How should law firms review testimonials, case results, and website claims?

Trace each statement to a source

For a case result, confirm the public record or internal documentation, the attorney and firm involved, the matter context, and permission to share identifying information. For a testimonial, preserve its original wording and verify the speaker’s actual experience.

Do not imply that a past result predicts or guarantees a future result. A disclaimer may not cure a headline, image, or testimonial that creates the opposite impression.

Review what the whole page communicates

Read headings, images, testimonials, award badges, and nearby copy together. Ask what a reasonable visitor might infer about typical outcomes, credentials, specialization, client relationships, or current availability.

Have counsel check the applicable jurisdiction rules and required advertising labels or disclosures. Rules can vary by jurisdiction and can change; a generic online checklist is not a substitute.

1. Record exact wording, evidence, permissions, and page context.
2. Check the full impression with an attorney under current local rules.
3. Set a review trigger and remove unsupported or stale claims.

Keep approvals and updates organized

Maintain a record with the exact claim, evidence, permission, approved context, reviewer, publication location, and review trigger. Recheck when a credential expires, the attorney leaves, a result is no longer representative, or a rule changes.

Use only current, verified material. Remove an asset promptly if permission is withdrawn or the firm can no longer support the impression it creates.