Online Reviews 101: How to Create, Respond & Repair
Consumers pay more attention to what other people communicate than what the actual company says directly. According to the U.S. Federal Trade Commission, more than 70% of consumers look for reviews before they buy, and 84% of people say they trust an online review as much as they trust a personal recommendation from a friend.
There's a subconscious sentiment that results from seeing this rating attached to your business. If your law firm has thousands of happy clients and a representative online review profile featuring the breadth of your legal expertise, people are more likely to infer that you exceptional service or value. Several hundred positive reviews with a 4.8 overall rating will go a long way towards earning new relationships on merit.
Successful law firms recognize the value of positive feedback, and the opportunity to implement a positive client experience that organically attracts more positive reviews. As a result, reviews and testimonials are one of the most transparent and powerful avenues for building an authentic digital presence.
Positive reviews build trust, which generates profit. Fake reviews immediately threaten your professional reputation. Your first impression is critical. And it is quite difficult to measure the opportunity that's lost from even a partially erroneous, defamatory or negative online reputation. When a series of fake or negative reviews come along, it’s potentially catastrophic for your business.
Did you know that it is a lawyer's responsibility (and ethical requirement) to prevent false or misleading endorsements from being posted on social media? In today's ever-changing world, a lawyer must ensure that information about them (even information posted by 3rd parties) is accurate. Join us for a comprehensive online review CLE education program.
- Overview of why lawyers are responsible for their online reviews, endorsements made by third parties, maintenance of confidentiality, and protection of clients' information
- Lawyers mandated to ensure the accuracy of third-party legal endorsements, recommendations, or online reviews posted to their social media profiles.
- Overview of Google My Business Listing & "Google Reviews" panel that appears when you search a business by name on Google.
- (Ethics) Discussion of Guideline No. 5.E: Maintaining Client Confidences and Confidential Information
- Considerations for diplomatically responding to negative client reviews: A lawyer must be aware of potential risks created by social media services, tools or practices that seek to create new user connections by importing contacts or connecting platforms
- (Ethics) Discussion of Guideline No. 2.D: Attorney Endorsements and Reviews.
- Case Studies: Examples from Avvo & other review platforms of attorneys responding both appropriate and inappropriately.
- A brief review of 5 actionable positive review strategies:
1. Develop a customer review collection process.
2. Encourage every customer-facing employee to collect feedback.
3. Reward customers who leave reviews.
4. Postpositive feedback to your website.
5. Add your business to third-party review sites
- June 3, 2020
- 12:00 PM
- 1:00 PM
- Virtual Participation
- Committee on Law Practice Management