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Focus On: Content for Personal Injury Attorneys

January 29th, 2021 / Kelly Jamrozy / Reading Time: 4 minutes

Search Engine-Optimized Content For Personal Injury Attorneys.Content for Personal Injury Attorneys

Quality search engine-optimized content is important for all law firms. This is especially true for personal injury firms. In part, this is because of the direct-to-consumer nature of personal injury attorneys. Content for personal injury attorneys helps you reach out to clients and grow your firm.

Content is a tool that puts you in contact with people in need of personal injury representation. It also helps you inform and educate potential clients and showcase your firm’s experience dealing with personal injury cases. Your website and the content that it features is your first impression with a client. Content ensures that search engines show your website when potential clients search for personal injury services and once they are on your site, content helps them form a positive opinion of your firm.

What Types of Content Should Personal Injury Attorneys Use in their Marketing Plan?

  • Blogs that address specific topics and current events
  • Static pages that offer non-changing information about the firm
  • Answers to frequently asked questions
  • Information about cases your firm has handled
  • Information about your firm’s activities in the community

In addition to the content featured on your site, you can also use content to market your firm. For example:

  • Email newsletters
  • Guest blog posts
  • Informational content that addresses issues in the personal injury industry
  • White papers and case studies
  • Videos
  • Social media posts

This is not an exhaustive list. The more places you’re able to reach potential clients online the better it is for your firm. Having a solid online presence helps personal injury attorneys establish themselves as an authority in their field. It also allows them to target clients locally. Taking control of your content helps you shape and control your online reputation.

Before you begin creating content for your personal injury firm, or if you’ve been posting content but you’re hoping to step things up in 2021, make sure you:

Understand Your Target Audience

Content is most effective when it’s geared toward the clients you want to work with. Consider who your ideal client is and speak to that person when you create content. In addition to the legal issue they have, think about where they live, how old they are, and what their questions might be. You’re going to work with a more diverse group than this one type of person, but it helps you narrow down and target your message.

Create a Content Strategy

A content strategy gives you a plan to follow and helps you stay consistent with content. The process of content creation can get overwhelming pretty quickly. Knowing the type of content your ideal client prefers and knowing where they hang out online helps you hone in on where to invest your efforts.

Make Keywords a Priority

The vast majority – more than 90 percent – of interaction with your website will begin with a search engine. This means you need to make your content appealing to search engines. People won’t find you unless you do so and keywords are how you appeal to search engines.

There are many tools available for keyword research, but the process can be time-consuming and overwhelming at first. Once you get the hang of it and everything makes sense, keyword research and building SEO is easier. It’s something that intimidates a lot of people, but we offer assistance with the process and all aspects of content planning and marketing. Give us a call if you want to know more about what we can do to make things easier.

Are Using Visuals to Your Full Advantage

People find graphics and pictures appealing, which is why they’re such an important part of your content. They also help you personalize your site’s content.

Even if you use stock photos for blogs, make sure there are plenty of personalized images on your site related to your firm. You want people to feel comfortable and familiar with your firm and seeing faces and images of familiar places helps you achieve this.

Provide Clear Directions about What You Want People to Do Next

Content is an important tool for introducing yourself and educating potential clients. But it’s also the perfect way to let potential clients know what you need them to do so you can help them. Giving them general information about a personal injury topic is helpful, but if they really want to deal with their issue they need legal representation.

Make sure the instructions for what the need to do next is clear and direct. If you want them to submit their information, ask them to click on a link to fill out a contact form. If you want them to call you, include a call now button that’s easy to see. It might seem obvious to you what steps you should take to work with an attorney, but a lot of people are overwhelmed by their situation and not sure what to do next.

If you’re a personal injury attorney who wants to find out more about using content to grow your firm, we can help. Call us to discuss what you’re currently doing and what you’d like to do with your content marketing strategy in 2021.

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