In the digital age, legal marketing is a minefield. Your website, your Yelp profile, your LinkedIn posts—they all fall under the rules of professional conduct. And nowhere is that more delicate than in client testimonials.
Rule 7.1 prohibits false or misleading statements about your services. That includes omissions. If a glowing client on your website review gives the impression that all your cases get dismissed or all your settlements are six figures, that could be a problem—even if you didn’t write the review.
So what can you do ethically?
- You can include client testimonials, but only if they’re accurate and not misleading.
- You must include disclaimers where appropriate—especially in contingency or criminal matters.
- You cannot promise outcomes or create unjustified expectations.
- And you can’t pay for testimonials unless you disclose that fact.
A major trap is the “success story” post: “I just got my client’s DUI dismissed!” Without context, that could mislead readers into thinking similar results are likely. A better post would be: “In a recent case with unique facts and procedural challenges, we achieved a favorable outcome for our client. Results not guaranteed.”
Also, be cautious with superlatives: “Best lawyer in LA” or “Top-rated attorney” needs to be verifiable, or you’re crossing an ethical line. Even awards and badges must be from recognized, reputable sources—not paid vanity sites.
And finally: if you’re using a marketing agency or SEO consultant, make sure they understand the ethics rules. You’re responsible for everything posted in your name.
I review marketing materials before they go live—not just for compliance, but to help your messaging reflect the integrity of your practice. Great marketing doesn’t have to be risky. It just has to be honest.