While nobody can build an ironclad reputation overnight, these tips will certainly point you in the right direction!
Your law firm’s reputation matters more than you know, both online and via word of mouth. A recent report by reputationX discovered that 49 percent of consumers need to see at least several four-star rating before hiring a certain business. The average potential client is going to do their research on you and will want to see a fair amount of positive ratings before they even think of reach out to you. A bad reputation will drag your firm down to a place where you won’t ever succeed. Potential clients will run from your practice without you even knowing it and potential employees will apply to other law firms versus joining you.
There are several contributing factors that can lead to a bad reputation. Your competitor says something bad, a PR crisis gets out of hand, or a client with a large social media account is vocal about a bad experience, some less than favorable reviews are left on your Google My Business Account or Facebook page. It can happen to anybody since there is nothing stopping anyone from leaving any kind of comment or review of your practice online. Here are four simple steps you can take to help ensure your practice builds a strong and positive reputation.
Incentivize Reviews
Since reviews matter so much to potential clients, it is going to be in your best interest to try to get as many of them as possible. The truth is, people don’t tend to leave reviews unless something really negative happens. According to a study by Review Trackers, someone is more likely to leave a review after a negative experience versus a positive one, in fact they are 21 percent more likely! So, the trick is not only to get more reviews but ensure that they are positive ones as well.
The simplest way to do this is to reward your clients for their nice review. This reward can come in several different forms, such as a discount on future legal work, a gift card to a great local restaurant, or entry into a large content/giveaway. The other step to this process is to ensure that they leave you a positive review. The best way to do this is to make sure you ask for the review at the right time. If you just sent them an invoice, probably not the best time to also ask them for a nice review. Instead ask them at the tail end of your time together, ideally after reaching a favorable outcome for them. This way you remain fresh in their mind and those fresh thoughts are going to skew more positive as well.
Provide The Best Service Possible
This isn’t a groundbreaking concept, but the best way to ensure you get great reviews is to provide great service to your clients. Reviews through word of mouth might not be as long-lasting as internet reviews, but they can carry just as much weight. People also love to tell their friends and family about the positive interactions or business they’ve encountered.
Think through ways you can show your clients how much they mean to you, and make them feel special as a result. No one ever forgets a business that goes above and beyond. This is why the simple act of providing the best possible service to your clients is one of the best things you can do to get great reviews in return.
Respond to Bad Reviews
Getting a bad review is never going to feel great and sadly no matter what you do, you’re probably going to still get one. But there is a silver lining. Use those negative reviews as learning opportunities. Never delete bad reviews (unless they are from fake accounts or deliberately false), instead reply to the negative reviews. Your responses are your chance to show potential clients your level of professionalism, your eagerness to correct the situation, and the level of care and duty you have towards your practice, personal brand, and your clients.
Potential clients will read your responses to negative reviews just as they will read the positive ones. So you have to make sure your responses are timely and make it obvious that you’re willing to work to make things right. Otherwise, try to provide the context needed to make the situation show you in a positive light.
Use Social Media To Add Value
Social media is a great resource that allows you to show who you really are to both your clients and potential clients alike. Use the various platforms to grow and strengthen your reputation by providing value to your audiences on social media. This can come in the form of free advice about generic legal topics, answer questions where ethical or share free resources that your followers would find helpful. By doing this you will solidify your reputation as the expert and your followers will know to come to you when they need a lawyer, even if they have never actually worked with you in the past.
Social media can also be used to break down any stigmas or untrue opinions about lawyers. Show people how much fun it is to work with you and your practice, give a peek behind the curtain of what really happens in a law firm on any given day. People like others who are honest and open, and if you can show people what you are really like beyond a suit and tie then your reputation will only shift in a positive way.
While nobody can build an ironclad reputation overnight, these tips will certainly point you in the right direction!
