As a lawyer, you may have learned valuable lessons in law school about practicing law, but you may not have learned the ins and outs of running a business in the digital world. Most law firms understand the concept of digital marketing and invest in SEO agencies to improve their ranking on search engines. However, there is another way to increase traffic to your website and generate high-value leads without spending a single dollar: Google My Business.
Google My Business is a geo-marketing tool that helps customers find your business location, office hours, phone number, and more. It's essential to note that the two most significant records for searches about your firm are generally your Google My Business listing and then your website, in that order. But having an active listing isn't enough. The real treasure lies in cultivating a powerhouse of reviews, so that potential clients can get a real feel for who you are, what you do, and why they should hire you over your competition.
What is Social Proof?
The answer to why reviews are necessary is social proof. Social proof is the concept that people will follow the actions of others. The idea is simple: since so many people are behaving in a certain way, it must be right. Even before the onset of a global pandemic, there has been a shift in the way people make their financial decisions. Instead of relying on family and friends for guidance and advice, more time is being spent in forums and review pages. People are exploring conversations online about everything, and that includes your future clients.
Over 70% of customers look at reviews before making a substantial purchase, and over 90% of survey participants were influenced in their buying decisions by positive reviews, which is huge. Positive reviews and client testimonials are a great source of social proof. It proves that you are a legitimate law firm, that you have a client base, and that you provide high-quality services. This can work wonders, as potential clients are more likely to believe testimonials from real people than the carefully constructed copy on your website and advertisements.
How to Get Reviews for Your Law Firm
Don't be afraid to ask for a review from a happy client. The best way to get in the habit of asking for feedback is if you remain consistent with your approach. Add it to your checklist as you close a matter for a client or proactively set up a short and polite e-mail template that you can send off with a link to your review pages. Be careful not to become heavy-handed with your request. The reason online reviews are so effective is that they are perceived as being genuine and authentic. It would be unwise to tell your clients what they should be writing, but there are ways to prompt them towards sharing their story in a meaningful way that is both ethical and beneficial for your online ranking.
Have them consider answering questions regarding the before, the during, and the after by asking open-ended questions such as "What was the problem you needed to solve?" "How was your experience working with our
law firm?" and "Did you get the results you wanted?" This will ensure that you get an empowering review encompassing details of your personality and the journey your team created for your clients. As always, bonus points for any reviews with keywords; search engines will eat these up as they act as an additional SEO tool and help you rank higher in search results.
How to Respond to a Bad Review
There is no way to stop people from writing a bad review. Bad reviews can be devastating to your law firm's reputation. Leaving a single review site unattended could mean that a negative review may go unnoticed by you for a few months but widely read and considered by hundreds of potential clients. To avoid a bad review, make an honest effort to provide exceptional customer service,
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