Strategy for Building Your Stock of Online Reviews


You can’t stop people from saying things about your practice online, and if you ignore that feedback and the existence of review sites, you leave an open door for naysayers to destroy your reputation. It’s true that people tend to only send feedback and write reviews after a negative experience.
The following steps for managing and controlling online reviews will work — if you follow the steps religiously.
Step 1: Assess Which Reviews Matter Most to Your Firm
Naturally you want to know what reviews are out there, and which directories already include your firm. More important to your strategy, however, is pinpointing which directories are most influential in your geographic area and practice area.
Step 2: Claim Those Directory Profiles
In “Take Control of Your Firm’s Local Directory Strategy,” I discussed the importance of claiming your profiles. It’s especially important for online reviews, because once you claim all the profiles that allow for reviews and “own” them, some sites (like Google) will allow you to respond to positive and negative feedback.
Step 3: Monitor the Online Reviews
You can’t improve something you aren’t tracking. Here are sites that can help automate this process:
GetListed.org.
GetListed doesn’t send you email notifications, but it shows reviews across major sites. (Free.)
ReviewPush. 
ReviewPush is great for a multi-location practice. It sends email alerts and tracks trends. (Paid.)
GetFiveStars. 
This is a brand-new service that has major promise for law practices, especially those with multiple locations. It’s designed to help you with the process of getting reviews and monitoring them.

Step 4: Make Reviews Part of Your Daily Routine and Client Process

It’s always easier to achieve a goal if you incorporate small steps into your daily routine. But there’s another reason why you shouldn’t save your online review activities for one big push: It can set off alarm bells on the Internet.
Step 5: Rinse and Repeat
If you get just one review per month on Google with this method, in five months you will have enough reviews for stars to show up next to your business listing — and those stars will help attract more clicks on your listing.


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