How to Use AI to Review Your FindLaw Website
Artificial intelligence has become one of the most valuable tools available to law firms. Instead of simply asking AI to write blog posts, you can use it to review your website, identify missing content, compare competitors, and uncover opportunities that may have been overlooked for months—or even years.
If you’re a FindLaw customer, this exercise can also help you understand exactly what work has (or hasn’t) been performed on your website recently.
The key is knowing what to ask.
Step 1: Ask AI to Review Your Website
Start with a simple review of your website. Modern AI tools like ChatGPT, Claude, and Gemini can review publicly accessible websites and provide surprisingly detailed feedback.
Please review https://YOURWEBSITE.COM as if you were evaluating a law firm's website. Tell me: • What is working well • What needs improvement • Opportunities for SEO • User experience improvements • Content gaps • Lead generation opportunities Be as detailed as possible.
Don’t worry if you don’t understand every recommendation. You’re building a list of opportunities, not making changes yet.
Step 2: Ask AI About Missing Content
One of the biggest weaknesses on many FindLaw websites is simply not having enough content. Many firms have excellent attorneys but only a handful of practice area pages.
Review this website and tell me: • Which practice areas appear to be missing? • What pages are too thin? • What legal questions are not answered anywhere on the site? • What pages should be expanded first?
You’ll often discover dozens of topics that prospective clients are searching for but your website never addresses.
Step 3: Ask About FAQ Opportunities
FAQ content has become increasingly valuable for both traditional search engines and AI-powered search results. Many older FindLaw websites have very little FAQ content or none at all.
Review this law firm's website. For every practice area, list the 10 most important questions prospective clients are likely to ask that are not currently answered on the website. Prioritize questions that could become dedicated FAQ sections or standalone FAQ pages.
Step 4: Compare Your Website Against Competitors
One of AI’s biggest strengths is comparison. It can quickly identify subjects your competitors cover that you don’t.
Compare https://YOURWEBSITE.COM against these competitors: Competitor #1 Competitor #2 Competitor #3 Which website would you recommend to a prospective client? What topics do the competitors cover that this website does not? What should be added or improved?
Step 5: Ask About Technical SEO
Content is only part of the equation. AI can also identify many common technical SEO opportunities.
Review this website for technical SEO opportunities. Specifically look for: • Missing FAQ Schema • LocalBusiness Schema • Attorney Schema • Weak title tags • Weak meta descriptions • Internal linking opportunities • Thin pages • Duplicate content • AI search readiness • llms.txt recommendations
Step 6: Prioritize the Work
The final step is probably the most valuable.
AI can easily generate hundreds of suggestions, but not every recommendation deserves your attention.
If this law firm only had the budget to improve ten things this year... Rank the ten highest-impact improvements. Explain why each recommendation matters. Estimate whether each task would take minutes, hours, or days to complete.
Now you have an actual roadmap instead of a random collection of ideas.
Remember: AI Is a Reviewer, Not a Replacement
Modern AI has become incredibly good at identifying opportunities, but it doesn’t know your firm’s goals, your budget, or your market the way an experienced legal marketing professional does.
The best results come from combining AI’s ability to analyze information quickly with someone who understands what recommendations are actually worth implementing.
At Swell Sites, AI has become part of every website audit we perform—but experience still determines which improvements move the needle and which ones simply create more work.
30 AI Prompts Every FindLaw Customer Should Try
Once you’ve completed the basic website review above, you can go deeper.
The prompts below are designed to help you examine specific parts of your FindLaw website, including content, SEO, conversion, competitor positioning, technical structure, and AI search readiness.
Replace YOURWEBSITE.COM with your actual website address before copying each prompt.
Overall Website Review
Review https://YOURWEBSITE.COM as a law firm website. Tell me: • What is working well • What needs improvement • What may be confusing to prospective clients • What could improve SEO • What could improve lead generation • What important opportunities appear to be missing Be specific and prioritize the most important issues.
Be completely honest. If https://YOURWEBSITE.COM were competing against the best law firm websites in this market, where would it fall short? Identify weaknesses in: • Content • Design • Trust • Navigation • SEO • Calls to action • Attorney positioning • Practice area depth
Imagine you are a prospective client visiting https://YOURWEBSITE.COM for the first time. You have 30 seconds to decide whether to keep reading or leave. What is your immediate impression of the firm? What is clear? What is confusing? What questions do you still have? Would you contact this firm? Explain why or why not.
Content Review
Review https://YOURWEBSITE.COM. Based on the firm's stated areas of practice, identify any important practice area pages that appear to be missing. Also identify: • Subtopics that deserve their own pages • Services mentioned briefly but not explained • Topics prospective clients are likely searching for • Opportunities to create more specific pages
Review the pages on https://YOURWEBSITE.COM. Identify any pages that appear too short, too general, outdated, or lacking useful detail. For each thin page: • Explain what is missing • Suggest sections that should be added • Suggest questions the page should answer • Explain whether the page should be expanded, combined, or rewritten
Review https://YOURWEBSITE.COM for pages that cover similar topics. Identify: • Pages that may overlap • Pages that may compete for the same search intent • Repetitive content • Pages that should be combined • Pages that should be differentiated more clearly Explain how you would reorganize the content.
Review https://YOURWEBSITE.COM from the perspective of a prospective client. What important legal, practical, financial, or procedural questions are not answered anywhere on the website? Organize the missing questions by practice area.
FAQ Opportunities
Review https://YOURWEBSITE.COM. Identify the best opportunities to add FAQ content. Recommend: • Sitewide FAQ pages • Practice-area-specific FAQs • FAQs for attorney profile pages • FAQs for the contact page • Questions that deserve standalone pages Prioritize the most valuable FAQ opportunities.
For every major practice area on https://YOURWEBSITE.COM, list the 10 most important questions prospective clients are likely to ask. Do not repeat questions already answered clearly on the website. Focus on practical questions that could help a visitor decide whether to contact the firm.
Review https://YOURWEBSITE.COM for questions that could be answered more clearly for: • Google featured snippets • AI Overviews • ChatGPT • Claude • Gemini • Other AI-powered search tools Recommend specific questions, headings, and short answer formats that could improve visibility.
SEO Review
Review https://YOURWEBSITE.COM specifically for local SEO. Evaluate: • City and regional targeting • Office location information • Practice area and location combinations • Local trust signals • Attorney location relevance • Internal links to location content • Opportunities for city or county pages • Consistency of the firm's name, address, and phone number Prioritize the most important local SEO improvements.
Review the internal linking structure of https://YOURWEBSITE.COM. Identify: • Important pages that are difficult to reach • Pages that need more internal links • Practice areas that should link to related FAQs • Blog posts that should link to core service pages • Attorney pages that should link to practice areas • Opportunities to improve navigation between related topics Provide specific linking recommendations.
Review the page titles and meta descriptions on https://YOURWEBSITE.COM. Identify any that are: • Missing • Duplicated • Too vague • Too long • Too short • Poorly targeted • Lacking a geographic reference • Lacking a clear reason to click Suggest improved versions for the most important pages.
Review the heading structure on https://YOURWEBSITE.COM. Evaluate the use of: • H1 headings • H2 headings • H3 headings • Question-based headings • Geographic headings • Practice area headings Identify any pages with confusing, repetitive, or poorly organized headings and suggest a better structure.
Review https://YOURWEBSITE.COM for pages that may compete with one another for the same topic or search intent. Identify: • Overlapping practice area pages • Competing blog posts • Similar location pages • Duplicate FAQ topics • Pages that should be consolidated • Pages that need clearer targeting Explain how each issue should be resolved.
AI Search Readiness
Review https://YOURWEBSITE.COM for visibility in AI-powered search. If ChatGPT, Claude, Gemini, Google AI Overviews, or another AI system were looking for reliable legal information, what content on this website would be most useful? What important information is missing? What pages should be rewritten to provide clearer, more direct answers?
Review https://YOURWEBSITE.COM and determine whether the website clearly establishes: • The firm's full name • Each attorney's name • Attorney experience • Bar admissions • Practice areas • Office locations • Geographic service areas • Awards and credentials • Professional memberships • Media appearances • Case results • Community involvement Identify any missing or inconsistent information that could weaken search or AI understanding.
Review https://YOURWEBSITE.COM for structured data and Schema opportunities. Look for opportunities involving: • LegalService Schema • Attorney Schema • Person Schema • Organization Schema • LocalBusiness Schema • FAQPage Schema • Breadcrumb Schema • Article Schema • Review Schema • Video Schema Explain which types appear to be missing and where they should be added.
Review https://YOURWEBSITE.COM for AI crawler readiness. Determine whether the website has an llms.txt file. If it does not, explain whether creating one would be useful. Then draft a suggested llms.txt file that includes: • The firm's name • The firm's main practice areas • Attorney profile pages • Important service pages • Office location pages • FAQ resources • Contact information • Other important website resources
Conversion Review
Review every major page on https://YOURWEBSITE.COM. Evaluate whether the calls to action are: • Clear • Visible • Specific • Relevant to the page • Repeated appropriately • Easy to use on mobile • Likely to encourage contact Identify weak or missing calls to action and suggest better wording.
Review https://YOURWEBSITE.COM for trust signals. Identify which of the following are present, missing, weak, or poorly displayed: • Attorney experience • Client reviews • Case results • Awards • Board certifications • Bar admissions • Professional memberships • Media mentions • Community involvement • Testimonials • Photos • Videos • Office information • Clear contact options Recommend the most important trust improvements.
Review https://YOURWEBSITE.COM and determine how easy it is to contact the firm from every major page. Evaluate: • Phone number visibility • Contact forms • Mobile click-to-call buttons • Office addresses • Consultation language • Contact links in the header and footer • Calls to action within page content • After-hours contact options Identify anything that may prevent or discourage a visitor from reaching out.
After reviewing https://YOURWEBSITE.COM, answer this question: Why should a prospective client hire this law firm instead of another firm in the same market? If the answer is not clear, explain what the website should emphasize more strongly.
Competitor Analysis
Compare https://YOURWEBSITE.COM against these competing law firms: Competitor #1: [INSERT URL] Competitor #2: [INSERT URL] Competitor #3: [INSERT URL] Evaluate: • Content depth • Practice area coverage • Attorney credibility • Calls to action • Trust signals • User experience • Local SEO • FAQ content • AI search readiness Which website would you recommend to a prospective client, and why?
Compare https://YOURWEBSITE.COM with these competitors: [INSERT COMPETITOR URLS] Identify: • Topics competitors cover that this website does not • Practice area pages that are missing • FAQ opportunities • Stronger trust signals • Better calls to action • Better local content • Topics this firm could cover more thoroughly than competitors
Review https://YOURWEBSITE.COM and identify the firm's strongest potential competitive advantages. Consider: • Attorney experience • Practice focus • Local roots • Board certification • Trial experience • Case results • Client service • Accessibility • Fee arrangements • Unique professional background Which strengths should be emphasized more clearly on the website?
Technical and User Experience Review
Review https://YOURWEBSITE.COM for technical SEO problems that can be identified from a public website review. Look for: • Broken links • Redirect problems • Duplicate pages • Missing or weak canonical tags • Poor mobile usability • Slow-loading elements • Oversized images • Missing alt text • Poor heading structure • Indexing issues • Sitemap problems • Robots.txt problems • Schema errors Prioritize the issues by likely impact.
Review the navigation on https://YOURWEBSITE.COM. Evaluate: • Main menu organization • Practice area dropdowns • Mobile navigation • Attorney links • Contact links • Blog or resource links • Location links • Footer navigation • Page depth • Ease of finding important information Explain what you would change and why.
Review the homepage of https://YOURWEBSITE.COM. Create a stronger homepage outline designed to convert visitors into consultation requests. Include recommended sections for: • Hero message • Primary call to action • Practice areas • Attorney introduction • Reasons to hire the firm • Reviews or testimonials • Case results • FAQs • Service area • Final call to action
Prioritize the Work
Imagine this law firm has the budget and time to improve only 10 things on https://YOURWEBSITE.COM this year. Rank the 10 highest-impact improvements. For each recommendation: • Explain the problem • Explain why it matters • Describe the recommended change • Estimate whether it would take minutes, hours, or days • Estimate whether the likely impact is low, moderate, or high Focus on improvements most likely to increase visibility, credibility, and qualified leads.
How to Get Better Answers From AI
The first answer you receive is rarely the final answer.
Use follow-up prompts such as:
- Why do you recommend that?
- Which issue should I fix first?
- Can you show me an example?
- What information did you rely on?
- Which recommendation is most likely to generate leads?
- Which recommendations are optional?
- Which suggestions might create SEO risk?
- Can you turn this into a prioritized action plan?
You may also want to run the same review through more than one AI platform. ChatGPT, Claude, Gemini, and other tools may notice different issues or prioritize the work differently.
Do Not Assume Every Recommendation Is Correct
AI can identify useful opportunities quickly, but it can also misunderstand a firm’s priorities, overstate the importance of a technical issue, or recommend creating pages that do not make sense for the practice.
Use AI to generate questions, identify gaps, and organize ideas. Do not automatically make major changes without considering the firm’s actual services, market, budget, and goals.
Use the Results to Evaluate Your FindLaw Service
Once AI has identified the most important opportunities, compare those recommendations with the work being performed under your current FindLaw agreement.
Ask whether your website has received:
- New practice area pages
- Expanded core content
- New FAQ sections
- Improved internal linking
- Updated attorney information
- New Schema markup
- Improved calls to action
- Updated title tags and meta descriptions
- Local SEO improvements
- Meaningful preparation for AI-powered search
A website does not improve simply because a monthly invoice is being paid.
The value comes from the work being completed, the problems being corrected, and the measurable benefit the firm receives.