What ABA Model Rules and State Bars Actually Require for Family Law SEO — and What They Don't

The ABA Model Rules of Professional Conduct establish the baseline framework for attorney advertising, though your state bar's specific rules govern actual compliance. Rule 7.1 is the foundation: attorneys cannot make false or misleading communications about themselves or their services.

For family law SEO, this means every claim on your website—from title tags to case descriptions—must be truthful and not create unjustified expectations. Common violations we see:

• Implying custody outcomes are predictable or designed to
• Claiming 'aggressive representation' without context that could mislead about legal process
• Using superlatives like 'best divorce attorney' without substantiation
• Listing practice areas as 'specializations' without board certification

Rule 7.2 addresses advertising generally, allowing most digital marketing while prohibiting payment for recommendations (with limited exceptions). Rule 7.3 restricts solicitation—relevant for remarketing campaigns targeting users who visited competitor sites or searched for divorce attorneys.

Rules 7.4 and 7.5 govern specialization claims and firm names. Many states only allow 'specialist' or 'certified' language if you hold actual certification from an accredited body. Generic SEO advice to 'position yourself as an expert' directly conflicts with these requirements.

This is educational content about advertising rules, not legal advice. Verify current requirements with your state bar and firm counsel.

State bar rules diverge significantly from ABA Model Rules—sometimes in ways that directly impact routine SEO practices. A compliant website in California may violate Texas rules, and vice versa.

Pre-approval states: Some jurisdictions require advertising materials to be submitted for bar review before publication. If your state has this requirement, new landing pages, blog posts, or GBP updates may need approval cycles built into your content calendar.

Testimonial and endorsement rules: States handle client testimonials differently:

• Some prohibit testimonials entirely
• Others allow them with mandatory disclaimers about past results not guaranteeing future outcomes
• A few permit testimonials without restriction if they're truthful

Specialization language: The word 'specialist' is regulated in most states. In many jurisdictions, you cannot claim specialization in family law unless certified by your state bar's approved certification program or a recognized national body.

Fee and cost advertising: Some states require specific disclosures when advertising fees or 'free consultations,' including what's actually included and excluded.

If your firm practices across state lines—common for family law involving interstate custody—your website must comply with the rules of every jurisdiction where you're licensed and advertising.

State bar rules change. This overview reflects general patterns as of 2024; verify current rules with each relevant state bar.

Many compliance violations stem from SEO agencies unfamiliar with attorney advertising rules, or from attorneys applying generic marketing advice without bar-rule context.

Title tags and meta descriptions: These are advertising. A title tag reading 'Top Divorce Lawyer in [City] | designed to Results' likely violates Rule 7.1 in every jurisdiction. SEO best practices for click-through rates must be filtered through advertising rules.

Google Business Profile categories and descriptions: Claiming 'Child Custody Specialist' as a GBP service category or using 'expert' language in descriptions creates compliance risk in most states.

Review generation campaigns: Soliciting reviews is generally permitted, but some states restrict how and when you can ask. Additionally, incentivizing reviews (even indirectly) may violate both bar rules and Google's terms of service. Some bars prohibit asking clients to remove or not post negative reviews.

Case result pages: Publishing verdicts and settlements is common legal marketing, but family law outcomes are often confidential by court order. Even permitted disclosures typically require disclaimers that past results don't predict future outcomes.

Blog content and guides: Educational content is lower risk, but 'how to win custody' framing may create unjustified expectations. Consider 'factors courts consider in custody decisions' instead.

The pattern across these failures: standard SEO tactics applied without compliance review.

Disclaimers protect you from bar discipline, but poorly implemented disclaimers tank conversion rates. The goal is compliance that doesn't make your website unusable.

Attorney advertising disclaimer: Most states require some form of 'this is attorney advertising' notice. Placement varies—some require it on every page, others accept a site-wide footer notice. Check your jurisdiction's specific requirements.

Results disclaimer: When publishing case results, settlements, or testimonials, most states require language like: 'Prior results do not guarantee a similar outcome. Every case depends on its own facts.'

No attorney-client relationship: Contact forms and consultation requests should clarify that submitting information doesn't create representation: 'Contacting our firm does not create an attorney-client relationship.'

Jurisdictional limitations: If licensed in specific states, include: 'Licensed to practice in [States]. This website is not intended to solicit clients in jurisdictions where we are not licensed.'

Implementation that maintains UX:

• Use clear but non-alarming language—disclaimers shouldn't read like warnings
• Place required disclaimers where rules specify, not buried in 8-point footer text if the rules require prominent placement
• For testimonials, integrate disclaimers visually rather than as jarring interruptions
• Test disclaimer placement with actual users to ensure they don't create confusion

Compliance isn't a launch-day checkbox—it's an ongoing process that must be integrated into how SEO content is planned, created, and published.

Pre-publication review: Every new page, blog post, and GBP update should pass through someone who understands your state bar's rules. For most firms, this means a designated attorney reviews all marketing content before publication.

Quarterly audits: Existing content drifts. Meta descriptions get updated by agencies without review. Old blog posts make claims that no longer reflect current rules. Schedule quarterly reviews of:

• All page title tags and meta descriptions
• Google Business Profile description and services
• Published testimonials and case results
• Any claims of specialization or expertise

Agency accountability: If you're working with an SEO agency, your engagement agreement should address compliance. The agency should understand that no content publishes without firm approval, and that 'standard SEO practices' must be filtered through bar rules.

Documentation: Keep records of compliance reviews. If a bar complaint arises, demonstrating a good-faith compliance process matters. Save dated copies of content as reviewed and approved.

State bar changes: Rules evolve. Assign someone to monitor your state bar's advertising rule updates and review existing content when rules change.

In our experience, firms that build compliance into workflow from the start spend less time on remediation than those who treat it as an afterthought.

Bar discipline for advertising violations happens more than many attorneys realize. Understanding the actual risks helps prioritize compliance efforts.

Private reprimands: The most common outcome for first-time, unintentional violations. The bar sends a letter requiring you to modify or remove non-compliant content. Not public, but creates a record.

Public discipline: Repeated violations, willful non-compliance, or seriously misleading claims can result in public reprimands, suspensions, or (in extreme cases) disbarment. Advertising discipline alone rarely leads to disbarment, but it compounds other issues.

Competitor complaints: Many bar complaints originate from competitors who spot violations on your website. In contentious family law markets, competitors review each other's sites specifically to file complaints.

Client grievances: When a case outcome disappoints a client, they sometimes file bar complaints citing advertising that created unrealistic expectations. Your website becomes evidence.

Malpractice exposure: Advertising violations can complicate malpractice defense. Claims that a client relied on misleading website representations add a layer to disputes.

The firms most at risk are those who hire non-legal marketing agencies without oversight, inherit websites with unknown compliance status, or expand into new states without reviewing jurisdiction-specific rules.

Compliance review isn't about eliminating marketing effectiveness—it's about marketing effectively within rules that exist to protect clients and the profession.