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As a solicitor, creating a good online reputation is essential to running a successful law firm, as client trust and goodwill are crucial for clients to come to you with their problems.
The first step is to look at what your current reputation is: look up your name and your firm on Google, and see what people say! If your reputation needs some improvement, or you just want to ensure that your online image remains consistently good, read on.
Keep Your Information Professional and Up to Date
First of all, ensure that all information about your law firm online is professional and up-to-date. If your photo is old, or your website displays photographs of your law firm that don’t capture the recent renovations you had done, hire a professional photographer to take more recent photos. A professional photo can help to make people feel more comfortable, particularly when most situations in which someone needs a lawyer can be sensitive.
Make sure that your firm name, address, phone number, email addresses, and website address are all easily accessible anywhere your firm is advertised, and be sure to check whether your details are up-to-date. If you or your firm have won any awards, display these in any online profiles to help build your credibility and increase client confidence.
Ask for Testimonials and Reviews from Clients
To further build your online reputation in a positive way, every time a deal goes well or you make a client happy, ask for feedback. Get their permission to display their testimonial or review on your firm website, or ask for the client to review you on sites like Facebook. Yelp is also excellent for reviews, but Yelp’s Terms of Service prohibit soliciting for reviews. Instead, just let your clients know that there is a profile of your firm on Yelp, and that they can review you there if they wish.
Provide your client with all of the information they need to leave a helpful review. Ask them specifically how your service was, whether they would recommend you, and how your communication was. Also make sure to ask if there was anything in particular that you did really well.
Reviews on reputable websites such as Yelp and TrustPilot can go a long way towards making your firm look good. For example, one medical law firm, Patient Claim Line, is now the UK’s highest-rated medical negligence specialist on TrustPilot with over 300 reviews and an overall rating of 5/5 stars. If you’re doing your job well, there’s no reason why your firm cannot make it to the top in your field.
Search for Mentions
While Yelp, TrustPilot and Facebook are good for leaving reviews, SocialMention and Google Alerts are also good reputation management tools for solicitors as they can indicate what people are saying about you more broadly. SocialMention is a search engine that specifically looks for mentions of your brand, while Google Alerts allows you to set up alerts when your company name is mentioned, or a relevant phrase related to your specialty is in the news.
At the end of the day, reputation management does take some time and some awareness of how your brand is perceived. But once you know what people think of you, you can work on improving any shortfalls and focus on your strengths. By setting yourself up for success, asking for reviews, and checking regularly for mentions online, you’ll be well on the way to having a strong brand identity online.