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It’s no surprise that from a marketing perspective, the personal injury sector within the law is one of the most competitive in the U.K. This can often be seen as a threat for legal professionals who aim to stand out in a crowded environment and build trust among their audience. The key? Great quality content.
It seems that increasingly more people experiencing a personal injury are searching for answers to questions about these cases. They’ve seen everything, which means they will be aware of any fluff, filler, or sales pitch.
Great content makes for better SEO which means your law firm has all the chances to reach the uppermost place in Google’s SERPs. If people like, or more importantly, find useful the information you provide, they might consider your firm a serious option if and when they need legal advice. Stay ahead of the curve with these content marketing ideas for personal injury firms.
Personal Injury Topics Are Evergreen
These topics discuss issues and legal topics that rarely change. Generally, they don’t require updates, but it’s a great idea to use such content in blogs periodically to ensure specific keywords are used. The best part about evergreen topics in the personal injury sector is that they can be discussed from different perspectives and angles.
Also, they should constitute a critical part of your website’s navigational structure. For instance, having dedicated pages for evergreen topics can be used to link other pages that focus on long-tail search phrases that your audience might search. Suppose you have a page for work accidents, in that case, the same page can be used as a hub for pages that focus on various topics related to a workplace accident, including geo-specific pages.
Examples of evergreen content:
#1 How to file a claim
For audiences interested in how to file a personal injury claim, creating topics that discuss the difference between a personal injury lawsuit and a personal injury claim might help more than you think. Individuals who have never experienced an injury or been involved in an accident may not understand their legal rights.
Your evergreen content is the perfect chance to broadly discuss these topics while also linking to pages and resources that provide in-depth information about such claims.
#2 Create dedicated practice area pages
Any reputable law firm has a dedicated landing page for each type of personal injury law they handle. These pages should cover every practice area, from dog bites, car accidents, slip and fall accidents, construction accidents, medical malpractice, and wrongful death.
But to be effective, these practice area pages must cover as many topics as possible related to the personal injury case to create as many keywords related to the topic. A great way to keep users longer on your site is by adding internal links to pages that provide additional information.
#3 Have a page dedicated to deadlines
A page discussing the “Statute of Limitations” for filing a personal injury claim is a must for every personal injury law firm. Because searches for keywords related to the statutes of limitations are, well, unlimited, creating a page that optimises your SEO for these keywords can improve your website traffic.
There’s also the case that people are unaware of the deadlines for these claims, which means they may not act quickly to file personal injury claims. Creating content about the statutes of limitation can encourage audiences to contact your law firm for a consultation.
Google My Business
Personal injury firms are normally focused on serving within a specific area. It’s safe to assume that having an address or physical location associated with your place of work is a must. According to PersonalInjuryClaimsCare.org.uk experts, for search engines like Google, being locally relevant is a top-of-mind priority in order to be able to rank you in the SERPs when people are searching for local personal injury solicitors. With Google My Business listing, you can add detailed information about your company, starting with:
- Location or Complete address
- Description of your law practice
- Different cases you service
- Your service area
- Media assets such as videos and images
- Contact number where clients can directly reach you
- Relevant or useful posts in regard to your area of practice
A key component of your Google My Business profile will be the reviews. If any of your previous clients have declared themselves happy with your service, we highly suggest you get into the habit of having them leave you a review on Google. In doing so, you will create more visibility for your website and provide more context for people who are evaluating your business against another.
Be Active on Multiple Socials
Besides quality content and relevant topics, social media tools allow for more engaging ways to build a strong online presence to market your law business. Unlike legal directories, social media platforms are free to use and can be very impactful in reaching organic audiences if you’re providing valuable content.
Because a victim of a personal injury case can be of any region, we consider that being present on the most mainstream platforms is important. We recommend being active on social channels like:
- TikTok
- YouTube
Creating profiles for these platforms is easy, but the point is you need to be recognized in order to provide as much value as possible through engagement and education. That means you might need to:
- Post frequently regarding popular and relevant topics
- Share client success to build credibility
- Provide a professional opinion on common personal injury cases
- Provide guidance on what to do if an unfortunate injury occurs
In addition to increasing your website’s audience, social media profiles provide valuable backlinks to your website, giving positive signals to Google’s search ranking bots.