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10 AI content generators for legal SEO (+ the pros & cons)

Written by Erik J. Olson on . Posted in .
Home > Blog > 10 AI content generators for legal SEO (+ the pros & cons)

Key takeaways:

  • You’ve seen it on LinkedIn and all of the internet: AI promises to streamline content and offer a fast way to build SEO.
  • There are benefits, but before investing in paid plans or using plugins for your docs, you have to know the legal risks.
  • While AI can be used for content, emails, and other tasks, human oversight is still essential.
  • At Array Digital, we encourage you to learn how and when you should use AI before you spend a fortune that gets you into hot water or tanks your search engine rankings.

Our world is changing fast. Human robots are currently being created with AI content generators that respond to our every demand and can even serve dinner at restaurants in Japan.

This is incredible, but what does AI mean for SEO? How can it help, and how can it harm? Google’s newest Helpful Content Update focuses on E-E-A-T (experience, authoritativeness, trust, and worthiness). Can robots live up to the standards that Google demands from law practice websites?

Today, we’ll talk about the current trending AI tools online, and how can they be both helpful and harmful to law firms.

Top 10 AI content generators for legal SEO

Before you get any AI writing tool in place, it’s critical to consider which one can meet your expectations in content creation while also remaining compliant and up to date with aspects of law that you cover on your blog. Ai is obviously not as advance as humans in developing complex emotions which is the key differentiator in a great SEO content strategy, so we want you to think of these Ai generators more as assistants then “replacements.” Keeping this in mine let’s go ahead and check out this incredible trending tech that eliminates writers block, and does your bidding.

1. Jasper AI

japer ai's website

At Jasper AI, you have a simple-to-use tool that can offer some guidance in creating content. You just need it to “write” or “summarize,” and it does a good amount of the work for you. You can also create a customer avatar that helps you write content directly related to your audience.


  • Easy to use
  • Features like campaign workflows for email newsletters and ads are a good fit
  • Built for marketing specifically


  • Not specifically legally focused
  • Expensive to invest in
  • No optimization or analytics tools

Price point: $39 and up (businesses cost significantly more)

Tech Rating: 4.7 stars

2. Novel AI

novel ai's website

Novel AI is an interactive AI tool that will co-write a blog or novel with you. Maybe your firm loves storytelling; in this case, Novel Ai would be a great sidekick. The code actually creates writing based on what you’ve written in the past and adapts to input provided over time. There is also an AI image generator ingrained in the platform, but AI images are still a little iffy across most generators, in our opinion. No one wants a third hand sneaking out of the sleeve of their Ai generated picture of a lawyer published to their website.


  • Good tool for stimulating content writing ideas
  • Customization features allow it to fit most needs
  • Software is easy to use overall, though it takes some learning.


  • Some features are not applicable
  • No specific legal oversight
  • Prompt details are critical since they can write off-topic quite often

Price Point: Tiered plan starting at $25 per month for business

Tech Rating: 5 stars

3. Copy AI

image of copy ai's website

You might have already hear of Copy AI, this platform is stuffed with 90 different tools, and is often used to create case studies, website copy, and social media content. The system generates content from the titles and keywords that you provide. There is a free plan worth trying out if you’d like how it all works.


  • Generates unique content quickly
  • Has noted reliable language quality and can help with some creative brainstorming
  • Free plan is a good way to try it out


  • Not necessarily legal-certified in any way
  • Content isn’t necessarily sales-focused and is only as good as the prompt

Price point: $49 per month on up

Tech rating: 4.7

4. ChatGPT

image when logged into the back end of chat GPT

Perhaps the most recognized name in AI content generation for its marketing efforts is ChatGPT. Chat GPT takes the crown as the first powerhouse in its field. It has a rather simplistic interface and offers a number of interactions with alternative apps and tools. The coolest thing about ChatGPT is that you can customize it with documents that you upload to act within certain guidelines, tones, and concepts. Dall-e is also an added bonus and can generate some really cool animation-style images that, again, are not useful quite yet when it comes to a professional photo.


  • Interface is simplistic to learn for most people
  • Good option for idea creation and outlines
  • Integrates well with various apps you may be using


  • Limited quality of content creation (it can be hit-or-miss)
  • No legal protections or oversights to minimize risks
  • Better for ideas than long-form content creation

Price point: $20 per month for basic access as a business product

Tech rating: 4.7

5. Gemini

image capturing Gemini Ai

Some attorneys find that Gemini AI offers a better level of legal language than other AI tools. What’s cool about Gemini AI (other than the fact that it was created directly by Google) is that it works with you to perform deep research while citing its sources. We would also be remiss not to add that all of these AI tools are incredible for helping you brainstorm emails and move past writer’s block.


  • Good scriptwriting feature
  • Does a good job with legal terminology and language overall
  • Easy to use once you learn how to do so


  • Can be repetitive in what you need to provide to produce good results
  • Sources may not always be correct
  • Can be limiting in terms of creating marketing-focused legal content

Price point: $20 per month

Tech rating: 4

6. Scalenut

image of scalenut's website

Scalenut offers a more complicated process to create content, but it does include keyword plan creation and management. You will find that you need to create a headline and provide enough context to get a quality product. It then takes several minutes to create the piece, though you may need to go back and update details and verify the content’s accuracy.


  • Cruise Mode feature helps with planning better than other products
  • Numerous AI templates to use
  • Keyword and SEO support is there if you know how to implement it


  • Does not have as many features as other products
  • Limited analysis
  • Not specifically for legal content creation

Price point: $39 per month on up

Tech rating: 4.2 stars

7. Market Muse

screen shot of market muse's content generation website

Market Muse can be a helpful AI content creator for attorneys. It is not specifically related to legal content creation, but it does offer solid quality content based on your input. One key aspect to keep in mind is that it is not the most intuitive of products. It takes longer to learn if you want to get the most out of it.


  • Helpful content creator that works well for attorneys
  • Great customer service and support to get you off the ground
  • Works to help identify weaknesses and strengths in ranked articles


  • Not as fully featured as other products
  • Need some training to get it off the ground
  • You still need to verify content and optimize SEO

Price Point: $79 per month

Tech rating: 4.6

8. Outranking

screen shot of outranking's ai website

Outranking tries to do everything — SEO tools, AI tools, and a website content optimizer. This could possibly help with your SEO efforts, and it’s great to keep certain tools in your back pocket. But I want to take you back to Google’s Helpful Content Update here. Remember when we told you that AI does not have the capability to replicate human emotion and compassion in the same way we do as humans? Point blank, quality content cannot be generated because it comes from the heart and our experiences. So, can we trust any AI generator to do lawyer SEO? As a specialist, I always suggest a cyborg solution. This means using AI to work smarter, to work with you, and if the tools are helpful, to keep them around.


  • Solid SEO features
  • Content seems to respond to changing SEO climate
  • Tools are straightforward to use


  • You’ll need to train the content quality well
  • Some of the features may not align with legal goals
  • You still have to do the research on topics and SEO strategies

Price point: $29 per month to start

Tech rating: 4.6

9. Frase AI

image of frase.ios website

Frase AI is a solid writing tool (though it’s best as a supplement rather than a tool to do all of the work for you). You can use it to research and create content for your law firm blog or website. It does incorporate SEO-friendly components in the design. As an AI writer tool, it is a nice resource for overall functionality.


  • Simpler to use than some other products
  • SEO-optimized content is possible with some strategy creation
  • Good for structuring and researching topics and content overall


  • No specific legal-focused tools
  • Does not do a good job with intro and conclusion paragraphs
  • Requires human support

Price point: $45 per month

Tech rating: 4.1

10. Rytr AI

screen shot of rytr ai's content generation website

A writing assistant, Rytr AI, provides about 30 templates that you can use for various needs. It can generate ad copy, product descriptions for your website, and landing pages. It is also a good tool to help improve your own writing.


  • Quick creation of content
  • High overall quality content
  • Good tool for research and support


  • Does not offer a legal-specific focus
  • Submissions can sometimes seem a bit thin in quality content
  • Need a human touch

Price point: $29 per month

Tech rating: 4.7

The impact of AI on legal content creation

AI-generated content seems like the ideal way to build your content marketing plan and handle your copywriting needs. As an attorney, you know it is not easy to ensure you’re creating quality content that meets all requirements.

As this technology evolves, the State Bar Associations must change and update their laws to account for and monitor its use. It is critical for all attorneys to understand the viable use cases for it and how it does or does not fit within their practice legal marketing strategies.

Before you integrate an AI assistant into your team or think about having AI write the content for your website, it is critical to know your state laws.

An example from the State Bar of California

The State Bar of California released key information about the use of AI within legal content production and practice. Among the details in their practical guide are the requirements for attorneys to ensure they are not putting any client information or data at risk of being exposed since confidentiality laws remain. It also notes, “It is possible that generative AI outputs could include information that is false, inaccurate, or biased.” As a result of this, the California Bar states, “A lawyer must ensure competent use of the technology, including the associated benefits and risks, and apply diligence and prudence with respect to facts and law.”

Want More on Legal Content?

5 impactful ways to utilize AI for legal SEO

You want to use an AI text generator. It could save you time. Before you begin to incorporate AI copywriting or the use of artificial intelligence in any area of your practice, learn how it works, what it does, and its limitations.

To be clear, there are some ways that AI content generator tools can be helpful. You may want to consider it for a number of applications:

  • AI can take notes for you.
  • AI can create checklists for you.
  • AI can help you brainstorm and research legal topics.
  • AI can help you write emails.
  • AI can work as your personal assistant.

Rather than using AI as a way to replace a human writer, use AI as a type of supportive tool that speeds up the process. That way, you ensure your website’s content remains American Bar Association (ABA) compliant.

Oversight is critical to avoid ethical errors in any application of artificial intelligence. The generated text is still 100% your responsibility to get right and fact-check to ensure you meet ABA requirements.

Breaking down a Reddit review from r/LegalTalk

We do not want you to think you cannot use AI in the content creation process or that the natural language processing that AI offers is something to ignore. Rather, consider this view from what the lawyers on Reddit are saying.

  • “Do you put confidential information into Chat GPT? If so, there’s a good chance that violates the state’s rules on professional conduct and attorney-client privilege.”
  • “I can see AI (that is wholly owned and/or controlled by firms) being used for basic tasks but not for complex work.”
  • “Do you use it to write a memo on an issue of law where authorities are split? Did it cite a source for you? Were those sources accurate?
  • “A lot of lawyers already use boilerplates as a starting point. Boilerplates only get you so far.”

Just as we mentioned above, it’s important to understand your state laws and to think of AI content generators as more of a personal assistant or “boilerplates” that help you get the job done with a little more speed and organization.

Overall tips for integrating AI into your legal SEO practices

Integrating AI into legal SEO requires careful planning, ethical considerations, and a commitment to continuous learning.

  • Define Objectives: Understand what you want to achieve with AI, whether it’s automating routine tasks, enhancing research capabilities, or improving client service.
  • Identify Use Cases: Pinpoint specific areas within your practice where AI can have the most significant impact, such as research, outlines, sales emails, short-form content, and simple tasks and communication. Understand algorithms and how things like tone of voice and brand voice may differ from one platform to the next.
  • Adhere to Regulations: Be aware of and comply with all legal and ethical guidelines related to AI use in your jurisdiction, including data protection laws.
  • Ethical AI Use: Ensure the AI tools you use operate transparently and do not perpetuate biases or inaccuracies, especially in sensitive cases. High-quality content must still adhere to these formats.
  • Clean Data: The output of AI systems is only as good as the input data. Ensure the data used for AI processes is accurate, complete, and appropriately formatted.
  • Secure Data Handling: Implement robust data security measures to protect sensitive client information and comply with confidentiality obligations. Use plagiarism checker tools, avoid free AI that could steal sensitive information, and ensure the types of content you are writing do not expose any company secrets or other risks.

Summary: Ensure that you are proofing all content that comes from these generators. Look out for ethical compliance issues, inaccurate information, and confidentiality.

Why law firms partner with Array Digital

When it comes to digital marketing and creating marketing copy, website copy, and SEO results evidence in the search engines, Array Digital stands out. We do more than just come up with content ideas; we help shape your SEO content so it clearly demonstrates your brand voice, meets all ABA rules and regulations, and helps prospective clients see you as the authority.

We listen to clients and create custom strategies for them.


“Array Digital and Kevin Daisy, in particular, have the right attitude about helping companies raise their profile and gain more clients. They deliver value and results. I highly recommend them and refer my clients to them.” — Eric D.

I was just interviewed on Kevin’s podcast. Great discussion and a very positive experience. Kevin really knows the digital space and is a savvy marketer who seeks to really understand his clients.” — Diane P.

Kevin and the Array Digital team are exceptional at what they do! If you are looking to grow your law firm, look no further. Array is the expert team that you need to take the complexities of digital marketing off of your plate and bring customers who need you to your doorstep.” — Greg T.

Our cutting-edge strategies empower law firms

Yes, technology is changing quickly, but just like it can’t do your job for you, it can’t do our job as marketers either. Before you use these marketing tools or a plugin that promises to help you overcome writer’s block or create targeted social media posts, know that you may be hurting yourself more than helping yourself.

While AI is and continues to replace some professionals, it’s important to know when to use it and when not to use it.

Are you looking for expert legal marketing that is compliant with your state laws? Let’s turn your website into a revenue-generation asset. That’s something AI can’t do. Contact Array Digital today.

Frequently Asked Questions

Can an AI writer replace a human writer?

Absolutely not, especially when it could cause legal ramifications for you and your firm. While it can help with things like blog outlines and even help you find gaps in existing content, it cannot ensure the content meets all ABA rules nor presents your brand voice properly. Content writers trained to meet legal requirements can meet these expectations.

What are the risks of using AI for creating legal content?

Using AI to create legal content can pose risks such as introducing inaccuracies on your website, ethical concerns, potential biases, over reliance on technology, and issues with originality and SEO, which may affect the credibility and professionalism of legal services. Simply, original content that is accurate is critical to any enterprise, especially law firms.

Which is the best AI content generator?

Google’s Gemini AI system has got to be the most advanced. There is no better way to analyze the algorithm than with a tool that comes straight from Google’s DeepMind. This family of multimodal language models takes the cake over its competition, ChatGPT, because it actually has the ability to utilize online resources and even has its own image generator that further competes with Dall-e.

Written By Erik J. Olson
Founder & CEO
Erik J. Olson is the Founder & CEO of Array Digital—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.

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