Websites for Law Firms: What the Rules Allow
By CodexierPublished 5 min read
People rarely look for a lawyer until something has gone wrong, and then they are anxious, in a hurry and unsure what it will cost. A law firm website has to calm that, show competence and get the right cases to call, all within stricter marketing rules than most businesses face. This guide covers what differs between an advokatbyrå and a legal adviser, what you may claim, how to present fees and how to handle confidential first contact.
Advokat vs legal adviser: different rules
The title advokat is protected by law in Sweden. Only members of Sveriges advokatsamfund may use it, and members are bound by the Bar's code of conduct, which requires marketing to be factual and truthful, forbids pressure tactics, and protects client confidentiality. A juristbyrå or legal adviser without membership is not bound by that code, but is still covered by the Marketing Act and consumer price rules, and must never suggest the protection that the advokat title implies.
In practice, both types of firm should build the same kind of site: specific, calm and honest. The difference is mainly in the words you use about yourselves and the obligations you describe.
What you may and may not claim
| Fine to write | Avoid |
|---|---|
| 'We have handled employment disputes for employers since 2012' | 'We win our cases' |
| Descriptions of the types of matters you take | 'Sweden's leading' without verifiable basis |
| Named lawyers with real education and experience | Invented or anonymous client testimonials |
| Published articles and speaking engagements | Comparisons that belittle other firms |
| Client reviews collected honestly, all shown | Hand-picked quotes presented as typical |
Case outcomes are a special problem. Even when a result is public, presenting it as a promise misleads, because every case turns on its facts. If you describe past matters, describe the type of problem and the approach, anonymised, and do not imply the next client will get the same result.
Practice areas and fee information
Give each practice area its own page, written for the client's situation rather than the legal category: 'Your employer wants to dismiss you' is clearer than 'Labour law'. Each page should say who you help, what the process usually looks like and what the first step is.
- Explain your fee model: hourly rates, fixed prices for defined tasks, or a mix.
- Show prices including VAT when you address consumers; Swedish price rules require it.
- Explain legal expenses insurance in home insurance and state legal aid, and whether you take such matters.
- Say whether the first conversation is free, and how long it is.
Fee clarity is the single strongest trust signal on a law firm site, because cost is what people fear most.
Confidential contact routes
Before taking on a matter, a firm must check that it has no conflict of interest. That means you do not want the whole story in a contact form. Ask for the minimum: name, contact details, the other party's name and a short description of the type of matter. Tell people clearly not to include sensitive details until you have been in touch.
- Serve the form over HTTPS and send submissions to a secure mailbox, not a shared inbox.
- Avoid storing form data in third-party marketing tools.
- Keep analytics and chat widgets off the contact page, or use consent-based tools only.
- Offer a phone number for people who prefer not to write anything.
The general GDPR requirements for the rest of the site are in our website GDPR checklist.
Content that answers real legal questions
People search for their problem, not for a firm: 'how long notice period employment', 'dispute with contractor what to do', 'contest a will deadline'. Short, correct articles that answer such questions, with a clear point where professional help is needed, bring visitors who are already in your target group. Keep them dated and reviewed, since the law changes.
When not to buy a new site: if your firm lives on referrals from other firms and existing clients, a clean one-page presence with named lawyers and contact details may be all you need. When you want enquiries from people who search, our business website launch covers the structure above, and a short call is enough to scope it.
Frequently asked questions
Can a legal adviser who is not an advokat market themselves online?
Yes. They must not use the advokat title or imply Bar membership, and the Marketing Act and consumer price rules apply as for any business.
Should a law firm publish prices?
Publishing the fee model and some fixed prices for standard matters builds trust. Consumers must see prices including VAT. Complex matters can be described as hourly with an estimate after the first meeting.
Can we use client reviews?
Yes, if they are genuine, collected the same way from all clients, and not selectively shown. Never publish anything that reveals a client relationship without the client's consent.
Is a chatbot a good idea on a law firm site?
Only for practical questions such as opening hours, fees and how to book. It must not give legal advice or collect case details before a conflict check.
Planning a new site for your firm?
Bring your practice areas and fee model to a short call. We will outline the pages, the contact routes and a fixed price for the build.
Book a free 15-minute call