Online reviews for law firms: asking, replying and staying within the rules
Short answer: A law firm may ask clients for reviews, but should check its state bar's advertising rules first and never offer anything in return. A reply must not confirm that the reviewer was a client or reveal anything about the matter. Report reviews from people who were never clients.
Clients choose a lawyer at a stressful moment and read reviews closely. Lawyers also work under duties that most businesses do not: confidentiality, and state rules on advertising.
This article is general information, not legal advice. Your state bar’s rules decide what applies to you.
Asking for reviews
Asking is generally allowed, with care.
- Check your state’s rules on advertising and testimonials. Some states require disclaimers or restrict what a testimonial may say about results.
- Ask at a natural point: when the matter closes, in the closing letter or a follow-up email.
- Ask every client, not only those with a good outcome.
- Offer nothing in return. No fee discount, no gift.
- Do not write or edit the review for the client.
A direct link makes it easy. You can make one with our free Google review link generator.
Replying: confidentiality comes first
The duty of confidentiality does not end because a former client wrote about the matter in public. Lawyers have been disciplined for revealing client information in replies to reviews, and the American Bar Association’s Formal Opinion 496 advises against it.
Do not:
- Confirm that the reviewer was a client.
- Describe the matter, the advice given or the outcome.
- Correct the client’s account with facts from the file.
A reply that is safe:
Thank you for the feedback. Our professional obligations prevent us from discussing any matter publicly, but we take concerns seriously. Please contact our office on 555-0100.
For a good review, “Thank you for your kind words” is enough.
A review from someone who was never a client
- Check your records under the name and anything in the text.
- Reply in general terms: “We have no record of this person as a client of the firm.”
- Report it to the platform as not based on a real experience.
Opposing parties sometimes review the lawyer on the other side. Those are reportable as a conflict of interest.
Step by step: How to get a fake Google review removed.
Where reviews matter for lawyers
- Google. The most visible by far.
- Avvo and similar directories. Claim your profile so the details are right.
- Yelp. Do not ask for reviews there.
A routine
- At closing: ask every client.
- Weekly: one named person reads new reviews and drafts replies.
- Before posting: a second lawyer checks any reply to a critical review.