How to get more Google reviews for your law firm

A practical guide to building your review profile ethically, with templates and timing advice for Irish solicitors.

Why Google reviews matter for solicitors

When potential clients search for a solicitor in Dublin, they see star ratings before they see your website. A firm with 47 reviews and a 4.8-star rating will attract more clicks than a competitor with 3 reviews — regardless of which firm has more experience or better outcomes.

Reviews influence your visibility in two ways. First, Google uses review quantity and quality as ranking factors in local search results. More positive reviews help you appear higher in the Local Pack — those three businesses shown on the map. Second, reviews directly affect whether someone contacts you. Most people read reviews before making an enquiry, and for high-stakes decisions like choosing a solicitor, social proof matters enormously.

For Irish solicitors, reviews also help bridge the trust gap. Legal services are expensive, outcomes are uncertain, and most clients have never instructed a solicitor before. Seeing that others had positive experiences reduces the perceived risk of making contact.

This guide covers how to build your review profile systematically and ethically — without crossing any lines.

Key takeaways

• Google reviews directly influence both your local search rankings and whether potential clients contact you

• The best time to request a review is immediately after a successful outcome, while goodwill is highest

• Personal, direct requests work far better than automated emails — especially with Irish clients

• Never offer incentives for reviews — this violates Google's policies and can result in penalties

• Responding to every review, positive and negative, shows potential clients you're engaged and professional

• A steady flow of reviews over time is more valuable than a sudden burst

• Negative reviews handled well can actually build trust with potential clients

When to ask for reviews

Timing is everything. Ask too early and the client hasn't experienced your full service. Ask too late and the goodwill has faded. Ask at the wrong moment and you seem insensitive.

The best moments to request a review

Conveyancing: On completion day, after keys have been handed over. The client is happy, relieved, and grateful. Send your request within 24 hours while emotions are still high.

Family law: This requires more sensitivity. For amicable separations or consent divorces, ask once the decree is granted. For contested matters, gauge the client's emotional state — some may not want to revisit the experience, even if the outcome was favourable.

Employment law: After a successful settlement or tribunal outcome. If you've secured a good redundancy package or won an unfair dismissal claim, the client is likely feeling positive about your service.

Wills and probate: For will drafting, ask after the signing meeting when the client feels the peace of mind of having their affairs in order. For probate, wait until the estate is fully administered and funds distributed.

Personal injury: After settlement funds are received. The client has tangible proof of your success and is in a position to reflect positively on the experience.

Commercial work: At the conclusion of a transaction or matter, particularly if you've helped the client achieve a business goal (acquisition completed, contract secured, dispute resolved).

When not to ask

• During ongoing matters where the outcome is uncertain

• Immediately after delivering bad news

• When a client is emotionally distressed

• If the matter didn't go as well as hoped

• When there have been complaints or friction during the matter

Use professional judgment. Not every client is a good candidate for a review request, and that's fine.

How to ask for reviews

The request itself matters as much as the timing. A warm, personal approach works far better than an automated email — particularly with Irish clients who are often less accustomed to leaving online reviews.

The direct conversation

The most effective approach is asking in person or on the phone, then following up with an email containing the link.

Example conversation:

"I'm glad we could get this resolved for you. We're always trying to help more people in similar situations find us, and Google reviews make a real difference. Would you be comfortable leaving us a brief review? I can send you the link — it only takes a minute."

This works because:

• It's personal and direct

• You've explained why it matters

• You've made it easy

• There's no pressure

The follow-up email

After a verbal request, send an email with the direct link. Keep it short.

Template 1: After conveyancing

Subject: Thank you — and a small request

Dear [Name],

Congratulations again on completing your purchase. It was a pleasure working with you on [property address].

If you have a moment, we'd be grateful if you could leave us a brief Google review. It helps other people in similar situations find us.

Here's the direct link: [your review link]

Thank you for choosing [Firm Name]. Best wishes in your new home.

Kind regards, [Your name]

Template 2: After a successful outcome

Subject: A quick favour

Dear [Name],

I'm pleased we were able to achieve a good outcome for you in this matter.

If you were happy with our service, would you consider leaving us a brief review on Google? It makes a real difference in helping others find us.

Here's the link: [your review link]

No pressure at all — I know you're busy. But if you have a spare minute, we'd really appreciate it.

Kind regards, [Your name]

Template 3: General (relationship-based)

Subject: Thank you for trusting us

Dear [Name],

Now that your matter has concluded, I wanted to thank you for choosing [Firm Name].

We rely on recommendations and reviews to help new clients find us. If you had a positive experience, a brief Google review would mean a lot to us.

Here's the direct link: [your review link]

Thank you again for your trust.

Kind regards, [Your name]

Creating your review link

Make it as easy as possible by providing a direct link:

1. Search for your firm on Google

2. Click on your Google Business Profile listing

3. Click "Ask for reviews" in your GBP dashboard, or

4. Click the "Write a review" button on your listing and copy the URL

The link should take clients directly to the review form — no searching required.

What not to do

Don't offer incentives. No discounts, gifts, or fee reductions in exchange for reviews. This violates Google's policies and can result in your reviews being removed or your profile penalised.

Don't use review generation services. Many of these create fake reviews or use questionable tactics. The risk to your profile — and your professional reputation — isn't worth it.

Don't ask for specific wording. You can ask for a review, but don't coach clients on what to write. Authentic reviews are more valuable and less likely to be flagged.

Don't send bulk automated requests. A personal request is far more effective than a mass email, and automated systems can feel impersonal or spammy.

Don't ask everyone. Be selective. Clients who had a difficult experience or a poor outcome shouldn't be asked for reviews.

Building reviews consistently

A steady flow of reviews over time is more valuable than a burst of activity followed by silence. Google's algorithm favours recency, and potential clients notice when your most recent review is from two years ago.

Create a simple system

Build review requests into your matter conclusion process:

1. Identify suitable matters: At the end of each week, identify matters concluding with positive outcomes

2. Make the ask: During your final call or meeting, mention reviews if appropriate

3. Send the follow-up: Within 24 hours, send the email with your review link

4. Track responses: Note which clients have been asked (to avoid repeat requests)

This doesn't need to be complicated. A simple note in your case management system is enough.

Realistic expectations

Not everyone will leave a review. Response rates of 10-20% are typical. If you ask 10 clients, expect 1-2 reviews. This means you need to ask consistently over time to build a meaningful review profile.

For a small firm handling 50-100 matters per year, that might translate to 5-15 new reviews annually. Over three years, you'll have a solid review profile that outperforms most competitors.

Quality over quantity

A handful of detailed, specific reviews is more valuable than dozens of generic "great service" comments. Reviews that mention:

• The type of matter (conveyancing, employment dispute, etc.)

• Specific aspects of your service (communication, expertise, responsiveness)

• Outcomes achieved

• The solicitor's name

...are more persuasive to potential clients and may help you rank for specific searches.

You can't control what clients write, but asking clients who had particularly positive experiences increases the chances of detailed reviews.

Responding to reviews

Responding to reviews — all of them — signals to potential clients that you're engaged, professional, and care about client feedback. It also gives you a chance to reinforce positive impressions and mitigate negative ones.

Responding to positive reviews

Keep responses brief, genuine, and personalised where possible.

Template: Simple acknowledgment

"Thank you for taking the time to leave this review, [Name]. We're glad the process went smoothly for you."

Template: With personalisation

"Thank you, [Name]. It was a pleasure helping you with your purchase. Best wishes in your new home."

Template: Highlighting the team

"Thank you for your kind words about [solicitor name]. I'll make sure they see this. We're glad we could help."

What to avoid:

• Over-the-top gratitude that seems performative

• Marketing language or sales pitches

• Revealing any details about the matter

• Copy-paste identical responses to every review

Responding to negative reviews

Negative reviews happen. How you respond matters more than the review itself. Potential clients will read your response and judge your firm accordingly.

Step 1: Pause before responding

Don't respond immediately while emotions are high. Wait a few hours or overnight, but don't leave it more than 48 hours.

Step 2: Acknowledge without being defensive

Even if the criticism seems unfair, avoid arguing. Your response is public.

Step 3: Take it offline

Offer to discuss the matter directly rather than debating in public.

Step 4: Keep it professional

Remember that every potential client will read this response.

Template: General negative review response

"Thank you for your feedback. We're sorry to hear your experience didn't meet expectations. Client satisfaction is important to us, and we'd welcome the opportunity to discuss your concerns directly. Please contact us at [phone/email] so we can address this."

Template: When you can't discuss details

"Thank you for sharing your feedback. Due to client confidentiality, we're unable to discuss specifics publicly, but we take all feedback seriously. Please contact our office directly if you'd like to discuss your concerns."

Template: When the review is factually wrong but you can't prove it

"We're sorry to hear you feel this way. We'd welcome the opportunity to discuss your experience directly. Please contact us at [phone/email]."

What never to do:

• Argue with the reviewer publicly

• Reveal confidential information to defend yourself

• Suggest the reviewer is lying

• Threaten legal action

• Ignore negative reviews entirely

Dealing with fake or malicious reviews

Sometimes you'll receive reviews from people who were never clients, competitors, or people with malicious intent.

To report a review:

1. Find the review on your Google Business Profile

2. Click the three dots next to it

3. Select "Report review"

4. Choose the reason (spam, conflict of interest, etc.)

Google only removes reviews that violate their policies — not reviews that are simply negative. The process can take several days, and removal isn't guaranteed.

If a fake review remains, your best approach is a brief, professional response noting that you have no record of this person as a client, without being confrontational.

Legal and ethical considerations for Irish solicitors

As a solicitor, you're bound by professional conduct rules that affect how you can solicit and use reviews.

Law Society guidance

The Solicitors Advertising Regulations permit client testimonials in advertising, subject to certain conditions. Reviews on third-party platforms like Google are generally outside the scope of these regulations, but you should still ensure:

• Reviews are genuine and from real clients

• You don't coach or script reviews

• You don't offer inducements for reviews

• You don't selectively display only positive reviews on your website if you're displaying reviews at all

Confidentiality considerations

Never reveal client information in your responses to reviews — even if a client has identified themselves. A response like "We're glad we could secure that settlement for you" confirms details that should remain confidential.

Professional reputation

Your online reviews are part of your professional reputation. Building reviews ethically protects this reputation. Taking shortcuts — fake reviews, incentivised reviews, review manipulation — creates risks that far outweigh any short-term gains.

Using reviews effectively

Once you have reviews, make sure they're working for you.

Display reviews on your website

Embedding Google reviews on your website reinforces trust with visitors who arrive from other sources. Several plugins and widgets can pull your Google reviews automatically.

Place reviews on:

• Your homepage

• Service pages

• A dedicated testimonials page

• Your contact page

Mention reviews in other marketing

"Rated 4.8 stars on Google" in your email signature, printed materials, or advertisements adds credibility. You can also quote specific reviews (with permission or if already public) in case studies or marketing content.

Monitor your reviews

Set up notifications so you know when new reviews are posted. You can do this through:

• Your Google Business Profile dashboard

• Google Alerts

• Third-party reputation monitoring tools

Aim to respond to all reviews within 48 hours.

Track review sources

If you're asking for reviews from multiple matter types, notice which clients are most likely to leave reviews. This helps you focus your requests where they're most effective.

Frequently asked questions

How many Google reviews does my law firm need?

There's no magic number, but having more reviews than your local competitors is a reasonable goal. For most Dublin solicitors, 20-30 genuine reviews with a rating above 4.5 stars puts you ahead of the majority. Focus on steady growth rather than a specific target.

Can I ask clients to remove or change a negative review?

You can ask, but it's generally not advisable. It can seem like pressure, and clients may feel uncomfortable. A better approach is to respond professionally and let your other positive reviews speak for themselves.

Should I respond to every single review?

Yes. Responding to all reviews — positive and negative — shows you're engaged and value feedback. Keep positive responses brief; give more attention to addressing concerns in negative reviews.

How long does it take for a review to appear on Google?

Most reviews appear within a few hours to a day. Occasionally Google may hold reviews for verification, which can take a few days. If a client's review doesn't appear after a week, they may have had issues submitting it.

Can I use reviews from other platforms on my website?

Yes, you can display reviews from platforms like Trustpilot, Facebook, or legal directories alongside Google reviews. Just ensure you're displaying them accurately and not editing the content.

What if a former employee or competitor leaves a fake review?

Report the review to Google using the flag option. In your response, you can professionally note that you have no record of this reviewer as a client. Document the situation in case you need to escalate.

Is it worth paying for review management software?

For most small firms, no. A simple manual process of asking clients and tracking who you've asked is sufficient. Review management software makes more sense for larger firms or multi-location practices.

How do Google reviews affect my search rankings?

Reviews are one of many factors in local search rankings. Quantity, quality (star rating), recency, and keywords in reviews all play a role. However, reviews alone won't overcome poor website SEO or an incomplete Google Business Profile.

Checklist: Building your review profile

Setup

• Created direct Google review link

• Added review link to email signature (optional)

• Set up Google notifications for new reviews

• Prepared 2-3 email templates for different matter types

Process

• Identified which matter types are best suited for review requests

• Built review requests into matter conclusion workflow

• Tracking which clients have been asked

Ongoing

• Responding to all reviews within 48 hours

• Requesting reviews consistently (not in bursts)

• Monitoring competitor review profiles

• Displaying reviews on website

Next steps

Google reviews are one component of your local SEO strategy. For the complete picture, including Google Business Profile optimisation, citations, and local content, see our comprehensive guide: SEO for Solicitors: The Complete Guide for Irish Law Firms.

For specific guidance on setting up and optimising your Google Business Profile, read: Google Business Profile for Irish Solicitors.

If you'd like help building your firm's online presence, get in touch for a free consultation.

About the author

Alessandro Boscolo Conway — Hello Digital

I'm a Dublin-based freelance SEO and digital marketing consultant with over 20 years of experience, including time on Google Ireland’s Search Quality team.

I run Hello Digital, a consultancy that helps startups and small businesses across Ireland grow online through clear strategy, expert delivery, and practical support.

I've worked with over 50 Irish companies to improve their visibility, generate better leads, and grow sustainably through SEO and digital marketing.

I'm a certified Google Partner and a trusted advisor to e-commerce brands, local services, and fast-growing startups.

• Based in Dublin, 20+ years of experience
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