In a competitive legal industry, law firm reputation management is key to helping your firm stand out from the crowd. However, reputation management is often overlooked when running a law firm, as case management, daily operations, and client acquisition are often given greater emphasis.
This oversight has consequences that many law firms are unaware of. In fact, our research shows that 72% of firms describe themselves as caring, but only 40% of clients say the same thing.
This perception gap’s impact on reputation management is costly, resulting in fewer leads, lower client satisfaction, and fewer revenue opportunities.
Fortunately, by implementing a systematic, multichannel approach to reputation management through the use of law firm reputation management software, you can close this perception gap and build your audience. We’ll look at seven strategies that can help you improve your reputation.
Strategy 1: Prioritize Client Experience & Operational Excellence
The overall client experience is the foundation of your law firm’s reputation. Clients form opinions of your firm during every interaction, communication, and case milestone.
If they have a positive perception of your business, they’re far more likely to recommend it to others or leave a positive review online.
Prioritizing the client experience begins by delivering consistently excellent service. Focusing on timely communication is a great place. If your clients feel they have to chase you down for case status updates, they’re less likely to become repeat clients or to promote your firm to others.
Implement a communication system where you’re connecting with clients at key points throughout their case, from initial intake to case resolution.
Even if there are no major milestones, you should ensure you’re keeping clients informed, or else they may feel abandoned or ignored.
To start building an effective client experience strategy, you’ll need to collect client feedback. Gather feedback from clients through periodic check-ins, post-case surveys, and exit interviews. Then, identify where on the client journey you’re succeeding and where there’s room for improvement.
Making those improvements is where you can begin leveraging legal technology to improve the client experience. For example, Case Status’s AI-Powered Sentiment feature can analyze communications to identify how your clients are feeling and then recommend appropriate responses.
This automation also frees up your staff’s time, improving law firm operational efficiency while maintaining high-quality standards for your clients.
Similarly, with Predictive NPS, you can use AI to identify which clients are happiest and convert them into promoters through reviews and testimonials.
If you find that your NPS score is low, you can focus on tips for legal operations management to improve the client experience. For example, you can increase case velocity or identify bottlenecks in your onboarding process.
Strategy 2: Identify Your Current Online Reputation
Understanding your current online reputation is essential before you can implement any reputation management initiatives. Without accurate data, you won’t be able to know what elements of your firm’s client experience are in need of improvement.
See What Clients Say About Your Firm
Start by opening an incognito browsing window, and search for your firm, individual attorneys, and your practice area combined with your location.
The first page of results will give you an idea of what potential clients are seeing when they first start researching your firm. Ideally, you don’t want to see negative reviews or outdated information.
Identify Where Your Firm Shows Up Online
Next, make sure you’re showing up on legal directories like Avvo, Martindale-Hubbell, and Lawyers.com. You’ll also want to check more general review platforms, such as Yelp and Facebook. Make sure you’ve set up your Google Business Profile so that clients can leave reviews on Google.
Monitor any mentions of your firm on social media platforms, like LinkedIn, Twitter/X, and Reddit, to get a general sense of whether your firm is being portrayed positively or negatively.
Categorize Review Sentiment
Categorize all content you’ve found across these platforms as positive, negative, neutral, or outdated.
By categorizing your content according to sentiment, you’ll have a baseline for understanding where your firm currently stands. This gives you a better sense of which issues or platforms you should prioritize first.
Use Sentiment to Identify and Address Issues
This baseline can also help you identify issues before they become actual crises.
For example, one negative review can serve as an opportunity to address whatever was the cause of the client’s complaint. You can use this to prevent multiple negative reviews about the same issue that could end up seriously damaging your firm’s reputation.
Establish a Strong Presence With Accurate Information
Likewise, keep in mind that establishing a strong presence in search results takes time and effort. If you notice that a competitor is dominating Google search results for your practice area, you’ll need to get started right away on your SEO strategy.
Climbing the rankings can be a months-long process if done well.
Toward this effort, it’s also important to make sure your online information is correct, such as your Google Business Profile and legal directory listings. This will go a long way to helping you establish credibility in the eyes of Google and other search engines.
In the long run, correct information will help you become more competitive in search results.
Strategy 3: Strengthen Your Reputation With Client Reviews
Online reviews are among your strongest tools for enhancing your law firm’s reputation.
When researching law firms, potential clients typically place emphasis on reviews and referrals, which are usually seen as more trustworthy than conventional marketing content. Plus, search engines use reviews as a key factor when ranking your firm in local search results.
Generating positive reviews requires more than just providing excellent service and waiting for clients to review you. Instead, you need to build systematic processes for measuring and acting on client feedback.
As mentioned, our NPS Predictor can identify clients that are most likely to leave a positive review of your firm.
Timing is essential. Review requests should be sent out right after key milestones when client sentiment is positive.
For example, our marketing automation software for law firms uses Review and Referral Request Automation to send out automatic review requests right after a settlement has been reached or after a client has had a positive interaction with one of your attorneys or staff.
Your Google Business Profile is critical to growing your law firm through client referrals. Potential clients can quickly see your reviews, rating, and essential business information instantly before they even visit your website.
Make sure your Google Business Profile is up to date and consider asking clients to leave positive reviews on Google. Acknowledging positive feedback while also handling negative reviews professionally and courteously is key to accelerating law firm growth through online reviews.
Avoid being defensive when dealing with negative reviews. Instead, emphasize your commitment to improving the client’s experience. Even a well-handled negative review can enhance your reputation by showing prospective clients that you’re receptive to feedback.
Strategy 4: Build a Community Through Social Media
Social media isn’t just for broadcasting your firm’s achievements. Instead, you should use it as an opportunity to build a loyal community around your firm.
Instead of focusing on self-promotion, which can turn prospective clients away, use social media to promote education and engagement.
Many people researching legal topics feel overwhelmed by the legal process. Use your social media accounts to answer common client questions and to demystify legal issues. This focus on practical knowledge sets up your firm as a trusted resource, which can lead to more clients.
Also, make sure you’re engaging with your audience. Respond to questions and comments, and host Q&A sessions and Instagram Live events where people can ask questions in real time.
Authentic interaction is one of the most effective marketing strategy tips for law firms, as it presents your firm as knowledgeable, approachable, and genuinely dedicated to helping clients.
Finally, use social media to highlight your reputation management efforts on other platforms. For example, you can repost positive Google reviews (with the client’s permission), promote your blog or podcast, or share a video of your firm participating in community events.
Strategy 5: Accelerate Reputation Growth Through PR & Media
Earned media and public relations give your firm a level of credibility that paid advertising can’t compete with.
For example, consider having an article published in a reputable news outlet or appearing on a respected podcast. This signals to potential clients that you’re an authority in your practice area.
You can increase your chances of being asked to participate in earned media opportunities by offering commentary on journalist request platforms like HARO (Help a Reporter Out). You can also pitch guest article ideas to legal publications, local newspapers and magazines, and industry journals.
The more exposure you get through third-party media, the more likely you’ll be asked to participate in other public relations (PR) opportunities in the future.
Media appearances serve multiple objectives when managing your firm’s reputation. You’ll reach audiences you never would have reached through traditional marketing, and you’ll generate high-quality backlinks.
These have a big impact on your search engine rankings. Plus, third-party media will often rank high in search results, which will counteract any negative reviews you’ve received.
Media exposure is also key to how law firms acquire clients through multiple channels. You can share your media appearances across your other channels, such as through social media, blog posts, email newsletters, and on your website.
Each mention on a different channel will reach different audiences while reinforcing your firm’s credibility.
Strategy 6: Build Authority With Owned Digital Assets & Thought Leadership
Developing your own digital assets and thought leadership is essential since this is content that is entirely yours. Digital assets, like your website, blog, podcasts, webinars, and case studies, help you build online authority. This can lead to better search engine results.
A key part of creating effective marketing content is to focus on content that addresses your clients’ needs rather than simply promoting your firm.
Blog posts, for example, should address frequently asked questions that require in-depth responses. Similarly, you can publish case studies that showcase a client’s successful case outcome (while also being sure to respect their confidentiality).
Digital assets are one of your best tools for improving your visibility on Google and other search engines. By building up a library of relevant content, you signal to search engines and visitors that you’re an expert in your field.
Establishing authority is one of the most important ways you can differentiate yourself from the competition and begin climbing search engine rankings.
Back up your content with social proof, such as client testimonials, industry credentials, and awards and achievements. Highlighting these elements reinforces your credibility and signals to visitors that your online content is trustworthy.
Keep in mind that while written content, such as your blog, will often be the foundation of your digital asset strategy, you shouldn’t overlook other media. Podcasts, video content, and educational webinars can generate media attention and backlinks while expanding your brand’s reach.
Strategy 7: Monitor, Respond, and Manage Mentions Proactively
Reputation management requires ongoing monitoring and engagement. You should have systems in place to track online mentions of your firm, so you can respond quickly and appropriately.
Utilize tools that track mentions of your firm, attorneys, and other relevant keywords across search engines, social media, review sites, news outlets, and legal directories.
Google Alerts can be good to start with, but tools like Brand24, Mention, and ReviewTrackers provide more sophisticated and comprehensive coverage.
Establish a system for how you’ll respond to different types of mentions, especially reviews. Positive reviews, for instance, should be responded to with gratitude. Negative reviews, meanwhile, require balancing between addressing concerns without coming across as defensive.
Use your different platforms to amplify positive media mentions.
By acting quickly, you demonstrate to your audience that your firm is proactive, attentive, and dedicated to a positive client experience. Even if people have never interacted with your firm before, they’ll see a professional and considerate response to a negative review as a positive reflection on your reputation.
That positive perception can help you turn what would otherwise be a negative experience into an opportunity to grow your client base.
Plus, by being proactive in monitoring your reputation, you’ll catch issues before they escalate. For example, you may notice a competitor is climbing the search engine rankings for a keyword that you feel more naturally aligns with your firm. This may indicate a need to shift the focus of your content.
Similarly, multiple reviews may highlight the same pain point, which you can address quickly before the issue does serious damage to your brand.
Key Takeaways for Law Firm Reputation Management
Individual attorney performance or isolated marketing efforts aren’t enough to maintain a strong reputation. Instead, your firm needs a systematic, multichannel approach that builds authority and credibility with your audience over time.
This strategy should combine online monitoring, review management, community engagement, PR, and digital assets.
By developing a cohesive and coherent engagement strategy across these different channels, you’ll reach a larger audience, provide genuine help to your visitors, and ensure prospective and existing clients see your firm as responsive, caring, and credible.
Ready to grow your firm’s client base through effective reputation management? Discover how Case Status can help you build credibility, expand your reach, and improve your client experience through our AI-powered platform. Book a demo today.
