The short answer
Ask every client the same way, not only the ones you think are happy, offer nothing in return, and never write or edit a review yourself. When you reply, don't confirm the person was a client or mention their case. Four sets of rules sit behind this: Google's review policy, the FTC's reviews rule, California's Rule 7.1 and a lawyer's duty to keep client secrets.
This guide comes from a vendor: Naelar sells local SEO to law firms. Each rule below is quoted from its own source, which we opened on October 20, 2026. It is not legal advice.
We opened four pages that rank for this search. The advice that repeats is to ask politely, make it easy and reply to everyone. None of them names the FTC rule, California Rule 7.1 or Google's review policy. This guide does.
Why do lawyers bother with Google reviews?
Because Google counts them. Its help page says "More reviews and positive ratings can help your business's local ranking".[1] They also give a nervous client a reason to call you first.
On October 20, 2026, the firms in the Los Angeles map results for "personal injury lawyer" and "immigration lawyer" had between 204 and about 2,500 Google reviews each. That is our own check on one day, and the numbers are in our local SEO guide. Nobody catches up in a quarter, so build the habit now and expect it to pay off slowly.
What can a law firm not do with reviews?
Five things. Each has a rule behind it, and most break more than one rule at once. Each section below is a plain reading of the quoted source. Naelar isn't a law firm and doesn't give legal advice.
| Don't | Rule behind it |
|---|---|
| Pay or reward a client for a review | Google policy, FTC rule, California Rule 7.2(b) |
| Ask only the clients you expect to be happy | Google policy, FTC Act |
| Have staff or relatives post reviews | Google policy, FTC rule |
| Write reviews yourself, or have an AI write them | FTC rule |
| Threaten a reviewer | FTC rule |
Paying or rewarding a review
Google lists "Reviews or ratings that have been paid for, directly or in kind" as fake engagement.[2] Its help page says offering free or discounted services for reviews "is considered fake & misleading content and is strictly prohibited".[8] The FTC's rule bars compensation tied to "consumer reviews expressing a particular sentiment, whether positive or negative".[9]
California's Rule 7.2(b) says "A lawyer shall not compensate, promise or give anything of value to a person" for recommending the lawyer. A gift for a review could fall under that.[19]
Asking only happy clients
Google's policy prohibits behavior that will "Discourage or prohibit negative reviews, or selectively solicit positive reviews from customers".[3] On this the FTC says "The rule does not contain a specific prohibition against such conduct", then adds that the practice could violate the FTC Act.[14]
Reviews from staff or relatives
Google bars content "based on a conflict of interest".[4] The FTC rule also covers insiders. A business may not "procure a consumer review from its officers, managers, employees, or agents, or any of their immediate relatives" if it knows the review misrepresents the reviewer's experience.[11]
The FTC does say relatives may post if they "clearly and conspicuously disclose their relationship to your business", but Google's rule is stricter, so the safe course is none.[15]
Reviews you or an AI wrote
The FTC rule bars a business from being the one to "write, create, or sell a consumer review" that misrepresents who wrote it or what they went through.[10] The FTC's announcement names "AI-generated fake reviews" as a target.[13]
Threatening a reviewer
The FTC rule bars "an unfounded or groundless legal threat, a physical threat, intimidation, or a public false accusation" in response to a review.[12] To remove a review that breaks Google's policy, flag it to Google instead.
Check your request wording and your review replies with your ethics counsel before you use them.
How do you ask for a review the right way?
Use one message, sent the same way to every client whose matter has ended. Send it by the contact route the client chose, and accept a no without a follow-up.
- Get your firm's review link from your Google Business Profile. Google says "To leave reviews, you can ask customers to visit a Google link or scan a QR code."[6]
- Ask after the matter ends, by message rather than face to face. Google's policy says merchants should not "pressure users to leave ratings or write reviews while on the premises".[5] The timing is our suggestion; the no-pressure part is Google's rule.
- Say you ask everyone and can't offer anything in return.
- Leave the wording of the review to the client. Don't give examples of what to say.
Here is wording you can adapt:
Thank you for trusting us with your matter. If you are willing to share how it went, you can leave a Google review at [link].
We ask every client, and we can't offer anything in return. Whatever you write, and whether or not you write anything, is entirely up to you.
If you want a model for tracking who has been asked, a column in your CRM is enough. See legal intake software for what to look for.
How should a lawyer reply to a review?
Briefly, and without confirming the person was a client. Google says "Your replies are public and help you build good relationships with customers."[7] The public part is the risk.
California makes it a lawyer's duty "To maintain inviolate the confidence, and at every peril to himself or herself to preserve the secrets, of his or her client."[18] So a reply to a review that describes a case shouldn't repeat or correct any detail of it. Here are two safe replies:
To a positive review: Thank you for the kind words. We're glad to hear it.
To a negative review: We take feedback seriously. We can't discuss any matter in public, but you are welcome to call the office so we can listen.
Two other cases need different handling:
- The review breaks Google's policy, such as a fake one or one from a competitor: flag it. Don't argue with it in public.
- The review feels unfair but you can't point to a policy it breaks: reply with a short note like the one above. People reading it will judge the firm by the tone.
Can you quote reviews on your own website?
Yes, with care. California's Rule 7.1, comment [4], covers a client's endorsement of a lawyer. It "may be misleading if presented so as to lead a reasonable person" to expect the same result in a similar matter.[16] It adds that "An appropriate disclaimer or qualifying language often avoids creating unjustified expectations."[17]
So quote the whole review, not only the strongest line, and put a short line beside it saying each case is different.
If the review mentions a result, section 6158.3 applies. It asks for one of two things. Either give the facts and law behind the result. Or say the result "was dependent on the facts of that case, and that the results will differ if based on different facts".[20]
What reviews can't do
They can't be bought, and a handful of reviews won't move a firm up the map results by themselves. In practice that means a firm in family or immigration law may see a slow trickle, because many clients prefer not to put their name on it. Our family law SEO guide covers that case.
Naelar isn't right for you if you want a set number of reviews by a set date; nobody can honestly promise that.
Review requests and replies are one part of our local SEO and AI search service.
Frequently asked questions
Can a law firm ask clients for Google reviews?
Yes. Google's help pages say you can ask customers to visit a Google link or scan a QR code.[6] The limits are on what you offer in return and whom you ask.
Can we give a discount or gift card for a review?
No. Google counts reviews paid for, directly or in kind, as fake engagement.[2] The FTC rule also bans compensation tied to a review's sentiment.[9]
Can we reply to a review that mentions the client's case?
Reply without confirming the person was a client or mentioning the matter. A short thank-you or an offer to talk by phone is enough.[18]
Try this today
- Write your one review request message using the wording above, and save it where your team can find it.
- Check that nobody at the firm has offered a gift, a discount or a favor for a review.
- Read your last five public replies and take out any detail about a case.
Sources
- Google Business Profile Help, "Tips to improve your local ranking on Google", on reviews and ratings. No date shown. support.google.com/business/answer/7091. Checked October 20, 2026.
- Google, "Prohibited and restricted content", Maps user-generated content policy, on paid reviews. No date shown. support.google.com/contributionpolicy/answer/7400114. Checked October 20, 2026.
- Google, same policy, on selectively soliciting positive reviews. support.google.com/contributionpolicy/answer/7400114. Checked October 20, 2026.
- Google, same policy, on conflicts of interest. support.google.com/contributionpolicy/answer/7400114. Checked October 20, 2026.
- Google, same policy, on pressure to review on the premises. support.google.com/contributionpolicy/answer/7400114. Checked October 20, 2026.
- Google Business Profile Help, "Read and reply to Google reviews", on asking customers for reviews. No date shown. support.google.com/business/answer/3474122. Checked October 20, 2026.
- Google Business Profile Help, same page, on public replies. support.google.com/business/answer/3474122. Checked October 20, 2026.
- Google Business Profile Help, same page, on incentives. support.google.com/business/answer/3474122. Checked October 20, 2026.
- Electronic Code of Federal Regulations, 16 CFR 465.4, buying positive or negative reviews. The rule has been in effect since October 21, 2024. ecfr.gov/current/title-16/part-465. Checked October 20, 2026.
- Electronic Code of Federal Regulations, 16 CFR 465.2(a), fake or false reviews. ecfr.gov/current/title-16/part-465. Checked October 20, 2026.
- Electronic Code of Federal Regulations, 16 CFR 465.2(c), reviews procured from officers, employees and relatives. ecfr.gov/current/title-16/part-465. Checked October 20, 2026.
- Electronic Code of Federal Regulations, 16 CFR 465.7(a), review suppression. ecfr.gov/current/title-16/part-465. Checked October 20, 2026.
- Federal Trade Commission, press release announcing the final rule on fake reviews, August 2024. search.ftc.gov, August 2024 press release. Checked October 20, 2026.
- Federal Trade Commission, questions and answers page on the consumer reviews rule, on asking only happy customers. Page dated November 2024. search.ftc.gov, questions and answers page. Checked October 20, 2026.
- Federal Trade Commission, same questions and answers page, on family members writing reviews. search.ftc.gov, questions and answers page. Checked October 20, 2026.
- The State Bar of California, Rules of Professional Conduct, Chapter 7, Rule 7.1 comment [4], on client endorsements. No date shown. calbar.ca.gov/legal-professionals/rules/rules-professional-conduct/current-rules-professional-conduct/chapter-7-information-about-legal-services. Checked October 20, 2026.
- The State Bar of California, Rule 7.1 comment [4], on disclaimers. calbar.ca.gov/legal-professionals/rules/rules-professional-conduct/current-rules-professional-conduct/chapter-7-information-about-legal-services. Checked October 20, 2026.
- California Business and Professions Code section 6068(e)(1), duties of an attorney, as published by Public.Law. california.public.law/codes/business_and_professions_code_section_6068. Official text: leginfo.legislature.ca.gov (not fetched: it blocks scripted requests). Checked October 20, 2026.
- The State Bar of California, Rules of Professional Conduct, Chapter 7, Rule 7.2(b), on giving anything of value for a recommendation. No date shown. calbar.ca.gov/legal-professionals/rules/rules-professional-conduct/current-rules-professional-conduct/chapter-7-information-about-legal-services. Checked October 20, 2026.
- California Business and Professions Code section 6158.3, disclosure in electronic media advertising, as published by Public.Law. california.public.law/codes/business_and_professions_code_section_6158.3. Official text: leginfo.legislature.ca.gov (not fetched: it blocks scripted requests). Checked October 20, 2026.