Legal marketing
Reviews for
law firms.
Ask every client the same way, never buy or write reviews, and reply to bad ones briefly. The Queensland Law Society says your duty of confidentiality covers a client's matter even when some of it is public, and rebutting criticism online isn't a reason to disclose it. A Queensland tribunal has dealt with lawyers over review posts in 2026, so a short, polite reply that says nothing about the matter is the safe default.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.Asking
for reviews.
The QLS guidance: don't buy or write reviews, and only asking happy clients may be a problem. Google's own policy rules out incentives, conflicts of interest and selective asking, and the ACCC's review guidance applies to law firms like any business.
Pick one moment, like when a matter closes, and ask every client then. Some won't want to: many legal matters are private. That's fine, and it's one reason law firms often have fewer reviews than other businesses.
Confidentiality
comes first.
Under the conduct rules, information about a client's matter is confidential, and the QLS says this can include information that's publicly available. Limited disclosure is allowed in the right forum to defend a bill or a disciplinary charge, not to answer criticism online.
So a reply that confirms someone was a client, mentions the outcome or describes the advice given can be a breach, however unfair the review.
When review posts
went to a tribunal.
In 2026, a Queensland tribunal publicly reprimanded a solicitor who posted Google reviews under his firm's name calling a real estate agent dishonest and offering free legal help, with a $3,500 penalty and an ethics course. In another Queensland matter, the tribunal let the regulator add allegations about a solicitor's Facebook reply to a former client's review to a disciplinary case. No finding had been published when this page was checked.
Both show that review sites are treated as public statements by a lawyer, held to the same standards.
Reply check
Before you answer
a bad review.
Paste the reply you're about to post. It flags anything that confirms they were a client, touches their matter, or attacks the reviewer. A word check, not legal advice.
Flags
0
A safer shape
Thank you for your feedback. Our duty of confidentiality means we can't discuss any matter here. We take all feedback seriously, and our practice manager would welcome a call on [number].
Fake or
unfair reviews.
Report reviews that break Google's content policy, such as ones from people who were never clients. For anything more serious, get advice: the QLS notes a South Australian case where a lawyer won a defamation claim over false Google reviews. A public argument in the reply box is never the fix.
Reviews on
your own site.
Quoting reviews on your website is advertising, so rule 36 and the ACCC's guidance apply. Use genuine reviews, don't edit their meaning, and don't present a hand-picked few as if they were all your reviews.
Leave out outcomes and amounts. A quote saying 'they got me $400,000' suggests the next client might get the same, which can mislead.
What I see most often
What I see
most often.
- 1
Replies that argue the case
A long reply setting out what really happened in the matter.
- 2
Reviews only asked of happy clients
Staff ask the clients who seemed pleased. Google says ask everyone.
- 3
No replies at all
Good reviews ignored, so the only replies a reader sees are to the bad ones.
- 4
Testimonials with results
Website quotes that mention the settlement amount or outcome.
The honest bit. Some law firm reviews will be unfair, and you can't argue the matter in public. One calm reply and a steady flow of new reviews from satisfied clients does more than any rebuttal.
Questions
people ask.
Can a lawyer respond to a bad Google review?
Yes, briefly and without discussing the matter. Confidentiality still applies, even if the client posted first.
Can lawyers ask clients for reviews?
Yes, if you ask every client the same way. Don't buy, write or selectively ask for reviews.
Can I remove a fake review of my law firm?
You can report reviews that break Google's content policy. Google decides whether to remove them.
Is replying to a review a breach of confidentiality?
It can be, if the reply confirms they were a client or discusses the matter. In 2026, a Queensland reply became part of a disciplinary case, with no finding published yet.
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