By now, pretty much every sector has been affected by the emergence of generative artificial intelligence (AI) technologies like ChatGPT, Gemini, and others that can synthesize, summarize, and create responses to simple (or even more complex) user prompts. Ads for these technologies often feature professionals who need to create a compelling presentation for work within a short period of time, so they entrust a generative AI product like Gemini to compile an engaging slideshow complete with notes, images, charts, and other impressive features that save the day. As these technologies exploded onto the scene a few years ago, every industry has scrambled to address and anticipate how their sectors could be affected (or even eradicated) in the wake of these transformative capabilities. The legal sector is no different—suddenly, think-pieces have emerged that explore topics like the potential for AI tools to eliminate the need for paralegals. Moreover, practicing attorneys have faced sanctions for using generative AI tools to prepare and submit briefs that were rife with mistakes, inaccuracies, and invented citations.
While these larger matters remain in the spotlight, what about the smaller, more practical uses of generative AI for law firms? For instance, small- to mid-sized law firms who are budget-conscious may want to use generative AI tools to market their legal services instead of hiring a digital marketing firm. In fact, several law firms have already entrusted their content marketing needs to generative AI technologies like ChatGPT, using this tool to create easy-to-read website content or social media posts. However, as user-friendly and affordable as these tools may be, it’s worth taking some time to recognize some of the potential limitations and risks associated with generative AI tools. Whatever your decision may be, it’s best to make a choice that’s fully informed and thoughtful to ensure that you and your law practice can proceed with confidence.
Can I Use AI For Digital Marketing?
Anyone with internet access to a computer or smartphone can use generative AI to create content. This means that your law firm can pull up ChatGPT and tell it to write a few paragraphs of written content to display on your firm’s homepage. You can give it certain parameters, such as appealing to an older audience who may be worried about estate planning or preparing an advance healthcare directive. ChatGPT will take your request and quickly scan any available information out there to generate neatly composed paragraphs that pertain to your topic. At first glance, you may be surprised and pleased by the result, as it will likely be easy to read and even somewhat engaging. However, before you copy and paste the content onto your website, be sure to check for any inaccuracies, vague language, or misleading statements. Additionally, it’s helpful to put yourself in the position of a potential client who lands on your website—is the content engaging? Does it resonate with you? Is the tone inviting, warm, and reassuring? So far, consumers still find themselves unknowingly gravitating towards content that’s written by humans, as this content comes across as more authentic, inviting, and “alive.” Who knows—maybe the extra human touch behind the words you display on your law firm’s website may be the deciding factor in whether or not a potential client takes the next step and schedules an appointment with you.
Current Uses of AI and Digital Marketing for Law Firms
Even before generative AI tools became so widely available, other AI technologies were making their way into content marketing for law firms strategies. For example, many website visitors now expect to be greeted by friendly “chatbots” that interact with site visitors and answer simple questions as needed. These tools can improve the user experience, especially if they are designed intentionally and integrate seamlessly with the law firm’s website layout and display. However, it’s worth taking the time to set up parameters for these chatbots so that they can recognize when a searcher’s query is too complex and direct the visitor to schedule a call or contact the law firm for more customized legal guidance. Chatbot tools that are overly inquisitive or unresponsive to user questions can actually undermine the effectiveness of your law firm digital marketing strategy, so it may be worth enlisting the guidance of a highly qualified digital marketing for law firms specialist who can help you integrate this tool in a meaningful and impactful way.
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The Impact of AI and Content Marketing for Smaller Law Firms
AI technology is not just affecting how content is generated—it plays a significant role in how search engine algorithms evaluate, rank, and display relevant results for users. Search engine algorithms like Google are becoming increasingly focused on presenting searchers with high-quality, trustworthy, and relevant content. So, how can your law firm signal to these search engines that you are a trustworthy business that is presenting quality content designed to appeal to potential clients in your area? You can start by refreshing the content on your website to align with common client concerns and topics that they are most likely to connect with. Next, be sure that your website loads quickly and displays accurately; search engine algorithms prioritize fully functional and optimized websites over those with outdated information, slow loading times, or broken links. Also, since AI tools are increasingly integrated with search engine algorithms, it’s important to recognize that the more your website’s wording and phrasing align with common user queries, the more likely it is that the algorithm will match your website to someone’s search terms. Integrating common keywords and organic search terms into your website’s content is an effective way to boost your visibility and ranking positions over time.
Learn More About Boosting Your Law Firm Digital Marketing Strategy Today
If you feel as if generative AI is everywhere, you are not alone. So, should you entrust these tools to handle your law firm’s digital marketing needs? For now, it’s still best to exercise caution before you go all-in on AI-powered marketing.
Give LegalRev a call today at (800) 893-2590 to learn more about how you can take your content marketing efforts to the next level and connect with the clients you’re hoping to serve.
