Nobody asks, because nobody is sure what is allowed
Attorneys worry about the state bar’s advertising rules and paralegals do not want to get it wrong. So a firm that closes many matters a year has a handful of reviews.
Law firmsReviews
Review requests that go out when the matter closes and stay inside the advertising rules.
A plain text or email to the client after the case resolves, with no incentive and no suggested wording, and replies that never confirm representation.
Where it goes wrong today.
Asking mid-matter is the wrong moment
A client in the middle of a custody dispute or a personal injury claim is not thinking about Google. A request sent then feels tone deaf and gets ignored.
A reply that says too much is a confidentiality problem
A partner who answers a negative review by explaining the case has disclosed client information in public. Many firms leave reviews unanswered for that reason.
How it works for law firms.
The request is tied to the matter closing
When the matter is marked closed in the CRM, whether that is funds disbursed, the estate plan signed or the closing recorded, a request is scheduled for the client. You choose the delay. Nothing goes out while the matter is open.
No incentive, no script
The message thanks the client for choosing your firm and links to your Google Business Profile. It offers nothing in return, suggests no wording and does not mention the practice area or the outcome. Every client whose matter closes receives the same request; Ottimo does not ask only the clients who won.
Replies the attorney approves
Reviews arrive in one inbox with your texts and intake forms. Templates thank the writer without confirming they were a client or discussing any matter. A negative review gets an invitation to call the managing attorney. An attorney approves each reply before it posts. See how to ask for Google reviews.
Illustrative example
What a day looks like.
- MondayAn estate plan is signed and the matter is marked closed. The client gets a short thank-you text that evening with a link to review the firm.
- WednesdayA personal injury matter settles, but disbursement is pending. No request goes out until the file closes.
- Thursday morningA review thanks a paralegal by name. The office manager replies with thanks and nothing about the matter.
- FridayA review complains about how long the case took. The managing attorney approves a reply that offers a call and says nothing about the representation.
- Following MondayThe injury file closes after disbursement. The client receives the request now.
An illustrative example of how the system runs, not a measured result.
More for law firms.
Law firmsThe whole system for this work: pages, phones, follow-up and reviews.AI phone agentIntake calls answered while the attorney is in court.WebsitesA page for every practice area, every situation, and the consultation that follows.CRM and follow-upEvery potential client, from the first call to the signed engagement letter.
Questions law firms ask
Does this comply with our state bar’s advertising rules?
The request offers no incentive, suggests no wording and asks for an honest review. Rules differ by state, so have your ethics counsel read the message before you go live. We will send you the exact text.
Can we skip clients who lost?
No. Ottimo sends the same request after every closed matter. Choosing who gets asked is review gating, which Google’s review policies do not allow, and it makes the profile a misleading picture of the firm. You can pause one request if a conversation is needed first.
Who sees the reviews and replies?
Reviews land in the firm’s inbox, and replies wait for an attorney’s approval. Templates never confirm representation or mention a matter type.
Does Ottimo write reviews?
Never. Clients write their own reviews on Google. Ottimo sends the request, to clients who gave SMS consent or an email address, and helps you respond.