Definition
ABA Model Rule 7.1 prohibits lawyers from making false or misleading communications about themselves or their services. Most US states have adopted a version of it, and it applies to websites, blog posts, ads, profiles and other marketing, including content written by an agency.
Why it matters for law firms
SEO copy often uses claims such as 'best', 'top-rated' or 'guaranteed results'. Depending on the state, these can be misleading or unverifiable. Because responsibility sits with the lawyer, not the agency, non-compliant marketing puts the firm's license at risk.
Example
A PI firm's agency writes 'We win every case' on the homepage. The firm replaces it with specific, verifiable results and a clear note that past results do not guarantee future outcomes.
How to improve it
- Avoid superlatives and guarantees you cannot substantiate.
- Present case results with context and required disclaimers.
- Check your state's version of the rules and ethics opinions.
- Have an attorney approve marketing content before publishing.
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Legal Content Writing
Aditya Chauhan
Head of SEO, PageOne Lawyers
Last updated September 26, 2026