How GenAI can elevate content marketing for small law firms

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Putting GenAI tools to work for your small law firm’s content marketing

Tailored content suggestions

Understanding consumer trends

Efficiency in content development


Since ChatGPT’s public release in late 2022, the buzz around generative artificial intelligence (GenAI) technology has only continued to increase. Many industries today are already using some sort of AI or GenAI solution as part of their everyday operations, with those numbers expected to grow exponentially in the coming years.

The new Generative AI in Professional Services report from Thomson Reuters reveals that 81% of survey respondents say GenAI can be applied to their work. 40% of legal respondents also report being hopeful that GenAI will help them increase efficiency and productivity in their daily practice.

Graph from Generative AI in Professional Services Report
The new Generative AI in Professional Services report from Thomson Reuters reveals that 81% of survey respondents say GenAI can be applied to their work.

While the report’s findings show there is still a healthy level of hesitancy around GenAI adoption among legal professionals, there’s also a lot of optimism and excitement. These sentiments are bound to grow as legal professionals see GenAI solutions in action and realize their utility, along with all of the time and mental energy that can be saved by using GenAI.

40% of legal respondents to the Generative AI in Professional Services Report are hopeful that GenAI will help them increase efficiency and productivity in their daily practice.
40% of legal respondents to the Generative AI in Professional Services Report are hopeful that GenAI will help them increase efficiency and productivity in their daily practice.

Putting GenAI tools to work for your small law firm’s content marketing

Of all legal professionals, attorneys at small law firms have perhaps the most to gain by using GenAI. Lawyers at solo and small law firms are notorious for going above and beyond and not only practicing law and helping clients, but also tending to all of the operational matters that are required to run a small business.

When it comes to enhancing your law firm’s content marketing efforts, you can combine your firm’s legal expertise with GenAI capabilities to ensure your content is well informed enough to resonate with your audience.

Here are three ways GenAI can play a part in elevating your firm’s content marketing. 

Tailored content suggestions

Combined with your legal expertise, GenAI can analyze your firm’s specialty and suggest content ideas that are highly relevant to your practice. If your firm specializes in family law, a GenAI assistant could recommend creating detailed guides on navigating divorce proceedings or child custody laws. This targeted content not only helps in attracting potential clients who are searching for these specific legal services but also establishes your firm’s authority in those areas. 

Think about the topics your clients routinely bring up and the questions they often ask. For example, divorce clients may ask how long their divorce will take, while someone facing DWI charges may wonder if they can still drive to work. By combining content suggestions with the legal knowledge you possess, you can create a series of blog posts where you provide helpful information that directly speaks to legal consumers in need. You can then use this same content to create social posts and even short videos that resonate with legal consumers and drive engagement. 

Creating content that speaks directly to potential clients and their questions, concerns, and needs can go a long way to helping you and your firm be viewed as a reputable and trusted legal resource.  

Special report: 2024 Generative AI in Professional Services

More than half of professionals surveyed for this report believe they should use GenAI in their daily work — and they are already planning for the specialized tools that will create this reality.

GenAI tools can utilize data from various sources to identify trending topics and common concerns among legal consumers. By understanding what potential clients are currently interested in or confused about, you can leverage your expertise to address these issues directly.

Say you are a real estate attorney looking to produce content around tenant rights in your area. A GenAI platform can suggest trending and relevant topics in your region and summarize the data to help you clarify these issues, allowing you to draw in traffic from individuals facing these legal challenges. Specialized search marketing tools powered by AI can also provide search volume data for certain topics and help you further narrow down content ideas.

Efficiency in content development

For small law firms and solo practitioners, time is a precious commodity. GenAI tools can streamline the content creation process by suggesting a range of content formats that are most likely to engage audiences, such as blog posts, infographics, or short videos. 

Additionally, GenAI can help with content outlines and copy reviews, which you and your firm can then refine with your legal expertise. This not only saves time but also ensures that the content is optimized for SEO, making it more likely to be seen by potential clients searching for legal assistance online.

Save time and focus on your firm’s growth

For small law firms, GenAI solutions can give attorneys like you back the time you need to focus on practicing law. Download the Generative AI in Professional Services report to learn more about the legal industry’s latest outlook on GenAI, then learn about FindLaw’s content marketing solutions for law firms.  

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