OpenAI’s GPT-3 language model is an AI-based system promising to provide website copy and metatags written by a computer but virtually indistinguishable from the writing of humans.

Some say this changes everything; SEO is dead, and legal copywriters are obsolete.

Let me give you 5 reasons why that’s far from true:

1) AI isn’t smart enough to identify the laws in your specific jurisdiction/city/court system. Further, laws are subject to change at the drop of a hat, whether in criminal defense, family law, estate law, personal injury, or any other practice area.

2) AI’s drawbacks could threaten your license and destroy your law firm’s reputation. If you rely solely on AI to write legal content for your website, you could find yourself on the wrong side of the law – up against one or several lawsuits. It’s paramount that the information attached to your name is 100% accurate and current. Don’t rely on sympathy from your state bar when you say, “I didn’t write it … an AI program did.”

3) AI will very likely produce duplicate content. This means the information on your website will be very similar to the information on competitor websites, assuming they also use GPT-3. Not only does this fail to make you stand out among your competitors, but it will affect your Google rankings and lower traffic to your site – or bring it to a screeching halt. You’ll be losing money instead of saving it.

4) AI doesn’t know who you are or what your clients are looking for. Do you feel particularly passionate about an aspect of family law, like fathers’ rights? AI isn’t going to know this about you, meaning none of your website’s content will reflect your uniqueness. This could devastate your ability to attract new clients that desperately need what you offer.

5) Ranking well on Google doesn’t translate to ranking well with real, living, breathing human beings. You need to strike a balance between ranking well on Google and reaching your clients – the human beings who are scared and confused and searching for the confidence and compassion you provide as a fellow human being.

Yes, this new technology changes the game, but it doesn’t destroy it or level the playing field.

You can use it to your advantage but be wise while you’re at it: don’t let it jeopardize your success or, even worse, your career.

Tune in to learn more, and as always, don’t hesitate to reach out to us: Attorney-Focused Marketing – SEO, PPC, Direct Mail, CALL NOW – 888-225-8594 (speakeasymarketinginc.com).

Richard Jacobs

About Richard Jacobs

My name is Richard Jacobs, and I've discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 12 years.

I've come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the 'implied expert' in their practice area
  • Helped hundreds of attorneys successfully navigate Google's search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and Audible.com

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)