FindLaw
FindLaw is a private US-based digital marketing services provider exclusively serving 17,000+ law firms with SEO, web design, PPC, content, social media, and directory advertising, anchored by a proprietary legal directory network attracting 9 million monthly visitors.
- Company typePrivate
- Founded2001
- HeadquartersEagan, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What FindLaw does
FindLaw is a private, US-based digital marketing services provider headquartered in Eagan, Minnesota, operating exclusively in the legal vertical. Founded around 1995-2001 (the firmographic record lists 1995 while internal company materials reference approximately 25 years of operation suggesting circa 2001), FindLaw employs between 1,001 and 5,000 people and reports a customer base of 17,000+ law firms ranging from solo practitioners to large enterprise practices. The company offers a comprehensive suite of marketing services including website design and development, search engine optimization, pay-per-click advertising, social media management, content marketing, legal directory advertising, reputation management, and client intake services.
The platform is anchored by a proprietary legal directory network comprising FindLaw.com, SuperLawyers.com, Abogado.com, and LawInfo.com, which collectively attract approximately 9 million monthly visitors. Core proprietary technology includes the INSIGHT performance analytics dashboard and the Authority Suite, a verified authority profile management product that synchronizes attorney presence across the directory network and is positioned for AI-driven search visibility. FindLaw monetizes through subscription-based bundled packages billed monthly, with pricing quote-based rather than publicly disclosed. Go-to-market combines an enterprise field sales motion for larger firms with an inside-sales motion (ZIP Code-based consultant routing) for SMB and solo practitioners. The company holds no disclosed funding rounds, no parent company, and reports no M&A activity, consistent with a mature, privately-held operating business.
FindLaw firmographics
Firmographics- Name
- FindLaw
- Legal name
- FindLaw
- Website
- https://lawyermarketing.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- FindLaw is a private US-based digital marketing services provider exclusively serving 17,000+ law firms with SEO, web design, PPC, content, social media, and directory advertising, anchored by a proprietary legal directory network attracting 9 million monthly visitors.
- Ownership category
- akta.pro rank
FindLaw industry classification
Industry- Product category
- Legal Marketing Services
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Search Engine Marketing (SEM) / Paid Search (PPC) (BPAFACAA)
Keywords
Where FindLaw is headquartered
LocationHeadquarters
- HQ city
- Eagan
- HQ country
- United States
- HQ region
- North America
Markets served
FindLaw business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Marketing Services Subscription: FindLaw generates revenue through recurring subscription fees for its suite of law firm marketing services including website packages, SEO, PPC advertising, social media management, content marketing, and directory advertising. Services are sold as bundled packages with ongoing retainer-style arrangements.
- Directory Advertising: Revenue from legal directory advertising placements across the FindLaw network of legal websites including FindLaw.com, SuperLawyers.com, Abogado.com, and LawInfo.com.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom quote-based packages |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
FindLaw product offering
Product offeringCore offering
FindLaw is a full-service digital marketing agency exclusively serving attorneys and law firms. It delivers website design, SEO, PPC advertising, social media management, content marketing, legal directory advertising, reputation management, and call answering services as bundled subscription packages, powered by the proprietary INSIGHT analytics platform and an owned legal directory network of over 9 million monthly visitors.
Product overview
FindLaw is a law firm marketing platform providing a comprehensive suite of services exclusively for attorneys and law firms. The portfolio consists of core products (Authority Suite, Website Packages, and the INSIGHT Performance Analytics Dashboard) alongside various add-on modules including SEO, Pay Per Click advertising, social media, content marketing, Spanish language solutions, reputation management, and client intake services. The platform is anchored by FindLaw's legal directory network including FindLaw.com, SuperLawyers.com, Abogado.com, and LawInfo.com, which collectively drive over 9 million monthly visitors. The offering architecture combines website/brand building tools with client acquisition channels and performance tracking capabilities into a unified marketing solution for law firms.
Differentiator
Problem solved
Functional benefit
Brands
- SuperLawyers: Directory of U.S. attorneys with the exclusive Super Lawyers rating and marketing solutions for law firms.
- Abogado.com
- LawInfo.com
- INSIGHT
- Authority Suite
Products and services
- Authority Suite Verified authority profile management service that scales FindLaw credibility across the full legal network, ensuring clients and AI see one consistent, trusted profile across FindLaw's directory properties.
- Website Packages Website design and development packages for law firms, featuring award-winning designs built on best-in-class SEO foundations, sold as bundled marketing solutions.
- Local Optimization SEO Local search engine optimization services designed to improve law firm visibility in local search results, delivered as part of FindLaw's marketing subscription packages.
- Legal Directory Advertising Advertising placements on FindLaw's owned legal directories to increase attorney and law firm visibility among potential clients searching for legal services.
- Pay Per Click Advertising Managed PPC advertising campaigns for law firms across search engines, with click-based pricing and campaign management by FindLaw's digital marketing team.
- Super Lawyers Directory and Marketing Solutions Super Lawyers directory of U.S. attorneys featuring the exclusive Super Lawyers rating system, with magazine advertising and marketing solutions that generate credibility and inbound calls for law firms.
- Social Media Services Social media marketing services to help law firms build audience and connect with potential clients across social platforms, delivered as part of FindLaw's bundled marketing packages.
- Content Marketing Blog and content creation services designed to grow law firm credibility and engage with desired clients through well-researched legal content, bundled within FindLaw's marketing subscriptions.
- Spanish Language Solutions Spanish-language marketing solutions for law firms targeting Spanish-speaking clients, including access and promotion through the Abogado.com directory.
- Attorney Ratings and Reviews (Reputation Management) Platform for managing attorney ratings and reviews to build and maintain law firm credibility online as part of FindLaw's marketing offering.
- Client Intake Services (Call Answering and Web Chat) Call answering services and web chat functionality that help law firms connect with potential clients and manage client intake, sold as a standalone service in FindLaw's portfolio.
- INSIGHT Performance Analytics Dashboard Performance analytics platform that presents marketing performance data in a consistent framework, allowing FindLaw subscribers to track metrics and trends of their marketing programs in a unified dashboard.
Quantifiable outcome
- Directory visitors are 3x more likely to contact a firm than visitors referred by Google
- +1 more outcomes
Companies that use FindLaw
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles3 records
FindLaw technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
FindLaw partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Super LawyerscoreSuper Lawyers is a key component of FindLaw's legal directory network. It features an exclusive Super Lawyers rating system and is marketed as the number one source of credibility in the legal industry. FindLaw offers Super Lawyers marketing solutions as part of its service offerings, including magazine advertising and directory listings that generate significant client leads for law firms.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
FindLaw competitors and assessment
Company assessmentDirect peers
- Justia: Justia operates a large free legal information portal and offers law firm marketing services including directory listings, websites, and blog syndication, directly overlapping with FindLaw's directory and content offerings.
- Martindale-Avvo: Martindale-Avvo is the closest direct competitor to FindLaw, operating long-standing legal directories (martindale.com, lawyers.com, avvo.com) and offering law firm marketing services including websites, SEO, PPC, and directory advertising — overlapping on nearly every product line.
- Nolo: Nolo is a legal information and directory site that also markets attorney services, comparable to FindLaw in combining consumer-facing legal content with attorney directory and marketing solutions.
- Scorpion: Scorpion is a leading legal-vertical digital marketing agency offering websites, SEO, PPC, content, video, and intake for law firms, competing head-to-head with FindLaw on bundled marketing solutions for SMB and mid-market practices.
- LawRank: LawRank is a law-firm-specialized SEO and PPC agency serving personal injury and other practice areas, directly competing with FindLaw on the search marketing portion of the legal marketing stack.
Broad incumbents
- HubSpot: HubSpot is a broad marketing automation and CRM platform used by some law firms; while not legal-specific, it competes for the same marketing budget dollars against FindLaw's bundled services.
- Thomson Reuters: Thomson Reuters is a broad legal-industry incumbent offering practice management, research, and marketing-adjacent tools; its FindLaw sister-brand connection and overall legal footprint make it a strategic comparable.
Emerging players
- Clio: Clio is the leading cloud legal practice management platform and increasingly offers client intake and CRM features, competing with FindLaw on the client acquisition/intake side of law firm workflows.
- Custom Legal Marketing: Custom Legal Marketing is a boutique agency specializing in SEO and web design for law firms, overlapping with FindLaw's website and SEO offerings but with a narrower service footprint.
Others
- LegalZoom: LegalZoom is a consumer-facing legal services platform that drives significant online legal-intent traffic; it is adjacent rather than directly competitive, but competes for the same consumer attention that FindLaw's directories monetize.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
FindLaw social profiles
Digital presenceFindLaw financial estimates
Financial estimateRevenue estimate
Valuation estimate
FindLaw leadership team
Management profileNumber of profiles
FindLaw funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FindLaw M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FindLaw
What does FindLaw do?
FindLaw is a full-service digital marketing agency exclusively serving attorneys and law firms. It delivers website design, SEO, PPC advertising, social media management, content marketing, legal directory advertising, reputation management, and call answering services as bundled subscription packages, powered by the proprietary INSIGHT analytics platform and an owned legal directory network of over 9 million monthly visitors.
Is FindLaw a public or private company?
FindLaw is a private company. It is classified as unknown and is currently operating.
When was FindLaw founded?
FindLaw was founded in 2001. It employs 1,001 to 5,000 people.
Where is FindLaw based?
FindLaw is headquartered in Eagan, United States, in the North America region.
How does FindLaw make money?
Two revenue lines are on record. Marketing Services Subscription is the primary driver. The others are directory Advertising.
Who are FindLaw's main competitors?
Direct peers on record are Justia, Martindale-Avvo, Nolo, Scorpion and LawRank. Broad incumbents are HubSpot and Thomson Reuters. Emerging players are Clio and Custom Legal Marketing. LegalZoom is listed as an others.
Does FindLaw have an API?
No public API is recorded for FindLaw.
What industry is FindLaw in?
FindLaw's product category is Legal Marketing Services. Its primary akta.pro industry code is BPAFACAA, Search Engine Marketing (SEM) / Paid Search (PPC). Its SIC code is 7310.