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How To Establish Trust With Potential Clients Through Online Reviews

Written by Henry Kilshaw | Jun 30, 2025 12:42:34 PM

How to establish trust with potential clients through online reviews 

In the legal world, building trust is pivotal. Potential clients often make decisions in moments of stress, confusion, or vulnerability. Before they even pick up the phone or complete an online form, they want reassurance that your firm is credible, experienced, and reliable. 
 
That’s where online reviews come in. 
 
Whether you’re a personal injury specialist, a conveyancing expert, or handling clinical negligence or housing disrepair claims, reviews are one of the most powerful tools you have to build trust before a conversation even begins. 
 
Here’s how to harness them effectively. 

Why Online Reviews Matter for Law Firms 

Modern consumers behave no differently when choosing a lawyer than they do when buying a new appliance or selecting a restaurant: they look for social proof. 
 
According to BrightLocal, 98% of consumers read online reviews for local businesses (https://www.brightlocal.com/resources/online-reviews-statistics/), and legal services are no exception. 
 
Put simply: online reviews act as digital word-of-mouth, and clients trust the voices of those who’ve walked in their shoes. 

Interestingly, data shows that younger consumers are becoming more likely to be influenced by reviews, with 72% of Gen Z being more likely to make purchases based on social proof, compared to Millennials (66%), Gen X (65%) and Baby Boomers (63%). This shows that as the next generation of consumers age, the prominance of online reviews will only grow, making them more important than ever. 

How to Use Reviews to Build Trust 

Claim and Optimise Your Profiles 

Start with the most visible platforms:

  • Google Business Profile
  • Trustpilot
  • Facebook Business Pages 

Ensure each platform is verified, up to date, and clearly represents your firm’s services, contact information, and tone of voice. 

Make It Easy to Leave Reviews 

Most happy clients are willing to leave a review if you ask. Integrate review requests into your client journey:

  • Send a polite, personalised email at case conclusion
  • Include direct links to your review platform of choice
  • Use SMS follow-ups where appropriate
  • Ask in-person if rapport is strong 

A seamless process increases your response rate and helps ensure your best client stories are shared publicly.

Highlight Specifics, Not Just Stars

While star ratings are important, the content of reviews matters just as much. 

Encourage clients to mention:

  • The outcome of their case
  • The communication and care they received
  • Specific team members who made a difference
  • How the process compared to their expectations 

Detailed testimonials give prospective clients the clarity and reassurance they’re looking for. 
 

Respond to Reviews (Good and Bad) 

Acknowledging reviews shows professionalism and attentiveness. For positive reviews, thank clients sincerely. For negative ones, respond calmly, professionally, and constructively, without being defensive. 
 
This shows future clients that your firm is mature, responsible and willing to address concerns head-on.

Use Reviews in Your Marketing

Don’t let great feedback sit idle, bring it to life: 

  • Display reviews on your website (especially service pages)
  • Create graphics with short quotes for LinkedIn or email footers
  • Include testimonials in your brochures or one-pagers
  • Use Trustpilot or Google badges as credibility markers 

Showcasing genuine client feedback makes your messaging more relatable and convincing. 

Final Thought: Reviews Are Trust in Action

In an increasingly competitive legal market, prospective clients are searching for more than just a firm, they’re looking for someone they can believe in.

Online reviews bridge the gap between your marketing and your client’s peace of mind.  

They show you’re not just claiming to deliver results; you’re proving it through the voices of people you’ve already helped.

The firms that embrace and manage reviews proactively aren’t just seen, they’re trusted. And in the legal world, trust wins business.