BBB Review for Law Firms: Understand Ratings, Benefits, and Impact

Customer feedback is important in any professional field, but in law, where a good reputation equates to repeat business and referrals, it's crucial. As attorneys know all too well, it takes real effort to build trust and earn positive reviews from satisfied clients over time.

For those seeking new pathways to showcase their work and interact with potential new customers, the Better Business Bureau has long served as a valuable resource. As one of the most recognized names in consumer protection and advocacy, the BBB aims to give consumers an inside look at how good or bad businesses really are.

This guide from our team of marketing experts at Grow Law Firm is designed to unpack the essentials of BBB ratings and the profound impact they can have on your firm. We'll break down the BBB grading components, discuss the benefits of these reviews, and address the criticisms that come with them. 

What Is BBB Ratings for Lawyers?

The Better Business Bureau (BBB) is a nonprofit membership organization that aims to foster trust between businesses and consumers. With an extensive directory of local businesses, the BBB assists users in vetting law firms.  

The BBB rates businesses from A+ to F, based on their interactions with customers. This rating system, along with reviews, helps consumers judge a business's reliability and ethics.

While the reviews are written by customers, the ratings are BBB's opinion of the business's practices, complaint history, and likelihood of resolving customer concerns.

BBB's Grading Components

Ever wonder how law firms get rated by the Better Business Bureau (BBB)? It's not just about fancy websites or catchy slogans. The BBB digs deeper, looking at various key areas that impact your firm's overall score. Let's break down these categories to understand what makes a law firm stand out.

— Complaint History Evaluation

BBB takes a close look at client complaints and how the firm handles them. This isn't just about counting the number of unhappy clients, but rather assessing the firm's response to issues.

Key factors include:

• How quickly the firm addresses complaints
• The quality of their solutions
• Whether they make genuine efforts to resolve issues

A law firm that promptly responds to client concerns and works towards fair resolutions will score higher than one that ignores complaints or provides unsatisfactory answers. The BBB also considers the nature of complaints. Minor issues like miscommunication are viewed differently from serious allegations of malpractice or ethical violations.

— Business Type Impact

The BBB understands that law firms operate differently from other businesses and their grading reflects this. The type of law practiced by a firm can have a significant impact on its grading. Firms specializing in high-risk areas, such as criminal defense or personal injury litigation, may face greater challenges in maintaining a positive reputation and avoiding complaints.

Conversely, firms focused on less contentious areas, such as estate planning or intellectual property, may have an easier time maintaining a clean record. BBB evaluates the inherent risks associated with a firm's practice areas and how effectively it manages those risks.

— Significance of Time in Business

A firm's time in business is seen as an indicator of stability, resilience, and consistent client service. Established firms are viewed as having weathered various economic cycles and adapted to changes in the legal landscape over time. This experience often translates to a deeper understanding of legal processes and a more refined approach to client relations.

However, the BBB's approach is nuanced. While longstanding firms may receive recognition for their endurance, newer law practices aren't automatically disadvantaged. The BBB acknowledges that fresh firms can bring innovation, specialization in emerging areas of law, and modern approaches to legal services. The key factor is how well a firm, regardless of its age, maintains high standards of practice and adapts to evolving client needs.

If the BBB can't ascertain a business's opening date, they'll use the date the BBB opened the company's file as a proxy. This is also true if a business doesn't share its start date—a missing or unknown date may work against the company in question.

— Transparent Practices Role

The transparency component focuses on how open and honest a firm is in its dealings with clients and the public. The BBB highly values firms that provide clear, accessible information about their services, pricing structures, and potential outcomes of legal proceedings.

This includes being upfront about fee structures, providing realistic assessments of case prospects, and clearly communicating the scope of services offered. The BBB looks favorably on firms that explain legal processes in terms clients can understand, avoiding unnecessary jargon that might confuse or mislead them.

— Honoring BBB Commitments

The BBB looks at whether a law firm fulfills its obligations from any agreements made through the BBB dispute resolution processes, like mediation or arbitration. If a complaint is lodged about a firm, does the firm participate in good faith to fairly resolve the issue? Do they fully cooperate and abide by any decisions reached? 

Fulfilling commitments to the BBB shows customers that the firm's word can be trusted, and they can take accountability and not rely on loopholes. This integrity when resolving past disputes reassures people that their concerns will also be taken seriously if needed in the future.

— Licensing and Government Actions

The BBB examines if a law firm maintains all proper licensing required by the state to practice law. Being in good standing with regulations is the baseline for any legal services. They also consider any past disciplinary actions from licensing boards or other government agencies for issues like violating rules of professional conduct. Law firms that seek BBB accreditation are expected to maintain these standards consistently.

— Advertising Issues Influence

Advertising issues can also influence a law firm's BBB rating, as they can affect the firm's credibility and trustworthiness. This component examines whether a law firm's advertising practices align with the BBB's Code of Advertising and other relevant guidelines used by business bureaus.

For instance, a law firm that uses clear, accurate, and non-misleading advertising demonstrates its commitment to honesty and transparency. This approach to advertising helps clients make informed decisions about legal services and enhances the firm's reputation for integrity. Accredited businesses, including law firms, are particularly expected to adhere to these standards.

Better Business Bureau's Rating System

With an A+ to F scale, ratings represent the BBB's opinion of a company's interaction with its customers. A law business's BBB rating can be quickly and easily looked up on the easily accessible directory. While the ratings aren't a guarantee, they're a useful indicator and one that many consumers use as a starting point when choosing a business to work with.

— BBB's Rating Points

The BBB's rating points are the specific factors that the organization considers when evaluating a business. These points are based on a set of standards that the BBB believes are crucial for maintaining trust and promoting fair and honest business practices.

The BBB's rating points include factors such as a business's complaint history, its response to customer complaints, its transparency and honesty in advertising, and its compliance with legal and industry standards. Each of these factors is assigned a specific weight, which determines its impact on a business's overall rating.

For example, a business with a strong track record of resolving customer complaints may receive a higher rating than a business with a history of unresolved complaints. Similarly, a business that uses clear and accurate advertising may receive a higher rating than a business that engages in deceptive or misleading advertising practices.

Here's a table that outlines the BBB's rating points and their corresponding weights:

— BBB's Rating Scale

The BBB's rating scale is the system that the organization uses to assign ratings to trustworthy businesses based on their performance across the various rating points. The scale ranges from A+ to F, with A+ being the highest rating and F being the lowest, just like in school. The BBB's rating scale is designed to provide a clear and accurate assessment of a business's overall quality, taking into account both its strengths and weaknesses. 

Here's a table that outlines the BBB's rating scale:

Benefits of BBB Reviews for Law Firms

BBB reviews offer numerous benefits for law firms, enhancing their credibility and building client trust.

— Enhanced Credibility

Positive BBB reviews can help law firms build trust with potential clients by showcasing their strengths and highlighting their commitment to providing high-quality legal services. These reviews provide valuable social proof, demonstrating that other clients have had positive experiences with the law firm and encouraging potential clients to do the same.

Moreover, BBB reviews can give law firms a competitive edge in the legal market. With so many law firms vying for attention, positive BBB reviews can help a law firm stand out from the crowd and attract new clients. By showcasing their strengths and addressing any weaknesses, law firms can build a strong reputation in the legal market and position themselves as leaders in their field.

— Increased Client Trust

Building trust with potential clients is paramount for any law firm, and positive BBB reviews are instrumental in achieving this. When prospective clients read glowing reviews and see high ratings, they feel more confident in the firm's ability to handle their legal matters effectively. This trust is not just about attracting new clients; it also helps in retaining existing ones. Moreover, a strong BBB presence can give a law firm a competitive edge in the crowded legal market. Clients are more likely to choose a firm that has demonstrated its reliability and excellence through consistently positive feedback.

— Dispute Resolution

The BBB also assists in resolving client disputes, providing a platform for clients to file complaints and law firms to respond and resolve issues. This process demonstrates a law firm's commitment to addressing client concerns and maintaining a high level of customer satisfaction.

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Criticisms of BBB Ratings

While the BBB claims to be a mutually trusted intermediary between consumers and businesses, it has been accused of having a conflict of interest due to its funding model. As the BBB receives most of its revenue from businesses in the form of corporate memberships, there is an argument that the organization is biased in favor of paying members.

Criticizing the BBB's lack of independence, some have noted that receiving funds from member businesses may result in a conflict of interest, with paying members seemingly more likely to receive higher ratings. This has led to claims that the BBB accreditation process is little more than a "pay-to-play" scheme, where businesses can buy their way to a good rating or be penalized for refusing to pay.

An investigation by CNN in 2015 found that some businesses, including HCR ManorCare, had managed to obtain high BBB ratings despite facing serious regulatory actions or even fraud allegations. This led CNN to conclude that the BBB's rating system was deeply flawed, with grades seemingly arbitrary and subject to erratic change. The investigation also found that consumer lawsuits were not factored into a company's grade, which damaged the credibility of the BBB's ratings.

Filing a BBB Complaint

If you have a problem with a business, you can file a complaint with the Better Business Bureau (BBB). The BBB acts as an intermediary between consumers and businesses. This process is free and can be done online.

Before you begin, ensure you've contacted the business in question first to attempt a resolution. You should also have the relevant documentation on hand. This could be documents related to your issue or a record of attempts to resolve the problem.

To file a complaint, visit the BBB website and select "File a Complaint". You'll be asked to detail the nature of your complaint, as well as provide your personal information. The BBB will then forward this complaint to the business within two business days.

Businesses have 14 days to respond to the complaint. You'll receive a copy of their response, or a message stating that no reply was received. If the BBB doesn't hear from the business, they'll send a second request. You should hear back about the complaint within 30 days.

At this point, the BBB may offer mediation or arbitration services to help resolve the dispute. These services vary across regions, so be sure to check with your local BBB office. If the business responds to the complaint and you remain dissatisfied, the BBB may request a further response from them.

Once a complaint is closed, it may be publicly visible on the BBB's website for three years. The BBB assigns each case one of the following closing statuses:

• Resolved = The issue was resolved to your satisfaction
• Answered = The business addressed the complaint but you didn't accept their response or didn't indicate your satisfaction
• Unresolved = The business responded but didn't make a good faith effort to resolve the issue
• Unanswered = The business didn't respond
• Unpursuable = The BBB couldn't locate the business

Is BBB Rating Reliable?

If you're wondering "How reliable is BBB?" it's important to consider both the strengths and limitations of their rating system. The Better Business Bureau's ratings are a useful indicator of a business's reliability and trustworthiness—but only to an extent. While the BBB is a valuable resource for sizing up businesses, its ratings have come under fire, leaving many to question how reliable they really are.

The BBB's conflict of interest as we have detailed above has been the source of much criticism. As the BBB receives most of its revenue from businesses in the form of memberships, there's an argument that the organization is biased in favor of paying members. This leaves a big question mark on the reliability of the platform.

Final Thoughts: Is a BBB Rating Good for Lawyers?

A BBB rating can be a valuable asset for law firms. It offers potential clients a quick snapshot of a firm's reliability and business practices.

A good rating can boost credibility and trust, which are crucial in the legal field. However, it's not the only factor that matters.

Law firms should view their BBB rating as part of a broader reputation management strategy. While a high rating can attract clients, it's the quality of legal services and client care, as well as a strong marketing plan, that will ultimately determine a firm's success. Lawyers should strive for excellence in all aspects of their practice to grow their business. Pair these efforts with a comprehensive digital marketing strategy. 

Grow Law Firm is a trusted professional that can complement a good BBB rating with digital marketing strategies, including law firm SEO, attorney PPC services, and web design to enhance your firm's visibility and appeal online. We can tailor these strategies to highlight your firm's strengths and attract your ideal clients. Contact us today to learn how our digital marketing expertise can help your legal practice thrive in the competitive industry.