Old School Versus New School (AI-Driven Legal Marketing)

What’s the first move for any firm trying to grow? Hire a marketing “expert” or law firm marketing agency. Some of the agencies out there do fantastic work, we’re fans of them. However, for every one high-performer, there are 100’s of self-proclaimed experts who will gladly take a firm’s money and deliver marketing that looks pretty but does not drive more leads to the firm. What good is an expensive and shiny website if no body sees it? The problem…they are guessing, or assuming they know best based on tired tactics that worked 5-10 years ago, while google updates its’ algorithm almost every week.

The new false claim from many agencies or experts is “Yes! We have AI!”…They have generic ChatGPT, just like everyone else. ChatGPT written content is just as good as guessing. Google doesn’t hate on AI written content, but high-level fluff from chatGPT will never get you ranked high. According to recent surveys, three in four lawyers ( 73%) plan to implement AI into their firm in the next couple of years.

If you rely on the same tactics as 5,000 other firms, how do you make it into the top 10 for any google search? This is why we built FirmPilot’s patent pending AI Legal Marketing Execution Engine. We figured out how to train our own AI on any firm’s area of law and analyze their competitors. This rich data set allows us to create content that actually works to get you ranked higher to get more clients, and doesn’t just look pretty.

However, some do prefer the human touch of an old-school agency, so we’re happy to discuss the pro’s and con’s of our proprietary and high-performance AI legal marketing versus traditional marketing agencies as the next part of our free expert marketing guide for law firms.

With artificial intelligence’s not-so-hidden power, you can pinpoint content gaps and automate repetitive (and boring!) tasks. Another fascinating use is its ability to spot trending conversations, helping you jump on exploding topics.

Does My Law Firm Really Need AI SEO?

We all know about search engine optimization, but what about combining it with AI? It’s more complicated than asking ChatGPT to write you a blog post that may look pretty, or worse be filled with legal inaccuracies.  When you incorporate true AI (not generic tools that any agency can use), your marketing can be driven by thousands of insights that pinpoint what is actually needed to rank you higher.

Imagine a potential client googling, “How I find the best personal injury lawyer?” But your site is nowhere on the first page. You scratch your head, thinking, “I put hours adding KWs in my copy, used a stunning writing style, and focused on value. What am I missing?”

Google will put the user (your potential client) first; it’s how they ensure an unmatched experience. So, when folks seek legal advice or guidance, SERPs involve content as relevant to the query as possible.

So, what can your law firm take away from this? Your attorney site’s SEO is more than keywords; it’s the concepts and the intent behind a search. What does this mean for your site? You can’t stuff meaningless KWs; you must optimize for AI-powered SERPs.

How Can Lawyers Leverage AI to Refine SEO Strategy: The Steps to True AI For Your Law Firm

So what’s the difference of generic ChatGPT versus FirmPilot. It starts with using artificial intelligence that trained only on marketing your firm, where as, ChatGPT is trained pizza recipes and Shakespeare.

Besides being domain specific, what other ways can AI optimization fine-tune your digital strategy? Good news: we’ve got a quick (but in-depth) review on how new school marketing trumps conventional practices:

How Does AI Tweak Your Keyword Research?

You’re crafting your law firm site to grow your firm’s reach. What’s the first SEO strategy you turn to redefine searchability? It’s fascinating to pinpoint (and use) the terms your target folks use and analyze the intent behind queries.

Thus, when lawyers brainstorm content creation, they’ll know their prospective visitors’ needs and captivate qualified traffic. Unless you have an (expensive) in-house digital team, you’ll spend hours tearing your hair and analyzing low-density keywords.