Google Reviews for Lawyers: How to Earn Them and Reply Ethically

Google reviews for lawyers work like reviews for any business, but the professional conduct rules change how you ask for them and how you reply. Ask every client for an honest review through a direct link at the close of a matter, not only the ones you expect to be happy, never pay for reviews, check your state bar’s rules on testimonials before using reviews in advertising, and never reveal client information in a reply, even to correct a false or unfair review.

This guide is general information for attorneys and law firm staff, not legal or ethics advice. Rules differ by state, so check your own state’s rules of professional conduct and, if you’re unsure, ask your bar’s ethics hotline or an ethics lawyer.

Why Google reviews matter so much for law firms

Many people look for a lawyer at a stressful moment: after an arrest, an accident, a divorce filing or a business dispute. They often start with a search like “personal injury lawyer near me,” and Google shows a map of local firms with star ratings beside each one. Before they call anyone, they read the reviews.

For a lot of prospective clients, those reviews are the closest thing they have to a personal recommendation. They’re looking for signs that the lawyer explains things clearly, returns calls, and treats clients with respect. A firm with few reviews, or with complaints about communication that go unanswered, can lose calls to a competitor down the street.

Reviews on other sites matter too. Our guide to Avvo reviews covers the main legal directory, but Google is usually the first place a prospective client sees your rating.

The ethics rules that shape reviews

Most states base their rules on the American Bar Association’s Model Rules of Professional Conduct, with local variations. Several rules matter for reviews.

Rule area	What it generally covers	What it means for reviews
Confidentiality (Model Rule 1.6)	Information relating to the representation of a client	Don’t reveal anything about the client or matter in a reply, including that they were your client, without informed consent
Communications about services (Model Rule 7.1)	False or misleading statements about a lawyer’s services	Reviews you repost in marketing must not create unjustified expectations or mislead
Paying for recommendations (Model Rule 7.2)	Giving anything of value for recommending your services	Paying or rewarding people for reviews can raise problems under this rule, as well as under Google’s and the FTC’s rules
State testimonial rules	Varies widely	Some states require disclaimers on testimonials or restrict testimonials about case results

The ABA’s Formal Opinion 496, issued in 2021, addressed negative online reviews directly. Its general conclusion was that lawyers should not reveal information relating to a representation when responding to online criticism, and that the self-defense exception in the confidentiality rule generally doesn’t cover a public reply to a review. Your state may have its own ethics opinion on the same question, so look it up.

How to ask clients for Google reviews

1. Get your direct review link. From your Google Business Profile, copy the link that opens the review box. Our guide on getting your Google review link shows how.
2. Ask at the right moment. The best time is usually after a matter concludes well, such as a settlement, a completed transaction or a closed estate. Avoid asking in the middle of a matter, when the client depends on you and may feel unable to say no.
3. Ask everyone who is appropriate, not only the happiest clients. Selectively asking only clients you expect to be positive is review gating, which Google’s policies prohibit.
4. Keep it low pressure. Make clear that a review is optional, that the client can choose what to share, and that they don’t need to mention the details of their case.
5. Remind clients about privacy. Some clients, especially in criminal, family or immigration matters, may not want their name tied to a public review. Respect that. You can mention that Google shows the reviewer’s profile name.
6. Never write reviews for clients or post them on a client’s behalf. Every review must be written by the client, in their own words.

Don’t offer anything in exchange for a review, including fee discounts, gift cards or entries into a drawing. Google prohibits incentives for reviews, the FTC’s 2024 rule on consumer reviews bans conditioning rewards on positive reviews, and paying for recommendations can raise issues under your state’s version of Model Rule 7.2.

For wording that works, see our review request email templates, adapted to a professional tone.

How to reply without breaching confidentiality

A reply is public, permanent and read by future clients. That makes it tempting to correct a client’s version of events. Don’t. The safest reply to any review, positive or negative, doesn’t confirm that the reviewer was a client and doesn’t mention any facts about a matter.

For a positive review, keep it general.

Thank you for taking the time to leave this review. We appreciate your kind words.

That can feel stiff, but it’s the careful choice. Thanking someone “for trusting us with your divorce” confirms both the representation and the type of matter, even if the client mentioned it first.

For a negative review, a short, professional reply that doesn’t engage with the facts is usually best.

Our professional obligations don’t allow us to discuss any client matter in a public forum, and this should not be taken as confirmation that the reviewer is or was a client. We take all feedback seriously. Anyone with concerns about our services is welcome to contact our office directly.

Some lawyers choose not to reply to negative reviews at all. That’s a reasonable option, especially if any reply might draw more attention to the review. What you should avoid is any reply that describes the case, the outcome, fees, the client’s behavior, or anything the client told you.

A worked example

This is an illustrative scenario, not a real client.

A small family law firm gets a one-star review from someone who says the lawyer “lost my custody case and never returned calls.” The lawyer remembers the matter. The client missed several deadlines and ignored advice, and the lawyer’s call logs show many returned calls.

• The lawyer’s first draft reply explains the missed deadlines and quotes the dates of returned calls. Before posting, she rereads her state’s confidentiality rule and ABA Formal Opinion 496 and deletes it.
• She posts a short, general reply saying the firm can’t discuss any matter publicly, that the reply isn’t confirmation the reviewer was a client, and that anyone with concerns is welcome to contact the office.
• She checks Google’s review policy. The review doesn’t include threats, hate speech or personal information about others, so it likely doesn’t qualify for removal. She doesn’t report it without cause.
• She reviews the firm’s intake and communication process, adding written call-back timelines to engagement letters so clients know what to expect.
• She starts asking every client at the close of a matter for an honest review, by email with a direct link.

Over the following months, new reviews mention clear communication. The one-star review stays, but it’s no longer the most recent or the most prominent, and the calm reply reads well to anyone who scrolls to it.

Negative, fake and competitor reviews

Not every bad review is from a real client. Law firms sometimes get reviews from opposing parties, people who never hired the firm, or people who confused the firm with another one. Here’s how to approach them.

1. Check Google’s review policy. Google removes content that breaks its rules, such as fake engagement, conflicts of interest, harassment, hate speech and off-topic content. A person who dealt with you as an opposing party may be treated differently from someone who never interacted with your firm. Our guide to Google’s review policy sets out the categories.
2. Report through the official process. Flag the review from your Business Profile and choose the reason that fits. Keep your explanation factual and don’t include client information in the report either.
3. Reply carefully, or not at all. The same confidentiality limits apply. A reply that says “this person was never our client” can itself be a problem if it turns out they were a prospective client, since duties can extend to prospective clients too.
4. Consider legal options only with advice. A defamation claim over a review is a serious step with ethical and reputational risks. Talk to a lawyer who isn’t personally involved before deciding.

For the removal process in detail, see how to remove fake Google reviews.

Using Google reviews in your marketing

Many firms want to repost reviews on their website or in ads. That makes them attorney advertising, and your state’s advertising rules apply.

• Check whether disclaimers are required. Some states require testimonials to carry a disclaimer, for example that past results don’t predict future outcomes.
• Be careful with results. Reviews that describe case outcomes can create unjustified expectations. Some states restrict these.
• Don’t edit reviews in a way that changes their meaning, and don’t present unusual reviews as typical.
• Get client consent where required. Some states’ rules or ethics opinions call for consent before using a client’s name or words in advertising, even if the review is public.
• Keep records of where each quoted review came from and when.

Common mistakes

• Arguing the facts in a reply. This is the mistake that most often leads to ethics complaints.
• Confirming the representation in a positive reply. Keep thank-you replies general.
• Asking only the happiest clients. It’s gating, and it breaks Google’s policies.
• Offering discounts for reviews. It breaks platform rules and may raise issues under your state’s rules.
• Letting staff or family post reviews. These are conflicts of interest and can be removed, sometimes along with genuine reviews.
• Using reviews in ads without checking state rules. Testimonial rules vary, so check yours first.

When to get help

Solo attorneys and small firms can usually manage their own Google reviews with a steady routine. Outside help makes sense when you have several offices or practice areas, when a cluster of suspicious reviews appears, or when a negative article or complaint is ranking for your name. Our law firm reputation management work is built around these ethics constraints, and our review management service can handle requests and draft replies for your approval. We’ll be straightforward about what can be removed and what can only be answered.

Frequently asked questions

Can lawyers ask clients for Google reviews?

Generally yes, as long as the request is honest, isn’t tied to any reward, and doesn’t pressure the client. Ask at the end of a matter rather than in the middle, and check your state’s rules of professional conduct, since some states have specific rules or ethics opinions on soliciting reviews and testimonials.

How should a lawyer respond to a negative Google review?

Briefly and without revealing any client information, including whether the reviewer was a client. A short reply explaining that you can’t discuss client matters publicly and inviting the person to contact the office is the usual approach. Some lawyers choose not to reply at all.

Can a law firm get a negative Google review removed?

Only if it breaks Google’s policies, for example if it’s fake, from a competitor, harassing or off-topic. Honest negative reviews from clients generally stay up. Report violating reviews through your Business Profile and keep client information out of the report.

Can I post client reviews on my law firm's website?

Often yes, but they become attorney advertising. Check your state’s rules on testimonials, including any disclaimer or consent requirements, and avoid reviews that describe case results in a way that could create unjustified expectations.