Positive Online Reviews = Increase In Profits

Lawyers are not immune from the power of positive (or negative) online reviews.

Bad reviewLawyers are not immune from the power of positive (or negative) online reviews. Positive and negative reviews translate to an appreciable upswing or downswing in profits.  Not monitoring your online reviews, not carefully tending to those who take the time to post a positive or negative review, is going to make or break your business in ways you may not fully appreciate today.  Here are powerful statistics to support why you need to take time to tend to your online scorecard:

  • 90% of consumers say they read online reviews.
  • 88% say they trust online reviews as much as they trust personal recommendations from friends.
  • Positive online reviews can result in 31% increase in business revenue.
  • 88% of consumers say they read up to 10 reviews before making a buying decision.
  • Customers are likely to spend up to 31% more on businesses with excellent reviews.
  • 72% say that positive reviews will make them “trust” a local business more.
  • 92% of consumers will likely use a local business if it has at least a four star rating.
  • 72% of consumers will only take action after reading a positive review.
  • Most important traits for a local business: Reliability (27%), Expertise (21%), and Professionalism (18%).
  • The average number of online reviews people will read before it inspires trust: 2-3 (24%), 4-6 (32%).
  • 86% of consumers will hesitate to purchase from someone with a negative online review.
  • On average, a one-star increase on Yelp leads to a 5-9% increase in revenue; one negative review can cost a business 30 customers (clients).
  • Number of reviews posted by Yelp users: 26,380 every minute.
  • Percentage of Yelp users who make a purchase at a business they found on Yelp: 98%.
  • Percentage of users that visit Yelp intending to make a purchase: 80%.

The pattern goes something like this.  A client researches whether they have a legal problem or need a lawyer.  They come across your name through either a specific referral to you or a practice area and demographic search.  Either way, once your name has caught their interest, they are going to type in: John Doe, Lawyer, Reviews.  (You know. You do it, too.)  Reviews will come up.  Based upon the statistics cited above, they are going to read those reviews, look for 4-star or better reviews, and look at at least 4-6 reviews.  If they meet this criteria, they will be very likely reach out to you, trust you, and be more inclined not to question your fees.

If they find a negative review, they are going to hesitate. After all, don’t you?

Here are ways to work with your online reviews:

  • Respond promptly — unlike a business we can’t reveal information that would violate the attorney/client privilege. Therefore…
  • Recognize they have concerns and invite them to continue the conversation offline.
  • This act alone, whether the client follows through or not, will mitigate some of the damage.
  • When the client agrees to take it offline, resolve the situation to the best of your ability and within the bounds of your professional obligations.

If the resolution leaves the client satisfied, ask them if they would indicate such in a follow-up to their original dissatisfied review.  If they choose not to for whatever reason, you can follow up yourself and indicate you were glad the matter was subsequently resolved to the client’s satisfaction. It will be truthful.  If it was not solved to their satisfaction, you can still respond as a follow-up that you met with the individual to discuss the matter.

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Consumers and clients know that reviewers can be dissatisfied, rightly or wrongly, and post reviews in anger.  What matters is how you respond and recognizing you have to respond in order to show there are two sides to every conversation.

You might ask how you’ll know if there is a negative review.  You need to set Google alerts for your name and your law firm’s name and you’ll get notifications daily (or whatever interval you prefer) and you’ll be alerted in your inbox.

Online reviews are an important and powerful tool for clients. And they are already an important tool for your law practice right now, even if you don’t realize it or actively participate.  But not actively participating will hurt you. I encourage you to not be a spectator in the creation of your online reputation as it is a critical component of your current and future success.


Susan Cartier Liebel is the Founder and CEO of Solo Practice University®, an online educational and professional networking community for lawyers and law students who want to create and grow their solo/small firm practices. She is a coach and consultant for solos, an entrepreneur mentor for LawWithoutWalls.org, a member of the advisory board for the innovative Suffolk School of Law – Institute on Law Practice Technology and Innovation, an attorney who started her own practice right out of law school, an adjunct professor at Quinnipiac University School of Law for eight years teaching law students how to open their own practices, a frequent speaker, and a columnist for LawyersUSA Weekly, The Connecticut Law Tribune, The Complete Lawyer, and Law.com. She has contributed to numerous legal publications and books offering both practical knowledge and inspiration. You can follow her on Facebook, Twitter, LinkedIn, and Google+, and you can email her at Scl@solopracticeuniversity.com.

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