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July 23, 2025 • 2 mins

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📝 ChatGPT isn’t reading your legal blog like a human—it’s scanning it for trust signals, summaries, and structure. In this episode, Danny and Mike reveal the simple formatting changes law firms should make to help AI tools notice (and recommend) their content. From turning your blog titles into questions to adding short executive summaries, these practical tweaks can boost your visibility in AI-driven searches and improve user experience for real clients visiting your site.

📌 Key Takeaways

  • Blog headlines should be phrased as questions to match how users search in ChatGPT.
  • Add a short summary at the top of every post to boost clarity and SEO.
  • Formatting for AI also improves how potential clients engage with your site.

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 0 (00:00):
At Spotlight we create hundreds of blogs every
single month for law firms andone of the things we are doing
now is tweaking the formatting alittle bit, because the way you
format your blogs, again, ifyou're working with us, we're
going to be doing this for you.
If not, you can do this on yourown.
But there's a few little formattweaks you can make, and the

(00:20):
first is make the headline ofyour blog a question, not a
statement Interesting.
So, for example, let's saywe're talking about estate
planning Instead of somethinglike three ways to get started
with estate planning in NorthCarolina, phrase it as a

(00:41):
question and say what are thethree first steps to building my
estate plan in north carolina?
Question mark yeah, um, that,for whatever reason at this
point in time, um is going toget you more traction with these
ai search bots, which againmakes sense because, like,
that's how people are searchingare typically searching on chat,

(01:02):
gpt, so they're asking aquestion.
So you want to make your blogtitle, you want to format it
like a question, and then don'tjust go into your full, like 500
word article.
Instead put sort of a littlesummary at the very top.
So, like you know, I like tolike put it in italics so it

(01:22):
like feels like a littleexecutive summary, but you're
basically giving the little TLDR, right, too long didn't read
Like give, give, give like a twoor three sentence summary of
everything you're going to sayin your blog.
Again, chat GPT values thatsummary probably more than it
actually values all of thecontent in the blog.
So start with a question, givea quick little executive summary
and then, you know, include therest of your content, and when.

(01:44):
What's cool about this?
Mike is like, not only is this,like the whole point of this
conversation is helping you getfound on chat gpt, but this is
also just helpful for, like,real humans that happen to be on
your website, right, like, whymake them read the entire 600
words if they don't want to givethem the short answer?
And then, for those that do wantall the details, cool, now they

(02:06):
can read the rest of the blogentry, but like.
So what I like about this is as, as we're optimizing content to
help lawyers get found on chatGPT, um, we're also just
creating a better userexperience, um, which which is
awesome.
Thanks for listening to thisweek's episode of the law firm
marketing minute If your lawfirm needs more clients and
better clients.
Make sure you book a discoverycall using the link in the

(02:27):
podcast description.
We'll see you tomorrow.
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