Mastering the Art of Client Reviews: When and Who to Ask for Testimonials

After 11 months on the road, we are back in Orlando for the month to help out on the judicial races.

Which of course means that after 11 months of avoiding COVID, my wife got it after we were back in town for 3 days...FLORIDA!!!!

Thankfully she's fine.  It's just sort of funny because of course, we are trying to jam as many networking events and fun catch-ups with friends as we can into the 3 weeks.

And that also means trying some new restaurants.  If you're anything like me, what do you do when someone recommends a new restaurant? 

You look up the reviews.  I don't care if you'd given me 5 great restaurants before...or if you're a professional food taste tester...I am still checking those reviews.

If they're not great, usually I'll pass.

The truth is, I trust a bunch of random strangers more than a close friend.  And that's not unique to me.

In fact, clients think the same way.  So in this two-part newsletter we are going to help you get more reviews.

First, when to ask for a review?

1) You turned down the case but gave some help and resources. 

You're not going to close with every prospective client. That's just the truth of the matter. Sometimes they might not be interested, or it's just not the right practice area, geographic area, etc.  Whatever the reason may be, that doesn't mean you have to just blow them off.

Maybe you make a referral to another lawyer

Maybe you send them a free ebook you've put together

Maybe you drive them to your youtube channel with some links

Whatever it is, maybe they'll thank you with a review.

2) After a consultation

Your advice can go a lot further than you think. Occasionally you might meet with someone and realize it's so small of a legal need that you can just walk them through how to finish it themselves.  Or maybe you let them know that it doesn't make sense to go through the hassle of litigation.

Seriously, as a lawyer you don't even have to drink to know things.

Still might be worth them leaving a review

3) After a good NPS score

"How likely are you to recommend this firm to a friend?"  That's an NPS score (net promoter score).  What we have done for a LOT of clients, is building out a few stages during the case to ask for this feedback.  And guess what?  When the feedback comes back REALLY good - automate a review link right there.

4) When a resolution is agreed to

A lot of times you will KNOW the outcome of the case before it's really over.  You might have the $$$ settlement agreed to, or the plea offer confirmed...this is a GREAT time to ask for a review even if there is still a bit of the case left to finish.

5) After the case is fully closed

Of course this is the easy one.  Everything is over, ask for the review.  But seriously, as Tom Cruise told us in cocktail - everything ends badly, otherwise it wouldn't end.

So sometimes this isn't the BEST time to ask for a review.

6) When the mood strikes

Occasionally the mood strikes, like Squints from the Sandlot (not nearly as intimate)...

But it just feels right to ask. Maybe it's because the topic came up.  Maybe it's because you were able to really do something above and beyond for them.  Whatever the reason may be, don't hesitate to make the ask if the mood strikes. 

Make it personal here though.

Who to ask for a review?

1) Clients

They have the most experience working directly with you. They are the ones you're focused on helping.  And honestly, NO one CAN give you a better review or referral than a client because they've been THROUGH the process.

2) Clients family

Sometimes you're working with multiple family members. If you do a good enough job (and I'm sure you will), you can ask for reviews from numerous family members. The more reviews, the better!

Especially for criminal defense work or something personal...the client might not want to be associated with you publically, but their parents or spouse or kids might be THRILLED to have had you help for someone they love.

3) Vendors
Reviews from vendors.  Anyone who works with your company and has a while might be able to truly and accurately share how your firm operates.  If you're quick to reply, set good expectations, pay on time, etc a lot of those traits will carry over to how you treat clients.

4) Mentees
Someone who has viewed you as a mentor is a great person to ask for a testimonial. They trust you to give great advice and they've known you for a while and might even know your reputation in the community.

5) Leads you turned down
As I mentioned before, not everyone will be the right fit. But again, it doesn't mean you or the lead has to walk away empty-handed. Some tips or advice would go a long way, leading to a review.

6) Referral sources
The exact definition of a referral source is the following:

"A person or organization from which a person or group of people is referred." They are sending work your way for a reason. They trust that they're putting the lead in good hands."

And they should get to hear some amazing feedback from the clients they sent over.

Limits on who can leave reviews

At a high level - here is what google has to say about who can leave UGC (user generated content in our case reviews - here)

Some from there - who can't

1. Employees - reviews might be a bit skewed. I mean, not everyone can be honest with themself and say they didn't do as well as they could.

2. People giving something for it - you can't bribe someone for a review. As much as we all wish we could pay for reviews, we sadly can't, which brings me to my next point.  Whether it's free services or direct payment...either is a no go.

3. Fake accounts - if you could create 20 fake accounts, it would ruin any reason for Google Reviews. It wouldn't be fair if someone could even out the bad reviews within an hour. 

4. Reciprocal reviews - you review me, I review you...google doesn't like it.  Are you going to have some reciprocal reviews?  Sure.  How many will hurt you?  Who knows.  But try and stay away with it.

Next week will go into how to get more reviews and what to do with them.  But until then!  Have a wonderful week and may you not have to go to court against She-Hulk (or at least don't upset her during a hearing...)

Until Next Friday,

Jordan Ostroff

‍