Importance of client testimonials for law firms

It is needless to say how important testimonials are for businesses today. According to Search Engine Land, 88% of people trust online reviews as much as personal recommendations. As important as testimonials are for restaurants, software, or landscaping companies, they are as important for law firms, if not more.

Prospective clients searching for attorneys online rely on what others say about your practice. This is important for a couple of reasons. Your prospect is likely to be in a tough situation, maybe because of legal family matters or criminal charges, and they cannot risk going with an attorney who has no testimonials, aka social proof. This social proof affirms your credibility, and trust.

Another reason why testimonials matter (or should matter) to attorneys is because they greatly impact your reputation. And in the legal field, reputation is everything.

Client reviews vs testimonials

Though client reviews and testimonials can easily be considered as the same, they are still different. Think of them as two peas in a pod. Testimonials and reviews are both forms of client feedback. Though both can be directly pursued by you, one is less formal than the other. You guessed it, reviews are.

Client reviews can be both positive and negative based on a rating system. For instance, Google reviews. This is feedback left on your Google My Business profile by your client whether you asked them for it or not. Informally, the client reviews your practice and services leaving a generic overview of your business.

On the other hand, testimonials are a bit more curated, or formal. This is the client feedback that you have requested, knowing that your client is delighted, and now you want them to share it with others. Instead of being featured on Google, Yelp, or Thumbtack, testimonials are prominently displayed on your website, converted into social media posts, or shared via emails.

Types of client testimonials for attorneys

Client testimonials for law firms come in various formats and can be used on multiple channels.

Quote testimonials

Quote testimonials are testimonials that your client can write for you — it is a quote about your practice. This could be a few sentences long or a paragraph. Quote testimonials are often easy to acquire since it takes minimal effort from your clients. You can then use quote testimonials on your website, repurpose them into social posts, and include them as signatures in your email marketing campaigns.

Video testimonials

Testimonials in the video format are effective assets. There is trust and emotion involved since prospects are listening and seeing other clients speak. Usually, video testimonials for attorneys have more context and story-telling. Video testimonials also make great assets for content marketing and PPC ads for social media platforms like Facebook & YouTube.

Audio testimonials

As the name suggests, these testimonials are in an audio format. Attorneys can either generate audio testimonials or use the audio from the video testimonial itself. However, audio testimonials are great for podcasts and radio advertisements, if that is part of your marketing strategy.

Case studies

Attorneys are always dealing with sensitive information and due to the attorney-client privilege are unable to share any such details. However, if carefully curated, attorneys can generate case studies. For instance, how did the client find you and why they chose you to represent them are all questions you can learn more about and put together a case study.

These case studies are great for your law firm’s website and social media.

How to generate client testimonials for your law firm?

As mentioned earlier, client testimonials are mostly positive and if not, they will not be used as a testimonial. Remember, your testimonials are for your website, social media, and emails. Here are ways to generate testimonials for your law firm.

Request testimonials via emails

Your client has provided you with their email. After you have successfully helped them on their case, it is time to ask them for help. Emails are convenient for both you and your clients.

Send a personalized email to your client, requesting a testimonial in any of your desired formats. Ideally, you want to reach out to your client soon after their case has closed. Reaching out to clients from a year or two ago might not give you the best results.

Here is an example of a tailored email:

Hi [First Name],

I want to start by congratulating you on [case and result]. I am glad you chose [law firm name] for your needs and that we could live up to your expectations. As you know, we thrive on customer feedback, and yours is very important.

We are gathering website testimonials from our clients and it would mean a lot to us if you could give us one as well — it will not take more than a few minutes. For context, here are all our current testimonials to help you learn what other clients are saying.

I am attaching a Google Form [or testimonial request form on the website] where you can leave your testimonial. 

Thank you in advance, I will inform you when the testimonial is live on our website.

Signature

Request testimonials in person

If you are aiming to generate video testimonials, you would need your client in person. During the final meetings with your client, you can request your client for a testimonial and determine if they are open to doing one on video. These video testimonials can be shot in the office, helping build more credibility.

During these video testimonials, you can ask your clients specific questions so they can speak to each question accordingly. Here are some questions to ask your clients for an amazing video testimonial.

• Why did you choose [law firm name] instead of its competitors?
• How would you describe your experience with [law firm name]?
• Would you recommend [law firm] to your friends and family? And why?
• Would you consider [law firm name] again in the future? 

Request testimonials via your website

Having a testimonial request form on your website is also a great way to generate testimonials and guide your clients to them. Simple forms on a dedicated landing page on your website help create testimonials. You can also allow clients to upload video files if they prefer to leave video testimonials.

Law firm testimonial examples

Many law firms simply embed Google reviews and consider them testimonials. As mentioned, reviews and testimonials are different. Here are a few examples of great law firm testimonials.

The Barber Law Firm – Dallas Personal Injury Lawyers

Ayesha Hamilton Law Firm – Business & Employment Law Firm

Michael Ashoori – Immigration Law Firm

Conclusion

Law firm testimonials are crucial for prospective clients to learn more about your service and build trust. Testimonials help your client feel comfortable to reach out and connect with you. If you are looking to get more testimonials for your law firm website, start with your most trusted clients who have seen success with you. Clients who feel they receive great service are likely to give you a testimonial immediately.