AI search for Florida law firms

Four rules every Florida page has to respect

Rule 4-7.11(a) applies the advertising rules to all communications seeking legal employment in any print or electronic forum, which the Bar's handbook says includes websites.

Rule 4-7.12(a) requires every advertisement, even one exempt from filing, to name at least one lawyer, firm, or qualifying provider and to disclose the city, town, or county of one or more bona fide offices.

Rule 4-7.13(b) treats as deceptive or inherently misleading any content a reader can reasonably take as a prediction or guaranty of results (b)(1), past results that are not objectively verifiable (b)(2), comparisons or characterizations of skill or record that cannot be objectively verified (b)(3), and testimonials that fail its conditions (b)(9). The lawyer may not write a testimonial, nothing of value may be given for it, and one that mentions results needs a clear disclaimer that prospective clients may not obtain the same or similar results.

Rule 4-7.14(a)(4) lets a lawyer say "certified" or "board certified" only in the certified area, and a firm cannot claim certification. Claims of specialization or expertise must be objectively verifiable, and a firm making one must disclose that not all of its lawyers specialize.

Why this matters in AI search: an assistant may quote one sentence with nothing around it, so a results line whose disclaimer sits at the foot of the page loses what made it compliant. Each answer block should carry its own qualifier.

Filing and review: websites are exempt, ads are not

Under Rule 4-7.19(a), television, radio, print, and internet advertisements must be filed with The Florida Bar at least 20 days before first use, unless limited to presumptively valid content under Rule 4-7.16. For filings on or after July 1, 2026, the fee is $250 for a timely filing and $750 for a late one.

Rule 4-7.20(g) exempts lawyer and law firm websites from filing, and the Bar's guidelines say a firm's own social media and video pages need not be filed. Sponsored posts must be. Exempt from filing does not mean exempt from the content rules.

What The Florida Bar has said about AI

The Board of Governors approved Florida Bar Ethics Opinion 24-1 on January 19, 2024. It says lawyers may use generative AI but must protect the confidentiality of client information, provide accurate and competent services, avoid improper billing practices, and comply with the restrictions on lawyer advertising.

The opinion speaks to marketing directly. A generative AI chatbot used for advertising or intake must tell prospective clients they are communicating with an AI program, not a lawyer or firm employee. A firm may advertise its use of generative AI but may not claim its tools are superior to other lawyers' unless the claim is objectively verifiable. Compare other states' AI ethics opinions.

Florida questions need Florida answers

Florida figures change. Under section 735.201 of the Florida Statutes, summary administration is available when the Florida estate subject to administration, less property exempt from creditors' claims, does not exceed $150,000, or when the decedent has been dead for more than 2 years. Chapter 2026-57, Laws of Florida, raised that figure from $75,000, effective July 1, 2026.

Older pages, and AI answers drawn from them, may still say $75,000. We check every figure against the current statute. The estate planning guide shows how state detail decides citations.

Florida markets

Market guides cover the courts, cities, and questions specific to each area:

• Miami
• Tampa
• Orlando
• Jacksonville
• Fort Lauderdale

Miami has 34 municipalities and eleven courthouse locations. Tampa's circuit sits in both Tampa and Plant City. Orlando shares a circuit with Osceola County. Jacksonville is a consolidated city and county. Fort Lauderdale firms write for Broward's 31 cities.

What we build for Florida firms

• Practice-area pages written to Subchapter 4-7, with certification and expertise claims checked against Rule 4-7.14
• County and city pages only where you take clients, with courthouses named from the circuit's own site
• Answer posts for Florida questions, with every statutory figure checked against the current statutes

For personal injury firms, Rule 4-7.14(a)(7) means a "no recovery, no fee" line must say whether the client owes costs. For immigration firms publishing in Spanish, the Bar's checklist requires disclaimers in the same language as the ad.

Neighboring states

If your firm takes Georgia matters, publish them as separate pages that say which state's law applies and which lawyers are licensed there. The Georgia guide covers that state's rules.

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