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Lawyers must adhere to certain advertising rules that may not apply to other businesses. For example:

  • Avoid making claims of being an “expert” unless you are certified or accredited.
  • Don’t make false or misleading claims, such as saying you are the “best” law firm. The State Bar of California’s rules on advertising requires law firms to avoid any solicitations that are “untrue, confusing, deceiving, or misleading” to users.
  • Check your state laws before operating under a trade name. For example, practicing under a trade name is not allowed unless under certain circumstances.

Off-Page SEO

“Off-page” SEO is optimization that occurs off of your websites, such as Google Business Profile optimization, link building, or directory listings.

Off-site SEO is an important way for law firms to drive backlinks, referral traffic, reviews, and leads via online listings.

Positive reviews can help build trust with potential slot clients and even help your Google My Business profile rank higher than other lawyer profiles.

However, keep in mind that the American Bar Association Rule 7.2 (b) specifies that lawyers cannot compensate anyone for a testimonial or recommendation, so make sure your testimonials adhere to this.

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