
In today’s digital age, online reviews and client testimonials play a critical role in shaping a law firm’s reputation. Potential clients turn to Google, Yelp, Avvo, and even social media platforms to research law firms and attorneys before making a decision. For lawyers, managing these reviews—both positive and negative—is essential to maintaining credibility and trustworthiness in a highly competitive market.
Why Online Reviews Matter for Law Firms
Unlike other industries, legal services are deeply personal. Clients seeking legal representation often face significant life challenges, such as personal injury, divorce, or criminal defense. Because of this, they rely heavily on the experiences of others before selecting an attorney. According to surveys, almost 90% of people trust online reviews as much as personal recommendations, making them one of the most influential factors in a client’s decision-making process.
Positive reviews can:
- Improve your firm’s search engine ranking.
- Build credibility and trust with potential clients.
- Differentiate your firm from competitors.
- Influence the client’s decision to contact you for a consultation.
Conversely, negative reviews—if not handled properly—can deter prospective clients and damage your firm’s reputation. This is why having a strategic approach to online reviews is crucial.
Encouraging Positive Reviews from Satisfied Clients
Happy clients often don’t think to leave a review unless prompted. To build a strong base of positive testimonials, law firms should implement proactive strategies:
1. Ask at the Right Time
Timing is key when requesting a review. The best moment to ask is right after a successful resolution or a particularly positive interaction. For example, if a client just won their case or settled favorably, they are more likely to be receptive.
2. Make It Easy for Clients
Clients won’t leave reviews if the process is cumbersome. Provide direct links to your Google My Business Profile, Avvo, Yelp, or Facebook review pages via email or text message. Consider using automated follow-up emails or a simple QR code on business cards that directs clients to your review platforms.
3. Use Personalized Requests
Generic review requests don’t yield as many responses as personalized ones. Instead of sending a mass email, tailor the request by acknowledging the client’s experience with your firm. A short, thoughtful message can go a long way in encouraging positive feedback. While there are many software solutions available to automate review requests, results tend to be significantly better when the ask comes from an actual person. In fact, a study by BrightLocal found that 70% of consumers are more likely to leave a review when asked by a real person rather than through an automated system.
4. Have the Right Person Ask
Clients are more likely to leave a review when the request comes from someone they worked closely with. If a paralegal, associate attorney, or staff member was their primary point of contact, have that individual make the ask. A request from a familiar face makes the process feel more personal and increases the likelihood of a response.
Responding to Every Review
One of the best practices for managing online reviews is responding to every single one, whether positive or negative. Engaging with reviewers shows that your law firm values client feedback and is committed to maintaining strong client relationships.
For positive reviews, a simple thank-you message acknowledging the client’s experience can reinforce goodwill and encourage others to leave feedback as well.
For neutral or negative reviews, responding in a professional and empathetic manner demonstrates a willingness to address concerns and improve client satisfaction. Law firms that actively engage with reviewers tend to build a stronger online presence and enhance trust with potential clients.
Handling Negative Reviews Professionally
Even the best law firms receive negative reviews from time to time. Whether it’s due to a misunderstanding, an unsatisfied client, or a competitor’s smear campaign, responding appropriately can mitigate damage and even turn a dissatisfied client into a loyal advocate.
1. Respond Promptly and Professionally
A delayed response to a negative review can make the issue seem ignored. Acknowledge the concern quickly while maintaining professionalism. Avoid emotional or defensive responses, as they can worsen the situation.
Example Response:
“Thank you for your feedback. We are sorry to hear that you were not satisfied with your experience. Our goal is to provide excellent legal representation and client service. Please reach out to our office at [phone/email] so we can discuss your concerns further.”
This type of response shows potential clients that you take feedback seriously while avoiding an online argument.
2. Avoid Disclosing Confidential Information
Attorneys must be mindful of ethical obligations when responding to online reviews. Never discuss case details or confidential information, even if the client has already shared them publicly.
The American Bar Association issued a formal opinion on this, stating: Lawyers who choose to respond online must not disclose information that relates to a client matter, or that could reasonably lead to the discovery of confidential information by another, in the response. Lawyers may post an invitation to contact the lawyer privately to resolve the matter. Another permissible online response would be to indicate that professional considerations preclude a response.
Instead, keep responses general and invite the client to discuss the matter privately.
Example Response:
“The ABA Standing Committee on Ethics and Professional Responsibility says that professional considerations preclude a response. Please reach out to us privately and we’ll be happy to discuss further.”
3. Report Fake or Malicious Reviews
If you suspect a review is fraudulent—whether from a competitor or someone who was never a client—you can take steps to have it removed. Platforms like Google and Yelp do allow businesses to flag and dispute fake reviews, although removal is rare unless it flagrantly violates the platform’s terms of use or if the review is clearly for another business entity. (In one example, we were able to get a review removed for a law firm that rated them as having the “worst fried chicken in the city!”)
4. Take the Conversation Offline
Whenever possible, move discussions away from public forums. A phone call or face-to-face meeting can help resolve issues more effectively than an online back-and-forth. If the issue is successfully addressed, the client may even update or remove the negative review.
Don’t Be So Negative About a Few Negative Reviews
Many law firms strive for a perfect 5.0 rating, but studies show that having one or two negative reviews can actually make your firm seem more legitimate. A survey by PowerReviews found that 82% of consumers specifically seek out negative reviews because they perceive a mix of positive and negative feedback as more authentic. Consumers are skeptical of a flawless rating, assuming it may be manipulated or fake.
A few well-managed negative reviews demonstrate transparency and give potential clients a balanced view of what to expect. When firms respond professionally to criticism, it shows responsiveness and a commitment to client satisfaction, which can ultimately build more trust than an unblemished but questionable review history.
Showcasing Testimonials to Boost Your Firm’s Reputation
While reviews appear organically on third-party sites, law firms should also actively promote positive testimonials on their website and marketing materials. Here’s how:
1. Create a Dedicated Testimonials Page
Having a designated page on your website featuring client testimonials reinforces your credibility. Include a mix of written reviews and video testimonials if possible, as videos can be more persuasive.
2. Highlight Reviews on Social Media
Sharing client success stories on platforms like LinkedIn, Facebook, and Instagram helps showcase positive experiences and engage with a broader audience. Be sure to obtain client consent before posting.
3. Integrate Testimonials into Attorney Bios
Potential clients often read attorney profiles before contacting a firm. Adding a few strong testimonials to individual lawyer pages can enhance credibility and trust.
4. Use Reviews in Paid Advertising
Positive reviews can be repurposed in Google Ads, social media ads, or print marketing to bolster your firm’s reputation and attract more leads.
Make Online Reputation Management a Priority
In an era where online presence influences consumer decisions more than ever, law firms must actively manage and optimize their online reputation. By encouraging satisfied clients to leave reviews, responding to negative feedback with professionalism, and showcasing positive testimonials strategically, law firms can build a strong, credible, and client-focused brand.
Taking control of your online reputation isn’t just about damage control—it’s a proactive strategy for growth, client retention, and long-term success in the legal industry.
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