Law firms leads, ready for outreach.
Law firms carry some of the highest local customer-acquisition costs, especially personal injury. Practice area matters more than "lawyer": a PI firm and an estate planner are different buyers.
Google categories to target
These are real Google Business Profile categories. LeadMerlin's /v2/suggest endpoint returns category and keyword suggestions for any niche, and every finished job reports a count per category.
Who sells to law firms
- Legal marketing and SEO agencies
- Intake, call-answering and CRM software
- Legal tech (document automation, e-signature)
- Case-referral networks
The fields that matter for this niche
category Practice area is the whole segmentation. Run one search per area.
owner Small firms are often named for the founding partner; the website usually says who.
web.tech.chat Intake chat is common in PI; absence is a direct pitch.
contact.all_emails Firms list intake@ and named attorney addresses; pick based on your offer.
Outreach signals to filter on
Every enriched lead includes its website text and tech fingerprint. Your spreadsheet, script or AI agent can filter on these signals before anyone writes an email.
| Signal | Where it shows up | Outreach angle |
|---|---|---|
| No live chat on a PI site | web.tech.chat = null | 24/7 intake chat or answering service. |
| Running Google Ads | advertising includes 'google_ads' | Landing-page and intake conversion audit. |
| DIY site builder | cms in ['wix','squarespace'] | Professional redesign framed around credibility. |
Sample request
Search law firms in Denver, CO with strictness: "moderate". Up to five location codes fit in one job. You are charged 1 credit per business that has a website. Listings without a website and off-niche results are free.
curl -X POST https://api.leadmerlin.com/api/v2/searches \
-H "x-api-key: lm_your_key" \
-H "content-type: application/json" \
-d '{"keyword":"personal injury lawyer","location_codes":[1014485],"strictness":"moderate"}'
Then poll GET /v2/jobs/:id and page through /v2/jobs/:id/results. Want to see the response shape first? The demo endpoints need no key.
Honest caveats
- Lawyer advertising and solicitation rules vary by state. That applies to their marketing, so do not promise outcomes.
- Large firms have many listings (one per office); dedupe by website domain.
- Owner names come from the business's own website text. Fill rates vary by niche and by how much a site says about its people.
Try it on law firms in your market.
First 100 leads free. No credit card. Use the dashboard, the API, or paste the agent skill into Claude Code, Cursor or Codex.
Start free