Testimonials For Lawyers
For busy attorneys, it takes a little extra time to pursue testimonials for lawyers, but, boy, is it worth it! Testimonials are a powerful way to boost your firm’s credibility and trust factor, which leads to higher website conversions. Unbiased, third-party reviews are convincing and persuasive to other potential clients.
Consider these statistics about testimonials for lawyers:
- Regular use of client testimonials can help you generate 62% more revenue from every customer, every visit, according to one study.
- A whopping 92% of people say they read testimonials when considering a purchase.
- 90% of consumers read online reviews before visiting a business.
- 88% of consumers say they trust reviews and testimonials just as much as personal recommendations from people they know.
- Customer testimonials are the most effective form of content, with an 89% effectiveness rating.
- U.S. consumers say that online testimonials are “very important” (38%) or “extremely important” (19%) in making decisions about purchasing goods and services.
- 40% of consumers form an opinion by reading just one to three clients’ comments.
Marketing has evolved, moving away from “here’s a list of what you get” toward an emotional “let me tell you why I’m so satisfied.” Online marketing has become an open line of communication between you and the potential client, according to “Take It From Me” – Why Testimonials Are So Effective. Strategic Factory, a Maryland marketing and branding firm, writes in the article:
“Instead of ‘taking your word’ for it that your product or service is going to impact their lives positively, it lets real customers hear from other real customers why the decision they’re about to make is a good one.”
CLIENTS NO LONGER WANT TO BE “SOLD TO.” INSTEAD, THEY WANT TO BE REASSURED THAT THEY’RE MOVING IN THE RIGHT DIRECTION.
Reviews Are Important, Too
Testimonials for lawyers are somewhat different than reviews, even though they both involve a client’s writing something that conveys their satisfaction or dissatisfaction with a firm’s services. “Testimonials” are client comments that you proactively ask for and place on your website. “Reviews,” on the other hand, are comments and/or stars clients leave on third-party websites like Google My Business, Avvo, Facebook, Yelp, and other independent platforms, as well as on your website.
Consider these stats about reviews:
- 5-star ratings boost search click-through ratings by 28%. And going from a 3-star to a 5-star rating increased clicks by 25%.
- Search Engine Watch says that online reviews account for 8% of total ranking factors that Google uses on its SERPs pages.
- 72% of consumers will take action only after reading a positive review.
Positive reviews in the form of stars on a SERP page below the name of your law firm are extremely effective. Those gold stars are critical, especially when they hover around 4.9 or 5. Even if your law firm has experienced a negative review, there are several tactics you can take to improve the situation. Read our Gladiator blog here about responding to negative reviews.
“Social Proof” Persuades Potential Clients
“Social proof” relies on psychology and leverages people’s desire to be part of a like-minded group. Humans are social animals, and they take their cues from each other. This can affect their purchasing decisions. According to Nielsen research, paid advertising — TV, print, digital and radio – has a trust gap, with many consumers saying they do not trust advertising. On the flip side, 70% of surveyed consumers said they somewhat or completely trust consumer opinions posted online.
Where onsite testimonials for lawyers are concerned, there’s nothing like an independent, third-party endorsement to tip the scales and convert a website visitor into a lead. Website content — even when it’s well-written and compelling — will always be made more powerful when it is accompanied by comments from an enthusiastic, satisfied client. It’s important to provide your site visitors with differentiators that set your firm apart from competitors. Testimonials describing your law firm’s culture, client service, or positive results are particularly effective. Testimonials for lawyers are the low hanging fruit of on-site differentiators, because they’re easy to do and cost you nothing.
Testimonials for Lawyers Increase SEO Performance
Testimonials reinforce the trust and credibility of your brand, thereby reinforcing E.A.T. – Expertise. Authority. Trustworthiness. E.A.T. is insider SEO lingo referring to the power of credibility and trust in boosting your website’s SEO performance and Google ranking. Testimonials impact SEO by creating a deeper, more emotional appeal for your branding. It’s important to reach potential clients not only through their intellect, but also through their feelings.
What Are the Elements of Good Testimonials for Lawyers?
For law firms, there are certain elements that make a client testimonial powerful. The more of these that are included, the better:
- A REALLY happy client
- A short 2-3 sentences
- Statements that are convincing and believable
- As many specifics as a client is willing to give including the outcome, a circumspect reference to the amount of the award (“sizable” or “very large”), the practice area involved and the quality of your client service
- Their full name, if possible, but even a first name and last initial is good
- A headshot (remind clients that a selfie with a smartphone is fine)
- And if you’re really lucky – a client who is willing to provide a video review.
Testimonials for lawyers can be sprinkled across your firm’s website, with the most outstanding one appearing on your homepage. Others can appear on your practice area pages. If you’re fortunate enough to get 5-6 client testimonials, you can create a testimonials tab on your site with multiple happy clients that deliver a strong one-two punch. Here is an excellent example of client testimonials for Louthian Law Firm in Columbia, South Carolina. Another great set of examples are the video testimonials for Rieders, Travis, Humphrey, Waters & Dohrmann Law Firm in Williamsport, Pennsylvania.
Video testimonials for lawyers are a little bit trickier and more costly, because you need to hire a professional videographer, set up lighting and a tripod, and convince clients to get in their cars and drive somewhere for a shoot. But if you have the budget and cooperative clients, video testimonials are fantastic! Otherwise, clients can simply write a 2 to 3 sentence testimonial in an email, attach a selfie headshot, and hit the send button. Or you can create a template or automated system that makes writing a testimonial nearly effortless. It’s that easy to secure a testimonial from a satisfied client.
How to Ask a Client for a Testimonial
Strike while the iron is hot!
The best time to ask clients for a testimonial is when you hand them the award or settlement check and they are relieved and satisfied. Ask them in person if you can and then follow up a few days later with a phone call or email. Give them as many ways as possible to provide a testimonial, including email, text, website form or even by phone with a staff member taking notes. If you need more ideas about asking clients for testimonials, our Gladiator professionals would be glad to help.
Encourage clients to write only a few sentences, stressing that a longer paragraph or two is not necessary. A request for a shorter testimonial is good for a couple of reasons. First, you’re more likely to get it if the client thinks it will only take a minute or two to write rather than hours of their time. And second, website visitors don’t have the patience to read long narrative testimonials – they’ll only read a few sentences before deciding whether or not to make a phone call to your law firm. They are more likely to read several, if not all, of your testimonials if they can do so quickly.
Boast, a specialty marketing firm in Lansing, Michigan, offers examples of testimonial request emails that work and also lists 10 Tips To Request a Testimonial Fast and Easy. Here are the tips they recommend:
- Don’t Wait
- Solve Problems
- Customize Your Testimonial Request
- Make It Easy
- Use Many Different Methods
- Follow Up
- Ask the Right Questions
- Offer Incentives
- Be Sincere.
Boast also offers 9 downloadable email templates that do the heavy lifting and show you how to create personalized requests for client testimonials.
Boost Your Website Performance with Testimonials for Lawyers
There’s nothing more convincing than powerful client testimonials to convert site visitors into leads. In today’s marketplace, customers rely on other customers to get the honest lowdown on which companies and law firms provide the best services. Gone are the days when customers want to be “sold to.” Instead, clients are looking for third-party endorsements and feedback that convince them that they’re making the right choice.
Testimonials for lawyers are a low-cost approach to law firm marketing that require only a satisfied client and a little bit of time. Often, a request at an in-person meeting when you hand a client their settlement check will do the trick. You can place online testimonials on your website homepage and practice area pages to reinforce the credibility and trustworthiness of your brand. All law firms have a finite budget for their marketing initiatives, so why not make use of client testimonials – an inexpensive, fast and powerful way to generate leads and build your brand.
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