Very few things can sink your law firm faster than negative Google reviews.
Negative Google reviews can reduce new client leads, lower website traffic, and damage trust. Prospective clients often research attorneys online, and Google remains the dominant review platform, with about 90% of the global search market. A poor online reputation can quickly discourage potential clients from scheduling consultations.
In a recent study, 78% of law firms indicated that getting negative online reviews was something that consistently worried them.
As an attorney, you don’t have to accept damaging reviews — there are proven, legitimate ways to fight back and reclaim your law firm’s online reputation.
This blog explains how law firms should handle negative reviews and how attorneys can respond ethically while complying with Florida Bar Rules and Regulations.
4 things you should do when you get a negative Google review:
- Find out exactly what happened. A recent study found that 98% of negative Google reviews for law firms stemmed from poor communication, or at least the perception of it. Was the receptionist rude? Did the attorney communicate poorly? Were costs and expectations clearly explained upfront? Start by identifying what went wrong.
- Reach out to the client directly. This communication should come from the attorney. Do not mention the review or offer anything in exchange for removing it. Instead, say you heard they had a poor experience and would like to speak with them to see whether you can make it right. When clients feel heard and their concerns are acknowledged, they may be more willing to revise or remove the review before it causes further harm.
- Reply to the Review. Your response should be empathetic. Remember, your audience is no longer the person who left the review. It is the thousands of people (your potential clients included) who will see the review and your reply.
- Get more positive, 5-Star Reviews. The best way to effectively deal with negative reviews is to get more positive ones! Timing is everything. Do not wait. Clients are likely to give you feedback right away. The longer you wait, the likelihood of them taking the time to post a review online about your firm drops dramatically. Emphasize the importance of sharing their experience online as it helps your firm improve its services.
What You Should Know Before Trying to Remove a Google Review
Before flagging a review for removal on Google, it’s important to understand the rules.
- You cannot delete reviews yourself.
- Only reviews that violate Google’s Prohibited and Restricted Content policy can be reported. Google generally will not remove legitimate negative feedback from a real client or mediate “he said, she said” disputes between businesses and customers. It also will not review or remove a negative review simply because you disagree with it.
The most effective approach we have found is combining policy-based removal requests, professional business responses, and a consistent way to collect Google reviews from happy clients.
What are the ethical and professional considerations for attorneys when it comes to responding publicly to reviews online?
Per the Florida Bar Ethics Opinion: “If the inquirer chooses to respond to the negative online review and the inquirer does not obtain the former client’s informed consent to reveal confidential information, the inquirer must not reveal confidential information regarding the representation, but must only respond in a general way, such as that the inquirer disagrees with the client’s statements. The inquirer should not disclose that the court entered an order allowing the inquirer to withdraw because that is information relating to the client’s representation and the client did not give informed consent for the inquirer to disclose.”
What is the type of “general” response that a lawyer can give without disclosing confidential information?
The Florida Bar offered this as a sample response.
“As an attorney, I am constrained by the Rules Regulating The Florida Bar from responding in detail, but I will simply state that it is my belief that the [comments/post] present neither a fair nor accurate picture of what occurred and I believe that the [comments/post] [is/are] false.”
Because this general response is proportional, restrained, and does not reveal any confidential information, it would be permissible.
A case study, written by Samuel J. Horovitz, explores these issues using a scenario involving how to best respond to negative online reviews.
Responding to Negative Online Reviews – The Florida Bar
Call the Experts!
Navigating policy disputes and potential violations can be challenging, and the right strategy depends on the platform, whether Google, Yelp, or Facebook. At Pristine PR, we have successfully removed numerous one-star reviews for clients by escalating appeals when simple flagging or removal requests fail. The review removal process requires strict compliance with each platform’s terms and conditions.
Your online reputation is one of your firm’s most valuable assets. Since 2008, we have been helping our clients protect, manage and enhance their reputation online. A successful online reputation management strategy will help build trust, bring in new clients and improve your search engine ranking. If you have any questions on this topic or would like to hear how the latest media, marketing and technology strategies can help grow your law firm, contact us today.
Important Resources & Additional Information:
“Responding to Negative Online Reviews as an Attorney.” Decorum.law Achieving a Higher Bar. https://decorum.law/wp-content/uploads/2024/02/ENGLE-Script-Responding-to-Negative-Online-Reviews.pdf
