Yesterday online review company Yelp Inc. exploded onto the
scene with a strong IPO with first day trading up 61% from their strike price –
not bad! Yelp’s IPO follows recent IPO’s of GroupOn and Angie’s List, with
Angie’s List still fairing the better on the two on the street. Yelp currently averages
around 66 million unique visitors a month and users have created more than 25
million consumer reviews to date.
Why Are Online
Reviews Important to Attorneys?
There is a 90% chance that somebody has already written a
review about you online. To date there are at least 20 major online review
sites where anybody can write anything about you and your practice and unsolicited
reviews are very often negative! How long will these reviews remain online? Well,
according to recent IPO’s like Yelp, it looks like forever at this point!
As we have previously reported - according to studies by AC
Nielson; 70%
of people now indicate that they trust online consumer opinions. This
is second only to opinions received from friends (90%). The question of whether
or not you need an attorney
website and/or an online reviews strategy is no longer optional when
reviews about you and your practice are now being written online – like it or
not.
Impacts of Online Reviews
on Your Referrals
As yourself a question about how you behave today before you
buy a product or service. I know when I buy a book, product or get a referral to
a service provider; I almost always look online at what people have said (online
reviews) about each before I contact them. Your clients and referrals now behave
in the same manner. In the world of the internet, your referrals now have something they had
never had in the past- a fast an effective means to help validate, measure and
compare the quality of a referral.
In today’s world, attorney referrals
are commonly given out in numbers – thanks largely to a process fostered by your
insurance companies in their malpractice avoidance procedures. Because of this,
a referral to you may also include a referral to 1-2 other attorneys that the potential
client must now consider and compare. In the past, they would simply call you
and the others and make decisions from the phone call. Today, referral clients look online and make judgments
about you BEFORE THEY CALL YOU based on such items as how your website, blog,
news and online reviews are in comparison to the other attorneys referred to
them. Still think online review management is not important? What do you think
happens when they see at least one negative review online about your practice? Your
chances of converting that referral business just went down and that negative
review is costing you money!
4 Steps To Building a
Successful Online Review Strategy
- Start by creating a proactive review strategy for your practice. In this case, create a preformed email that includes a link directly to the reviews section of your Google + Local Page and Your Yelp Page. Send out these emails to all of your clients who had a successful outcome with you IMMEDIATELY AFTER that outcome – this is the best time to ask them to create a positive review for you online. Follow-up with them as needed in order to get a steady flow of reviews in Google.
- Ever wondered why some Google Local and Yelp listings have those 5 gold review stars listed and others do not? That is because the listings with the stars have more reviews – typically 7 or more to display prominently in the search results. Set a goal to have at least 7 positive reviews to help improve your conversions and performance from your Google Places Listings
- Check your reviews on a regular basis. There are at least 20 places to check: Google Places, Yelp, Ask, CityVoter, CitySearch, iBegin, Bing, Dogpile, NoMoreClipboard, Yahoo, Blogs, Demandforce, SuperPages, Mojopages, Manta, Local, Yellowpages, Lycos, Avvo, and FindLaw.com.
- If you have negative reviews written about you, try to track back who the client is and request that they remove the review. If you are unsuccessful, write a response to the review (in your Google + admin screen) or simply be proactive and push the negative review down the list with more recent positive reviews. Remember, the more positive reviews you have listed at the top, the least likely the negative review will impact you.
If you need help in setting up and executing your online
review strategy, contact
us today for more help…
Nice article. I don't have such ideas of review strategy. I will use this strategy for my business too. Thanks for sharing it.
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