Client testimonials build your firm’s credibility online. But there are ethical challenges with using client stories to attract new prospects. How do you use testimonials effectively and ethically?
First, know the rules. Second, follow them. Third, be strategic and get creative about using testimonials to tell your own story and get attention online.
Here’s what attorneys need to know about collecting and utilizing client testimonials for maximum impact online.
Step 1: Collect testimonials ethically
Ethics must be present on day one—they’re not something you can overlay afterward:
- Encourage without pressure: Invite clients to leave a review with an easy link.
- Time it right: Request it when they’re satisfied, not during ongoing work.
- Remind gently: People are busy and it’s okay to remind, but never coerce or incentivize.
- Show appreciation: Thank them if they give you a review to reinforce goodwill.
You can encourage clients to send testimonials directly to you, and you can also encourage them to post a review directly to a platform like Google. Both are valuable, even if you have to respond to a negative review.
Remember, you need to obtain written consent to share a client’s story or quote. You must also avoid disclosing any confidential details or sensitive information.
We find that the simplest and most effective way to collect testimonials is by using a simple post-service survey. Rather than sending a personal email and forgetting to follow up, a basic survey helps you collect concise and usable testimonials with all the information fields built in (for your ease and theirs).
Step 2: Highlight testimonials strategically
Got ‘em? Time to make use of ‘em.
Here’s how you can make the most of your client testimonials to build trust and build your brand.
- Tell a story: Structure a testimonial like a mini case study. Add your own details to explain the problem, the solution, and the outcome and then embed the client’s review as social proof.
- Make it visual: Use a client photo (with permission) or a short video clip to encourage engagement. Otherwise, use a pull-quote style to highlight the text so it stands out.
- Embrace emotion: Focus on client relief, satisfaction, or positive impact. This can be just as meaningful as the sensitive legal details that you can’t share.
- Keep it short: Limit the length to 60 words for each testimonial. People are busy and they’re scanning your content.
- SEO optimize: Include client location or practice area keywords naturally in testimonials to help boost your search visibility.
- Place it perfectly: Don’t bury testimonials in your footer. Make sure your website design displays quotes prominently to snag attention. Put them on your homepage, on practice area pages, and on a dedicated testimonials page.
Wait! There are two final principles you need to understand:
Variety means including testimonials from different practice areas or client types to appeal to diverse prospects. If all your reviews are the same, your firm will seem a little one note.
Freshness means regularly updating with new content, or at least rotating in new reviews from your collection. This demonstrates ongoing client satisfaction.
Finally, you need to weave client testimonials into multiple marketing channels. Put them where people can see them!
- Share snippets on social media
- Include them in newsletters or follow-up emails to leads
- Seek reviews on your Google Business Profile
Step 3: Maintain compliance with legal advertising rules
Your state bar has guidelines on advertising and social media—bookmark them and read them carefully. Some states have stricter rules than others, like New York.
Here are some general tips on compliance when it comes to testimonials:
- Avoid misleading claims: Do not imply guaranteed outcomes or use superlatives that can’t be backed by data.
- Be clear: Indicate when you’ve edited a testimonial for clarity or length. Better to give more information than accidentally mislead someone.
- Keep good records: Document consent so you can pull up client permission if there’s ever an inquiry.
It’s worth saying that you are responsible for compliance. Even if you work with an agency, you need to ensure that everything on your site is aligned with the legal advertising rules in your area.
Step 4: Measure and adapt
As with all digital marketing, you need to stay involved. Test and adapt for continual improvement. You’ll find that some testimonials resonate with your prospects more than others.
Monitor: Don’t overcomplicate it. Just track engagement and see which testimonials are driving website clicks, social shares, or consultation inquiries.
A/B test: Experiment with formats. Try the same testimonial in text form and in video form. Try it in a short clip or a longer video. Try a single quote or a full case study. See what resonates, and see if you understand why.
Update (but not too often): Give your current content enough time to collect accurate data. Then, refresh testimonials every six months to reflect current client satisfaction and fit your evolving practice focus.
Extrapolate: Take what you learn and use those insights to guide future marketing campaigns and your content strategy. Are people really responding to a certain service you offer? Perhaps it’s worth a few blog posts or a behind-the-scenes video featuring your team that explain the service in more detail.
Final tips
Ethical testimonials fuel growth. With a little care and attention to detail, you can build up a steady flow of reviews and deploy them in service of your business.
That’s because credibility is a game-changer in the legal industry. Testimonials are one of the fastest ways to build trust online. Integrated strategically into a strategic digital presence, you’ll drive leads effortlessly.
Set yourself up for success with a website design that’s built to convert. Use a tested template that spotlights testimonials and start growing your firm.
