AI is everywhere right now. But for solo and small law firms, the buzz often sounds like noise with too many tools, too much hype, and not enough clarity on what actually works. If that’s how you feel, you’re not alone.
Here’s the good news: AI can actually simplify your marketing. When used the right way, it saves time, reduces busywork, and helps you stay visible without adding more to your plate. You don’t need to be tech-savvy, and you don’t need to overhaul everything. You just need to start small and get intentional.
Automating Content Ideas and First Drafts
Staring at a blank screen doesn’t move your marketing forward. AI tools like ChatGPT and Claude can generate blog post outlines, social media post starters, and email ideas in seconds. You still need to review and revise, but getting a draft done in five minutes is a big win when you’ve got a full caseload.
Pro tip: Feed the tool your practice areas, audience, and tone preferences. The more context you give, the more useful the output. Don’t copy and paste blindly. Edit like a human.
Writing Faster (Not Lazier)
AI isn’t replacing good content. But it’s helping firms speed up the parts that slow them down like summarizing long articles, rewording bios, converting blogs into emails, or turning one blog into five social media posts.
Some firms even use AI to generate basic website copy that they later polish. Again, the key is to use the tool, not be used by it. AI is the intern. You’re still the editor.
Better Email Follow-Up
Not all potential clients are ready to hire you on day one. AI can help you build better follow-up systems. Tools like Constant Contact and MailerLite now offer AI-generated email suggestions for your drip campaigns and newsletters.
Start by plugging in the topics you want to cover, like FAQs, past blog posts, or seasonal reminders. Let the tool build a sequence, and then revise to make it sound like you.
Smarter Ad Copy and Testing
Running digital ads? AI can help with A/B testing headlines, writing short descriptions, and even predicting which version might perform better. Meta Ads Manager and Google Ads already integrate AI-based recommendations into their platforms. You don’t have to follow them all—but they can speed up your brainstorming process.
This is especially helpful if you want to try ads but don’t have time to hire a full agency. Just remember to check compliance and ethics rules in your state before you publish.
AI-Powered Transcription and Video
Have a client education video, podcast, or webinar recording? Tools like Descript and Otter.ai can transcribe your audio and let you quickly create quotes, captions, or repurpose the content into a blog. You can even cut filler words and re-edit the audio automatically.
This turns one piece of long-form content into multiple smaller ones—without spending hours on manual work.
Ethics and Oversight Still Matter
You already know this, but it’s worth repeating: don’t use AI to give legal advice, answer intake questions, or draft legal documents unless you’ve thoroughly vetted the tool and reviewed every word. Your marketing should be accurate, clear, and compliant with your state bar’s rules.
That said, using AI for marketing support tasks is generally low risk, especially when you’re reviewing everything before it goes out.
A Few Quick Wins to Try This Month
If you’re curious but unsure where to start, pick one of these:
- Ask ChatGPT to create a month’s worth of blog titles
- Turn a video transcript into a short FAQ-style blog post
- Use an email platform’s AI tool to write a re-engagement email for old leads
- Test three ad headlines and let Meta pick the winner
Don’t overthink it. You’re just trying to save time and work smarter.
You don’t need to be an early adopter or tech enthusiast to make AI work for your firm. The tools are already here, and the barrier to entry is low. Try one. Test it. Build from there.