Your online reputation shapes potential clients' first impression before they ever contact you. Reviews, search results, and social mentions influence whether someone chooses your firm. Reputation management isn't just damage control—it's proactive building and protection of your most valuable marketing asset: trust.
Why Reputation Matters for Law Firms
Impact on Client Decisions
- 87% of consumers read online reviews for local businesses
- 84% trust online reviews as much as personal recommendations
- Potential clients research attorneys before calling
- Negative reviews can kill leads before they start
SEO Impact
- Reviews are a local ranking factor
- Star ratings appear in search results
- Review sentiment may influence rankings
- Reviews generate fresh, relevant content
Reputation Monitoring
What to Monitor
- Review sites: Google, Avvo, Yelp, Facebook
- Legal directories: Martindale-Hubbell, FindLaw, Justia
- Social media: Mentions and comments
- Search results: What appears when you're Googled
- News and media: Press coverage
Monitoring Tools
- Google Alerts for firm and attorney names
- Review monitoring platforms
- Social listening tools
- Regular manual searches
Building Positive Reviews
Review Generation Strategy
- Timing: Ask after successful case resolution
- Process: Make it easy with direct links
- Consistency: Ask every satisfied client
- Training: Prepare staff to identify opportunities
- Follow-up: Send reminder emails
Where to Focus Reviews
- Google: Highest priority for local SEO
- Avvo: Important for legal-specific searches
- Yelp: Matters for consumer-facing practices
- Facebook: Social proof and visibility
Review Request Best Practices
- Ask in person when possible
- Follow up with email containing direct link
- Make the process as simple as possible
- Never offer incentives (violates guidelines)
- Don't ask for "5-star" reviews—ask for honest feedback
Responding to Reviews
Positive Review Responses
- Thank the reviewer specifically
- Personalize when possible (without revealing case details)
- Keep responses professional and genuine
- Respond promptly
Negative Review Responses
- Stay calm: Never respond emotionally
- Respond quickly: Within 24-48 hours
- Take it offline: Offer to discuss privately
- Don't argue: Acknowledge concerns professionally
- Confidentiality: Never reveal client information
- Learn: Consider if criticism has merit
When to Seek Removal
- Review violates platform guidelines
- Reviewer was never a client
- Review contains false statements
- Review includes confidential information
Managing Search Results
Controlling Page One
The first page of search results for your firm name shapes perception:
- Optimize your website for brand searches
- Complete all legal directory profiles
- Maintain active social media profiles
- Publish content that can rank for your name
- Build quality backlinks to properties you control
Suppressing Negative Results
- Create quality content that can outrank negatives
- Build links to positive properties
- Keep multiple profiles active and updated
- Guest post on authoritative sites
- Pursue legitimate removal when possible
Social Media Reputation
Platform Management
- Claim profiles on major platforms
- Maintain consistent branding
- Post professional content regularly
- Respond to comments and messages
- Monitor for mentions
Crisis Prevention
- Have social media policies for all staff
- Review before posting
- Avoid controversial topics
- Respond carefully to negative interactions
Handling Reputation Crises
Crisis Response Plan
- Assess the situation before responding
- Determine appropriate response channel
- Prepare clear, honest messaging
- Respond promptly but thoughtfully
- Monitor ongoing conversation
- Learn and improve from the situation
When to Involve Professionals
- Media attention on negative story
- Defamatory content requiring legal action
- Large-scale reputation damage
- Persistent, coordinated attacks
Proactive Reputation Building
Thought Leadership
- Publish valuable content regularly
- Speak at industry events
- Contribute to legal publications
- Participate in professional organizations
Community Involvement
- Pro bono work
- Local community support
- Professional mentorship
- Industry leadership
Measuring Reputation
Key Metrics
- Overall star ratings across platforms
- Review volume and velocity
- Sentiment analysis of reviews
- Search result composition for brand terms
- Social media sentiment
Reputation as Asset
Your reputation is built one interaction, one review, one search result at a time. Proactive reputation management isn't vanity—it's protecting an asset that directly impacts your ability to attract clients.
Focus on earning positive reviews through excellent service, respond thoughtfully to all feedback, and build a digital presence that accurately represents the quality of your practice. In the long run, the best reputation strategy is simply being the firm you want to be known as—then making sure the digital world reflects that reality.