How Small Law Firms Can Get More (and Better) Google Reviews

Here's how a lot of client decisions actually get made today. Someone gets a referral or sees your firm in search results. Before they call, they Google your firm's name. In seconds, they're looking at your Google reviews — how many, how recent, and what they say. That glance often decides whether they call you, call a competitor, or keep looking.

For small firms, this is both a challenge and an opportunity. You can't outspend big firms on advertising, but you can absolutely build a stronger review presence than firms many times your size — because most law firms are surprisingly passive about reviews. Here's how to do it right.

Why reviews matter so much for law firms specifically. Legal services are high-stakes and hard for clients to evaluate. A potential client usually can't judge your legal skill directly, so they look for proxies for trustworthiness and competence. Reviews are the most accessible proxy there is. A firm with 40 recent, positive, specific reviews reads as established and trustworthy. A firm with 3 reviews from four years ago reads as uncertain — even if the firm is excellent. The reviews often matter more than the quality of your website.

Claim and complete your Google Business Profile. This is step one and it's free. Claim your Google Business Profile (formerly Google My Business), and fill it out completely: accurate name, address, phone, hours, practice areas, website, and photos. A complete, accurate profile ranks better in local search and gives potential clients confidence. This is also what shows up in Google Maps and the local "pack" of results — prime real estate for a local firm.

Just asking is the biggest lever. The single most common reason firms have few reviews is simple: they don't ask. Satisfied clients are usually happy to leave a review — they just don't think to do it on their own. A firm that systematically asks satisfied clients for reviews will build a strong presence far faster than one that waits for reviews to happen organically. The ask is the whole game.

Build the ask into your process. Don't rely on remembering to ask. Build it into your workflow. When a matter concludes successfully and the client is happy, that's the moment. Have a standard, comfortable way to ask — in person at the closing conversation, in a follow-up email, or both. Make it a normal part of wrapping up a matter, not an awkward one-off request.

Make it easy. Every step of friction loses reviews. Send clients a direct link to your Google review page. Consider a short instructional note or a simple card with a QR code. The easier you make it, the more reviews you'll get. A client who has to search for your profile and figure out where to click will often just not bother, even if they meant to.

Mind the ethical rules. Attorneys are bound by rules of professional conduct that affect reviews and testimonials. Generally: you can ask satisfied clients for honest reviews, but you cannot offer anything of value in exchange for reviews (no discounts, gift cards, or other incentives — that crosses ethical and platform lines). You also need to be careful about confidentiality: never confirm or reveal confidential client information in a response to a review, even a negative one. Know your state's specific rules on lawyer advertising and testimonials before building a review program.

Respond to reviews — thoughtfully. Responding to reviews signals that you're engaged and that you care. For positive reviews, a brief, warm, professional thank-you is appropriate (without disclosing confidential details). For negative reviews, this is where lawyers have to be especially careful: never reveal client information, never get defensive or argumentative, and never violate confidentiality to "set the record straight." A calm, professional, non-specific response ("We take all feedback seriously and would welcome the chance to discuss your concerns directly") is far better than an emotional one. Potential clients read how you handle criticism.

A few bad reviews aren't fatal — and can even help. A perfect 5.0 with only a handful of reviews can actually look less credible than a 4.7 with dozens of reviews. A few less-than-perfect reviews mixed in read as authentic. What matters is the overall pattern: mostly positive, recent, specific, and numerous. Don't panic over one bad review among many good ones. Handle it professionally and let the weight of your positive reviews speak for itself.

Don't buy fake reviews. Ever. It's tempting when you're starting from zero, but fake reviews are against platform rules, potentially against your professional conduct rules, and increasingly easy to detect. Getting caught can result in your profile being penalized or suspended — and the reputational damage of being caught faking reviews is far worse than having few reviews. Build real reviews from real clients. It's slower but it's the only sustainable path.

Look beyond Google too. Google is the most important platform for most firms, but depending on your practice area, legal-specific directories (Avvo, Martindale-Hubbell, and others) and general platforms (Yelp, Facebook) may also matter. Focus your energy on Google first, then expand to the platforms where your specific clients actually look.

Consistency compounds. Reviews aren't a one-time project; they're an ongoing habit. A firm that asks every satisfied client, month after month, builds a review presence that keeps growing and stays current. Recency matters — a steady stream of recent reviews reads better than a burst of old ones. Make the ask a permanent part of how your firm operates, and the presence builds itself over time.

For a small firm, a strong review presence is one of the highest-return, lowest-cost marketing investments available. It's mostly free, it directly influences whether potential clients call, and most of your competitors aren't doing it well. The firms that treat reviews seriously have a real edge.

Moore Consulting Services helps small and boutique law firms nationwide strengthen their client experience, intake, and reputation systems — the things that turn good work into a steady stream of new clients. Let's talk about your firm's presence.

Note: Attorney advertising, testimonials, and solicitation of reviews are governed by each state's Rules of Professional Conduct. This post discusses general principles; always confirm your state's specific rules before implementing a review program.