The Do’s and Don’ts of Online Reputation Management for Attorneys

One fact you can’t escape is that your law firm has an online reputation. People are going to share feedback about your services and other aspects of your business, which will influence other’s decisions about working with you. However, you can manage your online reputation to a large extent, meaning the outcome isn’t entirely out of your control. Here are some of the Do’s and Don’ts of online reputation management for attorneys. 

What is Online Reputation Management?

Online reputation management refers to the actions you take to manage your law firm’s and attorneys’ online reputation. This involves creating and maintaining a strong online presence, delivering quality services, soliciting online feedback, and responding to client feedback appropriately. 

Why Online Reputation Management is Important for Attorneys

Your reputation might be stellar with clients and peers, but that won’t do you much good if your online reputation reflects something different. Times have changed, and a business’s online reputation now holds more weight than even personal referrals or word-of-mouth. 

According to a legal survey from Martindale-Avvo, people are now more likely to choose a law firm based on their online research than a personal referral. A report by Trustpilot reveals that 90% of online shoppers have decided not to deal with a certain business because of a bad reputation. 

Additionally, if your law firm is hard to find online, if your website is sluggish, or if the information people find is outdated, potential clients are more likely to pass you up in favor of a competitor. However, a strong online reputation management strategy can help you make connections with prospective clients that boost your overall results online, especially in local SEO results. 

There’s a right and wrong way to approach online reputation management. Do it wrong, and it could irreparably harm your business. The right approach can help you boost your visibility and overall results. Here are some essential do’s and don’ts of online reputation management for attorneys and law firms. 

The Do’s and Don’ts of Online Reputation Management for Attorneys

1. DO Have an Online Reputation Management Strategy. 

Getting a positive online reputation requires a strategy and some legwork. Decide what you’d like to achieve with online reputation management, create a plan of action, and establish some KPIs to track your results.   

2. DON’T Ignore Customer Feedback. 

In addition to reading reviews, many consumers also critique how businesses respond to reviews, if at all. If you receive any reviews, negative or positive, respond to them quickly and appropriately. Thank everyone for taking the time to provide feedback. If you receive a negative review, invite the reviewer to contact you offline to resolve it. 

3. DO Create a Strong Online Presence.

It’s essential that your firm creates a foundation for success with a strong online presence. For example, if you have some positive Google reviews and a person clicks on a link that takes them to an outdated website, your efforts would be in vain. 

4. DON’T Purchase Fake Reviews. 

The last thing you want to do is prime the pump by buying fake reviews. It’s against the terms of service for every website and directory, so it can get your firm’s page deleted. The reviews also look fake, and potential clients will see right through the tactic. 

5. DO Ask Clients to Provide Reviews. 

If you don’t prompt clients to leave online feedback, you’re more likely to only hear from the people who are upset. This won’t give you the results you need and deserve. Instead, let your clients know that online feedback will help your law firm and you’d appreciate them taking the time to leave a review on Google or some other site. 

6. DON’T React Defensively to Online Feedback.

It’s hard not to get defensive when someone criticizes your business or, worse, your legal skills. However, it’s important to consider that every business gets a negative review at some point. You can’t please everyone. In fact, some consumers will get suspicious if they only see all five-star reviews. Take the occasional negative review with a grain of salt and make sure you respond appropriately. 

7. DO Monitor What People Say About You. 

Use Google Alerts and other tools to monitor any mentions of your name or related services online. When you receive an alert, you can quickly capitalize on this by engaging with someone who has a question or responding to a review. 

8. DON’T Mix Personal and Business Online Personas. 

This is a relevant point if you have attorneys with their own personal brands. It’s important that your law firm’s business channels be separate from the attorney’s personal channels. Things like politics and other divisive issues can alienate a portion of your audience, so think twice before posting. 

9. DO Be Authentic and Consistent. 

You can establish trust and credibility through your online content and interactions with others. Be as authentic and consistent as possible when posting across various platforms. Think about how you wish to be viewed and stick to your firm’s messaging as you create content, respond to reviews, and engage with people on social media. 

10. DON’T Get Frustrated by the Process. 

Managing your law firm’s online reputation is a marathon, not a sprint. If you fail to see immediate results from your efforts, resist the temptation to ditch your strategy, thinking it isn’t working. Your online reputation management should be something you do alongside your other digital marketing efforts to get the best possible results. 

Get Help Managing Your Law Firm’s Online Reputation

Creating and maintaining a positive online reputation for your law firm is just one part of an overall legal marketing strategy. Your clients need to feel as if their voice is being heard, and potential clients value the information they find about your law firm as they make important decisions. 

At Too Darn Loud Legal Marketing, we can help your law firm create and manage a winning online presence. We offer results-driven legal marketing solutions that can help your business succeed in a competitive field. Call us today at (800) 649-1764 or contact us online to schedule a free consultation.