One of my past clients said that she read something negative about my firm online. I checked my website’s comments and my social networks, but I couldn’t find anything. What can I do?

You’ve got ads online, in the phone book, and in a local circular—and of course, you’ve got an involved social media campaign to interact with past customers and anyone in their circles. But what about other places people are talking about you—places where you cannot control the content, or even be aware what is being said about you?

Here are a few places you may not have considered people sharing information about you.

  • Forums. A forum “thread” may be started on any website, and allows users to exchange information. Although it is meant to be helpful, much of the information in forums is opinion rather than fact.
  • Business review sites. You have probably heard of the Better Business Bureau, but there are many other online business rating sites that are not as well-moderated.

You should regularly do a web search of your own name and your firm’s name to make sure there is no outstanding “bad press.” If someone does leave a less-than-satisfied review, always contact him quickly to address the problem. If the conversation takes place on your website, leave the comments up once it is resolved; responding well to opposition shows your customers the strength of your character.

Remember: the best marketing for lawyers is essentially a series of signs pointing people to your front door. What you write on those signs is important, but it’s equally important to know where to place them.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.