FindLaw vs Justia is not a matchup of lookalike vendors: FindLaw sells law firms a full marketing stack, and Justia leads with a lawyer directory that has marketing services around it.
It compares their services, prices, and contract terms under the best lawyer directories, which sorts the wider field.
What each company sells
FindLaw describes itself as "a one-stop law firm marketing provider, working exclusively with attorneys and law firms to grow their business" (its website, October 2026).
Its service menu, per its own navigation, runs from Website Packages and Local Optimization SEO to Pay Per Click Advertising, Legal Directory Advertising, Super Lawyers, Social Media, Content Marketing, Spanish Language Solutions, Attorney Ratings & Reviews and Client Intake, and its FAQ counts four directory sites of its own: FindLaw.com, SuperLawyers.com, Abogado.com and LawInfo.com.
One line to query: the menu says "Social Media," and FindLaw's pages do not confirm Meta or Facebook ads specifically.
Justia describes itself as a Silicon Valley company providing legal marketing solutions solely for lawyers and law firms (its marketing pages, October 2026).
Its core product is the Justia Lawyer Directory, which Justia says draws over a million visitors each month and gives any licensed attorney a free, full-featured, professional profile.
Around the directory it sells premium placements (priority placement, competitor-ad removal, analytics), Justia Elevate for SEO, websites and blogs, and Justia Amplify for PPC; Justia says its Amplify Advance tier can also utilize Microsoft Advertising PPC, Google Local Services Ads and Facebook Remarketing, which its pages describe as targeted remarketing campaigns for Facebook, so Meta there means remarketing only.
The Justia lawyer directory guide takes the free-versus-paid decision line by line.
Justia vs FindLaw websites
Neither publishes a website price: FindLaw's nav lists Website Packages, and Justia Elevate covers websites on a WordPress-based system with AI tools, per Justia.
On what you keep, FindLaw's FAQ answers directly: "If your contract ends you have the rights to your site content," an answer that covers your content, not the site build or the domain, so ask about both; Justia's pages publish no website-ownership or contract terms, so its sales team gets the same questions.
The two, side by side
Method, in short: both names come from the search and the roundups it returns, and each company was checked on its own marketing pages in October 2026, using only that company's statements.
As of October 2026, checked on each company's own website:
| Services | Published pricing | Contract terms | |
|---|---|---|---|
| FindLaw | Websites, local SEO, PPC, directories, social, content, intake | None: "Our legal marketing services are customized for each individual client" | "Long-term" language, no length stated; content rights covered at exit |
| Justia | Lawyer directory with a free profile, Connect Pro, SEO, websites, blogs, PPC | Connect Pro $19.99/mo or $199.80/yr; everything else unpriced | Not published |
| More Booked Cases | CRO, local SEO, managed Meta ads | $2,500/mo either service, $5,000/mo both, Meta $3,000/mo plus $2,500 setup | 6-month minimum (3 for ads), then month to month, cancel by email with 30 days' notice, no fee |
What the published prices and terms say
FindLaw's FAQ answers pricing with "Our legal marketing services are customized for each individual client," so every number comes out of a sales conversation, and the same FAQ frames the relationship as long-term with no length stated.
What it publishes is scale, self-reported: "17,000+ law firms trust FindLaw with their marketing," and its FAQ says FindLaw.com hosts 9 million monthly visitors.
Justia publishes one price: Justia Connect Pro at $19.99 per month or $199.80 per year, which Justia says includes $200 in annual Justia Credit toward Justia Amplify, Justia Elevate and Premium Placements.
The rest of Justia's menu (websites, SEO, PPC, premium placements) is unpriced, its contract and ownership terms are not published, and its "over a million visitors each month" figure is the company's own claim, not an independent audit.
For the wider field's terms and prices: FindLaw alternatives prices the companies one by one.
More Booked Cases' terms are published right here: 6-month minimums (3 months for ads), then month to month, cancellation by email with 30 days' notice and no fee, and the firm keeps its Meta ad account, pixel, audiences, website, domain, Google Business Profile and analytics throughout.
Who owns whom
FindLaw says it became part of the Martindale-Avvo legal brand portfolio under Internet Brands at the end of 2024 (FindLaw's FAQ), and Martindale-Avvo's about page lists Martindale-Hubbell, Avvo, Nolo, Ngage Live Chat, Lawyers.com and Captorra in its portfolio.
Put together, FindLaw, Avvo, Martindale-Hubbell, Lawyers.com and Nolo sit under one corporate owner, Internet Brands, and FindLaw's FAQ counts SuperLawyers.com among its own four directories.
Justia is the independent one, linked to FindLaw through people, not ownership: CEO Tim Stanley and president Stacy Stern co-founded FindLaw before starting Justia, per Justia's about page.
Practically: FindLaw and the Internet Brands directories share an owner, so a genuine second opinion lives outside that group.
What the advertising rules say about paying for either one
Law firms buy both under their advertising rules, so here is what the model text says; your state's version controls.
ABA Model Rule 7.2(b), as amended in August 2018, bars giving anything of value to a person for recommending the lawyer's services, with exceptions that include the reasonable cost of permitted advertising and the usual charges of a not-for-profit or qualified lawyer referral service.
Comment [2] to that 2018 text defines a recommendation as a communication that endorses or vouches for a lawyer's credentials, abilities, competence or character, and says directory listings that list lawyers by practice area, without more, are not recommendations, which is why sponsored "recommended" placements and paid "top lawyer" badges get argued: the comments do not say how any specific product is treated.
Comment [3] says lawyers may pay for advertising, including online directories, and may pay vendors who provide marketing services, website designers included.
Rule 7.2(d) requires every communication under the rule to carry the name and contact information of at least one lawyer or law firm responsible for its content; contact information can be a website, phone number, email or office.
Model Rules bind no one until a state adopts them, state versions differ, and your state's rule controls, so run any listing agreement or marketing contract past your state bar's ethics counsel or an ethics lawyer before you sign.
Justia or FindLaw for lawyers: how to decide
Start with what neither can sell: Google says it never accepts money to include or rank sites in organic results, and its advice on anyone who guarantees first place is to find someone else (Search Central, last updated June 2026).
FindLaw, per its own pages
- A full stack: websites, local SEO, PPC, directories, social, content, intake.
- No published prices; long-term terms, no length stated.
- Part of Internet Brands' Martindale-Avvo portfolio since the end of 2024.
Justia, per its own pages
- Directory first: a free profile for any licensed attorney, paid placement above it.
- One published price: Connect Pro at $19.99/mo or $199.80/yr.
- Independent of Internet Brands; contract terms not published.
Whichever you pick, the directory's job ends at the click, and what happens after the click decides what each listing costs you per signed case.
Before you sign with either company:
- Get the monthly fee and what it includes in writing; beyond Justia's Connect Pro, neither company publishes stack prices.
- Ask the minimum term and exit terms in writing: FindLaw frames the relationship as long-term without a length, and Justia's pages do not publish terms.
- Ask what you keep at exit: FindLaw's FAQ covers your content, not the build or the domain, so ask about both.
- Give each listing its own phone number or form, so its consultations are countable.
- Check that your firm's name and contact information appear on everything the vendor publishes for you, and judge the channel on consultations and signed cases, not profile views.
Where More Booked Cases fits
More Booked Cases is not a directory and does not build websites, so it is not a third column.
The work underneath whichever presence you run: conversion testing and local SEO at $2,500 a month each or $5,000 a month together, plus managed Meta ads at $3,000 a month with a $2,500 one-time setup.
Each test is judged by consultations booked and cases signed, with read access to your intake or CRM numbers, and after the minimum term everything runs month to month.
The conversion record behind the work is Gabe Meierotto's own, from before this company existed: as Director of CRO at LaserAway from 2018 to 2023, he ran the testing program that took sitewide conversion from 3% to 11% at 210x ROI.
The piece-by-piece with FindLaw's bundle is in More Booked Cases vs FindLaw.
Start with a free audit and the findings doc arrives within 3 business days, no call required.
Frequently asked questions
Is FindLaw or Justia cheaper for a law firm?
The only published price between the two is Justia Connect Pro at $19.99 per month or $199.80 per year (Justia's site, October 2026). FindLaw publishes no prices, so anything past that one number takes quotes from both companies.
Which is bigger, FindLaw or Justia?
Both claims are self-reported and measure different things: FindLaw says 17,000+ law firms trust it with their marketing and that FindLaw.com hosts 9 million monthly visitors, while Justia says its lawyer directory draws over a million visitors each month. Treat both as marketing figures and measure what either one sends your firm.
Do FindLaw and Justia both build law firm websites?
Yes: FindLaw's service nav lists Website Packages, and Justia Elevate covers websites on a WordPress-based system, per each company's own pages as of October 2026. Neither publishes website prices, so both start with a sales call.
Should a law firm be listed on both FindLaw and Justia?
Claim what costs nothing: Justia's directory gives any licensed attorney a free, full-featured profile, per Justia's own pages. Hold any paid placement on either platform to a test with its own phone number or form, judged on consultations and signed cases.
Can paying a directory get my firm higher Google rankings?
Google's Search Central guidance says it never accepts money to include or rank sites in organic results, and its advice on anyone who guarantees first place is to find someone else (last updated June 2026). Judge a listing on what it books, not on placement promises.