Tina Sorenson

Starting a law firm website goes better in order. Settle your firm name, domain, and office address first, since those are the hard ones to reverse. Then launch a lean site, create your Google Business Profile if you’re eligible, update LinkedIn, and claim the profiles already carrying your name. Pick a firm name that clears your state’s trade name rules and still fits if you add a practice area in three years. Skip keyword-stuffed domains.

Law firms should automate mechanical, repeatable work: scheduling and reminders, form population, deadline calculation, document assembly, and invoicing. They should keep humans in charge of anything that involves legal judgment, permanent consequences if it goes wrong, or a client who is frightened, grieving, or angry. The line falls where operational efficiency ends and client empathy begins.

The short answer: Law firms get better reviews by asking clients two or three open-ended questions at case closing instead of asking for five stars. Reviews that name the case type, the process, and the outcome carry more weight with prospective clients and with AI assistants than a short rating does. Key Takeaways Google still says plainly that more reviews and positive ratings can help your local ranking. Nothing about AI changed that.