Philadelphia, PA Law Firm: Responding to Online Reviews Ethically

If you manage a law firm in Philadelphia, you have likely seen a client review that made you wince. Maybe it praised you, maybe it criticized you unfairly, and either way you wondered what you were allowed to say in reply. Attorneys face duties that most businesses do not, and those duties affect how you respond online. Since reviews are also text that AI assistants like ChatGPT, Gemini and Perplexity may read, your replies become part of the public picture of your firm. This article offers general guidance on handling reviews thoughtfully.

This is not legal advice. Professional conduct rules differ by state, and the Pennsylvania rules and your own ethics counsel or bar resources should guide your decisions.

Why are reviews different for lawyers?

Because confidentiality is central to the profession. Duties of confidentiality can extend beyond privileged communications to information relating to the representation. A client's decision to post a review does not necessarily give you permission to discuss their matter in response, even to defend yourself. Bar authorities in various states have issued guidance cautioning lawyers about responding to negative reviews with confidential details. Check the latest guidance applicable to you.

So while a restaurant can say we are sorry your steak was cold, a firm has to think carefully before saying anything about a matter at all, including confirming that the reviewer was a client.

What does a safe reply look like?

Many lawyers prefer short, general responses that reveal nothing. Principles that tend to help:

• Thank the reviewer for their feedback without confirming a relationship or discussing facts
• State that you are unable to discuss any client matter publicly because of confidentiality
• Invite the person to contact the firm directly to talk
• Keep the tone calm and professional, even if the review is harsh or unfair
• Avoid arguing, correcting facts in detail, or revealing anything about the case

Positive reviews deserve care too. A thank-you is fine, but avoid anything that could amount to soliciting or implying results. Also consider whether replying to every review in public makes sense; some firms choose a consistent, brief policy.

How should a firm ask for reviews to begin with?

First, check whether your jurisdiction restricts testimonials or reviews in attorney advertising, and what disclaimers may be required if you republish them. Some states treat client endorsements as advertising and impose conditions.

Within whatever your rules allow, an honest approach looks like this:

• Ask clients at the end of a matter, at a natural moment, when the relationship is in good order
• Ask everyone, not just clients with favorable outcomes, and make it easy to decline
• Never offer anything of value in exchange for a review, and never condition services on one
• Never write or edit a client's review, and never ask someone to say something specific
• Consider whether the type of matter makes a request inappropriate, for instance in sensitive family or criminal matters

A ReviewKathy tap-to-review card or a link in a closing email can make the mechanics straightforward, though sensitivity matters more than convenience in some practice areas.

What if a review is false or defamatory?

First, resist reacting. Most platforms have a process to flag reviews that violate their policies, such as those that are fake, off-topic or from someone who was never a client. The platform decides, and it may take time. Document what you see.

If a review contains serious falsehoods, consult your own counsel about options before posting anything public or contacting the reviewer. Threats and heavy-handed responses often attract more attention than the original review, and some states have laws about retaliation for consumer reviews. A calm, brief public statement that the firm cannot discuss client matters is usually safer than a rebuttal.

How do reviews and replies show up in AI search?

AI assistants may draw on review text and your responses when summarizing a firm. They vary, change, and are not controlled by businesses, so nobody can promise how they will treat any particular review. What you can say is that a mix of authentic reviews and measured, professional replies presents a better public record than silence or defensiveness.

Around the reviews, make sure the basics are accurate: your website describes your practice areas plainly, your Google Business Profile is complete and your contact details match everywhere. Avoid superlatives such as best lawyer or guaranteed result that conflict with advertising rules. A free AI visibility scan can show how your firm currently appears across several AI tools and highlight gaps.

Can automation help with intake without adding risk?

A website chatbot or AI voice agent can answer after-hours inquiries, collect contact details and the general area of law, and route the message. It must not give legal advice, evaluate a case or imply that an attorney-client relationship exists. It should state that it is automated and avoid collecting detailed confidential facts in an unsecured channel. Have counsel review the script and the way data is stored.

What is a sensible policy to adopt?

Write a one-page review policy for your firm.

• Who monitors reviews and how often
• What the standard reply says, and who approves exceptions
• When a review goes to a partner or outside counsel
• How and when clients are invited to leave reviews
• What is never done: no incentives, no fake reviews, no confidential disclosures

A written policy reduces the temptation to respond emotionally at the worst possible time. It also shows consistency, which is what clients, regulators and, in their own way, search tools tend to reward. No approach guarantees how people or platforms will react, but a calm, confidential and consistent record is hard to fault.