So, you’ve racked up some five-star reviews (go you!). Your firm’s Google Business Profile is in top form. If you caught part 1 of this two-part series, you already know how important online reviews are for building trust and boosting SEO. 

But if you think that’s the whole story, keep reading.

In today’s digital-first world, reputation management isn’t just about review stars — it’s about everything people see, read, or click before they even pick up the phone. The truth is: whether you're managing your firm’s reputation intentionally or not, it's already speaking volumes.

Let’s talk about how to control the narrative and how to build a law firm brand that inspires trust, drives referrals, and makes competitors just a little jealous.

First, What Is Reputation Management (Really)?

Reputation management is the ongoing process of shaping how your law firm is perceived online. Reviews are part of it, but they’re just one slice of the pie.

Full-scale reputation management includes:

• Keeping your digital profiles accurate and consistent
• Monitoring mentions across social media, directories, and legal platforms
• Responding to feedback (the good, the bad, and the bots)
• Publishing useful content that builds authority
• Ensuring your brand messaging feels cohesive, not cobbled together

It’s not about perfection. It’s about showing that your firm is competent, credible, and current everywhere your potential clients are looking. We’re talking about Google, legal directories, review sites, and even social media.

“While reputation management should exist at the core of virtually all of your marketing programs, it isn’t just a marketing concern — it impacts everything from customer service to sales and executive decision-making, just to name a few.” (Source: Reputation)

Lawyers and Trust: How Reputation Bridges the Gap

Let’s not sugarcoat it: people are skeptical. Lawyers don’t exactly top the “most trusted profession” rankings due to some bad actors. Your reputation, especially online, is the antidote to such skepticism.

Here’s why it matters:

• First impressions often start online: Many clients begin their search on Google rather than waiting for a referral. When they do, they tend to check out a mix of reviews, bios, photos, and even the vibe your website gives off.
• You don’t fully own your brand — the internet does: If you’re not actively shaping how your firm is seen online, others will fill in the blanks for you. That’s why staying engaged with your firm’s story matters — it helps ensure what people find reflects the real you.
• It impacts hiring, too: Your reputation isn’t just about winning clients. Talented attorneys, paralegals, and support staff pay attention to how your firm is perceived. A strong, positive reputation makes top professionals want to join and stay with  your team.
• It affects your bottom line: A trustworthy online presence doesn’t just attract clients; it helps them feel confident in your fees, stick around longer, and recommend you to others. Businesses that respond to reviews see a 12% increase in revenue compared to those that don’t. According to Forbes, returning customers spend 67% more over time than first-time customers. This isn’t just feel-good talk; it’s smart business strategy.

Step 1: Audit Your Online Presence

Start with a digital check-up. Search your firm’s name (and your name) in incognito mode. What comes up? Here’s what you’re looking for:

• Are your listings (i.e., Google, Avvo, Justia, Yelp, Martindale, Facebook, etc.) accurate and consistent?
• Are there outdated bios or inactive social media accounts hanging around like digital cobwebs?
• Are you listed on legal directories your competitors dominate?

This isn’t a one-and-done task. Set a quarterly calendar reminder to do a quick online audit. Or better yet, let your team or marketing partner make it part of your ongoing practice management.

Step 2: Claim and Optimize All Your Profiles

It’s not just about being present — it’s about being polished.

Make sure your law firm’s profiles include:

• A clear, client-friendly description (not just a list of practice areas)
• High-quality, current photos of your team and office
• Accurate contact info (and that all-important NAP: Name, Address, Phone)
• Your unique value proposition — not just “Experienced Personal Injury Lawyer”

Smokeball users can even build these profiles into onboarding or intake workflows to ensure consistency across platforms.

Step 3: Monitor Your Mentions

Google Alerts is a simple tool that lets you keep tabs on when your firm or attorneys are mentioned online. It sends you notifications so you don’t have to hunt for updates yourself. Plus, it’s free and easy to set up. But legal practice reputation management goes beyond one email a week.

Set up alerts for:

• Your firm’s name
• Each team member’s name
• Common misspellings of both

For a deeper dive, consider reputation monitoring tools (or a marketing partner) that track mentions across blogs, forums, Reddit, and news sites. Some popular options include:

• Mention — Real-time web and social media monitoring
• Brand24 — Tracks online mentions, sentiment, and influencers
• Awario — Monitors social media, blogs, and news sites
• Talkwalker Alerts by Hootsuite — Free alerts for web and social mentions
• BuzzSumo — Content and brand monitoring with influencer insights

The goal is to be the first to know when you’re being talked about — and respond accordingly.

Step 4: Respond Strategically (and Professionally)

Your tone online is your tone to the world. Don’t go full scorched earth on a bad review, and don’t ghost your fans either.

Good feedback? Thank them like a human, not a robot.
Tough feedback? Stay calm, be professional, and never reveal confidential info — no matter how unfair the review may feel.
Misleading or fake info? Flag it, document it, and if needed, consult your local ethics rules before responding.

Pro tip: Draft templates for common responses, but personalize them every time. 

“You can’t control what people say about you, but you can control how you respond to it — and timing is everything.”

-Amy Jo Martin, CEO of Renegade Global

Step 5: Write It Right: How Content Makes You the Go-To Firm

Want to be seen as the go-to firm in your niche? Publish like it.

Educational blog posts, FAQ pages, short videos, and social media tips are all reputation gold. They show clients (and Google) that you’re not just competent — you’re helpful, transparent, and human. And a little bit of your time can go a long way.

Here’s how this ties into reputation:

• It increases visibility: More content = more chances to rank in search.
• It builds authority: You become the voice people trust before they’ve even met you.
• It controls the narrative: Instead of letting random reviews or directory blurbs define your brand, you do it.

Smokeball makes it easier to track and automate key client touchpoints — perfect for reminding happy clients to leave a review after you’ve shared helpful content.

Step 6: Be Consistent (Everywhere)

Reputation is about repetition. 

If your Google listing says you’re a family law firm and your website promotes DUI defense, you’re sending mixed messages. Same goes for tone — if your homepage feels warm and welcoming but your social media sounds like a statute, you’re not helping your brand.

Keep it simple:

• Use the same bios and headshots across platforms
• Align your tone across web, email, and social
• Stick to a few key brand messages (i.e., responsive service, local expertise, etc.)

This consistency helps build the kind of recognition that clients remember and refer.

Final Thoughts: Reputation Is the Long Game

You can’t build a trusted law firm brand overnight, and you can’t fake it either. But with the right tools and habits in place, you can build a reputation that works for you 24/7.

And that’s exactly where Smokeball comes in. Our automated legal practice management software helps you effortlessly gather client feedback and automate review requests — all while managing your firm’s day-to-day work. No extra tasks, just smarter workflows that turn great service into lasting reputation. Book a demo and start turning great service into lasting reputation.