Switching from FindLaw: What the Acquisition Means for Your Law Firm

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If you’ve been using FindLaw to market your law firm, or you’ve considered it in the past, recent news probably caught your attention. Recently, Internet Brands has undertaken an acquisition of FindLaw, a move that’s raising a lot of eyebrows—and questions—among law firm owners.

So, what does this acquisition really mean for you and your practice? And should you be rethinking your relationship with FindLaw altogether? Let’s break it down in plain English.

The Big Picture: What Happened?

FindLaw, once a go-to marketing platform for law firms, has been absorbed by Internet Brands, an expansive company that also owns Martindale-Hubbell, Avvo, Nolo, and Lawyers.com. These brands operate under a larger umbrella focused on high-volume digital marketing and lead generation across industries.

This acquisition might seem like just another big business deal, but for law firms (especially solo practitioners and small firms), it could have some real, everyday consequences.

Why Should Law Firms Care?

When a large conglomerate acquires a niche provider, changes are inevitable. Often, the shift results in a more “corporate” approach—more automation, less personalization, and a stronger focus on profitability over relationships.

Here’s why this matters:

  • Service Consolidation: You may notice less hands-on support and more cookie-cutter solutions as Internet Brands streamlines operations.
  • Cost Changes: Larger firms may be prioritized due to bigger marketing budgets. Smaller firms could find themselves pushed to the margins.
  • Less Flexibility: Big corporations tend to push bundled services and long-term contracts. Not great if you’re looking for agility or customized help.

A Warning Sign: The PPC Shake-Up

Shortly after the acquisition, FindLaw announced it may be discontinuing PPC services for clients spending under $8,000/month. That’s a huge deal—and a clear sign of where things are headed.

If your firm isn’t in that spending bracket, you might already be feeling squeezed out.

What This Signals About the Legal Marketing Industry

The FindLaw acquisition is part of a bigger trend: consolidation in the legal marketing world. Large platforms are swallowing smaller players and focusing on scale over personalization. That might be fine for nationwide firms with massive budgets, but for everyone else, it’s time to rethink your strategy.

At Accel Marketing Solutions, we see this as an opportunity, not a setback.

What Makes Accel Different?

We’re not interested in high-volume churn. We specialize in helping small and mid-sized law firms grow through personalized, data-driven marketing strategies. Here’s how we stand apart from companies like FindLaw:

  • Ownership of Your Website: With us, you own your site and content. No fine print. No traps.
  • Customized Service: Every law firm is different, and so are our strategies. We don’t believe in one-size-fits-all solutions.
  • Transparent Pricing: No surprise fees. No long-term lock-ins..
  • PPC for All Budgets: Whether you’re spending $1,000 or $10,000, we know how to make your dollars work.

What Should You Do Now?

If you’re currently with FindLaw, now’s the time to ask some tough questions:

  • Are you still getting the support and results you expected?
  • Do you own your website and content?
  • Are you being priced out of services you rely on?

And most importantly—are you ready for a partner who’s actually invested in your success, not just your checkbook?

Looking Ahead

In our next article, we’ll dive deeper into the PPC fallout and what FindLaw’s budget cutoff means for small firms. But if you’re already feeling uneasy about where things are headed, you’re not alone.

Reach out to Accel Marketing Solutions for a free consultation. We’ll take a look at your current setup and help you understand all your options, without the sales pressure.