Google reviews for solicitors and law firms: how to ask and how to reply
Law firms can and should ask clients for reviews, at the end of a matter, without incentives and without suggesting what to write. The harder part is replying: never confirm someone is a client or discuss their matter. In the US, the ABA's ethics opinion on online criticism says to consider not responding, or to invite the person to talk offline.
Why reviews matter for a law firm
People choosing a solicitor are often worried and comparing several firms. They read more before they call: your reviews, your website and your Google profile.
of US consumers only consider reviews from the last three months.
expect owners to respond to reviews.
Asking for reviews professionally
- Ask every client at the end of a matter, by email, with a direct link to your Google review form. Not mid-case and not only the clients whose matters went well.
- Keep the request short and never mention the matter itself.
- Don't offer anything in return, and don't suggest what to write or which solicitor to name. Google's policies don't allow either.
- Check your own regulator's rules on testimonials and advertising before you publish client reviews on your website.
Replying without breaching confidentiality
In January 2021 the American Bar Association published Formal Opinion 496 on responding to online criticism. It found that a negative online review doesn't justify disclosing client information, and suggested lawyers consider not responding, asking the site to remove a post that's inaccurate, or inviting the reviewer to discuss their concerns offline. To a current or former client, it says a permissible reply is that professional obligations prevent a fuller response.
UK solicitors owe the same duty of confidentiality, so the same approach is safe on both sides of the Atlantic.
We take all feedback seriously. Our professional obligations prevent us from discussing any matter in public, but we'd welcome the chance to talk. Please contact our practice manager on [number].
Thank you for taking the time to leave this feedback. We're very grateful.
UK firms: what your website must show
Since 2018, the SRA Transparency Rules have required firms to publish price and service information for certain services, along with complaints information, and since November 2019 all SRA-regulated firms' websites must display the SRA Digital Badge. Reviewers and prospective clients often check your site after your Google profile, so make sure it meets these rules and links clearly from your profile.
Your Google profile
- Primary category: the most specific that's true, such as a practice-area category if Google offers one that fits, otherwise your general legal category.
- Services: list each practice area clients search for, such as conveyancing, wills and probate, family law or employment law.
- Photos: your team and offices, so clients know who they'll meet.
- Hours and appointment details, including whether you offer video calls.
Sources
- ABA Journal: ABA Formal Opinion 496 on responding to online reviews (Jan 2021)
- Law Society: SRA price and service transparency rules
- BrightLocal Local Consumer Review Survey 2026 (1,002 US consumers)
- Google Maps: Prohibited and restricted content
Citing these figures? Please link to this page. If you spot a figure that's out of date, email hello@flexilocal.com.
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