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    Artificial intelligence is likely the number one reason new marketing agencies are popping up.

    AI has officially, and overwhelmingly, infiltrated the legal industry—and there’s no sign of it ever reversing course. In the legal sector, firms using AI more than doubled between 2023 and 2024

    But, why?

    Well, based on our knowledge of the industry, it comes down to a few things: money, resources, and ease. The spike in marketing agencies aimed at law firms is because AI has made the barrier to entry easier than ever before.

    Here, we’ll dive into the seemingly bombastic reasons new marketing agencies are springing up for the sole purpose of driving lead generation for attorneys. We’ll explore why and how quality is being sacrificed for speed–and what you can do about it. 

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    Jumping on the Bandwagon 

    Many legal-focused agencies are popping up for a variety of reasons. Simply put, the barrier of entry is lower than it was in the past and there is a demand from law firms for marketing help. This, combined with AI being widely available, created a perfect storm allowing new agencies to enter the market, despite not having legal knowledge.

    Law Firms Aren’t That Confident in Their Own Marketing

    Marketing is notoriously tough for attorneys. In fact, only 9% of law firms are “very confident” about their firm’s marketing. Just 20 years ago, marketing strategies for law firms were much different; it was a hodgepodge of efforts, including word of mouth, billboards, local TV commercials, and mailed brochures. This was usually enough to get the right cases…billable hours weren’t an issue. 

    But, not anymore. 

    Now it’s about web presence and dominance, social media, and targeted digital ads. In the interest of time and efficiency, many firms look externally for marketing help–this has created a ripe market for agencies to step in. If the ABA has publicized information about the lack of confidence firms have in their own marketing, marketers have certainly seen it. Now, they are capitalizing on it.

    AI Makes It “Cheaper” To Produce Content

    With the rise of AI came the ability to create content faster, making it easier than ever for agencies of all sizes to churn out content. With a quick prompt, you can have a 1,000-word blog post ready to post in just 5-10 minutes. 

    While it’s unlikely to read as well as a blog post written by a writer with legal knowledge, it’s certainly cheaper and quicker. A post with the same word count written by a human and edited by an attorney could take 3+ hours to deliver. That being said, it will likely be more accurate and readable than anything generative AI can spit out.

    Of course, if someone is starting a new marketing agency, it’s unlikely that they have the budget to hire people with the experience they need to write legal content. However, ChatGPT is free and gets you 50% of the way there. Some agencies have decided that this is enough to do legal content. And hence, it’s a proverbial goldmine.

    Larger Law Firms Often Have Massive Marketing Budgets

    Big law firms use substantial resources for marketing, which attracts agencies eager to secure high-paying clients. These budgets often include funds for advanced tools, paid advertising, and comprehensive campaigns. This potential for lucrative contracts encourages the proliferation of marketing agencies, even those with limited experience, hoping to capitalize on this demand. If a firm spends just 5-10% of its gross revenue on marketing and makes over $1 million per year, you can bet that an agency will want a piece of that pie.


    Potential Problems Partnering With These New Agencies

    The rise of AI-powered marketing is leveling the playing field, allowing smaller agencies to compete with established ones by leveraging technology to create content faster and with smaller teams. This has created a more competitive environment, with agencies racing to integrate the latest AI advancements to keep up. However, the same tools that drive innovation can create challenges when relied upon too heavily without human oversight.

    That’s not to say that AI is bad. But it’s evident that AI is only as good as its users. It can help busy marketers write and edit, brainstorm concepts, and so much more at a faster rate, giving them time to work on other marketing tasks in the pipeline. On the flip side, it can also enable bad marketers to become even worse. We believe in agencies collaborating with AI rather than AI-powered agencies. Relying too much on AI, even for marketing copy, has a lot of potential pitfalls.

    Legal Issues

    AI-powered chatbots lack the expertise that someone working in the legal industry for 15 years has, so human editing and fact-checking are necessary for accuracy. If not, you could end up getting a fine for false information or a seemingly innocuous phrase that violates legal ethics and advertising rules. This exact scenario happened when two lawyers from Levidow & Oberman, P.C. submitted false legal cases in an aviation injury claim. The cases were fictitious and generated by ChatGPT, and a judge fined them $5,000 for using the information. 

    Generic Content

    Agencies that rely too heavily on AI risk creating content and campaigns that are painfully similar. Currently, humans are better at creativity and innovation than AI, and there has even been discourse on how to spot AI-generated copy. The redundancy has been seen across all industries. 

    Limitations 

    AI is always being updated, but algorithms and trends develop faster than the technology can keep up with. The only way to stay on or ahead of the curve is to work with a team of experts who consistently analyze data and stay updated with trends. 

    Lack of Contextual Understanding

    AI still cannot understand context in a given scenario and can only draw from the database it has access to. In legal cases, AI generators like ChatGPT or Gemini can’t understand if a word or phrase they are using is legally correct for a certain context. For example, it may not use the right terminology when referring to types of proof. Think of the difference between the terms “clearly intoxicated” vs. “obviously intoxicated” for dram shop cases—these terms aren’t interchangeable in certain jurisdictions, but ChatGPT will treat them like they are.

    Damaged Reputation

    Legal marketing often hinges on building trust with clients who have real issues they need help navigating, from divorce and business formation to personal injury and DUIs. For instance, if a wife seeking a divorce from her husband doesn’t trust or believe your brand and voice in marketing campaigns, that’s the easiest reason for them to choose someone else. 


    How to Find Reputable Law Firm Marketing Agencies

    So, in this new industry full of “AI-powered” agencies, how can you gauge a law firm marketing agency that understands your practice? Here are a few things to look for that will help you find the right partner.

    Check Their About Us Page For Information on Their Values and Methodology

    Look for law firm marketing agencies that have a balance of innovative technology and human-driven strategy. Their website should clearly communicate their expertise and methodology, like how they integrate data-driven insights with human input and industry knowledge to create tailored solutions for attorneys. Avoid agencies that rely on vague claims about using “advanced tools” or AI without explaining how these tools complement their expertise. 

    Focus on Metrics That Matter

    A skilled agency doesn’t just generate traffic—they deliver results that impact your bottom line. During your research, focus on how agencies measure success. Metrics like return on investment (ROI), lead quality, and conversion rates are far more telling than vanity metrics like website visits or social media likes. A reputable agency should provide a clear framework for measuring success, so ask them how they track and report these critical performance indicators.

    Understand Who’s Writing the Content (in Tandem with the “Bot”)

    Let’s be real. Anyone with an internet connection and a phone, laptop, or other similar device can access ChatGPT and pump out content in minutes. But, when it comes to legal content, would you trust just anyone to create prompts and understand the outputs? Probably not. This is where many of these new agencies get into trouble. They’re undermining the importance of actual, legal training in the refinement and review of AI-generated content. It’s important to understand whether or not the writer or editor has legal training to spot whether or not the bot got things right. The reviewer should understand where the information came from and if it’s accurate. Citations? Critical. A keen understanding of attorney ad rules? Non-negotiable. A great writer sans AI? Without question

    Read Their Website’s Social Proof

    Any reputable agency should know that social proof, like case studies and testimonials, is one of the strongest ways to communicate trust and value. Strong case studies will highlight specific strategies, tools, and outcomes. Their testimonials should read as authentic and should have concrete details about the client’s problem and solution. If an agency’s social proof is limited to generic praise without specifics, it may be a red flag that their claims lack substance.

    Check Yelp or Their Google Business Profile for Reviews

    Law firm marketing agencies with many positive Google Reviews are a strong indicator of their performance and customer service. Look to external reviews on platforms like Yelp or Google Business Profiles to see an unfiltered view of an agency’s reputation and track record. Look at reviews that express satisfaction with an agency’s communication and results in your specific practice area. Those will be the marketing agencies you should reach out to. 

    Book a Consultation

    Finally, a consultation is your chance to gauge an agency’s experience, approach, and compatibility with your goals. During this meeting, ask specific questions about their methodology, past successes, and how they plan to tailor their services to your firm. 


    What Questions to Ask During a Consultation? 

    Let’s say you’ve found a marketing agency that specializes in working with criminal defense lawyers like yourself. You have scheduled your consultation and want to ask some impactful questions to help you understand them better. We’d recommend asking questions like, 

    • How do you use AI in your process? How do you use quality control?
    • How do you ensure your work aligns with your firm’s actual KPIs?
    • How do you track and measure KPIs?
    • What is your process for strategic planning before content creation?
    • How do you stay updated on legal advertising regulations and compliance requirements?

    With a few of these questions in your pocket, you can better understand an agency’s methods before deciding whether to work with them. 

    I have been following Juris Digital for years on social media and reading all blog materials to better understand the brand. Juris has an impeccable reputation for results and performance. Our firm needed a leader in the industry to showcase the firm and have a create/result mentality.

    — Attorney Jay Rooth

    Final Thoughts

    In time, we’ll see how far AI advances in marketing, but for now, we strongly believe in data-informed and human-driven strategies. We use technology to help aid us in tasks, never to replace the knowledge of true professionals. If you want to learn more about our methodology, book a time with us to see how we can best serve you and your law firm’s marketing needs. 

    Mitch Meyers Mitch Meyers has been a B2B marketer in various industries, including industrial manufacturing and supply chain, before starting his role with Juris Digital. His experience has primarily focused on digital marketing efforts such as email marketing, ABM, social media, paid social advertising, and paid media. He prioritizes data and ensures the marketing funnel works efficiently and automatically to support company growth.
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