- Avvo is a lawyer directory and rating service that also provides a number of consumer resources, including lawyer Q&A. Learn more about Avvo.
- FindLaw is a legal directory that also provides a number of consumer resources. Learn more about FindLaw.
- Justia is a lawyer directory that offers both free and premium listings. The site also has a number of consumer resources, such as a database of statutes and cases. Learn more about Justia.
- Lawyers.com is a lawyer ratings and directory platform that is tightly integrated with Martindale-Hubbell, a longtime peer review attorney rating service. Learn more about Lawyers.com.
- LegalMatch is a lawyer directory that attorneys pay a monthly membership fee to be a part of. In turn, LegalMatch handles some client intake duties so that lawyers can easily choose which potential clients to respond to. Learn more about LegalMatch.
- LegalZoom is a lawyer directory with two types of attorney networks—plan attorneys and local attorneys—that connect legal consumers with lawyers. Learn more about LegalZoom.
- Martindale Hubbell is a lawyer directory that emphasizes peer and client reviews and provides additional marketing tools. Learn more about Martindale-Hubbell.
- Nolo is a lawyer directory that also has a number of do-it-yourself consumer resources, including books, articles, and software. Learn more about Nolo.
- Super Lawyers, powered by Thomson Reuters, is a lawyer rating service and directory that highlights no more than 5 percent of the attorneys in each state. Learn more about Super Lawyers.
Lawyer ratings and lawyer directories are everywhere. Some are free, some list lawyers and firms automatically, some feature lawyer reviews, and some charge fees, either for inclusion or for featuring your profile more prominently. It can be a challenge to try to determine which services are right for you. Consider these factors when deciding which one to choose.
- Use Google to check the website’s rankings for various high-volume legal keywords that your clients are likely to use. Try this formula to determine what your potential clients are probably looking for: “Best + Jurisdiction + Practice Area + Lawyer”. This will provide a very rough estimate of how much relevant traffic it receives.
- View the current lawyer ratings or lawyer directory listings or landing pages for law firms in your fields of practice and geographic location. Will you be “buried” under a number of other firms in the lawyer directory?
- For lawyer directories, check the information listed. Listings should at least provide a phone number, email address, and website link.
- Assess how easy or difficult it will be to track potential clients who come from the directory or lawyer ratings service.
- Contact an existing law firm subscriber to the directory that you are considering. Ask them how many visitors, leads, and new clients the lawyer directory has produced for their firm in a given time period. Estimate the cost per visitor, lead, and client.
While the above factors can give you an idea of whether a particular service will work for you, the only way to be sure is to give it a try and measure its performance for your firm.
Measuring Performance for Your Firm
Just like all forms of advertising, lawyer ratings services and lawyer directories will perform differently for different law firms. While one firm may get a great return on investment (ROI), another may experience losses. There is simply no substitute for measuring the specific performance for your firm.
To measure the performance of a lawyer directory or lead-generation service for your firm, use a dedicated tracking phone number and tracking links for your listing in the directory so you can use a web analytics program to measure visits, leads, and clients generated from your listing.
After a month or so, calculate the cost per visitor, lead, and client. If they exceed your ROI, try another service or a different marketing strategy.
Below are links to more information, including our best-fit judgment for each product.