Law Firm Advertising: Should You Invest in FindLaw, Avvo, or Martindale?

Ever felt that there’s actually more to these directories than meets the eye? This guide takes you behind the scenes and explains how their ad placement really works—and what you might be missing. We’ll walk you through the pros, cons and some powerful alternatives for growing your online presence beyond directories. By the end, you’ll have a clear sense of how to advertise a law firm to get the best results.

Table of Contents

1. What Are FindLaw, Avvo and Martindale?
2. How Advertising Works on These Directories
3. Benefits of Advertising on Legal Directories
4. Drawbacks to Consider
5. Comparison of FindLaw, Avvo and Martindale’s Offerings
6. Alternatives to Directory Advertising
7. Is Directory Advertising Right for Your Law Firm?
8. So What Should I Do?

Understanding Legal Directories for Law Firm Advertising: What Are FindLaw, Avvo and Martindale?

These directories are designed to help potential clients find lawyers, but they each work a bit differently. Here’s a quick rundown:

• FindLaw: One of the largest and oldest legal directories, targeting clients looking for legal assistance across various practice areas. FindLaw’s primary service is connecting lawyers with people who need legal help through directory listings.
• Avvo: Avvo offers directory listings and attorney ratings based on experience, reviews and endorsements. It’s known for its large consumer base and Q&A feature, where users ask legal questions and attorneys can respond to increase visibility.
• Martindale-Hubbell: Known for its attorney rating system, Martindale-Hubbell has been a trusted name in the legal industry for decades. It offers a directory with both free and paid options to improve visibility, with ratings that can influence client decisions.

How to Advertise a Law Firm on Legal Directories

Each platform offers its own types of ads:

FindLaw

• Enhanced listings: Paid listings that boost visibility within the directory.
• Display ads and sponsored listings: Featured positions on FindLaw’s pages and search results.
• Practice area targeting: Ads directed at clients searching for specific types of legal help, like personal injury or family law.

Avvo

• Avvo Profile Premium: Enhanced profiles with increased visibility, client reviews and a detailed professional background.
• Avvo Advertising and sponsored listings: Paid ads appearing in relevant searches by practice area or location.
• Avvo Q&A and legal guides: An opportunity for lawyers to answer questions and write guides, which can build credibility.

Martindale-Hubbell

• Enhanced profiles and directory listings: Paid profiles highlighting experience, ratings and reviews.
• Lawyer.com listing: A partnership with Lawyer.com extends the reach of paid listings.
• Martindale ratings: A rating system based on reviews and endorsements, helping to build trust.

Benefits of Advertising on Legal Directories

There are several advantages to advertising on these platforms:

1. Established Audience and Visibility

Legal directories like FindLaw, Avvo and Martindale are trusted platforms with a steady audience of people actively searching for legal services. Listing on these sites can immediately increase visibility among potential clients.

2. Credibility and Trust Building

Martindale’s ratings and Avvo’s review system help build credibility, as clients often seek verified reviews and ratings when choosing a lawyer. These platforms reinforce trust with prospective clients.

3. Niche Targeting by Practice Area and Location

These directories offer tools to target clients by specific practice areas and geographic location, making it easier for law firms to reach an audience relevant to their services.

4. SEO Benefits from High Domain Authority

Legal directories often have high domain authority, which can improve a firm’s visibility in search results. An optimized listing can boost online presence, especially in competitive areas where SEO plays a significant role.

5. Lead Generation Potential

Paid profiles and sponsored listings on these directories increase the likelihood of client inquiries. With well-positioned ads, firms can attract leads actively seeking legal assistance.

Drawbacks to Consider

Of course, directory ads come with downsides too:

1. High Cost Without Guaranteed ROI

Advertising on legal directories can be costly, with fees ranging from hundreds to thousands per month. For smaller firms, these costs may not always bring a return if leads don’t convert to paying clients.

2. Limited Control Over Leads and Client Relationships

Some directories, like FindLaw, retain control over leads, which can limit how firms manage these relationships. This can make it challenging to track the return on investment and build direct client connections.

3. High Competition

Many directories display listings alongside competitors, making it hard for firms to stand out. On Avvo and FindLaw, for instance, ads can be grouped with numerous other lawyers in the same field.

4. Reliance on Third-Party Platforms

Relying solely on directories limits opportunities for firms to grow their own website’s SEO, branding, and direct client relationships. Firms miss out on building independent online authority and reputation.

5. Varying Quality of Leads

Leads from legal directories are often less consistent in quality compared to organic or referral leads. They may be more price-sensitive and inclined to compare multiple attorneys from the same directory, which could affect conversion rates.

6. People Not Clicking

Today, people are getting pickier about where they click, often gravitating towards sponsored ads and the map section—both highly visible areas on Google’s search page. The exact clicks depend on search intent, specific keywords and the industry, though.

Here’s how it usually breaks down:

• Sponsored ads: Roughly 20-30% of users will click on pay-per-click (PPC) ads at the top of the page, especially when they’re looking for local services or have high intent. However, in some markets where users avoid ads, this can be as low as 10%.
• Map section: About 30-40% of people interact with the map area, especially for service-based or “near me” searches. If you’re in fields like law, plumbing, or healthcare, the map section can be a big driver of clicks, especially from mobile users.
• Organic results: Regular, organic results capture around 40-50% of clicks, though the first few listings get the majority. Directories, like FindLaw, Avvo or Martindale often appear here but users rarely scroll down to these results since they’re typically buried farther down the page.

Comparison of FindLaw, Avvo and Martindale’s Offerings

Here’s a side-by-side look at what each offers:

How to Advertise Your Law Firm Outside Directories

Not sure if directory advertising is for you? There are other ways to use law firm to attract clients and grow your online presence. Let’s now see how to advertise your law firm through organic SEO, ads and social media to gain direct control over your client outreach:

1. Invest in Your Own Website and SEO

SEO is the steadier, most sustainable approach to marketing your firm online. It’s a long-term investment that builds your digital “real estate” over time. Optimizing your website for SEO allows you to drive organic traffic directly to your pages, making sure that potential clients find you at the top of their search results when looking for legal help.

By targeting local keywords, creating well-structured service pages and publishing content that genuinely addresses your clients’ needs, you gain the advantage of attracting people searching specifically for your expertise.

Just imagine two scenarios: In the first one, potential clients see your business listed alongside everyone else—a photo, a few reviews, and a short write-up, nothing that truly stands out. In the second, they click through to your website, where you have control. Here, they see client testimonials, engaging videos and all the details that set you apart. When done right, it leaves a lasting impression that says, “This is the one.” Which do you think will stick with a customer longer? 

2. Turn to Google Ads

Google Ads lets you connect with clients in real time as you control ad spend to fit your budget. Many law firms make costly mistakes by driving ad traffic to generic pages without a clear call to action (CTA) that converts.

Imagine seeing a commercial for a special sandwich at a fast-food place, but when you get there, it’s nowhere on the menu. It’s frustrating, right? Now think of an ad where the sandwich is featured front and center with a “Buy one, get one free” offer. That clear, direct CTA encourages action.

For law firms, a strong, targeted CTA is essential. When potential clients land on a page with clear guidance, they’re more likely to act. Consider using CTAs like:

• “Free Case Evaluation Today”
• “Speak with a Lawyer Now—No Obligation”
• “Get Immediate Legal Help”
• “Schedule a Free Consultation”
• “Call Now for Personalized Legal Advice”

These CTAs convey confidence and make it easy for users to take the next step, setting you apart from competitors who lack strong calls to action.

Google Ads offers immediate results and customization options for targeting, giving you the flexibility to adjust strategies in real-time based on client engagement.

3. Try Social Media Advertising

Platforms like Facebook and LinkedIn aren’t just for networking; they’re actually powerful tools for connecting with clients. Through targeted ads, you can reach those who might need your services, whether it’s for divorce, personal injury, or estate planning.

For some practice areas, social media advertising allows you to connect on a personal level. By sharing insights, success stories and client testimonials, you build trust in a way that directories can’t. It also lets clients see your firm’s personality, values and unique approach.

Not convinced? Here’s an example for you.

Using Facebook Targeted Ads to Reach Recently Separated Individuals

From our experience, for family law attorneys, Facebook’s targeted ads are one of the most powerful ways to connect with people who are recently separated and might be considering legal services. 

Here’s how it works and why it’s effective:

1. Precision targeting: Facebook allows you to target individuals based on life events, including those who are “recently separated” or “newly single.” This puts your services in front of people who may already be thinking about issues like divorce or custody.
2. Supportive messaging: Rather than a hard sell, Facebook ads can be crafted to offer understanding and guidance. Ads that focus on support, resources, or a gentle introduction to your services often connect better with people going through a challenging time.
3. Trust-building content: Videos, short guides, or blog posts covering first steps after separation or answers to common legal questions can establish trust and show that you’re here to help. By offering valuable information, these ads are more likely to inspire a connection than straightforward sales messages, especially with sensitive topics.
4. Smart retargeting: After someone engages with your ad, you can follow up with retargeted ads to keep your services on their radar. With each interaction, potential clients become more familiar with you, increasing the chance they’ll reach out when they’re ready.
5. Cost-efficient and high-conversion: Targeting recently separated individuals is specific enough to avoid heavy ad competition, making it a smart investment. Since this audience often has a clear need for legal guidance, your ads are likely to produce strong returns.

See the potential? That’s why social media advertising can make such a difference. It allows you to showcase your firm’s personality, values and unique approach, helping clients feel more connected to you than they would with a directory listing.

4. Build Reviews on Google Business Profile

When clients look for a lawyer, they want someone they can trust, and reviews are a big part of building that trust. Positive Google Business Profile (GBP) reviews validate your expertise and improve your visibility in local searches, which means more clients in your area can find you.

Encouraging satisfied clients to leave reviews on your GBP helps establish credibility and shows potential clients you’re active in the community. Over time, these reviews build a cycle of trust that leads to more clients and more positive reviews.

Most people also know that Google has been cracking down on fake reviews these past years; it’s been in the headlines a lot lately. But directory sites? They’re a different story. It’s often unclear if these directories actively monitor or address fake reviews at all, let alone what their policy might be. This can create an unfair advantage for some and potentially shake consumers’ confidence in the reviews they see on those platforms.

With your GBP in top shape, you build trust and show Google and clients that your firm is reputable.

5. Bet on Content Marketing and Blogging

Content marketing—through things such as blog posts, FAQs and legal guides—allows your firm to answer common client questions. This positions you as an authority, building trust and driving organic traffic directly to your website.

Picture a personal injury lawyer publishing a blog on what to do after a car accident, or an estate lawyer creating a guide to drafting a will. When clients find these resources, they’re already connecting with your expertise and building trust before they even call.

Content marketing builds trust by positioning your firm as an authority in your field, helping clients find reliable information and see you as the expert you are, even before they ever reach out. Clients often start searching with questions. Blogs or guides can be the perfect way to answer them and gain their trust.

Each of these strategies—from SEO, Google Ads and GBP reviews to social media and content marketing—can offer strong advantages over law firm advertising via directories. By investing in these alternatives, you’ll build a solid, visible presence for your firm, take control of lead generation and set yourself up for long-term success. And if you’re looking for guidance, Olly Olly can help find the right strategy for you.

Ready to take your firm’s marketing to the next level? Reach out to us at 877-655-9655 to learn more about our Guaranteed Results Program, where we build a custom strategy to deliver the results your firm deserves.

Is Directory Advertising Right for Your Law Firm?

Deciding whether to advertise on FindLaw, Avvo or Martindale comes down to your firm’s budget, client acquisition goals and overall marketing strategy. While directories may give firms a quick boost in visibility, other strategies may yield better long-term results, as long as you follow best practices for law firm advertisement!

Introducing Elisabeth Spencer, CEO of Olly Olly

My name is Elisabeth Spencer and I have firsthand experience helping lawyers navigate these tough decisions. It all started when a close friend from Emory, who later went on to Yale Law School, reached out to me for help with her new practice. She was excited to get started but found herself overwhelmed by the options and the marketing jargon. She wanted to know where to begin, how to establish her digital footprint and once she had momentum, should she advertise where everyone else was—or focus on places like Google Maps and Sponsored Sections where clients search first?

Together, we built a plan tailored just for her. Using SEO, PPC, Google Screened and a creative digital approach, we positioned her where clients were actively searching. Soon, the inquiries were rolling in and she had more clients than she’d ever imagined.

That experience helped me shape Olly Olly’s approach to effective advertising for law firms, which has since helped lawyers across the country. We’re here to help attorneys simplify their digital marketing, avoid common pitfalls and focus on strategies that really work.

Take Control of Your Law Firm’s Marketing

Stop relying on costly directories. Build your online presence, generate leads directly, and attract clients who are ready to hire.

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