Share This Article
Attorney advertising is regulated by the American Bar Association Model Rules of Professional Conduct. Violating these rules on your website can result in disciplinary action, fines, and damage to your professional reputation. This guide covers everything your law firm website must do to stay compliant in 2026.
Why ABA Compliance Matters for Your Website
Your website is attorney advertising under ABA Model Rule 7.2. This means every claim you make, every testimonial you display, and every promise you imply must comply with the rules governing attorney advertising in your jurisdiction. State bars enforce these rules and take violations seriously.
Key ABA Rules That Affect Your Website
Rule 7.1: Communications Concerning a Lawyer Services
You cannot make false or misleading statements about your services. This means no guarantees of outcomes, no claims that imply results are typical when they are not, and no statements that create unjustified expectations. Phrases like we win every case or guaranteed results are clear violations.
Rule 7.2: Advertising
All advertising including your website must include the name and contact information of at least one attorney responsible for the content. If you pay for endorsements or testimonials, they must be disclosed as such.
Rule 7.3: Solicitation of Clients
While your website itself is generally permissible advertising, targeted pop-ups or live chat systems that proactively reach out to specific individuals in specific circumstances may cross into solicitation territory depending on your jurisdiction.
Specific Website Elements to Review
Testimonials and Reviews
Client testimonials are permitted in most jurisdictions but must include a disclaimer that past results do not guarantee future outcomes. Some states have stricter rules. Check your state bar rules before publishing any testimonials.
Case Results
Publicising case results is permitted in most jurisdictions but typically requires a disclaimer that results vary and past results do not guarantee future performance. Never present results in a way that creates an unjustified expectation.
Specialisation Claims
You cannot claim to be a specialist in a practice area unless you are certified as a specialist by a state bar or ABA accredited organisation. You can say you focus on or concentrate in a particular area.
Superlatives and Awards
Claims like best attorney in Chicago or top-rated lawyer require objective verification. Display awards and recognition only from legitimate organisations with verifiable selection criteria.
The Required Disclaimer
Most law firm websites include a disclaimer in the footer that covers: the website is attorney advertising, prior results do not guarantee future outcomes, and the content is for informational purposes only and does not constitute legal advice. Consult your state bar guidelines for the specific language required in your jurisdiction.
Need a law firm website that is both high-converting and fully compliant? Book a free discovery call here.
