Lead with the service and audience

Write an opening statement that describes the matters handled and the people or organisations served. Include location when it materially affects whether the firm can help. Avoid loading the first sentence with every practice and keyword. A concise, accurate description can direct readers to more detailed pages while preserving room for the firm’s character in the language and visual presentation.

Support the message with real evidence

Select a few facts that help visitors assess relevance, such as documented experience, actual qualifications, or a clearly described working process. Explain unfamiliar distinctions. An award logo without context may tell a reader very little, and a stock photograph should not be presented as the team. Keep a record of the source and approval for public claims so they can be reviewed later.

Describe what making contact means

Use action wording that matches the process behind it. If a message requests an initial response, do not describe the button as an immediate case evaluation. Explain who normally reviews enquiries and avoid response promises the firm cannot consistently meet. The next step should reduce uncertainty for a prospective visitor while leaving important acceptance and engagement decisions with the people responsible for them.

Review claims as a complete message

ABA Model Rule 7.1 addresses false or misleading statements about a lawyer or legal services, including misleading omissions. The locally adopted rules govern a particular firm. Review headlines together with images, qualifications, results, and nearby explanations; isolated sentences can be technically accurate while the overall impression needs correction. Ask the responsible lawyer to approve material claims before publication and after substantial revisions.

Edit the homepage as a route, not a brochure

Read the page from top to bottom and identify the purpose of every block. One may establish relevance, another explain a service, and another introduce the people. Remove repeated slogans that do not add information. Keep detailed legal explanations on suitable supporting pages. Test whether a reader can describe the firm’s work and identify the next useful action after a short visit.

From reading to doing

Put it into practice

  • State the work and intended audience.
  • Verify every material public claim.
  • Match action labels to the real process.
  • Remove sections that repeat the same message.

Reference point: American Bar Association, Model Rule 7.1, “Communications Concerning a Lawyer’s Services.” Adopted advertising rules vary by jurisdiction. Reviewed September 30, 2026.

General editorial guidance. Assess technical and professional requirements for the actual website, audience, and jurisdiction.