In a 2026 US survey, 47% of consumers said they won't use a business with fewer than 20 reviews (BrightLocal). Plenty of capable family law firms sit below that line, not because clients were unhappy, but because nobody asked them.
Family law makes reviews harder than most services. Clients often finish a matter relieved but bruised, even when the result was good. Some won't want their name publicly linked to a separation, and that's their call. And the firm can't reply the way a cafe would, because confidentiality still applies.
This guide shows how to build a steady flow of genuine Google reviews within the rules that apply to Queensland solicitors: Google's policies, the Australian Consumer Law and the conduct rules. The rules come first. It's general marketing information, not legal advice.
Key takeaways
- Asking works. In a 2026 US survey, 65% of people asked to leave a review went on to write one (BrightLocal). Most firms simply don't ask.
- Ask every client, the same way. Google bans businesses from trying to "selectively solicit positive reviews" (Google), and the ACCC says requests must be "fair and consistent".
- No incentives. Google calls incentives for reviews "strictly prohibited". Not a discount, not a coffee voucher, not a donation in the client's name.
- No reviews from staff, family or friends. Google treats them as a conflict of interest, and the ACCC says they can mislead.
- Reply to every review, without client details. Solicitors' confidentiality duty applies online, so never confirm someone was a client.
- Fake reviews now carry visible penalties. Google can block new reviews or show a public warning that fake reviews were removed.
The rules at a glance
Google, the ACCC and the Queensland Law Society all say much the same thing: ask fairly, don't reward, don't filter and don't fake. Google warns that a profile caught with fake reviews may be unable to "receive new reviews or ratings for set period of time" (Google).
| Do | Don't |
|---|---|
| Ask every client when their matter ends | Ask only the clients you think are happy |
| Use the same request wording for everyone | Pressure clients or ask for specific words or star ratings |
| Send a direct review link or QR code | Offer discounts, gifts or donations for reviews |
| Reply to every review, briefly and politely | Mention the client's matter, or confirm they were a client |
| Report reviews that break Google's policies | Report reviews just because they're negative |
| Keep genuine negative reviews | Ask staff, family or friends to post reviews |
Why do Google reviews matter for a family law firm?
Reviews affect both where you appear and whether people call. Google says "more reviews and positive ratings can help your business's local ranking" (Google). And in a 2026 US survey, 74% of consumers looked for reviews written in the last three months (BrightLocal).
That second number matters. A firm with 40 reviews, all from 2021, looks quieter than one with 15 from this year. A steady trickle beats a one-off push.
You don't need a perfect score either. Google itself says "a mix of positive and negative feedback often feels more trustworthy" (Google). For family law, where not every client leaves happy, that's reassuring. A 4.7 with a few honest three-star reviews and calm replies can earn more trust than a wall of fives.
What do Google, the ACCC and QLS allow?
All three let you ask clients for reviews. What they ban is rewarding, filtering, pressuring and faking. In a 2022 sweep, the ACCC found that 37% of 137 businesses it reviewed had engaged in concerning conduct with reviews and testimonials (ACCC, 2023). Legal services weren't in that sweep, but the same law applies.
Google's rules
Google's review policy is the strictest of the three (Google Maps policy):
- No incentives. Offering "free or discounted goods or services" for reviews is "strictly prohibited" (Google).
- No filtering. Businesses must not "discourage or prohibit negative reviews, or selectively solicit positive reviews from customers".
- No pressure. Businesses "should not require or pressure users to leave ratings or write reviews", or ask for specific content.
- No conflicts of interest. That includes "current or former employment" and family relationships. Staff, partners and relatives shouldn't review the firm.
Breaking these rules can cost you more than the fake reviews themselves. Google says it may stop a profile receiving new reviews, unpublish its existing ones, or "display a warning to let consumers know that fake reviews were removed" (Google).
The ACCC and the Australian Consumer Law
The ACCC's focus is on reviews that mislead. It says a business may mislead consumers if it removes "genuine reviews that are negative", and that reviews "written by family, employees, or people paid in some way by the business" can mislead too (ACCC).
It has also flagged review tools that ask customers how their experience was first, then send only happy customers to Google. Its 2023 sweep report says businesses "must ensure that they are asking for reviews in a fair and consistent way" (ACCC, 2023).
The Queensland Law Society
QLS adds the professional duties. It says buying or writing fake reviews "would contravene a solicitor's fundamental duty of honesty", and that asking only clients you know are happy "may be problematic" (QLS). Its social media guidance adds that "the duty to maintain client confidentiality extends to activity on social media" (QLS Guidance Statement No. 24, 2021). That shapes how you reply, covered below.
How should a family law firm ask clients for reviews?
Make it one step in closing every file. In a 2026 US survey, 78% of consumers had been asked for a review in the past year, and 65% wrote one after being asked (BrightLocal). A short, consistent request does most of the work.
When to ask
Ask once the matter is finished: final orders made, the agreement signed or the file closed. Asking mid-matter, while the client still depends on you, can feel like pressure, and Google says businesses "should not require or pressure users" to review them. The closing letter or email is the natural moment.
How to send the link
Google gives every profile a review link and QR code. In your Business Profile, choose Read reviews, then Get more reviews, and copy the link (Google). Google notes that review QR codes "can only be generated on a computer browser".
Two details help clients follow through:
- Clients "must be signed into a Google Account to leave a review", but they "can set one up with a non-Gmail email address" (Google).
- Put the link in the email itself, not behind a "How did we do?" survey. Routing only happy clients to Google is the filtering the ACCC warns against.
What to say
Use the same words for every client. Keep it short, make it optional and don't mention stars. For example:
Thank you for trusting us with your matter. If you're comfortable sharing your experience, you can leave a Google review here: [link]. There's no obligation. For your privacy, please don't include details of your matter. Thank you, [name].
That last line protects the client, and it means you'll rarely face a review you can't reply to safely.
Follow up once, then stop
One gentle reminder a week or two later is fine. After that, leave it. Repeated chasing starts to look like pressure.
Email rules
It isn't clear whether a review request counts as a marketing message under the Spam Act, so treat it as one. The ACMA says marketing messages need consent, must identify the sender, and must honour an unsubscribe request "within 5 working days" (ACMA). Send review requests only to clients who've agreed to hear from you by email, and keep any promotion out of them.
Make someone responsible
The firms that collect reviews steadily treat it as a process, not a campaign. Add "send review request" to your file-closing checklist, give one person the job, and count new reviews each month.
How should a family law firm reply to Google reviews?
Reply to every review, and keep each reply short, warm and free of client details. In a 2026 US survey, 89% of consumers expected a business to respond to reviews, and half were put off by replies that looked templated (BrightLocal).
Google's advice is to "be professional and polite", "keep it short and simple" and "never share a reviewer's private information" (Google). For a solicitor, rule 9.1 goes further: "A solicitor must not disclose any information which is confidential to a client" (QLS Guidance Statement No. 24).
In practice:
- Thank, don't discuss. "Thank you for taking the time to leave a review" works for almost any positive review.
- Never mention the matter. No outcomes, no other party, no dates, no type of matter.
- Write each reply fresh. A sentence that's clearly copied across 30 reviews reads as indifference.
- Reply within a week. Most consumers in the same survey expected a reply within that time.
What should you do about a negative review?
Slow down, then reply briefly and neutrally. The ACCC says "a business that responds to negative reviews in a professional manner is more likely to be viewed favourably by consumers" (ACCC, 2023). Future clients read your reply more closely than the review.
A safe reply doesn't confirm the person was a client or argue the facts. For example:
We're sorry to read this. We can't discuss any matter publicly, but we'd welcome the chance to talk. Please call [name] on [number].
Family law has one review problem most businesses don't: the other party. A former partner of your client may post a one-star review of the firm that acted against them. Use the same neutral reply, and don't reveal anything about the matter, even to correct the record. QLS reminds solicitors they can't use client information to rebut a review.
Can you get a Google review removed?
Only if it breaks Google's policies. Google says "you can report any review, but only those that violate Google policies are eligible for removal", and "do not report a review just because you disagree with it or dislike it" (Google).
To report one, open the review from your Business Profile and flag it. Google says evaluation "typically takes several days". If it isn't removed, you can submit a one-time appeal through Google's review management tool.
Google also says it "doesn't get involved in conflict between businesses and customers". If a review is false and damaging in a way that goes beyond policy, that's a legal question, not a marketing one. Get independent advice before taking any step.
Whatever happens, don't remove or hide genuine negative reviews you control elsewhere, such as on your website. The ACCC says businesses "must not suppress or remove genuine negative reviews" (ACCC, 2023).
Can you use Google reviews as testimonials on your website?
Yes, with care. QLS guidance says "the written consent of the client should be obtained first, and all comments de-identified" (QLS Guidance Statement No. 24, 2021). It also says a testimonial from a client who later falls out with the firm "should be removed, as to maintain it may be seen as misleading".
Three rules of thumb:
- Ask before you copy. A public Google review isn't written consent to reuse it on your site.
- De-identify. Use initials or "Client, Gold Coast", and no details of the matter.
- Keep them current. QLS notes that "an outdated testimonial may not have the desired effect".
Our family law advertising rules guide covers testimonials, case results and the other rule 36 checks.
Frequently asked questions
Yes. Google, the ACCC and QLS all allow it, as long as you ask every client the same way and don't offer anything in return. QLS warns that asking only clients you know are happy "may be problematic". In a 2026 US survey, 65% of people asked for a review went on to write one (BrightLocal).
No. Google says offering "free or discounted goods or services" for reviews is "strictly prohibited", and it can block a profile from receiving new reviews. The ACCC also says incentives risk misleading consumers unless they apply to any review and are disclosed. The simplest rule: offer nothing.
No. Google's policy treats reviews based on "current or former employment" or family relationships as a conflict of interest. The ACCC says reviews written by family or employees can mislead consumers. Staff can share the review link with clients, but shouldn't review the firm themselves.
Not yourself. You can report a review, but Google says "only those that violate Google policies are eligible for removal", and it won't remove one just because it's negative. Evaluation typically takes several days, with one appeal if it stays. A calm, neutral reply is usually the better answer.
There's no fixed number, but more and more recent is better. In a 2026 US survey, 47% of consumers said they won't use a business with fewer than 20 reviews, and 74% looked for reviews from the last three months (BrightLocal). Aim for a steady flow every month rather than a single push.
Build the habit, not a campaign
Getting more Google reviews isn't about clever tactics. It's one short, honest request to every client at the end of their matter, a direct link, and a calm reply to whatever comes back.
Reviews are one part of your Google presence. Our Google Business Profile guide for family law firms covers the rest of your profile, and our law firm marketing guide shows how it all fits together.
Want help setting it up? We'll create your review link, write request wording that stays within the rules and give you reply guidelines your team can use. Book a free marketing review.
