This article is part of our Law Firm Marketing Guide: how clients find lawyers online, what the advertising rules allow, and how to choose the right help. Want to know where your firm's site stands? Get a free 20–30 page website audit within 24 hours.
Yes, your law firm website is lawyer advertising, and the rules apply to every page. The ABA Model Rules of Professional Conduct set the baseline in Rules 7.1 to 7.3. Each state then adopts its own version, often with extra requirements.
This guide explains what those three rules say, in plain English, and what they mean for headlines, results pages, attorney bios and contact forms. It is part of our Law Firm Marketing Guide.
This is marketing guidance, not legal advice. Rules vary by state, so confirm details with your state bar's ethics resources before you publish.
Key Takeaways
- ABA Model Rule 7.1 bans false or misleading communications, and that includes truthful statements that leave out key context.
- Past results, comparisons and "specialist" claims are the three areas where website copy most often runs into trouble.
- Model Rule 7.2 lets you pay website designers and advertisers, but not people who recommend you, and it limits "certified specialist" claims.
- A website is not solicitation under the Model Rule 7.3 comments, but live calls and real-time contact can be.
- Texas, Florida and New York each add their own website rules, such as filing, labels and required disclaimers.
Why your website counts as lawyer advertising
The ABA comment to Rule 7.1 says the rule "governs all communications about a lawyer's services, including advertising". There is no website exception. Your homepage, practice pages, blog posts and bios are all communications about your services.
States say the same thing more directly. Florida's Rule 4-7.11 lists "websites, social networking, and video sharing media" among covered media, and its comment says websites "are treated the same as other advertising media".
Anything a marketer, agency or AI tool writes for your site is your responsibility. Have a firm lawyer review it before launch.
Rule 7.1: no false or misleading statements
Model Rule 7.1 is one sentence long. A lawyer "shall not make a false or misleading communication about the lawyer or the lawyer's services." A statement is misleading if it misstates a material fact or law, or leaves out a fact needed to keep the whole message from misleading.
The comments explain three website risks.
1. Truthful but misleading statements
A true statement can still mislead if it leads a reasonable person to a conclusion "for which there is no reasonable factual foundation." Example: "Over 50 years of experience" on a solo attorney's site, when that number adds up several lawyers. Florida's comment uses almost this exact example as a material omission.
2. Past results and case wins
Comment 3 says real results can mislead if they create "an unjustified expectation" that other clients will get the same outcome. A list of verdicts with no context is the classic problem. The comment adds that a disclaimer or qualifying language "may preclude a finding" that a statement misleads.
3. Comparisons and superlatives
An "unsubstantiated comparison" with other firms may be misleading too. "Best divorce lawyer in Dallas" is hard to prove. "Board certified in family law by the Texas Board of Legal Specialization" is a fact you can show.
Do this, not that
| Instead of this | Try this |
|---|---|
| "We win big for our clients." | "We prepare every case as if it will go to trial." |
| "The best DUI lawyer in town." | "Focused on DUI defense since 2012." (if true) |
| "We'll get you the money you deserve." | "Our goal is to pursue full compensation for your injuries." |
| A list of verdicts with no context | Selected results, each with a short context note and the disclaimer your state requires |
Rule 7.2: paying for marketing, specialist claims and contact details
Model Rule 7.2 covers three things that matter for websites.
Paying others. You may not give "anything of value to a person for recommending the lawyer's services," with listed exceptions. You may pay the reasonable costs of advertising. The Rule 7.2 comments name "website designers," online directory listings and internet ads as costs you can pay.
Lead generators. Comment 5 allows paying for internet leads only if the lead generator does not recommend you, and its messages follow Rule 7.1. It must not imply it is recommending you or that it analyzed the person's legal problem. Pay-per-lead deals have their own ethics questions, so check your state's rules and opinions before you sign one.
Specialist claims. Rule 7.2(c) says you may not state or imply that you are "certified as a specialist" unless an approved or ABA-accredited body certified you. The certifying organization must be named in the same communication. Comment 9 says words like "specializes in" are judged under the Rule 7.1 misleading standard. Some states are stricter, as you will see below.
Name and contact information. Rule 7.2(d) requires "the name and contact information of at least one lawyer or law firm responsible for its content." Comment 12 says a website address, phone number, email or office address counts. A footer with the firm name, address and phone usually handles this.
Rule 7.3: why your website is not solicitation
Model Rule 7.3 defines solicitation as a communication directed to "a specific person" the lawyer knows needs help in a particular matter. It bars live person-to-person solicitation for profit, with limited exceptions.
The Rule 7.3 comments say a communication is not solicitation if it is directed to the general public, "such as through a billboard, an Internet banner advertisement, a website or a television commercial." Responding to a request for information is also not solicitation.
Comment 2 says live contact means in-person, live phone and real-time visual or audio contact. It does not include "chat rooms, text messages or other written communications that recipients may easily disregard." Even so, a live intake call that you start yourself can be solicitation. Train intake staff on your state's version of this rule.
How Texas, Florida and New York differ
State rules are where websites get specific. These three examples show how much they vary.
| Topic | Texas | Florida | New York |
|---|---|---|---|
| Filing | Homepage may need filing with the Advertising Review Committee | Website content is exempt from filing | The firm must pre-approve ads and keep copies of the site |
| Labels | Lawyer name and primary practice location | Lawyer name and city, town or county of an office | "Attorney Advertising" on the home page |
| Results and comparisons | Disclose the amount the client actually received if a verdict was reduced | Past results must be objectively verifiable | Allowed with "Prior results do not guarantee a similar outcome" |
| Specialist wording | Board certification only from TBLS or a TBLS-accredited body | "Specialist" or "expert" must be objectively verifiable | "Specialist" generally not allowed unless certified |
Texas example
Under the Texas Disciplinary Rules of Professional Conduct, as published by the State Bar of Texas, Rule 7.05(b) exempts website information from filing, "except the contents of the website homepage." Rule 7.04 sets the filing deadline at 10 days after dissemination. Rule 7.01(g) requires you to state the amount the client actually received if an advertised verdict was later reduced or settled for less. The PDF we checked shows amendments effective January 31, 2022, so confirm you have the current version.
Florida example
Florida's Chapter 4 rules exempt "information contained on the lawyer's Internet website(s)" from filing under Rule 4-7.20. The content rules still apply in full. Rule 4-7.13 treats unverifiable past results and comparisons as inherently misleading, and its comment says "the best" or "one of the best" is not allowed. Rule 4-7.12 requires the city, town or county of a bona fide office.
New York example
New York's Rule 7.1, in the NYSBA compilation amended through January 1, 2025, requires "Attorney Advertising" on the home page of a website. Results, comparisons and testimonials need the disclaimer "Prior results do not guarantee a similar outcome." Rule 7.1(k) requires you to keep a copy of the site at launch, after major redesigns, and at least every 90 days.
California is different again. Its Rule 7.1 comment says an express guarantee of a result is false or misleading, and "no fee without recovery" must say whether the client pays costs.
A practical website review checklist
Run this before launch and at least once a year:
- Footer shows the firm name, a responsible lawyer where required, office location and phone.
- Every results page has context and your state's required disclaimer.
- No "best," "top," "number one" or similar claim you cannot prove.
- "Specialist" and "certified" only appear with the certifying body named, if your state allows it.
- Fee statements say who pays costs, such as "No fee unless we recover; you may be responsible for costs" (adjust to your actual terms).
- Stock photos and actors are not presented as your lawyers or clients without a disclosure.
- Former attorneys are removed from bios, schema and directory profiles.
- Contact forms carry a clear warning that submitting information does not create an attorney-client relationship.
- Required labels or filings for your state are done, and copies are kept if your state requires it.
Related guides: YMYL compliance for legal sites, attorney bios and bar credentials, reviews and testimonials rules and disclaimers and contact forms.
Next step
Once your copy is compliant, the next question is which pages to build and how to make them rank. Read How to Write Practice Area Pages That Rank and Convert next. Or get a free 20–30 page website audit within 24 hours, and we will flag pages worth a compliance review.
Frequently asked questions
Are ABA Model Rules binding on my firm?
No. The Model Rules are a template. Each state adopts its own rules, and those are what your bar enforces. Most states follow the Model Rules closely, but details like labels, filing and specialist wording differ.
Do I have to put "Attorney Advertising" on my website?
It depends on your state. New York requires it on the home page of a website. Many states do not. Check your own state's version of Rule 7.1 or 7.2.
Can I list case results on my website?
Usually yes, with care. The ABA comment warns that results can create unjustified expectations, and some states require disclaimers or verification. Florida requires results to be objectively verifiable, and New York requires a specific disclaimer. You also need the client's consent where confidentiality rules apply.
Can I say I "specialize" in an area of law?
Under the Model Rules, "specializes in" is allowed if it is not misleading, but "certified specialist" needs an approved certifying body named. New York generally bars "specialist" unless you are certified. Florida requires the claim to be objectively verifiable. Check your state before using the word.
Is live chat on my website solicitation?
Under the ABA Model Rule 7.3 comments, a website directed to the general public is not solicitation. Chat rooms and text messages are not "live person-to-person contact" either. Your state's version may differ, so confirm before you add proactive chat or outbound calls.
