A law firm should ask for Google reviews after a matter wraps up, with a short personal message and a direct review link. Never offer anything in return, never ask for specific outcome language, and reply to reviews without confirming details of the representation.
Timing matters most. The best moment is right after a matter closes and the client feels relief, like when the estate plan is signed or the LLC paperwork is filed. A short email or text from the attorney or paralegal works well: thank them, say reviews help other people find the firm, and include the direct link to your Google review form. One gentle reminder a week later is fine. More than that starts to feel like pressure. Build the request into your closing checklist.
Keep it compliant. Most state bars prohibit giving anything of value in exchange for a review, and many limit testimonials that suggest a particular result. Do not script what the client should say. Do not ask only happy clients in a way that filters out everyone else, since review platforms frown on that practice. Treat reviews as honest feedback, not marketing copy, and make the request the same way for every client who finishes a matter. Consistency keeps it fair.
Replying is part of the process. Thank positive reviewers without confirming they were clients or mentioning their matter. For negative reviews, stay calm, avoid any confidential details, and invite the person to call the office. Over time, a steady pace of recent reviews that naturally mention services like wills, trusts or business contracts helps both Google rankings and AI answers, since engines read review text when deciding who to recommend. Steady pace beats a sudden burst of reviews in one week.
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