Revolutionize Your Estate Planning Law Firm's Success with Digital Marketing Solutions in Denver, CO

One of the more challenging aspects of internet marketing for lawyers is staying compliant with the advertising rules and regulations set forth by your state bar association. This is one advantage our clients enjoy when working with IMS, as we specialize in lawyer advertising and understand the importance of even subtle nuance of language when it comes to advertising and copy writing.

In Colorado, the advertising guidelines can be found in the Colorado Rules of Professional Conduct, specifically within Rules 7.1 to 7.5. 

Overview of Colorado Bar Advertising Rules

The Colorado Bar advertising rules cover various aspects of advertising, including the content of the advertisements, record keeping, and the use of third-party services. These rules, particularly Rules 7.1 to 7.5, set the foundation for acceptable advertising and solicitation activities for lawyers in the state.

Content of Advertisements

According to Rule 7.1, lawyers must not make false or misleading communications about their services. Websites and other online marketing materials should not contain statements that may create unjustified expectations, comparisons that cannot be factually substantiated, or misrepresent or omit material facts. Lawyers must ensure that their websites accurately represent their qualifications, experience, and expertise.

In addition, Rule 7.2(c) requires that any communication about a lawyer's services, including websites, must include the name and office address of at least one lawyer or law firm responsible for the content. This ensures transparency and accountability in the legal profession.

Record keeping

As per Rule 7.2(b), Colorado lawyers must retain a copy or recording of any advertisement or written communication for two years after its last dissemination, along with a record of when and where it was used. This record keeping requirement applies to websites and any other form of online advertising or communication.

Use of Third-Party Services

When using third-party services for advertising purposes, Colorado lawyers must exercise due diligence. Rule 7.2(a) states that a lawyer shall not give anything of value to a person for recommending the lawyer's services, except for paying the reasonable cost of advertisements or communications. Lawyers should ensure that the third-party services they use comply with the Colorado Rules of Professional Conduct and do not engage in any prohibited activities, such as solicitation or improper referrals.

Specialization and Certification Claims

Claims of specialization and certification in advertising are governed by Rule 7.4. Lawyers are prohibited from stating or implying that they are specialists in a particular field unless they have been certified as such by an organization approved by the appropriate state authority or accredited by the American Bar Association. Websites should not contain misleading or unsubstantiated claims about a lawyer's expertise or specialization.

The key rules include:

1. Rule 7.1: Communications Concerning a Lawyer's Services A lawyer must not make false or misleading statements about their services, including those that may create unjustified expectations or omit necessary facts.

2. Rule 7.2: Advertising A lawyer can advertise their services through various channels, including websites and social media, as long as it adheres to the rules.

3. Rule 7.3: Direct Contact with Prospective Clients A lawyer must not solicit professional employment from prospective clients unless there is a pre-existing relationship or the contact is requested by the prospective client.

4. Rule 7.4: Communication of Fields of Practice and Specialization A lawyer may communicate their areas of practice but must not claim to be a specialist unless they hold a recognized certification in the respective field.

Of special interest to online marketing for lawyers in Colorado:

• Websites and Social Media: Lawyers can use websites and social media platforms for advertising, as long as they adhere to Rule 7.1 and avoid false or misleading information. They must also comply with Rule 7.3 by not soliciting clients through direct messages unless permitted by the rule.

• Testimonials: Lawyers may use client testimonials if they are truthful and not misleading. However, if the testimonial contains a comparison with other lawyers' services, the comparison must be factual and verifiable. They must also avoid creating unjustified expectations in potential clients.

• Internet Marketing: In general, lawyers can engage in internet marketing activities, such as search engine optimization (SEO) and pay-per-click advertising, as long as they adhere to the rules mentioned above. False or misleading information, unjustified expectations, and solicitation in violation of Rule 7.3 are strictly prohibited.