The problem
Injured people search questions like what to do after a crash or how a contingency fee works, and a firm with clear answers on its site gets the call. Pages get put off because each one takes an attorney about 3 hours to write and check. At 2 pages a month that's 6 hours of attorney time, and pages written in a hurry are where misleading claims creep in.
What the AI does
The attorney writes a short outline: the question, the points to make, the state's rules that matter and any figures, such as how the firm's fee works. ChatGPT, Claude or Gemini turns it into a plain-English draft at a reading level a stressed client can follow. The attorney checks every statement for accuracy and against the state bar's advertising rules, based on ABA Model Rules 7.1 to 7.3: nothing false or misleading, no promises about results, no "specialist" claim unless certified, and any disclaimer the state requires. A fee page explains the arithmetic plainly, for example that a one-third (33⅓%) fee on a $30,000£22,556€26,842A$43,308C$42,406 settlement is $10,000£7,519€8,947A$14,436C$14,135 and whether costs come out before or after the fee. No client information goes into the assistant.
A worked example
A two-attorney personal injury firm in Las Vegas adds 2 pages a month to its website, such as what to do after a crash on the I-15 and how its contingency fee works. One attorney writes outlines and edits drafts from ChatGPT, Claude or Gemini.
Before
About 3 hours of attorney time for each page: 6 hours a month
After
About 1 hour 15 minutes to outline, edit and check each draft: 2.5 hours a month
What it's worth
About $700£526€626A$1,011C$989 a month of attorney time, against a cost of $0£0€0A$0C$0 to $20£15€18A$29C$28. Saving 1 hour 45 minutes on each of 2 pages is 3.5 hours, if attorney time is worth $200£150€179A$289C$283 an hour. ChatGPT, Claude and Gemini all have free plans; paid plans for one person run from about $17£13€15A$25C$24 to $20£15€18A$29C$28 a month. Any new cases from the pages are not counted.
How to set it up
- Write an outline for each page with the points, the state's rules and the figures you want used; never paste client details or case facts.
- Ask for a plain-English draft of 600 to 900 words with short paragraphs and no claims about results.
- Check every legal statement against the current statute or rule, since assistants can give out-of-date or out-of-state law.
- Check the page against your state bar's advertising rules, including any required disclaimer, and whether your state requires ads to be filed or kept on record.
- Have the responsible attorney approve the final page before it goes live, and date it so it is reviewed when the law changes.
What goes wrong
- Assistants write confident sentences such as "we'll get you the compensation you deserve" that imply results. Strip anything a regulator could call misleading.
- General answers drift into a different state's law, such as another state's statute of limitations. Every legal point must match your state.
- Some states restrict testimonials, case results and words like "expert" or "specialist" in ads. A page that breaks the rules is the attorney's responsibility, not the tool's.
- Free plans have usage limits and may use chats to train models. That's acceptable for public website copy, but never for client information.