Waiting in line for .law domainToday, all law firms will be able to apply for .law names. This top-level domain name is intended to create an online space in which only regulated, licensed legal practitioners can be found.

In order to purchase your .law domain name, there are specific steps involved, as well as some key dates of which to be aware. Here is a quick guide to help you move forward with purchasing your .law domain.

What domain names should you buy?

  1. Purchase the .law version of your domain name.
  1. Consider purchasing keyword specific URLs that are important to your branding efforts, such as employmentlawyer.law, employment.law, advertisinglaw.law, etc. Do this with the recognition that there could be bidding for some of the more popular domains.

Amy’s Update:  Years ago, we tended to go whole hog, trying to beat the domain squatters and purchasing any related or relevant url, hoping to drive qualified searchers to our sites.   Today, it is believed that Google does not give search preference to matching domains.  So should you go for the vanity URLs we mention above, or just ignore them?  My thinking is, if you are dominant in a particular practice you might want to apply for that .law domain  (Littler Mendelson may want Employment.law for instance).  Otherwise securing your name is the place to start.

When and where can you register the domain?

Oct. 12 – 18, 2015:

  1. Qualified lawyers can apply for domain names. Domain names will be awarded on a first-come, first-served basis.
  2. There will be a one-time Early Access Program (EAP) fee as well as an annual registration fee.
  3. Pricing will decrease each day for the first seven days of General Availability – check with an authorized registrar for purchasing details.

Amy’s Update:  Oh boy, will there be an EAP Fee!  We attempted this process today for a boutique law firm client and found that their domain name was available for $11,000 today (October 12, 2015) and $2,000 tomorrow (October 13, 2015).  Provided it is still available next week (and in this instance there is no reason not to think that it will be), it would be available for the registration only, in the neighborhood of $200.  We’ll be advising our clients to wait until either late in the week or next week, depending on how common their firm name is.

October 19 – Future:

  • Qualified lawyers can still purchase domain names on a first-come, first-served basis, minus the EAP fee.

What is the eligibility process?

  1. Decide which of your firm’s lawyers will be designated a “qualified lawyer” for purposes of purchasing .law domain names – such as your managing partner or marketing partner.
  2. Gather the following information for your qualified lawyer:
  • Attorney’s name (as it appears on his/her bar registration)
  • State/jurisdiction(s) where attorney is licensed to practice
  • Year of registration: Year(s) admitted to practice
  • Bar registration number(s)
  • Bar association state and country

How long does it take?

The verification process should take 48 hours, after which time the domain names you applied for will be registered to you.

More discussion on .law domain purchases can be found at Heather Morse’s Legal Watercooler blog in a guest post by Igor Ilyinsky.



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This article was previously published in Strategies, May/June 2015. Want to instantly strike up a rapport with another legal marketer whom you don’t know yet? Share how you feel about Chambers submissions and you’ll be kvetching like old friends in no time! As Chambers season cranks into high gear for another year, we bring you […]

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The Great Attorney Bio Challenge! [Infographic]

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Law firm website statistics tell the story over and over again: Attorney bio pages grab the lion’s share of the site’s traffic. Clients, potential clients and referral sources want to know about you, your expertise and your experience. Why not reward them with an engaging and insightful picture of what you can do? It’s always […]

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Target Your Key Audiences with a White Paper

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Over the past few years, one of our clients has grown a thriving practice around a specialized, rapidly evolving area of law. During this time, we have promoted the practice through the usual communications channels—website videos and case studies, targeted marketing pieces, and an active social media presence. It wasn’t long before everyone involved discovered […]

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2014 Analysis of Chambers USA Rankings for Am Law 200 Firms

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“Why am I not listed in Chambers, again?”

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Most days, legal marketing is a rewarding, challenging job. Other days, such as the day that Chambers announces its rankings, are days when you feel like you’ve entered a minefield the minute you step into the office. The attorneys who have maintained their ranking, or been added to Chambers’ exclusive list, might give you a quiet thank […]

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How LinkedIn Publishing Could Kill The Law Blog

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The Most Interesting Trends from Marketing Partner Forum 2014

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In January, I spent three stimulating days at the Thomson Reuters Legal Executive Institute’s Marketing Partner Forum in Naples, Florida.  After 12 months of listening to much on-line prognosticating about the demise of BigLaw (and life as we know it, evidently) we heard numerous panels of managing partners, marketing partners, in-house counsel and CMOs who shared […]

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3 Steps to LinkedIn Company Pages That Sizzle

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While we all know that LinkedIn.com is the world’s largest professional networking community, there is so much more that a law firm can do in this social utility than just make sure its lawyers have profiles (though that is of critical importance). Can you say, “Company pages?” At their most basic level, LinkedIn.com Company pages […]

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Getting Ahead with Gratitude

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(originally published in the newsletter of the LMA Capital Chapter) With the holiday season upon us, law firms’ thoughts turn to the logistics of sending holiday cards and brainstorming the hottest client gifts. And, while these touch points show clients that your attorneys appreciate their business, why not consider taking it a step further and […]

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