A study by Northwestern University suggests that having at least five good reviews can increase conversions by up to 270 percent.

But what makes a good review?

In this post, we’ll discuss the specific elements of a review that are likely to influence a potential client into becoming a paying client.

Good reviews give specific details.

A helpful review is specific: It highlights how you helped your client and how you went above and beyond the client’s expectations. Potential clients want to know more than that you provided the expected service admirably. They want to know specifics about how you impacted the outcome of the subject’s case or matter.

Good reviews are neither too short … or too long.

Studies show that users are less likely to trust reviews that are only a few words long. In order for your review to have efficacy with the reader, it needs to be long enough to convey an easily understood narrative.

However, readers tend to stop reading beyond the first few sentences. Reviews that go on for multiple paragraphs will most likely be skimmed. This can water down their potential impact.

Good reviews mention you or your staff by name.

Readers are more likely to trust a review if it specifically cites an individual. Reviews that specifically mention you (or your staff) by name will resonate more with potential clients than those that do not.

Good reviews often include a recommendation.

Readers are more likely to trust a review that includes a recommendation by the author. Any review that includes a sentence that says “I strongly recommend” or “I will use the firm again if I ever need legal services” tends to carry more weight than those that do not.