A paid LawInfo listing can be worth the cost if it brings your firm inquiries you can serve and signed clients at an acceptable acquisition cost. Ask for a written quote, the exact placement, and a way to connect calls and forms to retained clients before committing. A directory’s reputation or an SEO score alone cannot tell you whether the expense will pay off for your firm.
If you already subscribe, review your own intake records before renewing. If you are considering a new listing, make the decision around your practice area, location, available staff, and total contract commitment. Here is how to evaluate the offer.
What are you buying from LawInfo?
LawInfo is a legal information website and attorney directory. Its terms identify FindLaw and its affiliates as the providers of the website and Lead Counsel Verified designation. A consumer can search for an attorney by legal issue and location, but your proposal should explain exactly where your firm will appear and how someone contacts you.
Ask the representative to show your proposed listing on a phone as well as a desktop. Look at the city and practice-area results, the competing listings around it, and the path from the listing to a call or form. Confirm whether the offer covers one attorney, the firm, multiple offices, or multiple practice areas. Those are different purchases.
Lead Counsel Verified is a separate consideration from advertising placement. LawInfo describes checks involving state bar associations and annual reviews of advertised practice areas and valid bar licenses. Ask how verification applies to the attorneys included in your offer and what you may say about it in your own advertising. Verification does not establish what your firm will earn from a listing.
How much does a LawInfo listing cost now?
Use a current written proposal for your firm. FindLaw’s pricing FAQ says its legal marketing services are customized for individual clients and directs firms to request a quote. That does not establish a universal price for a standalone LawInfo listing. An older price found in an article or search result is not a reliable budget for today’s offer.
Get these details in writing before comparing the listing with another use of your budget:
- Total commitment: Monthly payments, setup fees, taxes, required extras, and the full amount owed over the minimum term.
- Included placement: The directory, cities, practice areas, profiles, and any other products bundled into the quote.
- Contact handling: Where calls and forms go, who receives each inquiry, whether inquiries are exclusive or shared, and how duplicates or unsuitable inquiries are handled.
- Reporting: Whether you can review individual contacts and export the records needed to compare them with your intake system.
- Renewal and exit: Renewal price, notice deadline, cancellation requirements, and what happens to the profile, phone number, and your information afterward.
If LawInfo is part of a larger package, ask for the incremental cost of including it. A single package total makes it difficult to judge the directory separately. Our review of FindLaw’s broader marketing services addresses the wider provider decision.
Should you buy the listing for SEO?
Evaluate the listing primarily as a way for potential clients to find and contact the firm. Accurate contact information is useful to people checking your office and services. It does not make a paid placement a guaranteed improvement in your Google rankings.
Ahrefs Domain Rating and Moz Domain Authority are metrics produced by those tools. They are not your firm’s acquisition results, and a score for LawInfo’s homepage does not show the value of your individual profile. Comparing directories by those scores and price alone leaves the central question unanswered: will this placement bring clients your firm wants?
Google recommends marking paid placements with the sponsored link attribute; nofollow is also acceptable. Its redirect documentation distinguishes permanent and temporary redirects by their canonicalization signals. Neither a link attribute nor a redirect code, considered alone, establishes the business value of an advertisement. Ask your marketing team to inspect the actual profile link if link behavior is part of the sales pitch.
For the broader work of earning relevant links, see our guide to link building for law firms. Keep that work separate in your budget from a directory purchase whose success you plan to measure through inquiries and clients.
Will people looking for your services see the listing?
Inspect LawInfo’s results for the location and legal issues you serve. Ask for reporting relevant to that placement, including the period measured and what the reported numbers represent. Network-wide traffic does not tell you how many people will see or contact your particular firm.
You can also check whether LawInfo pages appear in Google for relevant local attorney searches. Treat that as one observation of visibility, with a date and search location. It does not prove the listing will produce signed clients, and a page’s absence from those results does not rule out visitors arriving through other paths.
The important fit is the work your firm accepts. A high volume of calls about a different practice area, jurisdiction, or fee arrangement can consume staff time without creating suitable matters. Ask how those issues are handled before they become your intake team’s problem.
How do you measure whether the listing pays for itself?
Agree on what a qualified inquiry means for your firm before the listing starts. For example, the person needs help in a practice area and jurisdiction you serve, and the matter meets your intake criteria. Keep total contacts, qualified inquiries, consultations, signed agreements, and opened matters as separate counts.
Record the source of each inquiry, whether the person is new to the firm, the intake outcome, and why you declined a matter when applicable. Reconcile duplicate calls and forms so the same person is not counted twice. Your intake team should also record missed calls and follow-up attempts; otherwise poor follow-up can be mistaken for poor advertising.
- Cost per qualified inquiry: Listing spend for the period divided by distinct qualified inquiries attributed to it.
- Cost per signed client: The same spend divided by clients who signed during the relevant inquiry cohort.
- Staff cost: Time spent answering, screening, and following up, including unsuitable contacts.
Hypothetical example: A firm spends $1,200 over three months and attributes 12 distinct qualified inquiries to the listing. Three become signed clients. The advertising cost is $100 per qualified inquiry and $400 per signed client, before staff time and other costs. These figures illustrate the calculation; they are not LawInfo prices or results.
Judge that $400 against the fees you expect to collect, the cost of doing the work, and your firm’s cash needs. A contingency matter may take much longer to generate a collected fee than a paid consultation or a flat-fee matter. If no clients sign, report the spend and inquiry outcomes; there is no finite cost per signed client to report.
When should you keep, test, or decline LawInfo?
Keep it when your records show suitable clients at an acquisition cost your firm can support, the intake workload is manageable, and the renewal terms remain acceptable. Review the same inquiry cohort long enough to capture your normal decision and fee-collection cycles.
Consider a test when the proposed placement fits your market, you can track outcomes, and the minimum commitment is affordable even if the result disappoints. Set a review date before the cancellation or renewal deadline. A long contract may not offer the flexibility of a short test, so price that risk into the decision.
Decline or renegotiate when the representative cannot clarify the placement or contact handling, the total commitment crowds out more useful work, or your existing records show unsuitable inquiries without enough retained clients. Compare alternative directories and your website using the same criteria rather than assuming either a free listing or a higher-priced product will work better.
Put the directory decision in your firm’s marketing plan
A LawInfo listing should have a defined job and a measurable budget. Your website, local presence, referral relationships, and intake process also need attention. Decide which constraint is preventing the firm from taking on the work it wants before adding another subscription.
Juris Digital publishes this guide and provides marketing services to law firms. If you want help assessing your directory spend alongside your website and organic search program, review our law firm SEO services or Explore Partnership. Bring the proposal and your intake totals so the discussion can start with the decision your firm needs to make.
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