Getting an online review from one of your law firm’s clients can make all of your hard work feel like it was worth it. Getting detailed, thoughtful testimonials for others to see is top tier word-of-mouth advertising since the review will stay up on your profile forever.
But what are potential clients really looking for in your reviews? Thanks to a recent study featured by Search Engine Land and conducted by Womply, we now have insights and correlations from over 200,000 small business’ reviews and revenues to help answer this question.
The results of the study support claims that a 5-star rating can actually turn away online customers for a few reasons. Firstly, a perfect star rating can be achieved with very few reviews. A low number of reviews and a high rating indicates a new and less established business. Internet users are also aware of cheap seo tricks out there that involve buying fake reviews to give a business a false appearance of being more established.
More interestingly, the study finds that the “sweet spot” for online reviews is 3.5 to 4.5 stars. This range is where the 200,000 small business analyzed were earning the most revenue. Womply goes as far as encouraging the use of negative reviews to achieve a healthy mix of review scores. To be more exact, businesses with 15-30% negative comments earned more revenue than the study’s average. Think about that ratio the next time a negative review blesses your profile.
However, the range from 3 to 4.5 star ratings is where 80% of business are, and when similar scores are seen across the board, online shoppers will likely use other criteria as a basis for comparison. Increasing your law firm’s Local SEO is a great starting-point, but having a strategic, data-driven approach to all of your digital marketing gives you the competitive advantage on all fronts.
Are you an aggressive law firm? Do you want to dominate your market? We may be available in yours. Schedule a call to talk about how TSEG can help your law firm grow.
Reviews from your clients on Google play an important role in your marketing efforts. Good reviews have been correlated with better local rankings and higher click-through rates (CTR). People read reviews before selecting an attorney, so reviews help legitimize your firm to prospective clients. If they see that you’ve helped other people in their area, you are humanized and become more than words and pictures on a screen. You stand out from the herd. Reviews are essential to building a strong online presence and capturing as many positive reviews as you can should be a part of your marketing strategy.
With that in mind, it must be said that your reviews have to be positive for them to have the impact you want on your firm. Negative reviews can end up hurting your efforts. Take, for example, the case of Donald Tobias, a lawyer who received a mysterious one-star Google review that simply said “It was horrible.” Tobias had never met or worked with the person who left the review, and it seems as though the reviewer mistakenly left a review on his page under the assumption they were commenting on the death of another man named Donald Tobias who was hit by a train. Google refused to take down the review, despite Tobias’s objections. This can obviously have negative consequences on his business.
There are ways for firms to respond to reviews on Google, so there is some form of recourse from misleading or toxic reviews, and Google has been known to remove some reviews, such as those from competitors. However, another way to combat a negative review is to simply outnumber it with positive reviews. A person reading reviews of your firm will question the one review that claims to have had a bad experience when faced with numerous people who were happy with your service.
Getting clients to leave positive reviews of your firm can be a challenge. Typically, people aren’t moved to go out of their way to leave a review unless they’ve had a bad experience. For the most part, clients who receive service they are satisfied with don’t feel the need to go online to leave a review. However, when they are prompted to leave a review, these positive interactions can be captured and added to your online profile. Adding positive reviews to your firm’s Google profile can help you get more clients. Getting more clients can net you more opportunities to deliver great service and therefore get more reviews.
We have software that helps streamline how law firms get Google reviews. It enables your firm to obtain reviews from happy clients with a simple text message. They can complete their review right on their mobile phone in a matter of seconds. You can see a demonstration of the software below.
To learn more about The Search Engine Guys‘s reviews platform, contact us at (512) 394-7234.