New Year’s Resolution #6: Seek Reviews, Recommendations and Ratings
We're halfway through our blog series on "10 New Year's Resolutions to Generate More Clients in 2013." Let's start the second half with another proven online marketing strategy that generates more business: Resolution #6: Seek reviews, recommendations and ratings.
Consumers have come to expect "real world" reviews and independent ratings of products and services they find on the Internet. Positive reviews and high ratings validate credibility, highlight professionalism and really tell consumers about how a product or service provider has performed in the past.
But how true is this when it comes to evaluating lawyers, you ask? The majority (57 percent) of consumers searching for an attorney within the past year used an online resource to check and compare ratings/reviews of a lawyer or firm. Among those doing so, nearly two-thirds found the ratings/reviews to be extremely or moderately influential in their decisions.*
The truth is that with perhaps as many as 700 lawyer ratings services out there, chances are you are going to get rated whether you like it or not. To that extent, doesn't it make sense to go through the ratings process with a trusted source — such as LexisNexis® Martindale-Hubbell® — where the criteria are clear and transparent? It doesn't cost anything to get rated — so if you aren't rated, email firstname.lastname@example.org to get started in 2013.
If you have a Martindale-Hubbell® Peer Review RatingTM and Client Review Ratings, here are some tips on how to make them work better for you this year:
Cultivate reviews. The greater the number of reviews, the more value prospective clients will derive from the information. There is no maximum number of reviews allowed, so encourage your clients and peers to submit reviews to provide a complete picture of your firm. Most clients are happy to provide input.
Add your perspective. In many instances, you have an opportunity to respond to client and peer reviews, so take advantage of it. Responding to reviews allows you to demonstrate engagement, add your perspective and provide prospects with a better understanding of your firm and how you do business.
Put your best foot forward. Leverage and highlight the positive comments you receive from satisfied clients. If you have the ability to highlight your favorite client and peer reviews on the top of all your other ratings, take advantage of it!
Publish, publish, publish. A less than perfect rating is better than no rating at all. Consumers don't expect anyone to be perfect; they expect some negative reviews and are suspicious of someone with continuously glowing, positive comments.
If you'd like to review the other nine New Year's resolutions, feel free to download our recent paper. Or if you prefer, download the free recording of the companion webinar on the Top 10 New Year's Resolutions that Jay Butchko and I co-hosted. When you're ready, schedule your free online marketing consultation.
Next Up: Jay will be talking about Resolution #7: Making Your Marketing More Mobile.
*The Research Intelligence Group (TRiG), "Attorney Selection Research Study," March 2012.
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