The pattern across regulated industries is consistent. What you cannot do is promise outcomes, imply guarantees, use certain comparative language, or present testimonials in ways that suggest typical results. What you can do is describe your process, your qualifications, your experience, and what somebody should expect, all of which is more persuasive than the claims you are prohibited from making.
That constraint is frequently an advantage rather than a limitation. Unregulated businesses fill their marketing with claims anybody could make, and those claims are discounted by readers precisely because they are universal. A regulated business that cannot say it delivers exceptional results has to describe what it actually does instead, and specificity outperforms superlatives with or without a rule requiring it.
Know which rules apply to you specifically, because they come from several directions. A licensing board or professional body with advertising standards. A federal regulator with rules about claims in your category. State law that may differ from the federal position. And the platforms themselves, which apply their own restrictions to housing, employment, credit, health, and financial advertising regardless of what the law permits.
That last one catches people out. Advertising platforms restrict targeting options for certain categories, require certification for others, and reject creative that a lawyer would have approved. Finding out at the point of a rejected campaign is common, and reading the platform policy for your category before building anything takes twenty minutes.
Testimonials and reviews need particular care in several regulated fields, where they may be restricted, require disclosures, or need to represent typical experience. This is one of the more common violations among small businesses, usually committed by somebody who had no idea the rule existed and was simply pleased with the feedback.
Keep records of what you published and when, since regulated advertising is occasionally reviewed retrospectively. A copy of each version of your site, your advertisements, and your material, with dates, is cheap to maintain and difficult to reconstruct if anybody asks.
Have somebody qualified review anything substantial before it goes out, and be specific about what you want checked. A professional in your field will identify problems a general marketing person cannot see, and the review is considerably cheaper than a complaint to your licensing body.
Then remember that the underlying work is unchanged. Being findable, being clear about what you do, being easy to contact, and having reviews all operate identically in a regulated industry. The rules affect the words, and the structure of what produces customers is the same.
Build the review step into how you publish rather than treating it as an occasional check, since the material that creates exposure is frequently the ordinary post nobody thought needed approval. A short standing rule about what goes out unreviewed is easier to follow than a judgement made each time.
Watch for rules that apply to what customers write as well as what you publish, since in several regulated fields a testimonial describing a specific outcome creates the same exposure as a claim you made yourself.
Keep a note of which rules you checked and when, since regulations change and a position established two years ago may no longer hold. That record also demonstrates diligence if anybody ever questions a decision, which is worth more than the effort of maintaining it.