Byte of Prevention Blog

by Jay Reeves |

How to Choose an Online Legal Directory

When you think of legal directories, Martindale-Hubbell and AVVO are probably the first two that come to mind.

But there are lots of other online directories which, in combination with your existing marketing channels, can solidify your firm’s brand and increase its visibility.

“An online lawyer directory is a website that indexes various lawyers and law firms, making them easily accessible to someone searching for legal help,” says this article in The National Law Review. “Directories make it easier for your law firm to be discovered by potential clients. Additionally, they can provide lead generation, a platform for online reviews, SEO, and other marketing opportunities.”

Legal directories are much more than digital yellow pages. They generate leads, confer credibility and improve your search rankings.

“Lawyer directories have high authority when it comes to page ranking,” according to The National Law Review. “You are more likely to show up in local search results courtesy of their directory. Not only that, but law firm directories also work as backlinks as they funnel online traffic to your website. Backlinks are essential to SEO as they can improve your law firm's online reputation and increase the credibility of your website.”


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9 Top Online Legal Directories

  • Super Lawyers
  • Martindale-Hubbell
  • Avvo
  • Nolo
  • FindLaw
  • com
  • com
  • org
  • Justia


N.C. Rule of Professional Conduct 7.4
Intermediary Organizations

(a) An intermediary organization is a lawyer referral service, lawyer advertising cooperative, lawyer matching service, online marketing platform, or other similar organization that engages in referring consumers of legal services to lawyers or facilitating the creation of lawyer-client relationships between consumers of legal services and lawyers willing to provide assistance. A tribunal or similar government agency that appoints or assigns lawyers to represent parties before the tribunal or government agency is not an intermediary organization under this Rule.

(b) Before and while participating in an intermediary organization, the lawyer shall make reasonable efforts to ensure that the intermediary organization’s conduct complies with the professional obligations of the lawyer, including the following conditions:

(1) The intermediary organization does not direct or regulate the lawyer’s professional judgment in rendering legal services to the client;

(2) The intermediary organization, including its agents and employees, does not engage in improper solicitation pursuant to Rule 7.3;

(3) The intermediary organization makes the criteria for inclusion available to prospective clients, including any payment made or arranged by the lawyer(s) participating in the service and any fee charged to the client for use of the service, at the outset of the client’s interaction with the intermediary organization;

(4) The function of the referral arrangement between lawyer and intermediary organization is fully disclosed to the client at the outset of the client’s interaction with the lawyer;

(5) The intermediary organization does not require the lawyer to pay more than a reasonable sum representing a proportional share of the organization’s administrative and advertising costs, including sums paid in accordance with Rule 5.4(a)(6); and

(6) The intermediary organization is not owned or directed by the lawyer, a law firm with which the lawyer is associated, or a lawyer with whom the lawyer is associated in a firm.

(c) If a lawyer discovers an intermediary organization’s noncompliance with Rule 7.4(b)(1) – (6), the lawyer shall either withdraw from participation or seek to correct the noncompliance. If the intermediary organization fails to correct the noncompliance, the lawyer must withdraw from participation.


Source: What is an Online Lawyer Directory? (; NC Rules of Professional Conduct


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About the Author

Jay Reeves

Jay Reeves practiced law in North Carolina and South Carolina. He was Legal Editor at Lawyers Weekly and Risk Manager at Lawyers Mutual. He is the author of The Most Powerful Attorney in the World, a collection of short stories from a law life well-lived, which as the seasons pass becomes less about law and liability and more about loss, love, longing, laughter and life's lasting luminescence.

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