Artificial intelligence (AI) underpins virtually every type of business. Stretching far beyond predictive text and intake auto-population, AI offers generative text and images, predictive analytics, and even facial pattern recognition that purportedly improves trial outcomes.
As AI continues to reshape the digital terrain and Google now offers generative AI at the top of every keyword search, many marketers are struggling to balance time-tested strategies with the innovations that keep them one step ahead of the competition.
As a busy law firm owner, you don’t have time to keep up with the latest in AI research, much less learn and deploy high-level marketing techniques that maximize efficiency through AI tools. As a service to our clients—and prospective clients—Trial Guides Digital Marketing offers the following strategies to incorporate AI into your marketing strategy.
For questions related to legal AI tools, SEO for lawyers, or any other aspect of law firm marketing, reach out to the Trial Guides Digital Marketing team.
For most of our attorney clients, the primary goal is attracting new potential clients. SEO, or search engine optimization, will attract more traffic and shares—but these SEO results are only worth the effort if they result in more client leads. Your law firm’s website—from your practice area pages to a blog’s table of contents—should cater to your target audience.
The new AI features found in online searches simply mean it’s more important than ever to know your audience, anticipate their questions, and offer high-quality, easily digestible content that attracts organic clicks. While platforms like ChatGPT can provide a general overview of informational topics, be careful not to become reliant on ChatGPT or other AI text-generation software to write your content for you.
Some digital marketing companies will target unrelated keywords that won’t attract clients but will be easy to achieve high rankings for. This means they can tout their own “success”, even if their efforts did not result in more leads for their client. The best digital marketing law firms have real, recent results—not just for their search engine rankings, but for their clients’ lead list.
Let’s say you have a legal practice in Spokane, Washington, and you’re looking to hire a cleaning service. Would you want to hire one down the block, or in the next town over?
In most cases (reciprocity cases notwithstanding), attorneys only practice in a handful of states at most. Successful digital marketing, particularly at the outset, should focus entirely on ranking factors that will appeal to a local audience. In practical terms, this means writing about local events and issues, with appropriate link-building to local news and businesses. In a best-case scenario, your legal service should be synonymous with legal work in the local area.
AI helps create hyper-localized content tailored to specific audiences. It provides real-time updates on local search trends to maintain competitiveness and enhances customer engagement by automating responses to reviews and generating personalized content. Responsibly integrating AI systems with great content will allow your law firm to capitalize on successful local SEO strategies.
Read More: 5 Law Firm SEO Tips To Improve Local Searches
While AI software can radically streamline certain aspects of your business operations, there is no fast track to great content. Content is the cornerstone of your brand and business—and useful, original, engaging content is arguably the most important component for improving results for your law firm.
While AI now makes ideation, keyword research, and even content creation easier, it does tend to homogenize content into a singular, AI-sounding voice. (Pro tip: avoid words like “delve,” “meticulous,” and the ever-popular “legal landscape.”) While we may consume content differently—persuing the AI Overview in our online searches, for instance—Relevant, original content is still the most reliable rocket fuel for sustainable digital marketing results.
Trial Guides Digital Marketing offers high-caliber legal website content with a quick turnaround and multi-tiered keyword strategy. All our content is written by humans with years of experience in the legal field. To learn more about our content offerings, contact Trial Guides Digital Marketing.
Relevant, original content is still the most reliable rocket fuel for sustainable digital marketing results.
While AI can write strong demand letters and even offer real-time feedback in a deposition or trial, it is no substitute for human oversight. If you are hesitant to incorporate AI technology into your legal marketing strategies, we suggest testing the waters—if only to anticipate the technologies your opposing counsel may be using.
In terms of legal SEO, AI will come in handy when researching and drafting legal content for your website, but it should not become the voice of your brand. In a high-tech game of cat and mouse, AI writing checkers have already keyed into the most commonly overused AI terms in 2025—and search engines like Google are almost certainly using them to weed out AI generated content in web searches.
Put simply: don’t become overly reliant on AI content generation, or you may run the risk of your website getting permanently buried. Even with the best technologies at your fingertips, we believe there is simply no substitute for a real, human-to-human interaction.
As you consider the various means of marketing your law firm, make a habit of regularly checking in with your marketing team to understand how your website is ranking and what you could do to help it rank better.
We recommend that all attorneys check their metrics regularly—which goes beyond understanding your top spots on Google. This incorporates SEO, PPC, and email marketing campaigns as well as any social media accounts for your firm. Ranking well means securing more keywords and more organic traffic; you should be able to see good content start to climb within 3-6 months of publication. Google’s Page 1 is high-value real estate—and ranking well for high-volume keywords is like owning that space.
Make a point to speak to your marketing team regularly and review your digital marketing trends. This may include email marketing, social media, third-party content, and targeted ads. (You may also wish to include PPC, or “pay per click” as part of your marketing strategy.)
Bottom line: SEO for law firms must include regular checkups to keep your site healthy and your rankings strong.
Regardless of your firm's size or client goals, it's important to keep an open mind about new techniques. If you notice your rankings start to dip, you may need to pivot your SEO strategy to allow for changes in the Google algorithm or in the market in general.
As with any outdated SEO practice—keyword stuffing, article spinning, buying web domains, always avoid using strategies that hurt your SEO. While judicious AI can be helpful in generating content and reaching local clients, it is not a magic ticket to SEO results. As AI evolves, your marketing strategy should be ready to change as needed.
Trial Guides Digital Marketing offers a variety of services for every lawyer, SEO, PPC, email marketing, social media management, as well as custom web design. For more information about how we can help you leverage AI for improved legal SEO, get in touch and we’ll reach out as soon as we can.
In digital marketing, four simple metrics often make the biggest difference: clicks, calls, likes, and shares. Each one represents a different type of engagement with your potential clients, and each can be improved through deliberate, targeted strategies.
Over the weekend of September 12, 2025, many SEOs and site owners, particularly in service-based niches such as legal and home services, observed ~50% drops in Google Search Console (GSC) impressions, despite rankings and clicks remaining largely stable.
