The Avvo Rating is a 1–10 score that gives potential clients an instant, easy‑to‑grasp snapshot of your professional background based on the factors legal consumers say they trust most: experience, recognition, and disciplinary history. It pulls those details into one clear metric so prospects can quickly see how you stack up.
How the rating helps your practice
Most clients will pair the rating with referrals, reviews, and your website. A strong Avvo Rating on a claimed profile becomes a visible, third‑party credential right where prospects are already looking.
This means you can:
- Get in front of consumers who have never heard your name before
- Reinforce your reputation for people who arrive through word‑of‑mouth
- Highlight your reputation and engagement in the legal community
Your basic profile and rating are free. You don't need to advertise or subscribe.
A mathematical model, applied consistently
The Avvo Rating cannot be bought. The Avvo Rating is driven by a mathematical model that applies one set of standards to every attorney, regardless of firm size or whether they buy any services. The model was developed with input from hundreds of attorneys, thousands of consumers, and other legal professionals who understand what legal representation involves.
The Avvo Rating cannot be gamed. Because the system needs to be fair, we don't publish the exact weights or formulas used in the model. That confidentiality helps prevent gaming and protects the integrity of the system.
Frequently asked questions
What does the Avvo Rating evaluate?
The Avvo Rating uses a 1–10 scale and is based on your professional background as reflected in your profile and public records.
The formula weighs information such as:
- Experience and background: Years licensed, work history, education, and credentials
- Recognition and contributions: Awards, publications, speaking engagements, bar and industry recognition, and peer endorsements
- Disciplinary history: Actions reported by state bars and regulatory agencies
Any information that can influence your rating is visible on your profile.
Where does the data for the rating come from?
To build your rating, we use:
- Public data from bar associations, courts, and regulatory agencies
- Other publicly available online sources
- Information you add or confirm when you claim and update your profile
We automatically create profiles for the vast majority of licensed U.S. attorneys we are able to locate, and then update them as we collect additional public information. When you claim your profile, you can correct errors, fill gaps, and add achievements that may not show up in public databases.
How can I strengthen my Avvo Rating?
You cannot buy a higher Avvo Rating, but you can make sure it reflects your full background by keeping your profile accurate and complete. Helpful steps include:
- Claim your profile
- Complete your profile with experience, education, and practice areas
- Add awards, publications, speaking engagements, and bar activities
- Request peer endorsements from attorneys who know your work
- Verify your bar and court records are accurate
- Review your profile periodically
For more information, visit How can I increase my Avvo Rating?
What do the numerical ratings mean?
The Avvo Rating ranges from 1.0–10.0 and is grouped into these categories:
| 10.0 – 9.0 | Superb |
| 8.9 – 8.0 | Excellent |
| 7.9 – 7.0 | Very Good |
| 6.9 – 6.0 | Good |
| 5.9 – 5.0 | Average |
| 4.9 – 4.0 | Concern |
| 3.9 – 3.0 | Caution |
| 2.9 – 2.0 | Strong Caution |
| 1.9 – 1.0 | Extreme Caution |
These labels are designed to give consumers a quick sense of where an attorney's background falls before they explore the details.
What does the Avvo Rating not evaluate?
No numerical system can capture everything about lawyering. The Avvo Rating does not directly measure:
- Your actual legal skill or strategy on a specific case
- Case outcomes or likelihood of success
- Personality or communication style
- The personal fit between you and a particular client
Those dimensions are better reflected in client reviews, conversations during consultations, referrals, and the day‑to‑day work you do. The rating is meant to be one helpful signal—not the full story of your practice. We display your rating and client reviews separately because each tells a different part of your story.
Does advertising with Avvo affect my Avvo Rating?
No. Advertising, premium products, and other paid services do not influence your Avvo Rating. The score is based on data in your profile and public records, regardless of whether you have ever purchased anything from Avvo—or will ever purchase anything from Avvo.
Why doesn't Avvo share the full formula?
We disclose the types of information that matter, but not the exact weights or thresholds. Keeping the precise model confidential helps discourage attempts to manipulate the rating. Every factor that influences the score is visible on your profile and ratings update as new data arrives.
Do client reviews affect my Avvo Rating?
Client reviews are very influential for people considering hiring you, but they are not a direct input into the numerical rating. We deliberately separate the rating (focused on background and professional factors) from client reviews (focused on client experience) so users can see both perspectives clearly.
Do peer endorsements affect my Avvo Rating?
Yes. Peer endorsements can influence your rating because they signal how other attorneys view your skills and experience. They are one factor among many; they support the overall picture but do not determine your rating on their own.
Why did my Avvo Rating change?
Ratings can change for reasons such as:
- New or updated public data is added to your profile.
- You update your profile with new information.
- Previously unverified data is confirmed.
- We revise how the model weighs certain factors.
- Recent information tends to carry more weight than older items.
What if I don't have an Avvo Rating?
We do not display a rating when:
- There isn't enough information to generate one
- The profile has not been claimed
- The attorney is serving as a public official
- You qualify to have your rating hidden and have requested that it not be shown
Can I remove the Avvo Rating from my profile?
If you aren't seeking clients through Avvo and have no disciplinary history, you can request that your numerical rating not be displayed. If approved, your profile will show "Avvo Rating Not Displayed."
Will Avvo change my rating if I ask?
We do not manually adjust ratings on request. Because your rating is generated by a model applied consistently to all attorneys, the way to influence it is by ensuring your profile and public records are accurate and complete. If you believe your profile contains an error, the best path is to correct the underlying data—either by updating your profile directly or working with the relevant bar or agency to fix the public record.