# Comparison methodology

> The comparison methodology behind Superpractice’s comparisons and rankings. Criteria, evidence rules, scoring, disclosure, source dates and how to report errors.

By the Superpractice team. Updated 2026-11-09. Canonical page https://superpractice.com/comparison-methodology.

These rules apply to every comparison, alternatives list and ranking we publish. They let you, a named company or an AI assistant see how we reached each conclusion and where the information came from.

## Where does the information come from?

Information about a company comes only from its own current pages, such as its pricing, FAQ and terms. Each point links to the exact page and words it rests on, with the date we checked.

We don’t use third-party reviews or ratings, and we never present a company’s own reported results as fact. If a company publishes nothing on a point, the page says so. If its pages disagree, we say that too or leave the point out.

We only use pages any visitor can open. Anything we couldn’t confirm is left out or marked as not confirmed. That never counts against the company, except for prices and terms on a ranked list, where silence scores 0.

Information about Superpractice comes only from its own public pages, such as its pricing, feature pages, help docs and terms, and meets the same standard. Where those pages are silent, the comparison says so.

If either company sells a feature, it is shown as offered, whether it comes in a plan or costs extra. Prices sit in the pricing rows, so a cost never hides inside a yes or no.

## What criteria are used?

The criteria cover what a firm actually buys, from ads and SEO to intake, attribution, contract terms and legal AI tools. The table below lists them all. Every head-to-head also checks the same AI features, each quoted from the company’s own pages or marked as not published.

Agencies are judged on what they do, how they report and how their contracts work. Software is judged on what it does, what it connects to and who owns your data. Every list also scores pricing and terms, at 10%. The six practice-area marketing lists also score Practice focus, at 15%.

Superpractice is a law firm growth company with its own CRM and AI agents. Each page says how its comparison is framed and never treats unlike things as the same.

| Criterion | Evidence we look for |
|---|---|
| Category and scope | The company’s own description of what it sells and who it serves. |
| Service model | Stated team structure, managed scope and what the firm is expected to run. |
| Paid media | Channels named on service and pricing pages. |
| SEO and content | Service pages and plan inclusions. |
| AI search visibility | Stated AI search services and how they report on them. |
| Websites, creative and landing pages | Web design, landing page and creative services as stated. |
| Conversion and intake | Stated intake, booking, answering and follow-up tools or services, and what the firm’s team does. |
| AI agents alongside your team | Stated AI agent capabilities, channels and approvals. Absence is shown as not described, never as a no. |
| AI voice agents | Stated voice agent products and their pricing. |
| CRM, platform and integrations | Named platforms, CRM features and integrations, and an MCP server the firm can connect its own AI tools to. |
| Reaches your CRM | Named CRM and practice management integrations, a CRM the service provides, and an MCP server. |
| Practice focus | The company’s own pages for this practice, a stated main practice, and methods described for it. |
| Attribution | Stated tracking from first touch to signed matter, and what is not yet tracked. |
| Reporting | Dashboards and report cadence as stated. |
| Data and asset ownership | Only what the company publishes in its FAQ, terms or contract pages. |
| Onboarding and setup | Stated onboarding steps and timelines. |
| Strategy cadence | Stated meeting and review cadence. |
| Video production | Stated video services, formats, production method and where the video runs. |
| Social media management | Stated platforms, posting scope, paid social and how results are measured. |
| Local search and Business Profile | Stated Business Profile optimization, review generation, citation work and local rank reporting. |
| Answering coverage | Stated hours, people or AI on the line, bilingual coverage, overflow and after-hours handling. |
| Lead exclusivity and terms | Stated exclusivity, qualification method, replacement or credit policy, practice areas and volume terms. |
| Pricing and terms | Published prices, what they include and the stated minimum term, exit fees and renewal terms, from the company’s own pages and terms. Unpublished pricing is shown as not publicly disclosed, never estimated. |
| Best-fit customer | The company’s own statements about who it serves. |
| Legal research with citations | The stated source of the law (a named case-law collection or official court records), citations linked to the authority, and any stated citation check. |
| Drafting and document review | Stated document types, the review method (playbooks, redlines, review tables) and links from output back to the source text or authority. |
| Confidentiality and security | Stated no-training terms, named certifications such as SOC 2 or ISO 27001, and retention the firm controls or zero data retention. |
| Integrations and MCP | Named integrations (Word, iManage, NetDocuments, practice management) and a stated MCP connection, the open standard AI tools use to connect to other software. |
| Firm-size fit | The company’s own statements about firm sizes and practice types, and a stated trial or self-serve plan. |

## How do we keep information and opinion apart?

Every sourced point carries a link and a date. Our judgments are labeled as Superpractice’s assessment, from verdicts and scores to the line on which company is built more around AI. Each one is tied to the sources and criteria behind it.

We never say we are better, faster or less expensive without showing why on the page. We don’t comment on a competitor’s results, reputation or legal matters.

## How do the rankings and alternatives lists work?

Each ranked list shows its criteria and weights before any company is placed. Every company is rated 0 to 4 on each criterion against a written rubric, and the weighted total out of 100 sets the order. Totals are shown rounded, and ranks follow the exact total. On an exact tie, the company scored on more of the weight ranks higher. If that ties too, Superpractice takes the lower rank.

If a company says nothing on a criterion, or we couldn’t confirm it, that criterion is left out of its total rather than scored as zero. Pricing and terms works the other way. Not publishing prices or terms is what it measures, so silence scores 0. Prices are scored for being published, complete and free of long contracts, never for being low. When a company changes, the whole list is scored again.

An alternatives page starts from the company you use now. It says why firms leave and when staying is the better call. Then it ranks options by how much of that job each one covers, and Superpractice is labeled the same way as everyone else.

| Score | Meaning |
|---|---|
| 0 | States it does not offer this |
| 1 | Offered only as a narrow add-on or for one channel |
| 2 | Offered, described in general terms |
| 3 | Offered, with stated scope, cadence or method |
| 4 | Offered, with stated scope and measurement tied to signed clients or revenue |
| n/a | Not disclosed or could not confirm. Left out of the total. On Pricing and terms, not publishing scores 0. |

**Criteria with their own reading.** Scores not shown follow the rubric above.

- **CRM, platform and integrations.**
  - **3.** A stated CRM with named integrations.
  - **4.** Adds an MCP server, the open standard AI assistants use to connect to other software. The firm can link AI tools it already uses, such as Claude or ChatGPT.
  - Tracking signed clients counts under attribution instead.
- **Reaches your CRM.**
  - **1.** Call summaries arrive only by email or text.
  - **2.** Integrations are described in general terms or only through Zapier.
  - **3.** Calls reach named legal CRMs or practice management software, such as Clio or MyCase, or a CRM the service provides.
  - **4.** Adds an MCP server, the open standard AI assistants use to connect to other software.
- **Practice focus.**
  - **1.** The practice appears only in a list of practices served.
  - **2.** A page for this practice describes services in general terms.
  - **3.** A page for this practice describes methods built for it.
  - **4.** The company names this practice as its main focus, or serves only this practice, and describes services built for it.
  - Results are recorded but never scored.
- **Answering coverage.** Top score 3.
  - **3.** Who answers, when they answer and in which languages are all stated.
  - Level 4 asks for measurement tied to signed clients or revenue, which coverage can’t have.
- **Onboarding and setup.** Top score 3.
  - **3.** A stated setup method, with or without a timeline.
  - Level 4 asks for measurement tied to signed clients or revenue, which setup can’t have.
- **Data and asset ownership.** Top score 3.
  - **3.** The assets that leave with the firm are stated, with any conditions shown.
  - Level 4 asks for measurement tied to signed clients or revenue, which ownership can’t have.
- **Legal research with citations.**
  - **2.** Research is offered, but its sources aren’t named.
  - **3.** Answers cite their sources, with the law reached through partner connectors or unnamed sources.
  - **4.** Answers cite law from a source named inside the product, such as Westlaw, LexisNexis or court records. Each authority links so you can open it.
- **Drafting and document review.**
  - **2.** Drafting or review is described in general terms.
  - **3.** Adds stated document types or a stated method, such as review against your playbook.
  - **4.** Adds output linked back to the source text or authority it rests on.
- **Confidentiality and security.**
  - **2.** A stated no-training term or a named security certification.
  - **3.** Both a no-training term and a named security certification.
  - **4.** Adds retention the firm controls, or zero data retention.
- **Integrations and MCP.**
  - **2.** Integrations are described in general terms.
  - **3.** Named integrations such as Word, a document management system or practice management software.
  - **4.** Adds a stated MCP connection, the open standard AI tools use to connect to other software, in either direction.
- **Firm-size fit.**
  - **2.** The audience is described in general terms.
  - **3.** Names firm sizes or practice types.
  - **4.** Names firm sizes from solo or small firms up, and offers a trial or self-serve start.
- **Pricing and terms.** Top score 3.
  - **0.** No part is met. Not publishing prices or terms scores 0.
  - **1.** One of the three parts is met.
  - **2.** Two of the three parts are met.
  - **3.** All three parts are met.
  - Clear pricing. A published price for every standard plan.
  - What’s included. Setup fees, add-ons, overage and seat charges are stated, so a firm can work out its monthly cost.
  - No long contract. Month to month or cancel anytime, with no exit fee and no payment for the rest of a term.
  - Video production prices count only on the video list. A low price adds no points.

### Weights by list

#### Law firm marketing agencies

| Criterion | Weight |
|---|---|
| Attribution | 22% |
| Paid media | 18% |
| SEO and content | 18% |
| AI search visibility | 9% |
| Data and asset ownership | 14% |
| Reporting | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best law firm marketing companies](https://superpractice.com/best/best-law-firm-marketing-companies)

#### Practice-area marketing companies

| Criterion | Weight |
|---|---|
| Attribution | 18% |
| Paid media | 15% |
| SEO and content | 15% |
| Practice focus | 15% |
| AI search visibility | 8% |
| Data and asset ownership | 11% |
| Reporting | 8% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best criminal defense marketing companies](https://superpractice.com/best/best-criminal-defense-marketing-companies)
- [Best family law marketing companies](https://superpractice.com/best/best-family-law-marketing-companies)
- [Best immigration lawyer marketing companies](https://superpractice.com/best/best-immigration-lawyer-marketing-companies)
- [Best personal injury marketing companies](https://superpractice.com/best/best-personal-injury-marketing-companies)
- [Best employment law marketing companies](https://superpractice.com/best/best-employment-law-marketing-companies)
- [Best estate planning marketing companies](https://superpractice.com/best/best-estate-planning-marketing-companies)

#### Legal SEO agencies

| Criterion | Weight |
|---|---|
| SEO and content | 27% |
| AI search visibility | 22% |
| Attribution | 14% |
| Data and asset ownership | 9% |
| Reporting | 9% |
| Strategy cadence | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best law firm SEO companies](https://superpractice.com/best/best-law-firm-seo-companies)

#### Legal PPC agencies

| Criterion | Weight |
|---|---|
| Paid media | 27% |
| Attribution | 22% |
| Websites, creative and landing pages | 14% |
| Data and asset ownership | 14% |
| Reporting | 9% |
| Conversion and intake | 4% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best law firm PPC agencies](https://superpractice.com/best/best-law-firm-ppc-agencies)
- [Best Facebook ads agencies for lawyers](https://superpractice.com/best/best-facebook-ads-agencies-for-lawyers)

#### Law firm website design companies

| Criterion | Weight |
|---|---|
| Websites, creative and landing pages | 27% |
| Data and asset ownership | 18% |
| SEO and content | 18% |
| Conversion and intake | 13% |
| Reporting | 9% |
| Onboarding and setup | 5% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best law firm website design companies](https://superpractice.com/best/best-law-firm-website-design-companies)

#### Local SEO companies for lawyers

| Criterion | Weight |
|---|---|
| Local search and Business Profile | 26% |
| SEO and content | 18% |
| AI search visibility | 14% |
| Attribution | 14% |
| Reporting | 9% |
| Data and asset ownership | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best local SEO companies for lawyers](https://superpractice.com/best/best-local-seo-companies-for-lawyers)

#### Law firm social media marketing companies

| Criterion | Weight |
|---|---|
| Social media management | 30% |
| Websites, creative and landing pages | 14% |
| Video production | 14% |
| Attribution | 14% |
| Reporting | 9% |
| Strategy cadence | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best law firm social media marketing companies](https://superpractice.com/best/best-law-firm-social-media-marketing-companies)

#### Law firm video marketing companies

| Criterion | Weight |
|---|---|
| Video production | 30% |
| Paid media | 14% |
| Websites, creative and landing pages | 14% |
| Attribution | 14% |
| Reporting | 9% |
| Data and asset ownership | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best law firm video marketing companies](https://superpractice.com/best/best-law-firm-video-marketing-companies)

#### Lead generation companies for lawyers

| Criterion | Weight |
|---|---|
| Lead exclusivity and terms | 26% |
| Attribution | 18% |
| Conversion and intake | 14% |
| Reporting | 14% |
| Data and asset ownership | 9% |
| Paid media | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best lead generation companies for lawyers](https://superpractice.com/best/best-lead-generation-companies-for-lawyers)

#### Lawyer directories

| Criterion | Weight |
|---|---|
| Lead exclusivity and terms | 22% |
| Conversion and intake | 18% |
| Reporting | 18% |
| Attribution | 14% |
| Paid media | 9% |
| Data and asset ownership | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best lawyer directories](https://superpractice.com/best/best-lawyer-directories)

#### Legal intake and CRM software

| Criterion | Weight |
|---|---|
| Conversion and intake | 26% |
| CRM, platform and integrations | 23% |
| Attribution | 23% |
| Data and asset ownership | 9% |
| Onboarding and setup | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best CRM for law firms](https://superpractice.com/best/best-crm-for-law-firms)
- [Best legal intake software](https://superpractice.com/best/best-legal-intake-software)

#### Answering services and virtual receptionists for law firms

| Criterion | Weight |
|---|---|
| Answering coverage | 22% |
| Conversion and intake | 22% |
| AI voice agents | 14% |
| Reaches your CRM | 14% |
| Reporting | 9% |
| Onboarding and setup | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best legal answering services for law firms](https://superpractice.com/best/best-legal-answering-services)
- [Best AI receptionist for law firms](https://superpractice.com/best/best-ai-receptionist-for-law-firms)

#### Client acquisition systems for law firms

| Criterion | Weight |
|---|---|
| AI agents alongside your team | 22% |
| AI voice agents | 14% |
| Conversion and intake | 14% |
| CRM, platform and integrations | 14% |
| Attribution | 14% |
| AI search visibility | 4% |
| Reporting | 8% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best AI for law firms](https://superpractice.com/best/best-ai-for-law-firms)

#### Legal AI tools for research and drafting

| Criterion | Weight |
|---|---|
| Legal research with citations | 27% |
| Drafting and document review | 22% |
| Confidentiality and security | 18% |
| Integrations and MCP | 14% |
| Firm-size fit | 9% |
| Pricing and terms | 10% |

**Ranked lists using these weights.**

- [Best legal AI tools](https://superpractice.com/best/best-legal-ai-tools)

## Why trust a comparison that Superpractice wrote?

Information about a competitor links to that company’s own page and the date we checked it, so you can verify it. Our opinions are labeled as ours. Superpractice competes with most of these companies, and every page says at the top who publishes it.

No company pays to appear or to rank higher. We have no partnership, affiliate deal or customer relationship with any company we compare unless the page says so.

We haven’t bought competitors’ services, and we never present a company’s own reported results as fact. When a company doesn’t publish a price or a term, the page says so instead of guessing.

We work to keep this information accurate and current, but we can’t guarantee it. Companies change their services, prices and terms, so confirm the details with each company before you decide.

Company names and trademarks belong to their owners. Naming a company here doesn’t mean it endorses Superpractice or is affiliated with it.

## How current are these pages?

Every page names its reviewer, shows when it was last checked and keeps a log of changes. We recheck pages as often as we can, but we can’t catch every change a company makes.

## Spotted an error?

Send the page, the sentence and a link to the source that shows the correct information. Use the correction form or email [hello@superpractice.com](mailto:hello@superpractice.com?subject=Decision%20library%20correction). Named companies are welcome to use the same route.

Each correction we make is noted with its date on the page. Companies change their prices, services and terms, and we can’t catch every change, so confirm the details with each company before you decide.