AI search for New Jersey law firms

Four rules every New Jersey page has to respect

RPC 7.1(a)(1) covers material misrepresentations of fact or law and misleading omissions. RPC 7.1(a)(2) adds communications likely to create an unjustified expectation about results the lawyer can achieve.

RPC 7.1(a)(3) limits comparisons with other lawyers' services. A permitted comparison must name the organization behind it, rest on a basis that can be substantiated, and carry the disclaimer "No aspect of this advertisement has been approved by the Supreme Court of New Jersey."

RPC 7.4(a) lets a lawyer say they practice in particular fields, but not claim specialist certification except as the rule allows. Under RPC 7.4(d), a certification claim must name the certifying organization and state that it was granted by the Supreme Court of New Jersey or an ABA-approved organization; an unapproved organization's status must be clearly identified.

RPC 7.2(a) requires advertisements to be mainly informational, and it bars attention-getting techniques that depend on absurdity with a clear lack of relevance to choosing a lawyer.

Why this matters more in AI search: an assistant may quote a results line or comparison with none of the context around it.

Retention and review

RPC 7.2(b) requires a copy or recording of an advertisement or written communication to be kept for three years after its dissemination, with a record of when and where it was used. It also requires lawyers to capture all material on their websites, including all new content, in an electronic or paper backup at least monthly, and to keep it for three years. Each page your firm adds or changes falls under that backup duty.

New Jersey also has a Supreme Court Committee on Attorney Advertising. RPC 7.1(b) makes it unethical to use an advertisement known to have been disapproved by that Committee, unless the decision is modified or reversed. Under Court Rule 1:19A-3(a), the Committee accepts written inquiries from members of the New Jersey bar about a specific advertisement.

What the Supreme Court has said about AI

The New Jersey Supreme Court issued "Legal Practice: Preliminary Guidelines on the Use of Artificial Intelligence by New Jersey Lawyers" as a Notice to the Bar dated January 24, 2024, effective immediately. They say AI does not change a lawyer's core duties, that lawyers must check AI output, and that the rules do not require general disclosure of AI use, though a client who asks or needs it for an informed decision should be told.

On marketing, the guidelines say only that AI will likely affect billing practices and advertising, point to RPC 7.2, and note that future guidance may address those topics. RPC 7.1 to 7.4 govern your pages whoever drafts them, which is why every page we deliver goes through attorney review. See whether lawyers can use AI to write website content for the broader question.

New Jersey questions need New Jersey answers

The New Jersey Courts' divorce self-help page says divorce papers are filed in the Family Division of the Superior Court, and that for a divorce based on irreconcilable differences, you or your spouse must have lived in New Jersey for 12 consecutive months before filing. A national page that gives a different residency period or court misleads a New Jersey reader.

The family law guide shows how state detail shapes those pages, and the estate planning guide covers the county-level steps families ask about after a death.

New Jersey markets

Market guides cover the local facts that differ by area:

• Newark

In Newark's Essex County, several municipalities share part of a name, and the county Surrogate's office handles wills.

What we build for New Jersey firms

• Practice-area pages written to RPC 7.1 to 7.4, with certification language checked against RPC 7.4(d)
• County pages only where you take clients, with the courts and procedures named correctly
• Answer posts for the questions New Jersey clients ask, each linked to the right practice page

Practice guides: personal injury and criminal defense, plus family law and estate planning above.

Neighboring states

Pages that address readers across a state line should say which state's law they explain and where your attorneys are licensed. See the guides for New York firms and Pennsylvania firms.

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