Most law firm websites say the same thing. Swap the firm name and the city, and the practice area pages are interchangeable. That used to cost you rankings. Now it can cost you the answer too. When a potential client asks ChatGPT or Google's AI results which firm to call, those tools have to pull from somewhere. A page that sounds like every other page gives them no reason to pull from yours.

On November 17, Juris Digital co-founder Matt Green and Steve King walk through what non-commodity content looks like on a law firm website, and how to start producing it without rewriting your whole site.

Why Most Law Firm Content Gets Skipped

• It answers the same question every other firm answers. Pages built from the same keyword research end up making the same points in the same order.

• It has no experience in it. Your attorneys know things about your courts, your local insurers, and your clients' real questions that never make it onto the page.

• It's written to fill space. Content padded for length reads that way to people, and gives AI tools nothing specific to quote.

What You'll Leave With

• A plain English test for spotting commodity content on your own site.

• The firm specific information potential clients and AI tools can't get anywhere else, and how to get it out of your attorneys' heads and onto the page.

• A short checklist for briefing your writers or agency on the next page you publish.