Google Reviews for Law Firms
Reviews shape which firm someone calls. Asking for them is allowed, but Google's policy, the Competition Bureau and law society marketing rules limit how you ask, who posts, how you reply and what you do with reviews, awards and rankings afterwards.
Can lawyers ask clients for Google reviews?
Yes. Asking clients to review the firm on Google is allowed. What is not allowed is rewarding them for it, asking only the clients you expect to be happy, or having staff post reviews of their own firm.
Law society rules add a separate layer. A review a client chooses to post on Google is the client's own statement. Copying it onto your website or into an ad makes it part of your marketing, where testimonials with emotional appeals are a known risk.
The clean approach: ask every client in the same neutral way when the matter closes, let reviews live on Google, and keep your own marketing to facts. Timing matters too. Do not ask someone in the middle of a separation or a criminal matter; ask when the file is closed. Marketing rules by province covers the wider rules.
How should a law firm ask for reviews without breaking Google's rules?
Ask every client at the same point, with the same neutral words and a direct link. Google's policy on prohibited and restricted content rules out incentives, selectively asking for positive reviews, discouraging negative ones and conflict-of-interest reviews, so the request must not depend on how the client felt about the result.
| Allowed | Not allowed |
|---|---|
| "If you have a moment, we would value a Google review. Here is the link." | "Leave a 5-star review and we will reduce your final invoice" |
| The same email to every client when a file closes | Sending the link only to clients who got the outcome they wanted |
| A line in the closing letter with the review link | A survey that sends happy clients to Google and unhappy ones to a private form |
| Replying politely to every review | Offering a refund in exchange for removing a critical review |
Keep the request short and leave the content to the client. Suggesting what to write, or drafting a review for them, turns it into the firm's message.
Can staff or family post reviews for the firm?
No. Google treats reviews from current or former employees as a conflict of interest, and the Competition Bureau warned in 2024 that businesses can be liable for reviews posted by their employees when the connection is not disclosed.
- Tell lawyers, clerks and assistants in writing not to review the firm or rate other firms.
- Include family members, articling students and contractors such as your marketing agency.
- Reply to reviews only from the firm's profile, never from personal accounts.
- If a staff review appears, ask the person to remove it.
A cluster of five-star reviews from people who share surnames with your lawyers is easy for clients, competitors and the law society to notice.
How should a law firm respond to reviews without breaching confidentiality?
Reply to every review briefly and in general terms. Do not confirm or deny that the reviewer was a client, and never mention their matter, the outcome or anything from the file. For critical reviews, acknowledge the concern, offer a private conversation and stop there.
Took forever to close my file and the bill was higher than I expected.
Took forever to close my file and the bill was higher than I expected.
| Situation | Reply in public | Then |
|---|---|---|
| Positive review | "Thank you for taking the time to share this." | Nothing more |
| Complaint about fees | "We would like to understand your concern. Please call us." | Review the account privately |
| Review from the opposing party | One neutral line, or no reply | Do not discuss the matter |
| False or abusive review | No argument in public | Report it under Google's policy |
Ask everyone, reward no one, confirm nothing.
A steady flow of honest reviews on Google is the goal. Replies that reveal a client relationship, and paid rankings on your website, are where firms get into trouble.
Can a law firm use testimonials, awards and rankings?
Carefully. Chapter 4 of the Law Society of Ontario's Rules of Professional Conduct requires marketing to be demonstrably true, accurate and verifiable. Its commentary flags testimonials or endorsements containing emotional appeals, and says awards, rankings and third-party endorsements that are not bona fide or are likely to mislead breach the rule.
| Item | Treatment under Chapter 4 | ShoutEx view |
|---|---|---|
| Superlative titles such as "best", "super", "#1" | Count as awards and rankings | Leave them off your site and ads |
| Rankings bought for a fee | Contravene the rule | Do not buy or display them |
| Rankings without a reasonable evaluative process | Contravene the rule | Ask how the list was made before using it |
| Genuine honours for professional or civic service | Allowed, for example from government or the Law Society | State the honour and the year factually |
| Client quotes with emotional appeals | Flagged as possible breach | Link to Google reviews instead |
| Amounts recovered or past wins | Need a past-results statement | Add it every time, or leave results out |
A plain link, "Read our reviews on Google", points people to independent reviews without you selecting or quoting them. Paid "best lawyer" lists and directories are covered in legal directories and referral services.
What review routine works for a busy law firm?
Make the request part of closing a file, not a campaign. A routine that runs on every closed matter produces a steadier flow of recent reviews and treats every client the same way, which is what Google's policy expects.
| When | Who | Task |
|---|---|---|
| File closed | Assistant or clerk | Same neutral request with the review link |
| Daily | Office manager | Read new reviews; reply with approved wording |
| Weekly | Responsible lawyer | Review any reply that touches a matter before posting |
| Monthly | Managing lawyer | Look for patterns: response times, billing, communication |
| Quarterly | Managing lawyer | Fix the most common complaint and tell the team |
Reviews also feed the map pack; see Google Business Profile for law firms. Most reputations are built in the first phone call, which is why intake matters as much as the request.
Frequently asked questions
Can lawyers ask for Google reviews?
Yes. Ask every client the same neutral way, ideally when the file closes. Do not reward reviews, filter who you ask or have staff review the firm.
Can we reduce a bill in exchange for a review?
No. Google's policy bans incentives for reviews, including discounts and refunds.
What is review gating?
Sending only satisfied clients to Google, or steering unhappy ones elsewhere. Google's policy prohibits it.
Can a lawyer reply to a negative review with the facts?
Not with facts from the file. Confirming the person was a client or discussing the matter can breach confidentiality. Reply generally and offer a private call.
Can we put Google reviews on our website?
Be careful. Law societies flag testimonials with emotional appeals. A plain link to your Google profile is the safer option.
Can we display a best lawyers ranking?
Only if it is genuine and not misleading. Ontario treats rankings bought for a fee or not based on a reasonable evaluation as a breach, and superlative titles count as rankings.
Can our staff leave reviews for the firm?
No. Google treats employee reviews as a conflict of interest, and undisclosed employee reviews can make the business liable under competition law.
Can we ask Google to remove a review?
You can report reviews that break Google's policy, such as spam or conflicts of interest. A negative opinion alone is not grounds for removal.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 6, 2026.