Responding to Google Reviews: Best Practices for Law Firms

Ignoring your law firm’s Google Reviews isn’t an option. This post serves as a comprehensive guide to handling Google Reviews, outlining who can respond, providing step-by-step instructions on using the Google Business Profile dashboard, and emphasizing the importance of timely responses. With actionable tips for addressing both positive and negative feedback, you'll learn how to build trust, showcase your commitment to client satisfaction, and set your firm apart in a competitive market.

Approximate Read Time: 6 Minutes

Online reviews play a pivotal role in establishing your law firm’s credibility and attracting and retaining clients. However, simply accumulating reviews isn’t enough — how you respond to them is even more critical. By thoughtfully engaging with your clients’ feedback, you demonstrate that you value their opinions and are committed to their satisfaction.

When we talk about online reviews for law firms, we’re really talking about Google Reviews. Think about it: when someone searches for a lawyer, what’s one of the first things they see? Those star ratings and client testimonials prominently displayed in Google Business Profiles.

With Google dominating the search engine landscape, holding approximately 89% of the search engine market share, these reviews wield a powerful influence on potential clients. So, while reviews across the web are important, focusing on your Google Reviews strategy is key.

Why Responding to Google Reviews Matters

According to a 2024 survey by GatherUp, over 99% of consumers consult online local business reviews at least some of the time before patronizing a nearby company. This makes responding to Google Reviews not just a courtesy, but a strategic business practice for law firms. Reviews, and how you respond to them, directly impact several key areas:

• Search Engine Rankings: Google considers reviews and your engagement with them when determining your local search ranking. Responding actively can boost your visibility in search results, i.e., Google Maps.
• Client Trust and Credibility: Potential clients often read reviews before deciding on a law firm. Seeing that you actively engage with feedback, both positive and negative, builds trust and demonstrates your responsiveness.
• Reputation Management: Addressing negative reviews promptly and professionally can mitigate damage and even turn a negative experience into a positive one. Ignoring reviews, especially negative ones, can allow unfavorable sentiment to fester and damage your reputation.
• Business Growth: Ultimately, effectively managing your reviews can lead to attracting more clients and growing your business. Positive reviews and demonstrated commitment to client satisfaction can significantly influence potential clients’ decisions.

So, how can you effectively manage your firm’s Google Reviews? We’ll start by clarifying who can respond to these reviews, then explore how to reply using the Google Business Profile dashboard. You’ll learn why timely responses are crucial and how to handle updated reviews. Finally, we’ll share best practices for responding to positive, negative, and fake reviews, providing you with actionable tips to enhance your firm’s online reputation.

Who Can Respond to Google Reviews?

Anyone with access to your Google Business Profile can respond to reviews. All responses are attributed to the owner and will appear as “Response from the owner”.

What Legal Ethics Considerations Should Law Firms Keep in Mind When Responding to Reviews?

While responding to Google Reviews is an important reputation management strategy, law firms must also adhere to ethical guidelines when engaging with client feedback. One critical concern is maintaining client confidentiality — even if a reviewer shares details about their case, attorneys must not confirm or disclose any privileged information in their response.

Additionally, law firms should avoid statements that could be perceived as misleading or promotional, as some jurisdictions have strict rules regarding attorney advertising. If a negative review appears to come from someone who was never a client, tread carefully — accusing someone of leaving a fake review can escalate conflicts and may violate ethical standards. When in doubt, keep responses general, professional, and focused on client satisfaction, and consider moving discussions offline whenever possible.

How To Respond to Google Reviews on Your Google Business Profile?

To reply to a review, start by logging into your Google Business Profile at google.com/business.

1. Click either “Sign in” or “Manage now” to access the login page.
2. Sign in with the Google account associated with your Google Business Profile. If prompted, complete any two-factor authentication steps.
3. From your Business Profile dashboard, click on “Read reviews”.
   
4. Locate the review you wish to respond to and click “Reply”.
   
5. Compose your response. For positive reviews, express gratitude. For negative reviews, acknowledge the feedback, apologize if appropriate, and offer to resolve the issue offline. Maintain a professional and courteous tone in all responses.
   
6. Click on “Reply” to publish your response.

Your reply will then be displayed publicly as “Response from the owner.”

How Quickly Should I Respond to Google Reviews?

Now that you know how to respond, let’s discuss when. Responding promptly to reviews is essential for building trust with both current and potential clients. A 2025 BrightLocal report found that 63% of customers expect a response within 2-3 days, so a 24-72 hour response time is not just good practice, but can set your firm apart. Prompt responses demonstrate that you value client feedback and are actively engaged in addressing concerns. Delayed responses may give the impression that your firm is unresponsive, leading to frustration and potentially harming your online reputation.

What Happens If My Clients Update Their Reviews After I Respond?

Clients can change their reviews at any time. When they update their feedback, the posting date changes to show the most recent edit. This means that if a client revises their review after you’ve replied, your response might appear to have been posted before the updated review. Since business owners aren’t alerted when a review is modified, it’s important to regularly check for any changes.

How Should I Respond to Positive Reviews?

Responding to positive reviews is a great opportunity to express gratitude and strengthen client relationships. Take a moment to thank your clients for their kind words and let them know how much you appreciate their support. Often, a short and sincere message is the most effective way to show your appreciation — a little gratitude goes a long way.

How Should I Respond to Negative Reviews?

Responding to negative reviews can feel more challenging than addressing positive ones, but they offer a valuable opportunity to demonstrate empathy, commitment, and a genuine focus on client satisfaction. Instead of relying on generic, repetitive responses, take the time to understand the client’s concerns and craft a personalized reply. If an apology is warranted, offer one sincerely — clients appreciate it when a firm takes responsibility and works to resolve issues.

Interestingly, having a few negative reviews can actually build credibility. A perfect 5-star rating might seem too good to be true, making potential clients question whether they can trust your reviews. Clients tend to trust law firms that present a balanced and realistic profile, imperfections, and all.

• Always maintain a professional and courteous tone in your responses.
• Avoid personal attacks or defensive language, as these approaches rarely yield positive results and can deter potential clients.
• Even if you suspect the review might not be from an actual client, focus on addressing the concerns constructively and leaving a positive impression.

When handled with care and compassion, even negative reviews can lead to better outcomes — your thoughtful response might even inspire the original reviewer to update their feedback.

How Should I Handle Fake Reviews on Google?

While online reviews can provide valuable client feedback, some law firms may encounter fake or misleading reviews on their Google Business Profile. These can come from competitors, disgruntled non-clients, or even bots. Since fake reviews can harm your firm’s reputation, it’s important to know how to report and respond to them effectively.

Stay Professional – Avoid engaging in arguments or accusations, as this can backfire.

Flag the Review for Removal – Google allows businesses to report fake or inappropriate reviews:

1. Go to your Google Business Profile and find the fake review.
2. Click the three-dot menu next to the review and select “Flag as inappropriate.”
3. Follow the prompts to submit a report to Google.

Submit a Legal Request (If Necessary) – If a review includes false claims that could be defamatory, you can escalate the complaint by submitting a legal removal request through Google’s Legal Help Center.

Consider a Public Response (When Appropriate) – If Google does not remove the review quickly or at all, you may post a short, professional response that clarifies the situation. Example:
“We appreciate all feedback, but we have no record of you being a client of our firm. We encourage you to contact us directly at [phone number/email] so we can understand your concerns.”

Final Thoughts

Effectively managing your law firm’s Google Reviews is more than just a routine task — it’s a strategic tool for building trust and showcasing your commitment to client satisfaction. By promptly responding to every review, whether positive or negative, you demonstrate your firm’s dedication to quality service and an ongoing commitment to excellence. Remember, every review is an opportunity to reinforce your credibility and foster stronger relationships with both current and prospective clients. Embrace these practices, and you’ll not only enhance your online reputation but also set your firm apart in a competitive market.

• Google Reviews: Helping Your Law Firm Avoid Review Flags
• What Is Google Business Profile?
• Why You Should Get Google Reviews for Your Local Services Ads