Four myths about online reviews dispelled
Think about the last time you purchased a bigger-ticket item or needed to hire someone to work on your home. If you’re like many people, you probably did some research online, including reading online reviews about the products or companies you were contemplating purchasing or hiring. You sought out these reviews even though the websites for these products and companies provided lots of positive and compelling messages. Think about why. If you’re like many people, you likely turn to online reviews because you believe they offer a more real and authentic picture of what a product or service is really like.
Now picture yourself in your potential clients’ shoes. They’re facing a legal issue they don’t know how to solve and need your legal advice and help. While they may be impressed with your legal directory listings and website’s messaging and design, they still readily turn to online reviews because they want to learn more about you and what it’s like to work with your law firm from real people. And whether you love or loathe online reviews, the reality is that they’re a powerful marketing lever. Is your law firm effectively using online reviews to your advantage? Let’s take a closer look at this topic by examining four common myths about online reviews.
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Most legal consumers only want to leave negative reviews
You cannot get rid of negative reviews online
Legal consumers don’t read online reviews when hiring a lawyer
It’s unprofessional to ask clients for reviews
Myth #1: Most legal consumers only want to leave negative online reviews
According to FindLaw research, more than half of all legal consumers leave online reviews and the vast majority of those reviews are positive. The truth is that clients are eager to leave positive reviews and that’s why it’s so important that your firm takes steps to make it as easy as possible for them to do so quickly. When sending email communications to clients, always make sure to include a note encouraging them to leave an online review about working with you and your law firm and make it easy by adding links to your Google Business Profile and Facebook pages.
Myth #2: You cannot get rid of negative reviews online
You cannot control what people say about you or your law firm online. But, with the right reputation management services, you can manage the conversation. If your firm receives a few negative reviews, you can take steps to dilute their prominence by establishing a process for requesting more reviews from satisfied clients. And even how you respond to negative reviews can speak volumes about your character and integrity. Turn a negative review into a potential win by showing potential clients how you’re able to respond to negative feedback in a respective and constructive way.
Myth #3: Legal consumers don’t read online reviews when hiring a lawyer
According to the 2023 US Consumer Legal Needs Survey, 65% of respondents said that online reviews played an important role in their decision to hire an attorney. What types of things are potential clients taking note of in online reviews? In addition to your ability to secure positive outcomes for clients, prospective clients want to know what it’s like to work with you and your law firm. Do you communicate often and effectively? Do you make them feel heard, understood, and respected? While you can’t tell clients what to write in an online review, when requesting reviews, you can provide examples of good reviews and helpful prompts. For example, you can ask clients to describe what it was like to work with your law firm or how you helped them understand their case and legal options.
Myth #4: It’s unprofessional to ask clients for reviews
Clients are going to leave online reviews about you and your law firm no matter what. And if you haven’t established a process for actively requesting those reviews, you’re giving up a lot of influence over the process. The truth is that reviews are an integral component of a law firm’s online image and taking steps to encourage positive reviews can help your firm appeal to future clients. Additionally, reviews impact the visibility of your firm’s Google Business Profile – the more reviews and the more recent reviews you have, the higher you show up in the map section. Take the time to establish a routine process for asking clients for reviews and make that process simple and seamless.
Want to learn more about online reviews and how to leverage reviews to benefit your law firm? Download our guide, Making online reviews work for your law firm.
