Google Reviews for Law Firms: How to Get More Reviews, Within the Rules

They influence choice. Clients facing a personal legal problem often compare a few local firms. Recent, specific reviews from people in similar situations are reassuring in a way the firm's own description cannot be.

They affect local visibility. Google says the number of reviews and the review score are among the factors it considers in local search ranking, alongside relevance and distance. Reviews are not the only factor, but a firm with few or no reviews is at a disadvantage in the map results for searches such as "family solicitor near me".

They corroborate what the firm says. Search engines and AI assistants look for independent evidence. A firm that describes itself as experienced in a field, and has client reviews that say the same, is more credible than one relying on its own words. Our guide to how law firms get recommended by AI explains why independent sources carry weight.

They show the firm is active. A steady flow of recent reviews tells a prospective client the firm is busy and current. A last review from three years ago suggests the opposite.

Three sets of rules shape how a law firm can collect and use reviews.

The law. Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has made it unlawful to write, commission or facilitate fake reviews, to conceal incentives given for reviews, and to present reviews in a misleading way, for example by suppressing negative ones or showing only positive ones. The Competition and Markets Authority enforces the rules and can impose significant fines directly. It has published guidance for businesses.

Google's policies. Google's rules for reviews prohibit businesses from offering incentives (payment, discounts, free services) for reviews or for changing or removing them, from discouraging negative reviews, from selectively asking only satisfied customers, and from reviews based on a conflict of interest, such as those by current or former employees.

The SRA. The SRA encourages firms to ask clients for reviews and to engage with them. It is clear that firms must not disclose confidential or privileged information in responses, must respond professionally, and should not pressure clients to retract negative reviews.

In practice, that means:

Most firms with strong reviews do not have more satisfied clients than their competitors. They simply ask more consistently.

1. Ask at a consistent point in every matter

Choose a natural point for each type of work, such as completion of a property purchase, the grant of probate, the final order in a divorce or the conclusion of a settlement, and ask every client at that point. A consistent trigger avoids "selective" asking and makes the process routine.

2. Have the lawyer ask first

A brief, personal request from the lawyer who handled the matter, at the final meeting or call, is far more effective than an automated email alone. Something as simple as: "If you have a moment, a review would really help other people in your situation find us. I'll send you the link."

3. Follow up with a direct link

Send a short email or message with a direct link to the review page, so the client does not have to search for the firm. Keep it brief and free of promotional content. Many clients will review from their phone, so the link should work well on mobile.

4. Send one reminder, then stop

A single polite reminder a week or so later is reasonable. More than that starts to feel like pressure.

5. Reassure clients about confidentiality

Some clients hold back because they are unsure what they can say. Let them know they do not need to share any details of their matter, and that a few words about their experience of working with the firm is enough.

6. Make it part of the workflow

Add the review request to the matter-closing checklist, and record requests in the firm's CRM or case management system. Our guide to how to choose a CRM for a law firm covers what a system should capture. Review the results by team each quarter, so the process does not quietly lapse.

Sensitive matters. Clients in family, criminal, immigration, mental capacity or care matters may not want to be publicly associated with the firm. Ask in the same consistent way, but make it easy to decline, and never press. Some clients may prefer to leave a review using initials.

Consumer and private client work. This is where public reviews matter most and where clients are most used to leaving them. A steady process here usually has the greatest effect.

Commercial work. Many in-house lawyers and businesses have policies that prevent them from publicly endorsing suppliers. For commercial practices, directory referee feedback, client listening interviews and approved testimonials are often more realistic than public reviews. A Google review from a satisfied business owner is still valuable where they are willing.

Start with Google. For most firms, Google reviews have the most direct effect on local visibility and are what most clients see first.

Add one other platform at most. Some firms also use a general review platform or a legal-specific review site. Spreading requests across several platforms dilutes the effect. Choose one main platform and, if needed, one secondary one.

Use reviews on your own website fairly. If the firm displays reviews on its website or practice pages, show where they come from and when they were written, include a fair selection rather than only the best, and keep them current. Our guide to law firm practice area pages covers how to use client feedback as evidence.

Responding shows prospective clients that the firm listens. Every response, positive or negative, must protect client confidentiality, even when the reviewer has shared details themselves.

Positive reviews

Thank the client briefly and personally, without referring to the matter. For example:

"Thank you for taking the time to leave a review. We're glad we could help, and we wish you all the best."

Negative reviews

Respond calmly and professionally, without defensiveness, and take the detail offline:

"We're sorry to read about your experience. We take all feedback seriously and would like to understand your concerns. Please contact [name] on [number or email] so we can discuss this directly."

Then:

• Do not disclose anything about the matter, even to correct a point the reviewer has made.
• Investigate the concerns internally, and treat them as you would a complaint where appropriate.
• Contact the client directly if you can identify them, and explain the firm's complaints procedure.
• Never pressure the client to change or remove the review.

Reviews that appear fake

If a review does not match any client or matter, first try to establish whether it is genuine. A neutral response, such as noting that the firm has been unable to find a record of the reviewer as a client, is appropriate. You can ask the platform to remove a review that breaches its policies. You cannot ask it to remove a genuine negative review simply because it is negative.

Respond promptly

Aim to respond within a few days. A prompt, professional response to a negative review can reassure prospective clients more than another positive one.

• Not asking. Most satisfied clients will not leave a review unless asked.
• Asking only happy clients. Selective asking breaches Google's policy and risks presenting reviews in a misleading way.
• Offering incentives. Even a small gift or prize draw for reviews breaches Google's rules and, if undisclosed, the law.
• Asking staff or friends. Reviews from employees, family or associates are conflicts of interest.
• Defensive responses. Arguing with a reviewer in public rarely helps, and risks disclosing confidential information.
• Disclosing client details. Even "As you know, your case was complicated by…" can breach confidentiality.
• A burst, then silence. A campaign that produces 30 reviews in a month and none for a year looks odd and does not last.
• Displaying only the best. Cherry-picked or outdated reviews on the firm's website can mislead.