Legal consumers control your firm’s reputation — they also can help you manage it

As an attorney at a small law firm, you work hard to build and reinforce your firm’s brand to gain the trust and confidence of potential clients. You have a robust and professional-looking website, a strong presence in reputable online legal directories, and you regularly publish blog posts on legal topics that are relevant to your firm’s practice areas. But what about the things that are outside of your control, like online reviews and comments on social media? What steps is your law firm taking to actively manage reviews and comments?

In the digital age, your law firm’s reputation is more than just word of mouth – it’s a reflection of what legal consumers are saying online. While your firm is likely to welcome positive feedback, not all of the chatter is going to be affirming. Let’s take a closer look at how firms can engage with online reviews and social media comments – both the good and not-so-good – to help foster a more positive conversation.

How important is your law firm's reputation?

For attorneys at small law firms, reputation matters – a lot. FindLaw research shows 86% of legal consumers cited an attorney’s reputation as being one of their top considerations when hiring an attorney. And according to the most recent U.S. Consumer Legal Needs Survey, 82% of respondents who contacted an attorney and learned about them online, reported using online reviews, with nearly 40% saying those reviews were their primary source of information.

Given the significance of online reviews in potential clients’ hiring decisions, your law firm can’t afford to wait on the sidelines. Be part of the conversation by using online reviews to your advantage. That starts by monitoring what people are saying about you online and taking an active role in responding to reviews – both positive and negative ones.

Responding to positive reviews

Many attorneys and small law firms miss out on the tremendous opportunities that positive reviews hold. Think of positive reviews like someone walking up to you in person and giving you a compliment. You wouldn’t just smile and say nothing in return. Respond to glowing reviews by acknowledging the client’s positive experience and expressing your gratitude.  

Your engagement speaks volumes about the type of attorney you are and demonstrates that you care and are committed to client service. Make sure to use positive reviews to your advantage by sharing them on your website and social media.

Responding to negative reviews

It’s always difficult when someone says something negative about you or your law firm. When that criticism is in the form of a negative or one-star review for all to see, it can also influence whether or not a potential client contacts your firm. That’s why it’s so important to not ignore negative reviews but rather respond to them in a respectful way that addresses the former client’s concerns.  

When responding to negative reviews, be empathetic and professional and take care not to use a defensive tone. This approach can help diffuse the power of a negative review and frame you and your law firm in a more positive light.

Review:

“The firm convinced me that I had a strong case and led me to believe that my medical bills would be fully covered. I went through months of interviews and had to see multiple doctors. The trial was agonizing and lasted for days. In the end, it was all for nothing as they LOST!”

Response:

“Thank you for taking the time to share your experience. We understand that the trial was both emotionally and physically taxing. Building a case requires hundreds of hours or work and can last for months or years, so we know the process is not always easy. At our firm, we always strive to provide the best possible representation and support for our clients. We deeply regret that we were unable to secure the full coverage of your medical bills. It’s important to note that the legal process can be unpredictable, and despite our best efforts, outcomes are not always guaranteed. We value your feedback and wish you the best in your recovery.” 

Boosting your reputation on social media

In the digital age, social media platforms are part of the attorney vetting process. What impression of your law firm will they walk away with after visiting your Facebook or Instagram page?

Social media offers a stage on which your small law firm can shine. Use your firm’s social media channels to engage with former and potential clients and be authentic and personable in your posts by sharing content that people are likely to find helpful like blog posts, checklists, and firm updates.

It’s also important to be social! Connect with your audience through comments and messages and be sure to promptly respond – again with an empathetic and professional tone – if you receive any negative comments.

Unlocking the power of online reviews and comments

Many attorneys view online reviews and comments as being largely outside of their control. While it’s true that you can’t control what people say or delete bad reviews, you can take steps to diffuse negative chatter and frame your firm in a more positive light.

Don’t sit idly by. Monitor what people are saying about your law firm by promptly responding to both positive and negative reviews and comments in an authentic and respectful way. By doing so, you can take an active role in helping influence how potential clients view you and your law firm, build a positive reputation, and help grow your business.