Webcast Follow-up Q & A: Branding for Law Firms

Our recent webcast “Don’t Let Your Brand Go To Waste.” Addressed some of the most common misperceptions about just what goes into branding for law firms. If you weren’t able to attend the event, you can view a recording of the session here.

Among the questions submitted by our audience, the topic of brand perception and how it relates to your law firm’s marketing strategy came up several times. With that in mind, here are some of the most common questions that we weren’t able to address during our webcast.

Q. How do you remove a bad review from Google? What about reviews that are flatly false?
A. You can only request that Google removes negative reviews in very specific situations. These include false reviews as well as situations where negative reviews are left by disgruntled employees or contain confidential/inappropriate information. The first step is simply clicking the Flag as inappropriate link next to any Google review:

Q. When soliciting reviews from clients, do you give them points, an outline, write it for them, or just hope for the best?
A. Definitely do not write a review for others to post on your behalf. Remember, the most effective online reviews are authentic representations of a client’s experience working with your law firm. A certain amount of trust and confidence is required on your part, but what guidance you do offer should focus on the value of their feedback.

Here is one example of how to ask for a review by email:

Hello [client name],

Thank you for choosing us to resolve your legal issue. We strive to provide exceptional service to every client, and we would like to know how you felt about working with us.

Would you be willing to review your experience with our firm? We would be grateful if you would review our firm on Google+ and Facebook.

Your feedback is valuable to us and others who may consider reaching out to our firm for help. Thank you for taking the time to let us know your thoughts about the service you received from us.

Sincerely,
[firm name]

Q. My state has strict rules about the use of “testimonials” from clients. What do you suggest we do to strike the right balance?
A. Our first recommendation is to closely review your local bar association’s rules and ensure that you are in compliance with those guidelines.

However, it’s helpful to understand the difference between reviews and testimonials. In the case of testimonials, you are publishing positive words from your prior clients. In the case of reviews, the prior clients themselves are the ones publishing the review on a third-party site. Again, your state’s rules trump any advice you read on this blog, but for the purposes of this discussion, we are drawing a distinction between these two types of content.

As you can see, a lot of time and effort goes into building a law firm brand. If you’re curious about what steps are right for your business, reach out to us for a consultation. Our legal marketing experts are ready to help.

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