Review guide · Law firms
Law Firm Reviews: Asking Clients and Replying
How law firms can ask clients for Google reviews, when to send the request, and why replying to a negative review is an ethics issue under ABA Opinion 496.
Most people choose a lawyer on recommendation and then check Google before they call. A firm with a handful of recent, genuine client reviews looks established. A firm with none, or only old ones, looks like a gamble.
The complication is that lawyers carry duties that a plumber does not. This guide covers who to ask and when, and the confidentiality rules that shape how you should reply.
When to ask for a review in a law firm
Clients rarely feel like writing while a matter is open and rarely feel like it long after it closes. For law firms the moment is narrow, and who you ask matters as much as when.
Matter concluded well
Within a few days of the outcome and final communication
A client who has just received a good result is at their most grateful, and the experience of working with your team is still fresh.
Fixed-fee or transactional work
After completion, such as a will signed or a property completion
These matters end cleanly, so there is a natural moment, and clients are usually relieved and positive.
Open or contested matters
Not during the case
The outcome is uncertain, so any request risks a review shaped by how the case is going on a given day. Wait for it to resolve.
Sensitive matters
Consider not asking
Clients in family, criminal or immigration matters may not want a public record of having used you. A private request through a client survey is often better than a public review.
Which review sites matter for law firms
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Google Business Profile
Where most people check a firm before calling it. Make this your main link.
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Legal directories
Directories such as Avvo and Martindale-Hubbell carry client reviews, and each sets its own rules for soliciting them. Read those before sending clients there.
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Your own website
Whether and how you can display client reviews or testimonials is governed by your state's rules on lawyer advertising, which differ. Check yours before you embed any.
Review request templates for law firms
Swap the bracketed parts. In Plaudit these merge in automatically from your contact list.
Subject: Thank you, [First name]
Dear [First name], Thank you for instructing us at [Firm name]. We hope the matter has concluded to your satisfaction. If you have a moment, an honest review on Google helps other people looking for a solicitor or attorney find a firm they can trust: [Review link] Please don't include confidential details of your matter. If you'd rather give feedback privately, simply reply to this email. Kind regards, [Name]
Text message · 195 characters
Hi [First name], thank you for choosing [Firm]. If you have a moment, an honest Google review would help others find us: [link]. Please keep details of your matter private. Reply STOP to opt out.
Only text customers who agreed to receive texts from you. See SMS review request rules.
Replying to reviews: what ABA Opinion 496 says
For lawyers, a reply to a negative review is a confidentiality question before it is a reputation one. The American Bar Association's Standing Committee on Ethics addressed it in Formal Opinion 496, issued January 13, 2021.
- The opinion's main concern is protecting client information under Model Rule 1.6(a). It concludes that a negative online review is not a 'controversy between the lawyer and the client' that would permit disclosure in self-defence under Rule 1.6(b)(5).
- What a lawyer can do: ask the website host to remove the post, or invite the reviewer to discuss it offline, for example 'Please contact me by telephone so that we can discuss your concerns.'
- The opinion says lawyers should give serious consideration to not responding to negative online reviews in all situations, because even a general reply can reveal that the person was a client.
- State rules differ from the ABA's model rules, so your own state bar's guidance is what applies to you.
Sources: ABA Journal coverage of Formal Opinion 496.
General information, not legal or ethics advice. Check your state bar's rules before publishing replies or displaying reviews.
Replying to client reviews
Positive reviews are the easy case, though even those should not confirm details of the matter. For negatives, the safest reply is often no reply at all.
Positive review
“Highly professional, kept me informed throughout, and got a great result.”
Thank you for taking the time to share this. We appreciate your kind words about the team.
Negative review, if you do choose to reply
“Didn't return my calls and charged too much.”
We take all feedback seriously. We're not able to discuss any matter in a public forum, but anyone with concerns is welcome to contact our office on [phone].
Review from someone who was not a client
“Terrible firm, wasted my time.”
We don't recognise this review as relating to our firm. If you believe you had dealings with us, please contact [email] so we can look into it.
Want a draft for a real review? Use the free AI review response generator, and edit before you post.
Setting this up in Plaudit
Email on the Starter plan suits most firms, since clients expect formal communication and the volume is low. Growth adds text and follow-ups if your practice is consumer-facing, such as conveyancing, wills or personal injury.
- After a matter closes, add the client's first name, email and optional mobile to a CSV or paste them in.
- Set your Google review link as the platform and write the request in your firm's voice.
- Exclude clients from sensitive matters by adding them to the do-not-contact list.
- Have the person who handles reviews check each new one for confidentiality before replying.
Plans: Starter $19 (email, 1 platform), Growth $39 (adds SMS, integrations, follow-ups), Pro $79 (multiple locations). See pricing.
Frequently asked questions
Is it allowed for a law firm to ask clients for reviews? +
Generally firms do, but rules on lawyer advertising and client testimonials vary by state, so check your bar's guidance. Whatever you do, do not reward reviews: Google prohibits incentives of any kind.
Should I reply to every negative review? +
Under ABA Opinion 496, a lawyer should seriously consider not replying at all, since even a general reply can reveal that someone was a client. A short statement that confidentiality prevents comment, plus an invitation to call, is the most you should say.
Can I ask a client to remove a negative review? +
You can ask the platform to remove a review that breaks its policies, or invite the reviewer to talk offline. Do not threaten them: the FTC's rule on consumer reviews bars using unfounded or groundless legal threats to remove a negative review.
Which clients should I exclude from requests? +
Anyone whose matter is open, anyone in a dispute with you about fees, and anyone in a matter where a public record of using a lawyer could cause them harm. Plaudit's do-not-contact list makes this a one-time step.
Review guides for other industries
- Dentists: reviews and safe replies A practical review guide for dental practices: when to ask patients, where to send them, request templates, and why replying to reviews carries HIPAA risk.
- Doctors and clinics How medical practices can collect more patient reviews responsibly: which patients to ask, when to send it, templates, and what to avoid in replies.
- Restaurants: getting more reviews How restaurants can collect more Google reviews without table-QR mistakes: when to ask, which sites to use (and avoid), templates, and how to reply.
- Hotels: guest reviews How small hotels and B&Bs collect more guest reviews: when to ask after checkout, Tripadvisor and Google rules, request templates and reply examples.
- Contractors and trades How contractors, plumbers and other trades get more Google reviews: send the request when the invoice is paid, with templates, rules and reply examples.
- Salons and med spas How salons, barbers and med spas get more Google reviews: asking after each visit, getting reviewers to name the stylist, templates and replies.
- Real estate agents How agents and property managers collect more client reviews on Google: the right milestones, request templates, deal-dispute replies and review rules.
Also useful: How to reply to a negative review, Why Google reviews get removed
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