Written by:
Grant Yuill
Head of Marketing & Customer Engagement
People’s search for legal services is being influenced by artificial intelligence, and law firms need to pay attention to this change. The use of search engine optimisation (SEO) in the past was able to assist firms in integrating AI into their marketing strategies. Law firms appear at the top of Google results when individuals search for terms such as “family lawyer Glasgow.” But the way that people find information online is rapidly changing as a result of the development of artificial intelligence tools such as Google AI Overviews, ChatGPT, and Perplexity.
Why AI Matters in Digital Marketing for Law Firms
In the past, achieving a high ranking on Google was enough to bring in consistent traffic and new enquiries. The organic listings, on the other hand, are being pushed down in favour of featured answers as a result of AI-driven search results. Even if your law firm has excellent search engine optimisation (SEO), you may be receiving fewer visits because users are not seeing those rankings more often. If search engine optimisation (SEO) is still the primary focus of your digital marketing strategy, it is time to make a few changes.
What Role Does Artificial Intelligence Play in Marketing for Law Firms?
AI is causing a shift in the way that people look for legal assistance. A simple Google search is still the starting point for a lot of people when they are looking for something that is general or location-based. They often use tools such as Google Maps or Google My Business. People, however, are turning to AI platforms for answers when it comes to questions that are more complicated or detailed. Before contacting a lawyer, those who are dealing with legal issues often want to gain a better understanding of their specific situation. It is more likely that they will get in touch with the law firm that provided the AI-generated response if they find content that is insightful and reliable.
The Benefits of AI for Law Firm Marketing
Even though AI is causing traditional SEO to become outdated, it is also opening up new opportunities as firms explore AI use cases. Law firms that utilise the strategic use of artificial intelligence can benefit in several ways:
- Higher-quality traffic: People coming from AI platforms are often more informed and ready to act.
- Better conversion rates: Users are more likely to contact a firm after reading detailed, helpful content through AI tools.
- Smarter content marketing: AI favours well-structured, focused, and clear information, so firms that write with this in mind perform better.
What Law Firms Should Do Right Now to Adapt to the Legal Market?
Here’s how a law firm can maintain its lead in the digital marketing field. First, don’t overlook the change; traditional SEO is no longer enough to reach prospective clients as AI transforms the way they find legal services. Next, make sure your AI-ready digital marketing plan is in place. It must include Generative Engine Optimisation (GEO), which deals with producing content that will show up in AI-generated responses, whether it is managed internally or externally. Lastly, use tools that allow you to measure the number of visitors coming from AI platforms and the proportion of them that become actual leads to track your AI traffic and enquiries.
Embracing AI Marketing in the Legal Industry
AI is a tool, not a threat. Law firms that use AI marketing now will remain visible and relevant. Finding the right people at the right time through the right channels is more important than simply being found these days.
Conclusion
Law firms must quickly adjust as AI is changing how potential clients look for legal services. Traditional SEO is no longer enough on its own. Firms must reconsider their marketing strategies to remain visible and competitive, as tools like Google AI Overviews and AI-powered platforms like ChatGPT are revolutionising the way information is delivered.
Firms can reach more qualified leads and convert them successfully by strategically using AI tools, whether for content production, chatbots to handle enquiries, or generating engine optimisation to increase visibility. Beyond digital marketing, AI has new applications in handling repetitive tasks and expediting legal work, which can help law firms become more efficient.
It is time to make use of artificial intelligence not only to be found, but also to be trusted. In the rapidly changing digital landscape of today, firms that are willing to embrace these changes will have a huge advantage.
Are you ready to future-proof your law firm’s marketing?
AI-driven marketing is no longer a futuristic concept for law firms, it’s a present-day advantage. By embracing automation, data-driven insights, and personalised client engagement, firms can sharpen their competitive edge while freeing up valuable time for fee-earning work. The potential is enormous, but knowing where to start, and how to scale, makes all the difference.
If you’d like tailored guidance on how AI could enhance your firm’s marketing strategy, you can reach out to Grant Yuill, Head of Marketing at Denovo, who will be happy to share practical advice and proven approaches.
