How to get more Google reviews as a solicitor (within the rules)

Because people choosing a solicitor compare reputations, and reviews are where they look. In the Legal Services Consumer Panel's 2026 tracker survey of legal services users in England and Wales, 42% shopped around, and of those who compared providers, 52% compared reputation.

Reviews also help you get found. Google says more reviews and positive ratings can help your local ranking, alongside relevance and distance. There's no way to pay Google for a better local position.

Perfect isn't the goal. Google says a mix of positive and negative feedback often feels more trustworthy, and the SRA's guidance on engaging with online reviews makes the same point: people are wary of businesses with only positive reviews. A steady flow of honest reviews, with thoughtful replies, does more than a handful of glowing ones.

From your Google Business Profile. Google gives you a direct review link and a QR code for free, so you don't need a paid tool to collect reviews.

1. 1Sign in to the Google Account you use for your Business Profile and open your profile.
2. 2Select Read reviews, then Get more reviews.
3. 3Copy the link to share it, or save the QR code image.
4. 4Add the link to your matter-closing email template, so it goes out without anyone having to remember.

Google says the QR code can only be made in a browser on a computer. A printed card in reception or with the completion pack works well for clients who come into the office. Reviewers need to be signed in to a Google Account, which they can set up with a non-Gmail email address.

At the end of the matter, in writing, with the link, and the same way for everyone. The SRA encourages firms to invite reviews, for example by giving clients a link to a review site of your choice.

• Ask when the work is done: after completion, after the will is signed, after the settlement is agreed.
• Send it from the fee earner who handled the matter, in the closing email or letter, while the experience is fresh.
• Ask for an honest review, not a five-star one, and don't suggest what to write. Google says businesses shouldn't ask customers to include specific content.
• Don't chase more than once, and never in a way the client could feel as pressure.

Apply the same rule to every client. Some firms decide that certain kinds of matter shouldn't get a review request at all, such as a sensitive family or criminal case, or an estate where the family is grieving. That's a reasonable decision if it's a rule by type of matter. It stops being fair when you pick and choose by how happy each client seems, which is the cherry-picking that Google's policy and CMA guidance both prohibit.

Example message to adapt

"Dear Mrs Patel, thank you for instructing us on your house purchase, and congratulations on your move. If you have a minute, we'd be grateful for an honest review on Google: [your link]. It helps other people choosing a solicitor. Kind regards, James"

For service businesses, Google may ask reviewers which services you provided, drawn from your service list, your website or a standard list. Add each area of law you want to be found for, such as conveyancing, wills, probate, family and employment.

Reviews that mention the type of work are more useful to the next person reading them. Someone choosing a probate solicitor wants to read about probate, not about a commercial lease.

Fake reviews, incentives and selective asking. Since April 2025, fake reviews and paid-for reviews that aren't clearly marked as incentivised have been banned practices under the Digital Markets, Competition and Consumers Act 2024. Google's content policy goes further than the law in places.

The CMA's fake reviews guidance also covers reviews you show elsewhere, such as testimonials on your website. Don't select only the best in a way that gives a misleading picture. If Google finds fake reviews, it can restrict your profile: block new reviews, remove existing ones or show a warning.

Briefly, professionally and without revealing anything confidential. The SRA says you can respond to a review from a current or former client as long as you don't disclose confidential or privileged information.

Your duty of confidentiality doesn't stop because the client has gone public. Paragraph 6.3 of the SRA Code requires you to keep clients' affairs confidential, and the SRA's guidance on confidentiality of client information explains what that covers. If a client's review includes details of their matter, the SRA says you can reply as long as you don't add anything beyond what they've disclosed, or simply acknowledge the review and contact them directly.

• Thank people for positive reviews. You don't need to reply to every one, but replying to a selection shows you read them.
• For a negative review, reply once, calmly, and offer to talk it through privately.
• Don't argue the facts in public, correct the client's account or mention anything about the matter they haven't.
• Avoid legal language and stock replies. Readers can tell.
• Reply in good time. A response a month later looks like an afterthought.

Example reply to a negative review

"Thank you for your feedback, and I'm sorry you were unhappy with how we kept in touch. I'd like to understand what happened and put it right. Please call me directly at the office. Sarah Jones, Practice Manager"

Notice what's missing: no details of the matter and no defence. Future clients read the reply as much as the review, and a calm one tells them how you treat people when things go wrong.

Only if it breaks Google's policies, for example if it's fake, offensive or about a different firm. Google says not to report a review just because you disagree with it.

The SRA adds a professional point: it wouldn't expect you to pressurise a client to retract a negative review, or to pressurise a review site to remove one, and it points to Principle 2 and paragraph 1.2 of the Code. If you believe a review isn't from a genuine client, report it through your profile and, if you reply, keep it neutral, such as "We haven't been able to match this review to a client of the firm."

The SRA also notes that taking legal action over a review can put off future clients, and that encouraging other clients to leave reviews often gives a more balanced picture. Whatever you decide, keep behaving professionally.