The rule that guides the work: truthful, non-misleading communication
Texas Rule 7.01 applies to communications about a lawyer's services, including advertisements and solicitation communications. It prohibits false or misleading statements and omissions that make a statement materially misleading. That standard matters in search snippets, practice-area pages, paid ads, social posts and case-result copy—not just in traditional advertising.
Texas Rules 7.02 through 7.05 add requirements for advertisements, solicitation, filing and exemptions. For example, an advertisement generally must identify a lawyer responsible for its content and that lawyer's primary practice location. Claims about special competence, contingent fees, past results and comparisons need particular care. The specific rule and medium determine what applies.
How we put that standard into practice
01Check the audience and channel
We distinguish a public website or ad from a message directed to a particular person. Interactive outreach can raise different solicitation issues than a page someone finds through search.
02Ground claims in facts
We avoid guarantees and unsupported “best” or comparative claims. Practice areas, credentials, awards, reviews and case results should be accurate, current, substantiated and presented with necessary context.
03Review names and disclosures
We check that lawyer names, practice locations, certifications, fee statements and any required disclaimers are handled clearly for the format. A disclaimer should be understandable, not buried in tiny type.
04Protect client information
Testimonials, photos and case stories receive a separate privacy and permission check before use. A compelling example is not a reason to expose a client's confidential information.
05Check filing questions
Texas Rule 7.04 addresses filing of non-exempt ads and solicitation communications; Rule 7.05 sets out exemptions. The firm should decide with its lawyer whether a particular item must be filed or should be submitted for optional preapproval.
06Recheck when content changes
Changes to a homepage, ad, offer or case-result statement can change the analysis. We treat material edits as a reason to review the content again, not as automatic carryovers from an earlier approval.
Website content and filing are different questions
Rule 7.05 generally exempts information and links on a law firm website from filing, but excepts the homepage unless another exemption applies. Its comment also makes clear that the entire site still needs to comply with the substantive advertising rules. A filing exemption is not a blanket compliance approval. The Texas Bar offers an Advertising Review resource and a voluntary preapproval path; the lawyer decides whether and when to use them.
What this means for a law firm's SEO
Good SEO is not a license to invent authority. We can build useful practice-area pages, explain services plainly, improve site structure and make accurate firm details easier to find. The attorney reviews the legal facts and the claims made about representation. The goal is visibility and trust—not a ranking gained through exaggerated promises.
See our law firm SEO services and client portfolio for more about our work with attorneys.
Primary sources: Texas Disciplinary Rules of Professional Conduct, Part VII (State Bar PDF); State Bar of Texas Advertising Review. Reviewed October 20, 2026. The Bar's Advertising Review page notes a later order changing Comment 10 to Rule 7.01; consult the current page and order rather than relying on the PDF alone.