As I posted earlier, I sat in a session on Legal Ethics and Law Firm Websites. Here are few takeaways:
The bar regulators are way behind in figuring out how to regulate lawyers on the internet. Most of the analysis focuses around comparing the web activity to what you would do in print advertising or the phone.
Some bad internet activities such as pop-up ads and spam from lawyers are probably unethical, not just annoying.
You need a disclaimer on the website listing an attorney's email address. I posted about this earlier in the context of the Massachusetts ethics opinion.
Lawyer matching sites are a problem. The law varies from state to state on what is permitted, especially when it comes to charging fees and holding someone out as an expert.
You may also want to look at the materials from a different session on Dennis Kennedy's blog: Handout Materials - Ethical Issues for Law Firm Websites