AI has become a loaded topic in legal marketing. Some firms are eager to use it to produce content faster. Others are hesitant, worried it will create generic messaging or, worse, publish something inaccurate under their name. That hesitation is reasonable.
But AI does not have to be a content generator at all. One of the safest, most useful ways to use it is as a research assistant: to analyze what you already have, compare it to competitors, and surface the gaps your site is not addressing. From there, you can make focused updates that improve clarity, credibility, and performance without publishing more content just to stay busy.
Below is a simple, repeatable framework for running an AI-assisted gap analysis in 60 to 90 minutes.
What a Gap Analysis Really Means for a Law Firm Website
A content gap analysis is the process of identifying the difference between:
- what potential clients are searching for (questions, concerns, comparisons, next steps), and
- what your website currently answers clearly and convincingly.
For law firms, gaps usually show up as:
- practice area pages that are too thin or too general
- missing “next step” and process explanations (what happens after someone calls)
- client questions your site doesn’t address (timelines, costs, eligibility, outcomes)
- content that exists, but doesn’t match the way people actually search
AI makes it easier to spot these patterns quickly, but the real value comes from using a structured process.
The Simple Framework: How to Run an AI Gap Analysis in 60–90 Minutes
Step 1: Choose one practice area to analyze
Start small. Pick the practice area that is:
- most important to your firm’s revenue, or
- most competitive in your market, or
- underperforming (low leads, low rankings, low engagement)
Trying to analyze your entire site at once is where most firms lose momentum.
Output: One clear focus area (e.g., “Estate Planning” or “Personal Injury–Car Accidents”).
Step 2: Gather your “inputs” (10 minutes)
You need three things:
- Your URL(s): the main practice page + 2–4 related pages/posts
- Competitor URL(s): 3–5 competing firms’ equivalent pages
- Real questions: 10–15 actual client questions (from intake calls, emails, consults, FAQs)
If you don’t have a question list, start with what people always ask:
- “Do I have a case?”
- “How long does it take?”
- “What does it cost?”
- “What should I do right now?”
- “What are common mistakes?”
Output: A mini “analysis packet” of URLs + a question list.
Step 3: Have AI summarize your current coverage (15 minutes)
Your first AI prompt should not be “find gaps.” It should be: “Tell me what this page currently covers.”
Ask AI to produce:
- the topics covered
- the questions answered
- the key claims/positioning
- what actions it tells the reader to take
- what it does not explain (if obvious)
Output: A plain-English summary of what your page actually communicates today.
Step 4: Have AI extract competitor patterns (15 minutes)
Now give the competitor URLs and ask AI to identify:
- what topics show up repeatedly across competitors
- what they explain that you don’t
- how they structure the page (sections, proof, FAQs, process steps)
- what kinds of reassurance they include (results, testimonials, credentials, outcomes, expectations)
Important: You’re not asking AI who is “better.” You’re asking what expectations your market is setting.
Output: A competitor themes list + common sections/topics.
Step 5: Generate a gap list — but force it into categories (10 minutes)
This is where most AI outputs get messy. Fix it by requiring categories.
Ask AI to list gaps under headings like:
- Missing Questions (what prospects want answered)
- Missing Subtopics (key issues you don’t cover)
- Thin Sections (topics mentioned but not explained)
- Missing Trust Builders (proof, authority, reassurance)
- Missing Next Steps (what the client should do now)
Output: A categorized gap list that you can act on.
Step 6: Prioritize the gaps (10 minutes)
Not every gap is worth filling. Have AI score each gap using three criteria:
- Client impact: does this answer a decision-making question?
- SEO potential: is this a common search intent / topic cluster?
- Effort: can we address it with an update, not a new page?
Then ask AI to produce a simple priority list:
- Tier 1: high impact, low effort (do first)
- Tier 2: high impact, higher effort (plan next)
- Tier 3: low impact (ignore for now)
Output: A realistic action plan instead of an overwhelming list.
Step 7: Turn the top priorities into an update outline (10 minutes)
Finally, tell AI:
- “Create an updated outline for this practice area page that fills Tier 1 gaps.”
- “Include suggested section headings and 3–5 FAQs.”
- “Add a ‘What to do next’ section written for anxious prospects.”
- “Do not add fluff. Keep it concise and practical.”
This gives you a blueprint you can implement quickly.
Output: A revised outline you can hand to whoever updates your site.
What You’ll Usually Find When You Do This
Most small firm websites do not lose business because they lack content. They lose business because they leave decision-making questions unanswered. Prospects are not looking for a law-school explanation of the issue. They are trying to figure out whether they fit, what happens next, and whether your firm is the right call.
Think of the questions running through their head:
Is this my type of situation? Do I have a case? What should I do first? What happens after I call? Why should I trust this firm?
That is what gap analysis reveals. It shows where your site stops short of helping someone decide, and that is often a faster win than publishing something brand new.
Turning Insight Into Action
The real win with AI gap analysis is not the analysis itself. It is what you do next. For most firms, that means refining what already exists before creating anything new. You strengthen key practice area pages so they answer decision-making questions. You add the missing FAQs and procedural clarity prospects are looking for. You reinforce trust with the proof points and guidance that help someone feel confident reaching out. Over time, you publish less, but each page does more work.
That is how your website becomes a business asset instead of a marketing chore.
Want a smarter way to plan your firm’s website and content?
OneFirst Legal helps law firms use modern tools, including AI, to build focused, high-performance websites that support real growth, without the bloat.
