For estate planning attorneys, Google reviews serve as the most critical trust signal for prospective clients navigating one of life’s most sensitive legal matters. When someone searches “estate planning attorney near me” or researches your firm by name, your Google reviews appear prominently, often influencing whether they contact you or move on to a competitor.
Yet many attorneys hesitate to request reviews, unsure of the right timing or approach for such a personal practice area. The reality is straightforward: satisfied clients want to help you grow your practice. They simply need a clear path to do so.
This guide provides estate planning attorneys with practical strategies, timing recommendations, and ready-to-use templates for building a steady stream of authentic Google reviews.
Why Google Reviews Matter Most
Estate planning clients face a unique decision-making process. Unlike personal injury cases where urgency drives action, or family law matters where emotion runs high, estate planning prospects typically research thoroughly before committing. They’re choosing an attorney to handle their legacy, protect their family’s future, and navigate deeply personal wishes.
Google dominates this research process. According to BrightLocal’s 2024 research, 98% of consumers read online reviews for local businesses, and the vast majority encounter those reviews through Google Search and Google Maps. When prospects search for estate planning attorneys, your Google Business Profile, complete with star rating and review count, appears in the local map pack and knowledge panel, and more recently in AI Overviews and AI Mode on Google.
This visibility makes Google reviews particularly influential for estate planning practices. Reviews often address the exact concerns prospects have: Is this attorney patient with complex family situations? Do they explain things clearly? Can they handle sensitive conversations about mortality and wealth?
Beyond attracting new clients, strong Google reviews improve your local search rankings. Google’s algorithm favors businesses with consistent, recent, positive reviews, making it easier for prospects to discover your practice organically.
The Ethics of Requesting Google Reviews
Before implementing any review strategy, estate planning attorneys must understand their ethical obligations. While bar association rules vary by state, several principles apply broadly:
- Solicitation rules: Most jurisdictions allow attorneys to request reviews from current or former clients. The key is avoiding coercion, incentivization, or deception.
- Truthfulness requirements: Reviews must be genuine. Never offer compensation for reviews, ask clients to exaggerate satisfaction, or post fake reviews.
- Confidentiality concerns: Clients may inadvertently reveal confidential information in Google reviews. Your request should remind clients to avoid specifics about their estate plans, family situations, or sensitive details.
- Response obligations: If you respond to reviews (positive or negative), maintain client confidentiality. Never confirm an attorney-client relationship in a public response without explicit permission.
Check your state bar’s specific guidelines on client testimonials and reviews. When in doubt, err on the side of caution and consult with your bar association or a legal ethics advisor.
Timing Your Review Requests
Unlike transactional legal matters with clear endpoints, estate planning involves ongoing relationships. Most clients return for updates, amendments, and periodic reviews. This continuity requires thoughtful timing for review requests.
Ideal Moments to Request Google Reviews
- After initial plan completion: When clients receive their completed estate planning documents, they typically feel relief and satisfaction. This emotional peak makes it an excellent time to request a review. Wait 1-2 weeks after document delivery to allow clients time to review everything and let the positive experience settle.
- Following plan updates or amendments: Clients who return for trust amendments, beneficiary updates, or plan revisions demonstrate satisfaction with your services. After completing these updates, request a review highlighting your ongoing support.
- After educational client events: If you host estate planning seminars or client appreciation events, attendees often feel increased connection to your practice. Follow up within a week with a review request.
- During annual review meetings: For clients with ongoing relationships, annual check-ins provide natural opportunities. After confirming their plan remains current, mention that Google reviews help other families find the guidance they need.
Timing to Avoid
- During emotional family situations: If a client contacts you due to a death in the family, serious illness, or family conflict, postpone review requests regardless of your service quality.
- Immediately after signing: Don’t request reviews during the document signing appointment. Clients need time to absorb the significance of their decisions.
- When issues remain unresolved: If a client has expressed concerns, raised questions, or seems uncertain about any aspect of their plan, address those matters before requesting a review.
Setting Up Your Google Business Profile Review Link
Google provides a direct link that takes clients straight to the review form. This link is essential for maximizing review completion rates.
To find your Google review link:
- Log into your Google Business Profile Manager
- Click on “Home” in the left sidebar
- Find “Get more reviews” card or click “Reviews” in the sidebar
- Click “Share review form”
- Copy the shortened URL provided
This link looks something like: g.page/YourFirmName/review
Save this link. You’ll use it in every review request you send.
Crafting Your Google Review Request
The way you request reviews significantly impacts response rates and review quality. Your request should feel personal, make the process easy, and remind clients why their feedback matters.
Key Elements of Effective Requests
- Personal touch: Reference something specific about the client’s situation or experience. Generic mass emails get ignored.
- Clear purpose: Explain briefly how Google reviews help other families find qualified estate planning guidance.
- Direct link: Provide your Google review link that takes clients exactly where they need to go. Every extra click reduces completion rates.
- Gentle reminder about confidentiality: Suggest clients focus on their experience with your firm rather than specific details of their estate plan.
- No pressure: Make it clear that reviews are appreciated but entirely optional. Clients who feel pressured leave grudging reviews or none at all.
Google Review Request Templates
Email Template: After Plan Completion
Subject: Thank you for trusting [Firm Name] with your estate plan
Dear [Client Name],
It was a pleasure working with you on your estate plan. Knowing that you and [spouse name, if applicable] now have peace of mind about your family’s future is exactly why I practice estate planning law.
If you felt your experience with our firm was valuable, I would greatly appreciate if you’d share your thoughts in a brief Google review. Your feedback helps other families in [city/region] find our firm when they’re searching for estate planning guidance.
You can leave a review here: [Your Google review link]
When writing your review, please focus on your overall experience rather than specific details of your estate plan to protect your privacy.
Thank you again for allowing me to serve your family.
Best regards, [Your name]
Email Template: Follow-up (If No Response After 10-14 Days)
Subject: Quick favor?
Hi [Client Name],
I hope your estate planning documents are safely stored and you’re enjoying the peace of mind that comes with having everything in order.
I wanted to follow up on my previous email about leaving a Google review. I know life gets busy, so I’m including the review link again here: [Your Google review link]
Even a few sentences about your experience makes a real difference for families researching estate planning attorneys online. There’s no pressure, but if you have two minutes, I’d be grateful.
Thank you, [Your name]
Text Message Template: After Plan Completion
Hi [First Name], this is [Your Name] from [Firm Name]. Thank you again for trusting us with your estate plan. If you have a moment, a quick Google review would help other families find quality estate planning guidance: [Your Google review link]. No pressure at all! Thanks for being a great client.
In-Person Script: During Document Delivery
“I’m so glad we could complete your estate plan and give you this peace of mind. Before you leave, I want to mention that if you’ve had a positive experience working with our firm, we’d really appreciate a Google review. It helps other families who are searching online for estate planning attorneys understand what to expect. I’ll send you an email with a direct link that makes it easy. Of course, there’s no pressure, and please keep specific details about your estate plan private in any review.”
Letter Template: Mailed with Completed Documents
Dear [Client Name],
Thank you for choosing [Firm Name] to handle your estate planning needs. Enclosed you’ll find your completed estate planning documents. Please store them in a safe, accessible location and inform your designated representatives where to find them.
If you found value in our services, we would appreciate your feedback in the form of a Google review. Reviews help other families in our community find qualified guidance when searching for estate planning attorneys online.
You can leave a review by visiting: [Your Google review link]
When writing your review, please focus on your overall experience and avoid including specific details about your estate plan or personal situation.
We’re honored to have served your family and look forward to helping you keep your plan current in the years ahead.
Sincerely, [Your name]
Email Template: After Annual Review/Plan Update
Subject: Thank you for your continued trust
Dear [Client Name],
It was great seeing you for your estate plan review. I’m glad we could [specific action taken: update your beneficiaries/add provisions for your new grandchild/confirm everything remains current].
Our ongoing relationship with clients like you is one of the most rewarding aspects of estate planning practice. If you’d be willing to share your experience in a brief Google review, it would help other families discover our firm when they’re searching for an attorney who’ll be there for the long term.
You can leave a review here: [Your Google review link]
As always, please avoid specific details about your estate plan in your review.
Thank you for your continued trust in [Firm Name].
Best regards, [Your name]
Making the Process Easy
The single biggest factor affecting review completion rates is friction. Clients with genuine intent to help will abandon the process if it’s complicated.
Use Your Direct Google Review Link
Always use the direct review link from your Google Business Profile. Never send clients to:
- Your Google Business Profile homepage expecting them to find the review button
- A general Google search expecting them to navigate to your listing
- Instructions requiring multiple steps
Your direct review link opens the review form immediately. This simplicity dramatically increases completion rates.
Create Multiple Access Points
Email signature: Add a subtle line to your email signature during the 90 days after plan completion: “Enjoyed working with us? Leave us a Google review” with your link.
Business cards: Create special business card-sized reminder cards with your Google review link to include with completed document folders.
QR codes: Generate a QR code for your Google review link to include on printed materials, thank you cards, or office signage. Clients can scan with their phone cameras and access the review form instantly.
Office signage: Tasteful signage in your reception area or conference rooms can prompt satisfied clients to leave reviews. Example: “Satisfied with your experience? We’d appreciate your Google review” with a QR code.
Responding to Google Reviews
Every Google review deserves a response, positive or negative. Thoughtful responses demonstrate that you value client feedback and take your practice seriously. Your responses also appear publicly, influencing prospective clients reading your reviews.
Responding to Positive Reviews
- Be specific: Reference something unique from the review rather than using a generic template.
- Express gratitude: Thank the client genuinely for taking time to share their experience.
- Reinforce your value: Briefly restate your commitment to the type of service they appreciated.
- Avoid attorney-client privilege issues: Don’t confirm specific details about their case or relationship with your firm that weren’t in their review.
- Keep it professional: This isn’t the place for jokes, overly casual language, or personal details.
- Keep it concise: Aim for 2-4 sentences. Long responses to positive reviews feel excessive.
Example Response:
“Thank you so much for your kind words, [Client Name]. I’m glad we could create an estate plan that gives you peace of mind about your family’s future. Helping clients navigate these important decisions is exactly why I practice estate planning law. I appreciate you taking the time to share your experience.”
Responding to Negative Reviews
Negative reviews happen, even to excellent attorneys. Your response should prioritize professionalism and demonstrate your commitment to client satisfaction.
- Respond promptly: Address negative reviews within 24-48 hours when possible.
- Stay calm and professional: Never argue, make excuses, or become defensive.
- Acknowledge their concern: Validate their feelings even if you disagree with their characterization.
- Protect confidentiality: Don’t confirm an attorney-client relationship or discuss any case details publicly.
- Take it offline: Provide contact information and invite them to discuss concerns privately.
- Show prospective clients you care: Remember that prospects reading the review see how you handle problems.
Example Response:
“I appreciate you taking the time to share your feedback. I’m disappointed to hear that your experience didn’t meet your expectations. Client satisfaction is extremely important to our firm. I’d welcome the opportunity to discuss your concerns directly. Please contact me at [phone] or [email] at your convenience. Thank you.”
What NOT to do:
- Argue about facts or interpretations
- Reveal confidential information to defend yourself
- Ask the reviewer to remove or change their review
- Post multiple responses or lengthy explanations
- Let emotion drive your response
When Reviews Violate Google’s Policies
Occasionally, reviews violate Google’s content policies. Common violations include:
- Fake reviews from people who were never clients
- Reviews containing profanity or hate speech
- Reviews with personal information or confidential details
- Spam or promotional content
- Reviews clearly intended to harm rather than provide genuine feedback
To flag a review for removal:
- Log into your Google Business Profile
- Navigate to the Reviews section
- Find the review in question
- Click the three-dot menu on the review
- Select “Flag as inappropriate”
- Choose the reason that best describes the violation
Google reviews flagged content, but approval isn’t guaranteed or fast. The process can take days or weeks. Be selective about flagging reviews. Only flag reviews that clearly violate policies. Flagging legitimate negative reviews damages credibility and rarely succeeds.
Building a Sustainable Google Review Strategy
One-time review requests generate short-term results. Building consistent Google review flow requires systematic integration into your client service process.
Create a Review Timeline
Map out your typical client journey and identify 2-3 natural review request points. For most estate planning practices:
- Week 2 after plan completion: Primary review request via email
- Week 4 (if no review received): Gentle follow-up email
- Annual review appointment: Verbal mention and follow-up email for long-term clients
- After significant plan updates: Email review request
Automate The Process
Email and SMS (text message) automation tools can send scheduled review requests, which ensures consistency.
Many successful firms use a hybrid approach: the attorney mentions reviews verbally or in personal follow-up, while your automated platform handles consistency via different channels.
LegalScapes provides our LawAmp platform to all our estate planning growth program clients to automate this process for you.
Set Realistic Goals
Expecting every satisfied client to leave a Google review sets you up for frustration. Industry averages suggest 5-15% of clients leave reviews when asked. High-performing practices might reach 20-25% with systematic approaches.
A reasonable goal for most estate planning practices: 2-4 new Google reviews monthly per attorney. This pace builds strong online presence without overwhelming your review request process.
For context, estate planning attorneys with 50+ Google reviews typically rank well in local search and convert prospects at higher rates than competitors with fewer reviews.
Leveraging Google Reviews in Your Marketing
Google reviews aren’t just passive reputation builders. Actively incorporate them into your marketing strategy.
On Your Website
- Testimonial page: Feature selected Google reviews on your website testimonials page. Include the reviewer’s name and star rating with a link back to your full Google Business Profile.
- Homepage trust signals: Display your Google star rating and review count prominently on your homepage. Use Google’s review badge or create a custom design element.
- Service pages: Include relevant review excerpts on specific service pages. For example, feature reviews mentioning “trust creation” on your trust planning service page.
In Your Marketing Materials
- Email newsletters: Occasionally feature a notable Google review in your newsletter to remind readers why families trust your firm.
- Social media: Share screenshots of positive Google reviews on social platforms with gratitude messages. Tag the reviewer if appropriate and if they’re active on that platform.
- Consultation process: During initial consultations, naturally mention that prospective clients can read Google reviews from families you’ve helped.
- Printed materials: Include a section on brochures directing people to find you on Google and read client reviews.
Your Google Review Success Formula
Building a strong Google review profile boils down to a simple formula executed consistently:
Deliver excellent service + Ask every satisfied client + Make it easy + Follow up once + Respond to every review = Steady Google review growth
Most estate planning attorneys fail at Google reviews not because their service is poor, but because they don’t ask systematically or make the process easy enough. By implementing the strategies in this guide, you’ll build the online reputation that helps more families find the estate planning guidance they need.
Your expertise deserves to be discovered by the families who need it most. Let your satisfied clients tell that story through their authentic Google reviews.
Remember: every Google review you receive today makes it easier for a family to find you tomorrow. Start requesting reviews this week, and six months from now, you’ll have built a powerful asset that works for your practice 24/7.