Posted by Gav Ward, director at Legal Futures Associate MLT Digital
Ward: Competitive advantage for those who integrate AI into marketing
The legal sector is experiencing a rapid technological shift, with artificial intelligence (AI) transforming not just legal practice but also how firms market their services.
For small to mid-sized law firms, staying competitive means embracing AI-driven marketing strategies while mitigating risks such as AI ‘hallucinations’ (where AI generates inaccurate information).
Despite ongoing advancements in digital marketing, content marketing remains essential for attracting clients and reinforcing brand credibility. AI enables firms to enhance these efforts by increasing efficiency, improving personalisation, and leveraging data-driven insights to refine strategy.
Many small and mid-sized law firms struggle with:
- Limited resources – smaller teams often lack the capacity to produce a steady stream of high-quality content.
- Time constraints – lawyers prioritise client work, leaving little room to focus on marketing efforts.
- Fierce competition – Larger firms with dedicated marketing departments dominate search rankings and online visibility.
AI-powered tools help level the playing field, enabling firms to create and distribute high-quality content efficiently while keeping costs manageable.
AI-DRIVEN CONTENT STRATEGIES FOR LAW FIRMS
AI writing tools for legal content
Platforms such as ChatGPT, Perplexity and WriteSonic are streamlining content creation, allowing law firms to produce well-researched blogs, articles, and social media posts in a fraction of the time.
For instance, a family law solicitor can use AI to generate informative content on divorce proceedings, which, when optimised correctly, enhances search engine visibility and even ranks within AI-powered search tools (generative engine optimisation or GEO).
Personalisation through AI and data insights
AI enables law firms to deliver highly targeted content by analysing client behaviour and preferences. Machine learning algorithms allow firms to tailor messaging to specific needs, increasing relevance and engagement.
For example, a firm specialising in corporate law can use AI to distribute personalised content about mergers and acquisitions to business owners searching for legal guidance.
We have been training AI-powered marketing agents that align with client needs and commercial goals. These tools help create tailored, high-quality content that not only meets legal accuracy standards but also engages the right audience effectively.
A MULTI-CHANNEL APPROACH
AI-powered legal and practical guides
Comprehensive legal guides help firms showcase expertise while providing genuine value to potential clients. AI tools assist in creating detailed, accessible guides tailored to specific audiences.
For instance, a conveyancing solicitor could produce a step-by-step guide on the property-buying process, or an employment law firm could develop a downloadable guide explaining redundancy rights during economic downturns.
SEO-optimised blogging for law firms
Blogs remain a key tool for organic lead generation. AI tools assist by:
- Identifying high-impact topics based on trending searches;
- Generating SEO-friendly drafts with relevant keywords; and
- Summarising complex legal material into digestible insights – similar to how some judges are now experimenting with AI to synthesise case law.
For example, a criminal defence lawyer might produce blogs answering FAQs such as ‘What are my rights if arrested?’ or ‘How long does a criminal case take?’
Service page optimisation with AI
A well-structured service page is crucial for converting website visitors into clients. AI assists in crafting compelling, keyword-rich copy that highlights your firm’s expertise.
A family law firm could optimise pages for divorce mediation and child custody arrangements, while a personal injury solicitor could refine content to emphasise their expertise in handling ‘no win, no fee’ claims.
Website content that converts
Your website is often a client’s first impression of your firm. AI can help enhance website content by creating engaging user-friendly copy aligned with your brand’s tone of voice, AI-generated FAQs to answer common client concerns, and case studies that highlight successful legal outcomes.
THE ROLE OF DATA-DRIVEN INSIGHTS
AI-powered analytics tools
Understanding content performance is crucial for refining marketing strategies. AI-driven tools such as Google Analytics 4 provide detailed insights into:
- Website traffic – identify which pages and blog topics attract the most visitors.
- Engagement metrics – assess how long users interact with your content.
- Conversion rates – track which content pieces drive the most client enquiries.
A criminal defence lawyer may find that articles about legal rights during arrest drive the highest traffic and could prioritise similar content.
Predictive analytics for strategic content planning
AI tools analyse historical data to predict emerging trends, allowing firms to stay ahead of client needs.
For instance, an employment law firm could anticipate increased interest in redundancy advice during economic downturns and prepare blog content accordingly, while a commercial solicitor might foresee rising demand for contract law guidance and create targeted newsletters addressing key concerns.
Multi-channel marketing with AI
AI facilitates seamless integration of content across multiple platforms, ensuring that law firms maintain a consistent brand presence. A data-driven, multi-channel strategy includes:
- Email marketing automation – AI-driven tools help tailor email content based on subscriber behaviour.
- Social media scheduling – AI streamlines the process of posting across LinkedIn, X and other platforms.
- Pay per click and ad targeting – AI-enhanced advertising ensures campaigns reach the right audiences at the right time.
By distributing content across multiple channels, firms can engage potential clients at different stages of their decision-making journey.
The benefits of AI-powered content marketing
By incorporating AI-driven marketing strategies, law firms can:
- Improve efficiency – automating repetitive marketing tasks saves valuable time.
- Reduce costs – aI tools minimise reliance on large marketing teams.
- Enhance search visibility – optimised content improves rankings and attracts more potential clients.
- Strengthen personalisation – AI refines messaging to resonate with the right audience.
Mitigating AI risks: avoiding hallucinations in legal content
While AI enhances content marketing, it is not infallible. A key concern is AI-generated misinformation, often referred to as hallucinations.
And to elaborate on this point, last year, in a LinkedIn discussion with Brian Inkster, the legal sector commentator and CEO of Inksters Solicitors, I coined the term ‘Inkster’s Law’, which encapsulates the principle that there appears to be, as standard, a “2:1 ratio of time needed to check for accuracy of AI generated material”.
So, unless you have experience with writing AI content, you may be well-advised to set aside significant time for review and editing.
The key exception lies in understanding the standard outputs of AI and tailoring your prompts accordingly.
Thoughtful prompting—using factually accurate material and remaining mindful of AI’s limitations—can significantly reduce risks.
Our team, for example, has been developing AI content agents to streamline this process. As with most tools, the quality of the outputs depends on the quality of the inputs, and experience only improves the results.
Firms can enhance AI accuracy by:
- Providing your own factually correct reference material for AI-generated drafts;
- Including legal disclaimers advising clients to seek expert advice; and
- Carefully reviewing and refining AI outputs to maintain credibility.
The future of AI in law firm marketing
As AI technology continues to evolve, firms that strategically integrate AI into their marketing efforts will gain a significant competitive advantage.
Harvard Business School Professor Karim Lakhani stated: “AI is not going to replace humans, but humans with AI are going to replace humans without AI.”
For small and mid-sized law firms, AI is no longer a futuristic concept—it is a necessity. Those who embrace data-driven insights, multi-channel marketing and AI-enhanced content strategies will not only improve efficiency but also position themselves as industry leaders, delivering greater value to their clients.
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