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The score behind the badge.
Every certified firm earns a 0–100 Certification Score from verifiable evidence: licensure and discipline records, court-confirmed outcomes, authenticated client reviews, published fee and access terms, and the quality and authority of its digital presence. No firm can pay for a point. Here is exactly how it works.
Gates before points. Evidence before claims. Local before national.
Gates before points
Licensure, discipline and identity checks are pass/fail. A suspended partner is not a deduction. It is a zero. Only firms that pass every gate are scored at all.
Evidence before claims
Court records, bar registries and API-sourced reviews outrank anything a firm tells us about itself. Self-reported "$1B recovered" totals score nothing until we can confirm them.
Local before national
Outcomes, review volume and search authority are compared within the firm's state and practice area, so a strong firm in Tulsa is measured against Tulsa, not Manhattan.
Five eligibility gates every firm must pass
Fail one and the firm is listed with a neutral profile but cannot be certified, regardless of reviews, results or website.
A gate has three answers, not two. It can pass, it can fail, and it can have no answer available. A check we have not run yet holds the firm at Listed until we run it, because that is our unfinished work and the firm should not be described as verified on the strength of it. But a check that cannot be answered is different, and it no longer costs a firm its tier. Two things produce that. Some states publish no source at all: Maryland's business filings are behind a crawler block and no state but New York gives us an attorney register we may query. And some records exist but cannot answer for a particular firm: New York does not require a general partnership to file with the Department of State, so the entity register has nothing to return for one and never will, and a register that lists eight people with the same name cannot tell us which of them works at the firm. In every one of those cases the profile says which check could not be made and why, in words, because the limit belongs to us or to the record rather than to the firm.
The numbering skips G4. It asked for the absence of a consumer-protection action across every enforcement body in the country, and no search can establish a negative that broad, so it was retired at v2.0 rather than being reported as passed. The gates that remain are the ones a machine can settle from a public source, and the numbers stay put so a score computed last month still means what it said.
Five pillars, 100 points
Each pillar is built from sub-factors with fixed point values. Percentile-based sub-factors are computed within the firm's cohort (state × practice area). Open any pillar for the full scoring table.
AProfessional Standing
Who the lawyers are and how the profession regards them25points
Professional Standing
| Sub-factor | Pts | How it's scored |
|---|---|---|
| A6 Roster verifiability | 9 | Share of the attorneys a firm names that we can match to the state register: 95%+ = 6 · 80% = 4.5 · 50% = 3 · below that = 1 · plus 3 where the firm publishes bar numbers on its own bios, which is a text change and the cheapest points on this scale |
| A2 Experience | 10 | Mean years since admission across the attorneys we matched, from their registration records: 15+ = 10 · 10–15 = 7 · 5–10 = 5 · under 5 = 2. The profile states how many of the firm's attorneys the mean covers. |
| A5 Accountability | 6 | Professional liability cover disclosed (3) · membership of a substantive bar or trial lawyers' association such as the AAJ, a state trial lawyers association, NACDL or AILA (3). Read off the firm's own pages, so a firm that publishes neither scores nothing here rather than being asked for it. Two things this deliberately will not count: the word insurance where the sentence is about the other side's carrier, which on a personal injury site is nearly every mention of it, and the paid "Top 100" and "Million Dollar" forums a firm can join by invoice, which are the badges G5 exists to screen out. |
BPublished Outcomes
What the firm publishes about its own results, and how openly15points
Published Outcomes
| Sub-factor | Pts | How it's scored |
|---|---|---|
| B1 Results published | 6 | How many results the firm publishes on its own site: 25+ = 6 · 10 = 4.5 · 3 = 3 · at least one = 1. A firm that publishes none scores nothing, which is a finding about the firm; a page we could not read leaves the pillar unscored instead. |
| B2 Specificity | 5 | Each kind of case the results are attributed to, 1 each up to 3 · a court or county named anywhere on the page 2. A figure with a venue can be looked up; a figure on its own cannot. |
| B3 Results disclosure | 4 | A prior-results disclaimer on the results page, which New York's advertising rules effectively require. Of the first ten firms we read, four carried one. |
CClient Experience
How clients rate and describe the firm, after authenticity filtering20points
Client Experience
| Sub-factor | Pts | How it's scored |
|---|---|---|
| C1 Authentic volume | 5 | Total reviews across the firm's verified Google listings, on a fixed ladder rather than a percentile: 300+ = 5 · 150 = 4 · 75 = 3 · 25 = 2 · 10 = 1. A fixed ladder because a firm should be able to read its own row without knowing what its neighbours did, and because volume is the one signal here that needs no interpretation. |
| C2 Rating quality | 6 | Bayesian average with the cohort mean as prior, so 3 reviews at 5.0 never beat 400 at 4.8 |
| C3 Review recency | 5 | Share of the sampled reviews left in the last 12 months: 60%+ = 5 · 40% = 4 · 20% = 2.5 · any at all = 1. Google returns five reviews per business listing, so this is a sample and the profile says how large it was. |
| C5 Complaint share | 4 | Share of the sampled reviews rating 1 or 2 stars: none = 4 · up to 10% = 3 · up to 20% = 2 · up to 35% = 1. A sample, so this is the shape of the complaints rather than a count of them. |
DDigital Presence & Authority
Website trust, search authority, local presence and E-E-A-T. The pillar that rewards firms that move25points
Digital Presence & Authority
Every signal here is a proxy for accountability (a firm that publishes names, bar numbers, fees and fresh content is easier to hold to account) or for real-world demand (brand searches, quality links, local rankings). Paid advertising is excluded: Google Ads, Local Services Ads and paid directory badges contribute nothing.
| Sub-factor | Pts | Signals |
|---|---|---|
| D1 Website trust & experience | 7 | Core Web Vitals pass (LCP, INP, CLS via PageSpeed Insights) 2 · mobile-friendly and accessibility score ≥ 90 1 · attorney bios with bar numbers and photos 1 · transparent fee / consultation page 1 · privacy policy, disclaimers, attorney-advertising notice 1 · content updated within 90 days 1 |
| D2 Search authority | 8 | Domain authority percentile within cohort (median of Ahrefs DR, Moz DA, Semrush AS) 3 · quality referring domains from legal, news, .edu/.gov and local organisations, spam score under 5% 2 · organic visibility for non-brand practice-area keywords in the firm's market 2 · brand search demand and trend 1 |
| D3 Local presence | 5 | Google Business Profile verified and complete: categories, hours, services, 20+ photos, Q&A, posts in last 60 days 2 · NAP consistency across top 30 citations (Apple Business Connect, Bing Places, Avvo, Yelp, FindLaw, Justia…) 1 · local-pack rankings for "[practice] lawyer [city]" core terms, top 3 = full 2 |
| D4 Content, E-E-A-T & structured data | 5 | Original legal content with attorney bylines and credentials 2 · schema.org markup (LegalService/Attorney, FAQPage, Review, BreadcrumbList) 1 · earned media and citations in news, court reporters, CLE speaking or publications 1 · AI-search visibility: firm cited in ChatGPT, Gemini, Perplexity and AI Overviews answers for its core queries, sampled quarterly 1 |
EAccess & Responsiveness
How easy it is to reach and afford the firm15points
Access & Responsiveness
| Sub-factor | Pts | How it's scored |
|---|---|---|
| E1 Free consultation & fee transparency | 6 | Free consultation 1 · fee model stated publicly, whether contingency %, hourly range or flat fee 2 · the actual fee terms published, not just the model 1 |
| E3 Languages & accessibility | 4 | Each language beyond English 1.5 (max 3) · ADA-accessible offices or virtual consultations 1 |
| E4 Availability | 5 | 24/7 intake line 2.5 · evening or weekend hours, hospital or home visits 2.5 |
What the badge says, and what it takes
One or more gates still to be checked, or a gate not passed. A neutral profile with no badge, and the sub-scores we do have.
All five eligibility gates checked and passed: licensure, discipline, entity and office, consumer-protection actions, website baseline and public footprint. This says the firm is what it says it is. It says nothing about the score.
Every gate passed, and a score of 65 or better across the sub-factors we have assessed.
Strong verified outcomes and client record, plus a mature digital presence.
The top 5% of the firm's state × practice cohort.
A New York personal injury firm → LFL Certified
A + B + C = 46 of 65, so the firm clears the Certified floor. The example assumes every sub-factor was assessable; where one is not, it leaves the scale rather than costing the firm points. Path to Distinguished (78): publish each result with its case type and date instead of a lump total (+4 in B2 and B3), add JSON-LD and bylined attorney pages (+5 in D1 and D4), and state the fee terms in full (+2 in E1). Every one of those is something a firm changes on its own website, and nothing on that list is submitted to us.
Every certified profile publishes this exact breakdown
Gates first, then the five pillars with every sub-score and the evidence behind it. Rows are tagged by source: Registry, Observed or, during onboarding, Illustrative. The card always states the shortest path to the next tier.
Verified
All 5 eligibility gates passed. Strongest pillar: A; most headroom in pillar B (0/15).
LFL Verified 2026AProfessional Standing20/25
BPublished Outcomes0/15
CClient Experience16/20
DDigital Presence & Authority9/25
EAccess & Responsiveness10/15
Certification is a monthly event, not a plaque
Re-checked and republished
- Licensure and disciplinary feeds
- Review aggregation and authenticity
- Website crawl and Core Web Vitals
- GBP, local rankings, authority metrics
- Scores republish on the 1st business day
Tested from the outside
- AI-search visibility sampling
- Citation and NAP audit
Documentation reviewed
- Outcomes evidence re-examined
- Peer-recognition inputs refreshed
- Firm re-attests results and insurance
Badge removed within 30 days
- Any public discipline or suspension
- AG or FTC action
- Verified fake reviews (12-month cooling period)
- Deceptive website claims · loss of office
- Revocations logged publicly on the profile
Where every point comes from
No firm can pay for a point
Certification, profiles and score breakdowns are free. Our revenue comes from optional annual listings and clearly labeled sponsored placements, none of which touch gates, sub-scores or tiers.
Can a firm pay to be certified or to rank higher?
Can a firm see and dispute its score?
Why include SEO and website signals in a trust score?
How are small-market firms treated fairly?
How often does the methodology change?
See your score before anyone else does
Claim your profile to view your full breakdown, submit results for verification and get a concrete list of what would move you to the next tier.
- Free: certification cannot be purchased
- Full sub-score visibility and evidence
- 30-day appeals reviewed by an attorney
- Monthly re-scoring as you improve