Why is another law firm ranking above mine on Google?
September 27, 2026SEO vs. Google Ads: Which makes sense for law firms?
September 27, 2026The Quick Answer
The best way for a law firm to get more Google reviews is to consistently ask real clients for feedback at natural points in the client relationship. Make it easy by sending clients your direct Google review link by email or text. Focus on creating a steady flow of authentic reviews rather than collecting a large number all at once.
Your Local Authority Takeaway
Getting more reviews should be a process, not a campaign. Don’t wait until your law firm notices that a competitor has 200 reviews while you have 35. Build review requests into your normal client workflow so new reviews arrive consistently.
Then compare your review count, rating and recency against the law firms that appear prominently for the searches you want to compete for.
Main Answer
Google reviews serve two important purposes for law firms: they provide prospective clients with evidence of other clients’ experiences, and they can contribute to local search visibility. Google states that review count and positive ratings can help a business’s local ranking as part of what it calls prominence, one of the main factors it uses for local search results.
Ask at the Right Time
The simplest strategy is also one of the most effective: ask your clients.
Good opportunities might include after a matter has concluded, after receiving positive feedback from a client, or at another appropriate point when the client has enough experience with your firm to provide meaningful feedback. Make requesting the review part of your firm’s normal process rather than something attorneys and staff have to remember occasionally.
Make Leaving a Review Easy
Don’t tell a client, “Look us up on Google and leave us a review.” Give them a direct path.
Google allows businesses to create a review request link or QR code that takes customers to the review process. Your firm could include that link in a follow-up email, text message, client satisfaction communication or other appropriate post-service communication.
The fewer steps involved, the better.
Don’t Only Ask Happy Clients
This is an important distinction.
Google allows businesses to encourage genuine customers to leave reviews, but businesses cannot selectively solicit only positive reviews or discourage negative ones. Google also prohibits offering incentives such as discounts, payments, free goods or services in exchange for reviews.
Instead, invite clients to share their honest experience. That protects the credibility of your review profile and helps keep your review strategy compliant with Google’s policies.
Respond to Your Reviews
Getting the review isn’t the end of the process.
Respond professionally to reviews when appropriate while being especially mindful of client confidentiality and privacy. Google recommends responding because it demonstrates that the business values customer feedback.
Watch Your Local Competitors
There isn’t one magic number of reviews every law firm needs.
Search the terms that matter to your firm, such as:
- “personal injury lawyer near me”
- “family law attorney”
- “estate planning lawyer”
- “criminal defense attorney”
Look at the firms appearing prominently in Google’s local results. Compare their number of reviews, overall ratings and how recently reviews were posted with your own profile.
If your firm has 40 reviews while several prominent competitors have 150+, that gives you a much more meaningful target than an arbitrary national benchmark.
The goal isn’t simply more reviews. It’s a consistent stream of authentic client feedback that strengthens your firm’s reputation and helps you remain competitive in your local market.