Good day, and welcome to this edition of LawBARD's 5 Things video series. Today, we're tackling a crucial aspect of law firm marketing: online reputation management. Your digital presence matters now more than ever. What potential clients find about your firm online directly impacts your success. To protect and enhance your reputation, here are five essential steps:
- Monitor Online Reviews and Mentions
- Respond to Online Reviews
- Encourage and Build Positive Reviews
- Ensure Your Online Presence is Accuracy
- Address Negative Reviews Strategically
First thing first, Monitor Online Reviews and Mentions
Just like people check reviews for restaurants, potential clients check law firm reviews before making a decision. That’s why you must track what is said about your firm across platforms, social media, and the web. You need to know what potential clients see when they search for you. There are plenty of tools available to help—so there’s no excuse to ignore your online reputation!
Secondly, Respond to Online Reviews (Both Good & Bad)
Monitoring reviews is just the first step—engaging with them is just as important. You need a strategy for responding to reviews, both positive and negative. And you must follow your state’s bar rules regarding client confidentiality.
For positive reviews, this is pretty easy. Thank the reviewer for their feedback. Acknowledge their specific comments and show your appreciation. Don’t disregard a review because it’s positive. It’s still beneficial to acknowledge the review as engagement builds trust.
For negative reviews, while response is always more difficult, it is crucial. Respond calmly and professionally. Acknowledge their concerns and offer to discuss the matter offline. Never get into an argument online. How you handle negative feedback (criticism) says a lot about your firm’s professionalism. Remember: once a conversation is online, it’s there forever. It doesn’t go away!
Third, Encourage and Build Positive Reviews
The best way to get positive reviews is to ask for them! Make it easy for satisfied clients to leave feedback. Make soliciting for a positive review part of the standard follow up process and invite them to share their experience. By doing this, you can have a candid conversation and address any negative feedback before the client writes the review. You should not shy away from having these conversations even if the outcome wasn’t great or the experience was rocky.
Fourth, Keep Your Online Presence Accuracy and Updated
Your online presence should be accurate and consistent everywhere – Google, social media, directories and your website. Make sure your law firm’s information – name, address, phone number, website – are the same across all platforms. Keep your website fresh with up to date with high-quality content that showcases your firm’s expertise. This builds trust and credibility. Also showcase your reviews by integrating them into your website. It is very easy to add Google and most other reviews to your website. Have your web developer do this.
Lastly, Address Negative Reviews and Misinformation
Sometimes, you might encounter negative content that needs to be addressed. This could include unfair reviews or even false information. Have a plan in place to handle such situations. This might involve contacting the platform to request removal, or in some cases, seeking legal counsel. Remember, one bad review can have the same effect as ten positive Google reviews – so stay proactive.
Effective online reputation management is essential for attracting clients and building a strong digital brand. By prioritizing these five areas, your law firm can thrive in the online world.
That’s all for this episode of LawBARD’s Five Things. Remember, a strong online reputation is key to increasing client intake. If you have any questions, please contact us at info@lawbard.com. Thanks, and have a great day!
