Chintan Zalani
AI Marketing For Law Firms: 7 Attorneys Share Tactics
To say that AI changed the digital marketing landscape would be an understatement.
While AI gave way for innovative tools that streamline marketing tasks, it also presented new challenges that growing law firms need to overcome.
In this post, we asked seven lawyers how AI affected and evolved their legal marketing strategies.
Let’s jump into it.
Improve Your Content Marketing Productivity
AI tools allow law firms to streamline nearly every aspect of content marketing.
Here’s what seasoned lawyers recommend:
1. Using AI Tools to Accelerate Content Creation and Optimization
Today, there are numerous AI-powered tools that can supercharge your law firm SEO efforts—from content generation to keyword optimization.
Mark Pierce, founder and CEO of Wyoming LLC Attorney, shares his firm’s results with AI for marketing:
AI tools have remarkably improved keyword optimization, enabling our firm to rank higher in search engine results. Our usage of AI-powered SEO tools led to a 50% increase in our site’s organic traffic within a year.
The emerging concept of AI-generated content will be an area we’ll explore to further optimize our content-creation process.
Some of the AI tools you can use for your law firm website content are:
- Surfer — Get real-time content optimization suggestions powered by AI.
- ChatGPT — Leverage generative AI to summarize documents, create templates, or simplify text for clients.
- Perplexity — Centralize your topic research, generate SEO-friendly outlines, and identify authoritative sources you can cite.
Mark Hirsch, co-founder of Templer & Hirsch, was also able to achieve significant marketing success with AI tools for content writing and SEO:
By using AI to make quick summaries and optimized content, we’ve made our keyword research more useful and better able to answer user questions, which has led to a 20% increase in organic traffic this year. Better AI-assisted analysis of user search patterns also helps us figure out what possible clients are looking for, which lets us make more relevant and interesting content.
2. Creating User-Centric Content for AI Overviews
Optimizing for AI Overviews can give you a shortcut to the top of search engine results.
According to C.L. Mike Schmidt, partner at Schmidt & Clark LLP, the key is to stay focused on a user-centric content strategy.
Our traffic has increased by about 25%, and lead inquiries are coming in with more specific questions, showing us that visitors are finding what they need more effectively. Staying ahead with detailed, user-centered content should help us maintain visibility in an AI-dominated search landscape and continue reaching those who need our services.
Andy Gillin from GJEL Accident Attorneys, however, warns about the potential downsides of AI Overviews especially if you don’t plan around it.
Some firms have experienced a dip in traditional organic traffic because AI Overviews often provide quick answers that lessen the need for users to click through to websites.
It’s crucial to focus on creating highly authoritative content that goes beyond basic legal advice. Targeting niche aspects of legal practice can attract traffic that AI summaries might oversimplify.
Want to be AI-Proof? Make it Human…
While AI can help you complete marketing tasks at record speeds, there’s a risk of losing the “human touch” that potential leads and legal clients look for.
These lawyers chip in advice on how to circumvent this issue:
3. Incorporate Multimedia
There’s no question that AI is now capable of generating text-based content that can convince the average internet user.
As such, law firms need to step up their game in order to bolster their authority and stand out from the competition.
Andy Gillin says:
An actionable strategy includes concentrating on high-quality, in-depth articles or multimedia content that can’t be easily replicated by AI, thus encouraging user engagement and repeat visits. This not only enhances SEO but also builds trust with potential clients.
Some of the top multimedia content ideas include:
- Infographics
- Short-form videos
- Downloadable PDFs
If you need specific ideas, here’s Alfred Polizzotto—managing partner at Polizzotto & Polizzotto, LLC—spilling the beans on how their firm plans to use multimedia:
We plan to make more video content to debunk common legal myths. People will always prefer real conversations over generic AI responses when it comes to their legal needs.
4. Publishing In-Depth Material
While AI tools allow you to churn out informative content faster, Mark Hirsch stresses the importance of publishing lawyer-written content that contains unique and practical advice.
Focus on unique, in-depth material that AI tools can’t copy. We want to keep a human touch that builds trust and authority, two important things for turning leads into customers.
Look Beyond Organic Lawyer SEO
Another way to cut through the AI induced changes in search engine landscape is tapping into more specialized branches of SEO. Here are two such tactics:
5. Leverage Local SEO
While other law firms compete for high-demand, long-tail SEO keywords, Alfred Polizzotto plans to stick to targeting the people who matter—AKA the local community.
Community means everything to us, and I think that’s where we can really stand out against AI. Localized content and genuine engagement are always at the heart of what we do.
Sharing the same vision, Jason Javaheri of J&Y Law divulged their preferred local SEO strategies to outperform generic, AI-ish content:
We’re focusing heavily on local SEO, targeting hyper-specific geographic keywords and localized content that positions us as a go-to firm within California’s legal landscape. AI disruptions will make generalized content more accessible, but detailed, location-based knowledge can still be our differentiator.
Read our complete local SEO guide for law firms to learn actionable strategies.
6. Optimize for Voice Search
Voice search is perhaps the most untapped branch of SEO in the legal industry.
Here’s Scott Distasio, founder of Distasio Personal Injury Law, on what voice search SEO means for law firm marketing:
My experience tells me that continuous learning and proactive strategy shifts are key to remaining competitive. Expect to see more personalized content, fine-tuned keyword targeting, and an increased focus on voice search optimization, as voice-activated AI becomes increasingly commonplace.
Final Thoughts
While AI is transforming the legal marketing landscape, you’ve to stay adaptable.
“As for the potential AI disruptions anticipated in 2025, our strategy is adaptability and constant evolution,” says Mark Pierce. “We plan to leverage advancing technologies to refine our SEO strategies further, staying attuned to AI developments.”
The best case scenario is, you’re working with a dedicated agency (like us) that can stay ahead of the curve. Get started with a free marketing audit today.
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