Practical thinking on content, SEO, podcasting and AI for professional services firms.

Law Firms Content Strategy

Why law firm video matters more the better AI gets

The better the machines get at answering legal questions, the less the answer decides anything. What decides it is whether somebody feels they have already met you.

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Law Firms Content Strategy

How to write law firm content that an AI will actually quote

There are five things that make a page quotable, and a firm can apply all five to an existing article in about twenty minutes. None of them ask you to say anything you would not [...]

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AI & Technology Content Strategy Law Firms

What Google Actually Says About AI Search Optimisation

Somebody is trying to sell your firm a technical fix for AI visibility. Google's own documentation says the fix does not exist, which leaves you with a much cheaper problem.

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Law Firms AI & Technology Content Strategy

Why AI search visibility now matters more than your traffic report

Your traffic report is measuring a door that fewer people are walking through every quarter. The number that replaces it is whether the answer people are given has your firm's name in it.

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Law Firms Content Strategy

The Five Questions Every Client Asks Before They Hire You

Every client who walks into your office arrives with roughly the same five family law questions, and you have answered every one of them hundreds of times. That is precisely why it has never occurred [...]

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Law Firms Content Strategy

The Google Business Profile Your Firm Forgot It Owns

Search family lawyer plus your suburb and look at what sits above everything else, because for a great many searchers that box is the entire decision. It runs on Google Business Profile that most firms [...]

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Law Firms Content Strategy

Law Firm Video: Nobody Is Good in Take One

Your clients are choosing a person to sit with them through the worst period of their lives, and most firm websites hand them a logo instead. Law firm video is the fastest way to fix [...]

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Law Firms Content Strategy

Your Law Firm Reviews Are Sitting on Page Five

Your law firm reviews are excellent and your firm still does not appear when somebody searches the thing they are actually worried about. Those are two different games, and most firms are only playing one [...]

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