What ABA Model Rules and State Bars Actually Require for Divorce Attorney SEO (and What They Don't)

Every piece of content your divorce law firm publishes online—website pages, blog posts, Google Business Profile information, review responses, and meta descriptions—falls under attorney advertising rules. The core principle across all jurisdictions: you cannot make false or misleading statements.

This sounds straightforward until you realize how broadly 'misleading' is interpreted. Claiming you 'win' cases when most divorces settle? Potentially misleading. Stating you're a 'divorce specialist' without board certification? Prohibited in most states. Featuring client testimonials without disclaimers? Violation in many jurisdictions.

• ABA Model Rules 7.1-7.5 provide the foundation that most states adopt with modifications
• State bar opinions interpret how these rules apply to digital marketing specifically
• Disciplinary boards enforce violations with consequences ranging from private reprimand to suspension

The good news: building compliant SEO content isn't difficult once you understand the boundaries. Most violations we see come from attorneys who either didn't know the rules applied to SEO or worked with marketing agencies unfamiliar with legal advertising restrictions.

Important: This guide provides general educational information, not legal advice. Verify current rules with your state bar's advertising compliance office before implementing any marketing strategy.

This compliance framework applies to divorce attorneys and family law firms who are:

• Building or redesigning a law firm website with SEO in mind
• Creating content marketing strategies (blog posts, practice area pages, FAQs)
• Optimizing Google Business Profiles for local search visibility
• Managing online reviews and reputation
• Working with marketing agencies who may not understand legal advertising rules
• Practicing in multiple states with varying advertising requirements

If you're handling your own marketing or supervising someone who does, you bear responsibility for compliance. Delegation to a marketing agency doesn't shield you from disciplinary action if that agency creates non-compliant content under your name.

This guide is particularly relevant for solo practitioners and small firms without in-house compliance review. Larger firms typically have ethics counsel reviewing marketing materials, but smaller practices often publish content without formal compliance checks—creating risk exposure they may not recognize until a complaint arrives.

The American Bar Association's Model Rules on advertising form the template that most states adopt (with modifications). Here's how each rule applies to divorce attorney SEO:

Rule 7.1: Communications Concerning a Lawyer's Services

The foundational rule: no false or misleading communications. This covers everything on your website. A statement is misleading if it omits facts necessary to prevent misunderstanding, creates unjustified expectations, or compares services in ways that cannot be substantiated.

SEO application: Your meta descriptions, title tags, and page content all fall under this rule. Claiming 'best divorce attorney in [city]' without substantiation? Potentially misleading. Promising specific outcomes? Prohibited.

Rule 7.2: Communications Concerning a Lawyer's Services

Governs advertising methods and required disclosures. Most states require identifying communications as advertising and including the responsible attorney's name.

SEO application: Blog posts and educational content may require advertising disclosures depending on your jurisdiction's interpretation.

Rule 7.3: Solicitation of Clients

Restricts direct solicitation, particularly targeting vulnerable populations. Divorce prospects often qualify as emotionally vulnerable.

SEO application: Retargeting ads and personalized email campaigns require careful review under solicitation rules.

Rule 7.4: Communication of Fields of Practice

Heavily regulates specialization claims. Most states prohibit 'specialist' language unless you hold board certification from an accredited organization.

SEO application: 'Divorce specialist' or 'custody expert' claims require certification in most jurisdictions. 'Focus on' or 'practice concentrated in' is typically safer.

Rule 7.5: Firm Names and Letterheads

Governs firm naming and trade names. Misleading firm names are prohibited.

SEO application: Your domain name, Google Business Profile name, and directory listings must comply with firm name rules.

Based on patterns in bar disciplinary actions and advertising opinions, these scenarios create the most compliance risk for divorce attorneys:

Testimonials and Case Results

Client testimonials are permissible in most states but typically require disclaimers stating that past results don't guarantee future outcomes. Some states (like Florida) have highly specific disclaimer language requirements. Publishing case results ('secured $2M settlement for client') often requires similar disclaimers plus context about the specific circumstances.

Specialization and Expertise Claims

Calling yourself a 'divorce specialist,' 'custody expert,' or 'high-net-worth divorce authority' triggers Rule 7.4 scrutiny. Unless you hold board certification from an ABA-accredited organization or state-approved certifying body, these claims violate most state rules. Safer alternatives: 'practice focused on,' 'significant experience in,' or 'handles matters involving.'

Comparison and Superlative Claims

'Best divorce lawyer,' 'top-rated family law firm,' or 'most experienced custody attorney' are nearly impossible to substantiate and typically violate Rule 7.1. Even 'leading' or 'premier' create risk without objective support.

Results Guarantees and Outcome Predictions

Any language suggesting designed to outcomes ('we'll get you full custody') or predicting specific results violates Rule 7.1 in every jurisdiction. This includes softer implications like 'protect your assets' without qualifiers.

Review Response Missteps

Responding to online reviews creates compliance exposure. Confirming someone was a client may violate confidentiality. Disputing review claims about case outcomes reveals protected information. Many firms don't realize review responses are attorney communications subject to advertising rules.

States modify Model Rules significantly. This table highlights notable variations affecting SEO compliance (verify current rules with your bar—regulations change):

• California: Requires 'Advertisement' label on communications, specific disclaimer language for testimonials, prohibits guarantees or predictions
• Florida: Among the strictest—detailed disclaimer requirements, pre-approval requirements for certain ads, specific testimonial rules
• Texas: 'Advertising' or 'Commercial Advertisement' required, specific font size requirements for disclaimers
• New York: Attorney advertising filing requirements, domain name restrictions, specific disclaimer language
• Illinois: Adopted 2023 rule amendments aligning closer to Model Rules but maintaining some unique requirements

Multi-state practitioners face compounded complexity. If you're barred in California and New York, your website must comply with both states' rules—typically meaning you follow whichever jurisdiction's rules are stricter.

Practical approach: Contact your state bar's ethics hotline before launching major SEO campaigns. Most bars offer free, confidential guidance on advertising compliance. This creates a record of good-faith compliance efforts if questions arise later.

This table provides general guidance only. State rules change, and bar opinions interpret rules over time. Always verify current requirements with your licensing authority.

Compliant divorce attorney SEO isn't about avoiding marketing—it's about marketing within clear boundaries. Here's a framework that respects bar rules while building effective search visibility:

Content Development Process

Before publishing any page, run this compliance check:

1. Claim verification: Can every factual claim be substantiated? Remove or qualify anything speculative.
2. Specialization review: Replace 'specialist' or 'expert' with 'practice focused on' unless you hold board certification.
3. Outcome language: Ensure no promises, guarantees, or predictions of results. Add qualifiers where needed.
4. Testimonial compliance: Add required disclaimers per your jurisdiction. Remove confidential information.
5. Comparison claims: Eliminate superlatives ('best,' 'top,' 'leading') unless objectively supportable.

Google Business Profile Compliance

Your GBP is attorney advertising. Business name must match actual firm name (no keyword stuffing). Business description must comply with advertising rules. Posts and updates fall under the same standards as website content. Review responses must protect confidentiality while complying with communication rules.

Ongoing Compliance Maintenance

Schedule quarterly reviews of all published content. Bar rules evolve through new opinions and rule amendments. Content compliant when published may require updates as interpretations change. Document your compliance reviews to demonstrate good faith if complaints arise.

Working with an SEO provider? Ensure they understand legal advertising rules and submit content for your review before publication. Your bar license is on the line—not theirs.