A few months ago, I stumbled upon a website called AVVO, pronounced, “ah-vo”. According to the “About Us” on its website, “Avvo empowers consumers by rating doctors and lawyers, and having these real professionals answer their questions — all for free. Avvo profiles contain helpful information including experience, background, disciplinary history, and reviews from patients and clients.”
Each attorney is given a rating of 1-10, although some are rated as “no concern.” The rating is calculated using “a mathematical model that considers elements such as years of experience, board certification, education, disciplinary history, professional achievement, and industry recognition — all factors that are relevant to assessing a doctor or lawyer’s qualifications.”
I’ve done so for two reasons: clients and prospective clients. Point in fact, over the past several weeks I have spoken with several clients who have referred to my AVVO rating as a reason for their contacting me.
Why? Because when they saw my legal advertisement or were recommended my services by a friend, they searched me online. Guess what? My AVVO profile is one of the first results on the search, and unlike the other results, it has a rating system that is visually attractive to prospective clients.
While some attorneys may be skeptical of a rating system, particularly the indices that construct the model, I would point out that clients are not. With a professional look and several attorneys appearing to endorse the website through their participation, clients have little choice but to believe AVVO is an accurate assessment of an attorney’s skill.
Whether that conclusion is accurate is questionable. What’s not, at least in my situation, is the fact that clients are examining my profile and determining whether I can serve their needs. For that reason and that reason alone, I will continue to update my AVVO profile.