For law firms & attorneys
Google Reviews for Lawyers
People rarely pick a lawyer on a whim. They search “lawyer near me”, compare the three firms on the map, and read the reviews. Here's how to ask clients for Google reviews the ethical way — when to ask, what to put in the closing letter, how to reply without breaching confidentiality — and how your firm compares with the ones around you.
How does your firm compare with nearby lawyers?
Type your firm name and city. We'll compare your Google rating and review count with the top 3 firms on Google Maps near your office — free, no sign-up — and give you your direct review link.
Why Google reviews matter for a law firm
Google ranks local results by relevance, distance and prominence, and saysreview count and score factor into prominence. Legal clicks are among the most expensive on Google Ads, so every client who finds you on the map instead of an ad is worth a lot — and reviews are what make them call you rather than the firm next to you.
Small numbers are fragile
A perfect 5.0★ from 12 reviews loses 0.31 stars with a single 1-star review — Google then shows 4.7★.
Trust before the call
Legal problems are stressful and private. Reviews from people in the same situation are often what gets you the first phone call.
Recent beats old
A review from last month shows the firm is active and the team is the same one the client will meet.
When to ask clients for reviews, by practice area
The rule that works everywhere: ask once, right after the matter closes, and let the client review later on their own phone.
| Practice area | When to ask | How |
|---|---|---|
| Personal injury | The settlement disbursement meeting | The case is over and the check is in hand. Thank them and hand over a review card with the closing paperwork. |
| Estate planning | Right after the signing | Clients leave relieved that it's done. Put a card in the binder with their documents. |
| Real estate | After the closing | Ask at the closing table or in the “congratulations” email with the recorded deed. |
| Family law | After the final order | Never mid-case. Ask once in the closing letter and remind them a review needs no case details. |
| Criminal defense | After the case is resolved | Many clients want privacy. Tell them a first name and one sentence is plenty; they never need to mention charges. |
| Business & immigration | Deal closed or petition approved | Ask your main contact by email with the review link, the same day you share the good news. |
How to ask clients for Google reviews: scripts
Ask everyone, ask for an honest review, and never suggest a rating or wording. Copy these and adapt them to your firm's voice:
It's been a pleasure working with you on this. If you feel we did a good job, would you consider leaving us a Google review? It helps people in [city] who are looking for a lawyer. This card opens the review page when you tap it with your phone, so it only takes a minute — whenever suits you.
Your matter is now closed. If you have a moment, we would be grateful for an honest review of your experience with our firm on Google: [review link]. There's no need to mention any details of your case. Thank you for trusting us.
Thank you — that genuinely means a lot to our team. Would you be willing to say that in a Google review? People choosing a lawyer read them closely. Here's a card that opens the page directly.
Subject: Thank you from [Firm] Hi [First name], Thank you for choosing [Firm]. Now that your matter is wrapped up, we'd be grateful for an honest review of your experience on Google. It helps other people in [city] find the right lawyer. Leave a review: [review link] You don't need to mention any details about your case. Thank you, [Attorney name], [Firm] [Firm address]
Send from the attorney's own address. Don't attach anything about the case, and send it only after the file is closed.
Hi [First name], it was a pleasure working with you. If you have a minute, we'd appreciate an honest Google review of [Firm]: [review link] Reply STOP to opt out.
Keep texts to a thank-you and the link — no case details.
More scripts for every situation: how to ask for Google reviews.
Where review cards and stands work in a law office
Closing packet
A review card in the folder with the final documents. The ask arrives with the good news.
Reception desk
A discreet review stand where clients sign out. No one is asked to review in the lobby — it's just there.
Settlement meeting
Hand the card over with the disbursement statement, say thank you, and leave it at that.
Your own business card
An NFC business card shares your contact details with a tap; a review card covers the end of the matter.
Replying to reviews: confidentiality rules for lawyers
Asking for a review is the easy part. Replying is where lawyers get into trouble. Under ABA Model Rule 1.6, information relating to a representation is confidential — not just privileged communications. ABA Formal Opinion 496 (2021) applies that to online reviews: a lawyer may not reveal client information to answer online criticism, and the “self-defense” exception for disputes with a client doesn't cover a bad review.
- Don't confirm details of the matter, the outcome, fees or what the client told you — even if the reviewer posted them first.
- Do consider not replying at all to a single unfair review, or reply briefly that confidentiality prevents a discussion.
- Do ask Google to remove reviews that are fake, abusive or from people who were never clients.
Thank you for taking the time to write this. Our team works hard for every client, and we truly appreciate the kind words. — [Firm]
Keep it general. Don't add details about the matter, the outcome or the client — even ones the reviewer shared.
We take all feedback seriously. Our professional duty of confidentiality doesn't allow us to discuss any client matter in a public forum. If you would like to talk, please call [Name] at [phone]. — [Firm]
No facts, no rebuttal, no “that's not what happened”. If the review is fake or abusive, report it to Google instead.
This is practical guidance, not legal advice. Your state's rules of professional conduct and ethics opinions govern — check them or ask your bar's ethics hotline.
What law firms shouldn't do to get reviews
Three sets of rules overlap here: Google's review policy, the FTC's consumer review rule (with civil penalties) and your bar's advertising rules, including Model Rule 7.2. Some states add their own requirements for testimonials, such as disclaimers when reviews or past results are reused in advertising.
Nothing of value for a review
No gift cards, fee discounts or prize draws. Google removes incentivized reviews, the FTC rule (16 CFR 465.4) bans incentives tied to a review's sentiment, and ABA Model Rule 7.2(b) bars giving anything of value for recommending a lawyer's services.
Don't write the review for the client
A review a client didn't write isn't theirs — the FTC rule bans fake reviews (465.2) and Rule 7.1 bars misleading communications. Ask for their words, not a draft to approve.
No review swaps with other lawyers
Reviews from other attorneys, staff or their families are a conflict of interest under Google's policy and can be removed; the FTC rule also restricts reviews by insiders (465.5).
Don't ask only happy clients
“Review gating” — sending only satisfied clients to Google — breaks Google's policy. Make the ask part of every closing letter.
Don't ask during an active matter
A client who still depends on you may feel pressured, and a mid-case review can stir up questions you can't answer publicly. Wait until the file is closed.
Never answer with case facts
Even when a review is unfair, answering with details about the matter can breach your duty of confidentiality. See the section on replying below.
Attorney reputation management without an agency
Law firm reputation management sounds like a service you buy. Most of it is four habits your own team can run:
A steady flow of new reviews
A systematic ask at every closing beats a one-time push. Google shows the newest reviews first.
Replies that reveal nothing
Short, calm, general replies show prospective clients you're responsive without risking confidentiality.
A complete Business Profile
Correct practice-area category, hours, photos of the office and team, and your attorneys' names.
Reporting fake reviews
Spam, reviews from people who were never clients, or opposing parties venting: flag them in Google Business Profile.
How many Google reviews does a law firm need?
There's no magic number — prospective clients compare you with the firms next to you on the map, and in competitive areas like personal injury the top firms often have hundreds of reviews. Use the checker above to see your local gap. For your star rating, the math is simple: a firm at 4.4★ with 38 reviews needs 28 new 5-star reviews to show 4.7★ (66 reviews averaging 4.65).
Run your own numbers in the Google review calculator. Law firms close fewer matters than a dentist sees patients, so the firms that win are the ones that ask at every single closing.
A review kit for your firm
Your firm's logo, your review link programmed in, tap-tested before it ships. Clients tap their phone or scan the QR code and your Google review form opens — no app, no searching for your firm's name.
- NFC review cards for closing packets and settlement meetings — from $11.90 each in packs of 10
- Review stand for the reception desk — $24.98
- NFC business cards for every attorney on the team
Google reviews for lawyers: FAQ
Can lawyers ask clients for Google reviews?
Generally yes. Google lets businesses ask customers for genuine reviews, and bar rules don't stop a lawyer from asking former clients for honest feedback. The limits are how you ask: no incentives, no pressure, no drafting the review for them, and no revealing client information when you reply.
Can a lawyer respond to a negative Google review?
Yes, but carefully. ABA Formal Opinion 496 (2021) says a lawyer may not reveal information relating to a representation to answer online criticism. Often the best option is no reply or a short one that says confidentiality prevents a discussion and offers a phone number.
Can a law firm give clients a discount or gift card for a review?
No. ABA Model Rule 7.2(b) bars giving anything of value for recommending a lawyer's services, Google removes incentivized reviews, and the FTC's 2024 consumer review rule bans incentives tied to a review's sentiment.
When is the best time to ask a client for a review?
Right after the matter closes on a good note: the settlement meeting, the signing, the closing or the approval. Put the request in your closing letter so every client gets it, and never ask while the case is still open.
How many Google reviews does a law firm need?
Enough to compete with the firms Google shows above you for your practice area. Use the free checker on this page to compare your rating and review count with the top 3 firms near your office.
Do I need a reputation management company?
Not for the core of it. Most of attorney reputation management is asking every client consistently, replying carefully and keeping your Business Profile complete. Agencies can help at scale, but avoid any that sell reviews or write them for you.
Do NFC review cards work with every client's phone?
Tapping works on iPhone XS and newer and on NFC-enabled Android phones. Every card and stand also has a QR code, so clients with older phones can scan it with the camera instead.