Enhanced profiles come with four pages — about, services, news and contact — and firms consistently fill them with the same undifferentiated copy. “Aggressive representation” and “we fight for you” appear on a substantial share of the profiles we receive.
This guide covers what readers actually use to choose, what we will and will not publish, and how to write the four pages so they read as a firm rather than a template.
What is inside
- What readers actually compare between profiles
- Writing the about page: specifics that differentiate
- Service pages: describing scope without over-promising
- News: what is worth publishing and what is filler
- Claims we will not publish, and the advertising rules behind them
- Photography and logo specifications
- Keeping the profile current, and why stale profiles perform badly
How to use it
Write the services page first
It is the page readers spend longest on and the easiest to make specific.
Cut every superlative
“Best”, “top-rated” and “aggressive” carry no information and some create compliance problems.
Name the courthouses you appear in
This is concrete, verifiable and genuinely useful to readers.
Common questions
Will you edit our copy?
We check it against our publication standards and will come back to you on anything that cannot run. We do not rewrite your voice.
What kinds of claims will you not publish?
Guarantees of outcome, unverifiable superlatives, and comparative claims about other named firms. California attorney advertising rules are the reason, and they apply to us as the publisher too.