Research featured by LawFuel questions whether law firms should stop producing more website content and start improving what they already have.
AUCKLAND, NEW ZEALAND | 28 October 2026
Law firms investing heavily in search engine optimisation may be addressing the wrong problem, according to new research examining 508 law firm website pages.
The research, conducted by digital marketing specialists Global One Digital and featured on legal news platform LawFuel, challenges the familiar advice that law firms need to publish more content and incorporate more keywords to improve their online visibility.
Instead, the study identifies a different concern: repetition across law firm website content.
More Content Does Not Necessarily Mean Better SEO
For years, law firm marketing strategies have focused on expanding website content through additional practice area pages, legal guides, blog posts and keyword-focused articles.
The assumption has often been that more content creates more opportunities to rank in search results.
However, the analysis of 508 pages raises questions about whether this approach delivers meaningful differentiation when law firm websites repeatedly cover similar topics using similar language.
The findings suggest that the challenge is not necessarily that law firm pages contain too little information, but that they may fail to distinguish themselves sufficiently from other content.
Why the Findings Matter for Law Firms
The research arrives as law firms face growing pressure to demonstrate expertise and authority in both conventional search results and AI-powered search platforms.
For law firm partners and marketing professionals, the implications could be significant.
Rather than continually commissioning new website content, firms may benefit from examining existing pages to identify unnecessary repetition, overlapping topics and opportunities to provide more distinctive information.
The study also raises questions about the value of generic legal marketing content that repeats familiar claims about experience, professionalism and client service without providing information that differentiates a firm.
LawFuel: A Challenge to Conventional Legal Marketing
LawFuel, which has covered the business of law and legal marketing since 2001, says the research raises an important question about how law firms allocate their marketing budgets.
The findings challenge the assumption that increasing content volume should remain a central objective of law firm SEO strategies.
Instead, the research points towards a greater emphasis on content quality, differentiation and usefulness.
The study does not establish that repetition alone determines search rankings. It does, however, provide a basis for reconsidering content strategies built primarily around publishing more pages.
Read the Research
The full article, “We Analysed 508 Law Firm Pages. They Are Not Too Thin. They Repeat Themselves,” is available on LawFuel.
LawFuel article:
The original research, including the dataset, charts and methodological limitations, is available from Global One Digital – Check Here
About LawFuel
Founded in 2001, LawFuel is an independent legal news and analysis platform covering law firms, legal technology, legal careers and law firm marketing.
The publication serves legal professionals and industry decision-makers across the United States, United Kingdom, Australia, New Zealand and other international markets.
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LawFuel Editorial Team
Email: lawfuel@gmail.com
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