How Lawyers Can Get More Google Business Profile Reviews
A guide for law firms to collect more Google reviews through outreach to past clients, personal networks, recent case wins, consultation follow-ups, and employee incentive programs.
Reviews are crucial for law firm success because they directly impact both Maps Pack rankings and conversion rates.
Google uses review quantity, quality, and velocity as key ranking factors, while potential clients heavily rely on reviews for decision-making.
Studies show that 84% of people trust online reviews as much as personal recommendations, and listings with over 100 reviews get 520% more actions than those with fewer reviews.
1. Contacting past customers
To optimize review collection, compile a list of past customers who had positive experiences. Gather:
Full name
Phone number and email
Case details
Personally reach out via phone and text for feedback, as these methods yield higher response rates than emails.
“Hey [Name] – my name is Ryan Stewart, I’m with XZY law firm, how are you today? I’m good thanks. My records show that we were able to help you collect from your case back in [DATE]. I’m reaching out to ask a small favor – if I send you a link, do you have 30 seconds to leave us a review?
Great, I just texted it to you – thank you so much!
Wait 24 hours, then follow up via text if no review is received.
2. Ask your network
This section emphasizes the significance of seeking reviews from family, friends, and colleagues to enhance the firm’s reputation. It outlines key steps to effectively engage these close contacts in highlighting the firm’s values and authenticity.
Identify Inner Circle Contacts: Compile a list of close contacts such as family members, close friends, former colleagues, classmates, and second-degree connections who are likely to provide genuine and supportive reviews.
Highlight Core Values: Instruct contacts to emphasize specific aspects of the firm’s identity, including its strong work ethic, passion for the legal profession, dedication to serving the local community, and unwavering commitment to integrity and ethical practices. These values should resonate with potential clients and serve as compelling reasons for them to choose the firm.
Encourage Authenticity: Guide contacts to share authentic and honest feedback based on their personal experiences and observations. While they may not be able to provide detailed insights into legal matters, their perspectives on the firm’s character, professionalism, and values are invaluable in building trust and credibility with prospective clients.
Express Gratitude and Reciprocity: Show appreciation to contacts for taking the time to support the firm by leaving reviews. Consider expressing gratitude through personalized messages or gestures, and be willing to reciprocate support by acknowledging and praising their own achievements or endeavors.
Ensure Transparency: Remind contacts to avoid posting self-serving or misleading reviews that may compromise the firm’s credibility. Encourage transparency by having contacts post reviews on behalf of their own experiences rather than directly on behalf of the firm. This helps maintain authenticity and trustworthiness in the review process.
3. Post case follow ups
Your best source of reviews will come from clients with recent wins. Call them and ask for a review:
“Hey [Name] – my name is Ryan Stewart, I’m with XZY law firm, how are you today? I’m good thanks. My records show that we were able to help you collect from your case back in [DATE]. I’m reaching out to ask a small favor – if I send you a link, do you have 30 seconds to leave us a review?
Great, I just texted it to you – thank you so much!
4. Post consultation follow ups
Not all of your reviews have to come from signed cases. During your intakes / consultation process you will help a lot of people along the way (even if they don’t become a client). These leads are a good source of reviews if you follow up with them the right way.
Within 24 hours of a consultation, place a follow up call – DO NOT ASK FOR A REVIEW, but instead frame the call as a “how did we do / how else can we help”?
“Hey [Name] – my name is Ryan Stewart, I’m with XZY law firm, how are you today? I’m good thanks.
Earlier today you had a consultation with our lead attorney – I am just calling to follow up and see how it went?
Was he / she helpful even though we won’t be working together?
Yes? Awesome, we are committed to serving our community even if we don’t end up working together.
Could I ask you a small favor? If I send you a link, do you have 30 seconds to leave us a review?
Great, I just texted it to you – thank you so much!
5. Incentivization programs
If you have a large business with multiple employees, activate them – the more people you have soliciting reviews the more you will get. We encourage you to launch incentivization programs that empower your team to do the heavy lifting in exchange for rewards. Each month, the person who generates the most reviews can be rewarded with a cash bonus, gift cards or extra days off. They should follow the same strategies laid out here to generate reviews.
You’ve just completed Chapter 6 in our massive guide on Local SEO for law firms. Use the links below to continue to the next chapters:
Our Traffic Projection Tool Will Show Your Website’s True Potential (aKA How Much Money You Should Be Making).
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