How to Use Online Review Marketing to Grow Your Practice
Word of mouth has always been crucial for every business, including law firms. Today, most word of mouth marketing happens on the Internet.
Online reviews are critical for getting new business. This has been the case for over a decade and the influence of online reviews is growing. A new infographic on Inc.com shows it takes 10-12 positive reviews to make up for just one negative review. And delivering exemplary customer service that bumps a Yelp rating up by one star can increase revenue up to nine percent.
A two-minute video on Primary-Intel.com explains how their Customer Experience Analysis delves deep into identifying what a business’s customer base really wants and how well the business is currently meeting their needs. Primary Intelligence analysts say reviews are one way any business can learn more about their customers.
Online review sites provide attorneys with a wealth of customer information as well as a channel for marketing legal services. They can help you discover how to provide exemplary services that earn five-star reviews and more clients.
Online Review Essentials
Although others leave the reviews, you do have some control over online review marketing. The key is to be an active participant. Treat review sites as if they are a regular part of your marketing strategy. Make time to create an action plan and regularly maintain pages on review sites as much as you can.
Claim Your Page on Review Sites
Right now your practice may have review pages on sites like Yelp, and you don’t even know it. Every review page that goes unclaimed is a missed opportunity. Unclaimed pages don’t have your branding or information – basically, your presence is missing. This doesn’t create the best first impression for potential clients that are reading reviews on local attorneys.
If you’re an attorney you’ll need to check the standard review sites as well as those specifically for legal services. Some of the big players include Avvo.com, Lawyers.com, and FindLaw.com.
Add Personality and Imagery
Think of your review pages as extensions of your website. In many cases, they may actually show up before your own website when people do a Google search. Add your logo, images related to your practice and a punchy description. Make sure there are links to your website and that it adheres to your branding as closely as possible. Don’t be afraid to add a little personality and show the people behind the practice.
Keep Information Updated
Once your pages are claimed you’ll need to keep them updated and add to them often. If your phone number or address changes, update the information right away. This is not only better for the user experience and clients, it can also help you rank higher for local searches in Google.
Check Them Regularly
Review sites are living, breathing things. Because the content is consumer-driven they are constantly changing. You or someone on your team will need to check your review pages at least a few times a week to monitor review activity. If a client leaves a review send them a quick email to thank them for taking the time to provide feedback.
React Quickly to Correct a Negative Review
A large part of making online review marketing work for your practice is managing rough reviews quickly. It’s what marketers call reputation management. Studies have shown that users view a business more favorably if they respond to negative reviews in a professional way and offer to correct the problem. If a review is just outright false calmly address the inaccuracies and offer to discuss the matter with the reviewer over the phone.
Consider Advertising on Online Review Sites
If you have a good rating on a review site, you may want to consider their advertising options. Many review sites will run paid or sponsored ads at the top of search results. They look like regular results for the most part, but ads put your practice front and center.
Tips for Getting Positive Reviews From Happy Clients
The best thing you can do to get positive reviews is to gently ask for them. If a client had a positive experience, ask them to review your practice. Clients who just won their case are usually more than happy to provide a rave review.
Use Email to Ask for Reviews
The easiest way to ask for reviews is in a thank-you email. After your case is settled or your legal service is complete, send your client an email to thank them. Mention that you always appreciate feedack from clients, including reviews. Include links to your social media sites and review pages in the email signature so it’s easy for your client to provide a review.
Use Your Website to Ask for Reviews and Promote Ratings
Your website is another way to invite clients to review your legal practice. Add icons that link to your top-rated review pages either in the header or the footer. That way it’s easy for users to read reviews about your practice. You can also highlight some of your best reviews right on the home page.
Images: