Consumers rarely make decisions without reading reviews – and legal services are no exception. Today’s legal clients rely heavily on online feedback to evaluate professionalism, credibility and service quality before choosing an attorney.
For attorneys, client reviews can do more than attract new clients – they can also provide valuable insight into how clients experience your service and where improvements can be made.
Why client reviews matter in legal services
Legal matters are often complex, emotional and unfamiliar to clients. As a result, prospective clients look to reviews for reassurance that an attorney is trustworthy, communicative and responsive.
Positive client reviews can:
- Build credibility and trust before the first consultation
- Reinforce your firm’s commitment to client service
- Highlight strengths such as communication, empathy and professionalism
Used thoughtfully and ethically, reviews can help support both client acquisition and client retention.
Know the ethics rules before you get started
Although many industries don't regulate client reviews, the legal industry does. Each attorney/firm is responsible for ensuring the use of ratings and information provided in client feedback is compliant with the ethics rules effective in its state. These rules can be complex and vary from state to state. Reach out to your local bar association to learn the most recent ethics and advertising rules related to usage of client feedback and ratings.
Focus on collecting honest reviews
You're in the business of helping people with complex and highly emotional legal matters. It's a given that, in addition to your positive reviews, you'll have a more critical review now and then. As long as these reviews are exceptions to the rule, don't worry too much about them. Instead, focus on amassing as many positive reviews as you can and let your stellar service do the talking.
Respond thoughtfully – and carefully – to client reviews
If you do receive a critical review, don't respond to it right away. It's human nature to defend ourselves when we feel we're being attacked. But take a step back and look at how you want to respond from a customer service perspective. Is the issue being raised something that could be improved or changed? If so, make the change and let the reviewers know their feedback is appreciated and you have worked to fix the issue. If not, respond to them with a sincere apology. Many times, customers will reply in a positive manner or even alter their initial comments.
Expand where clients can share reviews
Different sites appeal to different people, so expanding your business and customer base requires the broadest reach. There are so many effective review sites; register on one site and then add other sites as you become more comfortable. One way to keep track of multiple sites is to set up a schedule. Check reviews on certain sites the same day of each week and things become more manageable.
Here are several traditional sites for attorneys that are very effective:
Most potential clients may not start their review search with these sites, though, so be sure to use some non-traditional sites like:
- Yelp®
- Google Reviews
- Angi
In some cases, you may be the ONLY attorney in your area to use one of these sites. Can you think of a better way to stand out?
Use social media and your website – ethically
In addition to review sites, consider using social media sites like Facebook® andLinkedIn®. Many consumers use social media to connect with businesses and share reviews and comments. Before using social media sites for your business, be sure to check your state ethics rules to ensure you are in compliance. Your local bar association may also have social media guidelines to follow.
And, last but not least, don't forget to use your own business's website. In accordance with your state ethics rules, install a review option or create a reviews page on the site that showcases reviews from other sites.
Turning feedback into better client service
Client reviews aren’t just a marketing tool – they’re a roadmap for improving service. Patterns in feedback can reveal opportunities to:
- Improve communication and responsiveness
- Clarify expectations during representation
- Strengthen the overall client experience
Attorneys who make client feedback part of their service strategy, not just their marketing strategy, are better positioned to build long‑term trust and stronger client relationships.