JMW Solicitors is an award-winning, full-service law firm with 801 total staff members, 375 lawyers and 158 partners across 3 offices in the UK, offering a wide range of practice areas for businesses and individuals.
As Digital Marketer, Lydia works in partnership with their digital agency, I-COM, to maintain JMW's digital presence across their website, review profiles, PPC, and intranet. For a law firm, reviews matter hugely. People need legal services for high-stakes matters and intimate personal issues, making trust signals absolutely critical.
Before Reviewflowz, managing reviews across Google, Trustpilot, and ReviewSolicitors for three locations was a laborious process. Lydia inherited the setup from someone in the role before her, and this involved manually logging into each platform multiple times a day. Finding the proper password every time, remembering which portal to log into, navigating to the login panel. It all added up.
This easily added an extra hour onto her day in terms of replying manually and allocating complaints to the correct department to be dealt with.
The reality of manual review management meant that when Lydia had a busy inbox or other priorities, reviews could easily fall to the bottom of her to-do list.
JMW had been in discussions with their marketing agency about the positive effect on SEO and AEO reviews can have, and were keen to get a better view of how they were doing across all platforms. They also knew it was key that they were able to reply consistently and professionally to all reviews, and were keen to improve in this respect.
Hannah, the head of SEO at I-COM, recommended Reviewflowz, and Lydia was pleasantly surprised by how quickly and easily it was set up. The fact that it also integrated with industry-specific platforms like ReviewSolicitors was a huge plus.
Onboarding was mainly all completed within a week or so. The main difficulty was due to ongoing difficulties with Google they'd had internally, the typical access issues that come with managing multiple locations across different accounts and emails.
JMW has all their reviews from 3 platforms across 3 offices centralized in a unique dashboard. Reviewflowz works as a central hub.
“Now, I don’t have to allocate the headspace to remembering to check each platform, draft a response, etc. ReviewFlowz sends me an email every time a new review has been posted, so I can respond in real time, and I can use the AI reply suggestions to respond in a consistent, professional way.”
“I could compare it to Hubspot, but for reviews. Especially for marketers at multi-location, full-service law firms that may have 5+ different review profiles to keep track of (and a lot of martech to check on each day), Reviewflowz does reduce that mental load and means that any complaints get dealt with as quickly as possible.”
“The AI instantly got our greeting and sign-off correct and on-brand from our previous review responses, and 90% of the time is right on the mark with tone of voice and wording used.”
It saves her from writing replies from scratch, and is 100% helpful when there are tricky reviews to respond to. Compared to before, it's a matter of minutes rather than an hour or so to reply to everything.
“The standout feature for me is definitely the AI reply quality, and lack of friction in terms of actually sending the response. Particularly when I raised that Trustpilot required you to copy and paste the response, to find that Axel had already improved the UX by making the AI response auto-copy to clipboard.”
Lydia estimates Reviewflowz saves her about 2 hours in admin time a week, including everything like logging in and remembering those logins, coming up with responses. They haven't left a review without a reply since adopting Reviewflowz, and it’s taken the average time to reply from at times several days, to a few hours.
It's made it easier to share with partners any named, positive reviews they get, and to find and add these to their profiles, which is, of course, a good motivator and a positive trust signal in helping them to win new business.
JMW now includes a leaderboard in their weekly internal newsletter to encourage their fee-earners to gather more named reviews as part of their overall SEO/AEO strategy.
“Reviewflowz is invaluable in allowing you to not only reply in minutes, but to drill down into which platforms are doing well, and which need more attention. We’re looking at this internally to provide feedback to our departments where they need to be driving more review volume, but we wouldn’t have been able to get this insight anywhere near as easily with a disjointed view across different profiles.”
About Lydia
Lydia is a Digital Marketer at JMW Solicitors LLP, an award-winning, full-service law firm passionate about delivering client excellence for both businesses and individuals. When she's not working, Lydia is a huge bookworm and loves spending time with her partner and their black cat.