Legal Directories and Rating Systems
Studies show that more and more people are going online to find a lawyer. And, while most law firms have a website and some sort of social media presence, many neglect another important way that clients find lawyers online: review sites and online legal directories.
It may surprise many lawyers to hear that consumers are not just searching bar association directories and legal rating sites like martindale.com and avvo.com. They are also reading lawyer reviews on general sites like Yelp and Google. Lawyers, particularly those that serve a consumer clientele, have an opportunity to use these sites to build their reputations and attract more customers.
Using Review Sites
To achieve the most out of review sites, you should first claim and complete your profile. Include a photo, your street address, email address, and phone number, and a link to your website. Provide information about what you do, and your experience. According to recent surveys, top review sites for lawyers include Avvo, Martindale, Justia, FindLaw, and Legal Match.
Studies have shown that almost half of the people looking at lawyer reviews are concerned about the quality of service, and the overall rating. Encourage your satisfied clients to post positive reviews at the end of a successful representation. Ask them to specifically comment on your responsiveness and customer service.
Periodically monitor your reviews, and respond promptly to any negative comments. If the comment is a subjective criticism (“The staff was unfriendly”), respond on the site in a cordial and professional tone. If the comment is false (“The lawyer did not show up for my court appearance”), contact the review site, explain why the statement is false, and ask the site to remove the review. A site may be willing to delete a damaging review rather than risk litigation over a defamatory statement.
Some review sites include forums in which lawyers can answer questions posed by the public. Lawyers can rate higher in Avvo’s ranking system if they participate in these forums.
Other social media sites, like LinkedIn, allow you to post articles and share information on your profile page.
Google Business Profile can link your business to Google search results, allowing potential clients to see reviews, location, and website information on the same page as their search results.
Peer Review and Directory Sites
In addition to consumer review sites, there are legal directory sites that focus on ratings given by peers. A high rating on these sites can be a good selling point. However, you must have been practicing law long enough to have built a reputation in the legal community.
Directory sites include Martindale.com and Super Lawyers. Martindale.com uses reviews from other lawyers rather than reviews from clients to establish a rating. You can obtain a Martindale rating and listing by request. Super Lawyers has a nomination and peer review process, and only selects up to 5 percent of lawyers in each state as Super Lawyers, and another 2.5 percent as Rising Stars.
In addition to these sites, state and local bar associations and practice area associations also typically have online directories of their members. For each organization that you or your firm is a member of, make sure your directory profile is complete, and includes a photograph and a link to your website.
Finally, monitor the results of your efforts. A client intake questionnaire can help you see whether your participation in review sites and directories is bringing in the clients you want.