I was recently interviewed by the Canadian Bar Association’s National Magazine for an article written by Julie Stauffer. We discussed the growing importance of digital presence for law firms, particularly how online reviews influence prospective clients. After reflecting on our conversation, I wanted to expand on some of the points I shared and offer additional insight into how Google reviews can directly benefit your legal practice. They’re just one component of a broader digital presence and an essential part of any modern law firm’s overall marketing strategy.

Direct Benefits of Positive Google Reviews for Your Law Firm

Google reviews play an important role in today’s digital landscape. They are an integral part of Google Maps and show up as part of search results for your law firm.

In fact, more than 90% of people are inclined to check Google Reviews and online testimonials when checking out whether to contact a professional service provider. A strong review profile can be the deciding factor in whether someone chooses to reach out to your firm… or a competitor.

Here’s why Google reviews should be a key part of your law firm’s marketing strategy:

1. Boosts Online Visibility: With millions of pages on the web, maximizing the visibility for your business is important. Google search engine results pages, or SERPs, use relevance, distance, and prominence to provide users with relevant results for each search. Google’s ranking algorithm factors in relevance, distance, and prominence. Positive reviews contribute directly to a firm’s prominence. The more positive, high-quality reviews your firm receives, the more likely you are to appear in local search results, especially in the coveted “Local Pack” on Google Maps.
2. Builds Trust and Enhances Reputation: Positive Google reviews act as powerful social proof. When former clients publicly share that they had a great experience with your firm, it builds credibility with new prospects. For many, reading a handful of five-star reviews is enough to make them pick up the phone and schedule a consultation.
3. Provides Valuable Client Feedback: Reviews also offer insights into how your firm is perceived. Whether the feedback is glowing or constructive, it gives you a window into the client experience. Responding to reviews – positive or negative – demonstrates that you value feedback and are committed to delivering excellent client service.

How to Encourage Google Reviews From Clients

There are several strategies that law firms can use to encourage clients to leave reviews. It is important to make the reviewing process as easy as possible for the client so they’re more likely to take the time to post the review. Here are a few strategies your firm can use:

1. Share a Google Link: Thank the client for their business and ask for their feedback by writing a Google Review. Make it easy for them by sending a direct link to the firm’s Google review page and the steps they need to take. Here are the steps below, but if you’re a Skunkworks client, we can assist you in setting this up.
   • Step 1: Go to your Google Business Profile. Learn how to find your profile.
   • Step 2: In Google Search, click “Ask for reviews” from your Business Profile panel; in Google Maps, go to Customers > Reviews, then click “Get more reviews” to generate and copy your review link.
   • Step 3: Share the link with clients via email or text.
2. Social Media: Encourage reviews by posting a reminder on your firm’s social media channels. Include your Google review link in the post to reduce friction.
3. Use Signage: Display signage in your office encouraging clients to leave a Google review. A printed card with a QR code or short link makes it easier for them to follow through.

A Note of Caution (And Encouragement)

It’s important to remember that making it easy for clients to leave reviews also means that dissatisfied clients have the same access. That’s why it’s essential to proactively ask for reviews from clients who had a positive experience.

A well-rounded review profile with numerous positive reviews can help mitigate the impact of the occasional negative comment. When potential clients see a high volume of authentic, positive feedback, they’re much more likely to view your firm favourably – even if one or two reviews are less than perfect.

If you’re interested in reading more about Google Reviews, here’s the link to the article in The National that inspired this post. If you’d like help setting up or optimizing your firm’s review strategy, don’t hesitate to reach out.