How Online Reviews on Google Help Law Firms Stand Out
For law firms aiming to grow their client base, visibility is key. One of the most effective ways to improve local visibility is by collecting reviews on your Google Business Profile (formerly Google My Business). In today’s competitive legal market, consistent positive reviews from real clients can be a significant factor in attracting new business.
Recent local SEO studies suggest that reviews now contribute around 13% to how well a business ranks in local searches. That means strong feedback doesn’t just build trust — it can help you appear more prominently in Google’s local map results.
The Role of Reviews in Local SEO
Google’s algorithm considers several factors when determining which businesses to display in search results, including relevance, proximity, and prominence. Reviews — especially recent, high-quality ones — contribute to that prominence. For law firms, having a consistent flow of positive feedback shows both Google and potential clients that your practice is active, credible, and trustworthy.
How to Ask Clients for Reviews
Requesting a review should become part of your firm’s closing process. After a successful case, send a brief follow-up email to the client with a link to your Google Business Profile and simple instructions on how to leave a review.
Here’s an example you can use:
Subject: We’d love your feedback!
Hi [Client Name],
Thank you for allowing us to represent you in your [practice area] case. We hope you had a positive experience working with our team. If you’re willing to share your thoughts, please consider leaving us a quick review on Google using the link below. Your feedback helps others know what to expect and supports our mission to help more people like you.
Thank you again!
[Insert Google Review Link]
Responding to Positive Reviews
When someone leaves a glowing review, take a moment to reply with a personalized thank-you. A quick, sincere response shows prospective clients that your team values feedback and truly cares. It also adds a human touch that helps build trust online.
What to Ask for in a Review
Encourage clients to use their real names when leaving feedback. Google recently announced it will remove anonymous reviews (e.g., ones labeled “A Google User”), so it’s best to request reviews from verified accounts. Always ask for honest opinions — authentic reviews carry more weight and are more likely to remain live.
Handling Negative Reviews Professionally
It happens — negative reviews are sometimes unavoidable. If you receive one, take a step back before replying. Avoid emotional or defensive responses. Instead, acknowledge the feedback, offer a polite and professional reply, and demonstrate a willingness to improve.
One of the best ways to handle negative reviews is to simply earn more positive ones. Recent positive feedback can naturally push older negative reviews further down the list.
What to Avoid with Online Reviews
While getting more reviews is important, there are clear guidelines you must follow:
- Never pay for reviews.
- Don’t ask for keyword-heavy or scripted responses.
- Don’t post fake reviews for competitors
- Avoid writing reviews for your own business
- Never have clients leave reviews from your office computer
Google can detect patterns that suggest manipulation, such as reviews coming from the same IP address. Encourage clients to leave reviews from their own devices and locations.
Google’s Review Policies to Keep in Mind
Reviews that violate Google’s terms will be removed. This includes:
- Off-topic or irrelevant comments
- Fake or deceptive content
- Inappropriate or offensive material
- Threatening or dangerous language
- Conflicts of interest
Following Google’s guidelines and prioritizing authentic client experiences will help your firm build a strong, sustainable online reputation.