Link in Bio for Solo Attorneys and Small Law Firms (and the Advertising Rules)
September 15, 2026 · 5 min read
A law firm link in bio page is advertising, so it inherits your bar's rules: regulator number, disclaimers, careful case results, and honest fee information.
Quick answer: A link in bio page for a law firm is almost always attorney advertising, which means it inherits the same rules as your main website: your regulator's number or badge, a complaints route, careful handling of case results and reviews, and no implied specialisation you cannot back up. Build the page around one action, usually a booked consultation or an intake form, then put the required items on the page rather than three taps away.
Is a link in bio page really attorney advertising?
For most firms, yes. The closest published authority is New York City Bar Formal Opinion 2015-7, from 27 December 2015, which set a five-part test for whether a lawyer's social profile counts as advertising: it is made by or for the lawyer, its primary purpose is attracting new clients for pecuniary gain, it relates to legal services, its intended audience is potential clients, and no exception applies. A page whose whole job is turning Instagram traffic into consultations passes that test comfortably.
That matters because the label triggers real duties. In New York, Rule 7.1 of 22 NYCRR 1200 requires the words "Attorney Advertising" on the home page of a website, and it requires copies to be preserved at first publication, at any major redesign or meaningful content change, and at least once every 90 days, with computer-accessed communications retained for one year.
What belongs on the page, and in what order?
Order by what the visitor came to do, not by what you are proud of. A workable stack: one primary button (book a consultation or start an intake form), then who you actually are, meaning your name, admission or registration, and the jurisdictions you can act in. Then practice areas written as problems people type, such as "unfair dismissal claim" rather than "employment law". Then fee structure, then languages spoken, which is often the reason a family or immigration client picks one firm over another, then phone and email, then reviews and results if your rules allow them, then the compliance block: regulator number or badge, complaints route, and any required disclaimer.
What does my regulator actually require on the page?
This is the part generic link in bio guides skip entirely. Check the current text yourself, because these rules are revised and the summary below is a starting point, not advice.
| Where you are regulated | What the page is likely to need | Check this source |
|---|---|---|
| Solicitors, England and Wales | SRA number and the clickable SRA digital badge displayed prominently (rule 4.1), complaints procedure including how to complain to the Legal Ombudsman and the SRA (rule 2.1), and published prices for the listed services such as conveyancing, uncontested probate, immigration applications, road traffic matters and unfair or wrongful dismissal claims (rules 1.3 to 1.5) | SRA Transparency Rules, current version dated 11 April 2025 |
| Barristers, England and Wales | Price, service and redress information, complaints route and time limits, and a link to your Barristers' Register entry. Be careful with comparisons to other practitioners | BSB transparency rules, in force 1 July 2019, and BSB Handbook rC19 |
| Ireland | No use of "no win no fee", "no foal no fee" or "free first consultation" in advertising that refers to personal injuries, and no inducement to bring a personal injury claim | Legal Services Regulation Act 2015 (Advertising) Regulations 2020, S.I. 644/2020, in operation 18 December 2020 |
| New York | "Attorney Advertising" on the home page, "Prior results do not guarantee a similar outcome" wherever you create an expectation about results, and the retention schedule above | 22 NYCRR 1200, Rule 7.1 |
| Florida | Testimonials must be unpaid, from someone qualified to evaluate you, based on personal experience, and carry a same-results disclaimer. Firm websites are exempt from pre-filing under rule 4-7.20(g), but the status of a social bio page is unsettled, so ask the Bar | Florida Bar rules 4-7.13, 4-7.19 and 4-7.20 |
| Other US states | Start from ABA Model Rules 7.1 to 7.3 as amended 6 August 2018, then read your own state's version, and every state you are licensed in or advertising into | Your state bar's advertising rules and ethics opinions |
Can I show case results and client reviews?
Usually, with conditions. Past results are the classic source of an unjustified expectation, so pair each one with the facts that make it specific, and add the required disclaimer where your rules call for it. For reviews, get the client's informed consent before publishing anything tied to their matter, and never pay for or incentivise a review without disclosing it. In the UK, the DMCC Act 2024 consumer regime took effect on 6 April 2025 with direct CMA enforcement and dedicated fake reviews guidance, and in the US the FTC rule at 16 CFR Part 465 has been in force since 21 October 2024. A wall of unverifiable five-star quotes is now a risk, not a free win.
How do I describe what I do without claiming to be a specialist?
Under ABA Model Rule 7.1, you may not state or imply certification as a specialist unless you are certified by an approved organisation and that organisation is named in the communication. Plain description does the job: the matter type, the court or tribunal, your years doing it, and the outcome the client is buying. In England and Wales, the same instinct applies to comparative claims, which the BSB warns are often misleading.
What does the intake form need?
One disclaimer, placed directly above the submit button, saying that sending information does not create a lawyer-client relationship and may not be treated as confidential. Bar guidance and malpractice insurers have pushed this for years, and it only works if it is readable and sits where the person looks. Keep the form short: name, contact, jurisdiction, one line on the matter, and a conflicts-friendly field for the other side's name.
How do I build this on Lit.bio?
The free plan covers up to 10 links, unlimited social icons, all eight themes and six fonts, a QR code for your business card, and 7 days of analytics, which is enough for a solo practice that just needs a clean front door. Start free and add Pro at $9 per month, or $49 once for lifetime access, when you want the contact form, email capture, the Book a Session calendar for consultations, 90 days of analytics, and removal of Lit.bio branding. Pages live at lit.bio/yourname, since custom domains are on the Pro roadmap and are not shipped yet. A $2 per month verified checkmark is available after human review, which is a small credibility signal for a name that gets impersonated.
Who has the final say on any of this?
Your regulator, not a marketing article. Read the current SRA, BSB, Legal Services Regulatory Authority or state bar text before you publish, and re-read it when you change the page, because a bio page that lists prices, results and reviews is exactly the kind of communication these rules were written for.