Personal injury attorneys typically work with a wide range of clients who have been hurt in very different kinds of circumstances. One of the biggest challenges on personal injury websites is to create content that can resonate with all the kinds of “perfect clients” you might be looking for. The next biggest challenge is organizing it all in a way that makes sense to readers and leads them toward the right goal.
If you’re having trouble coming up with ideas, you can get started by looking at our general guide to finding topics for website content. However, personal injury law is a broad industry, and your content will benefit from ideas that are a little more focused on what you do best.
Breaking Down the Wide Scope of “Auto Accidents”
In DSS, you can organize your website’s content under different “service areas.” For most personal injury law firms, especially large firms, this is a deceptively simple way to organize big blocks of content into digestible topics for your readers. This can also help you focus your website on the types of clients you’re most interested in working with.
Auto accident cases are a great example of this function in action. If your law firm takes a lot of auto accident cases, you may get better engagement by breaking it down into more specific service areas, such as:
- Car accidents
- Truck accidents
- Bus and transit accidents
- Motorcycle accidents
- Bicycle and pedestrian accidents
- Drunk driving accidents
You can then write content that is focused on the subgroups of auto accidents that are most relevant to your firm, assign it to the appropriate service area in DSS, and give readers much better options for narrowing their search for content on your website. By writing content that speaks directly to the unique circumstances of each subgroup, you will also generate better and more natural “longtail” keywords that help bring more relevant people in from Google searches.
Breaking auto accidents into smaller categories can also help you come up with tons of highly focused ideas for great content. For example, think about what makes a commercial truck accident different from a wreck with a personal vehicle. What kinds of questions would someone have after they’ve been hit by a drunk driver? What kinds of injuries are more common in certain types of accidents? For the auto accident portion of your practice alone, the potential topics are nearly endless.
Talking About Other Kinds of Injuries
Auto accidents are often a major source of cases for personal injury firms, but that doesn’t mean that you should totally ignore other types of cases your firm is interested in. Think about the kinds of cases you would like to see more of or have taken in the past. You may benefit from creating content focused on other subcategories, such as:
- Medical and drug injuries. If medical and pharmaceutical injuries are a component of your practice, consider writing content that is focused on the major subgroups of cases you take. For example, you might write content that focuses on birth injuries, malpractice lawsuits, or mass drug recalls. You might even create a “cluster” of information-rich articles around a very narrow topic or case type to help launch a focused campaign, such as content about knee-implant litigation or mesothelioma lawsuits.
- Premises liability. Dog bites and slip-and-fall accidents may not be your main focus as a personal injury attorney, but you may want to have a few pieces of content that speak to premises liability clients. You don’t have to go crazy creating content for these cases if they aren’t a main focus, but having a few relevant pieces can help bring in potential clients and educate them about the kinds of cases you take.
- Maritime and workplace injury. If you work with clients who have been injured at work or at sea, your content can be the key to their understanding of the different laws and regulations that apply to their circumstances. This is your chance to explain complex information in an approachable way and really show off how you help. Think about what your potential clients need to know after they’re hurt working on the oilfield, with a railroad company, on a vessel at sea, or at an unsafe construction worksite.
- Wrongful death. Surviving family members often have a lot of questions, and you can provide a more comfortable user experience by writing content that is specifically focused on them and their needs after the loss of a loved one to negligence, regardless of the cause.
Keep in mind that you don’t want to generate so many subcategories of your practice that you confuse people, but you do want to break it down enough to funnel readers to the content that is most relevant to them. Just like Goldilocks, you should aim for just enough subcategories to be “just right.”
Curing Your Writers’ Block When You Run Out of Topic Ideas
Check out step two of our guide to estate planning topics to find out how to dig deeper for topic ideas with a quick Google search. This really is a quick and easy way to find out what else is out there, what kinds of competition your potential clients might see when they search, and what kinds of topics you might have overlooked.
If you’re producing a lot of content across a lot of different practice areas, we also strongly recommend that you plan out a content strategy. With a plan in place, you’ll already know what you need to write about and why, which means less time spent staring at a blank page without ideas. An organized strategy also gives you a better foundation for tracking and analyzing your success with the content you write.
Storytelling with case results can also be an awesome source of content that resonates with your readers. Case stories tend to be “evergreen” content that showcases you at your best and educates potential clients by example.
If you’re still having trouble finding engaging topics to write about online, talk to us about a free FWM marketing analysis, which will give you a better idea of how your content is going over with your readers and what you can do to increase engagement with the potential clients who matter most. We are dedicated to your success, and we love talking about how attorneys can create better content for the Web.