How to Get More Reviews for Your Law Firm: 12 Ethical Strategies That Work

A potential client searches "personal injury lawyer near me" and sees your competitor with 127 Google reviews at 4.8 stars. Your firm—equally qualified, perhaps more experienced—has 14 reviews. Before you've had a chance to demonstrate your expertise, you've already lost the comparison. Research indicates that 70% of prospective legal clients read online reviews before contacting an attorney, and firms with 50+ reviews generate 3x more inquiries than those with fewer than 20. The good news: you can build a strong review profile ethically and professionally. This guide covers 12 strategies that work within bar association rules while generating the social proof your firm needs. For general principles that apply across industries, our guide on how to ask customers for reviews is a useful companion read.

Attorneys operate under ethics rules that vary by state but universally prohibit paying for reviews or making misleading claims. Most state bars allow soliciting reviews from clients—the key is doing so without compensation, pressure, or misrepresentation. You can ask satisfied clients to share their experiences, provide convenient links to review platforms, and respond professionally to feedback. What you cannot do: offer discounts or gifts for reviews, guarantee outcomes in any marketing, or create fake testimonials. Within these boundaries, systematic review generation is both ethical and effective. For a broader look at how reviews drive client acquisition across all professional services, see our complete guide to professional services review management.

Why Reviews Drive Legal Client Acquisition

Legal services are high-stakes purchases. Clients are trusting attorneys with their freedom, finances, families, or businesses. This creates intense research behavior:

The legal client journey:

1. Triggering event — Accident, arrest, divorce filing, business dispute
2. Initial search — "lawyer near me," "[practice area] attorney [city]"
3. Comparison shopping — Evaluate 3-5 firms based on reviews, credentials, website
4. Deep research — Read individual reviews, check bar status, look for red flags
5. Contact — Call or fill out intake form for top 1-2 choices

Reviews influence steps 3, 4, and 5. Without sufficient reviews, you're eliminated during comparison. With strong reviews, you convert researchers into consultations.

The SEO advantage: Beyond direct client acquisition, reviews also improve your firm's visibility in local search. Our guide on how reviews impact local SEO rankings explains how Google weighs review signals when ranking local businesses—including law firms.

What legal clients evaluate:

For comprehensive professional services reputation strategies, see our guide to professional services review management.

12 Strategies to Get More Law Firm Reviews

1. Ask at Case Resolution

The best time to request a review is when you've delivered results. After a favorable verdict, settlement, or case conclusion, clients feel grateful and are natural advocates.

The resolution conversation:

"I'm glad we could achieve this outcome for you. It's been a privilege to represent you." [Client expresses thanks] "Thank you—that means a lot. If you're comfortable, a Google review would help other people in similar situations find qualified legal help. No pressure at all."

Timing guidance by practice area:

2. Send Post-Matter Follow-Up Emails

A follow-up email a few days after case resolution catches clients while satisfaction is fresh.

Email template:

For law firms, the follow-up email is often the most reliable review generation channel. If you want ready-to-use formats, our review request email templates include professional variations you can adapt for legal practice.

Subject: Thank you for trusting [Firm Name]

Dear [Client Name],

Thank you for choosing [Firm Name] to represent you in [general matter description without confidential details]. We're honored you trusted us with this important matter.

If you found our representation valuable, we'd be grateful if you'd share your experience on Google. Reviews help others find qualified legal representation when they need it most.

[Leave a Google Review →]

Of course, there's no obligation—we simply appreciate your trust.

Best regards, [Attorney Name]

Timing: Send 3-7 days after matter conclusion. Avoid sending immediately (feels transactional) or too late (memory fades).

3. Include Review Requests in Closing Documents

When you deliver final documents to clients, include a simple review request.

Options:

• Cover letter with review request paragraph and link
• Separate card with QR code: "Thank you for trusting us. If you'd recommend our firm, please share your experience on Google."
• Digital packet email with review link included

Why this works: Document delivery is a positive moment—clients feel their matter is complete and successful. Capturing that moment is natural.

4. Train Staff on Appropriate Requests

Receptionists, paralegals, and legal assistants interact with clients regularly. Train them to recognize request opportunities. Pair this with ready-to-use review request email templates so your team always has a polished, professional message to send.

When staff can ask:

• Client expresses gratitude or satisfaction
• Client says they'd recommend the firm
• Client mentions positive experience during casual conversation

Staff script:

"I'm so glad your experience with us was positive! If you have a moment, a Google review really helps other people find us. I can send you a link if that's easier."

When staff should NOT ask:

• During billing discussions
• When client seems stressed or frustrated
• If the matter outcome is uncertain
• During intake before representation begins

5. Leverage Avvo Strategically

Avvo is the largest legal-specific review platform. Many clients find attorneys through Avvo and trust its ratings.

Avvo optimization:

• Claim and complete your Avvo profile fully
• Respond to all Avvo reviews professionally
• Contribute to Avvo Q&A to build visibility
• Consider Avvo's client review request feature

Google vs. Avvo priority: Focus 70% of efforts on Google (highest visibility, impacts local search) and 30% on Avvo (legal-specific credibility). When asking for reviews, default to Google unless the client specifically found you through Avvo. For a full breakdown of Google profile optimization, see our guide on Google Business Profile reviews.

6. Create a Simple "How to Leave a Review" Guide

Many clients, especially older demographics, may not know how to leave Google reviews. Remove barriers with a simple guide.

One-page guide contents:

• Step 1: Search for our firm on Google (or click this link: [direct link])
• Step 2: Click "Write a review"
• Step 3: Sign into your Google account (or create one)
• Step 4: Select your star rating and write about your experience
• Step 5: Click "Post"

Distribution: Include in closing packets, send digitally, or have available at reception.

7. Follow Up with Long-Term Clients

Clients with ongoing relationships (business retainers, estate plan updates, recurring matters) know your firm well but may never have left a review.

Approach: During a routine interaction with a satisfied long-term client:

"You've trusted us with your [legal needs] for [X] years, and we value that relationship. If you've never had a chance to leave us a Google review, it would mean a lot—and help others find reliable legal counsel."

Why it works: Long-term clients are your strongest advocates. They've experienced your service repeatedly and have genuine positive opinions.

8. Respond to Every Review

Active engagement with reviews generates more reviews. When clients see you respond thoughtfully, they're more likely to contribute.

Response to positive reviews:

Thank you for your kind words. We're committed to providing thorough, responsive representation, and feedback like yours reinforces that commitment. It was our privilege to assist you.

Response to negative reviews:

Thank you for your feedback. We take all client concerns seriously and would welcome the opportunity to discuss your experience directly. Please contact our office at [phone] at your convenience.

Never in responses:

• Confirm client relationship
• Discuss case details or outcomes
• Argue or defend specific decisions
• Make excuses or blame the client

9. Make Review Requests Part of Your Process

Build review requests into your standard operating procedures so they happen consistently.

Process integration points:

• Closing conference checklist includes review discussion
• File closing procedure includes follow-up email
• CRM/practice management system triggers review request
• Quarterly client satisfaction outreach for ongoing matters

Assign responsibility: Someone should own review generation. Whether it's a marketing coordinator, paralegal, or the attorneys themselves, accountability ensures consistency.

10. Use QR Codes in Your Office

Physical prompts remind clients to review during positive moments.

Placement ideas:

• Conference room table (during positive meetings)
• Reception desk
• Exit door area
• Waiting room (if clients wait post-meeting)

QR code best practices:

• Link directly to Google review page
• Keep accompanying text minimal and professional
• Test codes quarterly to ensure they work
• Don't make codes feel like advertising

11. Segment Review Requests by Practice Area

Different practice areas have different client satisfaction patterns. Customize your approach.

High review potential:

• Personal injury (clear positive outcome, grateful clients)
• Criminal defense with dismissals/acquittals (relief and gratitude)
• Successful immigration cases (life-changing outcomes)

Moderate review potential:

• Business transactions (professional relationship, less emotional)
• Estate planning (positive but no immediate outcome)
• Real estate closings (transactional satisfaction)

Lower review potential (handle carefully):

• Family law (emotionally complex, "winning" unclear)
• Criminal defense with plea deals (satisfied but complicated feelings)
• Cases with mixed outcomes

12. Address Why Reviews Matter

Some clients don't realize how much reviews help. A brief explanation can motivate action.

Framing the ask:

"Reviews help people who are in difficult situations—like you were—find qualified attorneys. When you share your experience, you're potentially helping someone facing the same challenges find the right representation."

This works because: Clients who've been through legal challenges often empathize with others facing similar situations. Framing reviews as helping others (rather than helping your business) resonates authentically.

Ethics Compliance Checklist

Before implementing review strategies, verify compliance:

• No compensation: Never offer discounts, gifts, referral fees, or anything of value for reviews
• No guarantees: Never imply or promise specific outcomes in marketing or review responses
• No confidentiality breaches: Never confirm client relationships or discuss case details publicly
• No selective requesting: Don't only ask satisfied clients (though you can time requests thoughtfully)
• No fake reviews: Never create, purchase, or facilitate fake testimonials
• Check state rules: Review your state bar's advertising and solicitation rules specifically

Your Law Firm Review Checklist

Foundation:

• Google Business Profile claimed and optimized
• Avvo profile claimed and completed
• Review response templates created
• Ethics rules reviewed and documented
• Staff trained on appropriate requests

Generation Process:

• Case closing checklist includes review request
• Follow-up email template created
• QR codes placed appropriately
• Practice management system triggers reminders
• Long-term client outreach scheduled

Monitoring:

• Google alerts or monitoring tool active
• Response within 48 hours for negative reviews
• Monthly review of generation progress
• Quarterly strategy assessment

Frequently Asked Questions

Is it ethical to ask legal clients for reviews?

Yes, in most jurisdictions. The ABA Model Rules and most state bar rules allow soliciting reviews as long as you don't offer compensation, don't misrepresent outcomes, and don't violate confidentiality. Always check your specific state's rules. A polite, unpressured request to a satisfied client is generally permissible.

How many reviews does a law firm need?

Aim for at least 30 reviews to establish credibility, with 75+ creating strong competitive advantage. Quality matters more than quantity for law firms—10 detailed reviews describing specific outcomes are more valuable than 50 generic "great lawyer" reviews. Focus on generating substantive reviews that address client concerns.

Should I respond to negative reviews about my law firm?

Yes, always respond professionally within 48 hours. Keep responses brief, express willingness to discuss concerns, and never confirm client relationships or case details. A measured, professional response demonstrates character to prospective clients reading reviews.

Can I ask for reviews during the case or only after?

Wait until after matter conclusion to request reviews. Asking during active representation can feel coercive and raises ethics concerns about potentially influencing client satisfaction for review purposes. Time requests to case resolution moments when satisfaction is genuine and measurable.

What if a former client leaves a false or defamatory review?

Report clearly false reviews to Google. Respond professionally without accusations: "We take all feedback seriously. We'd welcome the opportunity to discuss this directly at [phone]." If truly defamatory, consult with a colleague about potential legal options—but litigation over reviews is rarely advisable and can backfire. Our guide on handling fake and unfair reviews covers the full reporting and response process in detail.

Should I focus on Google or Avvo for law firm reviews?

Prioritize Google (70% of effort) because it dominates search visibility and most potential clients see it first. Avvo (30% of effort) matters for legal-specific credibility and reaches clients specifically researching attorneys. Don't neglect either, but Google generates more new inquiries.

Ready to build a review profile that attracts clients? Start your free trial with Reputic and manage all your law firm reviews from one centralized dashboard.