What ABA Model Rules Actually Require for Your Law Firm's Website (and What They Don't)

The American Bar Association's Model Rules of Professional Conduct establish the baseline framework for lawyer advertising, though each state adopts and modifies these rules independently. Understanding the model rules helps you navigate state-specific variations.

Model Rule 7.1 prohibits communications about a lawyer's services that are false or misleading. This extends beyond obvious lies to include statements that create unjustified expectations or compare services to other lawyers without factual substantiation. Your website copy, blog posts, and meta descriptions all qualify as communications under this rule.

Model Rule 7.2 governs advertising methods and payment for recommendations. It permits advertising through written, recorded, or electronic communication, but restricts paying for referrals except in specific circumstances like qualified lawyer referral services.

Model Rule 7.3 addresses solicitation—direct contact with prospective clients. While this traditionally applied to in-person or telephone contact, some states extend interpretations to aggressive digital remarketing or targeted email campaigns.

For SEO purposes, Rule 7.1 creates the most direct constraints. Every page on your website, every Google Business Profile description, and every directory listing constitutes lawyer advertising subject to these truthfulness requirements.

Note: This content provides general educational information about bar advertising rules. Rules vary by jurisdiction and change over time. Verify current requirements with your state bar's ethics counsel before implementing marketing changes.

State bar associations adopt Model Rules with modifications that create significant compliance variations. A compliant website in one state may violate rules in another where you're also licensed.

California requires specific disclaimers for certified specialists and restricts use of 'specialist' or 'expert' terminology. The State Bar of California Rules of Professional Conduct Rule 7.4 mandates that certification claims identify the certifying organization.

Florida has historically maintained stricter advertising requirements, including mandatory disclaimer language for certain advertisements and filing requirements. Florida Bar Rule 4-7 series governs advertising with specific requirements for testimonials and past results.

New York requires attorneys to retain copies of advertisements for specific periods and mandates particular disclaimer language. New York Rules of Professional Conduct Rule 7.1 includes specific prohibitions on celebrity endorsements and certain portrayals.

Texas requires filing certain advertisements with the State Bar and includes specific disclosure requirements. Texas Disciplinary Rules of Professional Conduct Rule 7.04 addresses specialization claims with particular restrictions.

Multi-jurisdictional firms face compounded complexity. If you're licensed in multiple states, your website typically must comply with the most restrictive applicable rules, or you need jurisdiction-specific landing pages with appropriate geo-targeting.

Disclaimer: State rules change frequently. The above represents general patterns as of our publication date. Contact your state bar's ethics hotline or review current rules directly before implementing compliance measures.

Testimonials and case results represent the highest-compliance-risk content for law firm SEO. These elements drive conversions but face the strictest regulatory scrutiny across jurisdictions.

Testimonial restrictions range from outright prohibition to requiring specific disclaimer language. Some states prohibit testimonials that create unjustified expectations about results. Others require disclaimers stating that past results don't guarantee future outcomes and that each case differs based on specific facts.

For compliant implementation, consider these approaches:

• Include disclaimer language immediately adjacent to any testimonial
• Avoid testimonials that reference specific case outcomes or dollar amounts
• Focus testimonials on process and communication rather than results
• Obtain written consent that specifically references advertising use

Case result disclosures face similar constraints. Listing verdict or settlement amounts without context may create misleading impressions. Many bars require disclosure of material facts that put results in context—including that results vary based on case-specific circumstances.

For SEO purposes, this affects schema markup decisions. While Review schema can display star ratings in search results, using it for [managing lawyer reviews](/resources/attorney/attorney-reputation-management) may require disclaimers may draw bar attention if those testimonials create compliance issues. Consider whether the visibility benefit outweighs the regulatory risk in your specific jurisdiction.

In our experience working with law firms, the safest approach combines conservative testimonial policies with robust disclaimer language reviewed by ethics counsel.

Specialization claims trigger some of the most frequent bar complaints in legal advertising. The distinction between describing your practice focus and claiming specialized expertise has significant compliance implications.

Generally prohibited language (in most jurisdictions):

• 'Expert' or 'specialist' without board certification
• 'Best' or 'top' without objective substantiation
• Superlative comparisons to other attorneys
• Claims implying designed to outcomes

Generally permissible language (verify in your jurisdiction):

• 'Practice focused on [area]' or 'Concentrates in [area]'
• 'Handles [case type] matters'
• Listing practice areas without expertise claims
• Factual credential statements (years admitted, court admissions)

For SEO targeting, this affects keyword strategy. You likely cannot optimize for 'best personal injury lawyer' in your market if doing so requires making that claim on your website. However, you can optimize for '[City] personal injury attorney' or 'car accident lawyer [City]' through compliant content.

Board certification changes the equation. If you hold certification from an ABA-accredited or state-recognized specialty certification program, you may claim that specialty with appropriate attribution. The certification must be prominently identified, including the certifying organization's name.

Title tags and meta descriptions face the same rules. A meta description claiming you're the 'top-rated criminal defense specialist' may violate your state's rules even if the main page content is compliant—these elements constitute advertising communications.

Your Google Business Profile creates particular compliance considerations because Google's guidelines sometimes conflict with bar advertising rules. Navigating both requirement sets requires careful attention.

Business name field: Google prohibits keyword stuffing in business names, but some firms add practice areas to appear in more searches. Bar rules may separately prohibit misleading firm names. Use your actual firm name as registered with your state bar.

Category selection: Choose categories that accurately reflect your practice. Selecting 'Personal Injury Attorney' when you handle primarily estate planning may constitute misleading advertising under bar rules, regardless of Google's policies.

Business description: This 750-character field constitutes advertising subject to bar rules. Apply the same compliance standards as your website copy—avoid specialization claims, superlatives, and unsubstantiated comparisons.

Review responses: Your responses to client reviews are public communications potentially subject to advertising rules. Additionally, confidentiality obligations may restrict what you can disclose about representation, even in response to negative reviews.

For review generation, avoid solicitation methods that might violate bar rules on testimonials or that create pressure on clients. A simple request for feedback is generally acceptable; offering incentives for reviews may violate both Google's policies and bar advertising rules.

Many firms in our experience find that compliant GBP optimization—accurate categories, factual descriptions, and appropriate review practices—still produces strong local visibility without regulatory risk.

Law firm websites reach users across all jurisdictions, creating potential unauthorized practice concerns and multi-state advertising compliance obligations. Proper disclaimers and geographic targeting mitigate these risks.

Essential disclaimer elements for most law firm websites:

• Clear identification of states where attorneys are licensed
• Statement that content doesn't constitute legal advice for the reader's specific situation
• Indication that attorney-client relationship requires formal engagement
• Contact information doesn't imply jurisdiction to practice in user's location

Footer disclaimers should appear on every page. Many firms also include jurisdiction statements on contact pages and attorney biography pages where users might infer local availability.

For multi-state firms, consider jurisdiction-specific landing pages with appropriate attorney listings and disclosures. If your New York office handles matters only in New York, that page should reflect those limitations rather than suggesting nationwide availability.

Blog content requires particular attention. Legal analysis articles may reach users in jurisdictions where you're not licensed. Disclaimers should clarify that content is educational and doesn't constitute advice for any reader's specific situation.

SEO strategy intersects here through geo-targeting. Google Search Console allows you to specify target countries. Local SEO signals—address, local citations, service area settings—help search engines understand where you actually practice. These technical signals complement your written disclaimers.

This section provides general guidance on disclaimer practices. Specific disclaimer requirements vary by jurisdiction. Consult your state bar's ethics resources for mandatory language in your licensed states.