When we’ve suffered an injustice at the hands of a company, we want everyone to know about it. That shared outrage somehow makes us feel better, even if the company that wronged us never does anything to make things right.
But when we’re treated well by a company, we usually just keep it to ourselves as our due. And therein lies the reason why it is sometimes a chore to get clients to provide you with a positive review.
And that will continue to be your fate if you are leaving everything to chance and do nothing to encourage your happy clients to spread the word.
You are not going to get positive reviews if you are oblivious to their importance.
You are not going to get positive reviews if you believe you’ll “get to it” when time permits.
You are not going to get positive reviews if you don’t ask.
To get positive online reviews, you need a process!
Here are the steps:
Step 1: Claim your law firm listing on review sites.
Get your firm listed on general consumer review sites like Google My Business, Facebook, YellowPages.com, Better Business Bureau, Citysearch, Yahoo Local, Bing Local, Foursquare, Manta, InsiderPages and, yes, even Yelp. Also list your firm on legal review sites like Avvo, Justia, Findlaw, Lawyers.com, Nolo, Martindale, LegalMatch, HG.org, SuperLawyers and LawyerCentral.
Step 2: Develop an internal process for obtaining online reviews.
The best way to get online reviews on a consistent basis is to make it a part of your firm’s client management process. Mention the importance of reviews to your firm at intake. Create a form on your website that allows your clients to submit reviews but qualify them first by asking the question, “How likely are you to recommend our firm to a friend or family member?” Those who check the “Very likely” or “Likely” box would then be directed to your firm’s profile pages on Google and Facebook to leave a review. Those who give a less than satisfactory answer would be directed to a separate page that asks them to provide feedback on what they would change about their experience with your firm.
Step 3: Make it easy for clients to review you.
Once you’re sure you have a happy client, get in touch with them via email with links to your top review sites. The latest research shows that Google and Facebook at the top two places people go to see reviews. Give your client a few guidelines on what they might want to say in their review that would be helpful to other potential clients. Let them know that online reviews are important to you and ask them to help.
Of course, you’re not going to get positive reviews if your client service is subpar. So ensuring your firm is consistently delivering great client experiences is paramount to getting good reviews. Be sure you give clients opportunities for feedback along the way during the case so you can catch any small problems before they become big problems.