The Law Firm Case Results Page: What You Can Say Without Overpromising
I've rebuilt a fair few law firm websites now, and the "case results" or "our wins" page is almost always the one partners feel most nervous about. Fair enough — you want to show prospective clients you get results, but you also don't want a regulator (or a disgruntled opposing party) coming back at you for something that reads like a guarantee. 💖 The good news is you don't have to choose between compelling and compliant. You just need to write the page with a bit more discipline than most firms do.
Please note: general information, not legal advice — check current official guidance from your Law Society, Legal Services Board or equivalent regulator before publishing case results or outcome content, as rules differ by state and territory and do change.
What most firms get wrong
The most common mistake isn't dishonesty — it's laziness. A firm writes "we secured a $1.2M settlement for our client" with no context, no caveat, and no sense that the next reader will unconsciously treat that number as a benchmark for their own matter. The second most common mistake is the opposite problem: firms get so spooked by compliance that they strip the page of anything useful, leaving a vague paragraph that says "we've helped many clients" and nothing else. Neither version does its job. The first one risks creating unrealistic expectations (and running foul of advertising rules in several jurisdictions that explicitly ban result-specific advertising for certain practice areas, personal injury being the classic example). The second one wastes a page that could have genuinely helped a nervous prospective client self-select into booking a consult.
The compliant case results formula — use this structure for every entry on the page:
- Matter type, not matter name. "Commercial lease dispute" or "Contested will" rather than anything that identifies the client, the other party, or the court file, unless you have explicit written consent and it's already a matter of public record.
- What the firm did, in process terms. "Negotiated a settlement before the matter proceeded to hearing" tells a reader something useful about your approach without implying a formula that guarantees the same for them.
- A general outcome description, not always a dollar figure. "Resolved favourably for our client" or "achieved a result the client was satisfied with" is often safer and still persuasive than a specific number, especially for practice areas where outcome-based advertising is restricted.
- A standing disclaimer at the top or bottom of the page. Something like: "Past results do not guarantee future outcomes. Every matter is assessed on its own facts and circumstances."
How to actually set this page up
Start by pulling your firm's genuinely interesting matters from the last two to three years — not necessarily the biggest dollar figures, but the ones that show range across your practice areas. For each one, get written sign-off from the client if you want to include anything beyond the generic matter type, even if you think it's de-identified enough. Then write each entry using the formula above, group them by practice area rather than chronologically (it's easier for a prospective client to scan for their own situation), and add the standing disclaimer once at the top of the page rather than repeating it after every entry, which gets tedious to read. Finally, before publishing, run the page past whoever handles compliance at your firm, and specifically check your jurisdiction's rules on advertising for any practice area where outcome-based claims are more tightly regulated, such as personal injury or criminal law in some states.
Mistakes to avoid
- Headlining a dollar figure without context: a huge number with no explanation of circumstances reads as a promise, not an example.
- Naming clients or identifying details without consent: even "won" matters can involve confidentiality obligations that outlast the case itself.
- Skipping the disclaimer entirely: "results may vary" language isn't just a legal nicety, it protects both the firm and the reader from unrealistic expectations.
- Treating the page as static forever: stale case results from eight years ago make a firm look like it hasn't done anything interesting lately — refresh the page annually.
- Using results content as the only trust signal: pair it with process pages, team bios and a solid FAQ page so prospective clients get a full picture, not just a highlight reel.
Frequently asked questions
Can we use specific dollar figures on a case results page at all?
In many jurisdictions, yes, with appropriate caveats and client consent — but some practice areas (personal injury being the most commonly restricted) have specific advertising rules that limit or prohibit result-based advertising entirely. This varies by state and territory, so it genuinely needs a jurisdiction-specific check rather than a one-size-fits-all answer.
Do we need client consent even if the matter is a public court record?
Being on the public record doesn't automatically make it fair game for your marketing. Most firms still seek consent as a matter of professional courtesy and risk management, even where it might be technically permissible without it.
What if we don't have any "wins" we feel comfortable publishing?
That's genuinely fine — a case results page isn't compulsory, and a strong process page, FAQ page and set of practice area pages can carry just as much weight for a lot of firms. Don't manufacture results content just to tick a box; thin or exaggerated content tends to undermine trust rather than build it.
How often should we update this page?
At minimum once a year, and ideally whenever a notable matter concludes and the client is comfortable with a de-identified entry being added. A page that hasn't changed in years can quietly work against you.
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