How Law Firms Build Trust Through Review Management
Hiring a lawyer is one of the highest-trust decisions a consumer makes. People are not choosing a lunch spot. They are choosing someone to handle their divorce, their injury claim, or their business dispute. Trust is everything.
A 2024 Clio Legal Trends Report found 82% of legal consumers read online reviews before contacting a law firm. Firms with 4.5+ star ratings and 50+ reviews receive 2-3x more inquiries than firms with fewer than 10 reviews.
Why Reviews Matter More for Law Firms
Legal services are what economists call "credence goods." Clients often lack the expertise to evaluate service quality directly. They rely on signals. Reviews are the strongest signal available.
A potential client comparing two personal injury firms sees:
- Firm A: 4.8 stars, 127 reviews, owner responds to every review
- Firm B: 3.9 stars, 23 reviews, no responses
Firm A wins the call every time. The reviews communicate trustworthiness, experience, and client care before the prospect ever speaks to an attorney.
Ethical Considerations
Law firms face unique constraints around reviews. State bar rules govern attorney advertising and client communications. Key considerations:
Confidentiality
Never reference case details, outcomes, or client information in a review response. Even if the client shared details in their review, the attorney must maintain confidentiality. A safe response: "Thank you for your kind words. We are glad we could help."
Solicitation Rules
Most state bars allow asking satisfied clients for reviews. The request must be general (not tied to a specific outcome) and voluntary. Check your state bar's advertising rules before implementing a review solicitation program.
No Guarantees
Review responses must not imply guaranteed outcomes. Avoid phrases like "we win every case" or "we guarantee results."
Building a Review Generation System
When to Ask
The ideal time to ask for a review is after a successful case resolution when the client expresses satisfaction. This is when gratitude and relief are highest.
For ongoing matters (estate planning, business law), ask after key milestones: "We've completed your LLC formation. If you're happy with the process, a Google review helps other business owners find us."
How to Ask
A personal email from the managing attorney converts best. Template:
Hi [Name], it was a privilege to work with you on [general matter type]. If you had a positive experience with our firm, we'd be grateful for a Google review. Here is the direct link: [link]. Thank you for trusting us with your matter.
Volume Targets
Aim for 2-4 new reviews per month for a small firm. This maintains freshness and steadily builds your review count. At this rate, a firm reaches 50+ reviews within a year.
Responding to Reviews as a Law Firm
Positive Reviews
Keep responses warm but brief. Thank the client without referencing case specifics. Example: "Thank you for trusting our team, [Name]. It was a pleasure working with you."
Negative Reviews
Negative reviews about law firms often involve emotional situations (custody battles, criminal charges, lost cases). Respond with empathy and professionalism. Never argue the merits of a case publicly.
Template: "We take all feedback seriously and are sorry to hear about your experience. We invite you to contact our office directly at [phone] so we discuss your concerns privately."
Fake or Defamatory Reviews
Law firms occasionally receive reviews from opposing parties or people they never represented. Flag these for removal through the platform's dispute process. Document the review with screenshots in case further action is needed.
Practice Area-Specific Strategies
Personal injury: Clients are often grateful after settlements. High emotional investment leads to detailed, positive reviews. Ask within a week of case resolution.
Family law: Mixed emotions make review requests sensitive. Only ask clients who express clear satisfaction. Timing matters more here than in any other practice area.
Criminal defense: Clients value discretion. Some prefer not to leave public reviews. Respect this completely. Focus review generation on clients who proactively express gratitude.
Business law: Business clients leave fewer reviews spontaneously but respond well to professional email requests. Their reviews tend to be detailed and credibility-boosting.
Tracking Your Progress
Monitor these metrics monthly:
- Total review count across Google, Avvo, and Lawyers.com
- Average star rating (target: 4.5+)
- Response rate (target: 100%)
- New reviews per month (target: 2-4 for small firms, 8-10 for mid-size)
ReviewStack monitors your reviews, drafts ethically appropriate responses, and tracks these metrics automatically. Built for businesses that need to maintain the highest standards of professionalism in every client interaction.