In this episode of The Verdict is Marketing, we delve into the power of client testimonials for law firm marketing, exploring why they are crucial for building trust, the types that resonate most with potential clients, and strategic, ethical approaches for collecting and sharing them across various platforms to enhance your firm’s credibility and ultimately attract new business.
- Ask a Law Firm Client for a Testimonial / Review
- Marketing Your Law Firm? Know the Advertising Rules!
- The Power of Video in Modern Legal Marketing Podcast
- TrustIndex
Kim: Welcome back to The Verdict is Marketing, the podcast for all things law firm marketing. I’m your host, Kim Sailer, and today I’m joined by my co-founder, Todd Blackman.
Todd: Hi Kim, great to be here.
Kim: Today we’re diving into a topic that’s crucial for building trust and credibility: client testimonials. We’ll discuss why testimonials are so important, how to effectively ask for them, and how to leverage them to grow your law firm.
The Importance of Testimonials
Kim: Let’s start with the “why.” Why are client testimonials so important for law firms?
Todd: Choosing a lawyer is a big decision, often made during a stressful time. Potential clients are looking for reassurance, for evidence that they’re making the right choice. Testimonials provide that validation – genuine, unbiased feedback from real people who have experienced your services firsthand. In a world of increasing competition, testimonials build trust and credibility. They show potential clients that you’re not just talking the talk – you’re walking the walk.
Kim: Absolutely. Testimonials are like modern-day word-of-mouth marketing, but amplified. They also help to address common client concerns. For example, potential clients might worry about cost, the attorney-client relationship, or the likelihood of a successful outcome. Testimonials can alleviate those fears by showcasing positive experiences and demonstrating your firm’s commitment to client satisfaction.
Todd: And let’s not forget that testimonials can also significantly improve your search engine optimization (SEO). Search engines like Google favor, businesses with positive online reviews. Testimonials can boost your local SEO and help your firm rank higher in search results.
Types of Testimonials That Make an Impact
Kim: Let’s talk about the different types of testimonials we should be seeking. A lot of firms just ask for general feedback, but there’s actually a strategic way to approach this.
Todd: Absolutely. It’s not just about getting any testimonial, but about getting testimonials that truly showcase the unique value proposition of your firm. You want to paint a complete picture of your practice.
Kim: I like to think about it in terms of five key categories:
- The first category is expertise testimonials. These are the ones that really highlight your knowledge and capabilities in specific practice areas. Something like: “Attorney Smith’s knowledge of employment law was invaluable. She was able to navigate the complexities of my case with ease and achieve a successful outcome.”
- The second type focuses on your client-centric approach. These testimonials showcase how you treat your clients and manage relationships. A strong example would be: “I felt truly heard and understood throughout the entire process. The team always took the time to listen to my concerns and answer my questions thoroughly.”
- The third category is results-focused testimonials. While we need to be careful about setting expectations, it’s important to show that you can deliver outcomes. You might use something like: “Thanks to their efforts, I was able to achieve a favorable settlement. I am incredibly grateful for their hard work and dedication.” Notice how it focuses on the effort and dedication, not just the outcome.
- The fourth category is practice area-specific testimonials. These are particularly valuable for firms with multiple practice areas. This could be something like: “As a small business owner, I was particularly impressed with their expertise in business law and contract negotiations.”
- The fifth type showcases your firm’s personality and values. These testimonials give potential clients a sense of your firm’s culture and approach. An example would be: “I felt a genuine sense of care and compassion from everyone at the firm. They truly went the extra mile to help me during a difficult time.”
Todd: These categories make so much sense. But how do you actually get clients to provide such specific testimonials?
Kim: That’s a great question, and it leads perfectly into our next topic: how to properly ask for testimonials in a way that guides clients to provide this kind of detailed feedback.
How to Ask for a Testimonial
Kim: So, how do you actually ask for a testimonial? What’s the best approach. Obviously, it’s important to be respectful of your clients’ time and avoid putting any pressure on them.
Todd: Absolutely. You need to be direct but professional. Explain why their feedback matters and how it helps other potential clients make informed decisions. The key is to make it easy and painless for them.
- Choose the right time: The best time to ask is usually after a successful case resolution, when your client is happy and satisfied with the outcome.
- Personalize your request: Address the client by name and express your sincere appreciation for their business.
- Keep it concise: Don’t overwhelm them with a lengthy request. A simple, personalized email or a brief conversation is usually sufficient.
- Offer some guidance: You can provide some gentle guidance by suggesting a few key areas to focus on, such as communication, professionalism, and results.
- Make it easy for them: Provide a simple mechanism for them to provide their testimonial, such as a link to a short online form or a pre-written template they can easily edit.
Kim: I always recommend offering a few sample questions to get them started. For example:
- “What were your initial concerns when you sought legal assistance?”
- “How did our firm address those concerns?”
- “What was the most valuable aspect of working with our team?”
- “Would you recommend our firm to others? Why or why not?”
When to Ask for Testimonials
Kim: Now that we know how to ask for a testimonial, when do you ask for one?
Todd: Timing is crucial when asking for testimonials.
Kim: Todd, what’s your take on the best time to request one?
Todd: I find the best time is right after a successful case conclusion when the client is most satisfied with the outcome. But you don’t want to wait too long – their enthusiasm and detailed memories of the experience might fade.
Kim: Great point. And it’s important to make the request part of your standard process, not an afterthought. I often see it occur during their end-of-engagement or matter-closing process. Some requests are verbal and others leave them with a handout detailing the available options.
Where to Collect Testimonials
Kim: When we ask for testimonials, where are they all going?
Todd: There are so many platforms now. Google Reviews, Yelp, Glassdoor, Facebook, your website…
Kim: Don’t forget legal-specific platforms like Avvo. And video testimonials are becoming increasingly powerful, we mentioned that in our prior podcast – The Power of Video in Modern Legal Marketing. They add that personal touch that written reviews sometimes miss.
Different Formats for Testimonials
Kim: Let’s break down the different formats of testimonials: written, video, and online reviews.
Todd: Video testimonials are really gaining traction. They’re more engaging and feel more authentic. Plus, they’re great for social media.
Kim: And with online reviews, you get the benefit of third-party validation. When potential clients see reviews on Google or Avvo, they tend to trust them more.
Kim: Let’s take a second to address Glassdoor. Glassdoor is not the first place that comes to mind for lawyer testimonials. It’s more associated with employee reviews but it can be a valuable tool for employer branding. Potential clients might be interested in what it’s like to work in your firm. If they see positive reviews from your employees that can signal a healthy and supportive work environment. It adds to the firm’s reputation beyond your legal expertise. It shows prospects you value your employees which can impact client interactions. And ultimately impact the client’s experience.
Todd: Absolutely. Negative reviews can raise red flags about how the firm operates. Happy, engaged employees are more likely to be attentive, responsive, and provide a better client experience. And a well-run, people-first firm signals stability, integrity, and professionalism—all traits that clients want in a law firm.
Tools to Help
Kim: Moving on, are there any tools to help law firms manage their testimonials?
Todd: There are some great tools out there now. TrustIndex is a popular one – it helps aggregate and display reviews from different platforms. There are tools like Boast or TestimonialTree can help automate the collection process. They make it easier to gather, manage, and share testimonials.
Sharing Testimonials
Kim: Once you’ve collected testimonials, it’s time to put them to work! You need to use them strategically. Where do you like to showcase them, Todd?
Todd: Your website is obvious. Place on your home page, practice area pages, about us page, but also strategically think about placing them next to your contact forms or calls to action buttons, so right at the decision making moment they see social proof, that nudges them in the right direction.
Kim: Yes. You want to maximize the reach and impact of those testimonials. Don’t forget about social media, email newsletters, case results summaries, and even printed materials like brochures. And, you can even repurpose testimonials – take a great written testimonial and create a visual graphic for social media, or use snippets in your email signature blocks or add to your enewsletters and there are also many ways to share your video testimonials.
Tracking Results
Kim: So, you have a content sharing strategy utilizing these testimonials that you’ve collected – how do you know if it’s actually working? How do you measure the impact of all these efforts.
Todd: You need to identify and track some key metrics to see if the content is resonating and driving desired results.
- Website Traffic – are people visiting the pages where you put testimonials and are they staying longer looking at other pages on your site, staying engaged?
- Social Media Engagement – are people commenting, sharing, tagging friends
- Other – you even can track how many people downloaded your brochure or signed-up for your webinar.
Kim: Yes, and ultimately, are these lead magnets converting visitors to potential clients
Best Practices and Ethics
Kim: Before we move on, we should mention the ethical considerations. Always get explicit client permission before using their testimonial. This can be done with documentation when signing on as a client or during the matter closing process. Also, make sure you’re following your state bar’s advertising rules regarding testimonials.
Todd: Right, and be transparent. Don’t edit testimonials to change their meaning, and make sure any disclaimer requirements are met. You want to build trust not erode it.
Conclusion
Kim: That wraps up our discussion on client testimonials. It’s about strategically using your testimonials to build a powerful reputation that attracts the right clients and grow your practice.
Kim: If you’d like a full transcript of today’s episode, visit us at lawbard.com/verdict. You can also check out the show notes for any links or resources we’ve mentioned. Thanks, Todd. That was a great discussion.
Todd: My pleasure, Kim.
Kim: And thank you listeners for tuning in. Feel free to reach out to me at Kim@lawbard.com or visit us anytime at lawbard.com. Until next time, The Verdict Is Marketing is adjourned.
