The power of social proof and word-of-mouth can’t be understated. Whether searching for a laptop that will last forever, a reliable plumber, or an experienced attorney, many people rely on recommendations, referrals, and positive reviews to make their decision.
While potential clients can search for Google and Yelp reviews, collecting and posting positive reviews on your firm’s website is a great way to entice new clients. They build trust and credibility, guide clients to work with your firm, improve your engagement, and can even improve your SEO results.
You can start collecting reviews and testimonials on your website, too. Read on to discover why you need them, how to get them, and our best tips and tricks.
Why Are Reviews and Testimonials So Important?
Collecting testimonials and reviews can make the difference between converting a website visitor to a client or losing them to the next Google search. Here’s how they benefit you:
- Build trust and credibility: For attorneys, trust and credibility are everything. Lawyers are already up against negative societal perceptions, but reviews can tell a different story. Potential clients want to know that a firm is effective, competent, ethical, and a good fit for their legal needs. By soliciting reviews on your website, you can use your clients’ own words to demonstrate exactly how your firm fits the bill.
- Lengthen “dwell time” and site engagement: The more content on your site, the more likely a visitor will increase their “dwell time.” The longer they spend on your site, the more likely they will reach out for a consultation or more information. Not only are you demonstrating positive social proof, but you’re capturing their attention long enough to convince them your firm is a good fit.
- Improve conversion rates: User-generated content, like reviews, can decide whether a visitor reaches out. 89 percent of consumers say they read reviews before making a decision, especially for services: there’s no tangible product to examine, so consumers rely on others’ experiences. Make it easy for your visitors to read what others have to say.
- Boost your SEO results with fresh content: SEO positioning depends on fresh content. Collecting and posting your best reviews is a great way to update content without creating new blog articles, pages, videos, or other updates.
How to Solicit More Reviews on Your Website
Now that you know why collecting reviews is important, it’s time to explore how to get them.
First, you’ll need a dedicated page on your site for collecting reviews. This makes it easy for clients to share their thoughts. Some attorneys prefer to offer their own forms, which allows them to cherry-pick testimonials to share on their websites. Others may decide to point clients to third-party review sites, like Google, Yelp, Avvo, and more.
Decide which track you’ll take and keep it simple. You only want your client to do one thing: share a review. Whether you choose a form or third-party links, avoid distractions.
Third-party review sites can be helpful: external review platforms are indexed in Google, so when people search for your firm, they’ll find these review sites. However, there are a few things to keep in mind. While you can “claim” your presence on these sites as an owner, you may not be able to delete negative reviews. (Most will allow you to respond, which can be both a positive and a pitfall.) One way to handle this is to visit the external sites occasionally and choose the best reviews for your testimonials page.
Next, your page must be easy to find on the site and share with others. The URL should be easy to read and remember, such as yourlawfirm.com/reviews.
While you can share the link in firm newsletters and client communication (following all applicable state professional responsibility rules), ensure that the review link is featured prominently on the home page and within your navigation. If you have a separate testimonial page, you may also wish to link to the review page.
Tips and Tricks
Once you’ve mastered the basics, you can further refine and improve. Here are our best tips and tricks:
- Avoid review gating: Review gating is when a firm or business only encourages happy clients to leave a review. That is, if they leave a four or five-star rating, they’ll get an option to leave a written review. While that can be a tempting proposition, it makes your firm look unethical and is not allowed on most review platforms. Remember, you can pick the best testimonials to feature on your website.
- Try multimedia testimonials: Our current digital era prizes multimedia—look at the popularity of TikTok, Snapchat and Instagram. Consider collecting video testimonials. Video inspires more trust in your testimonials. Viewers can see a “real person” behind the message and are more likely to put faith in the message.
- Use testimonials in your promotional materials: Finally, don’t forget to use your testimonials in your promotional materials, too. Positive reviews deserve a place in your firm newsletter, social media, and networking material.
Collecting more testimonials from your clients can make a powerful difference on your website and your promotional materials. Don’t neglect the opportunity to get fresh new content, build trust with clients and promote your skills and experience.