Start a Law Firm
Your firm's name is the first thing a prospective client sees and the hardest thing to change later. A good name is memorable, fits your brand and — crucially for a regulated profession — stays on the right side of the SRA's rules. It pays to get it right before the stationery is printed.
Why the name matters
Your name carries your reputation, sits at the top of every letter and email, and becomes your web address and search presence. Changing it after launch means new branding, a new domain, lost search equity and confused clients. Treat naming as a long-term branding decision, not a quick one.
The SRA rules to respect
Under the SRA's rules, your firm name is treated as publicity, so it must be accurate and must not be misleading. In practice that means:
- It must not imply a connection with a government department or a charitable or public legal-services body.
- It must not falsely suggest a partnership or a size you do not have — a sole practitioner using "& Partners", "Group" or "and Associates" risks misleading clients.
- You can only describe the business as "solicitors" if it is an SRA-authorised body.
- Your regulatory status and details must appear correctly on your website and stationery.
If in doubt, ask yourself whether the name could create an impression that is not true. If it could, choose differently.
Make it work as a brand
Within those guardrails, aim for a name that is easy to say, easy to spell and easy to remember. Personal-surname names (e.g. "Marsh Legal") feel established and trustworthy; descriptive or invented names can stand out and scale beyond one person. Think about how it will sound on the phone, look on a sign and shorten in conversation.
Check the domain and digital presence
Before you commit, confirm that a sensible domain is available — ideally a .co.uk or .com that matches the name closely. Check the main social handles too. A name whose web address is already taken, or only available with awkward hyphens, will undermine your marketing and SEO from day one.
Trademarks and Companies House
Search the trademark register to make sure your chosen name does not infringe an existing mark, and consider registering your own once you are established. If you are incorporating, the name must also be approved by Companies House, which rejects names that are identical to existing ones or that use restricted or sensitive words. Doing these checks early avoids an expensive rename later.
Test before you commit
Say your shortlist out loud, ask a few trusted contacts and clients, and sleep on it. The right name should still feel right in a week — and should pass the regulatory, domain and trademark checks above before you spend a penny on branding.
This article is general guidance, not legal advice. Always check the current SRA rules and guidance, and consider professional advice on trademarks and incorporation before registering a name.
Sources & further reading
Firm name checklist
- Accurate and not misleading (SRA)
- Easy to say, spell and remember
- A matching domain and social handles
- Clear of existing trademarks
- Acceptable to Companies House (if incorporating)