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Law Firm Advertising Secrets

Law Firm Advertising Secrets

By Attorney Allegra Abramson

In crowded legal markets, the most effective way to stand out to potential clients is through targeted advertising. However, for many lawyers aiming to expand their firms, it can be difficult to differentiate themselves from the crowd. One may easily be lured into the trap of flashy gimmicks, unrealistic claims, and vague promises. What’s worse, lawyers can get themselves into trouble by not closely heeding the professional ethics guidelines in place governing how attorneys may describe their services. 

As a lawyer, it’s important to strike a balance between effective marketing and ethical advertising practices, while also promoting your brand and cultivating client relationships. Read on to discover our five top law firm advertising secrets, so you can get started right away building your brand. 

1. Familiarize Yourself with the Fine Line Between Puffery and Persuasion

Clients are looking for expertise and trustworthiness, not empty promises. Lead with verifiable results, realistic and truthful client testimonials, and clear value propositions. Remember that, when describing your firm and the services you can provide, you should not use overwhelming superlatives like “the best” or “most successful.” Instead, use detail to describe your successes in clear terms. 

2. Don’t Sleep on SEO

You most likely never learned this in law school. Still, legal marketing companies can reveal the law firm advertising secret that search engine optimization (SEO) is one of the most crucial tools you have on the digital battlefield. Effective SEO ensures your firm will be a popular hit on search engines, driving more client traffic to your website. Billboards and old–school print advertisements are likely not enough to build your reputation these days. Keep in mind that when clients seek a new attorney, their first step is usually to open a search engine to find a local lawyer. Local SEO can help you stand out! 

3. Build Your Niche

We’ve mentioned it before, but establishing your niche is one of the most effective strategies to develop a healthy client base. Effective firms tailor their law firm advertising to the niche markets they excel in, whether that’s technology start–ups, tax law, or immigration assistance. Generalized advertising, while tempting, is less effective than targeting the niche where you truly excel.

4. Use Client-Focused Messaging

Don’t forget who you’re addressing on your website; you want your clients to understand what you have to offer them. Rather than just listing your years of experience and background, focus your law firm advertising on the client’s concerns and the reasons they are seeking assistance from a lawyer. For example, “Injured at work and struggling to pay bills?” is an effective way to reach potential workers’ compensation claimants. Engaging with clients by recognizing and meeting their needs is an excellent way to attract attention from potential clients. 

5. Include Client Testimonials

Client testimonials are an excellent way of reaching clients. Ensure any testimonials included are truthful, and it’s also best practice to post a disclaimer explaining clearly to clients that results in one case don’t guarantee similar results in their case. Still, hearing from other real people who have had success with your firm is sure to resonate with website visitors considering hiring you. Check the Rules in your jurisdiction to make sure any testimonials you include are compliant with local regulations. 

 Law firm advertising secrets are relatively straightforward as long as you remember that your goal is to truthfully communicate clearly with prospective clients. Your website is the first opportunity you have to build trust with the community. The most powerful secret in your toolkit is knowing how to show up where your clients are, with a message that resonates with them. 

Navigating Lawyer Advertising Rules in Illinois: A Practical Overview

Navigating Lawyer Advertising Rules in Illinois: A Practical Overview

By Attorney Allegra Abramson

As legal marketing continues to evolve to suit the needs of lawyers and clients in the digital age, attorneys must remain mindful of their professional obligations under the Illinois Rules of Professional Conduct. While online platforms offer tremendous growth opportunities, they can also present unique ethical concerns that mandate careful attention. For Illinois practitioners, compliance with Rules 7.1-7.5 is essential for any advertising or solicitation strategy. Read along to view our top tips for protecting yourself and your clients when it comes to advertising your services online.

Rules to Remember: The Basics

Illinois lawyers looking to expand online presence through digital marketing should closely review the Illinois Rules for Professional Conduct dictating Information about Legal Services—Rules 7.1, 7.2, 7.3, 7.4, and 7.5 Illinois has adopted these crucial ABA rules, with some state-specific modifications, to govern advertising and solicitation in the state, which protects both you and your clients.

  • Rule 7.1 stipulates that communications must not be false or misleading. This includes both express misrepresentations and omissions that could lead to misunderstandings. It’s essential to choose your words carefully and consider whether there’s any risk that your audience could misinterpret your statements. According to the Rules, an attorney’s communication is false or misleading if it has a misrepresentation of fact or law that is material, or the communication is provided outside of the necessary context.
  • Rule 7.2 allows advertising but prohibits giving anything of value in exchange for recommendations. (This rule contains specific exceptions.)
  • Rule 7.3 addresses the direct solicitation of clients, which is particularly important for maintaining proper emailing, text messaging, and direct messaging practices. Lawyers may not, by in-person, live telephone, or real-time electronic contact, solicit professional employment from a prospective client when a significant motive for the lawyer’s doing so is the lawyer’s pecuniary gain. Keep this in mind when directly communicating with clients via direct messaging or using targeted ads—ensure that anything said to a prospective client is fully compliant with Rule 7.3.
  • Rule 7.4 states that an attorney may list their practice areas online, but may not use the terms “certified,” “expert,” specialist,” or other similar terms to describe their qualifications. These terms may only be used if they can be demonstrated to be truthful, verifiable, and not misleading, and the website must explicitly state that the Supreme Court of Illinois does not recognize certifications of specialists in the practice of law. Be especially cautious when using terms that imply you are an expert in a particular area.
  • Rule 7.5 dictates the requirements for firm names and letterheads. For example, a firm’s name is prohibited from implying a partnership exists if there is not one in actuality. Firm names are not allowed to mislead the public and may not contain the name of a partner who withdraws from the firm to work elsewhere.

Other Key Considerations when Designing Your Attorney Website

Practitioners must be conscientious when using superlatives like “top-rated” or “the best,” unless these claims can be objectively verified. Similarly, client testimonials, which are common and effective in online attorney marketing, must not create unjustified expectations or imply guaranteed outcomes.

Any statements regarding past successes should include explicit disclaimers to avoid misleading potential clients into believing that a prior win guarantees them any result. When posting previous case results online, attorneys must ask whether a reasonable person could be misled into believing the same results could be achieved for a prospective client’s similar legal matters. Tread lightly here—the words you choose matter!

To mitigate risk, attorney online marketing should include disclaimers. On your website, post a disclaimer on each page that clearly states the following:

  • The information included on the website is for general purposes only and should not be interpreted to guarantee any result will occur in a client’s specific legal situation;
  • Information on the website does not constitute legal advice;
  • The communications on the website do not create any attorney-client relationship;
  • The Supreme Court of Illinois does not recognize certifications of specialties in the practice of law, and no such certificate, award, or recognition is a requirement for practicing law in Illinois.

If you’re not sure where to start with crafting your disclaimer, online attorney marketing experts like us can assist you. Don’t skip this step—it’s a requirement for responsible attorney marketing.

For any attorney seeking to grow their practice and reputation, digital marketing is a powerful tool; however, it’s essential to pay due diligence to the Model Rules of Professional Conduct when crafting an online strategy. Reviewing Rules 7.1-7.5 should be the first step any attorney online marketer takes when refreshing their website or enhancing their digital presence. Remember that these Rules exist to clarify safe boundaries for advertising your services, and recall that professional legal marketers can assist you if you need extra help ensuring compliance with these critical standards.

Escaping Personal Injury Attorney Advertising Pitfalls

Escaping Personal Injury Attorney Advertising Pitfalls

By Attorney Allegra Abramson

Personal injury attorneys often practice in competitive markets where visibility to clients is key for growing businesses. Advertising is a crucial component of developing a personal injury attorney practice. Still, high visibility can sometimes come with high risks, as regulators closely monitor personal injury (PI) advertising for potential violations. Personal injury attorneys must comply with the professional rules governing attorney advertising. Below are some common pitfalls in personal injury attorney advertising and tips for staying compliant with important professional responsibilities.

1.Avoid Misleading Superlatives and Claims

Rule 7.1 prohibits false or misleading communications; even truthful statements must not create unjustified expectations. For example, listing million-dollar verdicts without clear disclaimers that this result may not be typical can mislead potential clients, which is forbidden. Best practices to avoid 7.1 violations include using fact-based language supported by verifiable results and posting explicit disclaimers when discussing past performance. Even a statement like “we guarantee results” can be seen as improper depending on the provided context, so be extra careful when describing your past performance and the services you provide.

2. Exercise Caution when Posting Client Testimonials

Client testimonials are an excellent way to describe your practice and grow your reach, but it’s important to exercise caution when using them. First, all testimonials must be truthful and not misleading. Avoid editing testimonials in a way that changes meaning or tone. Client stories that promise specific outcomes or fail to include clear disclaimers may violate professional rules. Remember that testimonials should not suggest or imply that an attorney can achieve results by any unethical or illegal means.

3. Personal Injury Attorney Solicitation Pitfalls

Rule 7.3 governs direct solicitation for lawyers and prohibits in-person, real-time contact with prospective clients for pecuniary gain unless a prior professional or familial relationship exists. This can be especially tricky for PI lawyers, where aggressive outreach is sometimes seen as the norm. You should avoid sending direct messages on social media or approaching accident victims directly. Instead, use public-facing ads and informational content that would not constitute solicitation under the rules.

4. Claims of Specialization Trigger More Scrutiny

You may recall from the professional responsibility class that special rules prohibit attorneys from declaring themselves as experts or specialists without formal certification by an approved regulatory agency. When advertising, be sure to follow the 7.4 guidelines, which prohibit using the words “expert,” “specialist,” or “certified” unless you are formally recognized as such. The most important guideline is avoiding misleading potential clients. Stick to accurate and detailed descriptions to effectively highlight the services you offer. For example, rather than “PI expert,” consider language such as “focuses on catastrophic injury litigation.”

5. Remember to Retain and Review Advertising Materials Regularly

Many jurisdictions require lawyers to retain copies of advertisements for a specified period, typically one to three years, per your jurisdiction’s rules. Some also require documentation of when and where ads were used. A major pitfall for personal injury attorneys is neglecting advertising oversight, so ensure you maintain and regularly review your advertising content. A solid risk management practice here would include establishing an internal protocol for all marketing materials that provides for archival practices.
By aligning your advertising protocol with the Rules of Professional Responsibility, you can protect your reputation while building public trust and growing your practice. If you are struggling with personal injury attorney advertising pitfalls, a reputable legal marketing business can help you streamline your marketing. For example, legal marketers can assist with crafting disclaimers, soliciting and publishing appropriate client testimonials, and evaluating your advertising copy for other pitfalls.