Almost all attorneys have received a negative review at some point—but many are written by prospects, not clients. What is going on here, and how can you get ahead of this?
Setting expectations and training your frontline staff can prevent prospects from blasting you online. But you also need to be prepared to respond with a level head when you inevitably misstep.
In this article, we’ll uncover the root causes of negative reviews and provide actionable strategies to prevent and mitigate the impact of negative reviews.
The surprising origins of negative reviews
Negative reviews are an inevitable part of the online ecosystem—but you may be surprised at the source of many of these reviews.
Negative reviews often stem from interactions with prospective clients, rather than people who have retained the firm.
From frustrating experiences with gate-keeping receptionists to perceived dismissiveness from attorneys, the seeds of negativity are often sown at the earliest stages of the client journey.
In some cases, prospects never heard back from the firm after an inquiry or consultation. If you cannot help a prospect, don’t let them fall through the cracks as it could result in a negative review. Instead, consider following up with resources and a kind note.
Be proactive instead of defensive.
Rather than playing defense and scrambling to mitigate the fallout from negative reviews, proactive prevention is key.
Nip negative reviews in the bud by training your frontline staff.
- Invest in customer service training for your receptionists, empowering them to deliver exceptional experiences that leave a lasting positive impression.
- Consider implementing mystery shopping initiatives to evaluate and refine the client intake process, ensuring that every interaction is seamless and satisfying.
One of the most common catalysts for negative reviews is a disconnect between client expectations and the reality of the legal process.
Avoid misunderstandings by setting expectations early on in the process.
- Outline communication procedures clearly with your team, such as response times, communication channels and case timelines.
- Tell prospects what to expect, either with an automatic email or with text on the page.
By proactively managing expectations, you minimize the risk of disappointment and dissatisfaction, paving the way for positive client experiences.
Responding to negative reviews is a skill—here’s how to do it.
Despite your best efforts, negative reviews may still arise. Resist the urge to react defensively! Instead, see negative reviews as an opportunity for growth and improvement.
Here’s what to do: Respond to the review promptly and professionally, acknowledging the concerns raised and offering to address them offline.
A prompt, generic response to negative reviews works well for three reasons:
1) It diffuses the reviewer’s strong initial emotions and shows respect for their experience.
2) It buys you time to cool off and strategize about how to make a full response.
3) It halts the domino effect of escalating into an online PR disaster, visible to other prospects.
In your response, try to show empathy and commitment to resolution. Remember, your response matters just as much to the additional people watching how you respond as it does to the actual reviewer.
You can flag a review for Google to review for deletion. However, Google only removes inappropriate, deceptive and spammy reviews. Prevention is a much better strategy.
Review and next steps
Negativity can be a formidable foe—but it doesn’t have to define your firm’s reputation.
Embrace proactive prevention strategies that will foster positive client experiences at every touchpoint. Commit to a prompt and calm response, even to the most inflammatory negative reviews. Adopt a growth mindset and see if there’s anything you could improve about how to better serve prospects and clients.
With the right mindset and strategies in place, your legal practice can thrive in the face of online scrutiny to become more resilient and more attuned to prospects.
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