When ChatGPT hit the scene, it felt like the internet shifted overnight. Suddenly, anyone could punch in a few keywords and get a 1,000-word blog post in seconds. That sparked a flood of questions, especially from solo and small firm lawyers trying to market their practice:
“Is blogging dead?”
“Why should I bother writing anything myself?”
“Won’t clients know it’s all AI-generated anyway?”
It’s a fair concern. But here’s the truth: Blogging isn’t dead. Bad blogging is. And ChatGPT isn’t the enemy, it’s a tool. How you use it matters.
The Rise of AI Doesn’t Kill Trust-Building
Most legal blogs don’t get read because they sound like a legal dictionary. They’re full of jargon, vague generalities, and zero personality.
You know what still stands out? A clear voice. Real insight. Helpful content that speaks directly to the person reading it.
ChatGPT can generate content. But it can’t understand your audience the way you do. It can’t tell your client stories. It can’t mirror the tone and judgment you use every day in consultations.
That’s why blogging still works, but only when it’s done right.
You Still Need a Thoughtful Strategy
If your blog exists just to “rank on Google,” it’s probably not doing much anyway. AI hasn’t changed that.
What works now is blogging with a plan:
- Focus on the questions clients actually ask
- Write in language they understand
- Show how you think and how you work
- Be useful, not just visible
Whether you write it yourself, hire a writer, or use ChatGPT as a helper, your blog still needs direction. Without it, you’re just adding noise.
AI Content Alone Won’t Win (Anymore)
When AI content first took off, search engines were flooded with posts that looked fine on the surface but were empty underneath. That may have worked for a minute, but it’s already starting to crack.
Google is getting better at detecting low-effort content. And more importantly, readers are too.
You can tell when something was written just to fill space. It lacks structure. It lacks voice. It doesn’t actually answer the question it pretends to address.
AI can save you time. But it still needs editing, context, and real direction. It’s not a plug-and-publish solution.
Blogging Is Still a Trust Signal
When someone checks out your website, they want to know two things:
- Do you know what you’re doing?
- Do you seem like someone I’d want to talk to?
Your blog helps answer both.
A few solid posts can do more to build confidence than any slogan ever will. A blog that’s clear, current, and human gives people a reason to trust you before they ever pick up the phone.
That doesn’t change with AI.
The Best Legal Blogs Don’t Feel Like “Blogs”
Forget keyword stuffing. Forget writing just to hit a word count. The best blog posts now read like short, useful conversations:
- “What happens if I miss a court date?”
- “Can I modify custody if my schedule changed?”
- “Do I really need a will if I’m under 40?”
You don’t need to write novels. A few clear paragraphs that sound like something you’d say out loud will do more than a long, robotic explainer.
AI can help outline or draft some of that, but the tone and direction still need to come from you.
Should You Still Blog?
If you want better clients who trust you before they call, yes.
But don’t treat your blog like a chore or a checklist. Use it as a way to:
- Share your perspective
- Show how you solve problems
- Speak directly to the people you want to work with
That’s where blogging still works, and where AI can actually help, not hurt.