Negative online reviews are an unwelcome but inevitable part of running a legal practice.
Even the most diligent solicitors can face public criticism from clients who are frustrated, disappointed, unreasonable or simply misunderstand the legal process.
While it may feel unfair, how you deal with negative public comments can have a greater impact on your reputation than the review itself. Handled well, these situations can demonstrate your firm’s professionalism and commitment to client care, turning a potential reputational risk into an opportunity to build trust with future clients.
Who are you replying to?
When replying to reviews, remember that your primary audience is not the reviewer but everyone who reads the review, including potential clients deciding whether to instruct your firm. It is not uncommon for this audience to include thousands of people.
The reviewer themselves is your secondary audience.
This perspective will help you keep your response measured, professional and focused on maintaining your firm’s reputation.
Should solicitors respond to negative reviews?
All reviews, including negative ones, require a response. Ignoring them can give the impression your firm does not care about client concerns, whereas a calm, professional reply demonstrates accountability and a commitment to client care.
Before responding, consider:
- Protect client confidentiality at all times
- Avoid an overly detailed response, taking the conversation offline if possible
- Keep your tone measured, not defensive
- View the review as an opportunity to show how your firm handles concerns constructively
Should solicitors respond to positive reviews?
Yes, acknowledging positive reviews shows appreciation, encourages others to share their experiences and helps build loyalty among existing clients who may need your services again.
What if the review is inaccurate or misleading?
It can be frustrating when a review contains falsehoods, but it is important to remain calm. If the review is clearly false or defamatory, you may consider requesting its removal through the review platform’s reporting procedures, providing evidence if necessary.
In many cases, the review will remain online, and your response will shape how others view the situation. You can state that you do not recognise the events described if this is accurate, avoid sharing client details and invite the reviewer to contact the firm directly. A professional tone demonstrates your commitment to resolving concerns fairly.
What if the review is fair but makes your firm look bad?
If the review is fair, acknowledge the concerns raised and, where appropriate, outline steps taken to address the issue. This shows prospective clients that your firm takes feedback seriously.
When responding:
- Consider whether an apology is appropriate and how to phrase it
- You may wish to invite the reviewer to discuss the matter offline, or briefly note how it has been resolved already
- Remember your response may form part of a regulator’s review if a complaint is made to the appropriate regulator
It can be uncomfortable when a fair review highlights shortcomings, but handling it professionally will reassure potential clients of your commitment to learning and improving.
Learn from the feedback
Reviews, whether positive or negative, provide valuable insights into how your firm is perceived. They can highlight what you do well, allowing you to build on your strengths, and reveal areas where you may need to improve if patterns in comments emerge. Taking feedback on board and acting on it is a commercially sensible approach that can help your firm enhance its client service and reputation.
Can you ask a client to remove or amend a review?
In many situations, it may be appropriate to contact the client directly to discuss the review, particularly if you believe it was left in frustration or due to a misunderstanding. This should only be attempted over the phone or in person.
A polite, professional conversation can help clear up any issues and may lead to the client amending or removing the review voluntarily.
When approaching a client:
- Remain calm and courteous, even if the review felt unfair
- Acknowledge their concerns and explain any steps your firm has taken to address them
- Avoid pressuring the client, instead ask if they would consider amending or removing the review if they feel the issue has now been resolved
People are often more confrontational behind a keyboard than they would be over the phone or in person. A calm, courteous conversation can help a client see that their comments affect a real person trying to resolve their concerns. Even the most hostile reviewer can soften when they hear your voice and are reminded you are a fellow human being.
Clients often appreciate being listened to and may be willing to adjust or remove a review once they feel their concerns have been heard.
Using legal threats to remove a review
Threatening legal action can be a powerful way to have a review removed, particularly if it is clearly defamatory. However, this is a risky tactic. It can escalate the situation and may draw more attention to the review if the client decides to fight back.
Is simply never asking for a review a safer option?
Unhappy clients will often go out of their way to leave a negative review, while satisfied clients rarely take the time unless asked. By inviting clients to leave feedback, you maximise the chance of collecting positive reviews, helping to reduce the impact of the occasional negative comment.
Do not let a negative review stop you using social proof
Modern consumers understand that things can go wrong and expect to see the odd negative review. What matters is how you handle it, showing that if something does go wrong, you will resolve it fairly. A few negative comments will not outweigh a track record of positive feedback.
If patterns of dissatisfaction do appear, they give you the chance to take swift action before serious damage is done to your firm’s reputation.
Why is social proof important?
Many law firms across the UK and Ireland already ask clients for reviews, with Law Societies actively encouraging the practice. The longer you wait to build a social proof strategy, the further you risk falling behind your competitors.
You can learn more about the benefits of social proof by reading: Legally Speaking Podcast: Why law firms should invest in a social proof strategy.
Speak with a legal marketing consultant
Every social proof strategy should reflect your firm’s needs and market position. If you would like to explore using social proof as part of your marketing, we offer a free initial consultation. Contact Us to arrange yours.
Or, visit Social Proof for Law Firms to learn more about this service.
