FindLaw

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.

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

Product category

Legal Marketing Services

SIC

Services-Advertising (7310)

akta.pro primary industry

Search Engine Marketing (SEM) / Paid Search (PPC) (BPAFACAA)

Keywords

• Law firm marketing
• Legal directory advertising
• Attorney website design
• Legal SEO services
• Law firm PPC advertising

Headquarters

HQ city

Eagan

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core 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

Named customers5 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Super LawyerscoreGTM or Marketing PartnerSuper 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

Direct 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

• Facebookfacebook.com/FindLaw
• LinkedInlinkedin.com/company/findlaw

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FindLaw