Lawyer Marketing: How to Improve Your Avvo Rating

Love it or hate it – we know attorneys in both camps – Avvo is here to stay. With well over 10 million consumers using the site each month, and over a quarter-million lawyers participating, Avvo has become the leading online marketplace connecting lawyers with consumers that need their help. It’s also a dominant presence on search engines – if you google your name, followed by “attorney”, you’ll most likely find your Avvo profile high in the page one search results.

Since your Avvo profile will frequently be seen by potential clients thinking about hiring you, it’s important that it makes a strong impression. And one of the most important factors to focus on is your Avvo Rating, which is displayed on a scale of one (“extreme caution”) to ten (“superb”).

If you haven’t already done so, the first step is to “claim” your Avvo profile, which you can do here. After claiming your profile, fill it out with as much information as possible – and be sure to upload your headshot.

Now let’s talk about how to increase your rating. Here are several key factors, as identified by Avvo itself:

Your work experience. Your rating is impacted by the number of years you’ve practiced, and it’s also influenced by leadership positions in legal associations.

Awards you’ve won. Your rating can be improved by listing awards from groups such as Martindale-Hubble and Super Lawyers. Avvo won’t know whether or not you’ve earned these awards, so it’s up to you to list them on your profile. And, they weigh recent awards more heavily, so be sure to keep this section current.

Publications, speaking engagements, and other authoritative content. Whether you speak to industry groups in your city, publish articles in law journals, or even publish blog entries on your website – you can use this information to boost your rating.

Your involvement in legal associations. Avvo rewards involvement within the legal community, and particularly positions of leadership. So be sure this information is accurately listed within your profile!

Endorsements from fellow attorneys. Just as real-life endorsements hold substantial weight with most consumers, Avvo endorsements from other lawyers will boost your rating. It’s easy to request endorsements within the Avvo platform and I highly recommend that you do this frequently.

You may have noticed that client reviews are not listed here – and that’s because they do NOT actually impact your Avvo rating. Presumably Avvo wants to protect the integrity of their rating system by eliminating the possibility of abusing this system. However, client reviews are extremely valuable nonetheless. Prospective clients look for “social proof” when they’re making a hiring decision, on Avvo or on any other platform. So make it a priority to ask satisfied clients to leave you a review on Avvo, along with Facebook, Google, and other channels.

You may not like the fact that Avvo has created a profile with your name and information on it. In fact, a number of lawsuits have been filed against them over this practice. But the reality is that Avvo is a dominant force in the marketplace and it’s rapidly growing in popularity with consumers and lawyers alike. Your Avvo profile – and particularly your rating – is influencing potential clients as they decide whether or not to hire you. So make sure it positions your practice in the best possible light.

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Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.