If your law firm wants to attract more clients locally, visibility is everything. One of the most effective ways to stand out in local searches, especially in the competitive legal space, is by earning consistent Google reviews from your clients.

We always emphasize the importance of gathering client feedback, but it’s not just about praise — it’s about strategy. Google reviews play a key role in how your firm ranks in local search results. Industry research suggests that reviews make up around 13% of local SEO ranking factors.

Reviews and Local SEO: What’s the Connection?

When someone searches for legal help in your area, Google shows a map with top law firms nearby. To decide who appears in those top spots, Google considers factors like relevance, distance, and prominence. Reviews directly influence your firm’s prominence and help Google identify you as a credible, active business.

That’s why having a steady stream of positive reviews is crucial to any local SEO strategy.

How to Ask for Reviews the Right Way

Requesting reviews should be part of your post-case routine. When you’ve successfully wrapped up a client’s matter, send a short follow-up email thanking them and inviting them to leave a review. Make it easy by including a direct link to your Google Business Profile and clear instructions.

Here’s a simple example you can tweak:

Subject: Quick Favor — Share Your Experience
Body:
Hi [Client Name],
It was a pleasure helping you with your [practice area] case. If you feel we provided great service, we’d be grateful if you could take a moment to leave us a Google review. Your feedback not only helps others find us — it helps us continue doing what we do best.
[Insert Review Link]
Thanks again for trusting us!

Responding to Reviews

When you get a glowing five-star review, take a moment to say thank you. A quick, thoughtful reply shows you’re listening and that your firm values its clients. Add a personal touch if possible — it helps humanize your brand and builds trust with potential clients reading the review.

What to Ask for in a Review

Encourage clients to leave honest feedback under their real name and account. Google is cracking down on anonymous reviews (“A Google User”), and those could be removed. Authenticity matters.

Handling Negative Reviews

If you get a less-than-stellar review, pause before replying. Frustration is natural, but a professional, well-thought-out response is key. Address their concern respectfully and, if possible, take the conversation offline.

And remember: the best way to drown out a bad review is by earning more positive ones. A steady flow of recent, positive reviews will naturally push older or negative comments further down the page.

What Not to Do

While reviews are valuable, shortcuts will backfire. Here are some things to avoid:

• Don’t pay for reviews.
• Don’t stuff reviews with keywords.
• Don’t leave fake reviews on competitors.
• Don’t write or post reviews on behalf of clients.
• Don’t collect reviews from your office or on your Wi-Fi — Google may flag them if they all come from the same IP.

Always follow Google’s review guidelines. Reviews that include spam, offensive content, or conflicts of interest can be flagged and removed.

Final Thoughts

Google reviews are more than just kind words — they’re a vital part of your firm’s local visibility and online reputation. Make client feedback a regular part of your process, respond with gratitude and professionalism, and stick to ethical practices. Over time, this strategy will pay dividends in both SEO performance and client trust.