First Impressions Matter: Choosing a Memorable Law Firm Name

Ever thought about what’s a good name for a law firm or why law firms are often named after partners? Choosing appropriate law firm names may seem like a simple task, but it is actually one of the most crucial factors to consider when establishing a firm, whether alone or with other attorneys. 

Like most companies and businesses, having a recognizable name will help your brand stand out among competitors in a crowded market. Even if some slight changes may occur, a business can still generate a significant amount of hype among consumers through its name alone.

However, creating a name for your firm is not as easy as it appears to be. Many things will come into play, from available trademarks and selling points to the type of brand you and your fellow attorneys wish to create.

If you want to learn how to choose a strong law firm name, this guide will discuss some of the factors you will likely consider along the way. It will also shed light on choosing a name that will seamlessly fit into your planned marketing and growth-related efforts.

Why Are Law Company Names Important?

There are multiple reasons why law office names play a significant factor in helping lawyers attract clients. While there are different ways to choose or create a good law firm name, the fundamental reasons behind doing so have always remained the same.

Brand Recognition

In recent years, differentiation has become a key factor in generating leads within the U.S. legal market. Instead of assessing industry connections or a firm’s history, people are now choosing attorneys based on how efficiently they provide counsel.

As such, a good law firm name will help you form a recognizable and impactful brand in the long run. It will be instrumental in improving your capacity to attract new clients and retain existing ones, especially when combined with a proper marketing approach.

Client Perception and Trust

Your law firm’s name must not only elevate your brand in terms of market appeal. It must also attract clients on a personal level, particularly where trust and perception are concerned. A well-chosen name will help your firm and your team resonate with your target audience by appealing to their needs and interests, making your brand more appealing and approachable.

To create a name that appeals to your target clients, study the needs and concerns of the people you want to serve. You can do this by looking at the questions they ask or researching popular trends online and in your local area.

Marketing and Communication

As mentioned earlier, a strong law firm name will support your marketing efforts. It will play a big role in shaping your brand's presence and identity. Prominently featuring your law firm's name on advertising materials like business cards will help potential clients remember your brand You may also create customized graphics containing your firm’s name for your website or online advertisements to supplement your physical marketing initiatives.

What Factors Should Be Considered When Choosing Law Office Names?

When figuring out how to choose a law firm name, there are also various factors to keep in mind. These will dictate whether the name you want is viable for your firm’s brand and complies with existing laws and guidelines related to trademarks.

Availability

Since millions of business entities exist in the U.S., it can be challenging to find the right name for your company without being similar to another business’s name. For this reason, it is important to check whether the name you have chosen for your law firm is already taken. This is vital in ensuring that you do not commit a violation for trademark infringement.

If your firm’s name is identical or closely similar to another firm, the latter can sue you for damages or legally require you change the name. This can lead to a bigger hassle, especially if you have already produced marketing materials for your firm.

You can check whether your prospective name is available by:

• Inquiring with your local state business filing agency;

• Checking your chosen name on a search engine;

• Searching for trademarks in the U.S. Patent and Trademark Office database;

• Searching for “doing business as” (DBA) businesses at your local county clerk’s office.

If the firm name is available, you can then choose a domain name to match it. This will complement your online presence and boost your credibility among potential clients on the Internet. You can register your domain name via online registrar services such as IONOS or Google Domains. You may also check the availability of a domain name using search tools like Domainr or Nameboy.

Once your domain name is secured, you can officially trademark and register your firm. You can do this by filing the necessary documents with your local state agency and applying for trademark protection at the USPTO. The latter will safeguard your firm and services from infringement.

Memorability

Brand recognition is one of the primary goals when considering how to name a law firm. To help clients remember your firm's name, choose one that is easy to pronounce and spell. You can also make the name memorable by using alliteration or wordplay that aligns with your principles and goals. This works well in grabbing people's attention and leaving a lasting impression.

Relevance

Another factor when selecting a name for your firm is its relevance to your practice as an attorney. This will help people in your local area quickly identify which areas of the law you cover. This will draw in those with concerns related to those areas. This is why you often see firms that include personal injury or family law in their names.

However, you should also check whether most law firms in your state use the same approach. If so, it can be difficult to stand out among competitors. In this case, you can adjust your firm’s name to reflect its values instead. For instance, you can use terms such as justice or defender if your practice focuses on criminal law or advocates and community if you primarily represent workers and low-income families.

Future Growth

When establishing a firm, it is also essential to account for future expansion or changes in the services you offer. As years pass, your team will likely grow larger with more lawyers or paralegals joining. Some of them may even practice in different legal areas or jurisdictions. Even lawyers who are part of your firm’s chosen name may end up leaving for personal or professional reasons at some point in the future.

As such, it can be advantageous to prepare for such changes and create adjustments to your firm’s current name. Remember to also account for the processes involved if you wish to make an official name change.

What Are Some Options for Good Law Firm Names?

After reflecting on all these factors, you can start brainstorming law firm names. While the number of named partners a law firm can have will ultimately be up to you and your fellow attorneys, the following sections provide suggestions on the types of names you can use.

Founders’ Names

One of the most common approaches in creating law firm names is to use the names and surnames of the founders. This works for both solo practitioners and teams of attorneys, as it immediately informs people about the individuals behind a firm. If a firm was founded by a well-known lawyer within the community or state, its name can also lend credibility and prestige. Examples of firm names with founder names and surnames are:

• Jones & McGee

• Ellis & Associates

• The Maximilian Browne Law Firm

• The Law Offices of Henson & Henson.

Descriptive Names

If you wish to boost your search engine optimization efforts, you can go for descriptive names that convey your practice areas. This will help platforms such as Google track your firm’s website and include it in search results for those looking for a specific type of attorney.

Again, this depends on whether few or many firms use the same format within your state. If some names are too similar, consider using keywords related to your practice instead. Some examples of descriptive names include:

• The DUI Law Office of Timothy Grant

• The Jonathan Schmidt Real Estate Firm

• Stetson and Robertson Family Advocates

• Brenner Tax Law Solutions

• The Marcus Bradley Criminal Defense Center.

Invented Names

Alternatively, you can forego using names and surnames for your firm and instead choose a name that incorporates creative and unique words. These can be words combined together or translations of certain terms from another language. While this approach will give your firm a memorable name that boosts its recognizability, try using words that fit your values and brand. Examples include:

• Veritas Legal Group (veritas is Latin for truth)

• The Animo Law Center (animo is Latin for courage)

• Justicia Law (justicia is Spanish for justice)

• The Liberty Lion Law Firm

• Bright Beacon Legal Solutions.

Location-Based Names

Another way to boost your SEO is to choose a name that specifies where your firm is located. This is useful since it will make your firm more visible to clients in your area. However, this option might not be ideal if you wish to expand your reach or if your team covers multiple jurisdictions. The following are examples of location-based names:

• Courtroom Cavaliers of Colorado

• Pittsburgh Probate Planners

• The Personal Injury Center of Los Angeles

• West Newbury Family Law.

What Else Must Law Firms Know When Picking a Name?

Now that you have identified the possible choices involved in naming a law firm, you can narrow down your options more efficiently. If you and your fellow lawyers wish to brainstorm further, consider the following additional ideas:

Incorporating Unique Selling Points/Propositions

A unique selling point or proposition (USP) is something that sets one company apart from others, contributing to differentiation and helping it stand out as a result. Where law firms are concerned, a USP improves your visibility in a market where there are little to no differences in the services you offer, so its role is vital.

To incorporate a USP into your firm’s name, you must understand your audience’s needs and the assistance you can give them. For instance, if you predominantly take on real estate matters, you can choose a name such as “Henry Weiss Real Estate Planners.” Those who have real estate planning concerns will be drawn to you since you are showing that it is the legal area you are focusing on.

Leveraging Online Resources

If you are having difficulty thinking of a name, you can utilize online tools such as business name generators. These use artificial intelligence to provide potential names based on keywords and phrases relevant to your practice. Some examples of these tools are Looka, Namelix, and Shopify.

On the other hand, if you wish to check the availability of your name, you can use the USPTO’s database, as mentioned earlier. You can also visit the USPTO’s website to submit trademark forms and payments.

Testing Potential Names

On a more interpersonal note, you can approach your colleagues, friends, and clients to gauge their feedback on your chosen names. This is a more direct way of checking whether the name you want to use effectively attracts people and embodies your brand. Since you are catering to individuals, hearing other people's opinions can help you adjust your choices accordingly.

Is There a Legal Process for Law Firm Name Changes?

How often do law firms change names? Law firms do not change names frequently. However, when the need arises, follow these steps: Start with rechecking if your new name is available at your state’s business filing agency or the USPTO. Afterward, obtain your team's approval regarding the change before filing the required documents. 

If your law firm operates within multiple states, the process of changing names will likely take longer. This is because you must make the required updates within specific agencies, particularly for business permits, local licensing records, and internal documents.

Establish Your Law Firm’s Brand Identity with Expertise.com

Expertise.com offers connections to digital marketing agencies that can help you establish and fine-tune your brand. It also has a directory of companies that can work with your team to create an SEO strategy based on your desired firm name. In addition, some agencies can serve as business and marketing consultants for your online advertising efforts.

FAQs on Law Firm Name Selection

• Can I use the same name as another firm in a different state outside our jurisdiction?
• Can I use a slogan or tagline with my firm’s name?
• How much does it cost to trademark my firm’s name?