Pros and cons of using AI for your law firm’s website content

There’s no denying the growing popularity of AI tools like ChatGPT, Jasper, Gemini (and the list goes on) when it comes to content creation. They can write quickly, generate ideas, and assist with structure. But when it comes to your law firm’s blog or website, is AI content a smart strategy or a risky shortcut?

In our opinion, it’s a bit of both.

In this article, we look at the pros and cons of using AI to create law firm blog articles and other content for your website. We’ll also share tips on how to use AI without compromising accuracy, your brand voice or, importantly, legal integrity.

The benefits of using AI to write legal blogs

Saves time on first drafts

AI tools can produce a rough blog draft (and sometimes very rough, so be ready) in seconds based on a simple prompt. This saves time brainstorming, outlining or typing up the first version.

Helps with writer’s block

If you know what topic you want to cover but don’t know how to start, AI can provide a helpful first draft, and you can take it from there.

Assists with structure and flow

Most AI-generated drafts are quite well structured, with clear subheadings and a logical/expected flow. This can help the human writer to ensure they’re covering everything and it’s in the right order.

Suggests keywords and ideas

You can ask AI to optimise for SEO and include relevant keywords, so your content gets found by people searching for your topic(s).

Supports in-house content writers

Not every law firm has access to a content writer or marketing team. AI can help small firms or sole practitioners keep their blog site active.

The risks and limitations of AI-generated legal content

While AI has its benefits, it’s not a replacement for a “human” lawyer’s expertise, tone or critical thinking. Relying solely on AI can lead to issues that affect your firm’s reputation and compliance.

Accuracy can be unreliable

AI doesn’t always get the law right. It may include:

• outdated legislation;
• incorrect legal procedures;
• misleading terminology.

When the law changes, AI models may be referencing the old legislation. They also can’t interpret legal nuance the way a real lawyer can.

Your firm’s unique voice will be missing

AI content tends to sound generic, at least until you teach it otherwise, and that can take time, effort and commitment. AI generally won’t reflect:

• your firm's tone, values or personality;
• your experience with a case (particularly when you’re doing a case review);
• local and nuanced insights from your area of practice.

May include irrelevant or filler content

Sometimes AI adds extra paragraphs that sound okay on the surface but don’t add real value to the reader, or worse, veer off-topic entirely.

Not written for your specific audience

AI can’t truly understand who your (optimal) readers are - what they need, fear or care about. Because you’re communicating with your clients every day, you know who they are and what they need. It’s your lived experience and empathy that can make your legal content helpful and stand out in the crowd.

Ethical concerns and legal accuracy

Publishing AI-generated content without thoroughly reviewing it first can raise issues if:

• it contains incorrect legal information;
• it misrepresents your qualifications or advice;
• it creates confusion about client/reader rights and entitlements.

As a law firm, accuracy and clarity are not optional; they’re essential.

Use AI as a starting point, not a finished product

We support law firms using AI to help draft their initial content, but… it must be followed by rigorous review and personalisation. AI can help get your ideas flowing, but it should never replace your experience, expertise or judgment. Remember, the E-A-T rule (expertise, authoritativeness and trustworthiness).

Tips for using AI to draft law firm content

Prepare good and thorough prompts for your AI tool

AI tools are only as helpful as the instructions you give them. A vague or generic prompt will usually result in a vague or generic response. But a clear, detailed brief should result in a much stronger first draft. Take your time to build your prompt and refine it over and over, the more you use AI. This will save you time and effort in the long run.

Here are some points to remember when preparing your prompt.

Be specific about the topic

Instead of “write about family law,” try “write a 1,000 word blog in plain English about parenting plans after separation under Australian law.”

Set the tone

Mention if you want the tone to be professional, casual, conversational, empathetic, etc.

Clarify your audience

Let your AI tool know if you're writing for separating parents, injured workers, business clients, etc.

Mention your location

Always tell the AI that you're in Australia and want content relevant to Australian law, or even down to the specific state legislation you want it to reference.

Give it instructions on the structure you're looking for

Ask for subheadings, bullet points or FAQ,s etc.

Add any non-negotiables

If you want it under/over 1,000 words, using Australian spelling, no emojis, or including examples, say so.

Use it for ideas generation

Ask AI to:

• provide blog topic suggestions based on your area of law;
• generate headlines or social media post ideas;
• build rough outlines to save time planning.

Edit and proofread thoroughly

• Check all legal content for accuracy under current Australian law.
• Remove or replace anything that sounds vague or off-topic.
• Correct terms or references that may not align with local jurisdictions.

Add your own insights

• Add case examples/references or explain how your firm approaches certain issues.
• Insert your tone, phrasing and personality.
• Emphasise points that reflect your values and client approach.

Think about your ideal audience

Ask yourself:

• Does this content answer the questions my clients often ask?
• Is the tone mine/ours, and is it empathetic and professional?
• Would I trust this advice if I were reading it for the first time?

Common mistakes when using AI for legal content

Even with the best intentions, it’s easy to overlook key issues if you rely too heavily on AI-generated writing.

• Copying and pasting content directly without proofing, editing and refining.
• Publishing content that hasn’t been fact-checked by a lawyer.
• Forgetting to add local context, for example, Australian legislation, state-based procedures, etc.

Getting the balance right when using AI for your content drafting

AI can be a powerful tool for legal content drafting, but only if used appropriately. At best, it saves time and helps generate ideas. At worst, it risks publishing inaccurate or impersonal content under your firm’s name.

If you use AI for drafting, treat the result as a first draft only – it will likely need a few revisions before it’s ready to publish. Refine it with your experience, expertise, tone and insight to create something genuinely helpful for your audience.

Your clients don’t want robotic cookie-cutter content. They want guidance from real people and real lawyers who understand the law and their situation.

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