5 Quick Tips to Improve your Personal Brand
When you’re about to make a large purchase, you probably do a lot of checking, reach out to friends for advice or perhaps post on Facebook looking for feedback. In the digital world, buyer's remorse can be avoided by doing your due diligence. Amazon reviews, Yelp stories, Uber ratings, Charity scores - we’re surrounded by rating metrics that help guide our decisions. Why should hiring someone be any different?
The truth is (despite some resistance) it isn’t. A study done by ReviewTrackers.com brought to light two compelling statistics:
Over 83% of respondents say that their first step for hiring a consultant was to check online reviews.
Over 70% of respondents said that they’d be willing to travel or drive to an inconvenient location if someone has better reviews and higher ratings than legal professionals who are closer to home.
Additionally, as Dom Woolrych, the CEO of LawPath, recently noted in an interview, on his online legal platform (LawPath) those with over 20 positive reviews were significantly more likely to be hired than those with under five.
Need more? In a recent survey done by BrightLocal with 2,354 participants (mostly U.S.-based) results showed that 92% of respondents read online reviews to determine whether a local business is a good choice. This could come in the form of Google reviews, Yelp reviews or in a legal-specific sense, Lawyers.com feedback.
This should come as little surprise. Hiring a lawyer is a big expenditure, and one that the average consumer approaches with a good deal of caution. The evidence presented above (coupled with what most of us already know intuitively) leads to only one conclusion: Online client reviews are critical to the success of a law practice.
So, whats to be done? Many lawyers come out of school with the black letter law skills they need to provide competent counsel but few marketing or business skills to promote themselves.
Here is a simple five point checklist to help.
Be personable. This one should really go without saying, but being friendly and kind to people is the surest way to get positive online reviews. People want to help people they like, so fostering positive relationships with clients is absolutely step one.
Be active on social media. Meet people where they are, and where they are is likely on social media. Being active on Facebook can make clients more aware of you, and thus more likely to spend a few minutes reviewing your services.
Make it easy for people to review you. Add a page to your website, ask for it in a sincere follow-up email or provide incentives (such as monthly giveaways). All of these things tip the scales in favour of more reviews for your practice.
Make reviewing mobile friendly. You can add a QR code on your business cards or other marketing materials that direct people to Yelp.com or Google+ Business, another step to making reviewing easier.
Join an online platform. Platforms like LawPath allow clients to find you easier and the review infrastructure is built right into the site. This need not be your bread and butter, but it can help you build up a nice online profile and one that can attract clients outside the platform as well.
Related reading: How Lawyers Get Online Reviews From Clients