Bar-Proof Your Firm’s Website: Win Clients, Stay Compliant
by Ayesha S.
Your law firm’s website is more than an aesthetically pleasing work of art. It’s your online portfolio, your digital calling card, designed to establish your credibility, strengthen your brand, and demonstrate to prospects and clients that you possess the skills to meet their needs. Many people form their initial perception of your firm (and brand) based on your website, and it must stand out. When creating your site, however, don’t just focus solely on slick copy and hope for the best. Remember that federal and state advertising rules apply. Build it right, and you inspire trust; build it wrong, and you invite ethics complaints or civil liability. The following checklist keeps you on the safe side of both the courtroom and the algorithm.
Begin with the disclaimer. Every jurisdiction asks two questions: ‘Is the viewer now your client?’, and ‘Are you promising victory?’ Answer both by stating, in plain sentences, that no attorney-client relationship is created by viewing the site or sending information, that results vary, and that deadlines may still run. Plant that language in the global footer, repeat it beside each intake form, and—if you serve California—name one responsible lawyer to satisfy Rule 7.2. Place it site-wide—footer, intake forms, and any landing page that collects client data.
Next, publish a privacy policy that treats every visitor as if they live in Sacramento. The California Consumer Privacy Act sets the national ceiling: disclose what you collect, why you collect it, whom you share it with, and how users can say “stop” if they no longer want to have their data sold or shared. Add a concise cookie banner that allows visitors to manage their preferences. Regulators appreciate the courtesy, and so do modern browsers that punish stealth tracking.
Make your site accessible to those with disabilities. Accessibility is not optional for firms open to the public. The Department of Justice uses WCAG 2.1 AA as the measuring stick, so utilize high-contrast colors, title and alt tags, keyboard navigation, and transcripts for multimedia content. Additionally, your site should have screen reader compatibility, alt text, the ability to move content, and other essential features.
Calls to action drive conversions, but they can also trigger ethics headaches. The ABA Model Rules reject guarantees and unverifiable superlatives. Trade “Best litigator in town” for “Schedule a no-cost strategy session.” If you send newsletters, comply with CAN-SPAM: use your physical address and include a one-click unsubscribe link. Ignoring this rule invites federal fines.
Security undergirds everything else. Serve all pages over HTTPS, encrypt every inquiry, and purge dormant files that contain sensitive identifiers. The FTC has made clear that a data breach followed by weak safeguards is an unfair trade practice—and often triggers both FTC enforcement and unwelcome front-page coverage.
Intellectual property is another issue. Borrowed bios, stock photos without licenses, or courtroom images taken by a journalist can lead to costly copyright claims and brand embarrassment. Create your assets or secure written permissions before a single pixel goes live.
Round out compliance with quarterly audits. Assign one attorney to review content, links, and analytics against the latest state opinions and federal guidance. Laws evolve; plug-ins break and promises age. Treat the website as a living risk management tool: when it remains accurate, secure, and accessible, it becomes the strongest marketing investment a modern law practice can make. Document each review in your compliance file; regulators appreciate having a paper trail.
Need backup? KPC Marketing’s JD-powered team keeps law firm sites compliant and client-ready. Our team of JD-powered marketers understands the law and will help your website get compliant. Schedule a website evaluation today to discover how you can safeguard your digital assets.
