Modern law firm visibility is no longer about phone books and business cards — it’s about showing up ethically in online search results. But maintaining ethical standards when advertising online can be a tricky proposition filled with potential pitfalls.
This CLE explores how attorneys can effectively and ethically use Local SEO, Google Business Profiles, and AI-driven search tools to attract clients while staying compliant with ABA Model Rules 7.1–7.3. Designed for solo practitioner &, small-firm attorneys, this course demystifies the intersection of digital marketing and professional responsibility. Attendees will learn how to increase online visibility, manage client reviews and present truthful, transparent, and compliant content across all digital platforms. Real-world examples illustrate both ethical best practices and common missteps that can lead to bar complaints. The course concludes with actionable strategies attorneys can use to boost rankings — without sacrificing integrity.
Learning Objectives:
• Interpret and apply ABA Model Rules 7.1–7.3 to online marketing, advertising and client communications.
• Understand the fundamentals of Local SEO and how they affect law firm visibility within a defined geographic area.
• Develop, optimize and ethically manage a Google Business Profile to enhance credibility and compliance.
• Implement ethical practices for client testimonials and online reviews, ensuring confidentiality and authenticity.
• Recognize the ethical risks and opportunities in emerging technologies, including AI-driven search algorithms and generative content.
Olha Bodnar is the founder of Ethos Leads, a digital marketing agency for growth-minded law firms. Olha takes a different approach to digital marketing for growth-minded law firms. With over a decade of experience, she understands the unique challenges and ethical concerns attorneys face when advertising online.