Advice on how to name your law firm from a legal marketing expert

Are you launching a new law firm or going solo? If so, the question of what to name your firm is undoubtedly on your mind.

There's a plethora of advice out there from years past. But as a legal marketing expert, I recommend you throw out many of the "best practices" from years past because the way potential clients discover and select law firms has evolved.

If you're aiming for a constant stream of inquiries and clients, I'll outline the ideal strategy for naming your firm. An incorrect name can lead to missed opportunities, but I'll walk you through every step using real-world examples. This guide delves into the significance, strategy, and methodology for creating a name that ensures success.

Let's begin. But first, let me tell you a story of a lawyer who missed the mark.

The Expensive Branding Company That Led A Great Attorney Astray 

Years ago, a young lawyer I knew was making waves in a prominent personal injury law firm. So I wasn't surprised when I heard he was launching his own firm. However, I WAS surprised by what he had decided to name his new firm.

It was a name suggested to him by an upscale branding agency. These consultants, though creative, missed the specific nuances of legal marketing.

Their approach followed the traditional creative approach to brainstorming a business name. This process often starts with descriptive names (think "American Airlines" or "Whole Foods"). Then it transitions to suggestive names (like "Jaguar" or "LinkedIn"). And finally, the process tends to move toward abstract names (think "Spotify").

Watching this creative process can be captivating. It can make you feel like you are living in the world of "Mad Men." However, when naming your law firm today, this approach is as outdated as the TV show's HR policies.

So, what did the branding company decide the law firm should be named? 

I can't tell you the exact name to protect their anonymity. But I will tell you that it was a mix between a suggestive and abstract name. Let's pretend they named this new personal injury law firm "Neuvista Law Group." 

(***Note: this is not the actual name, and if there is a law firm with that name, I apologize, and the connection is purely coincidental.)

Now, let me ask you the million-dollar question: is this a good name if you want to maximize the success of your new personal injury law firm?

It's catchy and transferable. But what's missing?

If you're puzzled, continue reading. This guide will reveal how to name your law firm strategically.

How Clients Find Lawyers in 2023 and Its Relation To Your Firm Name

When a law firm hires me for their marketing, my primary strategy is straightforward: Get them featured in Google's Local 3-Pack Map results for their top keywords.

Today, at least 70% of new leads for local law firms come from Google's local 3-Pack map results. Not from billboards, radio, or even referrals. 

Most lawyers overlook the importance of Google's Local 3 Pack Map results, which display three local business listings prominently. This visibility gives businesses an endorsement-like boost. It's also at the top of the page where most searchers click.

When Google deems you worthy of a spot there, it's their nod of approval. It's like Google whispering to potential clients, "This one's worth a call."

Yet, how does a firm's name relate to these search results?

Your name can improve your Google Map Pack ranking. According to the annual "Local Search Ranking Factors" study by Whitespark, your firm's name is a critical factor influencing your Google Map Pack ranking. (See the complete study here.)

Based on the study, three critical elements for ranking are:

• The business category in Google.

• Keywords in the business name.

• Proximity to the searcher.

Why? Because Google is trying to serve the most relevant firms to the searchers. When a business name has the right keyword that matches its business category and is located close to the searcher, Google sees it as more relevant to what the searcher is looking for.

So, while "Neuvista Law Group" might sound fine, it's missing out on two crucial points. Since their business category would be "Personal Injury Attorney" and their primary keyword would likely be "car accident lawyer" or "injury lawyers," they have missed the mark. Google doesn't know what "Neuvista Law Group" stands for. But "San Francisco Personal Injury Attorneys"? Google will know what that means for sure.

The main takeaway? Aim for a name that boosts your Google 3-Pack Rankings. Do this by incorporating your GBP business category or primary keyword into your name.

How To Name Your Law Firm For Google 3-Pack Success

To leverage this strategy, here's the steps you need to take in crafting your name:

1. Keyword Research: Use tools like SEMRush to identify high-volume/high-monetizing search terms that are in the Local Pack and are related to your specialization.

2. Scout the Competition: Search your chosen keyword on Google and study the top three competitors (ignore the paid "sponsored results"). Take note of the business category they use for their Google Business Profile, and make sure you also use it.

3. Craft Your Name: Integrate your primary keyword or business category into your name.

Congratulations! You just did your business a favor by giving it a name that Google will recognize as relevant and reward you with better rankings. Learn more about search engine optimization here.

Conclusion

When starting a law firm, you need every competitive advantage because the industry is fiercely competitive (learn more about law firm marketing here). In the past, names like "AAA Lawyers" were chosen to give you a prime first spot in the Yellow Pages directory. Today, with Google's local 3-Pack map results, your name should contain relevant keywords to optimize success.

So, do yourself a favor and incorporate your primary keyword or business category in your business name. It's a decision you'll appreciate when potential clients are constantly reaching out because you're at the top of the Google results.

For more insights, visit Geoff Goacher Brand Strategies. And grab the free PDF, "The #1 Secret To Getting More Calls and Clients For Your Law Firm."