FindLaw is being sold to Internet Brands: What You Need to Know

In a move that is sending ripples through the legal marketing industry, Thomson Reuters recently announced that FindLaw is being sold to Internet Brands. This development marks a significant shift in the landscape of online legal services and marketing. If you are a FindLaw client or someone considering their services, you might be wondering what this means for you.

FindLaw: An Established Name in Online Legal Marketing

Since the early days of the Internet, FindLaw has been a prominent name in the world of digital legal marketing and information. For more than two decades, law firms across the nation have relied on FindLaw to boost their online presence, attract clients, and stay informed about the latest legal developments.

FindLaw’s comprehensive suite of services, from website design to legal directories and content marketing, has been used by thousands of attorneys to establish their digital footprint and connect with potential clients. The platform’s commitment to providing valuable resources for both legal professionals and the public has made it a go-to destination for consumers seeking legal assistance or information.

The Acquisition: What We Know

On October 3, 2024, Thomson Reuters made the official announcement: they have entered into a definitive agreement to sell FindLaw to Internet Brands. This transaction is expected to close in the fourth quarter of 2024, pending necessary regulatory approvals.

Who is Internet Brands?

Internet Brands is a well-established player in the digital space, known for its portfolio of high-value vertical category websites. Founded in 1998, the company has made a name for itself by acquiring and operating digital platforms across various industries, with a particular focus on the health and legal sectors.

Some of Internet Brands’ notable health and legal brands include:

• WebMD: A leading source of health information for consumers and healthcare professionals.
• Martindale-Hubbell: One of the oldest online legal directories.
• Avvo: A popular lawyer directory and legal Q&A forum.
• Nolo: A provider of DIY legal solutions and information.

The addition of FindLaw to this roster further solidifies Internet Brands’ position in the legal services market.

The Rationale Behind the Sale

Thomson Reuters frames this sale as a strategic move allowing both companies to focus on their core priorities. For Thomson Reuters, this likely means concentrating on their legal research and software solutions, such as Westlaw and Practical Law. For Internet Brands, acquiring FindLaw expands their already significant presence in the legal marketing space.

What The Acquisition Might Mean for FindLaw Users

While official statements paint a picture of continuity and improvement, the history of Internet Brands’ acquisitions in the legal sector suggests that FindLaw users should be prepared for significant changes and potential disruptions in service. Based on what occurred following the acquisitions of Martindale-Hubbell, Lawyers.com, and Avvo, here are some potential outcomes FindLaw users might face:

1. Layoffs and Loss of Expertise: Following the Martindale-Hubbell acquisition, 205 employees were let go, resulting in a significant loss of institutional knowledge. FindLaw users might experience a similar decline in service quality as experienced staff who handled critical tasks could be replaced.

1. Decline in Service Quality: After previous acquisitions, questions arose about whether work was still being done on client websites and SEO. The Lawyers.com blog, a significant traffic driver, stopped being updated post-acquisition. FindLaw users should closely monitor their services for any drops in quality or attention.
2. Lack of Transparency: Clients of acquired companies were often left in the dark about changes to their services and contracts. Notably, Internet Brands initially didn’t even mention Martindale-Hubbell on their website after the acquisition.
3. Discontinuation of Services: Following the Avvo acquisition, Internet Brands discontinued Avvo Legal Services, a popular fixed-fee legal service portal.
4. Shift in Business Model: There’s speculation, based on past actions, that Internet Brands might transform FindLaw into a pay-per-lead service, similar to what happened with Nolo. This could significantly change how lawyers/law firms interact with and benefit from the platform.
5. Data Privacy Concerns: With FindLaw joining Internet Brands’ portfolio of legal websites, users should be vigilant about how their data might be shared or used across multiple platforms.
6. Pricing and Contract Pressures: Some lawyers reported feeling pressured into expensive advertising packages across multiple Internet Brands properties after previous acquisitions. FindLaw users could face similar pressures.
7. Potential Stagnation in Innovation: There are concerns that acquired brands under Internet Brands tend not to continue innovating or improving their offerings at the same pace. This could be of particular concern with the acquisition of FindLaw because it removes the company’s largest competitor in the legal marketing space.

Looking Ahead: What Should FindLaw Clients Do Now?

Given the potential changes and challenges that may arise from this acquisition, FindLaw clients should take proactive steps to protect their interests and ensure the continuity of their digital marketing efforts. Here are some specific actions to consider:

• Review and Document Current Services: Thoroughly document all services you currently receive from FindLaw, including website hosting, SEO, content creation, social media, and any other marketing services. Take screenshots or archive copies of your current website and analytics data as a baseline for future reference.
• Scrutinize Your Contract: Carefully review your existing contract with FindLaw, paying special attention to clauses related to change of ownership, service modifications, and termination rights.
• Monitor Service Quality Closely: Set up regular checks to monitor your website’s performance, SEO rankings, and content updates. Keep detailed records of any changes in service quality or responsiveness from FindLaw’s team.
• Prepare for Potential Data Migration: Request a full backup of your website, content, and any proprietary data held by FindLaw. Ensure you have access to and control over your domain name and hosting accounts.
• Stay Informed and Demand Transparency: Actively seek updates from FindLaw about any changes to services, pricing, or terms. Don’t hesitate to ask direct questions about how the acquisition will affect your specific services and contracts.
• Prepare for Potential Service Changes: Develop a contingency plan for critical services, such as website hosting or lead generation, in case of sudden changes or service interruptions. Consider setting aside a budget for potential migration to new services if necessary.
• Monitor Your Online Presence: Keep a close eye on your ratings and profile across various legal directories and platforms owned by Internet Brands. Be prepared to actively manage your online presence across multiple platforms if necessary.
• Evaluate ROI and Explore Alternatives: Conduct a thorough analysis of the return on investment you are getting from FindLaw services. Research alternative legal marketing platforms and services that may be able to provide better service and a stronger ROI.

If you are thinking about switching from FindLaw to another marketing company in the midst of this acquisition, we invite you to consider Too Darn Loud Marketing. We are a full-service digital marketing agency that specializes in law firm marketing, and we deliver customized solutions that are designed to drive results and generate the highest possible ROI.

Call us today at (800) 649-1764 or reach out to us online to set up a free, no-obligation consultation.