Incase you didn’t hear the news, On October 3, 2024, Thomson Reuters announced that it had entered into a definitive agreement to sell FindLaw to Internet Brands, pending regulatory approvals.
Internet Brands, known for its large portfolio of digital properties, also owns major legal marketing platforms such as Avvo, Nolo, and Martindale.
This move marks another consolidation in the legal marketing industry, creating ripples that law firms should take note of.
What This Means For You (If You’re With Findlaw)
If you work with one of the Thomson Reuters brands such as Findlaw or Superlawyers, now may be a good time to revisit your digital marketing initiatives.
We have heard consistently over the years from disgruntled Findlaw & Internet brands customers that they are not getting a positive return on their investment.
Meaning they are spending money but not seeing more money back.
One problem could be that Internet Brands is a massive conglomerate with interests across multiple industries, including legal, healthcare, and automotive. And instead of caring about how an individual firm performs with their services, they care about raising the stock price (more subscriptions)
This acquisition raises concerns for law firms that are serious about signing more high-value cases and growing with a strong return on investment.
At Juris Digital, we have seen a growing number of clients coming to us after feeling frustrated with other platforms, seeking effective strategies that actually yield results.
The Problem with Internet Brands and the Acquisition
Several years ago, I conducted a study, and I’m currently working on an updated version about how Avvo works in terms of a strong platform for law firms to advertise on.
The results were not good.
We heard consistently from attorneys that advertising with Avvo rarely produced a positive return on investment. In fact, many attorneys were locked into long-term contracts, spending large sums with no significant return on their spend.
This quote from a recent Reddit thread on the matter kind of sums up one attorney’s experience: “It’s crap. I had it for a year and got nothing from it” (Source: Reddit)
The lack of results and rigid contracts created frustration for many law firms, something we continue to hear today.
But the results were not just with Avvo. When we looked at their other brands like Nolo (a lead generation offering) we got feedback like: “Tried them twice and both times it was garbage.”.
Needless to say, I have concerns when small law firm owners are baited with the promise of great leads but left with a product that seems to deliver a poor ROI.
And it doesn’t stop there.
Another brand Thomson Reuters owns is Super Lawyers. As a rating system, we respected their credibility, but the fees were exorbitant for top spot sponsorships, often locking attorneys into long-term contracts.
A study I conducted in 2024 showed that these sponsored listings had limited value, particularly for personal injury clients.
In many cases, the listings were sold multiple times in the same market, meaning law firms had to rotate spots, further diminishing visibility.
Additionally, the pages ranking for Super Lawyers received relatively low traffic and ranked for few meaningful keywords.
If you advertise with them I encourage you to check your CRM and understand which leads came from there that turned into signed cases.
What to Consider if You’re Thinking of Leaving FindLaw
If you’re considering leaving FindLaw, there are some critical questions to ask.
One important factor is whether you can take your website with you.
In recent years, FindLaw migrated to WordPress, making it easier to transition if you’re on the newer platform. Which I do applaud them for.
However, if your site is still on an older version, you’re likely to face significant challenges in retaining your existing site.
Honestly, if the purpose of your website is just a business card and you don’t want website leads or to have an online reputation that stands out from other firms in your market, Findlaw may be a great choice.
But for firms who want to attract the best high value cases, great referrals, grow, tell their story, and truly stand out in their market you should consider another digital marketing agency.
Frustrated with Lack of Results? Juris Digital Has the Answer
Many law firms are frustrated by digital marketing that hasn’t delivered the results they need.
At Juris Digital, we break through where others have failed, using advanced search marketing and SEO strategies rooted in timeless marketing principles to help firms attract better cases and achieve measurable growth.
Unlike Martindale or other Internet Brands-owned platforms, where you might feel like just another cog in a large machine, Juris Digital takes a different approach.
We don’t believe in aggressive sales tactics or one-size-fits-all solutions.
We focus on tailored strategies that help attorneys sign more high-value cases.
Our mission is to work as an extension of your law firm, delivering true value and real ROI through a collaborative and customized strategy.
Make the Right Choice for Your Firm
Switching from FindLaw or evaluating alternatives can feel like a big decision, but it’s an opportunity to position your firm for growth and success.
With the Internet Brands acquisition, there’s even more reason to evaluate what’s best for your firm.
At Juris Digital, we care about your growth and are committed to helping you sign more high-value cases and achieve long-term success.
Sources:
https://www.reddit.com/r/LawFirm/comments/own44b/is_avvo_worth_it/