How to manage online reviews and feedback for your law firm?
How to Manage Online Reviews and Feedback for Your Law Firm
In today’s increasingly digital world, online reputation plays a crucial role in the success of your legal practice. Prospective clients often search online to evaluate law firms before reaching out, and client feedback—particularly reviews—can influence their decision significantly. Managing online reviews and feedback effectively is no longer optional; it’s an essential component of your digital marketing strategy.
Why Online Reviews Matter for Law Firms
Online reviews serve as social proof. A strong collection of positive reviews can enhance your firm’s credibility and increase your conversion rates. Conversely, even a few negative reviews—if not managed appropriately—can deter potential clients and harm your search engine rankings. In essence, managing your online reputation impacts both your brand image and your visibility in local search results.
Search engines like Google consider your review profile (quantity, quality and recency of reviews) when determining where your firm should appear in local search packs. Therefore, an active review management strategy supports your broader SEO objectives and complements your overall digital marketing efforts.
Choose the Right Platforms to Monitor
Begin by identifying the key platforms where clients are most likely to leave or read reviews. For law firms targeting clients in the UK, these typically include:
- Google Business Profile (formerly Google My Business)
- Trustpilot
- Yell.com
- Solicitor.info
- Facebook and other social media platforms
- Legal-specific directories such as ReviewSolicitors or The Law Society’s Find a Solicitor tool
Regularly monitor these platforms to ensure that you’re aware of any new reviews, whether positive or negative. Set up alerts where possible to help you respond in a timely manner—a critical aspect of maintaining a healthy online reputation.
Encourage Genuine Client Reviews
Client reviews should always be authentic and in compliance with applicable professional conduct rules. That said, it’s entirely appropriate to support a review acquisition strategy as part of your digital marketing approach. After a successful matter concludes, consider politely asking clients to share their feedback online. Ensure the process is easy and user-friendly by sending them direct links to your preferred review platforms.
It’s also beneficial to build a system into your client journey, such as a post-case follow-up email, that invites feedback and reviews. This helps establish consistency and ensures that satisfied clients contribute positively to your firm’s online presence.
Respond Professionally and Promptly
Timely responses to reviews demonstrate that your firm is engaged and values client input. Whether the feedback is positive or negative, always respond with professionalism. Thank clients for their kind words when reviews are positive, and express your appreciation for their feedback.
If you receive a negative review, remain calm and constructive. Never engage in arguments or disclose confidential information in your responses. Where appropriate, offer to resolve the issue offline and encourage the client to contact your office directly. This not only shows you’re proactive but also signals prospective clients that you are committed to maintaining high standards of service.
Avoid Fake Reviews at All Costs
While it might be tempting to boost your firm’s reputation with fabricated positive reviews, this practice can severely damage your integrity and your rankings if discovered. Google and other platforms have sophisticated systems for identifying inauthentic content, and the Solicitors Regulation Authority (SRA) has strict guidelines around misleading information. Always aim for transparency and truthfulness in all aspects of your online marketing efforts.
Incorporate Reviews into Your Digital Marketing Strategy
Online reviews should not exist in a silo. They should be a part of your wider digital marketing strategy and website content. Consider highlighting favourable testimonials on your website, in email newsletters, or on social media channels. Depending on the platform, share links to specific reviews or use them to create client success stories. This not only improves trust but also optimises conversion by reinforcing the client’s decision to contact your firm.
In addition, consider creating content—such as blog posts—that addresses common points of feedback. By showing that your firm listens and adapts based on reviews, you solidify your position as a client-focused and progressive legal service provider.
Ensure Compliance with Legal and Ethical Standards
When engaging in any form of review management, your firm must adhere to both advertising standards and legal guidelines. The SRA’s Code of Conduct includes provisions on truthfulness and transparency, and the ASA (Advertising Standards Authority) monitors how reviews are presented in advertisements. Ensure that any use of reviews in your marketing materials meets these regulatory requirements.
Monitor and Measure Reputation Performance
You can’t manage what you don’t measure. Use reputation management tools to track your law firm’s review score, response rates, and overall sentiment over time. Platforms like BrightLocal, Podium and Trustpilot offer dashboards and analytics that can provide useful data to inform future strategy. Your SEO consultant or marketing agency should regularly review these metrics and adjust your campaigns accordingly.
Conclusion
Managing online reviews and feedback is a cornerstone of your law firm’s digital marketing efforts. Beyond simply collecting positive testimonials, it involves reputation monitoring, strategic engagement, and ethical practice. With the right approach, your firm can leverage online feedback not only to build trust with prospects but also to improve search visibility and stay competitive in today’s digital-first environment.