If balancing your small or solo law firm’s marketing goals along with your actual day-to-day tasks seems impossible, consider using AI. Instead of outsourcing your marketing tasks to a company that doesn’t have your personal legal expertise, you can use AI tools to leverage your experience and legal insight to bring more clients to your firm.

AI for SEO Content Creation 

SEO (search engine optimization) is one of the most important aspects of digital marketing. By optimizing your content for search engines like Google, your website will rank higher in search results, allowing you to reach desired audience more easily. Content can be anything from the pages on your website to your social media posts—basically, anything you post or publish online that can be linked back to your firm and services. For a deeper dive into SEO for lawyers, make sure to check out our blog post on the topic.  

Since SEO content creation can quickly become a full-time project, you can consider using AI tools to streamline your digital marketing efforts, including: 

• Coming up with a six- or twelve-month content calendar,
• Outlining blog posts (not writing them outright, but organizing them to be as effective as possible),
• Finding the best keywords, and
• Drafting social media blurbs to go along with your blog posts.

AI for Social Media  

Social media offers a more accessible and affordable entry point for digital marketing. Unlike websites, which require a higher budget up front for hosting and web design, social media sites like Facebook, LinkedIn, Instagram, and YouTube allow you to start publishing content and getting your name out there quickly, all without spending too much money in the process. 

The Law Practice Management Department recently published an excellent, in-depth guide on using AI for social media marketing for small and solo attorneys. This resource was developed to be a clear, step-by-step framework for incorporating AI into any small or solo firm’s social media strategy. It provides practical components, including: 

• A guide to developing your social media plan
• A library of structured AI prompts ready for immediate use
• A weekly posting checklist to keep execution consistent
• A dos-and-don’ts compliance guide grounded in TDRPC Rules 7.01–7.05
• Sample LinkedIn posts across multiple practice areas
• A visual branding guide to maintain professional consistency
• A workflow diagram showing how all components connect

If you would like to start using AI for your social media marketing, we highly recommend checking out the LPM guide! 

How to Get Started with AI

When using AI tools like ChatGPT or Claude, it’s necessary to submit a detailed, well-thought-out prompt in order to receive a usable output. If you just ask AI to “give me a list of keywords for a law firm website,” it will return with vague, generic keywords that won’t be of much benefit to you and your needs.

Instead, take the time to formulate a detailed prompt that includes information about your firm as well as the clients you’re trying to attract. The more detailed and specific the prompt, the better. Not sure what to include in your prompt? Ask the AI tool to “interview” you so you can build the perfect prompt together! Being interviewed by AI might sound silly, but this is actually one of the best ways to get the right prompt for your specific needs.

Once you’re done with your interview, the AI tool will have all the necessary information it needs to go on to the next steps. Here’s where you can ask the tool to create a month-to-month content calendar for you. You can even tell the AI tool to build a downloadable calendar in PDF or Excel format, so you can print it out or save it to your desktop.

This is just one example of how you can use AI ethically to improve your law firm’s SEO. Take some time to play around with an AI tool to see what it comes up with. You don’t have to use everything it sends your way, but it can help guide you.

Warnings When Using AI

Don’t Use AI to Write Entire Blog Posts or Social Media Blurbs

AI tools like ChatGPT, Claude, Copilot, and Gemini can help streamline your overall digital marketing strategy. But while asking an AI tool to write an entire blog post or social media blurbs may seem easy, we strongly suggest writing your own posts. People are becoming more cognizant of the signs that something was written by AI and will stop reading something as soon as it feels “non-human.”

Writing your own content will be more time consuming, but the AI does not have your years of experience, your particular point of view, or your voice. You want to stand out among the rest, and writing your own content can help you achieve that goal.

If you’re at a loss for blog topics, you can ask your AI tool for some guidance. This is an excellent way to get the creative juices flowing. Consider common questions you receive from clients or go into what to expect from a consultation. Once you’ve written out your blog post, you can even run it through the AI tool to ask for feedback, advice, or edits.

Similarly, social media blurbs that are written by AI stand out from the pack. They often feature bulleted lists with various emojis. Again, if you’re at a loss or unsure of what to post on your social media channels, ask your AI tool for some advice, but remember to write your own content. If you do ask AI for content, use it only as inspiration instead of publishing it as is.

Always Review AI Output

If you decide to use AI to write short social media blurbs or newsletter content, make sure to read everything before sending it out. Every result from the AI should be read over and vetted by a human before publishing. It may seem like more work, but it will save you from potential embarrassment.

This is an excellent rule of thumb when it comes to using AI. Always review the output yourself. Even with how quickly AI is advancing, there are always opportunities for errors to crop up. Again, AI is a tool, not the end-all be-all.

Don’t Enter Personal Data or Information into Your AI Tool

This advice may go beyond marketing but always practice caution when using your AI tool. Avoid mentioning personal client information or entering details about your firm. If you need to create a digital marketing plan for the next six months, provide the AI tool with just enough information for it to get the job done. For instance, you can mention your location, practice area, and specialties. You can also mention the types of clients you’re looking for. But avoid more personally identifiable details.

Feel free to include the following details:

• Your location
• Your practice area
• Your preferred cases
• Overall goals

Here is a sample prompt:

You are a digital marketing expert who works with small law firms in El Paso, Texas. Come up with a six-month digital marketing plan for a new estate planning law firm with the goal of gaining more clients and increasing name recognition. The plan should include social media posts, blog topics, and video ideas.

Not only do the results from this prompt include a robust six-month plan with blog and reel topics, but they also include details about “core strategy pillars,” including local search dominance, bilingual content, short form video, and Texas advertising compliance.

While these results may be exciting, make sure to double check everything as the content may be incorrect. Don’t blindly go into working on this marketing plan without first checking the results yourself. AI results can sound trustworthy, but it’s always in your best interest to not take every answer at face value.

Not Sure How to Start? Check Out Our AI Resources!

AI is here to stay, so why not start using it? If you’re unsure about where to get started, fret not. The Law Practice Management Department has published the AI Toolkit, which delves deeply into AI-related topics that matter the most to lawyers. For anything from ethics to vendor procurement, the AI toolkit is the go-to resource for law professionals who want to use AI successfully.

For further insight, we recommend our live quarterly “Ask A Human” webinar. These webinars feature practicing attorneys who are also highly attuned to the world of AI. Best of all, you can submit your own questions and have them answered live on air! Click here to watch our most recent Ask a Human webinar.