How to Get More Google Reviews for Your Law Firm

    Ethical, SRA-compliant strategies for generating more five-star Google reviews that boost your local SEO rankings, build trust with potential clients, and strengthen your online reputation.

    Why Google Reviews Matter for Law Firms

    Google reviews are one of the most influential factors in local search rankings and client decision-making. Research consistently shows that over 80% of consumers read online reviews before choosing a local business, and the figure is even higher for professional services like legal advice where trust is paramount. A law firm with 50+ genuine Google reviews and a 4.8-star average will consistently outperform a competitor with few or no reviews, both in search rankings and in conversion rates.

    Google reviews directly influence three critical aspects of your online presence. First, they're a significant ranking factor in the Google Map Pack — the local search results that appear at the top of the page for location-based queries. Second, star ratings displayed in search results dramatically increase click-through rates compared to listings without reviews. Third, the content of reviews provides fresh, keyword-rich user-generated content that helps Google understand your services and location relevance.

    Despite these benefits, many law firms struggle to generate reviews consistently. Solicitors are often uncomfortable asking clients for reviews, concerned about SRA compliance, or simply don't have a systematic process in place. This guide provides practical, compliant strategies that make review generation a natural part of your client management process.

    Building a Review Generation System

    The most successful law firms don't rely on reviews happening organically — they build systematic processes that make asking for reviews a natural, non-awkward part of the client journey. Here's how to create an effective review generation system:

    Identify the optimal moment to ask — typically when a case concludes successfully, after positive feedback is received, or at a natural milestone in ongoing matters. The request must feel organic, not forced
    Create a simple, direct review link — use your Google Business Profile's short review link to make it effortless for clients to leave a review. Reducing friction is essential; every extra click loses potential reviews
    Send a personalised email request — a brief, warm email from the solicitor who handled the matter is far more effective than a generic automated message. Include the direct review link and keep the email short
    Follow up once if no review is received — a gentle reminder 5-7 days after the initial request can significantly increase response rates. Don't follow up more than once; respect your client's decision
    Make it part of your closing process — add a review request step to your matter closure checklist so it becomes routine rather than an afterthought. Consistency is key to building review volume over time
    Train your team on the process — ensure every client-facing member of staff understands when and how to request reviews, and is comfortable doing so naturally within client conversations
    Thank clients who leave reviews — respond to every review professionally and promptly. This shows appreciation and demonstrates to potential clients that your firm is engaged and responsive

    SRA Compliance for Reviews

    Solicitors can legitimately ask satisfied clients for Google reviews, but there are important compliance boundaries to respect. You must never offer incentives (discounts, gifts, or preferential treatment) in exchange for reviews. You should not ask clients to include specific keywords or phrases in their reviews. You must not selectively solicit reviews only from clients you know will be positive while avoiding others — this can be considered misleading under SRA advertising rules.

    When responding to reviews, be careful not to disclose any confidential client information, even if the client has identified themselves and their matter in their review. Keep responses professional, brief, and generic enough to avoid inadvertently confirming details of a client's legal matter. For more detailed compliance guidance, see our SRA Compliance Guide.

    Handling Negative Reviews

    Negative reviews are inevitable, and how you respond to them matters more than the review itself. A professional, empathetic response to a negative review can actually enhance your firm's reputation by demonstrating that you take client feedback seriously and handle criticism with grace. Potential clients reading your reviews will often pay more attention to how you respond to criticism than to the criticism itself.

    When responding to negative reviews, never disclose confidential information, never argue with the reviewer, and never become defensive. Acknowledge the client's dissatisfaction, express regret that their experience didn't meet expectations, and invite them to contact you directly to discuss their concerns. If a review contains factual inaccuracies, you can politely note this without being confrontational.

    If a review is genuinely fake, defamatory, or violates Google's review policies, you can flag it for removal through your Google Business Profile. However, Google removes reviews infrequently, so don't rely on this as a strategy. The best defence against occasional negative reviews is a large volume of genuine positive reviews that accurately reflect your service quality.

    Reviews and Local SEO Impact

    Google's local search algorithm considers three primary factors: relevance, distance, and prominence. Reviews contribute significantly to prominence — the more reviews you have and the higher your average rating, the more prominent Google considers your business. This directly influences your position in the Map Pack for searches like "solicitor near me" and "[practice area] solicitor [location]."

    Reviews also support your broader local SEO strategy. Client reviews naturally contain keywords and location references that reinforce your relevance for local legal searches. A review mentioning "excellent family law solicitor in Leeds" provides a genuine, third-party signal about both your services and your location — exactly the kind of signal Google values most.