Avvo Ratings – Do They Matter?

By on February 9, 2012 in Reputation Management

I will start with the disclaimer that this post is a little self-serving. I am a guest blogger for Avvo, and I am about to tell you a short story about why your Avvo rating matters. My firm was recently retained to handle a large commercial real estate dispute in Colorado. While we have attorneys licensed in Utah (where we are based), California, New York, Idaho, Arizona, and Texas, we do not have anyone licensed in the Centennial State.

So we did what any lawyer in a similar position would do; we started a search for local counsel. I told one of our associates to find someone in Colorado that was reliable, affordable, and that we could trust. He went to our alumni network page (we happen to share the same law school) and found several names. After narrowing the field down to three, he called each and discussed our needs. He then came back to my office and the following conversation ensued:

Me: Did you find us local counsel? We need to get this Answer/Counterclaim filed ASAP.

Associate: I talked with three different attorneys, all of whom are willing to serve as local counsel and get this filed today.

Me: Okay, so who are we going with?

Associate: Well, I looked these guys up on Avvo, and these two had rankings in the sixes. On the other hand, this attorney’s rating was almost nine; I think we should go with him.

Me: Who is going to cost more? (Obvious question coming from a partner, no?)

Associate: They are all pretty close.

Me: Okay. Let’s go with the nine.

Mind you, this associate does not know that I am a guest blogger for Lawyernomics on Avvo, does not know that I frequently answer questions in Avvo’s Q&A, and does not know that I will be speaking at Avvocating 2012. For whatever reason, Avvo.com was his go-to source for determining the skill, experience, and reliability of our local counsel.

I have always given some attention to my Avvo rating. Following that experience, you can be sure that I will do so even more.

For more information on Avvo ratings, check out Avvo’s What is the Avvo Rating? page. And for those of you who have not signed up with Avvo, I suggest you do. It has been independently confirmed (to me) that other attorneys are using it.

About the author: Tyson B. Snow is a founding partner at Mumford West & Snow, LLC, in Salt Lake City. His practice focuses on management-side employment litigation and all facets of tech-related and IP litigation. He regularly presents and writes on the interplay of social media and the law and authors the Social Media, Esq.™ blog. You can follow him on Twitter at: @tysonESQ.


Tyson Snow


Tyson B. Snow is a founding partner at Pia Anderson Dorius Reynard & Moss, LLC, a premier litigation boutique firm in Salt Lake City. His practice involves all areas of federal court litigation with an emphasis in employment litigation, commercial litigation, and intellectual property litigation, including trademark disputes, cybersquatting, copyrights, and other technology related issues. With a background in computer science and significant experience in human resources, he possesses a unique set of skills to help today's employers and businesses. You can follow him on Twitter at @tysonESQ.

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Comments (3)


  1. I think having a presence at Avvo is important. One point is that although I get very few direct calls by the person asking a questions, I have had others read my answers months later and give me a call. Also, other attorneys read my answers and get to know my skill set and expertise. This can only help your web presence and chances of connections down the road.

  2. Ron Burdge says:

    Avvo matters. Both to general practitioners and to niche practitioners and everyone else in between. I have had clients come to me after seeing an answer of mine on Avvo – sometimes a new one, sometimes very old. I have had clients retain me after seeing my ranking and clilent reviews and peer recommendations too. And clients tell me that the Avvo rating is an extremely important part of the “hiring analysis” that they go through because it is quick and easy to understand at a glance. Just as important is the opportunity that Avvo gives attorneys to interact with consumers and businesses who need simple and quick answers to legal questions – without the time or cost of engaging counsel and without the associated risk to the attorney of creating an attorney-client relationship (I can already see the responses coming back on that one). Yes, there is a marketing opportunity present. But the most valuable aspect is probably doing what we all were trained to do and what we all want to do – help people solve problems.

  3. Jacob Regar Jacob Regar says:

    I believe the Avvo.com ratings are important. But, I also believe the ratings — viewed alone — can be a little unrealistic at times. The reason is the rating system seems to place very heavy emphasis on pre-state-bar-admittance experience. A lawyer can seemingly have an “excellent” rating with less than 2-years experience.

    But, as a whole, Avvo.com’s attorney profile pages are so user friendly (very easy to navigate), and really set the mark for online-lawyer-profile templates.

    Potential clients and colleagues can easily sum up an attorney’s work experience, industry recognition and chosen associations. Plus, with the Q&A contribution information conveniently placed in two spots on each lawyer’s profile, the potential client and/or colleague need not look far to ascertain a particular attorney’s practice style and substantive knowledge base.

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