Scorpion vs. FindLaw for law firms: what each one publishes

Scorpion vs. FindLaw is a choice between two shapes of law firm marketing vendor: a full-stack agency that also serves HVAC and other local businesses, and a one-stop provider that works exclusively with attorneys and owns its own directories.

This head-to-head sits under our best law firm marketing companies guide, which orders the wider market by fit.

Both sell a bundle with no published price, so the comparison below rests on what each puts in writing about services, contracts and ownership, checked in October 2026.

How this comparison was built

The starting point was the companies Google shows for this search and the published roundups, most of them written by other marketing vendors.

Each company was then checked on its own website in October 2026, using only what it says about itself, with "not published" where a company publishes nothing; nothing here is a rating, a rank or a verdict on either company.

What each company sells, in its own words

Scorpion titles its law firm page "Law firm marketing that brings you the right cases," and says it has 25+ years in legal marketing and has helped thousands of firms across every practice area; law is one market among several, since the same company also markets itself to HVAC and other local businesses (Scorpion's website, October 2026).

Its stated stack is website development, SEO, AI search, digital advertising, LSAs and intake "focused on delivering cases and revenue, not just leads," with Meta included in its ad technology pitch.

Intake sits inside the product: its law page describes Convert, an AI tool that answers calls and books consultations around the clock.

FindLaw calls itself "a one-stop law firm marketing provider, working exclusively with attorneys and law firms," selling website packages, local optimization SEO, legal directory advertising, pay-per-click, Super Lawyers, social media, content, Spanish-language solutions, ratings and reviews, and client intake (its website, October 2026).

It names four legal directories, FindLaw.com, SuperLawyers.com, Abogado.com and LawInfo.com, and says FindLaw.com hosts 9 million monthly visitors and that 17,000+ law firms trust it, both self-reported figures.

FindLaw says it became part of the Martindale-Avvo legal brand portfolio under Internet Brands at the end of 2024, and Martindale-Avvo says it offers services from Martindale-Hubbell, Avvo, Nolo, Ngage Live Chat, Lawyers.com and Captorra, which it says together reach over 25 million monthly consumers (October 2026, both companies' own figures).

As of October 2026, checked on each company's own website.

Neither company publishes a price

Asked what it costs, Scorpion's FAQ answers: "The investment you decide to make with Scorpion depends on your business goals."

FindLaw's FAQ says: "Our legal marketing services are customized for each individual client."

There is no published number to compare the two on: the only way to get either quote is the sales process.

FindLaw vs. Scorpion on contracts and what you own

Scorpion's company-wide FAQ says it typically requires a 12-month contract for its marketing technology and services like SEO, while Google Ads, LSAs and Meta advertising are typically month to month (October 2026); typically is Scorpion's word, and the FAQ covers the whole company, not law firms alone.

On ownership it draws a line: a client owns the website "after the length of your contract" is complete, but not "the underlying system," Scorpion's proprietary CMS.

On the way out, the FAQ says Scorpion transfers Google Analytics/GA4, Local Services Ads, social accounts and website content, provides static files and design assets, and says the firm needs another vendor to rebuild the website.

FindLaw's FAQ frames its relationship as long-term without stating a length, and is exact about exit rights: "If your contract ends you have the rights to your site content. You can work with your account manager to remove your site content available to you and have it sent directly to you so you can re-purpose it."

That sentence covers your content, not the site build or domain, so ask about both.

If either set of terms is the dealbreaker, the wider lists are separate: Scorpion alternatives and FindLaw alternatives, each checked on its own website; what a law firm marketing contract should cover walks through the exit clauses.

What the advertising rules say about paying either one

The comments to ABA Model Rule 7.2, as amended in August 2018, say lawyers may pay for advertising and may pay employees, agents and vendors who provide marketing or client-development services, including website designers.

They also say directory listings that list lawyers by practice area, without more, are not "recommendations," the line between paying for a listing and paying for an endorsement.

Rule 7.2(d) says a communication under the rule must carry the name and contact information of at least one lawyer or law firm responsible for its content.

Paying for leads has its own conditions: the comment allows it where the generator does not recommend the lawyer, the payment is consistent with Rules 1.5(e) and 5.4, and the generator's communications comply with Rule 7.1.

How a vendor is paid matters: a fee tied to signed cases or a share of legal fees raises fee-sharing questions that state rules answer differently.

The vendor's conduct is also the firm's to manage: ABA Formal Opinion 501 (April 13, 2022) treated a lawyer who kept accepting clients from a lead generator's prohibited phone solicitation as responsible for it, under Rules 5.3(b) and 5.3(c), and reads Rule 8.4(a) to bar doing through another what the lawyer cannot do directly; ABA opinions are advisory.

Model Rules bind no one until a state adopts them, and your state's version controls, so confirm any of these arrangements with your state bar's ethics counsel or an ethics lawyer.

Where More Booked Cases fits as the third option

More Booked Cases is a one-person consultancy for US law firms, run by Gabe Meierotto, and it is deliberately not a third full stack.

CRO is $2,500/mo for one controlled test a month, local SEO is $2,500/mo, and the pair is $5,000/mo, the main offer, each on a 6-month minimum.

Managed Meta ads are $3,000/mo plus a $2,500 setup on a 3-month minimum: 8 to 12 static image ads a month, landing pages built and tested, spend paid directly to Meta, never marked up.

Every test is judged by consultations booked and cases signed, with read access to the firm's intake or CRM numbers.

The other half is not offered: no Google Ads or Local Services Ads management, no website builds, no intake staffing or answering service, no leads sold or referred, and no guarantees.

The record behind the conversion work is Gabe's from earlier roles, not a law firm result: as Director of CRO at LaserAway (2018–2023) he took sitewide conversion from 3% to 11% on a testing program that returned 210x, and before that, at Sourcely, he ran click-to-call tests where conversion rose by up to 50% in some cases, website-initiated calls only.

The piece-by-piece versions are More Booked Cases vs. Scorpion and More Booked Cases vs. FindLaw.

Scorpion or FindLaw for your firm?

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