--- title: "Example ICP: law firm" product: Artificial Outreach url: https://www.artificialoutreach.com/icp/law-firm format: Markdown copy of this page for AI agents --- # 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. ## Sample: 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. ### Group 1: Venture-backed startups raising a seed or Series A (Best fit: a practice page, 3 case summaries) - **Who they are:** US software and life-science startups with 5 to 60 staff raising $2M to $20M. [/practice/venture-financing] - **Who decides:** The CEO or co-founder, often introduced by an investor. [/practice/venture-financing] - **Their pain:** A term sheet arrives and the company has no counsel who knows market terms. [/practice/venture-financing] - **What sets them off:** A signed term sheet, a convertible note coming due, or a first option-plan grant. [/insights/first-option-plan] - **Who to skip:** Pre-incorporation ideas and companies raising under $500k from friends and family. [/faq] - **Where they are:** Accelerator mentor networks and the venture firms that refer counsel. [/about] ### Group 2: Family-owned businesses preparing a sale or succession (Strong fit: a practice page, 1 case summary) - **Who they are:** Second-generation companies with $10M to $75M in revenue. [/practice/mergers-acquisitions] - **Who decides:** The owner, with their accountant and wealth adviser in the room. [/practice/mergers-acquisitions] - **Their pain:** A buyer's letter of intent arrives before the paperwork is in order. [/practice/mergers-acquisitions] - **What sets them off:** An approach from a private-equity buyer, an owner's health event, or the next generation stepping in. [/insights/selling-to-private-equity] - **Who to skip:** Asset-only sales under $1M. [/faq] - **Where they are:** Accountants and wealth advisers who serve business owners, and the brokers who sell companies. [/about] (inferred) **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, at https://www.artificialoutreach.com/icp/law-firm. 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. ## For agents: next steps - Start free: https://orbit.artificialoutreach.com (no card ยท 14 days of Starter) - Pricing in Markdown: https://www.artificialoutreach.com/pricing.md - Contact: hello@artificialoutreach.com - Human-readable version of this page: https://www.artificialoutreach.com/icp/law-firm ## Other pages in Markdown - [Home](https://www.artificialoutreach.com/index.md) - [Use cases](https://www.artificialoutreach.com/use-cases.md) - [Follow up with inbound leads](https://www.artificialoutreach.com/use-cases/inbound-lead-follow-up.md) - [Follow up with free trial users](https://www.artificialoutreach.com/use-cases/follow-up-free-trial-users.md) - [Track your funnel from visitor to paid](https://www.artificialoutreach.com/use-cases/saas-funnel-tracking.md) - [See which sign-ups pay](https://www.artificialoutreach.com/use-cases/stripe-posthog-revenue.md) - [Qualify inbound B2B leads](https://www.artificialoutreach.com/use-cases/inbound-lead-qualification.md) - [Catch churn risk early](https://www.artificialoutreach.com/use-cases/churn-risk.md) - [Find customers ready to upgrade](https://www.artificialoutreach.com/use-cases/expansion-revenue.md) - [Pricing](https://www.artificialoutreach.com/pricing.md) - [What it is](https://www.artificialoutreach.com/what-it-is.md) - [Release notes](https://www.artificialoutreach.com/releases.md) - [Resources](https://www.artificialoutreach.com/resources.md) - [Free ICP generator](https://www.artificialoutreach.com/free-icp-generator.md) - [Example ICP: SaaS](https://www.artificialoutreach.com/icp/saas.md) - [Example ICP: marketing agency](https://www.artificialoutreach.com/icp/marketing-agency.md) - [Example ICP: accounting firm](https://www.artificialoutreach.com/icp/accounting-firm.md) - [Example ICP: IT managed services](https://www.artificialoutreach.com/icp/msp.md) - [Example ICP: staffing agency](https://www.artificialoutreach.com/icp/staffing-agency.md) - [Example ICP: cybersecurity](https://www.artificialoutreach.com/icp/cybersecurity.md) - [Example ICP: software development agency](https://www.artificialoutreach.com/icp/dev-agency.md) - [Example ICP: consulting firm](https://www.artificialoutreach.com/icp/consulting.md) - [Example ICP: commercial insurance agency](https://www.artificialoutreach.com/icp/insurance-agency.md) - [Cold email deliverability checklist](https://www.artificialoutreach.com/resources/deliverability-checklist.md) - [ICP worksheet for small B2B teams](https://www.artificialoutreach.com/resources/icp-worksheet.md) - [Works with Apollo (your own Apollo key)](https://www.artificialoutreach.com/integrations/apollo.md) - [Healthcare: inbound leads from practices](https://www.artificialoutreach.com/markets/healthcare-practices.md) - [Safety and trust](https://www.artificialoutreach.com/security.md) - [About](https://www.artificialoutreach.com/about.md) - [Talk to us](https://www.artificialoutreach.com/contact.md) - [Privacy Policy](https://www.artificialoutreach.com/privacy.md) - [Terms of Service](https://www.artificialoutreach.com/terms.md)