Create Content That Will Attract—and Keep—Personal Injury Clients
Most of the time, when users are searching for personal injury content, they've been in an accident and may be confused about their options. The last thing they want is to read content that overwhelms and stresses them out even more. It’s important that your content points them in the direction of the answers they need.
Personal injury law is unique in the sense that there are so many types of personal injuries, and each type of case is drastically different from the rest. For example, understanding the rules of the road for a car accident case is far different from understanding the proper protocol that a doctor needs to follow to prevent negligence in a medical malpractice case.
One of the best ways to approach content marketing is to divide and conquer. Because there are so many types of personal injury law cases, you might find it helpful to divide your content by the services you offer. This will showcase your range of abilities and make it easier for those who visit your site to find the answers they need.
The most common types of personal injury cases are auto accidents, slip and fall accidents, medical malpractice, workplace injuries, and wrongful death. Based on your practice's specialties, you probably have an idea of what these categories might be for your firm, but you might not be sure where to get started with specific topics. Below are some ideas that you can apply to any personal injury category to get your blog off the ground.
Provide General Legal Advice for Each Personal Injury Service
When you think about what kind of general legal advice you might give to a potential client, think about what questions and concerns your clients approach you with. This might feel intimidating at first, but these topics can actually be quite simple. For example, answering a simple question like, “How do I prepare for a personal injury case?” can be a great way to set basic expectations for your future clients. This can be a straightforward list that explains the process of reaching out to a legal team, speaking with a doctor, gathering the evidence for a case, and the rest of the necessary steps. You can make this blog as general or as specific as you like, as long as you are showcasing your firm’s knowledge and abilities through valuable insight.
Discuss the Ideal Qualities of a Personal Injury Lawyer
If you are a personal injury lawyer, you are probably aware of the unique set of qualities needed to do this job successfully. On the other hand, the vast majority of your clients won’t know what they’re looking for in a lawyer until they find it. They just know that they feel wronged in some way and deserve compensation.
This type of blog gives you the chance to show your clients that you have their best interests at heart while also demonstrating some of the qualities that your firm is proud to embody. It can also be a chance for you to create a positive working environment within your own practice by spotlighting certain members of your team and the accolades they bring to the table.
Provide Useful Safety Tips
As a personal injury attorney, the odds are pretty high that you’ve run into your fair share of accidents. As you have worked with a wide variety of clients who each have their own personal stories to share about what led to their situation, you have likely gathered quite a repertoire of safety knowledge.
This is one topic that can apply to many categories of personal injury law because there are so many kinds of accidents. For example, you could create one blog about how to avoid reckless motorcyclists on the road and another blog about the precautions a doctor is expected to take. This will show your audience that you have experience working with these cases and that you care about their well-being.
Discuss Local Injury Statistics
Did you know that Albuquerque, New Mexico, is considered the most dangerous city for driving? In a given year, there are 18.11 people killed in fatal car accidents per 100,000 city residents, and the city is home to the highest rate of fatal accidents involving distracted driving (5.42 per 100,000 city residents). This bit of information might be surprising to the average person.
Although it’s a somewhat jarring statistic that’s not necessarily uplifting, your local audience is likely interested in learning interesting facts like this about their city. This comes with a load of research, and by presenting them with unique statistics, you are taking some of the stress out of their journey and establishing your law firm as a local leader along the way.
Present Updated Information on the Evolving Legal Landscape
If you wanted to enter a field where you could learn your trade and stick with the same routine for the rest of your career, you probably wouldn’t have gone into law. The law is constantly changing, and it’s important for lawyers to stay up-to-speed on the latest changes if they want to successfully advocate for their clients. In this respect, personal injury law is no different from any other practice.
Your clients might not understand the impact that tort reform has had on personal injury cases, but as a lawyer, you stay aware of these changes on a nearly day-to-day basis. For example, Georgia’s recent tort reform bill, the controversial Senate Bill 68, amended numerous aspects of personal injury litigation, including how lawyers can argue for non-economic damages in court, how damages will be decided, and how people can sue for injuries. News like this affects you and your clients, and you will prove to be a trusted and valuable resource if you convey it to them in a simple, straightforward way.
Use Marketing Experts to Take Your Content to the Next Level
As you can see, when it comes to brainstorming your personal injury law firm content, many of the best ideas come from topics that you already encounter every day in your work. The challenge is to present this content in a way that makes sense for your clients. Think about what they might be searching for and how you can use your range of knowledge to provide them value. In doing so, you will build a relationship of trust with prospective clients and establish yourself as a thought leader in your industry.
Valuable, informative, and well-written content is the building block of your online presence, but your efforts shouldn’t stop there. It is important to think about the bigger picture when it comes to digital marketing. Even if you have a fantastic blog with great content, searchers won’t stick around for long if your site looks old, outdated, or cluttered. If they come across your site and leave immediately, this will increase your bounce rate, which won’t help you rank on Google.
Making your website easy to use with a thoughtful and engaging design will work wonders for your bounce rate. If you’d rather focus on giving legal advice and feel overwhelmed by the idea of designing and creating content for your website, some help from legal marketing experts can take this burden off your plate. A solid marketing team can help you design a visually appealing, user-friendly site, as well as craft interesting and informative content to keep people on the page. This can significantly boost your Google rankings and make it easier to turn visitors into clients.
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