AI search for Indiana law firms

Four rules every Indiana page has to respect

Rule 7.1: nothing false or misleading. A communication is misleading if it misstates fact or law or omits a fact needed to keep it from misleading. The comments list examples that matter for AI search: statistical data based on past performance, predictions of future success, references to results that may create an expectation of similar results, unsubstantiated comparisons with other lawyers, and testimonials or endorsements likely to create an unjustified expectation. An assistant that quotes one results sentence quotes it without your surrounding caveats.

Rule 7.2(c): a responsible lawyer named, and records kept. Advertising must include the name and office address of at least one lawyer or law firm responsible for its content, and a copy or recording must be kept for six years after dissemination. For a website, dated copies of each published version are the practical answer.

Rule 7.4(d): specialist claims. A lawyer may not state or imply being a specialist unless certified by an independent certifying organization accredited by the Indiana Commission for Continuing Legal Education under Admission and Discipline Rule 30, and the organization is identified. Rule 7.4(b) and (c) allow "Patent Attorney" and "Admiralty" designations for qualifying lawyers. See whether a lawyer can call themselves a specialist online.

Rule 7.3: solicitations. Written, recorded, or electronic solicitations must carry "Advertising Material," and Rule 7.3(b)(3) bars solicitation about personal injury or wrongful death unless the accident occurred more than 30 days earlier.

Filing and review

Rule 7.2 contains no filing requirement for general advertising, so a practice page is not filed. Targeted solicitations are different: under Indiana Rule 7.3(c), each one must be filed with the Indiana Supreme Court Disciplinary Commission at or before dissemination, with a $50 fee, and refiled when it changes. A follow-up email to a named prospect can fall on that side of the line.

Where Indiana lawyers should look for AI guidance

The Indiana State Bar Association's legal ethics opinions page, checked October 2026, lists no opinion on artificial intelligence. The reference point is ABA Formal Opinion 512, issued July 29, 2024, which covers competence, confidentiality, client communication, and fees. It does not address marketing.

Whatever the drafting method, Rule 7.1 governs the page. Our answer on whether lawyers can use AI to write website content covers the practical side.

Indiana questions need Indiana answers

Which court handles an estate depends on the county. The Indiana courts' directory lists a standalone Probate Court for St. Joseph County, at 1000 South Michigan Street in South Bend. Allen County lists a probate magistrate within its Superior Court Civil Division, and Marion County lists Circuit Court and Superior Court civil, criminal, and family law divisions, with no court titled probate.

A statewide page that tells readers to "go to probate court" is right in South Bend and imprecise in Indianapolis or Fort Wayne. Pages that name the actual court for the county you serve give an assistant the right answer.

Indiana markets

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

• Indianapolis

In Indianapolis, the main Marion County courts share one address, while small claims runs through separate township courts.

What we build for Indiana firms

• Practice-area pages written to Rule 7.1, with results language checked against the comment examples
• County pages that name the court that actually hears each matter
• Dated page versions, so six years of Rule 7.2(c) records are easy to keep

For personal injury firms, the 30-day solicitation bar shapes any follow-up campaign. For estate planning firms, the county probate differences above come first. For family law firms, Marion County's Family Law Division is the detail to name.

Neighboring states

If your firm takes clients from across a state line, each page should say which state's law it explains and where your attorneys are licensed. See the Illinois guide, Kentucky guide, Michigan guide, and Ohio guide.

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