previously relied on LSA reviews to boost credibility, the shift to GBP requires adjustments in their marketing strategies. Capturing positive reviews through GBP not only influences potential clients but also contributes to improved local search performance, reinforcing the importance of ongoing review management.

Why Client Reviews Matter for Law Firms

In the legal industry, trust is a critical factor for prospective clients. Online reviews are often the first indicator of a law firm’s credibility and capability. Positive reviews not only serve as social proof but also directly impact a firm’s reputation and success in attracting new clients.

Moreover, reviews play a key role in determining a law firm’s placement in local search rankings. Google prioritizes firms with numerous positive reviews, which can lead to increased visibility and more client inquiries. A well-managed review strategy, therefore, becomes crucial for a firm’s marketing efforts.

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How Law Firms Can Generate More Reviews Amidst These Changes

With the shift to Google Business Profiles, generating a consistent flow of client reviews is more important than ever for law firms. While the task may seem challenging, there are practical strategies firms can implement to encourage clients to share their experiences online.

1. Request Reviews Early: The best time to ask for a review is when your client is most satisfied—typically right after you’ve successfully resolved their case. A well-timed email or text message, personalized and direct, can prompt clients to leave positive feedback.
2. Make It Easy: Include direct links to your Google Business Profile in your emails, text messages, and on your website. The simpler it is for clients to leave a review, the more likely they will follow through.
3. Follow Up: Clients may need a gentle reminder. Sending a follow-up message a few days after your initial request can increase the likelihood of receiving a review. Be polite and brief in your follow-up to avoid seeming pushy.
4. Incentivize Reviews (without violating ethics rules): While you can’t offer financial incentives for reviews, consider offering clients small tokens of appreciation, like thank-you notes or branded gifts, as gestures of gratitude. This can make clients more inclined to leave a review.
5. Highlight Reviews on Your Website and Social Media: Sharing positive reviews across your digital channels not only boosts your reputation but also encourages future clients to contribute their feedback.

By staying proactive with review requests and ensuring clients have an easy and clear path to leave feedback, law firms can strengthen their online presence and build trust with potential clients.

Stay Prepared With TSEG

TSEG can assist your law firm in adapting to these changes by implementing effective marketing strategies that enhance the value of your Google Business Profile reviews. Our team ensures that your GBP is optimized to help you gather and highlight client feedback, improving your local search rankings and building stronger credibility in the legal market. With TSEG’s support, your firm will be prepared to meet the demands of today’s competitive online environment. Contact us today.