Law firms and lawyers face a unique marketing challenge: promoting their services while upholding strict ethical standards. With the rapid expansion of online marketing, maintaining professionalism and integrity is key. Unfortunately, this can be difficult when you are engaging with other professionals that are not familiar with these rules. Making sure your online content complies with ethical rules is crucial. Understanding what terms that you should avoid, potential alternatives to common unethical phrasing, and partnering with a knowledgeable marketing team are some ways to keep you and your Bar license in the clear.

Understanding Ethical Guidelines

Each state has its regulations that dictate how law firms can market their services. Many of which follow the ABA’s model rules. These ethical guidelines protect the integrity of the legal field and help clients receive honest and clear information about their options. Therefore, it is vital for law firms to be wary of using certain terms in their marketing content.

Words like “best,” “expert,” “specialize,” “right,” “top,” and “#1” can create misleading impressions, potentially leading to ethical violations. In other words, unless there are facts to back up these assertions, subjective descriptors are dangerous.
Law firms must prioritize accuracy and integrity in their messaging to uphold their professional responsibilities to clients and the public.
Terms to Avoid in Legal Marketing

“Best”

The term “best” is subjective and cannot be proven. Using it can give potential clients the impression that your firm delivers unrivaled services, which is misleading. For instance, claiming to have the “best divorce attorneys in Wisconsin” can create unrealistic expectations or the “best outcome”
Alternative: Instead of “best,” use terms like “high-quality legal service,” “dedicated representation,” or “favorabel results.” These phrases emphasize commitment without unverifiable claims.

“Expert”

Similar to “best,” labeling oneself as an “expert” can be ethically problematic. While a lawyer may have significant knowledge in a field, claiming expertise often requires formal recognition. For example, a lawyer might have extensive experience in family law but could face scrutiny for calling themselves an “expert” without certification.
Alternative: Instead, consider stating “experienced in [specific area of law],” “skilled,” or even “knowledgeable” which gives potential clients insight into your qualifications without misleading them.

“Specialize”

The term “specialize” runs afoul of the same concerns as claiming expertise. Unless a lawyer has a certification to prove they are a “specialist” they should be wary of making such claims.
Alternative: Use phrases like “focus on” or “concentrate on” to provide a clearer picture of your firm’s range of services and abilities.
“Right”
As we all learned in law school: “it depends” is almost always the only correct answer. Using “right” implies a certainty that does not exist in legal matters. For example, claiming to have the “right solution” for every legal issue may not reflect the complexity involved or the fact that their may be multiple options or the fact that the client may not get the result they desire.
Alternative: Consider saying “we strive to provide effective solutions” or “we can pursue all available options.” This shows commitment to client service without making absolute assertions.
“Top” or “#1”

The word “top” or “#1” can create a perception of superiority that is often unverifiable. For instance, stating your firm is a “top-rated” or the “#1” choice could mislead clients who are comparing options. This may also be difficult to prove objectively as there are various criteria for judging a law firm and lawyer’s ability and services

Alternative: Use terms like “well-regarded” or “highly recommended by clients.” This indicates a positive reputation without making exaggerated claims. If there is a specific award that has been received, this can also be displayed on your website.

Importance of Hiring a Knowledgeable Marketing Team

Choosing the right marketing team can make a significant difference, not only to the quality of your content but its compliance with legal ethics. A skilled marketing team that knows legal rules can help law firms navigate terminology and messaging effectively.

Knowledge of Ethical Standards

A knowledgeable legal marketing team will help your firm avoid language and strategies that could lead to ethical breaches. For example, they should be well-acquainted with state bar association guidelines and create content that complies with them, helping your firm remain above reproach.

Creating Trust with Potential Clients

When law firms use authentic and ethical practices, they build trust with potential clients. Your content creator can assist in crafting messages that resonate with audiences seeking honest representation.

Adapting to Changes in Regulations
Like most thing in law, ethics rules can evolve, meaning the strategies that worked last year may no longer. Your marketer should stay updated on the latest changes and ethics opinions in order to adjust strategies accordingly. This flexibility is crucial for ongoing compliance and maintaining a reputable presence.

Compliance and Your Online Content

Successfully navigating the ethics of legal marketing requires awareness and a clear understanding of misleading terminology. Law firms should prioritize their professional integrity by avoiding certain terms and making guarantees. Adopting alternative phrases that promote honesty can significantly enhance a firm’s reputation while ensuring compliance with ethical standards.

Furthermore, collaborating with a marketing team familiar with these critical rules is essential for law firms seeking to communicate their value effectively without compromising their ethical commitments. By following these guidelines, law firms can maneuver the intricate landscape of online marketing while staying true to their core principles of ethics and professionalism.
Photo of Olivia McCarthy Olivia McCarthy

Olivia is a Wisconsin native with two Wisconsin degrees. She received a BA in Public Relations from the University of Wisconsin-Eau Claire in 2015 and a JD from the University of Wisconsin Law School in 2020. She has worked in various industries over…

Olivia is a Wisconsin native with two Wisconsin degrees. She received a BA in Public Relations from the University of Wisconsin-Eau Claire in 2015 and a JD from the University of Wisconsin Law School in 2020. She has worked in various industries over the years and now uses skills gained through the practice of law, legal content writing and editing, and marketing for non-profits to help law firms with their marketing content.

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