AVVO Ratings for Lawyers

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AVVO Ratings for Lawyers

What is an AVVO Rating you ask?

Whether you know about it or not, as a lawyer, either solo or part of a law firm, you most likely have a profile on Avvo.com. Which then means you have an Avvo Rating. Which if you dont know about it, then you cant possibly update it or do anything to really enhance it.

Avvo.com is an online law firm directory that rates lawyers with a score from 1-10 based on Avvo’s own proprietary algorithm.  You always will see a lawyer with the logo of AVVO and 10, makes me think of Bo Derek in 1979!  10, 10 and more 10’s. It does look good for sure on the lawyer website, having a 10 like that says hey Im really good.    So if you have it, flaunt it!

These ratings are published in Google, Yahoo!, and Bing search results when people search for attorney’s names. The the rating is meant to give insight to consumers who are doing research to find a lawyer.

Here is the range of Avvo ratings and their designation:

10.0 – 9.0Superb
8.9 – 8.0Excellent
7.9 – 7.0Very Good
6.9 – 6.0Good
5.9 – 5.0Average
4.9 – 4.0Concern
3.9 – 3.0Caution
2.9 – 2.0Strong Caution
1.9 – 1.0Extreme Caution


It seems like most lawyers who dont claim a listing and do anything to enhance it will start off around the 6.5 – 6.9 range.  Then the more you can do to update the profile and add info to it, as well as photos, videos and reviews. 

Why is Having a High Avvo Rating Important?

Many attorneys we work with have the opinion that Avvo’s ratings are unreliable. They aren’t wrong.  **From Juris Digital Site     (I always thought this exact same thing, that these rankings arent really fair and why if your a lawyer, you need to take time to follow all these tips and get a leg up on the bigger boys.

We’ve seen many cases where an attorney with an otherwise stellar professional reputation fails to achieve an above average Avvo Rating simply because she never took the time to claim and complete her Avvo profile.

We find this common anecdote problematic as it demonstrates why we and other attorneys believe that the reliability of Avvo’s attorney ratings is, at best, questionable.

What we do also know is that Avvo received $71.5 million in funding in July 2015, and stated explicitly their goal to “increase Avvo brand awareness through continued marketing initiatives”.

Translation: Avvo’s audience is big and getting bigger.  *** SO you must as a lawyer basically play ball!  Its worth it and you want to do everything you can to get quality links from LEGAL sites, THIS is a pretty good link.

How Is the Avvo Rating Calculated?

According to Avvo.com:

The Avvo Rating is calculated using a mathematical algorithm that evaluates the information in your profile. If it’s not in your profile, then we don’t know about it, and if we don’t know about it, then we can’t give you credit for it. Adding relevant information (the more current, the better) to your profile can translate into points toward your rating.

Over the past five years I have helped many attorneys improve their Avvo Rating. Here, I’d like to share my insights into what works, and what doesn’t, for increasing an Avvo Rating.

While there is no guarantee that Avvo won’t change their algorithm in the future, I have never seen an attorney’s Avvo Rating decrease, with the exception of those who have been disciplined by their state bar.

Are There Other Benefits to Having a High Avvo Rating?

A high Avvo Rating will help you to rank well in the top Avvo results for your city + practice area descriptor, which could result in an increase in contacts from potential customers.

PLUS It looks good when you show your a 10 of 10 from a bigtime legal name like AVVO.  I dont know if its that big of a deal but it no doubt does look good and for sure can assist in helping your AVVO results.  Anyway you look at it, you almost have no choice here but to try and make your online lawyer presence as clean as possible. I mean if your going to worry about Google and Yelp, you cant then just have an AVVO rating of 6.5.  Right?

AVVO for Lawyers would fall under the category of Legal Directory consulting for Attorneys.  Contact us today at 630-393-0460 or fill out the online contact form for a FREE Lawyer website analysis. 


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