The Importance of Online Reputation Management (ORM) for Legal Professionals

The Importance of Online Reputation Management (ORM) for Legal Professionals

Reputation, by its very definition is a nebulous, intangible and complex concept. Trust, along with an excellent reputation as a legal resource, cannot be directly measured like income and expenses. An attorney’s reputation and credibility matter more today than ever before. Clients prefer to retain attorneys and firms with strong and positive reputations. The internet democratizes information and increased competition from both the attorney next door and cost-effective digital legal platforms, such as LegalZoom, Rocket Lawyer and Nolo.

Partners at large law firms and solo practicing attorneys alike may overlook the importance of maintaining a digital presence, especially given their day-to-day priorities. The most astute attorneys recognize that a quality brand and strong reputation are their greatest assets. A quality presence online is a competitive advantage. Attorneys with stellar reputations gain trust from prospects, clients, partners, regulators, and colleagues relative to those with lackluster or tarnished brand. Law firms grow and achieve results through their reputational assets. Conversely, they decline and go out of business as a result of a defamatory or negative one.