Reports · the State of series
The state of
legal marketing.
Deep, data-backed reports on how law firms actually compete for attention in each practice area. One vertical at a time, researched by operators, not consultants. Free to read. Always.
The roadmap
Ten reports.
One every three months.
The State series covers every major practice area in US legal, one vertical at a time, on roughly a quarterly cadence through 2027. Every report is 20,000–30,000 words of original research, free to read on the site, no gate, no "request the PDF."
IMMIGRATION LAW
The State of Immigration Law.
How immigration firms market in a volatile policy environment, visa mix, bilingual intake, Google keyword restrictions, and the channels that work when your client base doesn't search in English.
Expected Q2 2026
Preview →MASS TORT
The State of Mass Tort.
The highest-stakes marketing game in law. $3–4B in spend concentrated across ~30 firms. TV dominance, MDL timing, co-counsel networks, and lead-gen compliance dynamics.
Expected Q3 2026
Preview →FAMILY LAW
The State of Family Law.
The most-searched legal vertical on earth. PPC + SEO + GBP economics, 40K attorneys fighting for visibility, and why the highest-volume verticals have the thinnest margins.
Expected Q4 2026
Preview →EMPLOYMENT LAW
The State of Employment Law.
Two markets in one practice. Plaintiff-side PPC, class-action TV, LinkedIn B2B for defense work, wage-and-hour bellwethers, and the fee-shifting economics that run underneath all of it.
Expected Q3 2026
Preview →WORKERS' COMPENSATION
The State of Workers' Comp.
Fifty states, fifty rulebooks. Union + medical referral networks, Spanish-language intake, state-by-state ad rules, and the industry-targeting strategies that actually work.
Expected 2027
Preview →ESTATE & TRUST
The State of Estate & Trust.
The $84T wealth-transfer decade. Financial-advisor referral economics, content-authority winners, fee-model shifts, and the marketing playbooks for a category entering its loudest years.
Expected 2027
Preview →CRIMINAL DEFENSE
The State of Criminal Defense.
Urgency-driven intake economics. Arrest-keyword PPC. 24/7 intake benchmarks. Reputation-stack analysis. DUI-commodity vs. federal-niche playbook splits.
Expected 2027
Preview →REAL ESTATE LAW
The State of Real Estate Law.
Realtor and lender referral economics. Closing-volume benchmarks. Partner-tech adoption. RESPA playbook patterns. What the tech-first closing platforms are doing to the category.
Expected 2027
Preview →BANKRUPTCY
The State of Bankruptcy.
Cycle indicators by district. Ch 7 vs. 13 vs. 11 economics. Debt-relief competitive landscape. Counselor-network maps. Where the next filing wave starts.
Expected 2027
Preview →Got a vertical you want us to cover next? Tell us.
How we write them
Operators, not analysts.
Every Firmatics report is written the way a senior marketing operator would brief a new CMO walking into a vertical cold, here's the market, here's how it moves, here's where the money actually goes.
We pull the numbers ourselves, validate them with working operators in the vertical, and publish what we'd want to read before making a real decision.
Our standard
- ✓
Built on firm-level data
No survey extrapolations. Every claim ties to the underlying dataset.
- ✓
Operator-reviewed before publish
Working marketers inside the vertical vet every section for accuracy and nuance.
- ✓
Free to read. Always.
No gated PDF. No "request the report." Published fully on the site.
- ✓
Updated annually
Legal marketing moves fast. Reports get refreshed each year with a clear changelog.
Get them first
Community members read
every report two weeks early.
Plus the research previews, the operator Slack thread behind each report, and the cohort benchmarks that don't make it into the public edition.