Over the years, we’ve gotten a lot of questions about Avvo. Everything from their ratings to advertising to their platform and more.
Today, we have a question that came in via our new “Ask Uptime” Q&A. Ask Uptime is a new project where we answer reader questions about anything related to legal technology and marketing.
So, let’s talk real quick about Avvo and ratings.
What Goes Into the Avvo Rating?
In case you are unfamiliar, Avvo is a website that contains, among other things, a comprehensive lawyer directory. Whether you sign up for Avvo or not, so long as you are a licensed lawyer, there is a very good chance that there is a profile for you that lists your location and attorney licenses. How do you have an Avvo profile even if you don’t want one? The Avvo machine scrapes public records data to build profiles of all the lawyers it can find.
Beyond that, Avvo also rates lawyers on a scale from 1-10. The rating is based on a “mathematical formula,” says Avvo. A few years ago we did a write-up about what goes into the Avvo rating. The positive components of the rating include things like years of experience, speaking engagements, awards, and peer endorsements. The negative components of the rating largely hinge on ethical violations. Client reviews do not factor into the Avvo rating. It turns out, Avvo’s “mathematical formula” can also be relatively easily manipulated.