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Here's the legal marketing software that made it into my shortlist and why:

  1. Blue Software - Best for integrating legal marketing and practice management
  2. GrowPath - Best for tracking and optimizing client acquisition
  3. Tonkean - Best for automating and managing legal workflows
  4. Clientary - Best for enhancing client communication and retention
  5. LabCoat Marketing - Best for specialized legal digital marketing services
  6. Nylas - Best for synchronizing law firm scheduling and communication
  7. Marketing360 - Best for comprehensive law firm marketing strategy
  8. Martindale-Avvo - Best for leveraging extensive legal network for leads
  9. Mockingbird - Best for optimizing your law firm's online presence
  10. FindLaw - Best for driving law firm growth with effective PPC campaigns
  11. LawRuler - Best for automating legal marketing efforts
  12. LawLytics - Best for leveraging data-driven legal marketing technology

Managing your firm, attracting new clients, and retaining the ones you have can seem like a juggling act. These tools streamline your practice, automate mundane tasks, and help you carve out a robust online presence.

Here's a guide to help you understand what these software products do, in order to help you choose the best ones for improving the marketing function at your legal firm.

As someone deeply involved in the legal field, I understand how crucial it is to manage your client intake, maintain a professional law firm website, and have a well-structured marketing plan to attract prospective clients. An effective legal marketing software is a game-changer, designed to streamline the intake process, elevate your law practice, and target key areas like personal injury cases. These tools can provide valuable templates, operate on a cloud-based system for easy accessibility, and neatly organize contact information.

Think of legal marketing software as a refined CRM software that specifically caters to the needs of law firms. It's not just about maintaining a client database; it's about boosting your Google search rankings, having the flexibility to adjust content like phone numbers without needing extensive web design skills, and overall, offering a user-friendly interface that simplifies your workflow. This software effectively mitigates pain points like unorganized client data, time-consuming intake processes, and challenging website updates.

In a nutshell, legal marketing software is your multi-faceted assistant that efficiently manages your online presence, client interactions, and internal processes. The key benefit? It affords you more time to focus on what truly matters: providing excellent legal service. So, let's explore the options together, and I'm confident you'll find a solution that fits your unique needs and elevates your law practice.

Blue Software legal marketing software website homepage
Blue Software's homepage dashboard has a user friendly interface.

Blue Software stands as a comprehensive legal marketing platform designed to bridge the gap between your marketing efforts and practice management. Its primary objective aligns with integrating the two for better cohesion, ultimately boosting productivity and client reach.

Why I Picked Blue Software:

I selected Blue Software for its unique blend of marketing and management features. In a world where legal firms grapple with disjointed systems, this tool offers much-needed integration. I firmly believe it is the "Best for" those seeking a holistic solution to marketing and practice management.

Standout features & integrations:

Blue Software shines with features like in-depth marketing analytics, customer relationship management, and automated campaign management. What's more, it promotes seamless integration with prominent legal practice management software, making it a powerful hub for law firm operations.


From $50/user/month (billed annually)


  • Unified platform for marketing and management
  • Robust analytics for informed decision-making
  • Smooth integration with existing software


  • Might be overkill for smaller firms
  • Initial setup can be time-consuming
  • The learning curve might be steep for less tech-savvy users

2. GrowPath - Best for tracking and optimizing client acquisition

GrowPath legal marketing software matters and claimants dashoard
This is GrowPath's software feature, where you can search people, companies, matters, claimants, and notes.

GrowPath is a dedicated legal marketing software that enables firms to monitor and optimize their client acquisition process effectively. It's specifically designed to simplify and enhance the process of attracting, converting, and retaining clients.

Why I Picked GrowPath:

I chose GrowPath for its intense focus on the client acquisition process, something most legal firms struggle with. Its standout features offer solutions that not only help track clients but also optimize strategies for better conversion rates. This is why I believe it's the "Best for" firms looking to bolster their client acquisition efforts.

Standout features & integrations:

GrowPath offers key features such as lead scoring, conversion rate optimization, and data-driven insights to fuel your firm's growth. Additionally, it provides robust integrations with various CRM platforms and email marketing tools, providing a comprehensive client acquisition strategy.


From $60/user/month (billed annually)


  • Emphasis on client acquisition process
  • Data-driven insights for strategy optimization
  • Extensive CRM and email marketing integrations


  • Can be complex for beginners
  • Focus on acquisition might leave other areas under-served
  • Cost may be prohibitive for smaller firms
Tonkean legal marketing software graphical builder
Here is a screenshot of Tonkean's graphical workflow builder that allows users to orchestrate complex processes without the need for code.

Tonkean is a powerful software platform designed to automate and manage workflows within your legal practice. It simplifies the complexities involved in running an efficient law firm and aligns with the need for workflow optimization.

Why I Picked Tonkean:

I picked Tonkean due to its robust capabilities for workflow management. In a profession where time is of the essence, automation is a vital component. Its emphasis on streamlined workflow management is why I believe it stands out as the "Best for" firms looking to optimize and automate their legal workflows.

Standout features & integrations:

Tonkean comes loaded with features such as automated task management, workflow visualization, and progress tracking. Its integrations with popular document management systems, email platforms, and CRMs are also noteworthy, providing a comprehensive workflow solution.


From $15/user/month


  • Robust workflow automation
  • Wide range of useful integrations
  • Effective task tracking and visualization


  • Can be overwhelming for smaller firms
  • Some features may be excessive for simple workflows
  • Learning curve can be steep for non-tech users

4. Clientary - Best for enhancing client communication and retention

Clientary legal marketing software user dashboard
Here is a view of Clientary's dashboard to manage all aspects of your business

Clientary is a tool specifically designed to boost client communication and retention. It provides a platform for law firms to manage client relationships and communications in a more structured and efficient manner.

Why I Picked Clientary:

The decision to pick Clientary was straightforward. Its focus on client communication and retention struck a chord with me. Law firms thrive on repeat business and referrals, and a tool that emphasizes client satisfaction is pivotal. It's for these reasons that Clientary strikes me as the "Best for" enhancing client communication and retention.

Standout features & integrations:

Clientary comes equipped with features like integrated messaging, scheduled follow-ups, and client satisfaction tracking. Furthermore, it integrates with popular email platforms and CRM systems, enabling smooth and continuous client communication.


From $20/user/month


  • Integrated messaging promotes fluid communication
  • Scheduled follow-ups to maintain regular contact with clients
  • Client satisfaction tracking to understand clients better


  • Might not be suited for smaller law firms with fewer clients
  • Might require a bit of setup to fully utilize
  • Client satisfaction tracking might not be as detailed as specialized tools
LabCoat Marketing legal marketing software website
Here is a screenshot of LabCoat's website homepage

LabCoat Marketing offers specialized digital marketing services tailored for law firms. It focuses on amplifying your online presence, increasing client engagement, and driving more traffic to your legal services.

Why I Picked LabCoat Marketing:

In selecting LabCoat Marketing, its tailored approach to legal digital marketing caught my attention. The company understands the unique marketing needs of law firms, making it stand out from the crowd. It's this emphasis on specialization that makes me believe it is "Best for" law firms seeking dedicated digital marketing services.

Standout features & integrations:

Key features of LabCoat Marketing include SEO, PPC management, and social media marketing. Moreover, they offer content creation services and website design, ensuring a comprehensive digital marketing strategy. The software integrates seamlessly with various web analytics and tracking tools for performance monitoring.


Pricing upon request


  • Tailored approach specific to legal firms
  • Comprehensive suite of digital marketing services
  • Integration with web analytics tools for performance tracking


  • Pricing is not transparent
  • Might be more suitable for medium to large-sized firms
  • Smaller firms with limited budgets might find it costly

6. Nylas - Best for synchronizing law firm scheduling and communication

Nylas legal marketing software scheduler diagram
This is the Nylas calendar feature where you can easily create scheduling pages and allow users to book a time with you.

Nylas is a unified communications platform that consolidates emails, calendars, and contacts into a single, streamlined platform. It aids in simplifying the scheduling and communication processes, making it ideal for legal firms that juggle numerous client meetings and correspondence.

Why I Picked Nylas:

I chose Nylas for its impressive ability to streamline and simplify communication workflows. Compared to other tools, it stands out with its unified approach to managing different communication channels. It's for this reason I believe it's "Best for" synchronizing law firm scheduling and communication.

Standout features & integrations:

Among Nylas's powerful features are its unified inbox, easy-to-use scheduling tools, and contact management functionalities. It also provides an impressive set of integrations, including Gmail, Office 365, and Outlook, allowing users to streamline and manage communications without having to switch platforms.


The pricing for Nylas starts from $10/user/month (billed annually).


  • Unified platform for managing different communication channels
  • Robust scheduling tools
  • Extensive integration with popular email services


  • May be overkill for small law firms with less complex scheduling needs
  • The platform might require a learning curve to maximize its features
  • No monthly billing option, only annual

7. Marketing360 - Best for comprehensive law firm marketing strategy

Marketing360 legal marketing software optimize your business
With Marketing360, you can optimize your business online with listings, review response, and reputation management.

Marketing360 is an all-in-one marketing platform designed to manage and optimize digital marketing strategies for businesses. With its robust suite of tools and services, it's particularly useful for law firms that need to manage comprehensive marketing campaigns across multiple digital channels.

Why I Picked Marketing360:

I selected Marketing360 for its comprehensive range of marketing tools and services. Unlike other platforms, it offers a wide range of solutions - from SEO to social media marketing - all under one roof. It's this complete, multi-channel approach that makes it "Best for" a comprehensive law firm marketing strategy.

Standout features & integrations:

Marketing360 excels with its suite of marketing tools, including social media management, SEO tools, and email marketing. In addition, it integrates with popular platforms such as Google Analytics and various CRM systems, helping law firms track campaign performance and manage client relationships effectively.


Pricing for Marketing360 starts from $95/user/month.


  • Comprehensive suite of marketing tools in one platform
  • Useful integrations with analytics and CRM platforms
  • Capable of managing multi-channel marketing strategies


  • Higher starting price than some other marketing tools
  • Might have a steep learning curve due to its comprehensive features
  • Smaller law firms may not utilize all the available tools, leading to potential overpaying
Martindale-Avvo legal marketing software website
Martindale-Avvo's website homepage view

Martindale-Avvo is a platform that combines the trusted reputation of Martindale-Hubbell with the extensive reach of Avvo. The result is a marketing tool that can help law firms leverage an extensive legal network for leads. Given its unique focus on the legal community, it's particularly well-suited for law firms seeking to grow their client base.

Why I Picked Martindale-Avvo:

I picked Martindale-Avvo due to its unparalleled network within the legal community. Its dual foundation in Martindale-Hubbell and Avvo brings together a vast and diverse range of legal professionals and potential clients. This makes Martindale-Avvo stand out and justifies why it's "Best for" leveraging an extensive legal network for leads.

Standout features & integrations:

Martindale-Avvo's key feature is its extensive directory of legal professionals and potential clients, which can be a goldmine for lead generation. The platform also offers a range of marketing services, such as professional website design and online advertising. While it doesn't offer many third-party integrations, its intrinsic value lies in its own extensive network.


The pricing for Martindale-Avvo is upon request, with tailored solutions to meet varying needs.


  • Unparalleled network within the legal community
  • Offers a range of marketing services
  • Tailored solutions to meet different needs


  • Pricing information is not readily available
  • Limited third-party integrations
  • May not be suitable for law firms looking for a more traditional marketing tool

9. Mockingbird - Best for optimizing your law firm's online presence

Mockingbird legal marketing software report example
A sneak peek of Mockingbird's report example for leads and its channels

Mockingbird is a digital marketing agency that concentrates on the legal industry. They help law firms establish and refine their online presence, including website design, search engine optimization, and online advertising. This tool is best for law firms aiming to strengthen their online visibility and credibility.

Why I Picked Mockingbird:

I selected Mockingbird because of its dedication to legal marketing and its comprehensive suite of digital services. The company's singular focus on law firms enables it to understand and cater to the industry's unique needs, which differentiates it from general marketing agencies. Consequently, it's optimally positioned to boost a law firm's online presence.

Standout features & integrations:

Mockingbird's suite of services includes SEO, website design, paid advertising, and local marketing, among others. These services collectively ensure a law firm's online visibility is maximized. The agency integrates these services into a comprehensive digital marketing strategy tailored for each client.


Pricing for Mockingbird is available upon request. This is due to the bespoke nature of their services, which are customized to each client's specific requirements and objectives.


  • Specializes in legal marketing
  • Offers a comprehensive suite of digital marketing services
  • Customized strategies for each client


  • Lack of transparent pricing information
  • No specific software or digital tool provided
  • Limited to digital marketing, with no offline marketing services

10. FindLaw - Best for driving law firm growth with effective PPC campaigns

FindLaw legal marketing software sample leads growth
FindLaw's sample report for leads growth for a law firm using quality law firm digital marketing.

FindLaw is a comprehensive digital marketing solution that primarily serves law firms. It provides tools and services for search engine optimization, website development, and online advertising and particularly excels in Pay-Per-Click (PPC) campaigns. It's best for law firms aiming to drive growth through successful and highly targeted PPC initiatives.

Why I Picked FindLaw:

I picked FindLaw for its focus on the legal industry and its specialty in PPC campaigns. By providing services that are tailored to the unique demands of law firms, FindLaw stands apart from other digital marketing solutions. This specificity is why I believe FindLaw is the best tool for law firms seeking growth via impactful PPC campaigns.

Standout features & integrations:

Key features of FindLaw include its expertly managed PPC campaigns, SEO services, and website design and development. FindLaw integrates these services into a single, unified strategy designed to drive online visibility and attract potential clients.


Pricing for FindLaw is available upon request. Since its services are customized to the unique needs of each client, the cost varies according to the specific services rendered.


  • Expertise in the legal industry
  • Specialization in PPC campaigns
  • Comprehensive digital marketing services


  • Pricing is not transparent
  • Services may be over-specialized for firms seeking general marketing tools
  • Limited to online marketing efforts without support for offline initiatives
LawRuler legal marketing software inbox dashboard
Law Ruler allows every user to customize their inbox view to see the most important data to them right away. You can also filter through all of their fields to create your focus for the day.

LawRuler is a legal case management software that also provides robust marketing automation tools. Its focus is on helping law firms streamline their marketing initiatives, client interactions, and case handling. LawRuler is a standout choice for firms that want to automate their marketing efforts, making it easier to manage and grow their client base.

Why I Picked LawRuler:

I chose LawRuler due to its specialized focus on the legal industry and its robust automation capabilities. What sets it apart is its ability to handle not only case management but also to automate marketing processes, reducing manual efforts. I believe it's the best tool for law firms that want to maximize efficiency in their marketing initiatives.

Standout features & integrations:

Key features of LawRuler include its marketing automation, lead and case management, and legal CRM. It also offers pre-built integrations with popular software like Microsoft Office 365, Google Workspace, and QuickBooks to further streamline your workflows.


Pricing starts from $49/user/month, making it an affordable option for law firms of various sizes looking to automate their marketing and case management.


  • Specializes in legal marketing automation
  • Comprehensive case management tools
  • Robust integrations with popular software


  • The learning curve for mastering all features
  • Pricing can add up for larger teams
  • Some users may prefer separate tools for case management and marketing automation
Lawlytics legal marketing software website on sample devices
Here is a screenshot of the LawLytics website on sample devices

LawLytics is a specialized legal marketing platform designed for law firms of all sizes. It offers a suite of data-driven tools to enhance online visibility and attract more clients. This software stands out as an excellent choice for law firms that wish to leverage data-driven technology to steer their marketing strategies.

Why I Picked LawLytics:

The reason I picked LawLytics is due to its deep commitment to data-driven methodologies in legal marketing. Compared to other options, LawLytics concentrates on using data analytics to inform and guide marketing decisions. In my view, it is the top choice for law firms that want to take a more analytical approach to their marketing efforts.

Standout features & integrations:

LawLytics offers several important features, such as website building, SEO tools, content management, and analytics. The software does not necessarily integrate with other tools, as it aims to provide an all-in-one platform for law firm marketing.


Pricing for LawLytics starts at $200/month, providing an all-encompassing solution for legal firms to manage their marketing initiatives.


  • Focused on data-driven marketing
  • Comprehensive suite of marketing tools
  • Tailored specifically for law firms


  • More expensive than some alternatives
  • May have more features than smaller firms require
  • Lack of integrations may be a downside for some users

Below is a list of additional legal marketing software that I shortlisted but did not make it to the top 12. Definitely worth checking them out.

  1. Comrade - Good for providing comprehensive digital marketing solutions for law firms
  2. Ebbo - Good for customer relationship management with a focus on enhancing customer experiences
  3. Workast - Good for enhancing task management and workflow organization in teams
  4. TubeTraffic - Good for growing YouTube channels via SEO optimization and targeted traffic generation
  5. NetRocket - Good for boosting online visibility with its professional SEO services
  6. Wiserbrand - Good for offering specialized digital marketing and support services for eCommerce businesses
  7. Tikit - Good for small businesses seeking a free setup AI chatbot service
  8. WhiteHardt - Good for law firms looking for professional advertising and consulting services
  9. HudsonFusion - Good for businesses seeking strategic marketing and sales enablement
  10. LegalMatch - Good for individuals and businesses seeking legal advice or representation

When choosing a legal marketing software, there are several critical factors to consider. I've evaluated dozens of legal marketing tools, focusing on specific functionalities that are paramount in this field. Here's what I was really looking for:

Core Functionality

A legal marketing software should provide:

  • Targeted marketing strategy development
  • Comprehensive tracking and analytics for campaign performance
  • SEO optimization for better online visibility
  • Client relationship management features for improved client retention
  • Content marketing tools for generating and managing quality content

Key Features

These are the features that stand out and should be a significant consideration:

  • Data-Driven Decision Making: The software should provide robust analytics and reporting capabilities that enable law firms to make data-backed decisions.
  • Client Portal: A dedicated portal for clients to access and manage their information, enhancing client experience.
  • Automation: Automating routine tasks like follow-ups, notifications, and report generation can save significant time.
  • Integration: The software should easily integrate with existing CRM, email marketing, and social media platforms.


This deals with the design, ease of use, customer support, and how straightforward it is for new users to understand and use the tool:

  • Intuitive Interface: Legal marketing software should be easy to navigate with clear, well-labeled sections and a clean dashboard for managing and monitoring campaigns.
  • Ease of Setup and Onboarding: The software should not require extensive technical expertise to set up and should offer resources for easy onboarding.
  • Customer Support: Accessible and responsive customer support can drastically improve user experience, especially in instances of technical difficulties.
  • Scalability: As law firms grow, the software should be able to accommodate increasing clients and larger campaigns without compromising performance.

People Also Ask

Legal marketing software offers numerous benefits, including:

  • Streamlining Marketing Activities: It provides tools for automating repetitive tasks, improving efficiency, and allowing focus on core activities.
  • Data-Driven Decisions: Robust analytics features enable law firms to understand their marketing efforts' impact and make informed decisions.
  • Better Client Management: With CRM features, law firms can enhance client relationship management, improving client retention and experience.
  • Improved Online Presence: SEO tools and resources help law firms increase their visibility online, attracting more potential clients.
  • Enhanced Content Management: Legal marketing software often includes features to generate and manage quality content, an essential part of marketing strategy.

The cost of legal marketing software can vary significantly depending on the features, the size of the law firm, and the software provider.

There are a few standard pricing models for legal marketing software:

  • Subscription-based: This is usually a monthly or annual fee that gives users access to the software and its features. The fee often scales with the number of users or the range of features.
  • Per User: Some software charges are based on the number of users. This can be advantageous for small firms but costly for larger organizations.
  • Freemium: Some providers offer a basic version of their software for free, with additional features available for a fee.

The typical pricing range for legal marketing software can start as low as $20 per user per month for basic packages, reaching up to $500 per user per month for comprehensive, feature-rich packages.

The cheapest legal marketing software includes options like LawLytics, which starts at $20 per user per month. More expensive software, like FindLaw, can cost up to $500 per user per month, depending on the package and features.

Yes, there are free options available. However, these typically offer limited functionality compared to paid versions. An example is Zola Suite, which offers a free basic version of their legal practice management software, including some marketing features.


In conclusion, legal marketing software can significantly streamline marketing activities, improve client management, and bolster an online presence for law firms. They come with a host of functionalities, from SEO tools to content management features, all aimed at enhancing the visibility and reach of your practice.

Here are three key takeaways from this buyer's guide:

  1. Understand Your Needs: Your choice of software should align with the specific needs of your law firm. Consider the size of your firm, the scale of marketing activities, and the specific functionalities that you require before making a decision.
  2. Assess Key Features: Ensure the software you choose includes essential features like data analytics, content management, and client relationship management. Usability is another critical aspect to consider; your team should find the software easy to navigate and use.
  3. Evaluate Pricing Models: Pricing for legal marketing software can range significantly. Understand the different pricing models and consider the value each software option offers before choosing. Don't forget to take into account any additional fees, like setup or base fees, as well as the pricing scalability if your firm plans to grow.

What do you think?

As I continue to explore the evolving landscape of legal marketing software, I'd love to hear from you. If there's a tool that you've found beneficial and it's not on my list, please let me know.

Your input can help me provide more comprehensive and useful information for everyone in the future. I am looking forward to hearing your suggestions!

By Ben Aston

Ben Aston is an online media entrepreneur and founder of Black & White Zebra, an indie media company on a mission to help people and organizations succeed.

Since 2011, he has been evaluating, reviewing, and helping to recommend software through hundreds of articles across the company's influential digital publications, seeking to make technical workplace topics fun and easier to understand.