Lawyer Marketing Insights | 4 min read

3 effective online review strategies for law firms

Posted by FindLaw | November 26, 2024

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Any solo attorney or small law firm who wants to develop new business can’t afford to ignore the power of online reviews as a marketing tool. They are no longer just “nice to have” for solo attorneys and small law firms — they’re an integral part of the decision-making process for prospective clients. In fact, FindLaw’s recent U.S. Consumer Legal Needs Survey shows that 82% of respondents who contacted an attorney and learned about them online reported using online reviews, and nearly 40% said those reviews were their primary source of information.

Furthermore, clients often perceive firms with robust, positive reviews as more trustworthy and competent. Law firms that want to compete for new business must proactively cultivate their online presence and engage with reviews to remain competitive. Here are three strategic ways your firm can use online reviews to generate new business:

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Meet clients where they are

Use negative reviews as an opportunity for improvement

Be intentional in building relationships with future clients

1. Meet clients where they are

FindLaw research shows that prospective clients typically select from the top three search engine results when looking up information on law firms. As they do, they pay attention to a firm’s overall rating, the quantity of reviews, and whether and how the law firm has responded to reviews. There are three takeaways here:

It’s a good idea to politely ask clients to write you a review. Most clients don’t mind being tactfully asked, and it’s a good way to build up a robust body of reviews. Timing also matters: FindLaw research shows that 25% of legal clients want law firms to contact them for a review request within three days, so the best time to ask for a review is immediately after a successful resolution of a matter, when the client is likely feeling the most positive about their experience and their recollections are fresh.

As for the best channel, clients seem to be evenly divided between email, in-person, and text message, so it’s okay to use whichever works best for you at the start. You may want to focus more on one over the others if you notice that one channel is more effective.

Your response to reviews helps potential clients develop an impression of you. It doesn’t have to be much — “Thank you, Sara, for entrusting your matter to us! It was a pleasure working with you.” would be just fine — but it’s a simple step that can go a long way. Potential clients look at the responses to reviews as well as the reviews themselves, so don’t miss out on the opportunity to build a positive first impression.

Be present on more than one platform. Google might be the dominant search engine, but it isn’t the only place people read and write reviews. 41% of clients are using more than three websites to check business reviews, so meet your prospects where they are by extending your firm’s reach to other review platforms.

Leveraging reviews for law firm success: Build credibility and attract more clients

This webcast is designed to empower law firms to take control of their online narratives, turning client feedback into a powerful tool for growth and client acquisition.

Watch webcast

2. Use negative reviews as an opportunity for improvement

It’s inevitable that at some point, your law firm will receive an online review that’s less flattering than you would like. Keep this in mind: You can’t control negative reviews, but you can manage them. If and when you do receive a negative review, approach it head-on with a response that is professional and empathetic. Write for the next reader in mind. If the author of the negative review has written something inaccurate, you can gently correct them without any accusations or flat-out saying they’re wrong. Whomever reads that interaction, then, will understand that you care about your clients’ experiences and will see you as a person of integrity.

Also, if a common complaint emerges in review after review, it is a good indicator that some element of your relationship-building skills may need a little polish. For example, if several reviews mention that you are slow in returning correspondence, take it as an opportunity to improve in that area.

3. Be intentional in building relationships with future clients

Clients are more likely to leave favorable reviews if you have fostered a connection with them from the start. Before and after their signed engagement letter lands on your desk, ensure they feel valued and supported throughout their legal matter by communicating frequently. You can also designate a team member from your firm to manage review follow-ups and responses. This will lead to better client service and improved relationships, which in turn might help bring in more referrals down the road.

Online reviews give your clients a chance to tell their own story and share their experience. Help them see that their reflections and thoughts are valid, which will ultimately help drive and grow your business. Learn more from our digital legal marketing experts in our webcast, “Leveraging reviews for law firm success,” now available for on-demand viewing.