Law Firm Reputation Management: 9 Top Tips You Should Use
A bad review. An outdated listing. A competitor showing up higher in search — again.
If any of that sounds familiar, you’re not overreacting. In today’s legal landscape, what people find online is your reputation.
This guide will help you take control of it — step by step — so your firm shows up the way it should: credible, professional, and worth trusting.
What is Law Firm Reputation Management?
Law firm reputation management is the ongoing process of monitoring, shaping, and strengthening how your firm is perceived — especially online.
It’s about taking control of your firm’s image across the platforms that matter most, including:
- Online reviews (Google, Avvo, Yelp)
- Social media interactions
- Legal directories and listings
- Client feedback and case follow-ups
In plain terms — it’s making sure your real-world expertise is reflected everywhere people are looking for legal help.
Why Is Reputation Management Important for Law Firms?
For law firms, reputation is currency — it influences how clients find you, whether they trust you, and ultimately, if they choose you over another firm. In a space where referrals, reviews, and visibility carry real weight, managing your reputation isn’t just smart — it’s a business-critical move.
And in the digital-first world we live in, that reputation is shaped long before someone speaks to your intake team.
Here’s why reputation management matters more than ever:
- 87% of consumers read online reviews for local businesses — and 79% trust them as much as personal referrals.
- Google uses reviews as a ranking factor — more positive reviews = better visibility in local search.
- 1 in 5 clients say a firm’s reputation adds credibility to their case, especially in high-stakes matters.
The takeaway?
It’s not fluff. It’s not just PR. It’s about owning your narrative… before someone else writes it for you.
How to Do Reputation Management for Law Firms, Lawyers, and Attorneys
Managing your reputation starts with monitoring how your firm appears online, collecting and promoting client reviews, and keeping all your profiles consistent and up to date. But to cover this in more depth, better read everything discussed right below.
1. Audit and Monitor Your Online Reputation
Before you can improve your reputation, you need to know exactly what the internet is saying about you — the good, the bad… and the stuff you didn’t even know existed.
Steps
- Google your law firm name, attorney names, and branded terms — check the first two pages of results. What shows up? Your polished website? Five-star reviews? Or a neglected listing from 2016 with outdated info?
- Scan major platforms where clients hang out — Google, Avvo, Yelp, Facebook, Justia, FindLaw, and yes… even Reddit. These pages speak for you — whether you’re managing them or not.
- Set up Google Alerts for your firm and attorney names — so you’re not the last to know when something (good or bad) hits the web.
- Look for:
- Inaccurate contact details
- Old branding or bios
- Poor reviews with no response
- Duplicate or unclaimed profiles
- Make it a habit — do a light audit monthly, or a deep sweep every quarter. Regular check-ins help you fix small issues before they become reputation problems.
Additional Tip:
Keep a simple tracking sheet. Jot down ratings, new reviews, or anything unusual. You’ll start to see patterns — and know exactly where to focus next.
2. Build and Promote Client Reviews
You can be the best attorney in town — but if your reviews are outdated, scarce, or just… not there, clients may scroll right past your firm.
In this game, social proof = trust. And trust is what gets them to call.
Steps
1. Make review collection part of your client experience. After a successful outcome — or even a helpful consultation — send a warm follow-up email. Nothing too pushy. Something like:
“We really appreciate the opportunity to work with you. If you found our services helpful, we’d be grateful if you shared your experience on [Google/Avvo/etc.]. It helps others know what to expect when working with us.”
2. Timing is everything. Ask while the appreciation is still fresh.
3. And once the reviews start rolling in, don’t just let them sit there. Highlight them on your:
- Website homepage ✔️
- Attorney bio pages ✔️
- Email signature ✔️
- Social media ✔️
Anywhere your audience spends time — that’s where reviews should live.
4. If you’re busy (who isn’t?), consider using SurgePoint’s Review software, built to help law firms generate 6x more client reviews and showcase them where they matter most.
Additional Tip:
Use short snippets of 5-star reviews in your paid ads or remarketing emails — that’s social proof doing the heavy lifting for you.
3. Manage Negative Feedback Responsibly
Even the best firms get the occasional negative review.
Maybe expectations weren’t aligned. Maybe someone had a bad day. Maybe they just wanted a different outcome. Whatever the case… don’t panic.
Here’s the rule of thumb: Always respond. Always stay calm. Always stay human.
A short, thoughtful reply goes a long way:
“Thank you for your feedback. We’re sorry to hear you had a frustrating experience. If you’re open to it, we’d appreciate the chance to talk and make things right — feel free to reach out to us directly at [email/phone].”
Notice what’s missing? No arguing. No legal jargon. No passive-aggressive tone. Just professionalism and empathy.
Take the conversation offline whenever you can — and once it’s resolved, go back and briefly acknowledge it:
“We appreciate the opportunity to speak with you directly and are glad we could address your concerns.”
Now you’ve flipped a negative into a show of character — and everyone else reading that review sees it too.
Also: pay attention to patterns. If several people mention delays, confusion, or a lack of updates… don’t brush it off. That’s not just a review issue — that’s a client experience issue.
Tools like SurgePoint Insights use AI to help spot sentiment trends in reviews — so you can catch issues early and adjust before they snowball.
Additional Tip:
A bad review isn’t a reputation-ender. Handled well, it’s actually a moment to prove your firm’s integrity and responsiveness.
4. Own and Optimize Your Digital Presence
In the legal world, your digital footprint is your first impression… and sometimes, your only one.
That means it’s not enough to just have a website or a Google profile floating around. You need to own your presence — and optimize it so it reflects the firm you’ve worked so hard to build.
Start by taking control of every asset you do own:
- Your website — is it fast, mobile-friendly, and easy to navigate?
- Your blog — are you regularly publishing relevant, helpful content?
- Your email list — are you staying connected with past clients and warm leads?
- Your Google Business Profile — is it fully filled out with up-to-date info, photos, and review responses?
From there, turn your attention to Local SEO. Your goal? Make sure your firm is showing up for high-intent searches like “immigration lawyer near me” or “top-rated personal injury attorney in [city]”. That means:
- Making sure your Name, Address, Phone number (NAP) is 100% consistent across Avvo, Justia, FindLaw, Yelp, Facebook, and beyond.
- Cleaning up or claiming outdated listings.
- Using structured data (schema) to enhance how your listings appear in Google search.
And let’s not forget design and experience — if your site loads slowly, has broken links, or looks like it hasn’t been updated since 2014… visitors will bounce before they even read a word.
Additional Tip:
Sprinkle in client testimonials, star ratings, and trust badges across key pages — it builds credibility without saying a word.
5. Leverage PR and Community Engagement
Your reputation isn’t just built online through stars and rankings. It’s built offline, too… in the stories people tell about you when you’re not in the room.
That’s where PR and community involvement come in — and they’re game-changers.
Think about the last time your firm:
- Closed a high-profile case.
- Participated in a legal clinic or charity fundraiser.
- Welcomed a new partner, moved offices, or hit a big milestone.
That’s all PR-worthy.
Write a press release. Share it on LinkedIn. Pitch a local legal news outlet. These aren’t just vanity plays — they build authority, attract backlinks (great for SEO), and create shareable moments that people actually remember.
But don’t stop there.
Be visible in your community.
Join neighborhood events. Offer free “Know Your Rights” sessions. Sponsor a school sports team. Show up — not just as lawyers, but as people who care about where they live and work.
This kind of goodwill compounds — people start to associate your name with trust, service, and local leadership.
Want to turn that goodwill into actual growth? Use a tool like SurgePoint Referrals to make it easy for past clients to refer friends, colleagues, or family — no awkward asks, just a smooth automated system.
6. Use Social Media to Build Trust and Community
Social media isn’t fluff — it’s where your reputation breathes. It’s where potential clients are checking you out, current clients are tagging you, and referral partners are watching quietly from the sidelines.
If you’re not present? You’re missing a major opportunity to shape how people feel about your firm.
Here’s what to post:
- Quick legal tips that answer common client questions.
- Behind-the-scenes content — team outings, office culture, a peek into your workday.
- Client shoutouts or success stories (with permission, of course).
- Milestones like anniversaries, awards, and recognitions.
- Community highlights — events, volunteer work, or local causes you support.
Choose platforms that actually align with your audience:
- LinkedIn for referrals, professional insights, and thought leadership.
- Facebook for local engagement, reviews, and broader visibility.
- Instagram or TikTok for firms that want to educate, relate, or reach younger, mobile-first audiences.
And remember — engagement is everything. Comments, likes, DMs… they’re not distractions, they’re signals. Signals that you care. Signals that you’re accessible. Signals that you’re real.
Additional Tip:
Don’t overthink it. Two or three authentic, well-branded posts per week can do far more than daily fluff just for the sake of posting.
7. Invest in Content & Thought Leadership
Here’s a secret the best firms already know: expertise builds credibility — but visibility builds trust.
In other words… it’s not enough to know your stuff — you’ve got to show it. That’s where content and thought leadership step in.
Start with what you already know clients are Googling:
- “Do I really need a will?”
- “What should I do if I get injured at work?”
- “How much does a divorce lawyer cost in [your city]?”
Now imagine your firm answering those questions — clearly, confidently, and in plain English — through:
- Blog posts that simplify the legal jargon.
- Short videos or reels (even filmed on your phone) that break things down visually.
- Helpful FAQs that improve both SEO and client experience.
But don’t stop at your own channels. Step into the thought leadership space by:
- Contributing to industry blogs or legal publications.
- Getting featured on relevant podcasts — especially local or niche shows your ideal clients listen to.
- Sharing tips or insights on platforms like LinkedIn or in community Facebook groups.
Every time you share knowledge in a public space, you’re not just helping people — you’re positioning your firm as the go-to authority.
Additional Tip:
Don’t think of this as “extra.” Content feeds your SEO, gives your team tools to use during consultations, and keeps you top-of-mind for referrals.
8. Prioritize and Refine Client Experience
Want a reputation that lasts? It doesn’t start online — it starts inside your firm.
Because the truth is… no five-star review can cover for a bumpy, frustrating client experience.
Think through the entire journey from a client’s point of view:
- Is it easy to reach you — or do they get lost in voicemail limbo?
- Do they understand the process, pricing, and expectations — or are they left guessing?
- Are updates timely — or do they need to chase you down?
Now layer in small changes that can make a big difference:
- Simplify your intake process — fewer forms, clearer next steps.
- Provide a welcome packet or onboarding email that sets expectations from day one.
- Offer regular check-ins — even if there’s no major update. A simple “Just keeping you in the loop” message goes a long way.
- Use exit surveys or friendly review requests at the end of the engagement.
And don’t forget — follow-up matters. Just because the case is closed doesn’t mean the relationship has to be.
Platforms like SurgePoint Repeat help you stay connected with past clients through timely, automated messages — increasing satisfaction and bringing repeat business through your doors.
Additional Tip:
Send a “thank you” email after a matter wraps up — no upsell, no agenda. Just gratitude. Clients remember that.
9. Stay Authentic and Transparent
Clients don’t want to decode buzzwords. They don’t care about “comprehensive legal strategies” or “tailored counsel across multidisciplinary verticals”…
…they want to know: Can I trust you to help me through something important?
So here’s the move: ditch the fluff. Speak like a real person. Write like one, too.
Instead of saying: “Our firm delivers legal excellence with integrity and innovation.”
Try: “We help people get through tough legal situations — with clarity, honesty, and support every step of the way.”
See the difference?
Authenticity builds trust — especially in an industry where trust doesn’t come easy.
And transparency? It’s your secret weapon. Be upfront about pricing, timelines, and possible outcomes. And when something goes wrong — because in law, things will — own it. Don’t deflect. Don’t disappear.
Clients don’t expect you to be flawless. But they do expect you to be real, accountable, and professional.
When your online presence — your content, reviews, bio, emails, social posts — all feel like you… that’s when your reputation becomes more than marketing.
It becomes trust.
Why Choose SurgePoint for Your Law Firm’s Reputation Management?
You’ve seen the steps — from monitoring your online presence to collecting reviews and staying active across platforms. But let’s be real… keeping up with all of that takes time, consistency, and tools you may not have on hand.
If you’re stretched thin or just want a smarter, more efficient way to manage your firm’s reputation without anything slipping through the cracks, SurgePoint was built for exactly that.
Here’s how we help you stay ahead:
✅ Automated Review Requests
Turn great client experiences into glowing reviews — without lifting a finger. We send smart, well-timed review requests via text or email to help you collect more 5-star feedback effortlessly.
✅ All-in-One Dashboard
No more jumping between Google, Avvo, Yelp, and Facebook — SurgePoint pulls everything into one clean, centralized hub so you can monitor and respond in minutes, not hours.
✅ AI-Powered Insights & Referral Tracking
Know what clients are saying and where they’re coming from. Our tools track sentiment trends and referrals so you can fine-tune your service and amplify what’s working.
You’ve already done the hard part — building a firm that delivers real results.
SurgePoint helps make sure your reputation reflects that… clearly, consistently, and without the daily manual work.
Because reputation doesn’t manage itself — but now, it doesn’t have to.
Conclusion
Managing your law firm’s reputation takes more than just hoping for good reviews and a decent Google listing. It’s about showing up online the same way you show up for your clients — clearly, confidently, and consistently.
If staying on top of all this sounds like one more thing on an already packed schedule, SurgePoint can help you handle the heavy lifting.
Tools like Reviews make it easier to turn happy clients into 5-star testimonials. Referrals keeps track of who’s sending new clients your way — and makes it easier to keep those referrals coming. With Insights, you can catch patterns in feedback before they become problems. And Repeat helps you stay connected with past clients so they don’t forget the value you brought.
If you want to see how this all ties into the legal world specifically, the SurgePoint for Law Firms page breaks it down simply.
Want more ideas you can run with? The SurgePoint blog is filled with useful tips — and not just for law. You might find some helpful cross-industry lessons in how we approach plumbing or HVAC reputation management, too.
Reputation matters.
And when it’s managed right, it won’t just reflect your work — it’ll help grow it.
