When someone searches for a PI lawyer, they see your ads, your listing, and your reviews. Reputation is often the tie-breaker within your broader law firm marketing strategy. The factor that determines whether they call you or the next firm.
Why Reputation Matters
The Research Effect
Before calling, prospects research. They Google your firm name, check reviews, read about you. What they find shapes whether they contact you.
Low ratings or too few reviews create doubt. Strong ratings and review volume build confidence.
The Comparison Factor
When someone is comparing 3-4 PI firms:
- Firm A: 4.8 stars, 250 reviews
- Firm B: 4.2 stars, 45 reviews
- Firm C: 3.6 stars, 12 reviews
All else equal, Firm A wins. The reputation signal breaks ties.
The Conversion Impact
Studies show that one-star improvements in ratings correlate with significant lifts in contact and conversion rates across service industries. Legal is no exception, and firms with poor website design and conversion fundamentals lose even the prospects that reviews send their way.
Google Reviews: The Core
Why Google Dominates
Google reviews appear directly in search results. When someone searches your firm name, they see your rating immediately. No other review platform has this visibility.
What Matters
Star rating: Higher is obviously better. Aim for 4.5+ if possible.
Review volume: More reviews build confidence. 200 reviews at 4.6 is more credible than 10 reviews at 5.0.
Recency: Recent reviews signal ongoing quality. A business with no reviews in the past year looks inactive.
Content: What people write matters. Specific, detailed positive reviews are more convincing than generic “great lawyer.”
Generating Reviews Ethically
Best Practices
- Ask satisfied clients directly after positive outcomes
- Make it easy with direct links to your Google listing
- Time requests when positive feelings are fresh
- Follow up appropriately (a reminder is fine)
What to Avoid
- Offering incentives (discounts, gifts) for reviews
- Coaching clients on what to write (templated reviews look fake)
- Creating or buying fake reviews (Google detects them)
- Review gating (funneling only happy clients to public reviews)
Bar Ethics Considerations
State bar rules on testimonials apply to reviews. Generally:
- Reviews are client testimonials, subject to applicable rules
- You can ask for reviews but can’t dictate content
- Responses must maintain confidentiality
- Some states require disclaimers about testimonials
Check your state bar’s specific requirements.
Handling Negative Reviews
Should You Respond?
Yes, but carefully.
A professional response to a negative review demonstrates:
- You take feedback seriously
- You’re reasonable and professional
- You don’t ignore problems
Others reading the review see your response and judge accordingly.
Response Best Practices
Acknowledge without confirming: Don’t confirm they were a client (confidentiality). Say something like “We take all feedback seriously.”
Apologize for their experience: “We’re sorry you had a disappointing experience” doesn’t admit wrongdoing.
Offer to discuss offline: “Please contact us directly at [email] so we can discuss your concerns.”
Stay professional: Never argue publicly. Even if the review is unfair, defensive responses look bad.
Keep it brief: Long responses seem defensive. Short, professional responses work better.
Example Response
“Thank you for your feedback. We’re sorry to hear about your experience and take all concerns seriously. We’d welcome the opportunity to discuss this further, please contact us directly at [email/phone]. We’re committed to providing excellent service to everyone we work with.”
Can You Remove Negative Reviews?
Only in limited circumstances:
- Review violates Google policies (fake, defamatory, spam)
- Reviewer was never actually a client
- Contains personal information or harassment
Legitimate negative reviews from actual clients generally can’t be removed. The better strategy: generate enough positive reviews that negative ones become diluted.
Beyond Google
Other Platforms
Avvo: Legal-specific, often appears in search results. Less impact than Google but still relevant.
Yelp: Varies by market. More important in some metros than others.
Facebook: Reviews visible to people researching you. Worth maintaining.
BBB: Some prospects check this. Maintaining good standing doesn’t hurt.
Monitor All Platforms
Set up Google Alerts for your firm name. Monitor review platforms periodically. Strong law firm SEO also means your positive content ranks alongside your reviews when prospects search your name. You can’t manage reputation you don’t see.
Building Sustainable Reputation
The Foundation
The most sustainable reputation strategy: excellent service.
- Communicate well
- Meet expectations
- Resolve cases favorably
- Treat people with respect
Happy clients leave positive reviews naturally and refer friends. No amount of reputation management fixes poor service.
The Amplification
Once service quality is solid:
- Ask for reviews systematically
- Make leaving reviews easy
- Respond to all reviews appropriately
- Monitor and address issues
The Long Game
Reputation compounds. A firm with 500 reviews at 4.7 stars has significant competitive advantage. Getting there takes years of consistent quality and systematic review generation.