As a lawyer, firm partner, legal administrator, or legal marketer – you already know that your firm’s reputation is an integral component of your business strategy. But, what you might not realize is just how much your buyers want to hear from your clients during their vetting process.

Inavero’s 2018 Legal Industry Benchmark finds that today’s legal buyers rank firm reputation as the #1 influence in their decision to work with a law firm.

Put differently, the average legal purchaser cares more about the experience that your clients have working with your firm than the cost, range of service offering, or even industry expertise that you may provide.

Buyers want to hear from your clients

Your team works hard to deliver an exceptional client experience, but no matter how often (or how well) you articulate this in your marketing deliverables – your most credible opportunity doesn’t involve your own website or even your background credentials. Instead, it involves your existing and former clients, and what they have to say about working with you.

Your most credible marketing opportunity involves what your clients have to say about working with you.

In 2017, Demand Gen report found that 97% of B2B buyers consider user-generated content (such as ratings, reviews, and testimonials) to be more credible than content produced by the service provider they were researching.

The same holds true for buyers of legal services. Our 2018 Legal Industry Benchmark Study shows that legal buyers rate online reviews or testimonials as the top resources in helping judge a potential vendor fit (even while 2 out of 3 buyers visit your firm’s website during their purchasing journey).

Modern day reputation = client ratings & reviews

What does this behavior mean for your firm? The concept of “reputation” can no longer be limited to Chambers rankings and peer endorsements – law firms today face a new dynamic where the voice of the client (or lack thereof) influences your firm’s reputation online. 

This is where strategy becomes complicated for law firms and other professional service providers. Where can your prospective clients go to get an accurate depiction (from validated clients) about what it’s like to work with you? Think of today’s most popular online ratings-based directories (Yelp, TripAdvisor, Google+ to name a few). While these have understandably gained traction over the years, they weren’t designed to support experience-sharing between clients and buyers of legal services.

This problem extends beyond the plethora of ratings and ranking websites available in the legal space – most of which eliminate direct client experience-sharing by layering in peer reviews and independent research. Those that do provide client feedback often do not take steps to validate the client’s relationship to your firm. But demand for reliable, transparent client feedback continues to grow – which means law firms are in need of an avenue for cultivating credible client reviews to continue to win new accounts in a flat market.

ClearlyRated for Law firms

We developed – an online business directory – to help law firms translate client feedback into quantifiable, searchable information available to prospective buyers in the form of validated client ratings and testimonials.

Your firm’s profile page on is fueled by star ratings from Inavero’s Net Promoter Score survey program – an industry-specific client experience survey optimized for the law firm model and your client audience. Client feedback is aggregated real-time in the MyInavero survey dashboard, where you can monitor star ratings, select the best testimonials to feature on, and help identify your best referral opportunities. 

Click here to see how it works>>

At Inavero, we believe that it’s good business to place the client experience at the heart of your growth strategy – is just one more way we’re helping to bridge the online reputation gap for law firms.

Interested in getting your company listed on

Contact us to learn more about how we harness client satisfaction surveys to help you build your online reputation.

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