When They Go Low, You Go High: How Law Firms Should Respond (and Not Respond) to Negative Online Reviews

Plenty of people are more than happy to tell the world their disappointment, dissatisfaction, and dismay after a bad experience with a business, service, or product. Negative online reviews are an unavoidable fact of life for every company in every industry, including law firms. What is avoidable is an ill-advised or impulsive public response to a bad review that can turn an ember of adverse commentary into a bonfire of your own making.

Nobody and nothing is immune from the snark and wrath of the vengeful reviewer. “I don’t see the hype in this place. It’s really run down and old… why wouldn’t you update something like this?” was the comment attached to a one-star review of a local landmark. Somehow, I think the Great Wall of China’s reputation will still emerge unscathed. 

But your firm doesn’t have 2,000 years of history to fall back on. Negative reviews have a disproportionate impact on consumer sentiment. They also have a disproportionate impact on most lawyers’ egos and emotions. Seeing your name, your work, and your reputation trashed in a review on Google, Facebook, Avvo, or other sites can make your blood boil and cause great consternation about the review’s effect on your ability to attract new clients. But as infuriating as negative online reviews can be, it is the rare lawyer who can make it through their career without leaving at least one client unhappy with the representation or outcome they received.

So, what, if anything, should you do next time you google your firm and see a one-star review by “ThisLawyerSucks123” containing all kinds of statements you believe are unjustified, misleading, or false?

The first thing you should do is nothing.

Chill First, Respond Later

When you first read a horrific review, your emotions and your instincts may compel you to start immediately drafting a righteously indignant response you can instantly post on the review site. That will set things straight and neutralize the impact of the review, you think.

But if you respond impulsively and emotionally to a bad review, you risk bringing more attention to the review and further antagonizing the author. The potential clients who read the negative review will also read your response. If your reply is insulting, defensive, condescending, or vengeful, that will reflect as poorly on you as any one-star review.

Additionally, if the commenter was a former client, your desire to quickly correct the record may cause you to inadvertently include matters that could violate the attorney-client privilege, opening up a whole other can of ethical worms.

For these reasons, you should take a deep breath and avoid the temptation to strike back while your emotions are in charge. When crafting a response, be matter-of-fact, choose your words carefully, and do not attack the reviewer personally. Because you are hardly an objective party, send a draft of the review and your response to a colleague or friend to see how it looks to someone who is less emotionally invested in the matter.

Molière once said: “A wise man is superior to any insults which can be put upon him, and the best reply to unseemly behavior is patience and moderation.” Good advice, and trust me – when looking for tips on online review best practices from 17th Century French playwrights, Molière is the go-to guy.

Reach Out Personally, If You Can

If the reviewer was a former client or perhaps someone you met with but ultimately did not represent, one potentially constructive approach is to reach out to the individual privately. As is often the case when attorney-client relationships deteriorate, miscommunication or misunderstandings may be at the root of the reviewer’s issues.

Call or email the reviewer to have them elaborate on their poor experience. Listen respectfully and hear them out. They may have valid reasons to feel the way they do. Often, a simple conversation can clear the air and lead to the reviewer amending or taking down their comments, sometimes without you having to say anything. If you must reply to what you hear, do so calmly and reasonably.

But be careful. If the client had no qualms about sharing their thoughts with the world, they wouldn’t hesitate to share your response if it makes you look bad. Approach every interaction as if the general public will see it. If what you say or write isn’t something you want other clients to see, you probably shouldn’t say or write it.

Overwhelm Negative Reviews Under an Onslaught of Positive Reviews

A much-loved and nostalgically-missed fellow Chicagoan of some renown once famously said, “When they go low, we go high.” First ladies aside, in the context of online reviews, when one goes low and negative, having ten that go high and positive can be the best way to fight back. Most consumers know that someone will always be disappointed by a business and that reviews are inherently subjective. If you look at the reviews of your favorite restaurant or watering hole, you will no doubt see at least one that describes it in a way that bears no resemblance to the place you love.

But if a negative review is the only review that folks see, or if such comments represent a significant percentage of all reviews, they will have an outsized impact. The vast majority of your current and former clients no doubt have wonderful things to say about you because you are no doubt a fantastic attorney. Do not hesitate to ask your clients to share their thoughts with the world by requesting that they share their positive feedback in a brief review. Provide them the instructions and links to make it as easy for them as possible.

And glowing reviews make for great testimonials you can use on your website, marketing materials, and social media – just be sure to get the client’s permission before using their name other than on the review they left.

We Can Help You Maintain and Expand Your Stellar Reputation

At Rain BDM, we are all about ensuring that prospects and clients understand how exceptional you and your law firm are. We do that in part by crafting content and developing marketing strategies specifically tailored to attract the clients you want. To learn more about our marketing services, including content strategy and content creation, please contact us today.