The fastest way to lose a marketing advantage is a complaint to the regulator. We write copy that persuades - and stays inside the Australian Solicitors' Conduct Rules and your state Law Society advertising guidance.
Australian solicitors operate under the Australian Solicitors' Conduct Rules (ASCR), the relevant state Legal Profession Acts, and Law Society advertising guidance (NSW, VIC/LIV, QLD/QLS, SA/LSSA, Law Society WA). Restrictions apply to guarantees, to how outcomes and "specialist" claims are framed, to testimonials and reviews, and to misleading impressions generally. A generalist copywriter cheerfully writes claims that are excellent marketing - and a compliance risk you'll pay for later.
1. Outcome claims. "Guaranteed win", "we always get clients X", "no-win-no-fee guaranteed" - reframe as capability ("decades of trial advocacy", "thousands of matters in [court]") and process, not outcome guarantees.
2. "Specialist" language. In several states the word "specialist" is restricted to lawyers holding the relevant Accredited Specialist credential (Law Society NSW, LIV, QLS, LSSA). Use "focus", "primarily practises in", "experienced in" otherwise - the marketing intent is unchanged; the regulatory risk disappears.
3. Testimonials. Must be authentic, not selectively misleading, and (in some jurisdictions) attributable. Fabricating, lightly editing for impact, or selectively curating all create risk. We build a steady, consistent review-collection process that produces real reviews on your Google Business Profile.
4. Comparative advertising. "Better than [competitor]" claims are a minefield under both Conduct Rules and general consumer-law principles. We use evidence-based capability statements instead.
Final compliance review is yours - we are not your lawyers. We build the copy to applicable rules and recommend your sign-off before publication. The documented rationale we provide makes that review a 30-minute task, not a re-write.
Compliance review runs through every page we write - pillars, matrix pages, blog content, conversion pages. Included by default in the Practice and Growth bands. Pairs naturally with:
Especially impactful for: family-law (Accredited Specialist wording) and personal-injury (no-win-no-fee framing) - the practice areas where Conduct-Rules risk is highest.
No - this is general information and copywriting work built to applicable rules. Final compliance responsibility rests with the practice; we recommend your internal review before publication and provide a documented rationale to make it efficient.
No - usually the opposite. The tone that stays inside the rules ("careful, accurate, plain-English") is also the tone that earns trust from someone deciding which lawyer to trust with a difficult situation. Aggressive claim-heavy copy converts marketing buyers; calibrated copy converts legal clients.
Yes - that's part of the free audit. We flag the high-risk claims, the "specialist" misuses, the testimonial issues and the missing disclaimers, with concrete rewrites for the worst offenders.
The ASCR is uniform, but Law Society advertising guidance and the Legal Profession Acts have state-specific edges (NSW, VIC, QLD, SA, WA). We write for the state your firm practises in and flag interstate considerations where they apply.
The free audit flags the high-risk claims, "specialist" misuses, testimonial issues and missing disclaimers - with concrete fixes.
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