Why Bad Reviews Stick Around
Law firms live and die by reputation. One harsh Google review can turn away a dozen potential clients. It may not even be accurate. But it still shows up when someone searches your name. That’s because review platforms like Google, Yelp, and Avvo favor content that gets engagement. A single negative review often ranks high and stays there.
A 2023 BrightLocal study showed that 87% of people won’t consider a business with an average rating under 3 stars. For law firms, where trust is everything, the impact can be even worse.
How Online Reviews Work Against You
Anonymous Posts
Anyone can leave a review. They don’t have to prove they hired you. They don’t even have to use their real name. This opens the door to fake, exaggerated, or even malicious reviews.
One Los Angeles firm had a one-star review posted by someone they’d never met. The reviewer complained about a “rude secretary” and a “bad attitude” during a phone call. No record of the call existed. Still, it cost them a client who cited the review when canceling a consultation.
Review Bombing
Sometimes negative reviews come in waves. Maybe you handled a high-profile case or made headlines. People with no connection to the firm pile on with bad reviews. This is known as review bombing. It can tank your score fast.
Old Reviews, New Problems
Even reviews from five or ten years ago can still appear in search. Especially if they’re from high-ranking sites or have lots of engagement. Positive reviews age too, but negative ones get clicked more. That keeps them alive.
What You Can and Can’t Remove
You Can:
- Flag reviews that are fake, off-topic, or violate platform rules.
- Report reviews that reveal private info or use hate speech.
- Request removal through platform support channels.
You Can’t:
- Remove reviews just because they’re negative.
- Take down factual experiences shared by clients.
It’s hard to win removal requests unless the review clearly breaks the rules. This is where strategy comes in.
How to Respond Without Making It Worse
Many lawyers want to fire back. But public arguments online usually hurt more than they help. Here’s what to do instead:
Stay Professional
Keep your reply short and polite. Don’t confirm or deny facts. Something like:
“We’re sorry to hear about your experience. We take feedback seriously and are reviewing your concerns.”
That shows you’re listening without admitting fault.
Don’t Reveal Client Info
Even if the review is false, you can’t disclose case details. It could breach confidentiality and land you in trouble with your bar association.
Move the Conversation Offline
End your reply with a prompt to contact your office directly. This keeps further discussion out of public view.
Fixing Your Review Score
Ask for More Reviews
Most happy clients never leave reviews unless you ask. Start asking. A simple follow-up email with a link helps. You can also use tools to automate the process.
Reply to All Reviews
Don’t just reply to the bad ones. Thank clients who leave positive feedback too. This shows balance and professionalism.
Keep Reviews Fresh
New reviews matter more than old ones. Search engines show recent content first. Try to collect reviews steadily, not just during campaigns.
Reputation Tools That Help
There are tools that help law firms monitor, manage, and improve their online presence. Here are a few:
Erase – Offers removal services for fake reviews, unwanted search results, and misleading online content. Especially useful for long-term reputation cleanups.
Reputation Galaxy – Tracks online mentions, review trends, and client sentiment. Great for staying ahead of issues.
Podium – Helps automate review requests and client communication through text. Good for busy offices.
These tools can make a big difference. Especially when paired with consistent effort.
Law, Ethics, and Reviews
Lawyers have extra rules to follow when replying to reviews. The ABA and most state bars warn against disclosing any confidential information, even to defend yourself. That makes reputation work harder for law firms than most businesses.
Some lawyers try to sue reviewers. But courts rarely side with the firm unless they can prove defamation. A bad opinion doesn’t count. And lawsuits usually draw more attention to the review.
Law Firm Reviews Are Not Just About Clients
Some reviews come from former staff, competitors, or trolls. These are tricky. Platforms like Google do not check if the reviewer is a real client. That’s why many firms hire outside help to clean things up.
One small firm in Florida had an ex-employee post a 1-star review from five different accounts. The firm filed reports. Only two of the reviews were removed.
Final Advice
Don’t ignore your reviews. Don’t obsess either. Treat them like part of your business health. Just like financials or compliance. Respond calmly. Ask for more reviews. Track trends.
If needed, bring in professionals who understand how law firm reviews affect rankings, referrals, and trust.
This isn’t just about looking good online. It’s about building a reputation that reflects who you really are.
