This is educational content about attorney advertising rules, not legal advice. Verify current rules with your state bar and consult ethics counsel for firm-specific guidance.
The ABA Model Rules of Professional Conduct provide the template most states use for attorney advertising regulation. While no state adopts them verbatim, understanding the model rules helps you identify where your state diverges.
Model Rule 7.1: Communications Concerning Services
The foundational rule prohibits false or misleading communications about a lawyer or their services. For SEO, this means every page title, meta description, and content claim must be substantively accurate. Stating 'best personal injury lawyer in Chicago' creates risk if you cannot objectively support that claim.
Model Rule 7.2: Communications Regarding Services
This rule governs advertising methods and payment for recommendations. It directly impacts how you can use paid directories, referral arrangements, and even certain link-building tactics that involve payment for placement.
Model Rule 7.3: Solicitation of Clients
Historically the most restrictive, this rule limits direct contact with prospective clients. While the 2018 amendments relaxed some provisions, solicitation via targeted digital advertising to people in specific legal situations still carries risk in certain states.
Model Rules 7.4 and 7.5: Specialization and Firm Names
Rule 7.4 restricts when attorneys can claim certification or specialization—critical for keyword targeting. Rule 7.5 governs firm names and letterhead, affecting how you present your practice across digital properties.