Would you like more 5-star Google reviews? Based on what works best for my clients, here are my best practice tips for how law firms can gain high-quality Google reviews and what to do when you receive a review.
Let’s get started!
Disclaimer
Sometimes it might not be appropriate to ask for a Google review. This depends on the nature of the matter and other factors. So always use your best judgement.
First, why are Google reviews important?
Many reasons. Importantly, when someone searches Google for your law firm, they will usually see your Google maps listing. This includes your Google reviews. So it helps to make an excellent first impression.
Plus, getting 5-star Google reviews can help you get on the ‘Map Pack’. Which are the top 3 listings on Google maps for a keyword (e.g. Brisbane Lawyers).
Google reviews are also good for your local SEO, online reputation and Google reviews are considered to be reasonably trust-worthy / authentic.
How to get more Google reviews (5 tips)
- Do a great job
- Timing is important. Ask your client when they are totally stoked about your law firm. This might be after you’ve delivered an outstanding result. Leave it too late, and they might not be so responsive to your request.
- Contact them using their preferred method of contact (e.g. call, email or text).
- Use a template and customise it for each client. I’ve got one on my website. You can find it here. But generally: keep it short and sweet, include a direct link to your Google reviews (you can find this in your Google My Business account), and mention that your new clients enjoy reading reviews from other clients.
- Contact old clients, ongoing clients, people who have left a positive Facebook review, people who have sent a nice email saying how happy they were and business partners (e.g. doctors, accountants, barristers, etc). Basically, who might leave you a positive review?
How to ask for reviews without annoying your clients
Some law firms seem reluctant to ask for a review. Maybe they think it appears needy. Or they don’t want to ‘annoy’ their clients? Etc.
But in my experience, most reasonable people aren’t annoyed when they’re asked to leave a review.
In fact, considering how many other businesses do it these days, I would argue that most clients would anticipate the request. In other words, it’s pretty much expected.
And if a client is annoyed, what’s the worst that could happen? Just don’t chase them up. So, I usually don’t follow up with clients for a review. I generally encourage law firms to ask once.
Why you should reply to all Google reviews
I suggest you reply to all reviews. Even the negative ones.
This shows prospects how you deal with unhappy (or difficult) clients. And for many people, they’ll focus more on negative reviews.
When you reply, don’t blame the unhappy client. Be very careful with what you write.
General rule: make it clear that you’re concerned and that you want to rectify the issue (even if you suspect it’s a fake review).
Don’t forget to add Google reviews to your website
Some law firms are using ‘plain text testimonials’ on their website.
I generally prefer adding Google reviews to a law firm website. And linking to the source (i.e. your Google reviews).
This ‘authenticates’ your reviews and enhances your ‘social proof’.
In other words, it shows people that your reviews are most likely from a real person.
Go the extra mile and add a headshot of the client who wrote the review. You can just download it from their Google review.
But, if they don’t have a photo, ask to use their Facebook profile photo. If you don’t feel comfortable with that, consider using the Google logo next to the review on your website. This just makes it look more authentic to some people.
The Takeaway
Google reviews play a critical and increasingly important role in developing your online presence to ultimately gain more high-quality clients.
It’s even important for B2B legal services (e.g. commercial). Why? Because many lawyers will check a law firm’s online presence before referring a matter. Of course, potential clients (even with a referral) will then do the same before contacting you and check the reviews of your competitors.
So it’s really important to get this right.
If you have any more questions, please get in touch here.
About the Author
Brendan Kelso (B Comm LLB Hons) is the Founder of Legalsites. This is an Australian law firm marketing agency. Services include websites, SEO, Google Ads, logos, branding, copywriting, etc. Helping law firms get more leads, more clients and more profit. Want to learn more? Contact Legalsites here. And download the free law firm marketing plan. He also hosts the Better Law Firm Marketing podcast.