Tag Archives: Brand Management

Use These Tips To Manage Your Law Firm’s Online Reputation

Have you Googled yourself lately?

I know it sounds silly, but it’s probably the single most important task you can do this week to learn about your online reputation. Armed with the knowledge you’ll receive, you can take control of your online image and turn prospects into clients and clients into superstar referrers.

Online reputation management always starts with a quick search on Google for your name and/ or your law firm’s name. What are the first results that show up when you do a Google search?

Go on. I’ll wait.

Your search results probably look a little bit like this:

YOUR-WEBSITEImage Courtesy of Google.com

You should see your own website, followed closely by review sites like Yelp, Avvo, and Yellowpages.com. You may even find a Google listing with star ratings by your name, indicating your clients’ satisfaction levels.

Some people do vanity searches on Google for kicks and giggles, but when it comes to your online reputation, there’s nothing more persuasive than the first few results that return on a Google search. For many of your prospective clients, this will be their first encounter with your brand.

Don’t believe me?

Let’s play a scenario. Let’s say you have a satisfied client who refers you to one of their friends. Your client can’t remember your website, so he tells his friend to Google you.

While the referred prospect trusts his friend, he may get scared away from choosing you due to negative one and two star ratings on the first page of Google results. And if you don’t have any strategy in place to counteract that negative rating, you may just lose a prospective client.

Another scenario is that you’re competing with every other lawyer in your area. A lot of prospects simply search “family lawyer in town, state”. People often make their decision based on who seems to have the most amount of positive information out there. This includes positive reviews, but also an active presence on these review sites. The final part of the puzzle is your own website that operates as your hub and a library of information.

Let’s take a look at some other best practices for managing your law firm’s online reputation.

Here’s a checklist for how to manage your law firm’s online reputation.

Set Yourself Up for Success

+Set up shop on Avvo

Claim Your Profile on Avvo. While Avvo populates the basics of your profile with information from your state’s Bar Association, you should also fill in the gaps. Here are a few things you should include:

Up-to-date information about your law firm, including your website, phone number, email, and physical address.

A professional headshot. People like seeing who they will be working with. Putting a face to the name humanizes your brand.

List awards you’ve won, publications that have featured you, and organizations you’re a member of. It can improve your Avvo ranking and boost your reputation in the eyes of potential clients.

Get Reviews

+Ask for Reviews*

You’re a great attorney who cares about your clients (or else you wouldn’t be here). Based on this, I know you have clients who care about you, too. Now, it’s time to get them to show it.

How are your powers of telepathy?

Okay, so if mental communication doesn’t work, it’s time to go verbal or at least written. At the end of your case or legal preparation, ask your client to share a review about you or your law firm. You can ask face to face, if your client is in your office, or via email if you prefer.

When asking face to face, I recommend having a review-optimized business card handy. On your business card, point to the key places you’d like for your client to leave a review.

connect-with-us

Image Courtesy of Access Publishing

When asking via email, I recommend that you provide a mini-guide to make it as easy as possible for the client to leave a review for you. Ask for the review, leave a link to your profile (or directions on how to get to your profile), and provide guiding questions such as:

How was our service?

Would you recommend us to your friends and family?

Did we promptly respond to your questions and concerns?

Would you return to do business with us? If yes, why?

Keep it short, sweet, and to the point. That way, you’ll get a lot more people to leave reviews.

*You can’t actually ask for reviews for Yelp. Yelp specifically forbids it. What you can do is inform your clients that you are also on Yelp, and hopefully they’ll get the hint.

Alternatively, instead of asking for your clients to review you on third party websites, you can ask for good old fashioned testimonials. Then, you can put these testimonials on your own site.

While this may limit the amount of people who actually see your testimonials, you have a lot more control over what’s said on your own site. Review sites routinely delete reviews (both positive and negative, real and fake). This means a lot of your positive reviews may be lost forever because of a capricious algorithm.

That’s no fair.

Control the conversation by hosting all of your reviews (both good and bad) on your own website.

+Highlight Video Testimonials

If you can get your clients to leave video testimonials, do it! There are few things more persuasive and reputation boosting in the eyes of a prospective client than watching a relatable person tell his or her story.

You don’t have to hire a film crew and make a big production, unless you’re going to use this to create a commercial. If it’s strictly for your website or to market your law firm through Facebook or YouTube, you’ve got all the equipment you’ll need with your smartphone.

That’s right, a smartphone, a chair next to a window for good lighting, and (if you want better audio) a $15 lavalier microphone is all you’ll need to capture a compelling testimonial that will woo your prospects.

powers-law-groupImage Courtesy of Powers Law Group

Keep an Eye on Reviews

While you should make a habit of checking the top review sites regularly, it may be hard to catch every mention of you and your law firm on the Internet. That’s why I recommend setting up a Google Alert to get notified every time you’re mentioned.

Simply go here to set up a Google alert. You’ll need a Google account (if you have a Gmail address, that works). Then, enter any term you’d like to be notified of. This may include your name, your law firm’s name, or even a name of your competitors.

google-alertsImage Courtesy of Google Alerts

Then, set a notification schedule. You may wish to receive a daily email digest, or an email once a week. And you’re done. It’s easy, free, and a great way to monitor your online reputation.

Respond to All Reviews (Even Negative Ones)

So, now that you’re monitoring all mentions of your name, it’s time to make a commitment. Commit to responding to each and every review left about you and/or your law firm.

A lot of attorneys don’t do this, and the result ranges from appearing out of touch to just not seeming to care at all.

The fact is, if someone cares enough to leave a review on a website about you, you should care enough to respond.

Especially to negative reviews.

You may be thinking, why should I get down and dirty with a negative review? Don’t think of it that way.

Instead, think of it as an opportunity to show how much you’re invested in resolving problems. Plus, prospective clients are watching carefully to see how (or if) you respond to negative reviews. Your response also will indicate whether or not you’re argumentative (well, of course you are– you’re a lawyer!– but you’re also an advocate, and that’s the side you should show when interacting with online comments).

Last but not least, respond promptly. Responding a year later doesn’t have the same impact as responding a month after the fact. That’s why it’s a good idea to set up Google Alerts and implement a schedule for checking your reviews.

The First Step

The first step is to set up a website and control the conversation. AmazeLaw can help with that. Let’s talk.

Here’s a checklist for how to manage your law firm’s online reputation.

Avvo For Beginners: What It Is And Why It Will Benefit Your Practice

Love it or hate it, Avvo, along with other third party lawyer review sites, is an inescapable part of the Internet landscape. Clients (past, present, and possibly imaginary) can leave reviews about your service that can either mar or bolster your law practice, and there’s nothing you can do about it.

Or is there?

Like the old adage says, if you can’t beat ‘em, join ‘em. In this post, let’s discuss how you can use Avvo to attract more clients, build your brand authority, and win at life.

What is Avvo?

Avvo is a service that provides legal resources. In addition to its function as an online legal directory, Avvo makes it possible for users to review and rate attorneys.

Lawyers can easily interact with the Avvo community at large, either through Avvo’s premium-level Advisor service or through the free Q&A forum.

Avvo is one of the most popular and well respected services of its kind.

Why should I be on Avvo?

If you’re a lawyer, you’re probably on Avvo anyway. It’s suggested that 95% of all US-based attorneys are listed on Avvo– whether they want to be there or not. This is because Avvo populates its site using public information obtained from the State Bar Association.

That said, you don’t really want to leave it with just that basic information, do you? Especially since it’s free to claim your Avvo listing, why not optimize it with the type of information that will win you leads?

Check out our tips for creating a winning profile on Avvo!

If that’s not enough to convince you, here are a few other compelling reasons to claim your Avvo listing now:

+Avvo is great for SEO

If you’d like to get found via search engine (and who wouldn’t?), don’t overlook Avvo. Avvo frequently ranks on page one of search engine results for both individual and generic results, as you can see here:

avvo seo generic

avvo seo

That said, I wouldn’t recommend putting all of your eggs in the Avvo basket. You should also have a solidly built website that serves as your online hub. (We can help with that. Click here for more information.) This website should be search engine optimized and the definitive resource for your legal practice online.

However, actively maintaining a profile listing on Avvo will only help your search engine rankings, and may even drive more traffic to your website.

+Clients use the Internet for researching attorneys

While word of mouth is important, clients also turn to good ‘ole Google to find out more about an attorney before even the initial consultation. Clients don’t just look for your phone number and hours of operation online, they look for reviews, areas of expertise, and a winning smile.

This is why full representation on Avvo is a must. You need to be everywhere that your prospective clients are looking for you.

+Control the conversation

While you can’t exactly change what the reviews say about you, you can make it a two-sided conversation.

A lot of attorneys make the mistake of pretending like a bad review doesn’t exist and never responding. Ignoring an unfavorable review doesn’t make it go away. In fact, it reflects badly on you, making it look like you don’t care.

When you get actively involved on Avvo (and other review sites), you can add your response to a review, whether that review is good or bad.

When you respond, keep in mind the prospective client who will read what you’ve written. Choose words that are professional but warm, with a hint of appreciation and insight. Those are the responses that will win the argument every time compared to a “this client was horrible” type of response.

Here’s a Beginner’s Guide to Using Avvo

In order to reap the benefits of being on Avvo, you must actively participate. In fact, the more you participate, the more you can positively impact your Avvo rating. Here’s a rundown of how to use Avvo effectively:

Claim your listing right now for free, and then optimize it.

After claiming your listing, it’s time to optimize it. Be sure to subscribe to receive a list of our top tips for creating a winning Avvo profile.

avvoImage Courtesy of Avvo

Participate in Avvo’s legal Q&A section.

If you’d like to build authority and raise your profile with site visitors who are looking for answers, get involved with the legal Q&A section on Avvo.

Consider upgrading to Avvo Pro.

Use Avvo Pro to track important analytics, such as how many people are contacting you based on your Avvo listing. You’ll also receive a “Pro” sign next to your name, which indicates that you are invested in the Avvo community (quite literally).

Another benefit of Avvo Pro is the ability to remove your competitors’ ads from appearing on your listing.

Advertise with Avvo.

Speaking of showing up on a competitor’s profile, you can opt in to Avvo Advertising. This service allows you to create an advertisement for your service that pops up on another attorney’s free listing.

One of the benefits of going with Avvo advertising, aside from greater exposure, is the fact that you can also target your ads to a specific demographic.

Get as many reviews and ratings as possible.

Avvo offers two types of reviews: client and colleague. Urge your clients to leave feedback for you on Avvo after successfully rendering a service. Similarly, court peer endorsements by asking for them the same way you would on LinkedIn.

To clarify, your Avvo rating is not the same as a client review or peer endorsement. Avvo ratings are determined by how active you are within the Avvo community, along with professional achievements and other information. For a more detailed look at the differences between ratings and review, check out this post: What is the difference between the Avvo Rating, Client Reviews, and Peer Endorsements?

Join Avvo Legal Services.

Another feature that Avvo offers its customers is a fixed-fee advice session. You provide the service and Avvo works as a marketer. It’s offered only to those local to your geographic area, and it’s not available in all states.

Why should you care?

Participating in Legal Services gives you more opportunities to increase your ratings. And higher ratings means that you look better in the eyes of prospective clients.

For information about Avvo Legal Services, check out this page: Avvo Advisor.

Final Thoughts

If you’re an attorney, Avvo is an essential part of your online branding efforts. Your name’s on there whether you like it or not, so claim it and control how prospective clients are introduced to your brand.

Check out our tips for creating a winning profile on Avvo!