When it comes to attracting new clients, your law firm’s reputation is everything. These days, that reputation lives almost entirely online — in search results, directory listings, social media, and especially in reviews.

Together, online reviews and reputation management form the foundation of your firm’s digital credibility. One builds trust through client feedback; the other ensures your brand looks sharp, consistent, and professional everywhere people find you.

In this two-part series, we’re breaking down both. In this first part, we focus on the power of online reviews — where they matter most, how to get more out of them, and how they directly impact local SEO and client trust. In part 2, we look at the bigger picture: brand monitoring, content strategy, and keeping your online presence sharp, consistent, and client-ready.

But first: let’s talk stars.‍

Why Do Reviews Matter for Law Firms?

Online reviews build credibility, trust, and visibility for your law firm. They also impact local SEO and conversion rates. In short? They’re not optional anymore. Here’s why:

• Social proof in action: Potential clients want to see that others have had a positive experience with your firm. Five-star reviews build more confidence than any polished pitch.
• Higher search rankings: Google favors businesses with more reviews and frequent engagement. Talk about a double-positive.
• Better conversions: According to BrightLocal, 87% of people read online reviews for local businesses, and they trust them as much as a personal recommendation.

A strong review profile doesn’t just boost your reputation — it helps drive leads, build trust, and even justify your fees.

Where Should You Host Your Reviews?

Your firm’s reviews should live in multiple places online so prospective clients can find them wherever they search, and be reminded of them often. Start with:

• Google Business Profile – This is a must. It’s the first thing that shows up in local searches.
• Avvo, Justia, and Martindale-Hubbell – Legal-specific platforms that often rank well and add credibility.
• Facebook – Especially useful for firms that engage with clients on social.
• Your website – Featuring selected client testimonials on key pages (like your homepage or service pages) builds trust where it matters most and helps with SEO. Here’s how we do it at Smokeball.

Pro tip: Always double-check your profiles are updated and consistent across all platforms. This includes your business Name, Address, and Phone Number (NAP) — a key factor in local SEO. Even small inconsistencies can hurt your search visibility and confuse potential clients.

What to Do If You Get a Bad Review

It happens to even the best firms. A client misunderstands a legal outcome. An opposing party leaves a fake review. A tough case doesn’t end in a win.

Don’t panic — and don’t ignore it. Depending on how you handle the review, negative feedback will prove your reviews are authentic; that you treat your clients with respect; and will give you helpful insights to act on. Here’s how to handle a bad review:

• Respond professionally. Acknowledge the reviewer’s experience without getting defensive. Stay calm, respectful, and brief.
• Don’t disclose details. Even if the review is inaccurate, protect client confidentiality at all times.
• Flag fake reviews. If the review is clearly from someone who was never a client, flag it for removal on the platform.
• Bury it with positivity. One negative review surrounded by 20 great ones won’t do much damage. Focus on earning more great feedback.

How to Respond and Engage with Reviewers

Responding to reviews — good and bad — shows prospective clients that your firm is engaged, respectful, and invested in client satisfaction.

Some examples:

• Positive review response: "Thanks so much for your kind words. We know legal matters can be stressful, and we’re honored you trusted us to guide you through it."
• Negative review response: "We’re sorry to hear you had a frustrating experience. While we can’t discuss specifics here, we’d love to speak with you directly to better understand what happened."

Keep responses timely, professional, and personal — no generic templates.

How to Get More Reviews (Without Sounding Pushy)

Just like referrals, great reviews start with great service — but they don’t end there. You have to ask for them and build these requests into your communication processes and email marketing. 

Here’s how to get more (and better) reviews:

• Ask at the right time. Right after a client thanks you or shares positive feedback is your moment.
• Make it easy. Send a follow-up email with a direct link to your Google or Avvo review page.
• Use simple language. “It means a lot to us when happy clients share their experience. If you’re willing, here’s a quick link.”
• Automate where possible. Practice management software like Smokeball can help you set reminders or send automated review requests at key points in your case workflow.

‍Law Firm Reviews Are Just the Beginning

Client reviews are a powerful trust signal — and a key part of your law firm’s growth engine. But they’re only one piece of the puzzle. Your broader reputation involves much more: how your brand shows up online, how you respond to feedback across platforms, and how consistent your digital presence really is.

Ready for more? Continue to Part 2: Mastering Law Firm Reputation Management