Reviews and review responses for professional practices in the age of AI

Why reviews matter in AI answers

Reviews have long influenced how people choose an attorney, a physician or a financial advisor. What has changed is who else is reading them.

When a prospective client asks ChatGPT, Gemini, Perplexity, Copilot or Google’s AI Mode for a recommendation, the response may reflect what public reviews say about a practice. An assistant might mention that patients describe a dental office in Torrance as gentle with nervous children, or that clients of a Downtown firm note clear communication.

We do not know exactly how each assistant uses review content, and the systems change often. It is reasonable to assume, however, that the substance of reviews matters, not only star ratings. Detailed, specific and genuine reviews describe a practice in ways that a number alone cannot.

Earning reviews the right way

The foundation is simple: do good work, then make it easy for satisfied clients and patients to share their experience if they choose to. A thoughtful process might include:

1. Asking at a natural moment, such as the close of a matter or after a completed course of treatment.
2. Asking everyone in a consistent way, rather than only those you expect to be happy.
3. Providing a direct link to your Google Business Profile or a relevant directory.
4. Making clear that leaving a review is entirely optional.

Each platform has its own rules. Google allows businesses to ask customers for reviews but prohibits incentives and selectively soliciting only positive feedback. Yelp discourages businesses from asking for reviews at all. Directories such as Avvo, Healthgrades and Zocdoc have their own policies. Read the current terms of each platform you use.

What to avoid, without exception

Some practices are prohibited outright, and the consequences extend well beyond a removed review. The FTC’s rule on consumer reviews and testimonials, finalized in 2024, addresses fake reviews, buying reviews and certain forms of review suppression. FTC guidance on endorsements also applies more broadly. In general terms, avoid:

• Writing reviews for your own practice, or having staff or family do so.
• Offering discounts, gifts or other incentives in exchange for reviews, particularly positive ones.
• Filtering requests so that only satisfied clients are asked, a practice often called review gating.
• Using contract terms that prevent clients from posting honest reviews.
• Purchasing reviews or engaging services that promise them.

Professional rules add another layer. California’s attorney advertising rules address testimonials, and financial advisers are subject to the SEC Marketing Rule. Check with counsel or your compliance officer before featuring reviews in your own marketing.

Responding without breaching confidentiality

A review response is public and permanent. For attorneys, the duty of confidentiality applies even when a former client has posted publicly about their matter. For healthcare providers, HIPAA means a response should not confirm that the reviewer is a patient or disclose anything about their care, even details the patient shared themselves. The HHS Office for Civil Rights has brought enforcement actions against providers over review responses that disclosed patient information.

A careful response is brief, courteous and general. For a positive review, a simple note of thanks that does not reference any specific matter or treatment is usually appropriate. For a negative review, an approach along these lines tends to work well:

• Thank the person for taking the time to share feedback.
• State that your practice’s confidentiality obligations prevent you from discussing any specific situation.
• Describe, in general terms, your commitment to the people you serve.
• Invite the person to contact the office directly, by phone or email, to discuss their concerns.

Avoid arguing, correcting the record with specifics or speculating about who the reviewer might be. Readers, including prospective clients, tend to notice a measured tone.

Practical tip: draft three or four approved response templates with your compliance officer or counsel, then adapt them lightly for each review. This keeps responses consistent and reduces the chance that someone writes something regrettable in a moment of frustration.

When a review is false or abusive

Occasionally a practice receives a review that appears to be from someone who was never a client, contains threats or violates platform policy. Most platforms provide a way to flag such reviews for evaluation. Use those channels, document what you submit and avoid responding publicly in anger. If a review raises serious legal concerns, consult an attorney before taking any further step.

Reviews as part of a larger picture

Reviews are one of several public signals about a practice. They work alongside accurate credentials, clear service descriptions and consistent directory listings. Our guide to credentials, bios and directories covers those foundations, while our articles on AI search for Los Angeles law firms and medical and dental practices address profession-specific considerations, from Century City litigation boutiques to med spas in Beverly Hills.

This article is general information, not legal or medical advice.

A measured approach to reputation

A strong reputation is built slowly, through genuine experiences and careful public conduct. No one can promise a particular rating or a place in an AI answer, but a consistent, compliant approach to reviews protects your practice and gives an honest picture of your work.

If you would like help building a review process that fits your profession’s rules, you can learn more about our services or schedule a confidential consultation.