Search and AI audit
What Google, review sites, legal directories and AI assistants show for the firm and each named partner, and which sources drive it.
Online Reputation Management for LawyersOnline reputation managementfor lawyers clients can trust.
Online reputation management for lawyers shapes what a prospective client finds when they search your firm or a partner’s name, within the rules your state bar sets. We build credible coverage, accurate profiles and a review routine that holds up to scrutiny.
WHAT YOU GET
A search and AI answer audit, a written plan and a monthly review.
HOW IT'S PRICED
Reputation Management from $3,500 a month.
WE DON'T PROMISE
Removed articles, rankings or a set number of reviews.
The idea
A prospective client checks your name before they ever check your fees.
Most people choose a lawyer during a stressful week. They ask a friend or another attorney for a name, then they search it. What they find on the first page of Google, on review sites and now in ChatGPT’s answer decides whether they call you or the next firm on the list. Referral partners often run the same search before they pass a client on.
Reputation work for a law firm has to follow the same rules as its advertising. State bars regulate what lawyers say about their services, how they use client testimonials and what they can reveal when they answer criticism. We plan every step with those rules in view and ask your ethics counsel to approve anything that touches them. We don’t give legal or ethics advice ourselves.
What we do
Reputation management services for law firms and partners
Review response routine
Short, careful replies that acknowledge feedback without revealing anything a client shared with you, drafted for your approval.
Partner profiles
Accurate bios, directory listings and professional profiles that deserve a place on page one when someone searches a partner’s name.
Earned legal coverage
Expert commentary in legal trade titles, business press and local news when your practice area is in the headlines.
Outdated results
A plan for old articles and stale listings: correct the facts, add current context, or give searchers newer and better sources to read.
Crisis readiness
A statement process for verdicts, disputes and press enquiries, agreed with the managing partner before anyone needs it.
How it runs
How a reputation programme for a law firm runs
- AuditWe search the firm and every named partner on Google, Bing, the main review sites, legal directories and four AI assistants, and record what a prospective client would see.
- Rules checkWe list the advertising, testimonial and confidentiality rules in your state that affect the plan, and review them with your ethics counsel before any work starts.
- Profiles and factsWe correct listings, bios and directory entries so every source states the same practice areas, bar admissions, office locations and contact details.
- Coverage and reviewsWe pitch partner commentary to legal and business press, and set up a routine for asking satisfied clients for honest reviews where your rules allow it. Partners only comment on topics where they have real expertise, and never on live client matters.
- Monthly reviewOne live log of every result, mention and review, with each coverage item labelled earned, placed or paid, and a monthly call on what moved and why.
FAQ
Online Reputation Management for Lawyers: common questions
What is online reputation management for lawyers?
Online reputation management for lawyers is the work of improving what clients and referring attorneys find when they search a firm or a lawyer’s name. It covers search results, review sites, legal directories, press coverage and the answers AI assistants give about you. For a firm it also covers each partner’s name, since clients often hire a person before they hire a practice.
Can you remove a negative review or article about my firm?
We can’t remove lawful reviews or journalism, and we won’t use tricks to hide them. We can correct inaccurate listings, publish current coverage that gives a fuller picture, and point you to platform reporting or legal routes when content is false or breaks a site’s policy. Search results change slowly, so we set expectations in months.
How should a lawyer respond to a bad online review?
Carefully. The ABA’s Formal Opinion 496, issued in January 2021, says lawyers generally can’t reveal client information when they answer online criticism, so a short, neutral reply or no reply is often the safer choice. State rules differ and your ethics counsel has the final word. We draft replies for their review.
Will you ask our clients for reviews?
Where your state’s rules allow it, we set up a simple routine for asking satisfied clients for honest reviews at the right moment. We never write reviews, pay for them or offer anything in return for a positive one. Requests usually work best soon after a matter closes, sent by email with a direct link.
How much does reputation management for a law firm cost?
Sentinel’s Reputation Management starts from $3,500 a month after an initial audit, and the audit tells you what the work will involve before you commit. Details are on our pricing page.
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