Search engines are biased. They prefer human-generated content. Google’s March 2025 Helpful Content update flags pages that lean too heavily on predictable machine phrasing and quietly push them down into search engine oblivion. Watermarks from OpenAI and other labs feed similar detectors used by publishers and ad platforms. Pump out boilerplate and you invite algorithmic suspicion that strangles reach and backlinks. 

Legal audiences raise the bar even higher. General counsel, claims adjusters, and sophisticated consumers seek precise citations, a measured tone, and a hint of courtroom experience. An AI model trained on scraped pleadings can rephrase a precedent, but it cannot explain why you chose a forum non conveniens defense over arbitration in a waterfront cargo dispute. That reasoning—rooted in strategy, risk appetite, and local judge temperament—is what converts a reader into a caller. Machines imitate language; humans convey judgment. 

Detection tools are pushing that distinction to the surface. Universities already run applicant essays through GPTZero, while publishers flag content that scores above a 20 percent AI probability. Corporations vet outside alerts in the same way, fearing plagiarism claims or the reputational sting of boilerplate advice. When a memo lights up red, it never reaches the C-suite inbox. The message is clear: originality is the key for connection and professional credibility. 

Firms that keep humans steering the content rise above the churn. A 600-word human-written post featuring a partner interview may reach fewer screens than an auto-generated FAQ, but readers stay longer, bounce less, and share more. When you pepper the authenticity of the human-generated post with unique docket numbers and local rule references, and Google tags it as “information gain,” rankings and positions rise and prospects notice (and call).  

Use AI software as a junior researcher, not a ghostwriter. Check everything. Let generative AI surface docket updates or build a chronology; then hand the raw clay to a JD-trained writer or lawyers who understand the stakes. They will take their knowledge, shape the story, add nuance, and embed the next steps readers need to follow. They’ll ensure the content is legally sound, connection worthy, and aligns with the Model Rules of Professional Responsibility. They will verify that the final copy meets standards, contains the correct legal information, and includes a byline, bar number, and disclaimer—signals that accountability algorithms may inadvertently overlook. 

Readers reward that accountability with time and search engines follow their lead. In an era of infinite content, attention is finite. Human-led writing that shows judgment, locality, and lived experience earns that scarce resource. The firms that invest in authentic voice today will own tomorrow’s rankings and referrals. At the same time, automated AI-generated echoes fade into the background hum of unread pages and sanctions for incorrect information. That edge widens whenever algorithms tighten their bar. Keep your clients’ expectations high—avoid excessive legalese and incorporate a human voice into all copy. 

KPC Marketing helps law firms stand out with strategy-driven, human-first content that gets results. Let’s build something that actually gets read and indexed. 

Factual proof establishes your competence and expertise as a lawyer. Factual proof is how you tell your own story, on your website and in your advertising.

Factual proof is valuable, but by itself, it does not distinguish you from your competition. Prospective clients expect you to understand the law. If your presentation of factual proof primarily involves showing them what you know, such as firm web pages and blog posts that outline what constitutes a cause of action, possible civil and criminal liabilities and penalties, and defenses, this may still leave the prospect with some uncertainty about whether to commit to you.

What that potential client wants to see, the distinguishing difference, is social proof. Proof that you not only know your profession but also can be trusted on a personal level.

The best way to create this kind of trust is through the related experiences of others, specifically people who have put their trust in you and had a successful outcome.