In law, reputation used to be built in courtrooms and boardrooms.
Now, it’s also built on Google.
Potential clients don’t wait for a referral—they search. And what they find in those first few results can carry more weight than years of successful outcomes.
That’s why online reputation isn’t just a side concern for attorneys or law firms—it’s part of the job.
Reputation: The New Credential
Before a client even reaches out, they’re already forming an opinion. Your bio, your reviews, your name mentioned on a legal forum—all of it contributes to a narrative. And unlike your résumé or bar license, you don’t control how or when people read it.
A single negative review, a misquoted article, or a one-star rating—fair or not—can chip away at credibility that took years to build.
And because legal work depends heavily on trust, even a hint of reputational uncertainty can be enough to deter a potential client.
The Most Common Threats Facing Lawyers Online
1. Negative Reviews
You can win a case and still lose the client relationship. Maybe they didn’t like the outcome. Maybe the bill caught them off guard. Maybe they just expected something different.
Whatever the reason, one poorly worded review on Google or Avvo can create outsized damage, especially if it’s the first thing someone sees when they search your name.
2. Social Media Attacks or Misinformation
One bad tweet. A viral Reddit post. A mischaracterized comment on LinkedIn. It doesn’t take much for someone’s reputation to be put on trial in the court of public opinion.
Legal professionals are held to high ethical standards—both in and out of the courtroom. Even when criticism is unfounded, silence can be perceived as a sign of guilt.
3. False or Defamatory Claims
Whether it’s a disgruntled former client, competitor, or anonymous troll, misinformation can spread quickly. Left unchecked, these attacks can trigger a snowball effect, damaging not just your online image but also your relationships with real clients and peers.
Why Doing Nothing Isn’t an Option
Reputation doesn’t just influence who contacts you—it impacts whether they contact you at all.
- Prospective clients may decide not to call, based solely on a review or an outdated search result.
- Referral sources might hesitate to recommend you if they see red flags online.
- Opposing counsel, media outlets, or legal directories may form opinions before ever speaking to you.
Even a minor reputational issue—if ignored—can grow into something much harder (and more expensive) to fix later.
How to Take Control of Your Online Reputation
You don’t need to overhaul your entire digital footprint overnight. But you do need a system—and a mindset—that treats reputation as an active part of your practice.
Start With a Reputation Audit
Search your name. Your firm. Your key staff. Review Google, platforms, legal directories, and image results. Take note of anything outdated, incorrect, or damaging.
Respond Intentionally
- A negative review? Respond calmly and professionally. Don’t get defensive.
- A social media mention? Clarify, correct, or counter—if appropriate.
- A false claim? Document everything. Consider legal remedies, but always weigh the reputational impact of escalating publicly.
In every case, your tone matters as much as your content. A thoughtful, measured response shows integrity—even when the feedback doesn’t.
Create Your Own Narrative
If your only online content is what others post, you’re vulnerable. Proactively shape your digital presence with:
- Thought leadership articles
- Case study recaps (with client permission or anonymization)
- Community involvement updates
- Regularly updated bios across platforms
This content not only boosts visibility, but it also pushes down negative or irrelevant results in search.
Build a Reputation That Works for You—Not Against You
A strong online reputation isn’t just about damage control. It’s a competitive advantage.
- It attracts more qualified clients
- It reassures referrals that their trust is well-placed
- It positions you as a credible expert, not just another listing
And in a field where credibility is currency, that edge can make all the difference.
Final Takeaway
Your name is your brand—and people are Googling it whether you like it or not.
You don’t have to be perfect. But you do have to be present.
Monitor your reputation. Respond when needed. And more than anything, own your story—before someone else writes it for you.
