Law firm marketing in Ontario: Rules, tips, and strategies

Law firm marketing in Ontario is far from a free-for-all; it is governed by rules that can be as strict as court deadlines. Still, it's important to invest in ads and marketing, because modern clients now expect more than referrals. They look for clear websites, honest reviews, and simple ways to get in touch with you and your law firm.

In this article, we will discuss the marketing rules of the Law Society of Ontario (LSO) that your law firm must follow. We will also touch on marketing strategies that can help your law firm promotion on the right side of the rules.

What are the rules on law firm marketing in Ontario?

Ontario lawyers need to align every marketing strategy with the LSO's marketing rules under its Rules of Professional Conduct (Rules). At the very least, all marketing and advertising must:

• be true, accurate, and verifiable, and
• not mislead, confuse, or deceive the public

These restrictions on law firm marketing apply to different media. They also cover communications from your law firm (e.g., your firm's name, letterheads, business cards, and logos). That's why it's important to keep these rules in mind whether your marketing is done through traditional channels or online.

Watch this video to know more about marketing strategies for law firms and lawyers:

Head over to our Professional Regulation page for recent articles affecting your practice, including court decisions and updates on LSO rules.

Examples: Violations of LSO's marketing rules

Here are some examples of marketing and advertising violations, as mentioned in the LSO's Rules:

Using unconscionable or exploitive means

This can arise when you offer your legal services, especially to vulnerable clients and persons with disabilities. It can also include close relatives or personal friends to whom services are being offered.

"Bait and switch" marketing

In the law firm context, this means advertising services at a certain rate, then switching to a different rate once the client is engaged.

Related to this prohibition on bait and switching is the marketing of second opinion services. This type of marketing is also prohibited by the rules, regardless of the intent.

Prohibited information or messaging

Here are some examples of prohibited messaging for lawyer and law firm marketing:

• messages suggesting that other lawyers' services are not on par with the standard of a competent lawyer
• claims that you're a "specialist" on a specific field of law, unless certified by the LSO
• failing to disclose that:
  • clients are being referred to other lawyers for a fee, or
  • the services will be performed by someone other than the advertising lawyer
• images, language, and statements that:
  • are violent, racist, or sexually offensive
  • take advantage of a vulnerable person or group
  • refer negatively to other lawyers, the legal profession, or the administration of justice

Claiming false accolades

This occurs when you claim awards, rankings, titles, and third-party endorsements that are invalid, misleading, confusing, or deceptive. The Rules gave the following examples of these violative rankings and endorsements:

• those that do not have a reasonable evaluative process
• those that do not genuinely reflect your performance as a lawyer
• those conferred only out of a payment, instead of a legitimate evaluation

To comply with the rules, any references to awards and rankings must genuinely reflect your experience and professional or civic service.

Special rules regarding a lawyer's fees

Here are the specific LSO rules when marketing legal fees:

• permitted disbursements: should not be set out in small print or in separate documents or webpages; examples of these disbursements are land transfer tax or government document registration fees in real estate cases
• contingency fees: if you're advertising that your law firm charges contingency fees, you must publish a general maximum contingency fee percentage, either on your website or at first contact with a potential client

Here's a video about some of the innovative marketing strategies for modern law firms:

Check out our Events page to see upcoming lawyer conferences and awards nights in Canada that may be relevant to your practice.

What are law firm marketing strategies for Ontario firms?

Law firm marketing in Ontario works best if your law firm starts with a clear plan, not just putting up some random ads. Before spending on promotion, your law firm should first identify the following objectives:

• define their ideal client
• set up a realistic marketing budget
• decide which matters you want to promote or advertise more

New law firms may have modest marketing budgets, but the key is to set a number in advance, so that service providers or vendors cannot push spending beyond what your firm can realistically afford.

Consider digital marketing strategies for law firms

Alongside word of mouth and referrals, visibility through digital marketing is now a key part of any law firm marketing strategy. Once your firm's initial objectives are clear, digital marketing can include:

• having a website for your law firm
• engaging in content promotion
• commit to social media profiles

We'll discuss these strategies below.

1. Having a website for your law firm

A good starting point is a clear website for your law firm. To be successful in your law firm marketing, your website must have the following elements:

• mobile friendly: since many online searches now happen in smartphones, your website must be accessible and readable on clients' phones
• strong basic SEO: it can include sections and articles with keywords that are aligned with the practice area of your firm and your lawyers
• lawyer profiles: your firm's partners and associates should have an accurate profile of their own, explaining their preferred areas of practice and achievements

Law firm marketing can also rely on client-centred content, such as blog posts, landing pages, webinars, podcasts, and guides that answer specific questions, use real keywords, and show your firm's authority in its chosen practice areas.

A good website helps potential clients find you and assess whether your firm can help with their legal matter. Many also read reviews and check firm websites before making contact.

This is why law firms benefit when they keep their contact details, practice descriptions, and profiles in directories consistent with their main site. One Canadian Lawyer article notes that a strong lawyer firm bio should include relevant keywords, so it appears in web searches.

2. Engaging in content promotion

Digital marketing strategies for law firms also depend on smart content promotion:

• content should be carefully planned to reach target audiences, and
• distributed and promoted through channels, such as in social media and emails

It's important not to leave good content sitting unnoticed on your website:

• distribution can mean sharing links on your platforms, where the firm's ideal clients spend time
• promotion can include paid campaigns on Google Ads or social platforms to bring more people to key pages

Your content should also include clear calls to action, such as booking a consultation or downloading a checklist, so that your visitors can move from casual readers to real leads.

3. Commit to social media profiles

Social media supports this digital work by helping people notice your firm and its content. Here are some things to keep in mind when using social media for your law firm marketing:

• try to focus on appropriate platforms: instead of trying to be on every platform, choose one or two that fit your firm's target audience and clients; this can save you a great deal of time and money in managing social media accounts
• monitor the content you're posting: social media posts must have an authentic tone, allow interaction, and focus on answering potential clients' questions, rather than only pushing promotional updates
• assign tasks within your firm on social media: it's also important to have an internal social media manual, which sets out who posts what, who replies, when content goes live, and how the firm will respond to positive and negative comments

Do regular evaluations of the firm's marketing strategies

Finally, strong law firm marketing treats these strategies as ongoing work. Your firm can review results periodically by looking at website visits, directory profile views, and the number of people who actually reach out through these channels.

This helps shift time and budget toward channels that bring in good files and away from those that do not perform well. When planning, ethics, and regular review come together, your law firm marketing becomes part of a steady practice growth, not just a side project.

Law firm marketing: Combining technique and LSO rules

Marketing yourself or your law firm and creating eye-catching ads may be tempting, but firms should pause before launching campaigns and review the LSO's rules first. As law firm marketing evolves with new technologies, the rule of thumb stays the same: advertising aimed at potential clients must always be clear, honest, and trustworthy.

Bookmark our Legal Practice Management page for more news, articles, and updates for legal professionals in Ontario, including topics about law firm marketing.