How law firms can get more reviews with AI
Law firms can ask satisfied clients for reviews at a natural close, such as when a matter ends well. AI can send a polite request and draft replies, but replies must never reveal client details. Check your bar’s rules on testimonials and responding to reviews first.
Talk through your firm with the person who builds it
A free 30-minute call. You leave knowing which part of your law firm to hand to AI first, what we would build, and roughly how long it takes.
Ask at the right time
The close of a matter, when a client says thank you, is the natural point. A short note with a link is enough. Many firms never ask, which leaves reviews to the unhappiest clients.
Never pressure or reward clients for reviews.
Reply without revealing anything
A lawyer cannot discuss a client’s matter in public, even to defend the firm. A good reply is short and generic: thanks, or an invitation to call.
AI can draft these, and an attorney should approve each one.
Where reviews show up
Prospective clients see reviews on map listings, directories and in AI answers. A modest number of honest, recent reviews is worth more than a large number from long ago. Spread requests across the year rather than in a burst.
Picture this
Examples of what it can look like. Illustrations, not clients.
A client has just signed the closing documents. A thank-you message goes out with a review link.
A review criticizes the fees. The drafted reply does not mention the matter and invites the person to call the managing attorney.
The rules that apply, in their own words
“unfair or deceptive acts or practices in or affecting commerce, are hereby declared unlawful.”
“It is an unfair or deceptive act or practice and a violation of this part for a business to write, create, or sell a consumer review”
Sources
- 16 CFR Part 465 (FTC rule on reviews and testimonials): The ban on fake, bought or suppressed reviews.
- ABA Model Rule 1.6: Confidentiality of Information: The model ethics rule on protecting client information.
- NIST AI Risk Management Framework: The U.S. standards body’s framework for using AI responsibly.
- 15 U.S.C. § 45 (FTC Act, Section 5): The federal ban on unfair or deceptive business practices, ads included.
Talk through your firm with the person who builds it
A free 30-minute call. You leave knowing which part of your law firm to hand to AI first, what we would build, and roughly how long it takes.
Questions
Are testimonials allowed?
It depends on your state. Some require disclaimers, some limit them. Check with your bar.
Can AI write the reviews?
No. Reviews must come from real clients in their own words.
Can I respond to a review at all?
Yes, briefly and without any client information. Many firms respond only with thanks or a request to call.
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