Responsorial: How to Communicate with Reviewers Online

Generally speaking, there are three types of reviews you’ll get online: great, middling and poor. 

 

You can (and perhaps, should) respond to every last one; but, each one requires a different level of tact. 

 

If you’re given a poor review online, you’re likely to be pretty peeved; but, you can’t respond in kind, or release client confidences (ethics rules, people!) – instead, you need to be diplomatic.  Remember this reviewer already hates you, so you’re writing a response for your next potential client to see.  So, you can express your regret over what happened, talk about how your law firm strives to assist clients in whatever way it can, and let the reviewer know that they can reach out to you to address any issues they had with you.  It doesn’t matter if they never call (and, hopefully: they won’t), because you’re composing this for your next set of clients.  The more measured, balanced and thoughtful you sound, the more stable you appear, as against what is likely an angry review.  Thusly, you’ve effectively turned the tables.  (Now, if you want to write your angry response, do it as a ‘Ben Franklin letter’ – draft it, for cathartic reasons, but pocket it: don’t ever publish it.  Trust me: you’ll feel a whole lot better. 

 

If you get a great review, that’s an easy one: Just say, ‘Hey, it was great working with you, too!’  This shows that you’re engaged online, and that your former clients don’t disappear from your mind, as soon as their case is closed. 

 

Now, if you get a middling review, that’s maybe the most challenging response type.  Because, anything less than a 5-star review, these days, usually contains at least one backhanded compliment.  So, for that one, you can say something like: ‘Thank you for the kind words.  We strive to provide five-star service to all of our clients.  Please let us know if there is anything further we can do for you.’  This sort of middling response requires a down-the-middle answer – but, one that can convey your client focus, while also making you look authentic and approachable. 

 

Getting reviews is only half the battle; and, if you don’t let sleeping reviews lie, it’s another way to separate your law firm from the pack. 

 

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As it happens, we also strive to provide 5-star service to our clients!  Just reach out, if you’d like to talk more about online review management. 

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