Testimonials are often underrated as a tool for both professional development and business growth. If you’re looking for a way to boost the visibility of your law firm, or just improve its reputation, testimonials could be the perfect gateway.

But what exactly is the value of testimonials for lawyers? And what steps can you take to get more and better testimonials for your firm?

The Value of Testimonials

Client testimonials can positively affect your business in a number of different ways.

For starters, you’ll be able to boost your firm’s reputation – and have an easier time persuading new and prospective clients of your ability to help them. If a prospective client is visiting your website or searching for information on your firm for the first time, they’ll likely look at past reviews and testimonials for an indication of the level of service you can provide. Considering the internet is the most popular way to find and research a lawyer, this benefit is significant.

Testimonials are also a great way to increase the visibility of your firm, especially online. Featuring more testimonials on your site can assist with search engine optimization and help you rank higher in search engine results pages (SERPs). You can also incorporate positive testimonials into your marketing and advertising strategy, showcasing the great things your past clients have said about you – and hopefully, making a bigger impact with your next round of prospects.

How to Get Better Testimonials (and More of Them)

What steps can you take to get better testimonials (and more of them) for your law firm?

1. Provide the best outcomes you can. This should go without saying but do your best to provide the best possible outcome for your clients. The better you perform, the more likely you’ll be to get good testimonials. Work hard to fight for a bigger settlement and resolve the case faster; you won’t always be successful, or get the highest possible amount, but your efforts will eventually be noticed and appreciated.
2. Improve client communication on all fronts. Communication should be a major priority for you and your organization. Better client communication will set healthier expectations, allowing you to under-promise and over-deliver. It will also make clients feel more engaged and more valued. Reach out to your clients periodically to see how they’re doing, practice active listening, and try to keep your messaging as organized and straightforward as possible.
3. Recommend additional resources. Don’t be afraid to recommend additional resources, especially if it’s evident that your clients are struggling in some way. For example, if they’re out of work and they’re finding it difficult to make ends meet, you might recommend pre-settlement funding to close the gap.
4. Be sympathetic and kind. It doesn’t cost you anything to be sympathetic and kind to your clients, except a bit of your time. Always treat your clients with a compassionate, patient demeanor, and try to understand their thoughts and feeling on the case. Asking open questions, listening intently, and expressing your sympathies in words can all establish a better lawyer-client relationship – and eventually lead to more positive testimonials.
5. Make a direct ask. Too many lawyers are nervous or reluctant to ask for testimonials directly. But the reality is, most clients don’t go out of their way to write testimonials unprompted. If you want a steadier stream of positive words from your clients, you’ll have to ask them directly – often with a follow-up email or phone call once the case is settled.
6. Request the truth. While your ultimate goal is to get positive, glowing endorsements in your testimonials, you shouldn’t push your clients one way or the other. Instead, you should request the absolute truth. In the rare case that you get a negative or neutral testimonial, you can probably learn something from it.
7. Get client feedback. In line with this, make it a point to leverage the power of customer surveys – and get feedback from your clientele. You’ll learn what your organization is doing well and what could be improved, ultimately leading you to better service (and happier clients).
8. Keep communicating. Your client relationship shouldn’t totally end just because the case is over. Follow up occasionally with phone calls to touch base, email newsletters, and other forms of communication; it can help you stay top of mind, earn more referrals, and of course, get more testimonials.

Using Testimonials Effectively

Once you’ve begun collecting a suitable assortment of good testimonials for your business, you can begin leveraging them for gains.

These are just a few tips to help you use them effectively:

• Avoid excessive polishing. You might be tempted to tinker with the testimonials you receive, especially if the original writer isn’t particularly eloquent. Fixing small spelling mistakes or tweaking the wording can make it appear more polished and professional – but it may also make the testimonial seem less authentic. Oftentimes, it’s better to leave the testimonial as is (even if there are some minor mistakes in it).
• Showcase a variety. Ideally, you’ll showcase a wide range of testimonials. Show different types of people and different types of clients. Get testimonials for different services that your law firm provides. This will give you a bigger pool of testimonials to choose from in your marketing efforts and will show off how consistent the positive reception is.
• Publish in multiple marketing channels. Feel free to use your testimonials in many different marketing contexts. Onsite content, email newsletters, pay per click (PPC) ads, SEO, and even social media marketing can all benefit from the addition of new testimonials highlighting your brand’s strengths.

The more support you can offer your clients, the more likely you’ll be to get the testimonials you need to fuel your business and career growth. And one of the best ways to support your clients is to refer them to a pre-settlement funding provider like Capital Now Funding. For more information on our pre-settlement funding approach, or to find out how we can help your clients, contact us today!