Writing a Case Results Page That Builds Trust Without Overpromising
A case results page is one of the most visited pages on many defense firm websites. People who are close to calling want proof that the firm has handled cases like theirs. They scan the list looking for their charge and an outcome they would be happy with.
That same page is one of the easiest places to get into trouble. A list of dismissals and acquittals with no context can mislead a reader, break advertising rules or expose client information. The writing has to persuade while staying careful. This article covers how to do both.
Know what the rules worry about
The ABA Model Rules prohibit false or misleading communications about a lawyer's services in Rule 7.1. The comment to that rule says reports of past results can be misleading if they lead a reasonable person to expect the same result without regard to the facts of their own case. It also says that a suitable disclaimer or qualifying language may prevent that.
States adopt their own versions of these rules, and some go further. A few require specific disclaimer wording, limit how results can be presented or have special rules for dollar amounts and testimonials. Read your state bar's advertising rules before writing a single entry. If your state offers advisory review of ads, consider using it for this page.
Protect client confidentiality first
Before any outcome goes on the page, ask whether it reveals information about a client. The duty of confidentiality covers far more than secrets. ABA Formal Opinion 480 makes the point that lawyers who write publicly about their cases must protect information relating to a representation even when that information appears in public court records.
In practice, that means getting the client's informed consent before describing their case in identifiable terms, or describing it so generally that no one could identify the person. Leave out names, dates, unusual facts and anything else that would let a neighbor or employer recognize who it was. When in doubt, leave the case off.
Write each entry as a short, honest story
A bare line such as "DUI: dismissed" tells the reader very little and invites them to assume their case will end the same way. A short entry with context does more to build trust.
A useful entry often includes:
- the charge as originally filed
- one or two facts that mattered, described generally
- what the defense did, in plain words
- the outcome, stated accurately
For example, an entry might describe a first-offense DUI where the breath test was challenged on procedural grounds and the case was reduced to a lesser offense. That reads as real work by a real lawyer. It also signals that results depend on facts.
Avoid words that overstate. "Won," "beat" and "crushed" make the page sound like a sports score. Describe outcomes the way the court record would, such as dismissed, reduced, acquitted at trial or resolved with a diversion program.
Put the disclaimer where it will be read
A disclaimer buried in a footer in small grey type may not do its job. Place a short, plain statement near the top of the page that each case is different and past results do not guarantee a similar outcome. Use your state's required wording if there is one.
Write it in the same voice as the rest of the page. A sentence such as "Every case turns on its own facts, and these results are not a promise of what will happen in yours" reads naturally and still does the job.
Think about order as well. Grouping entries by charge lets a reader facing a theft case find theft outcomes quickly instead of scrolling past a long mixed list. A short line at the top of each group explaining how the firm approaches that kind of case gives the entries some framing, and it reads as experience rather than boasting.
Lead the reader to the next step
After someone reads the results, they are often ready to talk. The page should end with a clear and calm invitation to call or send a message, without pressure. The words around that button matter as much as the button itself. This guide to writing the words around the call button on a defense site covers how to phrase that last step.
Keep the page current. Add new results as clients consent, and remove entries tied to laws or penalties that have since changed if they might confuse readers.
For more on writing website copy that persuades without overstating, the collection of persuasive writing and website copy guides has related pieces.
Questions about writing a case results page
Do I need client permission to post a result?
You need to protect confidential information. If a result could identify the client, informed consent is the safe course. Check your state's rules and ethics opinions for specifics.
Should I list only my best outcomes?
A page made only of dismissals and acquittals can create unrealistic expectations. Including reduced charges and favorable plea outcomes gives a more honest picture.
Can I include dollar amounts or sentence comparisons?
Some states restrict how these are presented. If you include them, explain the context and check your bar's advertising rules first.
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