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 their full name, phone number and email, and case details.

Personally reach out via phone and text for feedback, as these methods yield higher response rates than emails.

Wait 24 hours, then follow up via text if no review is received.

2. Ask Your Network

Seek reviews from family, friends, and colleagues to enhance the firm's reputation. These close contacts can highlight the firm's values and authenticity.

• Identify Inner Circle Contacts: Compile a list of 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 the firm's strong work ethic, passion for the legal profession, dedication to serving the local community, and commitment to integrity and ethical practices.
• Encourage Authenticity: Guide contacts to share authentic and honest feedback based on their personal experiences. Their perspectives on character, professionalism, and values are invaluable in building trust.
• Express Gratitude: Show appreciation through personalized messages or gestures, and be willing to reciprocate support.
• Ensure Transparency: Remind contacts to avoid self-serving or misleading reviews. Have contacts post reviews based on their own experiences rather than directly on behalf of the firm.

3. Post Case Follow Ups

Your best source of reviews will come from clients with recent wins. Call them and ask for a review using the same script as above:

4. Post Consultation Follow Ups

Not all of your reviews have to come from signed cases. During your intakes and 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 directly, but instead frame the call as a "how did we do / how else can we help?"

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. 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.

Responding To Reviews

Responding to every review — positive and negative — is essential for both SEO and reputation management. Google has indicated that owner responses are factored into local ranking algorithms.

Responding To Positive Reviews

Thank the reviewer by name, reference something specific about their experience (while maintaining confidentiality), and reinforce your firm's commitment to client satisfaction. Keep responses genuine and vary your language across reviews so they do not appear templated.

Responding To Negative Reviews

Respond promptly, professionally, and empathetically. Acknowledge the frustration without admitting fault or revealing confidential information. Invite them to contact the firm directly to resolve the issue. Never argue with a reviewer publicly. A thoughtful response to a negative review often has a more positive impact on prospective clients than the negative review itself.

Review Velocity Targets

Your target review velocity should exceed that of your top Maps Pack competitors. For most law firms, a realistic target is 5-10 new Google reviews per month. The key is consistency: a steady stream of reviews is far more valuable than occasional bursts followed by months of silence.

Next Steps

With reviews driving social proof and ranking signals, the final piece of the local SEO puzzle is link building. In the next chapter, we cover the three-tier link building strategy that builds the domain authority your firm needs to dominate local search.

Continue to Chapter 7: Link Building →

Ryan Stewart

Founder, WEBRIS

Ryan Stewart is the founder of WEBRIS, a digital marketing agency exclusively serving law firms. With over a decade of experience in SEO and paid media, Ryan has helped hundreds of attorneys grow their practices through data-driven marketing strategies.