When a consumer searches for an attorney online, they see a few choice listings sitting at the top, showcased with five stars underneath their names. Being featured at the top like this is definitely the place to attract the attention of potential clients, and it will gain any business more coveted clicks. So, how can your company rise to the top of the search engine like this? There are a few basic steps to push your law firm to the top and gain those attractive stars under your name.

Review Guidelines 

If you earn real reviews for a service or product, Google displays stars, but they want to avoid bogus reviews, posted by fake customers. Because of this, Google has drafted reasonable guidelines for posting reviews on your website using “schema markup.” Schemas are codes that connect with online information like reviews, business information or attributes. Following these rules closely on your website will make it more likely that your reviews will be solid in Google’s eyes:

• Clients should be able to share true feedback — both positive and negative.
• Use reviews that originated from your own website and avoid using reviews imported from other sites.
• Make sure the reviews you mark up with schema are accessible to consumers

Get More Google Review Stars 

When trying to get more Google review stars, the initial step is to ask for reviews from clients. Ask each and every client for a review when wrapping up a transaction, because quantity matters. Each review should be unique, new, and previously unpublished. Display these reviews with a different one on every relevant page of your website. Assemble the essential information: the client’s name, review date, the body of text and star count. Then, you can take your reviews and use schema markup to maximize your chances in the search results. 

Use Schema Markup Strategies

There are various uses for Schema markup, and here are some tips for using it: 

• In WordPress, switch from visual to text editing, using the specific code. The WordPress Schema plugin will help you do this. For more assistance with Schema, visit their website.
• Make use of Google’s Data Testing Tool to assess your work and check for mistakes. 
• Confirm that your changes will be properly indexed by submitting your XML sitemap into the Google Webmaster Tools again.
• After 5-7 days, conduct an organic search to verify that your changes were successful. 

Try Trusted Review Sites

Google recognizes certain trusted review sites as solid places for gathering legitimate consumer reviews. Each of these review sites uses methods to ensure that reviews include trustworthy feedback from real clients or customers. Start using a few of these trusted review sites and request your clients to leave reviews for you at these places. (Make it easy for them by including a link in a wrap-up email.) Google has a list of trusted review sites; here are a few of the best review sites for both your law firm and many other types of businesses: 

• FindLaw
• Justia
• Avvo
• Better Business Bureau
• Trustpilot
• Lawyers.com

Build Website Authority

A real connection exists between your law firm’s website’s “site authority” and the way Google notices your star ratings. The strength of your website translates into the site authority rating, so enhance your website’s site authority by keeping it valuable to visitors, creating relevant links, and inserting SEO as appropriate. To improve your site’s authority, you must prove that your website shares reliable information, and that you have the expertise to back up your quality content. Boosting site authority cannot be accomplished in a few days; it takes time, but here are four ways to strengthen your site’s authority:

1. Create quality content. Write useful content that consumers need. Begin a blog that speaks to your unique audience. Update old content, and write more evergreen content (material that will be useful for the long-term.) Conduct a content audit, clearing out duplicate or obsolete material. 
2. Include links. Promote your content with content marketing strategies. Offer to write guest posts that gain you backlinks. Add posts and comments to LinkedIn and other professional group threads. 
3. Stay active on social media. Create a presence and following on social media platforms where your target audience is. Schedule your blog posts, articles, and social media content. Make use of paid advertising. Show thought leadership. 
4. Build law firm recognition. Ask for and post client testimonials. Gain positive reviews. Request endorsements from LinkedIn connections. Promote your local visibility. Speak at community events. Become an expert legal source. 

Expand Your Star Ratings

Apart from using schema markup or relying on Google’s ever-changing algorithm, there are some key steps you can take to achieve more favorable star ratings. 

Build Quantity

It is simple math: the more reviews you have, the better your accumulated average. If you are just launching your business, focus on gathering an abundance of reviews. Every law firm can make review requests an automatic part of wrapping up a case. 

Stay Client-Focused

Great service equals great reviews. Even if a client’s case does not have a desired outcome,  your law firm can still control how clients are treated. This commitment to quality and compassionate service is usually reflected in client reviews. 

Respond to Reviews

Whether the review is positive or negative, responding to your Google reviews is a wise move. Responding consistently helps visitors see that you care to connect online with your clients. Negative reviews can be disheartening, because they paint an unfavorable picture and they bring down your average rating. However, law firms do sometimes get negative reviews, and if a client writes a negative review do not ignore it. Here are some things to consider when responding to a negative review:

1. Take a breath and take your time. Never respond immediately or emotionally to a negative review. 
2. Research the client’s situation. What exactly happened here?
3. Consider your response with an attitude of empathy.
4. Create a first draft before posting your response.
5. Be brief; keep your response to three to four sentences.
6. If possible, contact the unhappy client by email or phone. After you reach out,  some clients decide to change a review, sensing that you handled their issue well.
7. Whatever the outcome, move on and stay focused on the things you can control.

Conclusion

Earning a stash of excellent star ratings takes time, and any law firm must develop the habit of asking clients to write reviews. Be sure to create an account with trusted review sites, which gives your clients another way to find you. Build your site’s authority by gaining backlinks and creating valuable content for consumers and potential clients. Adding schema to your website, staying client-focused and providing quality service are all part of gathering great reviews, too. As an attorney, be sure to examine the ABA ethics rules regarding client reviews and marketing, and be aware of your state’s guidelines.   

This Week’s Action Step:

• Add a client review request to your client wrap-up email, providing a convenient link to do so.

Annette Choti graduated from law school 20 years ago, and is now the CEO & Owner of Law Quill, a legal digital marketing agency focused on small and solo law firms. Law Quill is the only legal digital marketing agency that provides unique, SEO-optimized content, pre-packaged content, and courses for lawyers to learn SEO themselves through Law Quill Academy. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at annette@lawquill.com