How to Use Testimonials and Reviews on Your Law Firm Website
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Dos and Don’ts of Law Find Client Reviews
Testimonials and reviews can be powerful motivators for potential clients — but do you know how to use them to maximum effect on your law firm website?
Well-presented and properly deployed testimonials can be used to build trust, assuage fears and nudge the hesitant to reach out and contact you. Simply put, you need them on your law firm’s website.
Here are a few tips on how to get great testimonials from your past clients and use them to help draw in future prospects.
Let’s start from the beginning with…
First Off, Who to Get Testimonials From
Obviously, very satisfied clients are the people you want testimonials from, and those who represent your client base well are great ones to include.
If you mostly work with people in a certain industry—for example, in entertainment or construction law—or with a particular type of claim like personal injury, divorce, etc., include reviews from those clients above all others. It’s important that potential clients relate well to those giving the testimonials.
The key to a trustworthy testimonial is that it comes from a real, credible person. Include a full name and a photo, if possible, along with professional titles and location where appropriate. A link to a case study about the work you did for them or a video will boost the trust factor even more.
Of course, some legal issues are sensitive and those clients may prefer not to include too many personal details in their testimonials. In that case, using only a partial name and no photo is perfectly acceptable. Talk to each client to see what makes them most comfortable.
Lawyers should also consider including peer testimonials from other legal professionals on their website, as this helps establish competence, collegiality and authority.
How to Get Testimonials You Can Use for Your Law Firm Website
Ask for Personal Testimonials
Getting a satisfied client to write you a strong testimonial or review can be as easy as simply asking. It’s a good idea to ask every client for feedback as a matter of practice, that way you’ll have plenty to choose from for your website. Some clients may even agree to appear in video testimonials you help them shoot.
Make sure the testimonials you select sound convincing and authentic, and then make them look good on your site. You may need to do some light edits for grammar and clarity, but be sure to clear any changes in advance.
Always Get Permission
Make sure you ask for clear permission to use client testimonials and, of course, always get it in writing. When asking for a review, explain that it may be used on your website and/or in marketing materials for current or future use.
Never copy/paste reviews from review sites, as most of them prohibit it. Linking to review sites is also forbidden by many. The best reviews to use on your website are therefore those you solicit directly from your clients to be used for that express purpose.
Choosing Good Testimonials to Use on Your Website
Whether you’re trying to pick a testimonial to include or producing a video endorsement from a satisfied client, you’ll want to make sure it’s good one. Here are some do’s and don’ts for impactful testimonial content.
- Very positive feedback.
- Specifics about the experience of working with your practice:
- People who helped them (“John knew exactly what to do”).
- Concrete numbers (“We settled for 30% of what they said I owed”).
- Personal stories (“They helped me get my custody rights back”).
- Address common client concerns like cost, ease of navigating the process, etc.
- Reviews that reflect the usual type of work the firm does, e.g., family law, criminal defense, personal injury.
- Vague reviews without details about the experience.
- Too many personal details about the client/case—in some cases, these may be prohibited by law.
- Those who had “mixed” experiences—you want clear endorsements.
Where to Include Testimonials on Your Law Firm Site
- Home Page
This is often the first place people land on your site and the one with the most traffic, so you want to have a few glowing reviews prominently displayed here for everyone to see. A slider can be a good way to show several without cluttering the page.
- Common Landing Pages
The home page isn’t always the main way people come to your website, so use analytics tools to see all the places people are landing. Putting testimonials on all the most commonly visited pages can build trust as potential clients explore your site. It’s good practice to naturally weave them into page the content, too.
- Testimonials Page
Having a dedicated testimonials page with a range of positive reviews can help people get to know more about your firm. People often look for these pages as part of their research, and reading through the different client experiences can help them decide if you’ll be a good fit.
- Services/Practice Areas Pages
Use targeted testimonials where possible to enhance each page’s content. Positive feedback from a family law client definitely belongs on your site’s page about those services. Or, a review about your firm’s tax law proficiency can build crucial trust as people read about your tax practice areas.
- Sidebars, Headers or Footers
Don’t neglect any opportunity to include testimonials wherever they might draw eyes. Putting them neatly above, below or to the side of each page’s main content ensures your potential customers will see them—without being bombarded—at every turn. Include testimonials on a select few pages or have them display this way on every page of your website.
- Contact Page
Showing testimonials on your Contact page or near calls to action can be great way to overcome last-minute doubts and urge prospective clients to get in touch.
Ready to Put Testimonials to Work For Your Law Firm Website?
We can help. Talk to a marketing specialist about reworking your existing site or building a new one that works for you. Fill out our Contact form or call (800) 692-4037 for a free consultation.
By Marc Apple
Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.
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