Law firm lead generation: building the list
By Doug Nielsen, Product Manager · Updated · first published
To build a list of law firms to sell to, scrape “law firm” and the practice areas you target on Google Maps, dedupe on place ID, and segment on the category field. The list is easy; an attorney's time is not.
Complaints about unreturned calls are your opening: our Google Maps reviews scraper exports each firm's reviews, owner responses included.
Key takeaways
- Practice area sets the pitch: injury firms buy ads, estate planners grow on referrals.
- Email first, not Mondays: about two in three we checked list an email; front desks screen calls.
On this page6
Practice area decides the pitch
Personal injury firms are among the heaviest local advertisers, since cases often go to whichever firm the injured person reaches first; estate planners grow on referrals. “Family law attorney”, “divorce lawyer” and “estate planning attorney” each appear on one in five to one in seven sampled listings.
- law firm listings in our samples carry “personal injury attorney”
- ~1 in 3
- carry “criminal justice attorney”
- Over 1 in 5
Segmenting a law firm list
Tell a solo practice from a firm
A person's name and a few reviews usually mean a solo practitioner; a firm name with hundreds of reviews and several offices has a marketing function.Group the multi-office firms
Branches usually share a domain; group them and pitch head office once.Read the reviews as an intake audit
Complaints about unreturned calls open the door for intake, answering or case-management offers.
Build your law firm list
- 100 free credits
- No card required
Getting past the front desk
Write to the office manager, marketing lead or, at larger firms, a partner named on their website. In the UK and EU a named person's work address is personal data; read the GDPR guide before you build around names.
Tip
Three sentences, mid-week
What law firms buy, and the rules around it
They buy cases in the right practice area, better intake and time back from admin; talk cost per signed case, not clicks. Conduct rules in many jurisdictions restrict their testimonials, guarantees and direct solicitation of clients; ignore them and you look like an outsider.
Common questions
Which Google Maps categories should I scrape for law firms?
Will I get emails for law firms?
Do legal marketing rules apply to my outreach?
Written by
Doug Nielsen, Product Manager
Doug works on Hubertino; the guides on this site are published under his name. Last updated .