Negative reviews can sting—but they don’t have to damage your law firm’s reputation. In fact, how you respond to negative reviews of your law firm can matter more than the ratings themselves.
A thoughtful, professional reply can demonstrate empathy, strengthen client trust, and even improve your visibility in Google search results.
Below, we’ll walk through how to analyze online reviews, respond to negative reviews, and use that feedback to improve your law firm.
Why Does Your Law Firm Need a Negative Review Response Strategy?
Nearly every potential client reads online reviews – and the replies – before choosing a lawyer. How you respond to client feedback matters as much as what reviewers write about you.
Responding to online reviews—especially negative ones—shows professionalism and improves your law firm’s visibility. Prompt responses to Google reviews can boost your search engine rankings and visibility on Google Maps.
Thoughtful review responses also build trust.
89 percent of consumers read responses to reviews before making a decision. A good response shows potential clients that your firm listens, takes feedback seriously, and maintains a professional manner.
Ignoring criticism, on the other hand, leaves your prospective clients with only one side of the story. They may leave with the impression that you don’t care for your clients or that you handled previous cases unfairly.
But if you handle these online reviews correctly, even negative feedback can highlight your integrity and client care. That kind of transparency helps to strengthen your reputation and attract future clients.
1. Analyze the Review of Your Law Firm
Before you respond to a review, carefully study it and determine whether it’s legitimate, relevant, and appropriate.
Some negative reviews may come from real clients with valid concerns. Others might come from competitors, spam accounts, or even mistaken identities.
If a negative review is from a real client, consider if you may be able to fix the issue they’re unhappy about. You can ask a client to update or remove their review if you can resolve the issue directly.
However, be cautious when asking a client to remove a negative review. Threatening a reviewer with legal action or offering refunds for removing bad reviews can violate lawyer ethics rules.
When a negative review comes in, your first step is to determine whether it qualifies as a valid rating. Knowing if a negative review violates platform rules or simply reflects an unhappy client informs your next steps.
How to Spot Fake Reviews
Fake reviews can hurt your firm’s credibility, but they’re often easy to identify. Look for signs such as:
- Irrelevant content, like reviewing the wrong business or making unrelated complaints.
- Vague or generic language that lacks details about the service or case.
- Reviewer confusion, such as mentioning another attorney’s name or practice area.
- Suspicious accounts with no photo, few reviews, or multiple one-star posts in a short period.
Compare the potential fake review with your client records to confirm whether the person actually hired your firm. If not, flag the review as fake and avoid engaging publicly.
If you are certain the reviewer was never a client, you may state this publicly in a professional manner. But arguing with fake reviewers in a public forum wastes time and makes your law firm appear petty and unprofessional.
When to Remove Inappropriate Reviews
If a review violates a platform’s terms through profanity, harassment, or unrelated content, you can request its removal. Most review platforms allow you to report posts that breach their guidelines.
Examples of removable content include:
- Personal attacks or threats
- Reviews of unrelated services
- False or misleading statements
- Reviews from opposing parties or non-clients
If a review is legitimate but critical, resist the urge to delete it. Responding to negative reviews as well as the positive ones can show professionalism and balance your brand reputation.
How to Remove Reviews
You should also study the policies on the various review sites and search engines where you have a presence. You may be able to remove abusive or fake reviews from certain platforms.
You can only request the removal of Google reviews that violate its policies. You can’t request a removal simply because you disagree with it or because it’s a negative review.
A Google review violates policies if it contains:
- Harassment
- Hate speech
- Offensive content
- Personal information
- Deceptive content, including fake reviews, impersonation, misinformation, or misrepresentation
- Obscenity or profanity
- Sexually explicit content
- Violence and gore
- Dangerous, illegal, or terrorist content
- Content that puts children at risk
- Off-topic content
- Content posted for advertising or solicitation purposes
- Repetitive or gibberish content
Google automatically filters out some spam reviews using detection tools, but inappropriate ones can slip through. You can flag a Google review for violating their Prohibited and Restricted Content policies.
To flag a review:
- Go to your Google Business Profile.
- Find the review, click the three-dot menu, and select “Flag as inappropriate.”
- Submit your report through the Reviews Management Tool and track its status.
If Google denies your request, you can file a one-time appeal directly through the same tool. Multiple users flagging the same Google review can sometimes improve your chances of removal.
Avvo
Avvo screens every review before publishing it, but some slip through. If a review appears fake or violates guidelines, you can flag it for dispute.
Avvo will contact the reviewer to confirm if they worked with you and will temporarily hide the review. If verified, it may reappear with the reviewer’s edits.
Avvo doesn’t currently allow appeals, so once they reinstate a review, the decision is typically final.
Facebook uses “recommendations” instead of reviews. You can disable them entirely, but that also removes opportunities for your legal clients to leave positive feedback.
If you choose to keep recommendations active, regularly monitor your law firm page for spam or inappropriate posts. To report a recommendation that violates Facebook guidelines, click the three dots in the upper right corner of the post and select the relevant option.
Common spam indicators include fake profiles with no friends, limited history, or irrelevant comments. Flag these as “Spam” or “Not Relevant” to prompt review and potential removal.
Determine the Urgency of a Response
Not every review requires an immediate reply, but some do. Assess the tone and potential impact of each review to decide how quickly you need to craft responses.
If the review includes harsh criticism or false claims, aim to respond within 24 hours. Addressing negative reviews promptly shows that your firm values feedback and takes its reputation seriously.
On the other hand, if the review is minor or vague, take time to craft a thoughtful response rather than rushing to reply.
2. Don’t Respond Impulsively to Bad Reviews from Clients
Responding impulsively to a negative online review is a quick way to get in trouble with your bar association. An emotional response can come across as angry, and it will only make things worse.
Other potential clients might even be more inclined to believe the negative review if they see a spiteful response.
Instead of replying in the heat of the moment, take some time to think about how to respond to negative reviews. Give yourself space to process the review and any emotions that arise from it.
Once you’ve taken time to process, try to recognize where the reviewer is coming from. What upset them so severely that they set aside time to write that negative review?
An ideal response to a bad review should be empathetic, genuine, and understanding. Of course, you’ll want to address the reviewer’s negative experience, but you also want to ensure that you strike the right tone.
3. Draft Your Law Firm Review Response
Responding to a negative review can feel uncomfortable, but it’s an opportunity to show integrity and empathy. A thoughtful reply demonstrates that your firm listens, values client experience, and strives for continuous improvement.
Even one well-handled response can turn a bad review into an advocate for your practice.
Stay Professional
No matter how harsh a negative review may sound, always keep your tone calm and courteous. Avoid defensive language, personal attacks, or sarcasm.
These reactions can harm your reputation more than the negative review itself.
A professional, measured response reinforces your credibility and shows prospective clients that your firm manages negative reviews with grace.
Acknowledge the Client’s Feelings
Start your response to a negative review with a professional greeting, and thank the reviewer for their feedback. Then acknowledge their negative experience and respond directly to their concerns without becoming defensive.
Even if you disagree with a client’s version of events, showing empathy can diffuse tension.
Open with simple statements like, “We’re sorry to hear your experience didn’t meet expectations.” Or say, “We value your feedback and take your concerns seriously.”
These statements help to communicate care without admitting fault.
Provide Context if Needed
Sometimes, a short explanation of a negative experience can help clarify misunderstandings. For example, if a client complains about case delays, you can note that some timelines are out of your control.
Keep your review response factual, and avoid oversharing. Never discuss specific case details or client information in a negative review response.
Instead, provide context in general terms that demonstrate transparency and aim to resolve issues.
Keep It Short
You don’t need a long response to a negative review, and you should always avoid arguing the facts of the situation. A few sentences are usually enough to acknowledge the negative feedback, maintain professionalism, and invite further conversation offline.
Lengthy or defensive replies can make you sound reactive. Stay concise, polite, and focused on the client’s experience and providing better service in the future.
Ask a Colleague to Review Your Reply
Your reply may seem perfect to you – professional, empathetic, and clear. However, we aren’t always the best judges of our own writing, especially when responding to a negative review.
Getting a second opinion on your review response could save you from sending an unprofessional or unethical message. Ask someone else in your law office to review your reply to a bad review before you post it.
Negative Review Sample Responses for Lawyers
“This lawyer failed to resolve my case as I had hoped.”
Example Response: “We’re sorry to hear you were unhappy with your outcome. We strive to achieve the best results possible for every client. Your valuable feedback helps us work for continuous improvement.”
_____
“My lawyer never returned my calls.”
Example Response: “We’re sorry to hear about the communication delays you experienced. We understand how important updates are during legal matters. We are reviewing our procedures to respond in a more timely manner.”
_____
“The attorney’s fees were too high.”
Example Response: “We understand your concerns about hidden fees and value transparency. Please contact us directly to discuss your billing issues offline to ensure everything is clear.”
_____
“My lawyer didn’t seem to care about my case.”
Example Response: “We’re sorry to hear you felt that we didn’t care about your case. We take client service seriously and appreciate you sharing this honest feedback so we can better support future clients. We also invite you to contact us directly to discuss your concerns.”
_____
“This lawyer didn’t communicate clearly about my options.”
Example Response: “Thank you for sharing your experience. Clear communication is a priority for us, and we’ll work to strengthen our client interactions moving forward.”
4. Follow Up with the Client Offline if Appropriate
An online review site isn’t the right place to resolve issues with a client complaint. Your goal isn’t to “win” the argument or prove your point—it’s to show that you take negative feedback seriously.
When possible, invite the reviewer to continue the conversation offline. You might ask them to call, email, or visit your office to discuss their concerns.
This approach demonstrates professionalism and gives you a chance to understand what went wrong without disclosing confidential details online.
If the client accepts your invitation to continue the conversation offline, listen carefully to their feedback. Look for ways to make things right, and offer what solutions you can for their complaints.
Sometimes, even small gestures like clarifying a misunderstanding or apologizing (if appropriate) can help rebuild trust.
But what if the reviewer refuses to engage in a conversation offline with you? A professional, empathetic response will still foster trust with potential clients.
5. Adjust Your Law Firm Service Accordingly
Negative reviews aren’t pleasant, but they’re often powerful learning tools for your legal practice. Each review—fair or not—offers insight into client experience and where you may need to make improvements.
If several negative reviews mention the same concern, pay attention. Recurring complaints about communication, billing, or responsiveness may point to real operational issues.
Use negative feedback to update processes, set clearer expectations, or provide additional staff training.
At the same time, look for patterns in your positive reviews. If clients consistently praise your responsiveness or empathy, make those traits part of your brand and marketing messages.
When your law firm makes a mistake, take responsibility and apologize if appropriate. Clients value honesty and appreciate lawyers who take responsibility for their mistakes and act on feedback.
6. Lawyer Ethics for Responding to Negative Reviews
Did you know that an improper response to a negative review can violate your state’s attorney ethics rules?
ABA Model Rule of Professional Conduct 1.9(c) prohibits lawyers from revealing information related to the representation of a former client.
Likewise, ABA Model Rule of Professional Conduct 1.6(a) prohibits attorneys from disclosing information relating to the representation of a client unless:
- The client gives informed consent
- The disclosure is necessary to carry out the representation
- The disclosure meets one of the exceptions of 1.6(b)
A client’s decision to post a negative review does not waive the attorney-client privilege.
Lawyers should never reveal private information about a client or their case to defend themselves from a negative reviewer. Even if the client attacks you in their review, that does not give you grounds to respond in kind.
How to Respond to Positive Law Firm Reviews
One of the best ways to counter the impact of negative reviews is to have lots of positive ones. Encourage satisfied clients to leave positive testimonials, and respond to these reviews as well.
For positive reviews, keep your response professional and warm. Thank the client for their trust and briefly reinforce the positive impact they mentioned, such as communication or results.
For example, a lawyer might respond to a positive review:
“Thank you for taking the time to share your experience. We’re glad to hear our team was able to support you during a difficult time. Client communication and trust are top priorities for us, and we appreciate your valuable insight.”
This type of response acknowledges the client’s positive feedback, reinforces your professional strengths, and communicates professionalism to anyone reading. Over time, consistent replies to positive reviews build an attorney’s reputation.
Positive Review Example Responses for Law Firms
“This attorney did an outstanding job handling my complicated case, though I did wish the process had moved a little faster.”
Example Response: “Thank you for your kind words and for trusting us with your legal matter. We are pleased to hear you felt confident in our work, and we appreciate your feedback about the process timeline. We’ll continue working to provide the best quality service moving forward.”
___
“From the first consultation through the final court appearance, this lawyer was a skilled negotiator. Everyone at the law firm always kept my best interests in mind.”
Example Response: “We’re so glad to hear that you had a positive experience with our office. Our goal is always to provide excellent representation with the utmost professionalism. We’re glad to know our efforts made a difference in your case. Thank you for your trust and recommendation.”
Tools to Track and Manage Lawyer Client Reviews
Managing online reviews is easier when you use the right tools. Digital tools allow lawyers to monitor negative feedback, respond efficiently, and gain insights into client sentiment.
Review management tools make it easier for your firm to stay on top of its brand reputation and strengthen client trust.
Online Reputation Management Tools
Online reputation management tools help attorneys track reviews across multiple platforms.
Platforms such as Sprout Social, Birdeye, and Podium can collect new reviews, send alerts, and centralize client feedback.
These systems also provide analytics that highlight patterns in your reviews, such as recurring complaints or common praise. This allows your law firm to make data-driven improvements.
These tools help you manage negative reviews promptly and amplify positive ones to support your brand.
Automated Review Response Systems
Automation can help to streamline your review management process. Many platforms offer tools that generate quick, professional replies to both positive and negative feedback.
Automated systems ensure that your firm posts a prompt response, even outside business hours.
While these response templates can save time, a member of your team should still screen them and tailor each review response. This helps your law firm maintain a personal touch and ensure compliance with legal ethics rules.
Using AI to Respond to Negative Reviews
If you’re struggling to write a professional, empathetic response to a negative review, generative AI tools can help.
Tools like ChatGPT and Gemini can help draft a polite and balanced response. You should always review and edit any AI-generated text to ensure it aligns with your firm’s policies.
Improve the Online Reputation of Your Law Firm
Online reviews are critical for digital marketing.
Positive reviews from former clients can help you appear more trustworthy to others in need of legal services. Even negative online reviews can help improve your credibility if you respond in the right way.
At LawRank, we help attorneys increase their online visibility and obtain top rankings on SERPS. Our lawyer SEO experts manage all aspects of digital marketing, including your firm’s online platforms and reviews.
Contact us for a free consultation and to learn more about our top-ranking track record.
