The right name can help you race ahead of your competition and leave a lasting impression on potential clients. But how do you choose the perfect name for your firm? In this article, we’ll explore the various factors to consider when selecting a name, the different types of law firm names, and the legal and ethical guidelines to keep in mind. So buckle up and let’s accelerate towards finding your law firm’s perfect name!

Considerations for Choosing a Law Firm Name


Just like a finely tuned engine, your law firm’s name should exude professionalism. It should reflect the serious and important nature of the legal services you provide. Avoid using names that are overly casual, gimmicky, or confusing, as these can undermine your credibility and give the wrong impression about your firm.


A memorable law firm name can be a powerful tool for attracting new clients and staying top-of-mind among your existing clientele. Think of your law firm’s name as the sleek, eye-catching paint job on a high-speed sports car – it needs to stand out from the competition. Aim for a name that is unique, easy to pronounce, and simple to spell, ensuring that potential clients can easily find and remember your firm.

Geographic Relevance

Your law firm’s name should also take into account your target market and geographic location. A name that is relevant to your area can help establish a strong connection with local clients and create a sense of familiarity. For example, if you’re located in the heart of a major city, you might consider incorporating the city’s name or a well-known landmark into your firm’s name.

Types of Law Firm Names

Partner Surnames

Traditional law firm names often combine the surnames of the founding partners. This approach adds a personal touch to your firm’s brand and can help convey a sense of stability and tradition. However, be cautious when following this route – if your firm’s partners have difficult-to-pronounce or overly common surnames, it may not be the most memorable or distinctive choice.

Descriptive Names

Descriptive names provide a clear, straightforward indication of the legal services your firm offers. For example, a personal injury law firm might choose a name like “Cityname Auto Accident Attorneys.” This approach can make it easy for potential clients to quickly identify your area of expertise, but be careful not to choose a name that is too generic or bland.

Abstract Names

Abstract names, like the sleek lines of a sports car, can evoke a sense of excitement and intrigue. These types of names do not explicitly describe your legal services but can still convey a powerful brand image. For example, a law firm specializing in intellectual property might choose a name like “Innovate Law” or “IdeaGuard Legal.” Just be sure to select an abstract name that still communicates a sense of professionalism and relevance to your target market.

Legal and Ethical Guidelines

Bar Association Rules

Before speeding ahead with your law firm name, make sure you’re aware of any rules or regulations set forth by your state or local bar association. These rules may dictate what types of names are acceptable and may require you to register your firm’s name with the bar. Be sure to review these guidelines carefully to ensure your chosen name complies with all relevant legal and ethical requirements.

Trademark Considerations

Lastly, it’s important to consider trademark laws when selecting your law firm’s name. Conduct a thorough search to ensure that your desired name is not already in use by another firm or business. Registering your firm’s name as a trademark can help protect your brand and prevent potential legal disputes down the road.


Choosing the perfect name for your law firm is a crucial step in establishing a strong brand identity and setting yourself apart from your competition. By considering factors like professionalism, memorability, and geographic relevance, and adhering to legal and ethical guidelines, you can create a name that truly reflects your firm’s unique strengths and values.

Ready to turbocharge your law firm’s online presence? Schedule a discovery call with LawTurbo at and let us help you accelerate your SEO performance, just like a high-performance sports car.