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FindLaw sells law firm websites, directory placements, pay-per-click ads, social media and intake tools. Probative runs SEO, AI search and ads in accounts your firm owns, month to month, at published prices. This page puts what each company says in public side by side, so you can decide which fits your firm.
Key facts
- FindLaw calls itself “a one-stop law firm marketing provider, working exclusively with attorneys and law firms.”
- Thomson Reuters closed the sale of the FindLaw business to Internet Brands on December 2, 2024.
- FindLaw does not publish prices on the pages we checked; its FAQ says services are customized for each client.
- FindLaw’s FAQ says that if your contract ends, you have the rights to your site content.
How does FindLaw compare with Probative?
FindLaw sells reach on its own network as well as marketing for your site. Probative only works in accounts your firm owns. That is the main difference to weigh.
| Criterion | FindLaw (its own words, summarized) | Probative |
|---|---|---|
| What you buy | Website packages, local SEO, legal directory advertising, pay-per-click, Super Lawyers, social media, content, reviews and intake tools | SEO, AI search and ads on Google, Microsoft, Local Services Ads, Meta and YouTube. We sell no leads or directory placements |
| Published prices | Not published. Services are customized for each client | Every fee is on our pricing page: a flat monthly fee, never a percentage of ad spend, never per lead or per case |
| Contract | No term length on the pages we checked. The FAQ says it views client relationships as long-term and refers account-specific questions to your account manager | Month to month, with no minimum term, for every service |
| Who owns the site, content and accounts | You keep the rights to your site content if the contract ends. Domain and ad accounts not stated | Your firm owns every account from day one, in its own name, and the content we make once you pay for it |
| Reporting | Calls, emails and chats from your FindLaw subscriptions, ad impressions and clicks, and which tactics contribute to leads | Signed cases counted from your own records, in every package |
| Practice areas and firm sizes | Its FAQ says the Martindale-Avvo partnership aims to support law firms of all sizes; no practice-area list on the pages we checked | Every practice area (how many are included depends on the package) and any firm size, nationwide |
| Spanish | Spanish website pages by professional translators, Spanish pay-per-click ads and social media, Spanish intake and chat, and the Abogado.com directory | Spanish ads, pages and intake checks, written and checked by native writers |
Last checked on 27 October 2026 against FindLaw’s own pages, the Thomson Reuters release and Probative’s pricing and terms pages. Sources are listed at the end of this page.
The ownership change matters if you buy from both brands. Martindale-Avvo’s Legal Growth Engine terms say the agreement “consolidates the FindLaw products and services with the Martindale-Avvo products and services.” Read our Martindale-Avvo comparison for that side.
Who may FindLaw be a better fit for?
- You want a directory presence and a website from one vendor, with placements on its own legal network, including Super Lawyers.
- You want Spanish built in quickly. FindLaw lists Spanish website pages, Spanish ads, Spanish social media, a Spanish intake form, and a listing on Abogado.com, its Spanish-language directory for consumers.
- You value scale. FindLaw says “17,000+ law firms trust FindLaw with their marketing.”
- You value call and contact counts, and plan to match them to signed cases yourself.
Who may Probative be a better fit for?
- You want a price before the first call, and the right to cancel any month on 30 days’ written notice.
- You want the domain, the ad accounts and the content in your firm’s name, stated in writing.
- You want your report to end in signed cases, checked against your own case system.
- You want to be named in AI answers and Google Maps for your practice, not only in a directory.
What else could you choose instead of FindLaw?
If you are leaving a directory, the closest swaps are other directories and lead programs, such as Martindale-Avvo or Lawyer.com. If you are leaving because you want to own your marketing, look at agencies, such as Scorpion, Rankings.io or us, or at an in-house hire. Our guide on whether lawyer directories are worth it shows how to test a listing before you renew.
What should you ask FindLaw, or any vendor, before you renew?
- What is the term of this order, how does it renew, and what notice ends it?
- Who holds the domain, and can we move the site and its pages without a fee?
- Which contacts came from the directory, and which from our own website?
- Can you match your lead counts to the cases we actually signed?
How we compared
We used only public sources: FindLaw’s own marketing pages and FAQ, the Thomson Reuters press release on the sale, and Martindale-Avvo’s published terms. We quote their words where it matters and summarize the rest. We did not use consumer review sites, because most of their reviewers are people looking for a lawyer, not firms that bought advertising. We did not ask FindLaw for a quote. Probative’s side comes from our pricing page and terms in plain English.
Probative Growth is not affiliated with FindLaw, Thomson Reuters, Internet Brands or Martindale-Avvo. Their names are trademarks of their owners, used here only to identify them. If anything here is out of date, email hello@probativegrowth.com and we will correct it and log it on our corrections page.
What this means for your firm
- Separate the directory from the website when you compare prices and results.
- Get domain and account ownership in writing before you renew.
- Count signed cases per source, not contacts, to see what each one earns.
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