AI is no longer something of the future. It’s here, readily available, and now frequently hailed as an incredible SEO tool, capable of performing keyword research, optimizing content, and generating everything from meta descriptions to entire blog posts and articles.
There’s no doubt that artificial intelligence tools can help your law firm get ahead. But while AI is capable of handling a wide range of tasks, it’s crucial to remember that it’s NOT a magic solution and should not be used as a “hack” for creating digital content. Relying solely on AI often leads to generic, impersonal content that not only lacks authenticity and depth but may also end up ranking poorly due to Google’s “helpful content” standards.
Creating great content requires work, and that’s a good thing. It means that you have the opportunity to set yourself apart from competitors who rely on AI to do everything and aren’t willing to put in the time and effort to get great results.
So, how do you create content that gets views and makes an impression?
The answer is simple: people-first content. It’s about writing for humans, not just for algorithms. Here are a few tips to get you started.
Create People-First Content
In the age of SEO obsession, it’s easy to lose sight of the most important part of your firm’s online presence: your audience. Understanding their needs and the value they seek from your content is the cornerstone of building your clientele and growing your firm. Consider the following strategies:
Understand Your Audience: Who are you writing for? What are their immediate challenges, needs, and goals? What kind of information are they looking for? Answering these questions will help you tailor your content by delivering value and solutions to your audience.
Establish Your Main Purpose: Once you understand what your audience is hoping to get out of your content, you must ask yourself the same question. What do YOU hope to achieve—are you informing, persuading, entertaining, or establishing relationships? Defining your purpose will help you stay focused and write with a consistent voice when building your brand.
Demonstrate Your Expertise: Position yourself as a trusted legal authority by providing well-researched, new, and accurate insights that address your audience’s most pressing personal injury questions. However, don’t try to be something you’re not. Audiences can spot inauthenticity from a mile away.
Add a Personal Touch: Sharing personal, real-life experiences and case results is a great way to avoid generic content and inject authenticity into your writing. Consider using storytelling, humor, and your unique perspective to keep your audience hooked. This will help your content stand out from the sea of AI-generated pieces.
Focus on Quality Over Quantity: Don’t just churn out content for the sake of it. Instead, focus on creating high-quality, informative pieces that will genuinely help your audience with the most pressing and relevant personal injury issues in your location.
Update Your Content Regularly: The legal landscape is constantly evolving, and new accident statistics come out every year. Make sure your content stays up-to-date and relevant, so you’re not misinforming your audience or damaging your credibility.
Don’t Forget About SEO: While people-first content is essential, you shouldn’t neglect SEO altogether. Use relevant keywords, optimize your meta titles and descriptions, and make sure your content is well-structured and easy to read.
AI is only going to become more sophisticated, but that doesn’t mean human writers are obsolete. In fact, the rise of AI makes people-first content even more important. By taking the time to consider the factors above, you can create content that not only ranks well in search engines but also truly resonates with your audience.
Leverage AI’s Strengths in the Content Creation Process
So, now that we’ve established some best practices when creating content, let’s dive into how AI can make your content more effective. We’ll break this down into a few categories—keyword research, content reviews and suggestions, and content outlines.
Keyword Research
AI-powered keyword research tools can uncover high-performing keywords and phrases relevant to a law firm’s services. These tools analyze search engine data to identify opportunities based on search volume and competitor performance.
Our cj Integrated Digital team uses several SEO tools that help us find interesting keywords. Some of these tools make recommendations based on the interest readers might have in a certain topic and how competitors perform for keywords related to those topics:
Content Reviews and Suggestions
Consider AI tools like ChatGPT, Claude, and Gemini as assistants in your writing process. For example, maybe you have a first draft of a blog post or an older blog that you want to update. You could put this content into the tool and ask for suggestions to make that blog post stronger.
Here’s an example using ChatGPT:
Content Outlines
Several tools can help you generate outlines for new content you can add to your site, though you’ll always want to review and refine the AI’s output. You can offer prompts that detail the purpose, audience, topics to cover, and any other desired parameters of the content to request an outline that can be used to draft the content.
This is an example of how that process might look in Gemini:
The best way to get the most out of these AI tools is practice. Keep experimenting with prompts and carefully reviewing the AI’s output until you find a system that gives you the desired results. And always be sure you revise and refine what the tool gives you before moving forward to the next step of the process.
Take Your Firm to New Heights
To learn more about how to elevate your firm’s web presence, contact cj Advertising today. Our dedicated team can help you identify your audience, develop your voice, and find opportunities to optimize your content from both an audience perspective and a search engine perspective. Reach out now and tell us more about your goals.
