Every firm owner I talk to right now has some version of the same question on their mind. What do we actually need to do about AI?
And the honest answer is that most of us already made the decision years ago, we just did not know it at the time.
What our marketing team has built over the last decade is not an AI strategy. It is a content strategy rooted in meeting clients where they actually are in their journey. AI just happens to reward that more than anything else we could have done.
Our internal surveying has shown us for years that people considering divorce are in the market for 18 to 36 months before they ever call a law firm.
That is a long time to be doing research, talking to friends, reading articles, and trying to understand what their life is going to look like if they go through with it.
Our marketing team built content around that reality. Not just pages designed to capture someone who is ready to hire today, but content that speaks to someone at month three of that 18-month process.
That decision compounded over time. And what our team is seeing now is that AI pulls heavily from exactly that kind of content when it answers people’s questions.
The Pages That Actually Get Cited
Most of the content most firms have built is aimed at the bottom of the funnel. Service pages, attorney bios, practice area overviews. That content has its place.
But our marketing team has found that the pages earning AI citations are the ones doing something different entirely.
Definitions of legal terms, calculators for child support and spousal support, explanations of what happens to the marital home or a retirement account or a pension plan specific to this state.
Content that answers the question someone is actually sitting with at 11pm on a Tuesday, not content designed to get them to fill out a contact form.
What makes the difference is topical depth. Covering divorce in general terms is something any firm can do. Going deep into the specific situations that real clients face is a different thing entirely.
A business owner going through a divorce has a different set of concerns than someone dealing with domestic violence in the household.
A couple navigating a blended family brings different questions than one untangling an international marriage.
Our team has mapped out hundreds of these intersections and built content around each of them. That breadth is what keeps showing up.
The Long Game That Becomes an Annuity
The mistake a lot of firm owners make when they hear this is thinking it is a shortcut to faster ROI.
It is not.
Our marketing team did not build this in a quarter.
The content that is now driving AI visibility was written years ago, and it has been compounding ever since.
We think of it the same way we think about any annuity. You build it once, you build it well, and it keeps paying.
That is very different from a paid search campaign where the traffic disappears the moment you stop writing checks.
The firms that are struggling in AI visibility right now are the ones that tried to shortcut their way to content volume.
Pages that say nothing specific to anybody. Hundreds of variations of the same attorney page with no real depth behind any of them.
Those pages are getting pulled out of search indexes and ignored by AI models entirely. The models are looking for something different.
They want to know that you are a real specialist with real depth in a real location and that other authoritative sources agree. Thin content built fast does not check any of those boxes.
We are still building. Our team has hundreds of new pages in production right now because we see the gap widening, and we intend to keep it that way.
