AI search for Hawaii law firms

Four rules every Hawaii page has to respect

Websites are advertising. Formal Opinion No. 41, "Attorney Web Sites and Other Electronic Advertising", dated April 26, 2001 and updated March 19, 2015, says communications concerning an attorney's services on a web site are advertising. It also covers domain names, web addresses, and email addresses.

HRPC 7.1: nothing misleading. Rule 7.1 bars false or misleading communications, including those likely to create an unjustified expectation about results the lawyer can achieve. A Supreme Court order of January 4, 2022, effective July 1, 2022, added Comment [5]: a lawyer who refers to being a former or retired government official, such as a judge or prosecutor, should clearly indicate the lawyer no longer serves in that role. An assistant that quotes "former judge" without "former" changes the meaning, so the full title belongs in the same sentence.

HRPC 7.4(d): certification. A lawyer may say they are certified as a specialist by a named organization only if the statement is not misleading, clearly names the certifying organization, and carries the statement that the Supreme Court of Hawaii grants Hawaii certification only to lawyers in good standing who have completed a specialty program accredited by the American Bar Association. See whether a lawyer can call themselves a specialist online.

HRPC 7.2(c) and 7.3(c). Communications under Rule 7.2 must include the name of at least one lawyer responsible for the content. Targeted written, recorded, or electronic solicitations to someone known to need legal services in a particular matter carry the words "Advertising Material," with exceptions.

Where Hawaii lawyers should look for AI guidance

The Disciplinary Board's formal opinions index, last updated November 12, 2025, lists no opinion on artificial intelligence; its highest-numbered opinion is No. 50, on volunteer legal services. Hawaii lawyers can look to ABA Formal Opinion 512, issued July 29, 2024, which covers competence, confidentiality, client communication, and fees when lawyers use generative AI. It does not address marketing.

Whatever the drafting method, Formal Opinion No. 41 treats your website as advertising. Our answer on whether lawyers can use AI to write website content covers the practical side.

Hawaii questions need Hawaii answers

Hawaii organizes its trial courts by island, not by city. Under HRS 603-1, the first judicial circuit is the island of Oahu and the other islands not assigned elsewhere, the second includes Maui, Molokai, Lanai, Kahoolawe, and Molokini, the third is the island of Hawaii, and the fifth includes Kauai and Niihau. The statute lists no fourth circuit.

The Judiciary says the circuit courts have exclusive jurisdiction in probate, guardianship, and felony cases, and HRS 560:3-201 sets probate venue in the judicial circuit where the decedent was domiciled. Divorce and custody go to Family Court. A page that says "file in the county probate court" describes a court Hawaii does not have.

Hawaii markets

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

• Honolulu

Honolulu is a consolidated city and county with no separate incorporated cities, so local pages are organized around Oahu's court locations and districts rather than town names.

What we build for Hawaii firms

• Practice-area pages written to HRPC 7.1, with former-office titles and results language checked
• Island pages that name the right circuit and court building for each matter
• Certification language that includes the statement HRPC 7.4(d) requires

For estate planning firms, probate venue follows the judicial circuit of domicile, so a Maui estate does not go to Honolulu. For family law firms, Family Court is a separate court with its own locations, a detail national pages skip.

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