The rise of AI chatbots and AI-powered search is transforming how people find and consume information. With tools like ChatGPT and Google’s Gemini providing instant, detailed answers to user queries, fewer people are clicking through to websites to find what they need – something marketers call “zero-click searches.” This shift is particularly important for law firms, whose websites have traditionally served as educational resources for those seeking legal information.

Now, as AI provides instant summaries and direct answers, the function of law firm websites is evolving. While organic website traffic may decline, the visitors who do land on a law firm’s website might be of more value (and find your site more valuable). That’s because the visitors who do end up at a law firm’s website are now more likely to be searching with the intent of hiring a lawyer, as opposed to merely seeking answers to questions of the law. This puts your website visitors further along the sales journey so their first interaction with your brand might be during the evaluation stage.

Marketing expert Andy Crestodina has analyzed extensively how AI is reshaping web traffic and content strategies. As he puts it, “As search changes, so must our content strategies. Websites need to become destinations for trust, expertise, and authority—not just for clicks.”

This shift requires a new approach to law firm content marketing. Rather than focusing primarily on attracting a high volume of visitors, firms should prioritize creating content that builds trust, provides in-depth insights, and converts visitors into clients through persuasion and effective user-experience design.

In this article, I explore how law firms should adjust their content strategies in light of the increasing adoption of AI chatbots and AI-enhanced search. I’ll also provide tips about how you can continue to get the most ROI out of your website to remain competitive in this ever-evolving digital landscape.

Expect Lower Traffic, but Higher-Quality Visitors

AI-enhanced search engines now summarize information directly in search results, reducing the need for users to visit websites for general legal inquiries. As a result, law firm websites are likely to experience:

  • A decrease in overall traffic, because AI-driven search answers basic legal questions without requiring a click-through.
  • An increase in high-intent visitors, who are further along in their decision-making process and are researching specific lawyers or firms rather than looking for general legal information.

Given this shift, law firms should move away from measuring success solely through page views and overall traffic volume. Instead, the focus should be on engagement metrics, lead conversions and time spent on key pages — because a smaller, more targeted audience of highly interested prospects is far more valuable than a large number of passive visitors.

This also means that legal marketers and data-driven lawyers need to rethink their key performance indicators (KPIs).While tracking website traffic trends still has value, the real priority should be measuring meaningful conversions that align with business goals. For example, firms should pay close attention to which pages attract the most visitors; how long users engage with key content; and how many inbound inquiries they receive, such as completed contact forms.

Fretting over an net decline in traffic misses the bigger picture. What truly matters is whether the right visitors are landing on your site and taking action. Adapting to this new search landscape means shifting focus from quantity to quality, ensuring that your website serves as an effective tool for converting visitors into clients.

How to Adjust Your Metrics for AI-Driven Search

Since website traffic will become more about quality than quantity, firms should track these elements.

  • Conversion rates: How many visitors contact the firm, whether by filling out a contact form, emailing an attorney or making a phone call. While such information, particularly emails and phone calls, can be hard to track, it is worth the effort to ask prospects how they learned about the firm.
     
  • Time spent on key pages: Are visitors reading attorney bios, case studies or blog content? These metrics can help you understand what content visitors are finding most engaging or useful.
     
  • Engagement levels: Are visitors clicking on internal links, downloading resources or subscribing to updates? The value of your content marketing, particularly your thought leadership, can be measured by its usefulness to your audience. Measuring usefulness is tricky, but tracking these “event” stats can provide good insight into audience perception.

By focusing on these engagement-driven metrics, law firms can better understand how effectively their websites are converting visitors into potential clients.

Websites as Decision-Stage Resources, Not Just Information Hubs

Since AI is handling general queries, a law firm’s website should focus on what potential clients need at later stages in their journey. This means prioritizing content that builds trust and demonstrates expertise.

Here is key website content your firm might want to invest in that falls within the decision-making stage of the prospect’s journey.

  • Attorney Bios with Personality and Credentials
    • Highlight experience, awards and case results, but also add personal elements (e.g., why they practice law, their approach to client service, etc.).
    • Include professional photos and, if you’re really looking to stand out, consider creating videos where attorneys introduce themselves and their areas of expertise.
  • Case Studies that Showcase Success Stories
    • Keep your case studies structured: Use a simple format like Problem → Solution → Outcome.
    • Use client-friendly language: Avoid excessive legal jargon.
    • Make them scannable: Use bullet points and subheadings.
    • Include quantifiable results: Whenever possible, highlight settlements won, favorable court rulings or reductions in penalties.
  • Client Testimonials to Build Trust
    • Use real client stories (with permission) to humanize your firm’s impact.
    • Feature testimonials in multiple formats, such as both text and video.
    • Address specific concerns potential clients may have, such as responsiveness, legal knowledge and case outcomes.
    • Make sure your testimonials comply with state bar attorney advertising rules.
  • User-Friendly Website Navigation
    • Ensure that visitors can  find key pages quickly, such as practice areas, attorney bios and contact forms.
    • Use clear call-to-action buttons guiding visitors toward the next step, whether it’s scheduling a consultation or learning more about a legal service.

Invest in High-Value Legal Content

While general legal information may no longer be a major driver of traffic, law firms should still create high-value, in-depth content that AI tools can’t easily replicate. As Andy Crestodina says, “AI-generated content is everywhere, but what truly resonates is unique expertise. If your insights can’t be found elsewhere, your audience will keep coming back.”

These are some of the types of content for law firms to prioritize.

  • Timely Analysis of Legal Developments: Instead of writing generic articles or guides to legal topics, focus on breaking down timely developments, including new laws, regulations and court rulings.
     
  • Niche, Industry-Specific Content: Address legal issues unique to certain professions, businesses or industries. For example, a firm practicing employment law might create content tailored to HR professionals navigating workplace compliance.
     
  • Leveraging Outside Experts and Influencers: Instead of capturing only the thought leadership of your own talent, consider incorporating the analyses and opinions of outside experts. Not only will you be creating original content found nowhere else, but you can increase reach and visibility by leveraging the networks of others.  A couple of simple formats for this type of content include incorporating quotes from outside experts into an article or doing a Q&A with an industry leader or legal influencer.
     
  • Long-Form Research: Law firms can differentiate themselves from AI-generated content by publishing original research, case studies and deep legal analysis.

Preparing for the Future of Law Firm Content Strategy

AI chatbots and AI-driven search are reshaping how people seek out and acquire information. This, in turn, is changing the how people use law firm websites. Rather than fight against this shift, firms should embrace the opportunity to refine their content strategies — focusing on trust-building, decision-stage content and thought leadership.

To stay competitive, law firms must:

  • Focus on high-intent website visitors.
  • Invest in in-depth, expert-driven content.
  • Develop more persuasive content, including case studies and testimonials.
  • Track key performance indicators that align with business goals.

If you’re looking to future-proof your law firm’s content strategy, I’d love to help. Contact me, Keith Ecker, SVP, Marketing & Branding, at kecker@jaffepr.com to discuss how your firm can adapt to the new AI landscape and create content that converts into clients.