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Looking to capture more law firm reviews? If you have a digital footprint, online reviews are needed for the success of any law firm, especially those specializing in estate planning. Service-based businesses often thrive on word of mouth and testimonials and reviews act as positive signposts that you’re a trusted law firm. 

This is because positive reviews can significantly enhance your firm’s reputation, build trust with potential clients, and ultimately attract more business. 

This blog post will provide you with practical strategies to increase the number and quality of reviews for your law firm, helping you to stand out in a competitive market.

The Importance of Online Reviews for Estate Planning Law Firms

Online reviews are a powerful tool for building your law firm’s credibility. Potential clients often turn to reviews to gauge the reliability and professionalism of a firm before making contact. Positive reviews can act as strong endorsements of your services, while negative reviews, if managed properly, can provide opportunities for improvement and demonstrate your commitment to client satisfaction.

Consider the Different Ways to Collect Reviews

Estate planning attorneys serve a diverse range of clients, from those comfortable with digital platforms to others less familiar with navigating the online world. To effectively gather client feedback, it’s important to utilize multiple distribution channels, such as both digital and paper-based methods. 

For instance, attorneys can create review cards for clients to fill out by hand, or generate QR codes that link directly to online review pages. Some clients, particularly those who may not be inclined to leave online reviews, can still provide feedback through traditional methods. Incorporating a feedback section on the firm’s website, utilizing free directory pages like Avvo and Super Lawyers, and offering QR codes that link to a comprehensive review page ensures that all clients have the opportunity to share their experiences. 

Given that many clients, especially those over 55, may not prioritize technology, providing a variety of review options, including paper cards and easy-to-use QR codes, accommodates all preferences and enhances the collection of valuable client reviews.

Encouraging Estate Planning Clients to Leave Reviews

One of the most effective ways to garner more reviews is simply to ask for them. Here are some strategies to encourage satisfied clients to leave reviews:

1. Direct Requests: After a successful case or consultation, personally ask your client if they would be willing to share their experience. A direct, polite request can be very effective. For example, you might say:
   • “Mr. Smith, it was a pleasure working with you on your estate plan. If you have a moment, could you share your experience on our Google review page? It would help others in similar situations find the right support.”
2. Follow-Up Emails: Sending a follow-up email is a convenient way to request reviews. Here’s a template you can use:
   • Subject: We Value Your Feedback!

Body:

Dear [Client’s Name],

Thank you for choosing [Your Law Firm’s Name] to assist with your estate planning needs. We hope we were able to meet and exceed your expectations. 

We strive to provide the best service possible, and your feedback helps us improve. Would you be willing to share your experience by leaving a review on [Google/Yelp/Avvo]? 

Here is the link to our review page: [Insert Link]

Thank you for your time and support.

Best regards,

3. Client Feedback Forms: Including a review request in your client feedback forms can be very effective. For example, after a client has filled out a survey about their experience, you can include a note at the end saying:
   • “Thank you for your feedback. If you’d like to share your experience with others, please consider leaving us a review on [Platform]. Your input is invaluable to us.”

Timing and Approach for Law Firm Reviews

Timing is critical when asking for reviews. The best time to request a review is soon after the service has been rendered and the client is satisfied with the outcome. Here are some ideal moments to ask for reviews:

• After a Successful Outcome: Right after a successful resolution of a case or completion of a service. For example, immediately after signing a will or completing an estate plan, you might say, “I’m glad we were able to finalize your estate plan today. If you’re happy with our services, would you mind leaving us a review?”
• During Follow-Up Communications: During follow-up calls or emails when you check in with your clients. For instance, you can include a review request in a follow-up email that checks on how they are settling into the decisions made.

Responding to Estate Planning Practice Reviews

How you respond to reviews, both positive and negative, can significantly impact your firm’s reputation. Here are some best practices:

• Responding to Positive Reviews: Always thank clients for their positive feedback. Personalize your response to show genuine appreciation and reinforce the positive experience. For example:
  • “Thank you, Jane, for your kind words. It was a pleasure assisting you with your estate planning needs. We’re thrilled to hear that you had a positive experience with us.”
• Handling Negative Reviews: Address negative reviews professionally and promptly. Acknowledge any issues raised, apologize if necessary, and offer to resolve the problem offline. This shows that you care about client satisfaction and are willing to make improvements. For example:
  • “Dear John, we’re sorry to hear about your experience. We take your feedback seriously and would like to discuss this further to resolve any issues. Please contact us at [phone number/email] so we can make things right.”

Estate Planning: Managing Reviews Across Platforms

To maximize the benefits of online reviews, focus on managing them across multiple platforms:

• Google My Business: This is essential for local SEO and visibility. Encourage clients to leave reviews on Google. Include a direct link to your Google review page in your emails and on your website.
• Yelp: Popular for service-based businesses, including law firms. Ensure your Yelp profile is up-to-date and actively request reviews.
• Avvo and other legal directories: Specifically designed for legal professionals, Avvo reviews can significantly impact your credibility in the legal community. Encourage satisfied clients to leave reviews on Avvo by providing them with easy access to your profile.
• Facebook: Many estate planning clients use facebook so it’s a good idea to set up your own business profile and start collecting reviews on there too. 

Use Reviews in Marketing Your Estate Planning Law Firm

Leverage positive reviews in your marketing efforts to build trust and attract new clients:

• Website Testimonials: Feature client reviews and testimonials prominently on your website. Create a dedicated testimonials page or highlight them on your homepage.
• Social Media: Share positive reviews on your social media profiles to showcase your firm’s successes. Use eye-catching graphics and quotes from reviews to make them more engaging.
• Marketing Materials: Include excerpts from reviews in brochures, newsletters, and other marketing materials. For example, a brochure could include, “Our clients say: ‘Excellent service and professional staff.’ – Jane Doe.”

Tools and Technologies for Reviews

Several tools and software solutions can help you manage and solicit reviews more efficiently:

• Review Management Software: Platforms like BirdEye, Podium, and ReviewTrackers can help automate the review request process and monitor reviews across various sites. These tools can send automated follow-up emails and track your firm’s online reputation.
• Email Marketing Tools: Use tools like Mailchimp or Constant Contact to send follow-up emails requesting reviews. These platforms can help you design professional emails and track their effectiveness.

Ethical Considerations for Managing Law Firm Reviews

Maintaining ethical standards is crucial when managing reviews:

• Transparency: Ensure that all reviews are genuine and voluntary. Avoid paying for reviews or writing fake reviews.
• Compliance: Follow guidelines set by legal professional bodies and review platforms to avoid any conflicts of interest or ethical breaches. For example, always disclose if a review was incentivized.

Measuring Success of Reviews

To assess the effectiveness of your review strategies, track these metrics:

• Number of Reviews: Monitor the total number of reviews across all platforms. An increasing number of reviews indicates a successful strategy.
• Average Rating: Track changes in your average rating to gauge overall client satisfaction. A higher average rating suggests improved client experiences.
• Review Frequency: Measure how frequently new reviews are being posted. Frequent reviews indicate active client engagement and satisfaction.

Get more online reviews for your estate planning practice

Online reviews are a vital aspect of your estate planning law firm’s marketing strategy. By encouraging satisfied clients to leave reviews, responding to feedback professionally, and leveraging positive reviews in your marketing efforts, you can significantly enhance your firm’s online presence and reputation.

Want to join Lawyers With Purpose Membership?

Start implementing these strategies today to boost your law firm’s reviews and attract more clients. If you’re looking for more tailored advice or additional resources, contact us for membership information. 

There are different levels of support available. Whether you’re seeking foundational support, strategic growth, or advanced performance enhancement, LWP offers tiered solutions designed to drive your success.

Explore Lawyers With Purpose Membership Tiers:

• Tier 1: LWP Legal Foundation – Perfect for those starting out or looking to solidify their foundational practices 
• Tier 2: LWP Firm Building – Ideal for firms ready to expand their operations and optimize their practice with tailored support.
• Tier 3: LWP Firm Growth – Designed for established firms aiming for significant growth, advanced coaching, and industry-leading tools.

Contact Us Today to learn more about which membership tier aligns with your goals and to start your journey towards transformative growth. 

Reach out to our team via email or call us at Schedule a demo today by contacting Briana Moriarty at bmoriarty@lawyerswithpurpose.com, and let us guide you to the perfect solution for your practice’s needs.

The TLC™ Estate Plan Maintenance & Fee Guarantee Program offers all of the services listed below. Remember: This information is intended to provide you with an idea of what a maintenance program can offer. Your program must reflect your clients’ needs and your firm’s capabilities.

The TLC™ Estate Plan Maintenance & Fee Guarantee Program EPLC includes:

• A quarterly newsletter 
• The hosting of an annual social event 
• Free review of documents with agents and/or family members at disability and/or death 
• Invitations to public events sponsored by EPLC
• Phone calls by clients or their advisors to office staff at no charge 
• An annual client meeting for groups of clients aimed at keeping client documents current within the changing legal environment 
• A complimentary meeting for family members to explain the client’s estate plan upon his or her death or disability 
• “Word processing” amendments to estate planning documents requested by the client 
• Specialized and Advanced planning workshops offered throughout the year
• Assistance with funding new assets 
• An annual trust review 
• A guaranteed, discounted fee to administer the client’s estate plan after death. For clients who remain in the program, we will guarantee the family (in writing) a fee of 1% rather than the customary 5-7%

As you can see, this is an extensive program. You might also have discerned that the components of the plan involve services that do not cost you a great deal of money or “attorney time.” For example, let’s say a client wants to make a simple change to a will or trust, like swapping out a daughter for a son. You already have the client’s documents in your system, so making a change like that is easy. Or consider the annual client group meeting, where all of the clients’ changes can be made at once. Your staff can handle the vast majority of such changes, as well as client calls, a newsletter, and the program’s various social events.

Your maintenance program provides enrollees with easy access to your firm and a sense of belonging to the “firm family.” It will also provide them with the peace of mind that comes from knowing the plan will work, and that the firm will be there to counsel family members in the event of the client’s incapacity and/or death. All of this sets your firm apart from competitors that do not offer a maintenance program. In addition, your program creates loyalty, a bond with your clients. We’ll talk about the benefits of  that next time.

People have different needs regarding the amount of attention they want to receive in a relationship. For some of your referral sources, getting together once a year might be fine. Other sources might want to meet every six months, or even once a month. If the referral source is providing you with plenty of profitable leads, track the frequency of your touches to ensure you’re meeting his or her needs.

You also want to track the goals of each touch. Is the meeting strategic and focused on future opportunities? Is it a joint workshop or presentation? Is it a review meeting designed to make sure the expectations of both parties are being met?

Tracking touches allows you to ensure your relationship is moving forward and that it’s on solid ground. Remember: You’re not the only attorney in town. The last thing you want is a competitor swooping in and “stealing” your referral source simply because you haven’t done enough to keep the relationship going. Finally, don’t underestimate the power of a hand-written thank you note. It may seem old-fashioned, but it works.

As your referral relationships evolve, you want to track a wide range of information. For instance, make sure you know how many referrals you’re getting from each source, together with the average fee and retention rate per referral received.

If one referral source is providing prospects that generally turn into long-term, high-fee clients, you obviously want to do everything in your power to keep that referral source happy (we’ll talk about how to do that later). Conversely, you might want to reconsider your relationship with a referral source whose clients only want, say, a basic will or a power of attorney, or whose decisions are based on your price rather than your value.

You also want to make sure you’re measuring expectations. If you hosted a joint event with your referral source, were both your and the allied professional’s expectations met? Do you even know what the expectations and goals are? If you do, are they being met consistently?

If your referral source expects you to provide referrals to him or her, be sure to track that. A word of caution: tit for tat relationships can become problematic. If it’s all about “who’s getting the better deal” the relationship might not be a healthy one. This is not the relationship you want nor the type of relationship we have been describing.

Finally, whenever you discuss results with your referral source, be sure to talk about future opportunities to strengthen and grow the relationship.

Next time we’ll talk about another piece of information you should be tracking—touches.

Last time, we detailed the types of questions you need to ask to both demonstrate your value to the allied professional and to quickly determine if working with the professional will be of value to you. Now let’s discuss the latter topic a bit further. What are some of the red flags you should look for? That is, how can you determine whether the referral source in question is a “fit” or a “mis-fit?”

First and foremost, you need to know whether the professional is willing to meet again and follow specific actions you find helpful in generating a profitable relationship, such as attending one of your workshops. Similarly, you must know that the professional will tell his or her clients to contact your firm or attend a workshop. If they won’t follow your process, or don’t follow through with their commitments, the best course of action is to walk away. Or better yet, run away. How can you have a profitable relationship with a professional who is not interested in your needs or learning the basics of the services you have to offer?

As you meet with your target professional, you’ll also want to ask yourself the following question: Does this individual have the “heart of a teacher” or the “heart of a salesman?” You want to forge referral relationships with the former. Also, does the professional have poor communication skills, that is, does everything seem to be about him or her? This is another red flag.

The fact is, you only have so much time. Don’t make the mistake of believing that you can turn a prospective referral source around to your way of thinking. Maybe, with a great deal of time and effort, you can. However, your time is better spent on professionals with whom you have synergy and who can identify your value quickly!

One more thing: If all goes well during your meeting, be sure to specify exactly what the next steps in your relationship will be. “Great meeting you, I’ll be in touch” is not an effective way to end the meeting. Success depends on creating a plan for how to work together that produces results, not having a nice first meeting.

Asking the right questions accomplishes several goals. It allows you to find ways to distinguish yourself from your competition and demonstrate the value you offer the allied professional and his or her clients. This can convince the professional to move forward with you. In addition, asking the right questions allows you to determine whether or not you want to forge a relationship with this particular professional. The key is understanding what type of questions to ask allied professionals—and why.

• Ask questions that help you understand what they do
• Ask questions to understand their experiences when working with attorneys, and what their clients have experienced working with attorneys
• Ask questions to understand where there is opportunity or challenges
• Ask questions to gain an understanding of what your services mean to them
• Ask if they think their clients are planning properly
• Ask questions to help you identify what to expect from this relationship
• Ask questions that let them discuss how they see your firm supporting them and their goals

As you can see, a professional’s answers to these types of questions will give you an opportunity to further demonstrate your value by addressing his or her greatest concerns and showing how the two of you can work effectively together. Equally important, the answers will help you determine whether you want to work with this professional. We’ll talk more about qualifying your referral sources next time.