One of the most reliable ways for attorneys to attract new clients is to harness the power of online reviews from satisfied clients. These testimonials can be invaluable in their ability to attest to the lawyer’s ability to deliver high-quality legal services to those they serve. Creating and maintaining a user-centered website is only effective up to a point—potential clients want to hear from actual clients about their experience working with you and your law firm. Client testimonials speak for themselves, allowing potential clients to get a sense of what enlisting your services entails and the quality of services they can expect if they move forward with your law practice.
As a solo attorney in private practice or a member of a smaller law firm, it can be daunting to stay on top of your digital marketing efforts. Unlike larger law firms in your area that may have a considerable content marketing budget (or even an in-house marketing team), you may find it hard to set aside time to focus on your digital marketing strategy. However, there are ways to prioritize your reputation management efforts that don’t require too much time or energy that detracts from your ability to focus on serving your clients. One such strategy is to respond to each and every client review you receive, whether it is favorable or not-so-great. When you develop and implement a strategy for responding to client reviews, you can rest assured that your efforts will inspire client trust and help you reach more of the people you are hoping to serve in your community. Here are some tips for how to respond to client reviews in the most productive and effective way that supports your digital marketing goals.
Why Client Reviews for Law Firms Matter
Before we get into the details of how to respond to client reviews, it’s important to understand why client reviews even matter in the first place. Although your law practice may receive some new client inquiries based on referrals from former clients or other law practices in your area, most potential clients start looking for an attorney by turning to the Internet. For instance, someone may enter the term “personal injury lawyer near me” into Google and click through some of the websites listed at the top of the search results page. As they peruse these sites, most users will look at client testimonials to determine which law firm to work with. With 77% of consumers saying they always or regularly read online reviews when browsing local business services, it’s essential that you manage your online reviews to ensure that these testimonials align with your law firm’s mission and values. If a potential client sees a notable disconnect between your firm’s messaging and what your former clients are saying in their reviews about their experience working with you, they will likely look elsewhere for legal services. As you revisit your content marketing strategy for law firms, it’s essential to check your reviews regularly to address and respond to each testimonial as it appears.
Handling Negative Client Reviews With Grace
No business enjoys receiving a negative review from an unsatisfied client. However, less-than-stellar reviews are virtually inevitable—every business receives at least one at some point. Although your first instinct may be to do whatever it takes to remove the negative review, it’s essential to recognize that the review itself matters less than how you and your team respond to it. In fact, most consumers are suspicious of companies with overly perfect or polished reviews, and they gravitate toward businesses that have a healthy mix of mostly favorable reviews with a few less-than-stellar reviews. Below are some tips for responding to negative reviews from unsatisfied clients.
Pause to Consider the Whole Picture Before Responding
Reading a negative review often inspires a knee-jerk reaction in us, and we may be tempted to fire off a hasty response to address the issue right away. However, hasty responses often come across as defensive, unprofessional, or even aggressive to potential clients, and they may be put off by your law firm’s poor handling of an unfavorable review. Before you post anything, take some time to consider the bigger context of this client’s review. In many cases, someone will post a negative review because they simply want to feel heard and acknowledged. Recognizing the underlying need of this client is the first step to developing an effective response.
Acknowledge the Review and Reach Out to the Client Directly
Once you have taken some time to absorb and process the negative review, you can draft a thoughtful public response that acknowledges their concerns and invites them to discuss the matter further with you in private. This approach accomplishes two goals: (1) You are expressing your sympathy to the unsatisfied client and making an attempt to understand their concerns further, and (2) You are showing other site visitors that you are genuinely interested in listening to client concerns and improving the client experience in any way possible. In many cases, the original poster will appreciate your attempt to hear their concerns, and they may be willing to remove the post or revise it once they have communicated further with you.
How to Respond to Client Reviews
While responding to negative reviews from clients is critical, it’s just as important to respond to favorable comments as well. Many businesses believe that positive reviews speak for themselves; however, it’s best to demonstrate your appreciation for their efforts, even if the comment was brief. Taking the time to leave an online review is an effort, so thank your clients for participating in this meaningful process. Every time your law firm receives a new review from a former client, be sure to write a few words of gratitude for their efforts and reinforce your commitment to delivering exceptional service to every client you serve. If you want to learn more about reputation management for law firms, or you are hoping to integrate client reviews for law firms into your overall digital marketing strategy, get in touch with a highly qualified content marketing professional today to discuss your goals.
Your law firm deserves a customized digital marketing strategy that’s tailored to support your unique needs and goals. Give LegalRev a call today at (800) 893-2590 to discuss your ideas with a dedicated and highly qualified digital marketing for law firms professional who can help you maximize your efforts.