Crafting an Attorney Review for a Local SEO Campaign

ID-100146228One of the best parts about the Internet for consumers is that they can compare and contrast services, read reviews and do a lot of research before they buy. Roughly 85% of consumers read online reviews before they make a purchase decision. Reviews build trust with consumers and help nurture them through the process of selecting an attorney. If you have very few reviews (or if you don’t have any yet), you can launch a review campaign to help you generate more.

Pick a Platform

Before you go asking people for reviews, think about where the reviews will be placed. Basically, you can have customers leave reviews in one or both of two different places – either on your website or on a third-party website.

On Your Website

If you choose to go this route, you have to install the functionality necessary for visitors to leave a review. There are a lot of pros to having reviews left on your own website, including the opportunity to markup your reviews with microdata, which gives you control over how they appear in search.

You also have greater control to approve or deny reviews on your own site, which is something you can’t do on a third-party site. Lastly, reviews on your own domain can help those pages rank better in search and have better click-through rates, assuming you use markup.

If you are a WordPress user, there are plugins you can install to have review functionality on your site. For example, you can check out WP Customer Reviews, as well as Easy Review Builder for WordPress.

Off Your Website

You can have review campaigns happen off your site, and these also work quite well for getting exposure. There are tons of sites that host reviews, but some of the more popular ones are Yelp and Google. Both of these tend to appear high in search results for relevant queries.

You could also look for attorney-specific review sites or use other third-party properties like Yahoo for your review campaign.

Your Review Campaign

You can be creative here in terms of how you solicit clients for reviews. There are some core things to keep in mind, though.

Pre Qualify Your Reviewers

Naturally, you only want people who have had a good experience with your firm. Avoid sending out general solicitations to your entire contact database. You will be the best judge of this, and if you think there is at least one person in your network who could potentially have negative things to say about you, think before sending.

Use Templates

People generally need guidance when you ask them to leave a review. At the very least, they need to know where to go. If you are using a third-party site like Google or Yahoo, you have to ensure your clients have accounts on those networks. Give them a few questions or specific instructions on how to craft their reviews.
For example, you could send a template that asks clients for their first and last names, why they used the firm’s services and what their experiences were like. Remember to make it easy for your clients to complete.

Reviews create user-generated content that helps set your online presence apart from other law offices. They build trust with consumers, and allow them to do the research necessary in order to make a purchase decision. You don’t have to make your campaign a huge, expensive affair. Start small. Solicit reviews from clients in your office. Send emails to clients who have had a good experience. Be consistent, and you will be pleasantly surprised with the results.




Image courtesy of Stuart Miles /

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Chris Dreyer

About Chris Dreyer

Chris Dreyer is the President and Founder of AttorneyRankings, a company that offers high quality website design and internet marketing services for lawyers. We pride ourselves in our expertise in search engine optimization (SEO), website development, pay per click management, social media and more. We are a specialized team dedicated to getting your law firm more visibility online.

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3 Responses to “Crafting an Attorney Review for a Local SEO Campaign”

  1. Jennifer Says:

    I have been struggling with the reviews process for a long time. I don’t have much trouble getting reviews for the website from clients, but I really want some Google+ ratings and that’s been a hard chasm to span. I love the template idea and am going to work on one today for my paralegals to send out to our “happiest” clients. If that works well, I will branch out into the AVVO and Yelp-o-sheres. Thanks for the idea!



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