Here’s the thing about working with attorneys: they’ve been burned. A lot.
Last week I reached out to a personal injury lawyer on LinkedIn. Nice guy. We connected. I checked out his website and, look, I’ll just say it, his practice pages were clearly written by ChatGPT. You know the type. The kind that starts with “Navigating the complexities of personal injury law can be overwhelming” and ends with “Don’t hesitate to reach out to our compassionate team.”
Nobody talks like that. Certainly not this attorney.
I Did the Work Anyway
I found a podcast he’d been on. Listened to how he actually speaks. The way he explains things. His word choices. His rhythm. Then I ran it through Voice DNA, the system I built specifically because I was tired of seeing smart attorneys sound like robots online.
Then I rewrote one of his practice pages. Same information, but in his voice. The way he’d actually explain it to a client sitting across from him.
I sent it over with a simple message: “Here’s what your content could sound like if it matched who you actually are.”
His response?
“No thank you.”
I Get It
And honestly? I don’t blame him.
Here’s what attorneys have been through:
Some SEO agency promised them first-page rankings and delivered 47 blog posts that could’ve been written for any firm in any city. Copy-paste garbage with the city name swapped out.
A “content marketing company” charged them $2,000 a month for articles so generic they’re indistinguishable from the competition.
They tried ChatGPT themselves. Saw how hollow it sounds. Maybe even published some of it because they were desperate for something on the site.
Now some guy on LinkedIn is telling them their content sounds like AI and offering to “fix” it.
Of course they’re skeptical. Every pitch sounds the same. Everyone promises results.
Here’s the Part That Kills Me
That one practice page I rewrote? If he replaced his current page with it, he’d actually have a shot at getting cited in Google’s AI Overviews.
Not because of some trick. Not because of keyword stuffing. But because Google is actively looking for content that sounds like it came from a real expert who actually knows what they’re talking about.
That’s what AI Overviews are pulling from now. Authentic expertise. Real voices. Actual humans who sound like actual humans.
And his current page? It sounds like every other AI-generated practice page on the internet. Google has no reason to cite it. There’s nothing distinctive about it. Nothing that signals “this person actually knows what they’re doing.”
The irony is brutal: the content he rejected would’ve done exactly what all that generic content was supposed to do but never did.
The Real Problem
It’s not that attorneys are stubborn or stupid. It’s that the entire legal marketing industry has trained them to expect disappointment.
They’ve been promised the moon. They’ve paid for garbage. They’ve watched their money disappear into “strategies” that never moved the needle.
So when someone comes along with something that actually works, they can’t tell the difference between that and the last five pitches that went nowhere.
Why I Reach Out Anyway
Here’s the thing: when I see a practice page that’s clearly AI-generated, I can’t not reach out.
I know I can help. I know that attorney is sitting on a website that’s actively working against them. I know their content sounds exactly like their competitor’s content, which sounds exactly like everyone else’s content.
And I know that with one podcast episode, one deposition video, one keynote speech — anything where they’re actually talking — I can extract who they really are and turn their website into something that sounds like them.
That’s not a sales pitch. That’s just what Voice DNA does.
So when I see generic AI content on a law firm website, I reach out. Not because I think every attorney will say yes. But because the ones who do say yes end up with something their competitors can’t copy: their own voice.
The Attorneys Who Get It
The attorneys who work with me? They’re tired of blending in. They’ve realized that “professional-sounding content” has become code for “sounds like everyone else.” They want to show up online the way they show up in the courtroom or across the table from a client.
Those are my people.
The attorney who said “no thank you”? I wished him well. Meant it. He’ll figure it out eventually, or he won’t. That’s not my problem to solve.
But somewhere out there is an attorney whose website sounds nothing like them, who’s tired of paying for content that doesn’t convert, who’s ready for something different.
That’s who I’m looking for.
