Testimonial Request Sequence for Lawyers Email Guide
Why Testimonial Request Sequence Emails Fail for Lawyers (And How to Fix Them)
You just closed a complex case, but the client left without offering a word of praise. That's a lost opportunity, and potential new business, walking out the door.
Many lawyers struggle to turn satisfied clients into advocates. You excel at legal strategy, but asking for public praise often feels like an uncomfortable sales pitch, or simply gets lost in the rush of new cases.
Yet, positive client experiences are your most valuable asset, proving your expertise and building trust for future clients. Imagine future clients seeing concrete proof of your impact.
A well-crafted testimonial isn't just a compliment; it's social proof that validates your skills and alleviates concerns for prospective clients. It’s the difference between a cold lead and someone already leaning towards your firm.
This sequence takes the awkwardness out of the ask. These three emails are designed to ethically engage your clients, making it easy for them to share their positive experiences and build your firm's reputation.
The Complete 3-Email Testimonial Request Sequence for Lawyers
As a lawyer, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
I was thinking about your [CASE TYPE] matter and wanted to quickly check in. Now that things have settled, I hope you are finding the resolution or outcome beneficial for you/your business.
My goal is always to provide the best possible counsel and results. If there's anything else on your mind, or if you have any questions, please don't hesitate to reach out.
Your feedback is always valuable to me.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique. It’s a low-commitment ask that subtly re-engages the client and primes them for a future request. By focusing on their satisfaction and offering further help, it reinforces your care and opens a channel for positive feedback without directly asking for a testimonial yet.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
Following up on our recent work together, I'm truly grateful for the trust you placed in me and my firm with your [CASE TYPE] matter. Many prospective clients are often searching for a lawyer who can help them handle similar challenges.
Hearing directly from someone who has experienced our services can make a significant difference in their decision. Would you be willing to share a brief testimonial about your experience?
Even a few sentences about how we helped you, or what you valued most, would be incredibly helpful. You can simply reply to this email, or if you prefer, I can send you a direct link to leave a review on [PLATFORM, e.g., Google/Avvo/your website].
Thank you for considering this.
Best, [YOUR NAME]
This email employs the principle of reciprocity and social proof. By framing the request as 'helping others,' it appeals to the client's altruism. Providing specific prompts and multiple easy avenues for response reduces friction, making it simpler for them to act on the request and increasing the likelihood of a high-quality testimonial.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Just wanted to gently follow up on my previous email regarding a testimonial. I understand how busy things can get, and perhaps my last email got lost in the shuffle.
No worries at all. If you still have a moment, a short testimonial would truly mean a lot.
It helps future clients understand the tangible impact we have. Even a sentence or two about how we assisted you with your [CASE TYPE] matter would be incredibly valuable.
Simply reply to this email with your thoughts. I'm happy to put it together for you and send it back for approval.
Thank you again for your consideration.
Best, [YOUR NAME]
This email uses the 'door-in-the-face' technique subtly, by offering to do more of the work (drafting the testimonial) after the initial request. It also uses the principle of mere exposure effect, keeping the request top-of-mind. By offering to 'put it together for you,' it removes the mental load from the client, significantly lowering the barrier to entry.
4 Testimonial Request Sequence Mistakes Lawyers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Asking for a testimonial only when you're desperate for new business. | Integrate testimonial requests as a standard, ethical part of your post-case closure process, regardless of your current client load. |
✕ Making the client write a long, formal essay about their experience. | Provide clear, simple prompts (e.g., 'What problem did we solve?', 'What did you value most?') and offer to help draft or edit their response. |
✕ Neglecting to follow up after an initial request. | Implement a polite, low-pressure follow-up email a week or two after the initial request, offering an even easier way to provide feedback. |
✕ Not explaining the 'why' behind the request, making it feel self-serving. | Frame the request around helping other prospective clients who are facing similar legal challenges, appealing to the client's sense of altruism. |
Testimonial Request Sequence Timing Guide for Lawyers
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your Lawyer Specialty
Adapt these templates for your specific industry.
Business Lawyers
- Focus testimonials on the measurable impact you had on their business, such as protecting assets, helping a deal, or resolving a critical dispute.
- Ask how your legal advice helped them avoid future problems or enabled growth, rather data just solving a present issue.
- Suggest they mention specific business outcomes or peace of mind they gained, which resonates with other entrepreneurs.
Estate Planning Lawyers
- Encourage testimonials that highlight the peace of mind and clarity your services brought to their family's future.
- Ask clients to describe how you made a sensitive or complex process feel manageable and reassuring.
- Suggest they mention how your planning helped protect their loved ones or ensure their wishes are honored.
IP Lawyers
- Request testimonials that emphasize your role in securing, protecting, or defending their intellectual property, highlighting your specialized expertise.
- Ask clients how your legal work contributed to their innovation, market advantage, or the value of their creative assets.
- Suggest they mention specific outcomes like successful patent grants, trademark registrations, or effective enforcement actions.
Employment Lawyers
- Encourage testimonials that focus on how you advocated for their rights, achieved a fair resolution, or brought clarity to complex workplace issues.
- Ask clients to describe the emotional and practical relief they experienced after working with you during a stressful time.
- Suggest they mention how your representation helped them secure a better future or regain their professional standing.
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