In a recent Liticast episode, host Terry Dorman from Litify interviewed Dave Lehman, President & CEO of BirdEye, to discuss how law firms can leverage reputation management, online reviews, and client experience (CX) strategies to thrive in a digital-first world, particularly post-COVID-19. 

This video summarizes Lehman’s insights on using technology to enhance online presence, improve client engagement, and drive business growth.

What is BirdEye?

BirdEye is an all-in-one platform for reputation and client experience management, helping law firms:

• Be found online through optimized listings and reviews.
• Engage prospects via digital channels (webchat, text, email).
• Gain insights from feedback to improve services and drive revenue. With integrations to CRMs like Litify, BirdEye streamlines operations for over 150,000 businesses, including law firms.

Evolution of client behavior

Modern legal clients research extensively before contacting a firm:

• 75% find lawyers online, relying on SEO-driven “lawyer near me” searches or social proof from reviews and testimonials.
• Clients often make decisions before speaking to anyone, influenced by online presence.
• Law firms, traditionally slow to adopt digital strategies, are recognizing this shift, driven by generational changes in behavior.

Key quote: “People have almost bought before they’ve talked to anybody.”

Building a strong online presence

Three core drivers of SEO for law firms:

• Accurate listings: Optimized Google My Business profiles ensure visibility.
• Backlinking: References from other websites boost credibility.
• Reviews: High volume and quality of reviews enhance star ratings and rankings.

Reviews are critical for both SEO and social proof, with 65% of clients citing positive reviews as a key factor in choosing a firm. BirdEye’s tools automate review collection and display, as seen with Patterson Law Group, which used website widgets to showcase client feedback, improving trust and conversions.

Enhancing client experience (CX)

Client experience spans the entire journey—from website visits to post-case communication. 

Key points:

• Multi-channel communication: Clients expect flexibility across text, email, chat, or phone.
• Case study: A bankruptcy firm increased court appearance rates from 20% to 97% by using BirdEye’s text reminders instead of emails or calls.
• All touchpoints (digital and personal) shape perceptions of the firm.

Best practices for gathering reviews

• Timing: Automate review requests at case milestones (e.g., case closure) via text or email, integrated with legal CRMs like Litify.
• Volume: More positive reviews dilute the impact of negative ones.
• Proactivity: Satisfied clients need prompting to leave reviews, as negative feedback is often unprompted.

BirdEye’s AI-powered tools, like BirdAI, generate tailored review requests and responses, streamlining the process.

Handling negative reviews

• Respond to all reviews: Engagement signals responsiveness to Google, boosting SEO.
• Acknowledge issues: Most negative reviewers want validation; prompt resolution can lead to updated reviews.
• Address spam: Identify and report non-substantive or competitor-driven reviews to platforms like Google.

Lehman’s tip: “Don’t obsess, but respond to every review—including negative ones.”

Staff-wide commitment to CX

Every team member contributes to the firm’s brand:

• Feedback culture: Use mini-NPS surveys or BirdEye’s AI-driven sentiment analysis to identify trends (e.g., billing issues or communication strengths).
• Actionable insights: Regular feedback keeps staff aligned and responsive to client needs.
• Scalability: Automation ensures consistency, but personal engagement remains key.

Post-COVID digital transformation

The pandemic accelerated digital adoption, with lasting changes:

• Client expectations: Demand for flexible communication (text, chat, video consults) persists.
• Virtual processes: Remote consultations and court appearances are now standard for efficiency.
• Increased tolerance: Clients accept minor imperfections (e.g., video call disruptions), but expect responsiveness.

Key stat: Over 65% of customer interactions are now digital, per McKinsey, underscoring the need for robust online tools.

Practical steps for law firms

Lehman’s top three recommendations:

1. Build your brand online: Maximize positive reviews to enhance SEO, social proof, and referrals, creating a “flywheel” effect.
2. Optimize intake: Engage website visitors immediately with chat, forms, or calls to capture leads and guide them into workflows.
3. Listen and iterate: Continuously collect and act on feedback (internal and external) to refine processes and meet evolving expectations.

Automation, powered by platforms like BirdEye, scales these efforts, but a feedback-driven culture ensures lasting impact.

Conclusion

Reputation management and client experience are critical for law firms in a digital-first world. By leveraging BirdEye’s AI-powered tools for review management, multi-channel engagement, and CRM integration, firms can enhance credibility, attract clients, and streamline operations. 

Lehman’s insights emphasize proactive feedback, responsive communication, and technology adoption to deliver exceptional client experiences and drive growth.

Key quote: “Tech is not a once-and-done deal; it’s a living, evolving process.”