13 Marketing Hacks for Law Firms in 2025

We’re a few months into 2025 and it may feel like all your New Year’s goals have been forgotten or put on the back burner… BUT It’s never too late though to try something new and start building fresh client engagement! 

Of course, every year it seems there’s a new social media trend or hack to be trying. 

It’s overwhelming, but …Lawyers, don’t let this stop you! 

I’ve gathered 10 of the most effective, cutting-edge marketing strategies for your firm in 2025! 

And the best part? You don’t need a tech expert or a massive budget to make them work.

Hack #1 - Build Credibility With Client Testimonials and Online Reviews

For law firms, trust is everything. 

Potential clients want proof that you can handle their legal issues effectively. Sometimes it’s hard to feel out a company when all they have are questionable reviews from 10 years ago lining their website. New clients want to see faces and REAL profiles to feel a connection. 

The best way to establish this credibility is through client testimonials and fresh online reviews.

Client Testimonials

Client testimonials are KEY to showing authenticity and credibility. A GREAT way of sharing these is by making videos to post on your social media or embedding them in your website. 

Okay… Client testimonials VIDEOS? 

These may seem difficult to tackle and many customers are not keen on showing their faces on camera. How else can you go about making these videos? 

It’s SO simple. Using Canva, I was able to create 3 different types of FACELESS testimonial videos for you to try! No need for professional footage or flawless backdrops. Clients can send in voice recording or iPhone video–You do the rest! Watch our tutorial here. 

Online Reviews

Have you ever looked at someone else’s online presence and all you saw were old reviews? It doesn’t leave you feeling very good about the company. 

That’s why making sure you ask for reviews from trusted customers is so important. Clients want to see that you’re still improving and growing in the moment.

Worried about how to ask for those reviews? Watch our YouTube video all about it.

The two most important platforms for reviews are:

  • Google Business Profile (Boosts search rankings and attracts organic traffic)
  • Avvo (Trusted legal directory where potential clients actively search for attorneys)

Google reviews help your SEO, and once you hit 100 reviews, your star rating will appear in Google Ads, increasing click-through rates.

Where should you showcase reviews?

  • Your website
  • Social media (LinkedIn, Facebook, Instagram)
  • Google Business Profile
  • Email campaigns

If you need help streamlining the process, set up an automated review request system.

Hack #2 - Use Google Business Profile for Maximum Visibility

One of the first things a client does is a general Google search for law firms in their area. A handful will pop up but which one do they click on and TRUST first? 

The firm that shoots up to the top of the search page with a Google Maps result. 

Appearing in Google Maps results is essential for local law firms. Factors influencing your ranking include:

  • Proximity to searchers
  • Review quality and quantity
  • Profile completeness
  • Local citations (mentions from other local websites)

To optimize your Google Business Profile, ensure that:

  • Your name, address, and phone number exactly match your website and legal directories.
  • Your business categories and services are filled out completely.
  • You regularly post updates, case results (anonymized), and blog links.
  • You upload high-quality photos of your office and team.

For a ranking boost, build local backlinks, such as:

  • A feature on your local bar association’s website
  • Mentions in local newspapers or legal blogs
  • Sponsorships of local events or scholarships

Doing these extra steps to ensure you pop up FIRST will set you ahead of the competition.

Hack #3 - Use Google’s Q&A Feature to Boost SEO

A little-known SEO trick: Google allows you to ask and answer your own questions on your Google Business Profile. Yep. That’s right–Don’t wait for questions to come to boost your searchability but instead get on top of it right now.

List the top 10 questions your firm gets and answer them in 3-5 sentences, using your target keywords and location (e.g., “How much does a divorce lawyer in Chicago cost?”). This creates a keyword-rich FAQ section directly on Google, improving your visibility.

It’s easy, fast, and can be done today. 

Hack #4 - Get Creative With Social Posting

Ok so the truth is… Most people aren’t searching for a lawyer until they urgently need one. How can you stay top-of-mind? By creating short, informative video ads answering common legal questions—while ensuring compliance with legal advertising ethics.

Examples:

  • “What should I do after a car accident?” (Personal Injury)
  • “How do I prepare for a custody battle?” (Family Law)
  • “What are my rights if I’m arrested?” (Criminal Defense)

Another option would be to build your relatability. Some companies focus too much on posting content solely based on the product they are hoping to sell. The thing is: Your clients are not constantly seeking what you’re selling… Instead you need to become a friendly face. 

Creating funny, entertaining, and relevant content means your current and future clients can watch your EVERYDAY (plus they’ll remember you when it matters most). 

Examples: 

  • Interview different attorneys in the office with an interesting question of the day 
  • Office tour 
  • Day In The Life 
  • Games/Challenges/Dance videos

People love to laugh and they love to see a more relatable side to a profession that is mostly serious. Trying out new content trends and videos could be a great way to freshen up your content and make a name for yourself on social media.

Post these videos on:

  • Your website
  • YouTube
  • LinkedIn
  • Facebook & Instagram Ads (budget: $5/day)

When the need for a lawyer arises, your firm will be the trusted expert they remember.

Hack #5 - Make Your Ads Stand Out

The legal industry is competitive, so your ads need to grab attention immediately. With attention spans growing shorter everyday–the average person doom scrolling online needs something out of the box to capture it. 

Here’s how:

  1. Use contrasting colors: If running ads on Facebook (blue interface), add red or yellow banners to your video.
  2. Call out your audience: Start with “Are you facing a DUI charge in Miami?” instead of a generic intro. 
  3. Use pattern interrupts: Show something visually striking—a courtroom setting, a lawyer holding a law book, or a dramatic text overlay.

Hack #6 - Don’t Give Up On Potential Clients

The majority of legal prospects won’t convert on their first visit to your site. Use retargeting ads to stay in front of them until they’re ready.

Two ways to retarget on Meta (Facebook & Instagram):

  1. Meta Pixel: Tracks website visitors and shows them ads later (best for desktop users).
  2. Video View Retargeting: Targets people who have watched at least 25%-50% of your legal tip videos.

Example Strategy:

  1. Run 3-5 FAQ video ads to local audiences.
  2. Retarget those who watch at least 25% with an ad featuring a free consultation offer.

Hack #7 - Upgrade Your Business Card

Forget cheap paper business cards. Use high-quality plastic cards (like credit cards) with your photo on them.

Why?

    • People remember faces, not just names.
    • They feel bad throwing away a premium card, so they keep it.
  • Clients like to know you invest in yourself–So you’ll invest in them.

Consider having two versions:

  1. Luxury plastic cards for potential clients.
  2. Standard paper cards for networking events.

Hack #8 - Update Your Voicemail

Never let potential clients hear a generic voicemail message. Instead, include this phrase at the end:

“I will call you back within 15 minutes.”

Even if you can’t always respond that fast, this urgency dramatically increases the chances that they leave a message instead of calling a competitor. 

Hack #9 - Use Psychological Triggers to Win Clients

People hire lawyers that make them feel good! Use these psychological marketing tricks to build confidence quickly:

  • Give a compliment at the start of every consultation (e.g., “That’s a great question—most people don’t think to ask that!”).
  • Use social proof: Mention similar cases you’ve won.
  • Create urgency: Highlight filing deadlines or statute of limitations deadlines to prompt action.

Hack #10 — Add an AI Chatbot to Your Website

I obviously can’t touch on trending marketing hacks for 2025 without talking about AI! AI is booming in today’s marketing world — and whether you love it or are still a bit skeptical, one thing is certain: if your law firm’s website isn’t using AI, you’re missing out.

Your website should be working for you 24/7, answering questions, engaging visitors, and helping convert them into clients. By adding an AI-powered chatbot, you can:

  • Answer FAQs in real time
  • Collect leads
  • Book consultations while you sleep
  • Keep visitors on your site longer (which also helps SEO!)

Seriously — what are you doing without it?!

Two Simple Tools to Start With:

LawDroid
LawDroid is designed specifically for law firms. It can handle legal-specific FAQs, client intake, and scheduling.

ChatBot.com
This platform works for any industry and is extremely user-friendly for beginners.

✨ Pro Tip: Add a welcome prompt like: “Hi there! Have a legal question? I can help or connect you with an attorney!” to instantly encourage interaction.

Hack #11 - Lead Magnets + Automated Email Follow-ups

Now look, I know email marketing is a thing of the past and you may feel you’ve already mastered it — But don’t underestimate its power — even in 2025, it remains one of the most effective ways to nurture relationships and turn cold leads into paying clients.

Try these two steps to ensure your email marketing is still effective in 2025: 

Step #1:

Start by creating a lead magnet — a valuable, free resource that solves a specific problem for your potential clients. Examples include:

  • The Ultimate Guide to Personal Injury Claims
  • 5 Things You Should Never Say After a Car Accident
  • Free Contract Checklist for Small Business Owners

Once you’ve created this lead magnet, offer it on your website in exchange for an email address. Use a clean, simple sign-up form (tools like Mailchimp, HubSpot, or ConvertKit make this easy).

Step #2

Set up an automated email sequence to follow up with that lead over the next few weeks or months. The key is to stay top-of-mind without being spammy. Your email sequence can look something like this:

  • Email 1 (Immediately after download): Thank them for downloading and introduce your firm.
  • Email 2 (2–3 days later): Share a helpful blog post or quick video related to their legal needs.
  • Email 3 (1 week later): Highlight a client success story or testimonial.
  • Email 4 (2 weeks later): Offer to answer any questions and invite them to book a free consultation.
  • Email 5 (1 month later): Share another resource or legal update.

The best part? Once it’s set up, this system works for you 24/7 — continually nurturing leads while you focus on your clients.

Pro Tip:
Make sure your emails feel personal and human — use their first name, keep the tone conversational, and include a real photo of you or your team in the signature.

Hack #12 - Use AI to Generate Content Ideas

To stay at the top of your game, you’ll need to admit you might not always be up to speed on the latest social trends or design aesthetics — and that’s okay! AI can help you stay current, consistent, and ahead of the curve. 

Use AI tools like ChatGPT or Jasper to:

  • Generate blog post ideas
  • Write social captions
  • Brainstorm video scripts
  • Get keyword suggestions for SEO

Quick heads-up! — AI is a fantastic tool for sparking ideas and jumpstarting content creation, but don’t lean on it so much that you lose authenticity. Visitors can spot an overload of AI-generated visuals or text from a mile away. Use AI in moderation, and always pair it with your unique voice and human touch. Stay intentional and thoughtful as you gather ideas and imagery!

Hack #13 - Take Action Today

Don’t let your looming new years goals go to waste… Marketing success isn’t about knowing—it’s about doing. Choose one strategy from this list and implement it within the next 24 hours. One step at a time, one more strategy everyday, and you can still reach your marketing goals for the year.

Need help? We specialize in law firm marketing, from SEO to PPC to social media strategy to content creation. Contact us today for a free consultation!

Get the Top 3 Social Media Post Templates for Law Firms to Grow Your Following and Get New Clients

Engage with prospects and save time with your FREE Canva template kit. This kit features the top 3 social media posts for law firms and directions on how to brand them for your own firm in 5 minutes or less.

Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

How to Handle Responding to Reviews Like a Pro – Even if They Gave Your Firm One Star

You sit down at your desk, sip your coffee and open your email, then it hits you – Google just sent you a notification.  You have a new review for your law firm and it’s not good…someone just left a one-star review with a vague, scathing comment:

“Unprofessional. Would never recommend.”

No details. Nothing to go on, just those 4 damning words.  

So, what’s your first instinct? 

It could be to fire back a rebuttal and explain in painstaking detail exactly how this person is 100% wrong.

Maybe you think that you should just ignore it, hope it goes away and eventually get buried under better reviews.

However, neither of those responses will help your firm’s reputation, nor will they help you get new clients.

The truth is in today’s digital world, your online reputation is just as important as a referral from a trusted friend or family member.  

Getting 5-star reviews is great and should be what you strive for every time!  

However, it’s often how you respond to the bad ones that really determines a prospect’s view of you and if they contact your firm…or call a competitor.  

Think of your online reputation like a courtroom. Every review is a statement on the record.  Your response is your chance to present your best case to the jury.  Remember, the jury is not just the reviewer, but every potential client looking you up online.

In this article, we’ll break down how to handle online reviews like a pro—even the brutal ones—so that you can build trust, attract new clients, and strengthen your law firm’s credibility.

Why Reviews Matter to Law Firms More Than You Think

Let’s try a thought experiment…

Imagine you’re a prospect searching Google for a law firm to handle an important case. You look at Google Maps and find two options that specialize in your case type:

  • Firm A: 4.8 stars with 75 reviews, with many people mentioning the firm’s  responsiveness, expertise, and positive case outcomes.
  • Firm B: 3.9 stars with 12 reviews, including a few complaints about slow communication and poor follow-up.

Which one would YOU trust with your case?

Most people would choose Firm A without hesitation.

Online Reviews Are The New Word-of-Mouth

In the 80s, 90s and 00s, law firms would rely on word-of-mouth referrals from past clients or local business connections. Today, however, Google search has replaced most of this.

Consider the following:
✅ 98% of consumers read online reviews before making a purchase decision. (Forbes)
✅ 50% of consumers trust online reviews as much as personal recommendations from friends and family. (SearchEngineJournal)
✅ A one-star increase in a business’s Yelp rating leads to a 5–9% increase in revenue. (Harvard Business School)

In other words, your reviews aren’t just feedback—they’re money-makers!  You can’t afford to ignore them.

Silent Dealbreakers: The Reviews You Never Knew Cost You Clients

Have you ever thought about the people that searched for a lawyer in your area and did NOT contact you?

Most attorneys focus only on their direct interactions with potential clients—consultations, referrals, networking. But many potential clients decide against calling your firm long before they ever reach out.

Here’s why:

🚩They see too many negative reviews. (Even if they’re unfair, they still create doubt.)
🚩They see too few reviews. (A firm with just 5-10 reviews doesn’t feel established or trustworthy.)
🚩They see unanswered complaints. (Silence from the firm often speaks louder than the bad review itself.)

If your firm is already starting this process with a bunch of positive reviews, that’s awesome.  However, without a sound strategy for responding to any reviews that you have received, you’re missing a massive opportunity to control the narrative about your firm.

Think of reviews like a closing argument in a trial. It’s not just about what’s being said—it’s about how you respond that convinces the jury.

In the next section, we’ll dive into how to professionally handle positive reviews—because yes, even the good ones need a strategic response.

How to Respond to Positive Reviews

A question that clients ask us a lot is “Should I respond to the 5-star reviews that my firm gets?”

YES!

Obviously, happy clients are the goal.  A happy client’s review can speak for itself, but your response can:

  • add credibility to the review by reinforcing that this was a real client
  • strengthen your brand because you are going to thank them for their review and the time it took to leave it, which shows others that you are grateful
  • encourage more feedback

Think of it like a courtroom victory – you’re not just going to shake your client’s hand and call it a day.  You’d reinforce the win by celebrating their success and ensuring they feel valued. The same principle applies to review responses.

Acknowledge Good Feedback to Reinforce Your Brand

The number one mistake firms make with reviews?

When they receive a glowing testimonial, they respond with a generic “Thank you for your review.”

While this is a polite response, it’s not really doing you any favors.  In fact, it’s like an attorney that says “Objection,” but doesn’t say why.  

Simply put, it’s a missed opportunity.

So, what should you do instead?

Personalize the response and show that you really appreciate the time and effort that they put in.  Not only will this be appreciated by the reviewer, but it shows potential clients reading your response that your firm really cares.

Here’s an example of a personalized response:

“[Client Name], we are so glad to hear that you had a positive experience working with our firm and that we achieved the outcome that you were hoping for.  Our team works hard to provide you with great legal representation and your review means a lot to us!  If you ever need legal assistance in the future, please don’t hesitate to reach out!”

Why this works:

  • It’s personal (uses the client’s name).
  • It reinforces your firm’s values (hard work, dedication).
  • It encourages future engagement (keeps the door open for referrals).
  • If a client highlights a specific attorney or team member, mention them in your response! It adds a human touch and shows appreciation for your team.

Leverage Positive Reviews: Don’t Let Them Go to Waste

A great review is more than just a confidence boost—it’s a marketing tool. Most law firms make the mistake of letting good reviews sit idly on Google. 

Instead, put them to work.  We’ll discuss how to do this later in this article.

Encourage Clients to Leave More Detailed Reviews

When someone leaves you a generic 5-star review and says “Great law firm!”, it’s nice.  However, potential clients won’t really learn anything from it. So, it doesn’t help them decide to hire you.

You should encourage your firm’s clients to leave reviews that highlight more specific aspects of their experience.

Here is an example of a review that would be great:

 “The team at [Firm Name] was incredibly responsive and kept me updated throughout my case. I never had to chase them down for answers, and they made the process stress-free. Highly recommended!”

So, how do you get more reviews like this?

  • After a successful case resolution, ask clients directly for a review.
  • Guide them by saying, “It would mean a lot if you could mention what stood out about our service—whether it was communication, expertise, or something else.”
  • Automate review requests using tools like GoHighLevel (which can send a polite follow-up text or email with some suggestions on what to say).

Make Responding to ALL Reviews a Weekly Habit

When you respond to your reviews, it’s not just about being polite and grateful to your current clients.  It’s a strategic way to:

  • build trust
  • attract the high-value cases/clients
  • position your firm as a top choice

To achieve this goal, you should assign a specific person on your team to be your “Review Captain”.  The “Review Captain” will monitor and respond to all online reviews on a weekly basis.

🔜 Next Up: How to handle negative reviews with professionalism—turning 1-star complaints into marketing gold.

How to Handle Negative Reviews Without Hurting Your Firm

It’s happened to all attorneys.

You pour your heart and soul into a case, navigate the complexities of the legal system, and do everything possible to help your client. Then, out of nowhere, a 1-star review appears on Google.

“Terrible experience. Would not recommend.”

No details. No explanation. 

Why would someone leave such a damaging public statement for all of your potential clients to see?

Your gut reaction? 

Anger? You want to defend yourself, set the record straight, or even call out the reviewer. 

Frustration? You feel helpless, watching your firm’s reputation take a hit from someone who may not even be telling the full story.

Nervous? What are you going to say when someone asks about this terrible review?

However, how you respond to that review matters FAR MORE than the review itself. 

In fact, a well-crafted response can turn a negative review into a marketing win. The steps to do that are as follows:

Step 1: Take a 24-Hour Pause Before Reacting

Any time someone says something negative about you, it can trigger a lot of emotions.  If you respond in the heat of the moment, that response may end up doing more hard than good.

Think of it like a tough cross-examination in court. When you react emotionally, you lose control of the story’s narrative. The same principle applies to review responses:

  • stay professional, 
  • stay composed, 
  • and always think strategically.

A Hypothetical Cautionary Tale

A small law firm owner responds angrily to a 1-star review, accusing the client of lying and publicly discussing details of the case. The result?

  • The negative review went viral on social media.
  • The firm’s unprofessional response became the real issue—not the original complaint.
  • The fallout led to lost potential clients, damage to their reputation, and a potential malpractice claim.

What is the lesson to learn from our hypothetical small firm owner? 

Don’t respond to a negative review immediately.  Instead, take a deep breath, step away for a day, and come back with a clear, strategic mindset.

Step 2: Address the Concern Professionally

A bad review doesn’t mean you’ve failed—it’s an opportunity to demonstrate professionalism, empathy, and a commitment to client satisfaction.

Here’s what you’ve been waiting for – the magic formula for a great response to a bad review:

✅ Acknowledge the reviewer – Recognize the reviewer’s frustration.
✅ Empathize with them – Show that you care about client satisfaction.
✅ Offer Resolution (If Possible) – Provide a way to address their concerns.
✅ Take It Offline – Move the conversation away from public view.

Example Response:

“We appreciate your feedback and are sorry to hear you were unsatisfied. Client satisfaction is our priority, and we’d love the opportunity to address your concerns. Please contact us at [email] or [phone] so we can discuss this further.”

Why does this work?

Well, it does a few things:

  • Diffuses the tension: acknowledging their frustration can show you care
  • Showcases professionalism: no arguing and no defensive statements
  • Takes it offline: stops a public conversation and makes it private
  • Reassures potential clients: it shows that you care and take concerns seriously

Step 3: When NOT to Respond Publicly

There are reviews that should not have a public response.  This is because it is likely to make the situation worse.  Here are the red flags that you should look for in a review that should NOT be responded to:

  • 🚩The review has defamatory statements
  • 🚩The review has false accusations
  • 🚩The reviewer was not your client
  • 🚩The review contains confidential information that you cannot ethically acknowledge

If any red flags appear, you’ll want to either:

As an example:

A law firm client of ours once received a false review from someone who was never a client. Instead of engaging in a public argument, they flagged the review, provided Google with documentation, and had it successfully removed.

Look at Negative Reviews as an Opportunity, Not a Problem

Remember, one bad review will not ruin you or your firm.  However, how you handle it can actually help you get MORE clients!

A single bad review won’t ruin your firm. But how you handle it can either build trust or drive clients away.  So always stay professional, show empathy and move the conversation offline.

Review all of your firm’s recent reviews and create a strategy for responding!

🔜 Next Up: How to turn your reviews into a powerful marketing tool that attracts high-value clients.

How to Turn Your Reviews Into Marketing Gold

Stop looking at your reviews as client feedback; instead, use them as a tool to help grow your business.

Your reviews are marketing gold. 

When using your reviews strategically, you can:

  • Enhance your reputation
  • Help you attract high-value clients
  • Improve your website’s Google ranking
  • Build your credibility with potential clients (before they even call you)

It’s similar to word of mouth marketing, but on a larger scale – they are available 24/7 and can influence everyone that is researching your firm.

So, let’s talk about how to use your reviews to help you get more clients!

Get an SEO Boost: How Reviews Help You Rank Higher on Google

The major search engines, like Google and Bing, love to see fresh (new) content.  

Did you know that reviews and review responses count as new content?

This means that Google will prioritize the law firms that respond to their reviews.  This engagement, along with the actual reviews themselves, will improve your local search ranking

Reviews Help Highlight Success Stories: Show, Don’t Just Tell

Have you ever noticed that most law firm websites say they offer “experienced, dedicated and results-driven” services?

However, your savvy prospects will know that this text is just marketing copy.  

How do we convince them easily?

Two words – client testimonials.

Client testimonials allow you to “toot your own horn” without you having to say anything.

So, where exactly do you showcase your best reviews?

  • Website: Put the reviews on your homepage, services page, about us page and be sure to have a “Client Testimonials” page on your website, as well
  • LinkedIn: Share screenshots of each review you receive and pin your favorite to the top
  • Social Media: Use quotes from the review and turn them into engaging graphics – Want a free set of Canva templates for this task and directions on how to use them in 5 minutes?  Check out our free templates here!
  • Email Footers: Add a great review to your email signature
  • Newsletters: Highlight a review in a section of your newsletter

Video Testimonials: The Most Powerful Social Proof

As we have said over and over – written reviews are great!

However, there is a trump card – the video review!

Why?

People trust other people, they want to see faces and form an emotional connection.  It’s very authentic.  This is why video outperforms text every time.  

Now, you may be wondering…How do I get clients to record a great video testimonial?

It is actually pretty easy.  Here’s the best way:

Some people may not want to be on video.  

That’s fine, ask to record their voice.  Then, use that sound bite and overlay it on a graphic.

Want to know how to do this quickly?

Check out our video on how to put this together in under 10 minutes here. 

How To Automate the Review Process: Get More Reviews Without Extra Work

The problem that most attorneys have with reviews is that they just don’t ask.

Let’s take care of that and make it so you never have to remember to ask with AUTOMATION!

Automation makes this easy.  After you close a case, you can send an automatic review request via text message and email.  The request should have a link that they can click on and it takes them directly to be able to leave a review.  Make it as easy as possible for them.

Here are some tools that you can use for automating review requests:

GoHighLevel – Sends automated review requests via text or email.
Podium – Helps streamline client communication and review gathering.
Birdeye – Manages reviews across multiple platforms.

Make Sure That Reviews Work for Your Firm

Remember, you need to use your reviews as a marketing asset:

  • They will boost your SEO and make your firm easy to find
  • They showcase your firm’s strengths to potential clients
  • They provide credibility and build trust instantly
  • They can be automated, so you get more reviews

🔜 Next Up: Conclusion—Bringing it all together and giving your firm a clear action plan for managing and leveraging online reviews.

Your Law Firm’s Online Reputation is in Your Hands

If you get only one thing from this article, it should be this: Online reviews are not just feedback—they are a direct reflection of your firm’s reputation and your ability to attract high-value clients.

  • Positive reviews reinforce credibility, build trust, and serve as social proof for prospective clients.
  • Negative reviews, when handled strategically, can actually enhance your reputation by showing transparency, responsiveness, and a commitment to client satisfaction.
  • Consistently managing reviews gives your firm a competitive edge—boosting your Google ranking, increasing inbound inquiries, and strengthening your brand.

Take Action Now & Own Your Firm’s Reputation

Now that you understand the power of reviews, here’s a checklist to get started:

  • Monitor Your Reviews: Be sure that you are alerted when there is a new review so you can stay on top of feedback
  • Respond Strategically: Follow our formulas to reply with thoughtful responses that showcase your professionalism
  • Set Up Automation: Use a tool like GoHighLevel to collect and manage your reviews on autopilot

Need Help? Let’s Talk.

Reputation management doesn’t have to be overwhelming. 

If you want to automate your firm’s review strategy and ensure every review—good or bad—works in your favor, let’s discuss a plan that fits your needs.  Complete the form below to set up a 15-minute meeting with us.

Why Online Reviews Matter More Than Ever for Law Firms And How To Ask For Them

The Importance of Online Reviews in Today's Legal Market

Picture this:

We have a potential client sitting at their kitchen table, laptop open, searching for a lawyer to handle their case. They type in “[Your City] law firm” and several names pop up. 

Maybe your firm is one of them…will they click on your entry? 

Before they pick up the phone, they do what most people do in today’s digital world—they check the reviews…how do your reviews stand up to your competitors?

Now, let’s imagine they find no reviews for your firm, or worse, a couple of lukewarm comments from years ago. 

What do you think happens next? 

They hit the back button and move on to the next firm—the one with glowing reviews that all have taken place within the last 3 months. 

In a matter of seconds, you’ve lost a potential $4,000+ client, not because of your skills or experience, but because your online presence didn’t inspire confidence…your Google Business Profile is the first impression that you make on potential clients, so it better be good.

For law firms, especially those with two or more attorneys trying to manage marketing in-house or with a less-than-stellar agency, this scenario is all too common. You’re putting in the effort—the website is up, you’re dabbling in social media, maybe even running some ads—but the results aren’t what you expected. 

One crucial piece of the puzzle you might be overlooking? 

The power of online reviews.

In this article, we’ll explore: 

  • why reviews matter more than ever, 

  • how they can build trust,

  • simple effective ways to ask for them without feeling awkward

By the end, you’ll have a roadmap to not only attract more clients but also establish a solid, online reputation that speaks for itself.

Think of online reviews as the modern-day equivalent of word-of-mouth referrals—but on steroids. Back in the day, if someone needed a lawyer, they’d ask friends or family for recommendations. Today, they turn to Google, Yelp, and even platforms like Avvo. 

In fact, studies show that over 50% of people trust online reviews as much as personal recommendations. That’s a huge statistic, especially in a field where trust is everything.

So, why are reviews so powerful?

1.Trust and Credibility:

Imagine walking into a courtroom with no prior case history—the judge and jury don’t know your track record. That’s how potential clients feel when they see a law firm with little to no online presence.

Reviews act as your digital reputation, offering social proof that you’re capable, reliable, and trustworthy. A firm with multiple positive reviews feels like a safer bet, even if the potential client has never met you.

2. SEO Benefits:

 Here’s where it gets even more interesting. Google loves new, positive reviews. The more reviews your firm has—especially on your Google Business Profile — the higher chance you have of ranking in local search results and showing on the Google map pack. 

Think of it like this: reviews are like votes of confidence in the eyes of search engines like Google and Bing. The more ‘votes’ you get, the more visibility you have. This means that even if your website isn’t the flashiest or your social media isn’t going viral, reviews can still help you get more prospects to your website or calling your office.

According to BrightLocal’s 2023 Local Consumer Review Survey, 85% of consumers believe that reviews older than 3 months are no longer relevant. This highlights the importance of continuously gathering fresh reviews to maintain credibility and improve SEO rankings.

3. Decision-Making Impact:

Put yourself in your potential client’s shoes.  How do you think that they are currently feeling?

They’re likely overwhelmed, stressed, and unsure of who to trust with their legal issues. When they see a law firm with a bunch of five-star reviews detailing successful cases and positive experiences – it’s like a sigh of relief. They’re more confident in contacting you, knowing others have had good outcomes with your firm.

The takeaway? 

Reviews aren’t just a “nice-to-have”—they’re a game-changer in today’s competitive legal landscape.

Why Do Law Firms Struggle to Get Reviews?

You might be thinking, “This all sounds great, but getting reviews isn’t exactly easy.” 

And you’re right. 

A  ton of law firms face real challenges when it comes to collecting client reviews—but those challenges can be overcome with the right strategies.

Ethical Concerns & Solutions:

The legal field is bound by strict confidentiality and ethical guidelines, which can make asking for reviews feel like navigating a minefield. You might worry about violating client privacy or appearing unprofessional. 

But here’s the truth: there are ethical ways to request feedback without crossing any lines. For example, you can ask clients to focus on their overall experience—how they felt about your communication, professionalism, and service—without discussing case specifics. 

According to the American Bar Association (ABA), attorneys can ethically request reviews as long as they avoid discussing confidential case details and ensure that any solicited reviews are truthful and not misleading.

The ABA emphasizes that lawyers should not offer incentives in exchange for reviews and must comply with advertising rules set forth by their respective state bar associations. You can read more about this in the ABA’s Law Practice Magazine here.

Timing and Comfort:

Knowing when to ask for a review is half the battle for most attorneys. If you ask too soon, it may seem inappropriate.  If you wait too long, you risk the client forgetting the details of their positive experience. 

So what is the sweet spot? 

Right after a successful case resolution or a positive milestone. 

Picture it like this: your client just won their case, they’re feeling relieved and grateful—that’s the perfect moment to kindly ask for a review.  You did something nice for them, so they will want to do something nice for you.

Tech Challenges:

Let’s face it—not all law firms are tech-savvy, and that’s okay. But relying solely on word-of-mouth or expecting clients to leave reviews without prompting won’t cut it in today’s digital age. 

Automating the review request process can take the pressure off your team and make it easier for clients to leave feedback. Simple tools that send follow-up emails or text messages can dramatically increase your review count with minimal effort. 


The bottom line here? 

The hurdles to getting reviews are real, but they’re not insurmountable. With a thoughtful approach, your firm can start building the kind of online reputation that attracts high-value clients and sets you apart from the competition.  If your competitors can do it, so can you.

How to Effectively Ask For Reviews (Without Being Awkard)

Now that we have covered why reviews matter and how they can be a bit tricky to receive, let’s talk about the “how.” 

Asking for reviews doesn’t have to feel like cross-examining a hostile witness—in fact, with the right approach, it can be a natural part of your client relationship.

1. Personalized Requests

Think about the moments when your client feels most satisfied—perhaps after winning a case, finalizing a settlement, or receiving excellent legal advice. These are the times when clients are most likely to leave positive feedback. 

A simple, heartfelt request can go a long way. For example:

2. Automated Systems

Technology can and should be your best friend here. Use automated tools to send out review requests via email or SMS shortly after a case is resolved. This keeps the process consistent and hassle-free. Tools like Clio Grow, Zapier or GoHighLevel integrate seamlessly with your existing systems, allowing you to request reviews without adding to your workload.

You could also use a QR code on your invoice that leads them right to your Google Business Profile review section.

3. Incentivizing Without Violating Ethics

While offering gifts or discounts in exchange for reviews is a big no-no in the legal world, you can still encourage feedback by emphasizing the impact it has. People like to help people.

Let clients know that their reviews help others find the legal support they need. This creates a sense of community and purpose without crossing any ethical boundaries.

4. Think Outside the Box for Your Firm

Check out our article on 10 Proven Ways to Get More Positive Online Reviews for Your Business 

The best part? 

This process can be completely hands-off for your busy legal team, freeing them up to focus on what they do best—practicing law. 

Where to Focus On Getting Reviews For Your Law Firm: Platforms That Matter

 Not all review platforms are the same.  While it may be tempting to just ask for reviews everywhere, focusing your efforts on the right platforms will help your business grow quickly.

1. Google Business Profile (Formerly Known as Google My Business)

This is the main review platform that you want to receive reviews on. When potential clients search for legal services in your area, Google is usually their first stop. 

Reviews on Google not only influence your credibility but also directly impact your local search rankings. By consistently gathering positive reviews on Google, you can dramatically increase your firm’s visibility in your area.

2. Avvo and Yelp

While Google reigns supreme, platforms like Avvo are crucial for attorneys, as they cater specifically to legal professionals. Avvo allows clients to rate and review lawyers, and many potential clients turn here for more detailed insights. 

Yelp, on the other hand, can help broaden your reach and increase your website’s SEO by being a third-party review platform source.

3. Managing and Responding to Reviews

You can’t just get the reviews—how you reply to them matters just as much. Responding to both positive and negative feedback shows that you value client input and are committed to continuous improvement. 

For positive reviews, a simple “Thank you for your kind words” goes a long way. For negative reviews, address concerns professionally and offer to resolve the issue offline.  For a whole walkthrough on responding to reviews, check out this article.

The takeaway? 

Quality and platform focus matter more than sheer quantity. Concentrate on the platforms that your potential clients trust the most, and you’ll see the results.

Turn Your Reviews into Marketing Gold Today

Getting reviews is just the beginning. 

To truly maximize their impact, use them in multiple places to expand on their broader marketing strategy.

1. Showcasing Testimonials on Your Website

Your website is often the first point of contact for potential clients. Adding a dedicated testimonial page or integrating glowing reviews throughout your site can build immediate trust. 

This is where video testimonials really shine.  Highlight client experiences that showcase your firm’s strengths and professionalism.

2. Leveraging Reviews in Social Media and Ad

You shouldn’t just let 5-star reviews sit idle on your Google or Avvo profiles. Repurpose them into eye-catching social media posts, or use them as powerful testimonials in your paid advertising campaigns! A compelling client quote in a Facebook ad can significantly boost engagement and click-through rates. To see how this could work and to download templates to implement this, look at #2 in this article.

Get the Top 3 Social Media Post Templates for Law Firms to Grow Your Following and Get New Clients

Engage with prospects and save time with your FREE Canva template kit. This kit features the top 3 social media posts for law firms and directions on how to brand them for your own firm in 5 minutes or less.

Enter your email below and get the templates sent directly to your inbox along with an instructional video on how to make personalized edits.

3. SEO Boost from Review Content

Fresh, regularly updated review content does wonders for your local SEO. By highlighting new testimonials and client feedback on your website and other platforms, you signal to search engines that your firm is active, relevant, and trusted by clients.

You should also embed reviews from at least one third-party site, like Yelp, to help your SEO with ranking higher.

The takeaway? 

Reviews aren’t just for attracting clients—they’re a versatile tool that can enhance every aspect of your marketing strategy.

Have We Convinced You That Your Law Firm Needs More Reviews?

Online reviews aren’t just a modern convenience—they are a fundamental component of a successful legal marketing strategy. By leveraging the power of reviews, law firms can build trust, improve visibility, and attract high-value clients in an increasingly competitive market.

Remember, reviews do more than just enhance your online reputation. They can: 

  • influence client decisions, 

  • boost your local SEO, 

  • and differentiate your firm from the competition. 

Whether you’re a seasoned attorney or part of a growing legal team, prioritizing reviews can drive meaningful growth for your firm.

Start today by assessing your current review strategy. Identify the gaps, implement ethical and effective review collection methods, and focus on the platforms that matter most. 

Your future clients are reading reviews—make sure they find the story you want to tell.

Want help with getting more reviews?  Fill out the form below and IFTS will help you implement a plan that integrates seamlessly with your current systems.