Before we talk about creating a website for lawyers, we should remember that marketing for lawyers and law firms in Brazil is governed by specific rules of the Brazilian Bar Association (OAB), which seek to guarantee ethics and sobriety in the profession.
So, before exploring strategies to create a website and efficient marketing actions, it is essential to understand what is allowed ✅ and what is not allowed ❌ by the OAB when it comes to legal advertising.
What is and isn't allowed by the OAB?
According to the OAB Code of Ethics and Discipline and Provision 205/2021, there are clear guidelines on legal marketing. Here is a simple checklist to guide you:
Allowed
- Disclosure of information on areas of activity, professional experience and academic background.
- Use of site to present the office, provided that for information purposes.
- Publication of educational content, such as articles and legal tips, without offering free consultations.
- Moderate use of social networks for sharing useful information while maintaining discretion.
Forbidden
- Overt advertisingwith promises of results or sensationalist language (e.g. "the best lawyer in town").
- Direct customer acquisition through paid advertisements that characterize commercialization (e.g. "hire now").
- Disclosure of fee amounts or offering free services to attract customers.
- Use of billboards, illuminated signs or others typical forms of commercial advertising.
With these rules in mind, this article presents ways of structuring legal communication and marketing in an ethical and effective manner, while respecting OAB rules.
Let's go help you understand what your potential customers are looking at before choosing a lawyer or law firmallowing you to position yourself as a reliable reference in the market.
Structuring a Website for Lawyers
A website is like a high-quality business card for your office.
It must be clear, functional e convey credibility. Here are the main elements to consider:
Brand positioning
What is non-negotiable for your company? What makes it different? What do the customers you serve praise the most?
That's your Brand Positioning!
Examples:
- Excellence in Social Responsibility
- Humanized care from day 1
- Non-negotiable commitment to the customer
Having this message received on different channelswith a good frequencywill make your message is fixed, and your brand differentiates itself.
Area of Activity
Highlight the specialties of the firm (e.g. labor law, family law, tax law).
Use simple language for the lay public to understand how you can help them.
Market time
Show your experience (e.g. "I've been working in the legal market for 15 years"). This reinforces authority and trust.
Customer reviews
Include the stars of the reviews, this helps to maintain sobriety, without exaggeration.
Quality of Information
Offer a blog or section content with useful and informative tips.
- Example: "5 steps to deal with a court summons."
Design and navigability
Invest in a clean layout, with easy access to information and compatibility with mobile devices.
Include an "About" page and discreet contact details (phone, WhatsApp, e-mail address).
Now, let's talk about Possibilities
60,000 monthly searches for lawyers, with commercial intent. Sound good?
With all the variationswe have about 1.7 million searches for lawyers every month.
And of course, 14,800 searches with commercial intent to Law Firm. In addition to 90,000 monthly searches for the variations in Google.
So let's talk about How to Structure Your Website, Blog, SEO and Ads for Lawyers and Accounting Firms.
Ads Strategies
Although the OAB restricts overt advertising, it is possible to use digital campaigns ethically. Here's how:
Brand awareness campaigns
Use Google Ads or social networks to get your firm's name out there, focusing on visibility rather than direct fundraising.
Distribution of Useful Content
Promote articles or videos with practical tips (e.g. "How to avoid conflicts in contracts").
- This attracts potential customers organically and respects the rules.
Local segmentation
Target campaigns to your region of operation, increasing relevance without appearing commercialist.
- Platforms (Website, Google My Business, Bing Places)
The Importance of SEO for Lawyers
A search engine optimization (SEO) is one of the most powerful tools for lawyers to stand out online without violating OAB rules.
It consists of optimizing your site to appear in the first Google search results.
And in addition to the numerous benefits, companies that are highlighted on Google occupy a special place in terms of credibility in the minds of potential customers.
Why is SEO essential?
Potential clients search for solutions to legal problems on Google (e.g. "how to resolve a contentious divorce").
- A well-positioned website conveys trust and authority.
Creating Relevant Content
Write articles answering your audience's main questions:
"What should I do when I receive a summons?"
- "How to negotiate a labor dispute?"
Use strategic keywords (e.g. "labor lawyer in São Paulo") naturally.
Long-term benefits
With quality content, your website gains relevance and people come to trust your firm as a source of legal support.
Extra Tip: Local SEO
Optimize for local searches (e.g. "lawyer in Curitiba"), including address and map on the site.
Conclusion: Legal, Advisory and Ethical Marketing
O legal marketing should be the most consultative, informative, ethical and sober of all professional segments. Unlike other areas, the legal profession does not sell products, but solutions based on trust and knowledge.
Website creation for lawyers depends on good planning, discreet ads and an efficient SEO strategy will allow you to reach potential clients without compromising the principles of the profession.