Testimonials are proof you deliver. A one-line “great job” is fine, but the testimonials that actually convert are the ones that tell a story about what you did, why it mattered, and how you stood out. The best way to get them is simple: ask at the right moment, use email wisely, and go big with video when you can. Collect them consistently, use them strategically, and watch them become one of your most powerful tools for turning curious visitors into paying clients.
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Every lawyer wants clients who sing their praises, but not every lawyer knows how to capture those stories and put them to work. A strong testimonial is more than a polite thank you. It’s proof that you deliver on your promises. It’s the difference between a potential client thinking “maybe” and a potential client deciding to call.
The mistake most firms make is settling for surface-level reviews. They paste in a one-line comment and hope it works. But if you want testimonials that persuade, you need reviews that tell a story. They should explain what you did, why the client appreciated it, and how you stood out from competitors. This is where smart copywriting and a clear marketing strategy come into play. Testimonials should be treated as premium content, the same way you treat your law firm website design or your Google My Business profile.
So how do you get testimonials that actually move the needle? It’s not about luck. It’s about timing, approach, and strategy.
Ask At The Right Moment
Happy clients are often the most willing to share. If a client tells you or your paralegal how much they appreciated your help, that’s your chance to ask. Gratitude fades quickly, so capture it while it is fresh. A short conversation can lead to a written testimonial or a Google review that you can feature across your site.
You can also reach out to past clients you still keep in touch with. A simple email or text request is often enough. Just be clear about how much it helps and give them a couple of tips to make the testimonial stronger.
Use Email Like A Pro
Email is one of the easiest ways to collect testimonials. If you send newsletters, add a section that invites feedback. Keep the instructions simple and the tone personal. The goal is to make it feel natural, not forced.
Be careful who you ask. Sending a testimonial request to the wrong client can backfire. Just as you would avoid website design mistakes that push visitors away, you should avoid asking clients who are unlikely to give you glowing feedback. Protect your reputation by being selective.
Go Bigger With Video
Written testimonials are powerful. Video testimonials are unforgettable. Seeing and hearing a client talk about their experience builds instant trust. These videos can also be repurposed into written copy, snippets for social media, or even featured in a legal podcast.
Not every client will want to be on camera, but when you find one who does, it’s worth the effort! Authentic video reviews have the same credibility boost as client quotes you showcase on your attorney biography.
Make Testimonials Work For You
Gathering testimonials is only half the battle. You need to use them in the right places. Add them to attorney bios, practice pages, and even blogs. Highlight them on landing pages where potential clients are deciding whether to reach out.
The law firm that treats testimonials as an afterthought loses opportunities. The firm that treats them as marketing gold keeps clients coming back and attracts new ones again and again.
Contact Legends Legal Marketing
If your website is light on testimonials or if the reviews you have are not working as hard as they should, it is time to change that. At Legends, we help attorneys collect, refine, and showcase testimonials that build trust and drive leads.
If you want written reviews, polished videos, or strategies to feature them effectively, we can help. Contact us today to turn client stories into one of your strongest marketing assets.
Frequently Asked Questions:
- Why are testimonials so important for a law firm website?
They are proof that real clients trust you. A good testimonial can do more convincing than any marketing claim you make about yourself. - What makes a testimonial more powerful than a short review?
Short reviews are nice, but powerful testimonials tell a story. They explain what you did, why it mattered, and how you stood out from the competition. - When is the best time to ask a client for a testimonial?
The moment a client expresses gratitude is the perfect time. Strike while the memory is fresh and the goodwill is strong. - Should I ask every single client for a testimonial?
No. Be selective and only ask clients who are likely to share something positive and authentic. - Are video testimonials worth the extra effort?
Yes. Video feels personal, real, and memorable. It takes more planning, but the impact is worth it. - How often should I collect new testimonials?
Testimonials should be gathered consistently. Fresh feedback shows potential clients that your firm is active, trusted, and still delivering results.