Your law firm hired an "AI-powered" content writer six months ago. The pricing was reasonable, turnaround was quick, and they promised SEO-optimized content. Six months later, your organic traffic hasn't budged and competitors still outrank you.
Spoiler: you probably didn't get what you paid for.
The problem isn't AI itself. It's that the market has flooded with AI content mills that don't understand legal compliance, E-E-A-T, or what actually makes content rank. They're good at sounding like lawyers. They're terrible at helping you.
I've run a legal content marketing agency for 13 years and worked with 300+ law firms. I've watched the post-ChatGPT boom flood the market with vendors optimizing for their margins, not your results.
This isn't opinion. It's pattern recognition from actual client results.
Why Law Firms Keep Getting Burned by AI Content
Your firm needs content. Google's E-E-A-T framework demands it. Your budget is tight. An agency pitches "AI-powered legal content" at $75 per article with 48-hour turnaround.
The reality? Generic content that doesn't rank. Since late 2022, thousands of AI services have flooded the market producing articles with phrases like "in today's complex legal landscape" and "it's important to note."
Worse, this content can hurt your E-E-A-T signals and damage trust. Law firms operate in YMYL (Your Money Your Life) categories that Google scrutinizes heavily. One AI hallucination—like citing a case that doesn't exist or misquoting a statute—undermines your credibility.
The best vendors are transparent about their AI-powered legal content strategy and how it works with human review. They use AI to help draft and research faster, not replace attorney-level expertise.
How to Actually Audit Your Content Vendor (Before You Sign)
Before you commit to a vendor, run a simple three-part audit. This isn’t about red/green flags, it’s about understanding the process, the price, and the results.
1. The Pricing Audit
Cheap content is cheap for a reason. Ask for:
- Price per article and what’s included
- Number of edits and revisions
- Timeline for delivery
- Who reviews the content
If they quote $50-150 per article, the likelihood is you’re getting AI drafts with minimal human review. Real legal content often costs $250-500+ because it includes:
- Jurisdiction-specific research
- Attorney review and compliance checks
- Multiple edit rounds and fact verification
Compare this to your conversion value: if one article can generate two or three clients worth $5,000+ each, investing in quality isn’t optional, it’s essential. The question to ask: “What does your pricing actually include?” The honest answer reveals whether your vendor cuts corners or invests in results.
2. The Process Audit
Next, dig into their workflow:
- Research sources: Do they use generic online content or jurisdiction-specific legal databases?
- Content flow: AI draft → human copyeditor → lawyer reviewer → final QA?
- Citation verification: Can they show a fact-checked article with sources listed?
- Error handling: How do they address mistakes post-publication?
A transparent vendor can produce a sample article showing the AI draft versus the final version with revision notes. If they cannot, chances are human review is minimal. This is a crucial distinction, AI should help draft content, not replace human verification. Learn more about how law firms should use AI for content during the audit process to spot gaps.
3. The Results Audit
Finally, move beyond promises:
- Ask for case studies specific to your practice area
- Request actual SERP data: What keywords did their content rank for?
- See if your content is appearing in the AI Overviews and AI results. If it isn't, as your agency about their artifical intelligence optimization (AIO) strategy
- Traffic and lead metrics: How did the content perform over time?
- Long-term clients: Do they maintain relationships for 12+ months?
Beware vendors who refuse to show client results. Real firms that see ROI are usually happy to share their experience. AI mills often hide behind "confidentiality" while delivering minimal value.
The Six Questions That Separate Real Vendors From AI Mills
During your vetting call, these six questions quickly reveal a vendor’s capabilities:
- “Show me the last three pieces of content you produced for a firm in my practice area. What was the research process?”Real vendors explain specific jurisdiction nuances, competitor analysis, and keyword strategy. AI mills give generic pieces with no local context.
- “Can you walk me through what happens when your content ranks #1 for a keyword?”This tests whether they understand business outcomes (content → traffic → calls → clients) or just production. Real vendors think about performance and conversions, not volume.
- “What percentage of your content goes through attorney review before publication?”The answer should be 100%. If they hedge, you know where cuts are being made. For AI content for law firms, attorney review is the difference between building authority and creating liability.
- “If we find a factual error six months after publication, how do you handle it?”Real vendors correct it immediately and use it as a quality control moment. Mills might charge for revisions or say "we're not responsible after X days."
- “How do you decide what topics to write about?” Mills write for volume. Real vendors audit your site, practice areas, and competitors to attract your ideal clients.
- What's your retention rate? How long does an average client stick with you?"Vendors with retention of two years or more have proof of concept. High churn means results don't match promises.
You're Hiring Them to Build Your Authority—Make Sure They Actually Can
The cost of cheap AI content isn’t just $50 per article. It’s the three clients per month who choose competitors with better content. It’s the rankings you never achieve. It’s six months of publishing without measurable ROI.
Your content is your firm's 24/7 marketing engine. It works while you're in court and answers questions when potential clients are searching. If you wouldn't hire an attorney on price alone, don't hire a content vendor that way either.
The vendors worth paying for aren't trying to make content faster or cheaper. They're trying to make content that moves the needle. That's the only metric that matters.
Before your next vendor call, ask these six questions. Listen carefully. You'll know quickly whether you're talking to someone who understands your business or someone pushing AI output with a middleman markup.
