It's surprising how many law firms overlook the significance of soliciting testimonials from their clients. Over the years, I've heard various excuses for this oversite, ranging from the fear of negative feedback and its potential impact on their practice, to discomfort with the idea of asking for reviews, which some perceive as unprofessional. Additionally, there's often uncertainty about how to handle negative reviews both personally and ethically. Some firms lack a streamlined process for collecting reviews, while others assume their clients don't have access to platforms like Google to leave reviews. Moreover, there's a lack of understanding among some attorneys regarding the significant power and impact that reviews can have on their practice. Genuine reviews can bolster your reputation and build trust among potential clients.
So how do you get clients to provide testimonials? Before asking for a review, it's crucial to establish a process.
First, determine where you want clients to leave reviews? Do you prefer online reviews using Google, Facebook, LinkedIn, AVVO, Yelp, or Glassdoor? Do you want written testimonials for sharing on your website, or video testimonials for a more personal touch? Offering multiple options makes it easy for clients to leave reviews. Once these structures are in place, ensure you guide your clients on how to access and leave a review.
Next, identify satisfied clients and ask them for a review. You should integrate the request for reviews into your end-of-engagement or matter-closing process. This could be a verbal ask, or better yet, leave them with a handout detailing the available options. Remember, you only have to ask those that are happy and satisfied. A client that has had a positive experience working with you is often more than willing to leave a testimonial.
Finally, make sure to share those reviews. Sharing testimonials from credible sources shows potential clients and referral partners that you are trustworthy and reliable. While most state bar associations allow client testimonials on websites, social media, direct marketing pieces, it is important to comply with your state's ethics rules, restrictions and disclaimers regarding attorney advertising and testimonials.
Still not convinced of the power and impact of reviews?
Unlocking the SEO and Trust-Building Power of Google Reviews
Client reviews on Google aren't just compliments; they're powerful tools for boosting your law firm's online presence and attracting more clients. Positive reviews:
Boost your search ranking: Google sees them as a sign of credibility, ranking your firm higher in local searches, where potential clients are actively looking for services.
Build trust and credibility: Genuine testimonials act as social proof, showcasing your expertise and trustworthiness to potential clients who rely on peer feedback.
Attract more clients: High star ratings and positive reviews increase website click-through rates, bringing more qualified leads to your door.
Additional Resources
In case you missed it, you can catch up on Reputation Management for Lawyers: It’s Not Just About Deleting Bad Reviews, Developing a Comprehensive Reputation Management Strategy, Handling and Responding to Positive and Negative Reviews, Getting Reviews Removed and Working with a Reputation Management Agency.
