After eleven months on the road, we are back in Orlando for the month to help out with the judicial races.
Which, of course, means that after eleven months of avoiding COVID, my wife caught it three days after we got back. Florida.
Thankfully, she is totally fine. It is just one of those things that feels cosmically predictable, especially since we are trying to cram as many networking events and friend catch ups as possible into a three week window.
That also means trying new restaurants.
If you are anything like me, what is the first thing you do when someone recommends a new place?
You check the reviews.
I do not care if you have recommended five great restaurants before, or if you are a professional food critic. I am still checking the reviews.
If they are not great, I usually pass.
The truth is, I trust a bunch of random strangers more than a close friend. And that is not unique to me.
Your clients think the same way.
So in this two part newsletter, we are going to walk through how to get more reviews.
Part One
When Should You Ask for a Review?
1. When You Turn Down the Case but Still Help
You are not going to close every prospective client. That is reality.
Sometimes it is not the right practice area. Sometimes it is not the right jurisdiction. Sometimes it just is not a good fit.
That does not mean you should blow them off.
Maybe you refer them to another lawyer.
Maybe you send them a free ebook.
Maybe you point them to helpful videos on your YouTube channel.
If you provide value, they may thank you with a review.
2. After a Consultation
Your advice often goes further than you think.
Sometimes the legal issue is so small that you can walk someone through it without taking them on as a client. Sometimes litigation does not make sense at all.
You are still delivering value.
That can still earn you a review.
3. After a Strong NPS Score
“How likely are you to recommend this firm to a friend?”
That is your Net Promoter Score.
For many firms, we build in checkpoints during the case to collect this feedback. When the score comes back very high, that is the perfect time to automatically send a review link.
Strike while the iron is hot.
4. When a Resolution Is Reached
Often, you know how a case will end before it is technically finished.
A settlement has been agreed to. A plea offer has been confirmed.
This is an excellent time to ask for a review, even if there are still a few loose ends to wrap up.
5. After the Case Is Fully Closed
This one seems obvious.
The case is over. Ask for the review.
That said, sometimes emotions are still raw once everything officially ends. This is not always the best moment, even though it feels like the logical one.
6. When the Mood Strikes
Sometimes it just feels right to ask.
Maybe the client expresses gratitude.
Maybe you went above and beyond.
Maybe the topic comes up naturally.
When that happens, do not hesitate.
Just make it personal.
Part Two
Who Should You Ask for Reviews?
1. Clients
Clients are your best source of reviews.
They worked directly with you. They experienced the process. No one can speak more credibly about your firm than someone who has been through it.
2. Clients’ Family Members
Sometimes you are helping an entire family.
If the client prefers privacy, especially in criminal defense or sensitive matters, a parent, spouse, or adult child may be thrilled to leave a review about the experience.
More reviews is better, and this is often an overlooked source.
3. Vendors
Vendors see how your firm operates behind the scenes.
If you communicate well, set expectations, and pay on time, those qualities matter. They reflect how you treat clients, too.
4. Mentees
People you mentor trust your judgment and your experience.
They can speak to your leadership, reputation, and the way you show up professionally.
That makes for a powerful testimonial.
5. Leads You Turned Down
Not every lead becomes a client.
But if you provided helpful guidance, resources, or direction, that value can still lead to a review.
No one has to walk away empty handed.
6. Referral Sources
A referral source is anyone who regularly sends clients your way.
They trust you enough to put their reputation on the line. They also hear feedback from the clients they refer.
That makes their perspective incredibly valuable.
Who Cannot Leave Reviews?
At a high level, here is what Google says about who can and cannot leave user generated content.
1. Employees
Employee reviews are often biased, even unintentionally.
Google discourages this for obvious reasons.
2. People Who Receive Something in Exchange
You cannot incentivize reviews.
No free services. No discounts. No payments.
As much as we might wish otherwise, this is a firm no.
3. Fake Accounts
Fake reviews undermine the entire system.
If anyone could create twenty accounts and fix their reputation overnight, reviews would be meaningless. Google actively polices this.
4. Reciprocal Reviews
You review me, I review you.
Google does not like this.
Will some slip through? Sure. But relying on this strategy is risky and not worth it.
Until then, have a wonderful week, and may you not find yourself arguing a case against She Hulk. If you do, at least do not upset her during the hearing.