An LSO marketing pass for your firm’s website.
We read every page of your site against section 4.2 of the Law Society of Ontario’s Rules of Professional Conduct, mark each line that may engage a rule, cite the rule, and write the line we would use instead.
$650 CAD per site, plus HST. For Ontario law firms whose website was written by a marketer, a template or several people over several years.
Last reviewed
One flag from an LSO pass
The redline
An invented injury-law homepage, phone width
Note 1. Hero heading
Struck: Ontario's most trusted expert personal injury lawyers.Inserted: Personal injury lawyers in Kitchener.
“Most trusted” cannot be shown to be true, accurate and verifiable, which rule 4.2-1 asks of marketing. “Expert” is wording a reader may take to mean Law Society certification as a specialist, which rule 4.3-1 and its commentary restrict to certified specialists.
LSO Rules of Professional Conduct, rule 4.2-1 and rule 4.3-1
Or start with a Redline of your homepage
Not legal advice. Every flag cites the rule we read, and your counsel decides what it requires of you.
What we check
Each line names the rule we read at its source. Where we give no rule, the check is our own practice rather than a legal requirement.
Every claim is true, accurate and verifiable
Taglines, practice-area pages, bios and blog posts, read against the three tests in the rule.
Rule 4.2-1 (a) to (c)Superlatives, awards and rankings
“Best”, “#1”, “top-rated” and directory badges: whether each is bona fide and how it is presented.
Rule 4.2-1, commentary [2](b) and [5]Results and amounts recovered
Settlement figures and win rates, and whether the past-results statement the commentary describes sits with them.
Rule 4.2-1, commentary [2](a)Who provides the service
Whether the site states that services are provided by licensed lawyers, licensed paralegals or both, and identifies lawyers as lawyers.
Rule 4.2-1.1; rule 4.2-1, commentary [3](d)Specialist language
“Specialist”, “specializing in” and any wording from which a reader might conclude Law Society certification.
Rule 4.3-1 and commentary [2]Published fees
Whether each advertised fee is precise about the service, says what is charged on top, and can be honoured in every case. Residential real estate prices get their own check.
Rules 4.2-2 and 4.2-2.1Second-opinion offers and testimonials
“Get a second opinion” calls to action, and testimonials that lean on emotional appeal.
Rule 4.2-1.2; rule 4.2-1, commentary [2](f)
What you get
A redlined copy of every page
Struck line, inserted line and a numbered note citing the rule, in the same format as a Redline.
A change log your counsel can review
One row per flagged line: page, old wording, proposed wording, rule cited. Sorted by risk, not by page.
The rewritten copy, ready to publish
Plain-language replacements written by us. If we built your site, we make the changes; if not, your developer can paste them in.
What we do not do
Legal advice
We are designers and developers. We flag lines that may engage a rule and cite it; what the rule requires of you is a question for your own counsel, and we will happily brief them.
An LSO opinion or approval
The Law Society does not pre-approve marketing, and neither do we. Practice Management at the LSO and your own counsel are the right places for a ruling.
Paralegal rules
Licensed paralegals have their own rules of conduct. We note where a page markets paralegal services; we do not review it against those rules.
What it costs, and what it covers
| Package | Price | What is included | Not included | Timing | Next step |
|---|---|---|---|---|---|
| LSO marketing passOntario law firms whose website was written by a marketer, a template or several people over several years. | $650CAD per site, plus HST |
|
| TimelineAgreed in the written quote | Ask about this: the LSO marketing pass package |
Sources
The official text, read by a person on our team on the date shown. If a rule has changed since, the source wins and we update this page.
- Rules of Professional Conduct, Chapter 4: Relationship to the Public
Law Society of Ontario. Read: Section 4.2 Marketing (rules 4.2-0 to 4.2-2.2 and commentary) and rule 4.3-1 Certified Specialist.
Questions
Often, with care. A widget that shows reviews is still marketing on your site, so we read what it displays against the same rules as your own copy: whether a quoted review makes a claim you could not make yourself, and whether it leans on emotional appeal. We flag the widget's settings, not the reviewers.
Every public page we can reach from your home page, including bios, practice areas, fee pages and blog posts. Paid ads and social profiles are outside the pass unless we agree otherwise in the quote.
Yes, if we have access to your site or built it. Otherwise the rewritten copy is ready for your developer to paste in.
The other passes
- PHIPA forms pass
Ontario clinics and practices that take bookings, enquiries or intake through their website.
- AODA website pass
Ontario organisations with 50 or more employees in Ontario, which the website section of the regulation reaches, and smaller ones that want the same standard.