Law firm marketing
Reputation management for lawyers
PSM Marketing provides reputation management for lawyers and law firms as part of an outsourced marketing program. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that builds a steady flow of Google reviews, responds to every review ethically and shapes what clients find when they search your name or ask an AI tool about your firm.
Reviewed by Terrie S. Wheeler, MBC.
Updated November, 2026
How clients judge a lawyer's reputation
Your reputation is what others think when they hear your name. Today most people check it online before they call, even when a friend or another attorney referred them.
They read your reviews
Clients look at your star rating, how many reviews you have, how recent they are and how you respond, especially to the negative ones.
They search your name
Your website, attorney bio, LinkedIn profile, directory listings and news mentions all show up when someone searches for you.
They ask AI tools
More people ask ChatGPT, Google AI Overviews or Gemini about a firm. These tools summarize your reviews and what others say about you.
Referral sources talk
Other attorneys, CPAs and past clients recommend lawyers they trust. Every matter, presentation and article adds to that word of mouth.
How to respond to a negative online review
Lawyers have to follow the ethics rules when they respond, so a quick, defensive reply can make things worse. Minnesota lawyers can learn more in our guide to Minnesota lawyer advertising rules. PSM Marketing helps attorneys respond calmly and within the rules.
STEP 01
Pause before you reply
Don't answer the same day you're upset. Read the review twice and decide whether it's from a client, an opposing party or someone you can't identify.
STEP 02
Protect client confidences
The duty of confidentiality applies online. Never confirm someone was a client or discuss their matter, even to correct the record.
STEP 03
Keep it short and professional
A brief reply that thanks the reviewer and says you take feedback seriously shows future clients how you handle conflict.
STEP 04
Take it offline
Invite the person to call your office so you can talk directly. Many concerns can be resolved privately.
STEP 05
Report reviews that break the rules
Google removes reviews that are spam, off-topic or written by people with a conflict of interest. Flag them through your Business Profile.
STEP 06
Bury it with good reviews
The best answer to one bad review is a steady flow of honest good ones from satisfied clients.
What not to do
Don't argue, reveal details of a matter, offer anything in exchange for removing a review or post fake reviews of your own. Each can create a bigger problem than the review itself.
Guided by the ethics rules
Terrie Wheeler was Vice Chair of the Minnesota Lawyers Professional Responsibility Board, so PSM Marketing builds the ethics rules into every review response. This isn't legal advice; check the rules where you practice.
Your outsourced marketing department
Reputation management works best as steady monthly work, not a one-time cleanup. PSM Marketing gives your firm a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
Learn more →
Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
Learn more →
Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
Learn more →
Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
Learn more →
What reputation management includes
Google review generation
A simple, consistent process to ask satisfied clients for reviews at the right moment, so your rating and review count keep growing.
Review responses
Professional, ethical replies to positive and negative reviews, written to protect client confidences.
Monitoring
Regular checks of Google, legal directories, social media and news mentions, so you hear about problems early.
Attorney bios and profiles
Strong website bios, LinkedIn profiles and accurate directory listings that make a good first impression.
Thought leadership
Articles, presentations, awards and media opportunities that build your name with clients and referral sources.
AI search reputation
Clear, consistent information across the web, so ChatGPT, Google AI Overviews and AI Mode, Gemini, Perplexity, Copilot and Claude describe your firm accurately.
Also for law firms: Law firm marketing strategy · Marketing coaching · All law firm marketing
What lawyers say
“Terrie Wheeler (principal at PSM) is a keen intellect and a superb resource for all things related to legal marketing.”
— Brad L., Google review
“I have worked with Terrie and her PSM team for many many years, and I can't say enough good things about them. They are the BEST for legal marketing and networking and business development.”
— Toni H., Google review
“Worked with PSM Marketing for many years and have been impressed with the knowledge and professionalism of Terrie Wheeler and her team.”
— Troy A., Google review
Reputation management for lawyers: questions
What is reputation management for lawyers?
It's the ongoing work of building and protecting how clients, referral sources and search tools see an attorney or firm: reviews, review responses, profiles, content and visibility.
Can a lawyer respond to a negative review?
Yes, but carefully. Lawyers can't reveal confidential client information in a response, so the reply should be short, professional and free of any details about the matter.
Can you remove negative reviews?
No one can promise removal. Google will take down reviews that violate its policies, such as spam or conflicts of interest, and PSM Marketing helps you report them. For the rest, the best answer is more honest good reviews.
Can law firms ask clients for reviews?
Generally yes. Ask satisfied clients at the end of a matter, make it easy and never offer anything in exchange. Check your state's rules on testimonials.
How long does it take to improve a firm's reputation online?
Most firms see a difference within a few months of asking for reviews consistently and responding to every one. Building a strong reputation is ongoing work.
Do you work with law firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.