This month, the New York Times published the most recent in a series of articles on the impressive writing proficiency of artificial intelligence. Readers may remember that, about a year ago, another magazine from the Big Apple published an article that used a computer-generated pastiche of Kafka’s Metamorphosis as an example of the extent and limitations of the mastery of language by artificial intelligence. The new article focuses on a supercomputer in Iowa, known as GPT-3, that produces text, based on a much larger corpus of human-composed texts than any previous AI writing project that has preceded it. The author’s article, Steven Johnson, describes asking the computer to write a recipe for Bolognese sauce, compose a poem in the style of John Ashbery, and provide an explanation of the Big Bang theory with elementary school students as its target audience. The bottom line is that, if you asked the current generation of bots to compose legal blog content about your practice area, they would probably write something that is recognizable as a blog post, but it probably wouldn’t be something that you would want to use to make a good first impression on prospective clients.

Artificial Intelligence Is Great for Routine Writing Tasks, but Communicating With Potential Clients Is Not a Routine Task

Johnson implies that GPT-3 could make itself useful in a law firm, since artificial intelligence is good at generating boilerplate text. It could easily compose drafts of routine emails, invoices, and even simple contracts. It would simply look at numerous examples of similar texts and then remix them according to your instructions. According to Emily Bender, Temnit Gebru, Angelina McMillan-Major, and Meg Mitchell, this is exactly the problem. In a paper published before Johnson’s New York Times piece, the aforementioned authors describe AI writing programs as “stochastic parrots.” Computers can follow patterns, and they can do it in increasingly sophisticated ways, but they cannot think in any way that resembles how humans think.

All of this is to say that, if you prompted a computer to write a blog post for your law firm, the post would probably be more grammatically correct than what you would get from 95 percent of the freelancers on Fiverr. At best, though, it would be a bland, generic blog post, lacking in narrative arc and specific details. In other words, it would be bottom of the barrel blog content, the kind that readers click away from after a few sentences, once they realize that no genuine thought has gone into it. This would lead to a reduced time on page, which would be bad for your site’s SEO rankings.

Only Humans Can Write Blog Content Thoughtfully

The professional legal content writers at Law Blog Writers can do more than just remix old blog content according to your specifications. They can help you communicate meaningfully with the target audience of your law firm’s website, as only human beings can.


Every law firm needs a website, but your website can only help your law firm if people can find it easily through Google searches. Search engine optimization (SEO) is the practice of making your website appear first (or as close to first place as possible) on a Google search results page when prospective clients search for a term related to your website. If you are new to SEO, you have probably heard a lot of conflicting advice about keywords. You can never have too many keywords, but Google frowns on keyword stuffing. Content is king, but user experience matters more than keywords. SEO advice websites often stress the importance of long tail keywords, but they rarely explain what they are. The identifying characteristic of long tail keywords is not that they are long, but rather that they are specific. Optimizing the legal blog content on your website for long tail keywords can help you attract prospective clients to your site and to your law firm.

Be a Big Tadpole in a Small Pond

To visualize what a long tail keyword is, Ahrefs has described all search queries as fitting into a tadpole-shaped diagram. The tadpole’s head (the “Fat Head,” in Tim Soulo’s words) accounts for more than 90 percent of all Google searches; it includes just a few search terms, but each one gets searches millions of times. Most of them are the names of very popular websites, such as “Amazon.” The tadpole’s torso (the “Chunky Middle”) includes millions of keywords, each of which gets thousands of searches. These are usually more specific queries related to the Fat Head search terms, such as “Amazon return policy” or “Amazon change password.” The Long Tail includes billions of search terms, each of which is so specific that only a few people are searching for it, such as “Amazon gluten free linguine'' or “what percentage of Amazon sales are physical books 2021.”

In law or any other industry, you will never be able to compete with the big guys. If you try to rank for the keyword “whiplash injury,” you can’t compete with big websites like WebMD and Wikipedia. Instead, you should aim to rank for more specific keywords such as “whiplash injury attorney Coral Gables Florida.” By adding a location to your search term, you are no longer competing with all the other law firms in the world. This is why many law firms create separate practice area pages for each city or county in their geographic area. By this logic, you can also make pages for “whiplash injury attorney Aventura Florida” and “whiplash injury attorney Key Biscayne Florida.”

Content Marketing Experts for Keyword Research and Content Creation

The professional legal content writers at Law Blog Writers can help you with every aspect of content marketing for your law firm, from developing a multi-pronged content marketing strategy to keyword research and the creation of content in a variety of content, including blog posts, white papers, and landing pages.


Anyone who is old enough to remember a time before the Internet has probably uttered a few complaints about the constant barrage of online content is making our attention spans shorter. Remember how your grandparents used to complain that TV was rotting your brain? Imagine if they were here now to see Tik Tok! Meanwhile, your content has to compete for viewers’ attention, even in the midst of all the constant noise. This is no small feat for law firm website, since the content on your site tends to be complex and to require more concentration than the average commercial content. You don’t have the most powerful gimmicks at your disposal, like offering desirable products at deep discounts for limited times, or images of heart throb celebrities. Legal blog content, by its very nature, cannot shout as loud as clickbait or advertisements or consumer products, but there are some quick fixes that can persuade visitors to your site to engage with your content.

Tell the Audience Upfront How Much of Their Time You Are Taking

Sometimes the best way to get people to read your blog post is to tell them upfront whether they have time to read it. If someone sees the words “3-minute read” under the heading of your post, they might read it, since they will have time to finish it before their train arrives or before they have to transfer the laundry from the washing machine to the dryer. In the case of audio and video content, it is already automatically obvious to the user how long the audio or video file is.

Long Live the Table of Contents

It may be that books are just for people with superhuman attention spans, but tables of contents are not just for books anymore. If your blog post has a clickable table of contents that enables visitors to navigate directly to the section they want to read, they can read the part of your post that is most relevant to them, even if they are in a hurry; after they read it, they may or may not stick around to read other sections. You can even make a table of contents for your video content. In the description of the video, include time codes that indicate when you start discussing each of the topics you cover in the video.

Let the Audience Choose Their Preferred Format

Some people prefer to listen because reading takes too long, and others prefer to read because listening takes too long. You can appeal to the readers and the listeners with the same content. Enable your blog posts with text to speech, so they can listen if they prefer this. Likewise, include transcripts of your videos, so the readers can read them.

The Quickest Fix Is to Hire Professional Content Writers

The professional legal content writers at Law Blog Writers have the resources and the attention span to research the kinds of content that will be most beneficial to your law firm and then create that content.