Law Firm Lead Sources: Complete Guide and Comparison
Law firms have more options for getting leads than ever before. Choosing the right mix can mean the difference between steady growth and wasted marketing dollars. To make the right decision, you need to understand the core buckets of how law firms get leads today.
The Difference Between Advertising, Purchasing Leads and Paid Legal Directories.
Advertising
Pay directly for impressions and/or clicks on platforms like Google Ads, Bing Ads, Facebook, or digital billboards (DooH).
You control the ad campaigns, targeting, spend, and messaging.
All leads generated come straight to your firm.
There is no middleman or having to worry about resold leads.
Lead Purchasing (Third Party Vendors)
You buy leads from companies who market to consumers themselves and then sell those leads to law firms.
These vendors may promise exclusive or shared leads. (exclusive leads generally going to cost 2-4x more)
Leads received via email, phone, or CRM.
The vendor owns the ads, targeting, and branding.
You only buy the results of these efforts as leads.
Examples include Accident.com, E Generation, and Martindale Nolo Web Leads.
Directory Advertising and Buckets of Ads on Directories
Your firm pays to appear in online legal directories such as AVVO, FindLaw, Lawyers.com, Martindale Nolo, or Thryv, or to run display ads within those directories.
You may pay for a premium profile, featured status, or ad placements shown to people browsing the directory.
These are high-visibility placements, but the quality and intent of leads can be mixed.
Directories almost always upsell premium placement and often blend ad products with listings.
Key Differences at a Glance
| Category | Who Controls the Campaign | Who Owns the Lead Funnel | Cost Structure | Lead Exclusivity | Lead Flow |
|---|---|---|---|---|---|
| Advertising | Your firm or agency | Your firm | Per click, per call, or per impression | All exclusive | Direct to your intake |
| Lead Purchasing Third Party | Third party | Vendor | Per lead | Shared or exclusive | Sent to you but may be shopped |
| Directory Ads and Paid Listings | Directory platform | Directory | Monthly or annual fee, or per impression | Low to none | Inbound via profile or calls |
How to Choose:
Advertising works best if you want full control and are willing to manage campaigns or hire an agency.
Lead purchasing is fastest for immediate results, but varies in quality, control, and price.
Directories are about visibility and reputation, but require investment and realistic expectations about lead intent and conversion.
Law Firm Lead Sources Comparison Chart
|
Provider / Source |
Category |
Delivery |
Has Directory Site? |
Notes / Typical Use |
|
Website Organic |
Primary Website |
Web/Email |
No |
Best long-term ROI, direct |
|
GBP (Google Profile) |
Primary Website |
Web/Call |
Yes |
Maps and search, local intent |
|
Accident.com |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
E Generation |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Martindale Nolo (Web) |
Web Lead Provider |
Web/Email |
Yes |
Purchased leads, also directory |
|
Martindale Ngage |
Web Lead Provider |
Web/Email |
Yes |
Purchased leads, chat, directory |
|
LML.com |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Legal Brand Marketing |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Legal Match |
Web Lead Provider |
Web/Email |
Yes |
Purchased leads, directory |
|
USAttorneys.com |
Web Lead Provider |
Web/Email |
Yes |
Purchased leads, directory |
|
Cases on Demand |
Web & Call Provider |
Web/Call |
No |
Both web and direct call leads |
|
Spark Leads |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Get More Cases Now |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Injury Leads |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Legal Helpers |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
IM Werks |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Acquire Crowd |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Case Connect |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Law Pro Nation |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
For The Lawyer |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Walker Advertising |
Web Lead Provider |
Web/Email |
No |
Purchased leads |
|
Cases on Demand (Call) |
Call-Based Lead Service |
Phone |
No |
Warm transfers |
|
Legal Calls |
Call-Based Lead Service |
Phone |
No |
Warm transfers |
|
1-800-Law-Firm |
Call-Based Lead Service |
Phone |
No |
Warm transfers |
|
AVVO |
Directory / Paid Profile |
Web/Call |
Yes |
Paid profiles, directory ads |
|
Lawyers.com |
Directory / Paid Profile |
Web/Call |
Yes |
Paid profiles, directory ads |
|
FindLaw |
Directory / Paid Profile |
Web/Call |
Yes |
Paid profiles, directory ads |
|
Martindale Nolo |
Directory / Paid Profile |
Web/Call |
Yes |
Paid profiles, directory ads |
|
Thryv |
Directory / Paid Profile |
Web/Call |
Yes |
Paid profiles, directory ads |
|
Google Ads |
Advertising |
Web/Call |
No |
PPC, paid search |
|
Bing Ads |
Advertising |
Web/Call |
No |
PPC, paid search |
|
Google LSA |
Advertising |
Web/Call |
No |
Local Services Ads, pay per lead |
|
Media Ads |
Advertising |
Web/Call |
No |
Display or video ads |
|
Social Media Ads |
Advertising |
Web/Call |
No |
Facebook, Instagram, etc. |
|
Billboards |
Advertising |
Phone/Web |
No |
Traditional, branding |
Disclaimer: The above is from our experience in working with legal lead aggreators, third party advertising agencies and directory services. If any information is out-out-date, please forgive us and we will work to update the information accordingly. Please contact us if you see any discrepancies about your product or service. Thank you.