Your reputation isn’t built in the courtroom anymore. It’s built on Google.
Over 90% of potential clients read online reviews before choosing a lawyer. A single negative review can cost you more than just one case—it can cost you your credibility.
Here’s the good news: you can take control. Reputation management for lawyers isn’t about hiding the bad. It’s about highlighting the good, addressing concerns professionally, and building trust before a client ever picks up the phone.
This guide shows you exactly how to do it.
Key Takeaways
- Your online reputation directly impacts client acquisition—most people check Google before calling
- Audit your current reputation by searching your name and firm in incognito mode
- Respond to every review (positive and negative) within 48 hours
- Ask satisfied clients for reviews at the right moment—right after a win or milestone
- Never offer incentives for reviews—it violates ABA ethics rules
- Use tools like Google Alerts and review management software to monitor mentions
- Create helpful content that positions you as a trusted authority
What Is Reputation Management for Lawyers?
Law firm reputation management is the process of monitoring, influencing, and improving how your firm appears online.
It covers everything people see when they search for you: Google results, review sites like Avvo and Yelp, social media profiles, legal directories, and news mentions.
The goal? Make sure what they find builds trust—not destroys it.
Think of it this way: When a potential client Googles your name, what shows up? That first page of results is your new first impression.
Lawyer reputation management includes several key activities:
- Monitoring what people say about you online
- Encouraging satisfied clients to leave reviews
- Responding professionally to negative feedback
- Creating content that showcases your expertise
- Optimizing profiles on legal directories
- Managing crisis situations when they arise
It’s not a one-time project. It’s an ongoing process that requires consistent attention.
Why Your Online Reputation Matters
Let’s talk numbers.
78% of consumers trust online reviews as much as personal recommendations. For lawyers, this matters even more—clients are entrusting you with their most stressful situations.
Here’s what the data shows:
| Factor | Impact |
|---|---|
| Star rating below 4.0 | 50% fewer inquiries |
| No reviews at all | Potential clients move on |
| Negative review on page 1 | Immediate credibility damage |
| Positive reviews + active profile | Higher conversion rates |
When someone needs a lawyer, they’re often scared, confused, or overwhelmed. They search online and make quick judgments based on what they find.
Your online reputation shapes that judgment.
A strong reputation does three things:
- Builds trust instantly — Before you speak a single word
- Justifies higher rates — Better reputation equals higher perceived value
- Generates referrals — Happy clients share good reviews
And here’s something many attorneys miss: your reputation also affects your local SEO rankings. Google’s algorithm considers review quantity, quality, and recency when deciding who shows up in local search results.
More positive reviews = more visibility = more clients.
How to Audit Your Current Online Reputation
Before you can improve your reputation, you need to know where you stand.
Start with a simple exercise: Google yourself as a potential client would.
1. Search in Incognito Mode
Open an incognito window (Ctrl+Shift+N on Windows, Command+Shift+N on Mac). This prevents Google from personalizing results based on your browsing history.
Search for:
- Your full name + “lawyer” or “attorney”
- Your law firm’s name
- “[Your name] reviews”
- “[Your firm] reviews”
What shows up on the first page? Take notes on both positive and negative content.
2. Check Legal Directories
Review your profiles on major legal directories:
- Avvo — Check your rating and read client reviews
- Martindale-Hubbell — Look at peer ratings
- Justia — Review your profile completeness
- FindLaw — Check listing accuracy
- SuperLawyers — Verify profile information
Are these profiles complete? Accurate? Do they have reviews?
If you haven’t claimed your profiles on top legal directories, that’s your first action item. Unclaimed profiles often contain outdated or incorrect information.
3. Monitor Social Media
Check what people say about you on:
- Facebook (personal and firm page)
- Twitter/X
- Legal forums and communities
Look for mentions, tags, and reviews. Set up Google Alerts for your name and firm to catch new mentions automatically.
Pro tip: Google Alerts is free. Set one up for “[Your Name] lawyer” and “[Firm Name]” to receive email notifications whenever new content appears online.
Optimizing Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is the foundation of local reputation management for law firms.
When someone searches for lawyers near them, Google shows a “Local Pack” of three businesses. Your Google Business Profile determines whether you appear there—and how you look when you do.
Here’s how to optimize it:
Complete every section. Fill in your practice areas, hours, contact information, and services. Incomplete profiles rank lower and convert worse.
Add high-quality photos. Include:
- Professional headshot
- Office exterior and interior
- Team photos
- Your logo
Choose the right categories. Select your primary practice area as your main category. Add secondary categories for additional practice areas.
Post regular updates. Google lets you publish posts directly to your profile. Share case results (without confidential details), firm news, or helpful legal tips.
Respond to every review. This shows Google—and potential clients—that you’re active and engaged.
If you need help optimizing your Google Business Profile, the effort pays off quickly in local search visibility.
Managing Your Legal Directory Profiles
Beyond Google, potential clients search specific legal directories. Your profiles on these sites need attention, too.
Top Legal Directories to Prioritize
| Directory | Why It Matters |
|---|---|
| Avvo | High traffic, client reviews |
| Martindale-Hubbell | Peer ratings, professional credibility |
| Justia | SEO value, practice area targeting |
| FindLaw | Large audience, general visibility |
| SuperLawyers | Prestige, filtered by peer recognition |
| Lawyers.com | Consumer-focused searches |
How to Optimize Directory Listings
For each directory, make sure you:
- Claim your profile if you haven’t already
- Verify all contact information is accurate
- Write a compelling bio that speaks to clients (not other lawyers)
- List your practice areas completely
- Add your education and credentials
- Include a professional photo
- Respond to any existing reviews
Consistent information across all directories also helps your NAP consistency—that’s Name, Address, Phone number—which directly impacts local search rankings.
How to Get More Positive Reviews (Ethically)
More positive reviews improve your reputation, boost your search visibility, and increase client trust. But you can’t buy them or fake them.
Here’s how to ethically encourage satisfied clients to leave reviews.
1. Time Your Requests Right
Ask for reviews at peak satisfaction moments:
- Right after a favorable case outcome
- After completing a milestone in their matter
- When a client expresses gratitude
Don’t ask during stressful moments or when results are unclear.
2. Make It Easy
Most clients intend to leave reviews but forget. Remove friction by:
- Sending a direct link to your Google review page
- Including simple instructions in your follow-up email
- Asking in person, then following up by email with the link
Here’s a simple email template:
Hi [Client Name],
I’m glad we could help with [brief description]. If you have a moment, would you mind sharing your experience on Google? It helps other people in similar situations find our firm.
Here’s the direct link: [Google review link]
Thank you again for trusting us with your matter.
Best regards, [Your Name]
3. Follow Up Politely
If a client agrees to leave a review but doesn’t, one gentle reminder is acceptable. Don’t pester them.
What You Can’t Do
The ABA and most state bars prohibit:
- Offering incentives (discounts, gifts, money) for reviews
- Asking only clients you know will leave positive reviews (filtering)
- Writing fake reviews yourself
- Having staff write fake reviews
Violations can result in ethics complaints and bar discipline. Keep your review generation process transparent and compliant.
Responding to Reviews Like a Pro
Every review deserves a response. This shows you’re engaged and care about client feedback.
Responding to Positive Reviews
Keep it simple and genuine:
- Thank them specifically
- Reference their matter briefly (without confidential details)
- Wish them well
Example:
Thank you for the kind words, [Name]. It was a pleasure working with you on your [general matter type]. Wishing you all the best going forward.
Responding to Negative Reviews
Negative reviews sting. But how you respond matters more than the review itself.
Stay calm. Wait at least a few hours before responding. Never respond in anger.
Be professional. Potential clients will read your response. Show them you handle criticism gracefully.
Acknowledge the concern. Even if you disagree, acknowledge that they had a negative experience.
Don’t argue facts publicly. You can’t share confidential information, and arguing makes you look defensive.
Take it offline. Offer to discuss their concerns privately.
Example response to a negative review:
Thank you for sharing your feedback. I’m sorry your experience didn’t meet expectations. Client satisfaction is important to us, and I’d like to understand more about what happened. Please call our office at [number] so we can discuss this directly.
Important: The ABA warns against sharing confidential client information in review responses. Even if a client lies in their review, you cannot reveal details of their matter to defend yourself.
Sometimes, responding professionally and getting more positive reviews is the only ethical path forward. Over time, one negative review gets buried by many positive ones.
Building Your Reputation Through Content
Reviews aren’t the only way to build trust. Content marketing establishes you as a knowledgeable authority in your practice area.
When potential clients search for legal information, your content can be what they find first.
Types of Content That Build Reputation
Blog posts answering common legal questions in your practice area. If you’re a personal injury lawyer, write about what to do after a car accident. If you handle estate planning, explain wills vs. trusts.
FAQs addressing concerns potential clients have before hiring a lawyer.
Video content explaining legal concepts in simple terms. Video builds trust faster because people see and hear you.
Case studies (anonymized) showing how you’ve helped clients with similar issues.
When creating content, follow SEO best practices to help it rank in search results. Good content that nobody finds doesn’t help your reputation.
Content Strategy Tips
- Focus on topics your ideal clients actually search for
- Answer questions simply—don’t use excessive legal jargon
- Publish consistently (monthly at minimum)
- Share content on your social media profiles
- Update older content to keep it accurate
Quality matters more than quantity. One excellent article that ranks well and helps people beats ten mediocre posts that nobody reads.
Social Media for Law Firm Reputation
Social media extends your reputation beyond your website and review sites.
You don’t need to be everywhere. Pick one platform and do it well.
| Platform | Best For |
|---|---|
| Business clients, professional networking | |
| Local visibility, community engagement | |
| Personal brand, behind-the-scenes content | |
| Twitter/X | Thought leadership, legal commentary |
Social Media Best Practices
Post valuable content. Share insights, not just self-promotion. Help people understand legal issues relevant to them.
Engage genuinely. Respond to comments. Answer questions. Be human.
Stay professional. Everything you post reflects on your reputation. Avoid controversial topics unrelated to your practice.
Be consistent. Posting once and then disappearing looks worse than not having a profile at all. Commit to a realistic schedule you can maintain.
Social media also helps push down negative search results. Active, optimized profiles often rank on page one of Google for your name.
Top Reputation Management Tools for Lawyers
Managing your reputation manually works for small firms. But as reviews multiply across platforms, tools help you stay organized.
Free Tools
Google Alerts — Get email notifications when your name or firm is mentioned online. Essential and completely free.
Google Business Profile dashboard — Monitor and respond to Google reviews directly.
Paid Tools
| Tool | Key Features | Best For |
|---|---|---|
| Birdeye | Multi-platform review management, automated requests | Medium-large firms |
| Podium | Review requests via text message | Client-focused firms |
| ReviewTrackers | Analytics and monitoring | Data-driven firms |
| Reputation.com | Enterprise-level management | Large firms |
| Grade.us | White-label review funnels | Marketing agencies |
Most solo practitioners and small firms don’t need paid tools. Start with Google Alerts and manual monitoring. Invest in software only when review volume makes manual management impractical.
Handling a Reputation Crisis
Sometimes things go wrong. A disgruntled former client launches a campaign against you. A news outlet covers a case unfavorably. A competitor posts fake reviews.
Here’s how to respond:
Don’t Panic
Your first instinct might be to respond immediately and aggressively. Resist it. Rushed responses often make things worse.
Assess the Situation
Is this a one-time incident or an ongoing attack? How visible is the negative content? Is it factually false or just unfavorable?
Document Everything
Screenshot negative content. Note dates, platforms, and specific claims. This documentation helps if you need legal recourse later.
Respond Strategically
For false content, you may have legal options:
- Defamation claims (if statements are provably false and damaging)
- Platform takedown requests (for content violating terms of service)
- DMCA claims (if someone uses your copyrighted material)
Consult with a colleague who handles defamation if needed.
Focus on Positive Content
Often, the best crisis response is creating more positive content. Publish new blog posts. Encourage satisfied clients to leave reviews. The goal is pushing negative content down in search results.
Reality check: Some negative content can’t be removed. When that happens, outranking it with positive content is your best path forward.
Ethical Considerations: ABA Rules to Know
Attorney reputation management requires following ethical rules that other businesses don’t face.
Key guidelines from the ABA Model Rules of Professional Conduct:
Rule 7.1 — No false or misleading communications. Everything you say about yourself must be accurate. This applies to your website, directories, and how you respond to reviews.
Rule 7.2 — Advertising restrictions. You cannot pay for endorsements presented as unpaid opinions. Incentivized reviews fall into this category.
Rule 1.6 — Confidentiality. You cannot reveal client confidences, even to defend yourself against a negative review. If a former client lies about you publicly, you still cannot share details of their matter.
State-specific rules vary. Some states have additional restrictions on testimonials and endorsements. Check your state bar’s advertising rules before implementing any review strategy.
When in doubt, err on the side of caution. An ethics violation damages your reputation far more than any negative review.
Frequently Asked Questions
How long does reputation management for lawyers take?
Building a strong online reputation is a long-term process. You’ll see initial improvements within 3-6 months of consistent effort, but meaningful change typically takes 12+ months. The earlier you start, the better protected you’ll be.
Can I delete negative reviews?
You cannot delete reviews yourself. You can flag reviews that violate platform guidelines (fake reviews, spam, or irrelevant content) for potential removal. Otherwise, your options are responding professionally and encouraging more positive reviews to dilute the negative ones.
How many reviews do I need?
More is better, but quality and recency matter too. Aim for at least 10-15 recent reviews on Google as a starting point. Consistency matters—a steady stream of reviews over time looks more trustworthy than 50 reviews all posted the same week.
Should I hire a reputation management company?
Most law firms can handle reputation management in-house with consistent effort. Reputation management companies make sense when you’re facing a major crisis or have extensive negative content to address. Be cautious—some companies use tactics that violate ABA ethics rules.
What if a competitor posts fake negative reviews?
Document the fake reviews and report them to the platform. Google, Avvo, and other sites have processes for flagging fraudulent reviews. If you can prove reviews are fake (same IP address, pattern of attacks), platforms often remove them. In extreme cases, legal action may be appropriate.
How do online reviews affect my SEO?
Reviews directly impact local search rankings. Google considers review quantity, average rating, and recency when determining local pack rankings. More positive recent reviews help you appear higher in searches like “personal injury lawyer near me.”
Take Control of Your Reputation Today
Your online reputation shapes potential clients’ decisions before they ever call your office. You can’t afford to ignore it.
Start with these steps:
- Audit your current reputation — Search yourself in incognito mode
- Claim your directory profiles — Google Business Profile, Avvo, Martindale-Hubbell
- Set up monitoring — Create Google Alerts for your name and firm
- Ask for reviews — Start with your most satisfied recent clients
- Respond to existing reviews — Both positive and negative
Reputation management for lawyers isn’t about perfection. It’s about showing potential clients that you’re professional, responsive, and trustworthy.
The firms that actively manage their reputations attract better clients and command higher rates. The firms that ignore it lose business to competitors—often without knowing why.
Which firm will you be?
If you’re looking for additional ways to boost your firm’s visibility, consider listing in quality legal directories and developing a consistent content marketing strategy. Combined with solid reputation management, these efforts compound over time to build a strong, sustainable practice.