In today's digital age, personal injury law firm reviews posted online can make or break a legal practice. While positive feedback provides an invaluable marketing boost, negative comments must be handled carefully to protect the firm's reputation. When responding to criticism, attorneys should proceed thoughtfully, addressing concerns without defensiveness.
Today, Brian White, an attorney at a personal injury law firm in Houston, will outline five missteps to avoid when managing personal injury law firm reviews.
1. Avoid Being Defensive
With over 450,000 law firms operating in the United States as of 2023, competition is stiff. Amid a 0.7 percent annual growth in the number of practices between 2018-2023, standing out from the crowd is crucial. However, responding defensively to negative feedback erodes trust and distances the firm from potential clients. Reviews present an opportunity to connect. Simply thank the reviewer for their feedback, acknowledge their concerns professionally, and leave out any justifications or excuses. This models accountability and maturity, reassuring the audience that their perspective is valued.
2. Don't Contradict a Reviewer's Experience
While an attorney may disagree with a reviewer's depiction of events, directly contradicting their account can seem dismissive. With case filings rising across America, including 65.5 million cases filed in 2022 and a 97 percent surge in personal injury/product liability cases in 2020, law firms must be client-focused. When an individual shares frustration over their experience, empathizing with their perspective shows that the firm is invested in meeting client needs. Avoid absolutes like "that never happened" when addressing complaints. It's better to apologize for any misunderstandings and clarify the practice's commitment to client service.
3. Leave Out Speculation on Motives
When frustrated by a negative review, it's tempting to question the reviewer's motives. However, speculating as to why someone criticized the firm, such as assuming they're a rival attorney or disgruntled former employee, appears petty and unprofessional. Stick to addressing the substance of the feedback. Speculating about motives suggests that the firm is focused on its own reputation rather than client satisfaction. For US law practices striving to attract new business in a crowded market, this harms brand image.
4. Don't Make Excuses
Life gets busy, and mistakes happen, even at the best personal injury firm. However attentive a law practice aims to be, clients will sometimes feel neglected or unsatisfied. When responding to complaints about things like missed calls or billing confusion, avoid excuses. Statements like "we've been swamped lately" or "our receptionist must have forgotten to pass along your message" blame external factors rather than accepting responsibility. Outlining steps to prevent future errors shows accountability. Excuses suggesting the reviewers' feelings aren't valid breed resentment. An apology and plan for improvement convey professionalism and maturity.
5. Don't Get Personal
It's natural for emotions to run high when someone attacks your business online. Still, replying in kind with personal jabs at a reviewer's character or behavior sinks to their level. Comments like "clearly this individual is out to smear us for no reason" or "some people are never satisfied" get petty fast. Vent your frustrations privately with colleagues, not publicly. When you are upset, wait 24 hours before responding if needed. Then, politely address the tangible issues raised by the reviewer. Keep it about business, not personalities.
Law firm reviews are increasingly influential, making thoughtful responses crucial. Avoiding defensiveness, contradicting reviewers' experiences, speculating on motives, offering excuses, and getting personal preserve the firm's reputation. With care and consideration, practices can leverage reviews to strengthen client relationships and stand out from the American legal market's competing businesses.
