A lawyer’s website: professional conduct rules and SEO best practice
How to create an effective, compliant lawyer’s website: what professional ethics allow, what to avoid and the SEO levers to be found by your future clients in Marseille.
By Léo Chuzel · Published on · 2 min read
Someone held in police custody, an employee who’s been dismissed, a couple separating: most of a lawyer’s clients look for them on Google, often urgently, from their phone. The website has become an essential tool for a law firm. But lawyers’ communication follows precise rules that you need to know before you start.
What professional ethics say
In France, lawyers’ communication is governed notably by the profession’s National Internal Regulations (RIN). Since the 2014 relaxation, advertising and personalised solicitation are permitted, in compliance with the profession’s essential principles: dignity, tact, loyalty and collegiality.
The main points to watch
- No comparative or disparaging statements about fellow lawyers.
- No misleading information: every statement must be accurate and verifiable.
- Claiming a specialisation is reserved for lawyers holding a specialisation certificate issued by the National Bar Council. You can, however, present your practice areas.
- The domain name should in principle include the lawyer’s or firm’s name, and avoid generic terms that would monopolise an area of law.
- Mandatory information: name, bar of registration, contact details, and information about the practice structure.
What a good lawyer’s website should contain
- One page per practice area, written clearly and accessibly.
- A presentation of the lawyer and their background, with a professional photo.
- How you work and your fees, explained simply.
- Contact options visible on every page, including an emergency number if that’s your practice.
- Directions to the firm and the courts where you practise.
The SEO levers for a law firm in Marseille
Targeting the right searches
Clients don’t search for “lawyer”, but for “criminal lawyer Marseille”, “divorce lawyer Aix-en-Provence” or “what to do if held in police custody”. Each practice area deserves its own page, built around these searches.
Publishing useful content
Articles that answer your clients’ frequent questions, written rigorously, demonstrate your expertise and attract qualified traffic. It’s also a way of communicating that complies with professional ethics: informing rather than canvassing.
Polishing your Google Business Profile
For local searches, the Google profile is decisive: precise category, opening hours, photos of the firm, replies to reviews. See our Google Business Profile guide.
Betting on mobile speed
A worried person won’t wait for a slow website. A website that displays instantly on mobile, with a visible call button, makes the difference against your fellow lawyers.
A sober, reassuring and effective website
A lawyer’s website must inspire trust above all: sober design, clear information, the right tone. We support Marseille law firms with building their website and their SEO, taking the profession’s constraints into account.