AVVO for Lawyers: How to Increase AVVO Rating

Unlock the power of an Avvo rating and maximize the value for your practice!

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By Ivan Vislavskiy

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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Any attorney who engages in online marketing activities knows about Avvo.

Launched in 2006, it has quickly grown into the largest legal directory online. Just as other sites like Trip Advisor or Yelp can ruin the reputation of a restaurant, Avvo can do the same for an attorney through its ratings and reviews system.

Whether you plan to use Avvo as a lead generation source or not, prospective clients searching for an attorney are likely to see your rating on this site. It’s important to understand what impacts your Avvo rating as well as the other ways that the site might try to get some of your firm’s advertising dollars. Not sure what this entails? Our experts at Comrade Digital Marketing are here to break it down.

Let’s get to know Avvo and how it can benefit your law firm today.

What Is Avvo Rating for Lawyers

Avvo is a referral website that is part of the Martindale-Avvo network. It claims to list 97% of the practicing attorneys in the United States in its massive online directory. The site also offers legal referral services, where members can offer limited-scope, fixed-fee services to consumers in certain practice areas.

Avvo legal direct pages are often some of the highest-ranking search results in Google. This is particularly the case for searches that combine a search term and location, such as “Chicago criminal defense lawyer” or “personal injury lawyer near me.” Because of this high visibility position, claiming your profile and optimizing your Avvo attorney rating should be a top priority.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

Factors Included in Avvo Lawyer Ratings

Avvo’s algorithm ranks every attorney in Avvo’s directory on a scale of 1 to 10. It uses a proprietary algorithm for this rating, and it doesn’t disclose the exact parameters of this calculation. However, attorneys looking to improve their Avvo rating may consider conducting an SEO audit to enhance their online presence and visibility to potential clients. According to the site, here is a breakdown of the Avvo scores:

  • 10.0-9.0 Superb

  • 8.9-8.0 Excellent

  • 7.9-7.0 Very Good

  • 6.9-6.0 Good

  • 5.9-5.0 Average

  • 4.9-4.0 Concern

  • 3.9-3.0 Caution

  • 2.9-2.0 Strong Caution

  • 1.9-1.0 Extreme Caution

You can’t escape an Avvo rating. If you’re a practicing attorney in the U.S., there’s a good chance that you’re listed in this directory because it pulls from the state bar associations and admissions databases, which are part of public records.

While Avvo’s precise rating components are a secret, it does break them down into three main categories: Experience, Industry Recognition, and Professional Conduct. The trick is that all of this information is pulled from your Avvo profile. So, if your profile is essentially blank, you’ll have a dismal Avvo score. The best way to optimize your Avvo rating is to claim your profile on the site and then begin filling in as much relevant information as possible.


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The Avvo website for rating lawyers places significant emphasis on legal experience. Your profile should highlight the length of your career, showcasing your years in practice. Detail both past and present positions, ensuring that your work history is comprehensive and demonstrates the depth of your knowledge in your practice area.

Industry Recognition

This section of your Avvo profile has the most variables, so it will have the most impact on your Avvo rating. It includes:

  • Law school attended

  • Work experience

  • Bar associations and other memberships

  • Judicial clerkships

  • Awards

  • Articles / publications

  • Portfolio of cases

  • Speaking engagements

  • Peer endorsements

When you fill out these sections, include dates in every section that asks for them. Peer endorsements might require the most work to accumulate, but they could be the most valuable to your score. This is particularly the case if you can get endorsements from opposing counsel or co-counsel on prior cases since these tend to increase ratings more than other options.

Professional Conduct

Avvo rating for lawyers takes your professional conduct record into account. Any disciplinary actions or sanctions from your state bar will negatively impact your rating. Conversely, a clean record demonstrates your commitment to ethical practices, bolstering your overall Avvo score and increasing your appeal to potential clients.

To get started, go to Avvo and search for your profile. Then claim it by verifying through your email, LinkedIn, Facebook, or phone number. Next, complete your profile to 95%. The only way to get to 100% is to add an Avvo rating badge to your website, which doesn’t benefit you, so don’t bother with this.

How to Increase Avvo Rating for Lawyers

A surprising number of lawyers’ profiles don’t accurately reflect their credentials and experience. With AVVO, it’s important for legal professionals to provide as much relevant information as possible for effective search engine marketing. Remember, if it’s not in your profile, you can’t rank for it.

Focus on these key areas for a higher rating:

1. Claim Your Avvo Profile

The first step to maximizing your Avvo for law firms strategy is claiming your profile. Search for your name on Avvo – chances are you already have a basic profile. Claim it, ensure all credentials are accurate, and begin strategically filling out the sections. Aim for at least a 95% completion rate for a significant impact on your Avvo rating.

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2. Complete Your Profile

Filling out your Avvo profile to at least 95% is a crucial step in boosting your Avvo rating. This comprehensive profile demonstrates your experience, expertise, and commitment as an attorney. Include all relevant practice areas, work history, awards, publications, as well as your law school and bar licenses. A fully completed profile shows potential clients and Avvo’s algorithm that you’re a serious professional, positioning you for success with Avvo for lawyers and maximizing your chances of positive Avvo reviews.

3. Highlight Awards

Awards and recognitions from legal associations are powerful trust signals for potential clients browsing Avvo attorney reviews. Don’t be shy about listing any awards or accolades on your profile! Include the name of the award, the awarding organization, like Super Lawyers or Best Lawyers in America, and the year received. This demonstrates your excellence and stands out as a major positive factor in influencing your overall Avvo rating.

4. Feature Your Testimonials

Showcase your legal victories by adding case results to your Avvo portfolio. Include case summaries obfuscating sensitive information and highlight successful outcomes. This demonstrates your capabilities to potential clients searching for Avvo legal reviews and provides concrete evidence to support your law practice on Avvo.

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5. Share Your Publications

Publications solidify your reputation as a thought leader in your field. If you’ve authored articles, blog posts, or contributed to legal journals, proudly list them on your Avvo profile. Include titles, publication names, and dates. This demonstrates your expertise and commitment to knowledge-sharing, which can significantly enhance your Avvo for attorneys profile and impress those seeking a knowledgeable legal professional.

6. Showcase Work Experience

Showcase the depth of your legal career on your Avvo profile. Thoroughly list your work experience, including past and present positions, dates, and any niche specializations. Avvo’s algorithm factors in years of experience and breadth of knowledge. Highlighting your work history is essential for boosting your Avvo rating for lawyers, and attracting potential clients who value your expertise.

7. Request Peer Endorsements

Peer endorsements from respected colleagues carry significant weight on Avvo. Strategically reach out to lawyers within your network for endorsements that highlight your specific skills and expertise. These endorsements boost your credibility and positively influence your Avvo for lawyers rating, making your law practice more appealing to potential clients.

8. List Memberships

Listing your memberships in various legal associations and business organizations builds credibility and demonstrates your active involvement in the community. Include bar associations, pro bono groups, and any niche organizations relevant to your area of practice. This signals to potential clients and the Avvo algorithm your commitment and professional network, positively influencing your Avvo for law firm rating.

9. Promote Speaking Engagements

Have you presented at conferences, CLE events, or other industry gatherings? List these speaking engagements on your Avvo for attorneys profile. Include the event name, topic, date, and location. This further cements your thought leadership status and demonstrates your ability to educate others on complex legal issues and matters. Potential clients will be impressed, and your Avvo ratings will benefit.

10. Enhance Your Avvo Profile with Visuals

Boost your Avvo for lawyers profile by incorporating video and image content. Consider a short introductory video showcasing your expertise or testimonials from satisfied clients. Include relevant images like your headshot, awards, or office photos. This enhances the visual appeal of your profile, builds trust, and helps you stand out from other lawyers on the Avvo platform.

What Avvo Ratings for Lawyers Don’t Show

There have been some misconceptions about certain things that do and don’t contribute to your Avvo profile rating. While these are beneficial, they won’t boost that star rating next to your name. These factors include:

  • Client Reviews – Reviews from past clients are incredibly valuable to your business, but they don’t impact your rating on Avvo. Peer endorsements and reviews from other attorneys can increase your rating, though.

  • Q&A Answers – Likewise, participating in the platform’s Question & Answer service can gain you additional exposure and referrals, but it won’t increase your Avvo rating.

  • Legal Guides – Creating legal guides for Avvo readers might seem tempting, but the site is now full of duplicate content. And, doing this isn’t going to help your Avvo lawyer rating.

  • Premium Membership – You also can’t buy your way to a high Avvo rating badge by paying money for premium services. An Avvo Pro account allows you to upgrade your profile with some other features. Avvo Advertising gives you access to display ads and sponsored listings.

Positive testimonials build credibility, establish trust, and help potential clients make informed decisions when seeking legal representation.

Positive testimonials about lawyers on Avvo are important because they build credibility, establish trust, and help potential clients make informed decisions when seeking legal advice and representation.

Find out how to attract clients as a lawyer and boost your firm’s success – read our latest blog post now!

Can I Update My Avvo Profile Without Claiming

If you haven’t claimed your Avvo profile, you can still request additions or corrections to the basic information it displays. Contact Avvo’s support team via email, online chat, or phone (their contact info is on their website). Provide your name, state bar information, and details of the changes needed. Note that Avvo for attorneys may require verification before implementing changes, ensuring the accuracy of lawyer profiles.

Benefits of a High Avvo Rating for Lawyers

A high Avvo rating for lawyers offers several benefits beyond attracting new clients. Here’s a look at some key advantages:

  • Enhanced Online Presence: High-rated lawyers often appear prominently in Avvo search results, increasing visibility across the whole platform.

  • Boosted Reputation: A strong Avvo rating for lawyers acts as a trust signal, demonstrating credibility and assuring potential clients of your expertise.

  • Networking Opportunities: Positive reviews and a top rating can attract the attention of other lawyers, potentially leading to collaborations or referrals.

  • Offsite SEO Boost: Avvo is a well-respected directory, so a robust profile can positively impact your website’s search engine rankings and overall legal representation.

Learn how law firm SEO can level the playing field and put your firm in front of the right clients.

Is Avvo Reliable?

While Avvo can be helpful for initial lawyer research, it’s important to be aware that reviews are moderated. Some users report experiences like the one you described, where negative reviews seem to be removed under pressure from lawyers. This suggests potential bias and raises concerns about Avvo’s reliability as a source of fully transparent attorney reviews. It’s wise to consult multiple sources before choosing a lawyer.

Want to boost your online reputation? Learn how to get quality online reviews in our latest blog post.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

Boost Your Avvo Rating, Grow Your Practice with Comrade Digital Agency

It costs you nothing to optimize your Avvo profile and encourage satisfied clients to leave reviews on relevant directories, but it does take a bit of expertise to stand out. By strategically implementing the steps outlined in this guide, you’ll significantly boost your Avvo rating. Remember, a strong Avvo presence showcases your expertise, attracts quality clients, and establishes you as a leader in your field. Dedicating time and attention to your Avvo profile is an investment in your law firm’s success – and those positive Avvo lawyer reviews will start rolling in! And our team at Comrade Digital Marketing is here to help you along the way.

Optimizing your presence in legal directories is just one way to increase your firm’s client base. For assistance boosting your AVVO profile, and to improve your overall marketing strategy to generate new leads, contact our team Comrade Digital Marketing today for expert internet marketing and website design for attorneys.

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Learn more about our high-performance marketing for law firms and local SEO services for law firms and contact us to find out how we can help you improve your online reputation and grow your revenue.

Frequently Asked Questions

  • Is Avvo paid advertising worth the money?

    It might be tempting to pay for ads and premium features on Avvo to increase your Avvo rating, but many lawyers and legal organizations report that their results don’t justify the additional cost. However, an Avvo Pro (or Premium) account will get your listing above the fold on its pages, so you’ll need to determine whether this benefit justifies the monthly charge.

  • Does the Avvo rating change over time?

    Yes, the Avvo Rating can change over time. Factors like new reviews, awards, or disciplinary actions can all impact your overall score.

  • Can I remove the Avvo Rating from my profile?

    Unfortunately, you cannot directly remove your Avvo rating. However, if you’re no longer seeking clients and have never faced disciplinary action, you can request to hide it. The client reviews on your Avvo for lawyers profile will remain visible.

  • Can first-year lawyers get a 10.0 Score?

    Technically, achieving a perfect 10.0 Avvo rating for lawyers in the first year is possible, but it’s highly unlikely. Avvo’s rating system prioritizes factors that take time to build, such as extensive experience and client reviews from other users.

  • Where do you operate?

    Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer SEO services in Columbus or Indianapolis. You can even find our SEO experts in Houston! If you want to know more about our New York SEO company or find out how exactly we can help you, contact us via the phone or email.

About the Author

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
More Ivan's articles

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