In the United States, a law firm website is not just marketing, it is legally regulated attorney advertising. The rules come from each state bar, most of which build on the American Bar Association's Model Rules of Professional Conduct. Knowing the common threads keeps your site persuasive and safe.
The core principle: no false or misleading communications
ABA Model Rule 7.1 is the foundation: a lawyer shall not make a false or misleading communication about the lawyer or their services. A statement is misleading if it omits a fact needed to keep it from being materially misleading, or creates an unjustified expectation about results. Nearly every specific rule flows from this.
Testimonials and endorsements
Client testimonials are permitted in most states but must not be misleading and must not create unjustified expectations. Many states expect a disclaimer clarifying that results depend on the specific facts of each case. Some restrict testimonials that discuss outcomes. Never fabricate or edit a testimonial in a way that changes its meaning.
Case results and past outcomes
Advertising past results (verdicts, settlements) is common in personal injury but heavily scrutinised. The near-universal expectation is a disclaimer such as "Prior results do not guarantee a similar outcome." Present results truthfully and in context, a large settlement figure without context can be deemed misleading.
Claims of specialization
The word "specialist" or "expert" is restricted. Under the Model Rules and many state versions, a lawyer generally may not state or imply certification as a specialist unless certified by an appropriate accrediting body, with that body named. "Focuses on" or "practice areas" are safer framings.
Other common requirements
- Identify a responsible attorney or firm. Advertising should make clear who is responsible for its content.
- Jurisdiction accuracy. Only claim to practice where you are licensed; be clear about where you are admitted.
- No comparisons you cannot substantiate. "Best," "#1," and superlatives invite trouble unless factually verifiable.
State variation is real
Some states have detailed, prescriptive advertising rules (Florida and New York are notably specific), while others track the Model Rules closely. Because your website reaches every state, the safest approach is to meet the requirements of the states where you actually practise and to avoid claims that would fail anywhere.
The takeaway
Treat your website as the advertising it legally is: make only substantiated claims, add results disclaimers, avoid unearned "specialist" language, and check your own state bar's specific rules. Honesty is not just compliant, it is more persuasive to the sophisticated clients you want.