Florida Bar Advertising Rules for Law Firm Websites: A Plain Checklist
A plain checklist of Florida Bar advertising rules for law firm websites: misleading claims, expert wording, past results and testimonials.
General information, not legal advice. Rules change, so check the current Florida Bar rules and use the Bar’s ethics resources before publishing.
In short
- Florida Bar advertising rules apply to law firm websites, not just TV and billboards
- Most problems come from unverifiable claims, “expert” wording, results and testimonials
- Review the site before launch and after every big change, and ask the Bar when unsure
Florida is known for having some of the most detailed lawyer advertising rules in the country. Many attorneys know them for TV ads and billboards, but law firm websites are covered too. A site written by someone who doesn’t know the rules can cause trouble for the lawyers named on it.
This plain checklist covers the areas that most often cause trouble. It doesn’t replace the rules. Read them in full, along with the Bar’s guidance.
The basic principle: true and not misleading
Everything on a law firm website should be accurate and not misleading. That sounds simple, but it covers a lot:
- Statements of fact must be true and verifiable.
- Comparisons with other lawyers need objective support. “Best,” “top” and “number one” claims are risky unless they’re objectively verifiable.
- Nothing should create unjustified expectations about results.
When writing any sentence, ask: could we prove this, and could a reasonable reader take it the wrong way?
“Expert” and “specialist”
Florida limits how lawyers may describe themselves as experts or specialists. Board certification is the clearest basis for those claims. Be careful with words like “expert,” “specialist” and “specializing in,” including in page titles, image text and descriptions that search engines show. Describe practice areas instead, like “our practice focuses on family law.”
Search your own site
Run a quick search of your website for words like “expert,” “specialist,” “best,” “guarantee” and “#1.” It’s the fastest way to find the sentences most likely to need a second look.
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Past results
Past results matter to clients, and they come with conditions. In general, results must be provable and shown with context, so readers know every case is different. Review your results pages, case studies and banners. Add any required disclaimers.
Testimonials and reviews
Florida allows client testimonials only under specific conditions. Before publishing quotes or embedding reviews, check them against the current rules: who can give them, what they may say, and what can’t be offered in return. Never pay for testimonials or offer anything in exchange for reviews.
Guarantees and promises
Avoid language that guarantees outcomes or implies one, such as “we’ll win your case” or “get the money you deserve.” Describe what you do, not what will happen.
Images, actors and dramatizations
Photos and videos are part of advertising too. Use real attorneys and staff where you can. If you use actors or stock images that could be mistaken for real people or events, check the rules on disclosure.
Fees and costs
If you advertise contingency fees, be careful about how you describe costs. Clients may owe certain costs even when no fee is charged, depending on the agreement. Explain fee structures accurately and avoid suggesting a case will cost nothing unless that’s true.
Confidentiality in case stories
Case stories can be powerful, but they must protect client confidentiality. Get client consent where needed, remove identifying details, and avoid anything that could reveal confidential information.
Intake forms and disclaimers
Contact forms should make clear that submitting the form doesn’t create an attorney-client relationship and that visitors shouldn’t send confidential information. This protects both the firm and the visitor.
Translated pages
If you publish pages in Spanish or another language, make sure they say the same thing as the English pages. A careful translation is part of accuracy. Our guide to Spanish pages for Tampa businesses covers how to set them up.
Use the Bar’s resources
The Florida Bar offers ethics guidance, an ethics hotline and advertising review services. Use them before launching a new site or a big campaign. It’s far easier to adjust wording before publishing than after a complaint.
Common mistakes to avoid
- Marketing copy written without anyone checking it against the rules.
- “Expert” in page titles or image text.
- Results banners without context or disclaimers.
- Embedded review widgets nobody has reviewed.
- Old pages left online after the rules or the firm changed.
Where to start
Search your site for risky words this week, then review results, testimonials and fee language. Build a habit of reviewing new pages before they go live. For the rest of the website, see our guide to law firm website design in Tampa, and for injury firms, our guide to personal injury law firm pages.
Florida Bar website checklist
- Every factual statement true and verifiable
- No unverifiable comparisons like “best lawyer”
- “Expert” and “specialist” used only where the rules allow
- Past results objectively verifiable, with context
- Testimonials checked against current conditions
- No guarantees of outcomes
- Fee and cost language accurate
- Case stories that protect confidentiality
- Intake forms with relationship and confidentiality notes
- Translations that match the English pages
Questions about Florida Bar advertising rules
Do the rules apply to blog posts and social media?
Many of them can. Treat anything that promotes your services as advertising, and review it with the same care.
Can we show our case results?
Often yes, with conditions. Results should be objectively verifiable and presented with context so they don’t mislead. Check the current rules.
Who should review our website?
A lawyer at the firm who knows the rules, ideally with the Bar’s ethics resources for anything unclear. Your web designer should flag risky wording, but the responsibility stays with the firm.