What ABA Model Rules and State Bars Actually Require for Family Law Marketing Online

The American Bar Association's Model Rules of Professional Conduct provide the baseline framework most state bars use when regulating attorney advertising. For family law SEO, three rules matter most.

Rule 7.1: Communications Concerning a Lawyer's Services prohibits false or misleading communications. This includes statements that create unjustified expectations about results—a significant concern when marketing divorce outcomes, custody arrangements, or asset division. Saying "we win custody cases" violates this rule because it implies a guarantee no attorney can ethically make.

Rule 7.2: Communications Concerning a Lawyer's Services: Specific Rules addresses advertising methods, including digital marketing. It permits advertising through written, recorded, or electronic communication, including public media. For SEO purposes, this rule confirms that website content and online directories constitute permitted advertising—but all content must comply with Rule 7.1's truthfulness requirements.

Rule 7.3: Solicitation of Clients restricts direct contact with prospective clients. While this primarily affects in-person solicitation, it has implications for remarketing campaigns and targeted advertising to individuals who may be in vulnerable situations—common in family law where someone might have recently searched for divorce information.

Note: This is educational content about advertising ethics, not legal advice. Verify current rules with your state bar and consult a legal ethics attorney for firm-specific guidance.

The ABA Model Rules are guidelines—each state bar adopts its own version, and variations can be substantial. Family lawyers marketing online must understand the specific requirements in every state where they practice or advertise.

California has historically maintained stricter advertising rules, including specific requirements for how attorneys present information about their services. The State Bar of California Business and Professions Code contains provisions that go beyond ABA Model Rules, particularly around the use of the word "certified" and claims about experience.

Texas requires attorneys to submit advertisements to the State Bar's Advertising Review Committee, including website content that constitutes advertising. Texas also maintains specific rules about disclaimers and the use of client testimonials.

Florida has detailed advertising rules that require specific disclaimers and prohibit certain types of testimonials. Florida Bar Rules include requirements about stating that hiring a lawyer is an important decision that shouldn't be based solely on advertisements.

New York requires attorneys to retain copies of advertisements for a specified period and has distinct rules about what constitutes attorney advertising versus general information about legal topics.

The compliance challenge for family law SEO: your website is visible in all fifty states. If you only practice in Illinois but your content reaches Florida residents, Florida's bar could theoretically raise concerns about misleading advertising to its residents. Many firms address this through clear geographic service area statements and jurisdiction disclaimers.

Family law marketing faces particular scrutiny because the practice area involves emotionally charged situations where clients may be vulnerable. Certain common SEO tactics create elevated compliance risk.

Outcome Promises and Implied Guarantees

• "We'll protect your parental rights" implies a guarantee you cannot make
• "Aggressive representation that wins" suggests outcomes you cannot control
• "Get the custody arrangement you deserve" creates unjustified expectations

Specialization Claims

Most states prohibit attorneys from claiming to be a "specialist" or "expert" in family law unless certified by a recognized specialty board. Phrases like "family law specialist," "divorce expert," or "custody specialist" may violate your state bar's rules. Safer alternatives: "focused on family law," "practice limited to family matters," or "dedicated family law practice."

Comparison Claims

Statements like "the best family lawyer in [city]" or "top-rated divorce attorney" require substantiation. If you cannot document the basis for such claims, they likely violate Rule 7.1. Awards and recognitions can be mentioned if accurate, but framing matters—stating you received a recognition differs from claiming it makes you "the best."

Fee Representations

Advertising "affordable divorce" or "low-cost custody representation" creates expectations about fees. If your actual costs differ significantly from what a reasonable person would expect from such language, this may constitute misleading advertising.

Client reviews and testimonials present one of the most complex compliance areas for family law SEO. Third-party reviews on Google, Avvo, and similar platforms intersect with bar rules in ways that require careful management.

The Core Problem

Rule 7.1 prohibits communications likely to create unjustified expectations. A testimonial stating "Attorney Smith got me full custody" could imply that similar results are typical—even if that outcome was exceptional and depended on facts unlikely to recur.

State-Specific Restrictions

Some state bars prohibit or restrict testimonials entirely. Others permit them with required disclaimers. Florida, for example, has historically required specific disclaimer language when using testimonials. Before soliciting or featuring client reviews, verify your jurisdiction's current rules.

Solicitation Considerations

Actively asking clients for reviews raises Rule 7.3 considerations in some interpretations. While requesting a review differs from soliciting new business, the line can blur when review requests go to individuals in ongoing emotional situations. Many ethics opinions permit general review requests but caution against targeting vulnerable individuals.

Practical Compliance Approaches

• Add disclaimers to testimonial pages: "Results vary based on individual circumstances"
• Avoid featuring testimonials that emphasize specific outcomes like custody percentages or settlement amounts
• Do not edit client reviews to make them sound more favorable
• Document your review solicitation process to demonstrate good-faith compliance

For detailed guidance on review compliance, see our companion guide on family law testimonials and reviews compliance.

Family law websites reach visitors from every state, yet most attorneys are licensed in only one or a few jurisdictions. This geographic mismatch requires clear disclaimers and careful content structuring.

Why Disclaimers Matter

Without jurisdiction statements, a visitor might reasonably assume you can represent them—and that assumption could constitute misleading advertising under Rule 7.1 if you cannot. Disclaimers also protect against unauthorized practice of law concerns if someone in another state relies on your content as legal advice.

Essential Disclaimer Elements

• States where you are licensed to practice
• Statement that information is general and not specific legal advice
• Clarification that visiting the website does not create an attorney-client relationship
• Geographic areas you actually serve for family law matters

Implementation Locations

Place jurisdiction information in your website footer (visible on every page), on your attorney bio pages, and on contact forms before submission. For blog content discussing family law topics, consider inline disclaimers noting that laws vary by state and readers should verify information with local counsel.

Multi-State Practice Complexity

If you hold licenses in multiple states, be precise about which services you offer where. A Texas and Oklahoma licensed attorney should specify which locations serve which jurisdictions—not simply list both states and let visitors assume you handle cases anywhere in either state.

Family law generates bar complaints at higher rates than many practice areas—often from opposing counsel or parties unhappy with case outcomes. Your marketing can become ammunition in these complaints. Proper documentation provides your defense.

What to Document

• Copies of all website content with dates (archive pages when content changes)
• Records of when specific claims were added or modified
• Basis for any recognition or award claims
• Client consent documentation for any testimonials you feature
• Review solicitation practices and templates

Retention Requirements

Some states mandate specific retention periods for advertising materials. New York, for example, requires retention for a period following publication. Even where not mandated, keeping records for at least three years from last publication protects you if complaints arise years later.

Third-Party Content

You may be responsible for content others create about you—including directory listings and third-party reviews. Regularly audit your presence on Avvo, FindLaw, Lawyers.com, and similar platforms. If listings contain inaccurate claims you did not create, take steps to correct them and document your correction efforts.

Working with SEO Providers

If you use an agency for SEO, ensure your contract addresses bar compliance. You remain ethically responsible for content published about your practice, regardless of who wrote it. Any provider should understand attorney advertising rules and provide you content for review before publication. For family law SEO that meets bar advertising standards for family attorneys, compliance must be built into the process—not an afterthought.

This content addresses general advertising ethics principles. Rules change, and enforcement varies. Consult your state bar's ethics hotline or a legal ethics attorney for guidance on your specific situation.