The Importance of Reviews and Reputation Management for Lawyers

Illustration showing two clients with review stars to represent the importance of online reviews for lawyers

When it comes to establishing your law firm’s online reputation, customer reviews matter more than you may realize. Pre-internet, people depended on recommendations from friends, family, or neighbors when they needed an attorney. Now they can access hundreds of reviews with a single click to help them make their choice. The methods have changed, but the fundamental truth remains the same – your clients’ opinions matter.

Your law firm can have fantastic marketing ideas and unbeatable social media strategy, but customer testimonials still carry more weight than all of your marketing efforts combined. According to consumer testing from iLawyerMarketing in 2017, the vast majority of prospective clients won’t even consider a firm or lawyer with less than 4 stars.

What Does This Mean for My Law Firm?

Having a solid base of positive customer reviews is the key to bringing in new clients and increasing your revenue.

  • Glowing reviews from real people offers the best social proof your firm can get.
  • Customer testimonials not only humanize your firm, they also establish your reputation as a leader in your area of practice and make prospective customers more likely to choose your firm over your competition.
  • Existing customers report higher levels of satisfaction with the firms they work with after existing customers read complimentary customer testimonials.
  • A substantial cache of positive reviews is a key factor in local seo for attorneys, which increases your visibility.

How Can My Law Firm Get Good Reviews?

Satisfied legal clients are obviously the best source for good reviews. When a client expresses appreciation for a job well done or thanks you for your services, don’t hesitate to ask them if they’d be willing to provide a client review of your law firm. Offer basic questions or a survey to help them write a concise review.

What If My Firm Gets A Bad Review?

No matter how good the attorneys at your firm are, you’ll likely encounter a bad review at some point. Despite your good work, there are bound to be some clients that are impossible to please. The way you handle negative feedback is a huge factor in establishing a positive, professional reputation. Bad reviews can repel prospective clients or lower your SEO ranking, so you should know how to respond to negative reviews.

  • Don’t ignore bad reviews or go on the defensive and resort to personal attacks. Never mention confidential information about the case.
  • Do respond professionally by remaining calm and inviting the reviewer to discuss their dissatisfaction privately.
  • Don’t pay for reviews or purchase fake reviews. It’s unethical, sometimes illegal, and pay lead to a suspension or warning stamp on your profile. If you suspect a competitor is purchasing reviews, report it.
  • Do ask satisfied clients to leave a review and offer surveys to guide responses.
  • Don’t ask employees or lawyer peers to leave reviews, or publicly solicit reviews. It’s unprofessional and against SEO guidelines.
  • Do contact previous clients to see if they would be willing to submit a customer testimonial.

How Can I Manage My Firm’s Online Reputation?

You should always stay on top of what your clients are saying about your firm. Whether it’s good or bad, you need to be in the know. While you can’t control the opinions your clients express, there are several things you can do to manage your online reputation.

  • Always claim your profile on review sites. Search targeted keywords to find out which sites are most important in your target market. Common review sites are a good place to start: Google My Business (GMB), Yelp, AVVO, Justia, and Facebook.
  • Measure your stats to pinpoint where most of your reviews are coming from. If one site, such as Yelp, is especially effective at bringing in new clients, consider advertising there or using page upgrades.
  • Create a page on your website for testimonials or a reviews landing page. Highlight the best ones on your homepage.
  • Try to prevent negative reviews by watching for warning signs that a client is dissatisfied. Talk to them to see what they need and change aspects of your business that might lead to negative comments.
  • Give your attorneys plenty of positive exposure by creating or claiming profiles for individual practitioners and highlighting their specialties.
  • Weave testimonials into articles about specific areas of law that you cover or use multimedia to display them.

If you’d like assistance with managing your firm’s online reputation, we’re here to help. Please call 678-824-5560.

ABOUT THE AUTHOR

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Lakeita Hannah

Lakeita has been working in digital marketing for several years now specializing in SEO, Local Search Optimization, Google My Business, and Social Media Marketing. She first fell in love with marketing in high school from browsing through magazines. Her passion is business, the arts, and being creative which she explores in her spare time.

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