In today’s digital era, where a significant portion of professional interactions and client engagements happen online, the importance of online reputation management (ORM) for lawyers and law firms cannot be overstated. ORM is the practice of crafting strategies that shape or influence the public perception of an organisation or individual on the Internet. For lawyers, whose careers heavily depend on trust and credibility, managing their online reputation is crucial.
Understanding the Impact of Online Reputation
The legal profession, more than many others, is profoundly affected by reputation. A lawyer’s online presence can be a double-edged sword – positive reviews and strong social media presence can attract new clients, while negative reviews can significantly harm a lawyer’s ability to gain new business. In the age of Google searches and online reviews, a single negative comment can linger indefinitely, impacting potential clients’ decisions – it’s important to know what you should do if your law firm gets a negative review.

Key Strategies for Online Reputation Management
1. Proactive Online Presence
- Build a Strong Website: Your website is often the first point of contact for potential clients, so you should ensure it’s professional, informative, and reflects your expertise and values.
- Engage on Social Media: Regularly post relevant content, share insights, and engage with your audience on platforms like LinkedIn, Twitter, and Facebook. This helps in building a positive online persona.
2. Monitor Your Online Reputation
- Regularly Google Yourself: Keep track of what comes up when you search for your name or your law firm’s name.
- Set Up Google Alerts: Get notified when your name or your firm’s name is mentioned online.
3. Encourage Positive Reviews
- Request Reviews from Satisfied Clients: Encouraged clients to leave positive feedback on platforms like Google, Yelp, and other legal directories.
4. Respond to Feedback
- Engage with Positive Reviews: Thank clients for positive reviews to show appreciation and engagement.
- Address Negative Reviews Professionally: When confronted with negative feedback, it’s essential to respond professionally and constructively.

What Should You Do If Your Law Firm Gets a Negative Review?
Encountering a negative review is an inevitable aspect of doing business in the digital age, even for law firms. How you respond to this can significantly impact your online reputation. Here are some steps to consider:
- Don’t Ignore It: Ignoring a negative review can be interpreted as indifference – acknowledge the review promptly.
- Keep Your Response Professional and Polite: No matter how unfair the review seems, always maintain professionalism in your response.
- Take the Conversation Offline: Offer to discuss the matter in a more private setting, like via email or phone.
- Learn from the Feedback: Use negative reviews as an opportunity to improve your services.
Final Thoughts
Online reputation management is an ongoing process and an essential part of a law firm’s marketing strategy. By proactively managing your online presence, monitoring your reputation, encouraging positive reviews, and responding appropriately to feedback, you can significantly enhance your firm’s image and attract more clients. Remember, in the digital world, your reputation is just a click away from being scrutinised, so manage it wisely.