The right law firm name for your firm is crucial. This step-by-step guide explores effective strategies and best practices for creating a memorable, professional identity. It walks through inspiring tips for naming a law firm to set your practice apart in a competitive legal landscape.
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How Are Law Firms Usually Named?
Traditional Naming Patterns
Or, why are law firms always named after people?
Historically, law firms have followed certain naming conventions:
- Partner Names: Using surnames of founding or prominent partners (e.g., “Smith, Johnson & Williams”)
- Practice Area Focus: Including primary areas of practice (e.g., “Capital City Criminal Defense”)
Modern Trends in Law Firm Naming
Recent trends show a shift towards more creative approaches:
- Single-word Names: Using powerful, evocative words (e.g., “Axiom”)
- Acronyms and Initialisms: Creating snappy, modern names (e.g., “BLP” for Berwin Leighton Paisner)
Types of Law Firm Names
There are various approaches to naming your law firm:
- Classic Law Firm Names
- Modern and Creative
- Geographic Law Office Names
- Specialty Law Firm Names
- Solo and Small Practice Names
- International and Cultural Law Firm Names
- Humorous and Creative Names
Quick Poll: Which type of law firm name appeals to you most?
How to Get Business Name Ideas for a Law Firm?
Prioritize simplicity and memorability.
A company's legal name should be scalable and flexible enough for future growth. Keep it simple, memorable, and adaptable. Ultimately, your law firm’s reputation will matter more than the name itself.
Rebranding is part of the journey, so don’t stress too much over getting it perfect the first time. A seemingly plain name can become powerful with a strong brand behind it.
More Tips on Law Firm Naming
Define
your business's mission and the emotions or experiences you want to evoke in your audience. Brainstorm around those concepts, using symbols or words that represent them. Remember, the strength of a name depends on the brand experience you deliver.
Brainstorm
Join our free Newsletter on Business Naming!
'My Law Firm Naming Worksheet' [Free PDF]
Define Pros and Cons Before Naming Your Law Firm
1. Personal Branding vs Future Sale:
Pros of using your name:
It helps in building a personal brand. Customers may connect to the individual behind the brand, which can create a stronger sense of loyalty (e.g., Gibson Dunn, Simpson Thacher).
For solo practitioners, using your own name can be effective, especially for word-of-mouth referrals in criminal law and divorce cases.
The named partners in many prestigious firms are often deceased, with their names retained for historical and branding reasons.
Cons for resale:
Naming a law firm after your name can limit the business's future saleability, as potential buyers might prefer a brand name without direct ties to the original owner.
2. Location-Based Names:
Avoiding place names:
Especially with the rise of e-commerce, location-specific names can limit growth or lead to confusion if the business expands or sells in different regions. Unless you have a local attorney firm and want to target the local area. In this case, a location-based name for your business is a good approach.
Avoid names that could be associated with political ideologies unless intentionally targeting a specific demographic.
3. Inspiration and Tools:
Name Generators: Use AI law firm name generators like Namelix business name generator, your-business-names.com, or Shopify Business Name Generator to get creative suggestions. It provides a broad range of options based on keywords and preferences, helping you brainstorm different name combinations.
These tools can provide law office name ideas and suggestions for law firm names. Remember, they're just a starting point - the best names often come from a combination of automated suggestions and human creativity.
4. Customer-Centric Approach:
Think like a customer: Consider what resonates with your target audience. Does the name convey what law services you sell? Does it speak to both the customer and search engines? This can help potential clients immediately understand your expertise. For example:
- "Green Energy Legal Solutions"
- "Metropolis Family Law Group"
- "Tech Patent Pros"
5. Drawing Inspiration from Legal Terms
Legal terminology can be a rich source of naming ideas. Consider terms like:
- Equity
- Justice
- Advocate
- Counsel
- Verdict
- Acquittal
- Affidavit
- Allegation
- Arbitration
- Class Action
- Defendant
- Discovery
- Jurisdiction
- Power of Attorney
- Precedent
- Estoppel
- Probate
- Statute
To help you get inspiration for law firm name ideas, here is a list of the most common legal terms with an explanation. You can also download a shortened sheet below.
By considering these perspectives, you can find a business name that suits your brand vision, future goals, and personal preferences while ensuring it's memorable and marketable.
Online Presence of Your Law Business
Launch a website for your law firm!
It's definitely a worthwhile investment for 99% of businesses in the modern world. Especially today when everyone can start a website for any budget and even on their own in seconds.
What should you consider when starting a website for a law firm?
Domain Name for the Website
Unique, memorable names can help with brand recognition, but first, check if the domain name is available. Ensuring that the domain for your business name is available is crucial for building online authority.
Domain Name Availability
Check domain availability for your legal business name first if you plan a serious online marketing strategy to grow your business.
How to check if a domain name is available:
- Go to any of the reliable domain sellers (registrars) - e.g. Namecheap, GoDaddy, Hostinger, Bluehost, etc.
- Search the domain name you want to purchase in the 'Domain' section
- Or use the domain search bar by Namecheap below (redirects to namecheap.com)
Domain Name Availability Checker
Find a Domain on Namecheap:
powered by Namecheap
Go Virtual - Launch a Website
Starting a virtual law firm makes entry into the legal business simpler and more affordable. Creating a social media profile or a website - is the most obvious first step.
According to the American Bar Association:
- 65% of solo practitioners have a website
- 89% of firms with 2-9 lawyers have a website
- 95% of firms with 10-49 lawyers have a website
- 97% of firms with 100 or more lawyers have a website
In addition, you can expand the office to offline when you grow your business and want to be present in your customers' lives.
With the help of modern services and consistent AI improvement, launching a website became very accessible.
Platforms, where you can create a simple law firm website in seconds:
AI website builder Durable
Pay Attention to SEO in Advance
The study data shows that 81% of clients search for law firms on the internet before making contact. For law firms, this means visibility in search results and a compelling online presence aren't just nice-to-haves, they're essential for attracting new clients.
💡 SEO is the key when bringing your business or content online.
SEO stands for Search Engine Optimization and is an expert area for making sites visible and relevant for search engines (Bing, Google, Yahoo, etc.).
Incorporate practice areas or locations into the name for better search engine optimization (SEO) of your law firm's website.
Balance keywords for SEO with branding. Some successful firms incorporate both (e.g., Michiganautolaw.com).
Level Up Online Presence of Your Law Firm
Professional Law Firm Spokes Person
Blog Writing for Legal Businesses
Attorney and law firm website design
List Your Business Name on Google Maps
Show up your business on Google Maps to boost business growth even more.
To get your law firm name and your business details to appear on Google Maps, you need to register for a Google My Business dashboard. It's a Google Business Profile where you can manage any business entities you have.
It's free and legitimate, and it is one of Google's services.
Website Accessibility Compliance
If you want or need to create your law firm or attorney website design compliant with the ADA compliance requirements, pay attention to the resources we provide here.
Legal Brand Name Considerations
Business Name Regulations
When naming your firm, be aware of legal restrictions and requirements in your jurisdiction, including LLC naming rules, business name laws, and law firm name rules.
Check state ethics rules regarding law firm names and trade names. Most states now allow trade names, but they must not be misleading.
Check our guide on how to register a brand name here.
Final thoughts on choosing a law firm name:
Consider your target clients. Traditional names may appeal to businesses, while creative names may work for personal injury or criminal defense firms targeting the general public.
Usage: Some firms have experimented with longer names (up to 8 partners) but eventually shortened them, recognizing that clients and other lawyers typically use abbreviated versions.
Boutique firms specializing in specific areas of law may be preferable for certain types of cases, regardless of the length or style of their names.
The length of a firm's name does not necessarily indicate its size or prestige. Top U.S. law firms have names ranging from two to five partners.
Many large firms with multiple named partners often market themselves using shortened versions of their names (e.g., "Cravath" instead of "Cravath, Swaine & Moore"). In conversation, people tend to use abbreviated versions of firm names, often omitting the last partners mentioned.
Consider the long-term implications of your chosen name, including the potential for growth and changes in practice areas.