Choose a law firm name that clients can remember, referral partners can say clearly, and your firm can keep as it grows. Start with the three naming approaches below, then test a shortlist before paying for a logo, domain, or website.
Whether you’re an attorney striking out on your own for the first time, or you’re looking to re-brand your existing law firm, you’re probably wondering what should I name my law firm?
A name should help the right clients recognize your firm and help referral partners introduce you. Consider the matters you want to handle and whether the name will still fit as your practice changes.
Below are three law firm naming approaches and the tradeoffs to consider. The examples illustrate branding choices; they do not establish that a proposed name is permitted in your jurisdiction.
Law Firm Name Type #1: Your Name(s) Only
Example: Flusche & Fitzgerald, Attorneys at Law
The first type of law firm name to consider is to simply use your name, or the names of you and your partners. This keeps the attorneys’ names at the center of the brand.
Pros of using your name as your firm’s name:
- Personal brand enhancement. Using your name in the firm name can help clients connect the practice with you personally. This can be a positive, especially if you intend to be particularly involved in the marketing of your practice, or if you are actually going to be the person handling the “lawyering” for your clients.
- Flexibility. If you use your name as your law firm’s name, you allow for flexibility in your service offering. A name without a practice-area descriptor may still fit if you add services; the name itself does not determine which matters you are qualified to handle.
Cons of using your name as your firm’s name:
- Ambiguity. If any given person who is exposed to your firm has never heard of you personally, your law firm’s name may not give them much of an idea as to what it is that you actually do. Furthermore, if you have an especially common name (ie. Matt Green, thanks Mom and Dad), you may face branding challenges associated with competing against others with the same name.
- Accuracy. Before adopting terms such as “& Associates” or “& Partners,” check the professional conduct and firm-name rules in every jurisdiction where you practice. The name should accurately describe your firm.
- Extra explanation. A surname alone may not tell a prospective client which matters you handle. Make your practice areas clear in your website copy and accurate business information.
Law Firm Name Type #2: Your Name(s) + Your Area of Law
Example: Sutliff & Stout, Injury & Accident Law Firm
The second type of law firm name to consider is your name(s) plus a descriptor of your primary area of practice. This option is great for firms who do practice in a specific niche, but still want to include the names of the attorneys in the firm name.
A descriptor such as “Law Group,” “Law Firm,” “Law Office,” or “Attorneys at Law” can help identify a legal practice. Check whether the wording accurately describes your firm and meets the rules that apply to it.
Pros of using your name plus your practice area as your firm’s name:
- Clearer fit. A practice-area descriptor helps a prospective client or referring lawyer recognize the kind of matter you handle before they visit your website.
- Uniqueness. Adding a practice area can help distinguish a common surname, but another firm may use similar wording. Test the full name for confusion rather than assuming the descriptor makes it unique.
Cons of using your name plus your practice area as your firm’s name:
- Length. By using both your name and your practice area you may end up with a name that is not especially short. This may cause issues with memorability and perhaps with logo design as well.
- Inflexibility. By including your practice area in your law firm’s name you do add an element of inflexibility to your brand. If you decide to expand your service offering in the future, you may need to update your firm’s name.
Law Firm Name Type #3: Your Practice Area Only
Example: Workplace Rights Law Group
The third direction you could go with your law firm’s name is to choose not to use your name, and instead just use your primary area of practice to brand the firm.
Pros of using your practice area only as your law firm’s name:
- Service recognition. A practice-area name can make your focus easier to understand. Choose it for clarity and long-term fit rather than a promised search-ranking advantage.
- Clarity. When you use your name only for your law firm’s name, there may be confusion as to what you actually do. If you use your practice area only, the focus is easier to recognize. “Workplace Rights Law Group,” for example, signals a focus on employment matters.
Cons of using your practice area only as your law firm’s name:
- Weak personal branding. If you’ve built up equity in your own name, using your practice area only as your law firm’s name may not carry that recognition forward.
- Room to grow. A narrow practice-area name may become a poor fit if you add other services. Consider the cost of explaining or changing the name before choosing it.
Treat the name as one part of your business plan. Weigh clarity, service fit, and the cost of a future change alongside the work of attracting clients, handling matters, and running the firm.
Check the rules before choosing a name
For a U.S. firm, check the current professional conduct rules in each jurisdiction where the name will be used, along with applicable business-name and entity registration requirements. For example, California Rules 7.1 and 7.5 prohibit false or misleading firm names and inaccurate implications about professional relationships. That is a California example, not a nationwide naming rule. Ask your regulator about a trade name, entity suffix, or wording such as “& Associates” or “& Partners” before committing if its permissibility is unclear.
How to test your law firm name before committing
- Try a referral conversation. Say each candidate aloud and ask someone to repeat it and spell it. Consider how a client would find you after hearing the name once.
- Check for confusion. Search for firms with similar names in your market and practice area. A different spelling may still sound like another firm on the phone.
- Check your rules and registrations. Review applicable bar rules and business registration requirements before adopting the name. A search or available domain is not a legal clearance.
- Check the domain and email. Make sure the address is easy to say, spell, and use. Our guide to choosing a law firm domain name covers that separate decision.
- Plan for the next five years. Would the name still fit if a partner leaves, you add attorneys, or you expand practice areas? An existing firm should also plan how clients and referral partners will recognize the change.
Should you choose a name for Google rankings?
Search visibility matters, but a name is a lasting business decision. Google describes local ranking as mainly based on relevance, distance, and popularity; its prominence section explains how well known a business is. Its Business Profile guidelines require the name to reflect the business as it is consistently represented in the real world; adding unnecessary information can lead to suspension. Use your actual firm name rather than adding search phrases only to your listing.
A domain containing a practice-area phrase also does not guarantee strong rankings. Google’s exact match domain system limits excessive credit for domains designed to match a query. Judge the name by whether clients understand and remember it.
If you are launching or renaming a firm, Juris Digital’s law firm marketing services can help you plan how the name, website, and marketing will work together. Bring your shortlist and the practice areas you intend to serve.
Related law firm branding topics
Last updated:
