The rule most firms miss
Attorneys often avoid reviews entirely because they're worried about Model Rule 1.6 and state bar equivalents covering confidentiality. The rule doesn't prohibit responding. It prohibits confirming a client relationship or discussing anything protected. You can respond to any review on your profile without ever saying "you were our client," and most state bars have issued opinions confirming that approach is acceptable. See how we do this for law firms.
What the rule does mean is that every response has to be generic about the matter itself. Never reference a specific case, never confirm the person retained you, and never rebut specific factual claims in public.
A safe law firm reply
Review
"Terrible communication. Felt ignored for weeks at a time."
Response
"Thank you for the feedback. Clear communication is one of the values our firm is built on. If you'd like to share more context about your experience, please call our office and ask for the managing attorney so we can look into it."
The reply acknowledges the sentiment, restates a firm value, and directs the conversation offline without confirming anything protected.
Your firm's review workflow
- Write a one-page tone guide: the opening line, the sign-off, the 3 phrases to avoid, and the escalation path.
- Respond to every review same business day, positive or negative.
- Never confirm a client relationship in a public reply.
- Never respond to specifics about a case. Always invite the conversation offline.
- Flag truly defamatory reviews through Google, but respond first while the flag processes.
The "we can't comment" myth
Some firms default to a boilerplate "due to confidentiality rules, we cannot comment" reply on every negative review. That reply reads as dismissive to prospective clients and does not reflect what most state bars actually require. A better default: acknowledge the sentiment, restate a firm value, and invite the conversation offline. That pattern keeps you inside the rules while still looking responsive.
Firms that get this right often find that their Google profile becomes one of their highest-converting marketing assets, precisely because most competitors are ignoring it out of caution.
Sources: BrightLocal 2024, ABA Model Rule 1.6 and related state bar opinions.