Ethics

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1. Most of the ethical standards governing traditional marketing tools such as print ads, brochures and radio spots also apply to online marketing activities.
2. In addition to avoiding potential discipline, a law firm that operates its Web site ethically can take full advantage of the Internet’s capacity to generate new-business prospects and develop client relationships.
3. Improper use of testimonials, case results, comparisons with other attorneys and other information on your Web site may violate the American Bar Association (ABA) ban on “false and misleading” communications.
4. The ABA has set forward its Model Rules for consideration and adoption by the states.
5. States have jurisdiction to determine their own ethics rules. As a result, rules vary by state and are regularly updated to address new and emerging online marketing practices. One good source for updated information is the ABA

Web site, which provides links to lawyer marketing regulations in all 50 states at www.abanet.org/legalservices/clientdevelopment/adrules.

Today, as more consumers go online to select legal counsel, a growing number of law firms are seeking to expand their clientele through online marketing. The Web has become one of the most important tools attorneys have to generate leads and develop client relationships.

To get the most value from Web-based marketing, it’s important that law firms address the three elements of successful online client development: Visibility (attracting prospects to a Web site via search engine optimization or a presence in legal directories), design and relevant, well-written content.

It’s even more important, however, that lawyers who are entering the online realm understand the ethical guidelines that govern how a law firm markets itself online, including the elements that can (and cannot) be included in a Web site.

Much of this regulation is state-specific. In almost all instances, however, the ethical standards governing print ads, brochures and radio spots also apply to online marketing activities.

By meeting the ethical guidelines that apply to the online information you disseminate, you can protect your law firm’s reputation, prevent it from running afoul of the state ethics committee — and make the most of the client-development opportunities that are available to law firms online.

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