How to get more Google reviews as an attorney

Because people compare firms on Google before they call, and reviews are the part of your profile written by someone other than you. Google's own advice to businesses is to ask customers for reviews and reply to them (Google Business Profile Help).

Reviews also help the calls you already get. A caller who has read ten recent reviews arrives with some trust in your firm, and a first call that goes well turns that into a booked consultation. In Clio's 2024 secret shopper study, 73% of shoppers who reached a firm were unlikely to recommend it (Clio), so the reviews you earn depend on intake as much as on the result.

Reviews are also communications about your services, so ABA Model Rule 7.1 applies to how you use them: no false or misleading statements. The comment to Rule 7.1 notes that truthful reports of results can still mislead if they create unjustified expectations about other clients' cases.

From your Business Profile: select Read reviews, then Get more reviews, and copy the link or download the QR code (Google Business Profile Help).

1. 1Sign in to the Google account that manages your Business Profile, on a computer.
2. 2Search for your firm's name and open your profile.
3. 3Select Read reviews, then Get more reviews.
4. 4Copy the link, or right-click the QR code to download it.
5. 5Save the link in your matter-closing email template and your email signature.

Google notes that review QR codes can currently only be generated on a computer browser, not on a phone (Google Business Profile Help).

Ask every client, at the end of the matter, with the link, and with no strings attached. Asking only the clients you think are happy is risky: the FTC says its rule has no specific ban on that, but that the practice could violate the FTC Act (FTC), and Google's policy says businesses must not selectively solicit positive reviews (Google).

• Ask at a natural close: a settlement paid, a will signed, a divorce finalized, a closing completed.
• Ask everyone, not just the clients you expect to be pleased.
• Send the direct link in a short email, so it's one click.
• Tell clients they don't need to mention any details of their matter, and that a few words about how they were treated is enough.
• Don't ask for a particular star rating or wording.

Some matters aren't a good fit for a public review at all, such as criminal defense or sensitive family work, because the review itself reveals the client used a lawyer. Leave it to the client, and don't press.

A simple request

"Thank you for trusting us with your matter. If you'd like to share how we treated you, you can leave a Google review here: [link]. Please don't include any details of your case. Thank you."

List each practice area as a service on your Business Profile. Google says services may be highlighted on your profile when local customers search for them, and on Google Maps customers can see your full list under Services (Google Business Profile Help).

When a client reviews you for "estate planning" and your profile lists estate planning as a service, the review and the service point the same way. Don't ask clients to use particular words, though: the review should be in their own words.

Paying or rewarding clients for reviews, writing or arranging fake or undisclosed insider reviews, and pressuring people to remove bad ones. Each is barred by at least one of Google's policy, the FTC rule and the ABA Model Rules.

The FTC rule is in 16 CFR Part 465, and the FTC says it lets courts impose civil penalties for knowing violations (FTC). Google's list of banned practices is in its prohibited and restricted content policy, and the ABA's limit on paying for recommendations is Model Rule 7.2(b).

Briefly, and without revealing anything about the client's matter, even in reply to a bad review. ABA Formal Opinion 496 says a negative online review alone doesn't permit disclosure under the self-defense exception in Rule 1.6(b)(5), and that a reply must not disclose information relating to a client's representation.

For a positive review, a short thank-you is enough. Don't confirm details the client didn't mention, and don't add anything about the outcome. Model Rule 1.6 covers all information relating to the representation, not just what's secret.

• Thank the reviewer without confirming they were a client, if they haven't said so.
• Never mention facts, outcomes or anything from the file.
• For a negative review, consider not replying at all: Opinion 496 says that, as a best practice, lawyers should consider not responding, because a reply can draw more attention.
• If you do reply, invite the person to contact you privately, or say that professional obligations prevent a full response.

A safe reply to a negative review

Opinion 496 offers this sample: "Professional obligations do not allow me to respond as I would wish." You can add an invitation to call the office directly.

Google reviews your replies against its content policies before posting them, usually within 10 minutes but sometimes up to 30 days, and the reviewer is notified when you reply (Google Business Profile Help).

Only if it breaks Google's policies, such as a fake review, a conflict of interest or offensive content. You report it from your Business Profile, and Google says it doesn't remove reviews just because a business disagrees with them (Google Business Profile Help).

Don't threaten the reviewer. The FTC rule bars groundless legal threats and intimidation used to get a review removed (16 CFR 465.7), and Opinion 496 notes that lawyers may ask the website host to remove information instead.

The best answer to a bad review is a steady flow of honest ones. Ask every client, every time.

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