What State Bars Actually Require on Your Law Firm Website — and What They Don't

Law firm websites occupy a unique regulatory space. Unlike most businesses, attorneys face profession-specific advertising rules enforced by state bars with the authority to suspend or disbar practitioners. Website disclaimers serve two distinct purposes: protecting visitors from misunderstanding the nature of online content, and protecting your license from bar complaints.

The core issue is preventing an inadvertent attorney-client relationship. When someone reads your blog post about divorce procedures, they might believe you're now their attorney. Without proper disclaimers, some jurisdictions have found that such reasonable reliance could create professional obligations—even without a signed engagement letter.

This content is educational guidance, not legal advice. Bar rules change, interpretations vary, and your specific situation requires consultation with a legal ethics attorney or your state bar's ethics hotline.

The SEO concern is real but manageable: poorly placed disclaimers can push valuable content below the fold or disrupt user experience. Well-implemented disclaimers satisfy bar requirements without harming search performance. The key is understanding what's actually required versus what's become industry habit.

Each state bar sets its own advertising rules, and they vary more than many attorneys realize. Here's what the major jurisdictions require as of 2024—though you should verify current rules with your bar before implementation:

New York

New York has among the most prescriptive rules. Attorney advertising must include the words 'Attorney Advertising' on the first page and 'Prior results do not guarantee a similar outcome' when discussing case results. The rules apply to websites, blog posts, and social media. New York also requires identifying the principal office address.

California

California takes a more permissive approach. The primary requirement is identifying the attorney or firm responsible for the content. No specific disclaimer language is mandated, though communications must not be false, misleading, or create unjustified expectations. Testimonials are permitted without the restrictions other states impose.

Florida

Florida requires that advertising materials include the geographic location of the office or offices where the lawyers practicing actually work. If your website targets statewide clients but your office is only in Miami, that must be disclosed. Florida also requires 'The hiring of a lawyer is an important decision' language in certain contexts.

Texas

Texas has strict testimonial rules. Client testimonials generally require a disclaimer that results vary and the testimonial isn't a guarantee. Texas also prohibits stating or implying you can achieve results by means that violate the rules. Comparative statements about other lawyers require factual substantiation.

Website disclaimers and intake form notices serve different purposes and require different language. Your general website disclaimer says 'reading this doesn't make us your lawyer.' Your intake form notice addresses what happens when someone submits confidential information through a contact form.

The standard approach includes language explaining that submitting information through the form does not create an attorney-client relationship, but that information provided will be treated as confidential. This creates a prospective client relationship with limited protections while not establishing full representation.

Recommended elements for intake form notices:

• Clear statement that submission doesn't create representation
• Confirmation that information will be treated confidentially
• Disclosure of who will review the submission (attorney, staff, intake service)
• Explanation of what happens next (response timeline, conflict check)
• Checkbox acknowledgment before submission (creates documentation)

From an SEO perspective, intake forms should be on dedicated pages rather than modal overlays when possible. This allows proper page structure and lets the disclaimer language exist without cluttering other content. The checkbox acknowledgment serves both compliance and UX purposes—it forces visitors to engage with the notice rather than scroll past it.

The fear that disclaimers hurt SEO comes from two sources: older advice about keeping 'thin content' out of indexable pages, and legitimate concerns about user experience. Neither requires burying disclaimers or making them invisible.

Footer placement works for most requirements. A persistent footer disclaimer that appears on every page satisfies the general 'website must include' rules from most jurisdictions. Google doesn't penalize footer content—it simply gives it less topical weight than body content, which is appropriate for disclaimers.

For New York's 'Attorney Advertising' requirement on first pages, a subtle header banner or persistent top-of-page element satisfies the rule without pushing your H1 below the fold. The banner can be styled to be clearly visible without dominating the visual hierarchy.

Blog posts need inline attention. If your blog discusses case results or specific legal strategies, jurisdiction-specific disclaimers belong within that content—not just in a site-wide footer. A brief italicized disclaimer at the end of relevant posts satisfies bar requirements and actually builds trust with sophisticated readers who recognize proper legal marketing practices.

Avoid these common mistakes:

• Making disclaimers so small they're arguably hidden (bars notice this)
• Using JavaScript to load disclaimers (may not render for bar reviewers)
• Placing lengthy disclaimers above the fold, pushing content down
• Using identical disclaimer language across jurisdictions with different requirements

Firms licensed in multiple states face the 'strictest rule' problem: you generally must comply with the advertising rules of every jurisdiction where you're licensed and solicit clients, not just your home state. A New York and California-licensed attorney must follow New York's stricter requirements even on content targeting California clients.

The practical solution is building your baseline compliance around the strictest jurisdiction where you practice. For many firms, this means:

• Include 'Attorney Advertising' language (satisfies NY even if not required elsewhere)
• Add 'Prior results do not guarantee similar outcomes' to case result discussions
• Disclose office locations clearly (satisfies FL geographic requirements)
• Include testimonial disclaimers even in permissive states (satisfies TX)

This approach is more conservative than necessary for some jurisdictions but eliminates the risk of overlooking a requirement. The alternative—jurisdiction-specific disclaimers triggered by user location—is technically complex and creates edge cases where visitors see the wrong version.

For practice area pages targeting specific states, consider adding state-specific notices. A page about 'New York Employment Law' can include NY-specific disclaimers, while a general 'Employment Law Services' page uses the comprehensive approach. This allows some customization without building complex conditional systems.

Document your compliance decisions. If a bar reviewer questions your approach, having written reasoning—ideally reviewed by a legal ethics professional—demonstrates good faith effort to comply.

These templates provide starting points. Have them reviewed by a legal ethics attorney before implementation, as your specific practice and jurisdictions may require modifications.

General Website Footer Disclaimer

'The information on this website is for general information purposes only. Nothing on this site should be taken as legal advice for any individual case or situation. This information is not intended to create, and receipt or viewing does not constitute, an attorney-client relationship. [Firm Name] is headquartered in [City, State].'

New York-Compliant Header

'Attorney Advertising. Prior results do not guarantee a similar outcome.'

Blog Post Disclaimer (for case discussions)

'Note: Every legal situation is different. The outcome described above was based on the specific facts of that case. Your situation may have different facts and circumstances that could lead to different results.'

Intake Form Notice

'Submitting this form does not create an attorney-client relationship. However, information you provide will be held in confidence. An attorney will review your submission and contact you to discuss whether we can assist with your matter. Please do not submit sensitive information until we have established a formal engagement.'

Implementation requires coordination between your web developer and compliance review. Create a checklist that includes: footer disclaimer on all pages, header notice if required, blog-specific disclaimers on relevant posts, and intake form notices with checkbox acknowledgment.