The success of any business depends on customer satisfaction, and law firms are no different. Potential clients want to know that your firm will work hard to help you resolve your legal matter effectively and efficiently. While many law practices still attract new clients through word of mouth, online marketing has become the top method for drawing in new business. Maintaining an engaging, informative, and client-focused website is an essential part of a successful legal marketing strategy, as is the process of requesting, monitoring, and responding to client reviews. It’s natural to feel uncertain about how to respond to these online reviews, so let’s take a look at some strategies for addressing the client reviews your law firm receives in a way that communicates your commitment to client satisfaction.
Why Client Reviews Matter
As an attorney, you care about your clients’ outcomes. However, it’s important to recognize that an online review is much more than a one-on-one conversation between the client and the attorney—it allows potential clients to form an impression of your services. People searching for legal services in their local area often compare law firms offering similar services and use the client reviews to determine which firm to contact. Many people view customer reviews as personal recommendations from trusted friends and family members, so you should regularly review online client reviews to make sure their feedback aligns with the image of your firm you are trying to project.
Responding to Positive Reviews of Your Law Firm
Many businesses may not see a need to respond to positive customer reviews, as they believe the glowing statements speak for themselves. However, responding to all of the reviews your law practice receives allows you to demonstrate your genuine investment in the client experience. Potential clients can see that you care about your clients’ thoughts and outcomes, cultivating a sense of consumer trust in your services. Monitor your client review websites regularly, and try to respond to new reviews within one to two business days. While it may seem tempting to respond to a positive review with a simple “Thanks!” message, take some time to acknowledge what the client has said. For instance, if a client praises your firm’s quick response time, you could respond with a statement like, “Thank you for your kind words. We strive to provide excellent and efficient service to all of our clients.” An effective response to a positive review responds to the client’s comment and shows potential clients that you prioritize the client experience.
Navigating Negative Client Reviews
While you may strive to help each client obtain their desired outcome, some people may not be satisfied with the result. Unfortunately, their disappointment or frustration may lead them to write you a negative online review, which can cause potential clients to think twice before contacting your firm. Responding to negative reviews can be a delicate balance between acknowledging the client’s dissatisfaction and reinforcing your commitment to client satisfaction. Here are a few tips for managing negative client reviews.
Take Time to Draft Your Response
It’s hard not to take a negative review personally. If a client badmouths you or says something that is factually incorrect, your first instinct may be to go on the defensive and fire back a response. However, whatever you say is not just between you and the reviewer—potential clients will examine your response to form an impression of you and your law practice. Instead of writing a hasty reply, take some time to craft a strategic statement that both acknowledges the client’s complaint and invites them to talk with you offline to address their concerns.
Try a Personal Approach
Many people who write negative reviews just want to feel heard. Sometimes, just acknowledging their concerns goes a long way in resolving the matter. Writing a response that invites the client to further the conversation offline can be an effective way of addressing a negative review. For example, if a client complains that you didn’t take their matter seriously, you could respond with a statement like, “We strive to put our clients at ease, and we’re sorry to hear that you did not feel supported. Let’s talk about how you think we can do better next time.” By addressing their comment and showing your willingness to understand and validate their concerns, you are providing personalized attention to the client and demonstrating your investment in the client experience to anyone who views the review site.
Inspiring Public Trust in Your Law Firm
As you start to monitor and respond regularly to each client review you receive, you will continue to cultivate public trust in your law firm. Those who visit your client review sites will appreciate your active presence and thoughtful responses, inspiring more people to contact you for an initial consultation. Additionally, search engine algorithms like Google consider client reviews an essential component of the ranking process. The higher a law firm is rated by clients, the more credible and trustworthy Google views the practice. As a result, the search engine algorithm will start displaying the law firm’s website higher among the search results, especially for people looking for legal services in their local area.
If you are looking for ways to build your law practice and attract more clients, call LegalRev today at (800) 893-2590 to discuss your digital marketing goals.