No matter the practice area; online reviews are vital for your law firm!
Let us explain with an example…
Courtney needs to hire a divorce lawyer to help her through this difficult season in life. She understands this is going to cost thousands of dollars (given the arduous situation between her and her partner) to sort the business they manage together, their retirement plan, custody of children, etc. The divorce will take time, many meetings and phone calls with the lawyer in whom she chooses. She will need someone who has an outstanding reputation, charges fairly and is trustworthy. Her friend recommends someone, but with so much at stake, she wants to know that other people in similar situations have had successful outcomes with the recommended lawyer.
So she begins to search for whatever reviews she can find. The lawyer her friend recommends has no reviews, but she finds a lawyer in a neighboring town that has an overall rating of 4.8 stars (out of 5). The only negative review the local lawyer has was from 2014 and was not left with any feedback. The online community has spoken and the lawyer in the neighboring town receives an appointment request from Courtney.
The Skinny on Reviews
What do you need to know about online reviews? Your customers WILL look for you online! They may search for you on one or all of the online platforms – Google My Business, Yelp, AVVO, Facebook, LinkedIn, etc. These review tools are available to help navigate how a potential customer will pick their lawyer. In one study that involved 30,000 sites, investing in reviews increased organic traffic (Organic Traffic: visitors that land on your website as a result of unpaid (“organic”) traffic) from 5,500 to 8,000 in nine months! With the increase in organic traffic, your firm will inevitably begin to see an increase in lead forms or calls which will lead to more consultation appointments followed by more clients year over year.
According to a recent study, the most important review factors to consumers were as follows:
- Star rating
- Legitimacy
- Recency
- Sentiment
- Quantity
Are Google My Business reviews the most important of all online reviews for lawyers?
Google is by far the most trusted search engine on the web. Google has consistently held the top market share (above 90%) for the past decade. While holding this impressive share of the market, it has also expanded its services.
A key service for lawyers and businesses to note is Google My Business, or GMB. GMB is what most people know as the side tab that shows up on a Google search result.
This tool allows businesses and people alike to see specific information about what they look up. They can see store hours, locations, and reviews.
Google My Business reviews are far and large the most important reviews on the internet that people engage with. According to a ReviewTracker survey, 6 out of 10 people check GMB Reviews over sites like Yelp and Facebook. Why is this the case? It has to do with Google being the front-line of any search result. Google shows its own review tool above any others. It also has to do with the fact that unlike Yelp, which most people associate with restaurants, Google is generalist. Getting reviews on GMB, both quality and quantity, is important.
Here’s a few ideas on how to increase your Google My Business review!
- Asking your followers on social media
- Ask previous customers
- Call on friends and family
- Ask within your network
Need help with growing your law firm? Contact Us!
Green Cardigan Marketing has years of experience growing Law Firms’ online and social presence. Understanding the complexities of working with Google’s algorithm is tough but we can help your firm rank higher. We are experts at building your brand and showcasing your talents to the legal community and potential clients. If you have any questions or need a free marketing review we’re here to help!
