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A lot of firms realize they have a reputation problem the same way they realize they have an intake problem. The phone slows down, consult quality gets uneven, and a name search starts showing things the partners haven't looked at in months. Usually, the instinct is to “get more reviews.” That helps, but it's only […]
| Platform | What to review | What usually goes wrong |
|---|---|---|
| Google Business Profile | Reviews, recent photos, Q&A, categories, contact info | Old office hours, no responses, weak profile detail |
| Avvo and legal directories | Bio accuracy, awards, practice areas, client review visibility | Incomplete profiles, outdated credentials |
| Social media | Brand consistency, posting quality, comments, abandoned pages | Dormant accounts that make the firm look inactive |
| Website | Attorney bios, practice pages, testimonials, intake paths | Thin content, old staff pages, unclear calls to action |
| Alert type | Owner | Response expectation |
|---|---|---|
| Positive review | Marketing or client experience lead | Publish a response using approved language |
| Neutral or service complaint | Marketing plus office manager | Review facts and decide whether outreach is needed |
| Serious accusation | Managing attorney plus counsel | Pause public response until facts are verified |
| Listing error or duplicate profile | Marketing or operations | Correct directly on platform |
| Media mention or social pile-on | Leadership plus marketing | Evaluate whether a statement is needed |
| Don't do this | Why it hurts |
|---|---|
| Confirm someone was a client | It can reveal confidential relationship information |
| Re-litigate the matter online | It looks defensive and often escalates the dispute |
| Copy and paste a robotic reply to every review | It signals indifference |
| Ignore neutral feedback | Those reviews often carry useful signals for future clients |
| Let attorneys respond emotionally | The risk is too high without a review process |
| Content type | Reputation value | Common mistake |
|---|---|---|
| Attorney bios | High | Writing them like resumes instead of trust-building pages |
| Practice area pages | High | Making them broad and interchangeable |
| FAQ content | High | Ignoring the concerns real clients ask during intake |
| News and commentary | Medium | Chasing trends with no clear relevance |
| Generic blog libraries | Low to medium | Publishing volume without quality or strategy |
| Situation | Why escalation matters |
|---|---|
| False factual accusation | It may raise defamation issues |
| Doctored or misleading visual content | Evidence preservation and takedown strategy matter |
| Former employee allegations | Employment and public messaging risk intersect |
| Coordinated anonymous attacks | Platform reporting and legal options may need to work together |
| Media pressure with incomplete facts | Public statements can create downstream exposure |
| Timeframe | Primary focus | Deliverables |
|---|---|---|
| Days 1 to 30 | Baseline and cleanup | Audit, profile corrections, response policy, monitoring setup |
| Days 31 to 60 | Process build | CRM triggers, review request templates, owner assignments, content priorities |
| Days 61 to 90 | Refinement | Response consistency, branded content updates, crisis protocol review |
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You can spend a lot on a new website and still get the wrong calls, the wrong form fills, and the wrong kind of “SEO results.” That usually happens when the firm treats keyword research like a generic marketing exercise instead of a case-intake system built around practice area, location, and client intent. For law […]
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