Free ICP generator / Law firm
Ideal client profile for a law firm
Most firm websites list practice areas. Clients don't search by practice area; they search by the event they're facing: a raise, a sale, a dispute, a hire gone wrong. A useful law firm ICP is built around those events. It covers the companies likely to face them, the person who calls a lawyer (often the founder or CFO, not in-house counsel), and the signs that the matter is the size your firm handles well. The disqualifiers help with intake: matters too small for your rates, or too specialised for your bench. Below is a worked example for Marrowgate Law, a fictional business law firm. This sample has two groups; a third had too little on the site to support it.
Marrowgate Law marrowgate.example
Corporate and transactional law for growing private companies. Marrowgate Law is a fictional law firm. Its site is invented so the generator has something to read; yours fills in here.
Venture-backed startups raising a seed or Series A
Best fit: a practice page, 3 case summaries- Who they areUS software and life-science startups with 5 to 60 staff raising $2M to $20M.From /practice/venture-financing
- Who decidesThe CEO or co-founder, often introduced by an investor.From /practice/venture-financing
- Their painA term sheet arrives and the company has no counsel who knows market terms.From /practice/venture-financing
- What sets them offA signed term sheet, a convertible note coming due, or a first option-plan grant.From /insights/first-option-plan
- Who to skipPre-incorporation ideas and companies raising under $500k from friends and family.From /faq
- Where they areAccelerator mentor networks and the venture firms that refer counsel.From /about
Family-owned businesses preparing a sale or succession
Strong fit: a practice page, 1 case summary- Who they areSecond-generation companies with $10M to $75M in revenue.From /practice/mergers-acquisitions
- Who decidesThe owner, with their accountant and wealth adviser in the room.From /practice/mergers-acquisitions
- Their painA buyer's letter of intent arrives before the paperwork is in order.From /practice/mergers-acquisitions
- What sets them offAn approach from a private-equity buyer, an owner's health event, or the next generation stepping in.From /insights/selling-to-private-equity
- Who to skipAsset-only sales under $1M.From /faq
- Where they areAccountants and wealth advisers who serve business owners, and the brokers who sell companies.Inferred from/about
Positioning check
The homepage lists nine practice areas in equal boxes. Three of the four case summaries are financings. Lead with "counsel for your raise" and give M&A its own section; the other seven areas can sit on a practice list.
Now do yours
Same table, built from your own website. Group 1 is free, no email.
Questions
Can a law firm use an ICP without looking salesy?
Yes. An ICP is mostly an intake tool: it tells you which matters to take, which to refer, and what your site should say first. None of that needs to appear as a sales pitch.
What triggers lead businesses to hire a law firm?
Events: a term sheet, an offer to buy, a dispute, a key hire or firing, a regulator's letter. Build your groups around the events your firm handles best.
Should a firm's ICP include referral sources?
Yes. For most firms, "where they are" is really "who refers them": accountants, investors, brokers. Those are the relationships to build.