Businesses rely on customer reviews to build consumer trust and establish their brands as reliable and authentic. According to recent data, approximately 76 percent of customers trust online reviews and use them to make a purchase decision. Moreover, nearly half of consumers report that they trust reviews as much as they would a recommendation from their friends or family members. Clearly, customer reviews play a critical role in cultivating public trust and motivating potential customers to purchase goods or services from companies with favorable online reviews. As a small- to mid-sized law firm, earning favorable reviews from some of the clients you have served is a key component of your overall law firm digital marketing strategy. Not only will favorable client reviews inspire potential clients to enlist your services, but accumulating positive online reviews signals to search engine algorithms (like Google) that you are a legitimate and trustworthy business. As a result, your ranking position will likely rise among the search results, boosting your law firm’s visibility to those looking for legal services or representation in your area.
Unfortunately, not all client reviews are glowing or legitimate. If you suspect that a fake review is affecting your law firm’s reputation, it’s helpful to recognize your options for identifying and addressing these bothersome issues. This post will explore some strategies for spotting and addressing fake client reviews and how these practices can bolster the effectiveness of your overall reputation management for attorneys strategy.
What Do Fake Reviews Look Like For Law Firms?
Generally speaking, fake reviews are any posts that are misleading, made-up, or incentivized in such a way that does not reflect an authentic client experience. For example, fake reviews may be posted by individuals who are compensated for doing so or generated by artificial intelligence (AI) tools. In some cases, fake reviews can even come from competitors who are invested in damaging another business’ reputation. In other words, if you read a client review and something about it seems off, you may have a fake review on your hands.
Common Signs That a Client Review is Fake or Fabricated
It can be challenging to spot a fake review, especially since inauthentic reviews tend to blend in with honest client feedback. Moreover, some fake reviews are positive in their tone, which makes it harder to distinguish from other favorable client reviews. Let’s take a look at some signs of fabricated or fake reviews so that you can identify these types of reviews with greater certainty and confidence.
Overly Generic Descriptions
Many fake reviews contain vague language and do not address any specific details about the client’s experience. When a real client takes the time to write an online review for a law firm, they will likely mention some specific characteristics about the experience. If a review does not mention any highlights, features, benefits, or concerns, this may indicate that the review is fake and not posted by a real client.
Dramatic and Charged Language
While some fake reviews are overly bland and unspecific, others are the opposite. A client review that is overly flattering or utterly disparaging may be inauthentic, as genuine client reviews tend to be more balanced. If you receive a review that simply attacks your law firm or claims that it is the best thing ever, it’s wise to approach the validity and credibility of these reviews with skepticism.
Consider the Reviewer’s History
When you receive a new review from a client, you can check the reviewer’s profile and posting activity to determine whether they seem legitimate. For the most part, real reviews come from those who have left other reviews for businesses or services in the past. If the reviewer’s profile looks suspicious in some way (i.e., it was newly created, it has no previous reviews, etc.), you may have a fake review on your hands.
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Other Ways For Law Firms to Identify Fake Reviews
As soon as you come across a suspicious client review, you can run it through programs like Fakespot to look for patterns that may signal that the review is fake or inauthentic. However, it’s important to recognize that these tools come with their own limitations, and they may not spot a fake review with complete accuracy. You may want to consider reaching out to the reviewer to determine whether they are, in fact, a legitimate client your firm worked with. Or, you can enlist the help of a knowledgeable law firm reputation management strategist for more customized support for spotting and addressing fake client reviews.
Actions to Take Once You Spot a Fake Client Review
Many review platforms, including Google, allow you to report reviews that you suspect are fake. Google provides guidelines for reporting an “inappropriate or policy-violating review on your Business Profile.” However, just because you flag a suspicious client review does not mean that Google will remove it. Generally speaking, these review sites only remove reviews that clearly violate its policies, and even reviews that you suspect are fake may not be found to violate these rules. If the site does not remove the fake client review, your law firm can still implement other reputation management for lawyers strategies that highlight and elevate genuine client reviews and boost your firm’s online visibility.
Learn More About Impactful Content Marketing For Law Firms Today
An effective digital marketing strategy for law firms takes time to build. If your law firm is interested in learning more about how to harness the power of client reviews to improve your online visibility to engage with more potential clients in your area, consider discussing these goals with a highly trusted and skilled law firm digital marketing strategist who can provide you with the personalized solutions you and your law practice deserve.
At LegalRev, we focus exclusively on helping small to mid-sized law firms develop customized digital marketing strategies to grow their businesses. If you are looking to take your content marketing efforts to the next level, reach out to our office today at (800) 893-2590 to discuss your goals with one of our highly qualified digital marketing strategists.
