5 Content Ideation Strategies for Personal Injury Lawyers

Content ideation is a never-ending task in marketing a personal injury law practice.

The stark reality is Google’s ranking algorithm is extremely critical of law firms. The “Helpful Content” updates almost always impact legal websites, and attorneys need to focus on personal injury topics that provide genuine value to prospective clients.

Content marketing and SEO in this field are not tasks for amateurs.

Why is Content and SEO Such a Challenge for Law Firms?

Law firms fall into the Your Money Your Life (YMYL) category, meaning your services have a direct impact on people’s lives and financial well-being.

Google can’t just place any law firm at the top of the search results.

Think about it from their perspective: Say the victim of an injury searches “personal injury law near me” and hires the first firm that shows up on Google. Then, it turns out the firm is run by a scammer who steals the victim’s money and ruins their life.

Now Google’s ranking credibility gets called into question.

This is why Google’s ranking algorithm has checks and balances to ensure law firms are credible. You need to show that you have Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) to earn favorable rankings, and a consistent flow of quality content is the best way to do it. 

In this post, we’re going to provide some battle-tested ideation strategies to keep your content game at peak performance. Let’s dive into it.

1. Good Personal Injury Lawyer vs Bad Personal Injury Lawyer

This approach doesn’t need to be overdone, but it’s super important to show potential clients that you’re one of the good guys.

As you probably know, the vast majority of personal injury clients are in this sticky situation for the first time. They are looking at large medical bills, lost wages, reduced quality of life, and more. There’s a lot of uncertainty, and most people have no idea how the process works.

Some unsavory attorneys take advantage of this to exploit clients.

Your content ideation can be around topics that guide prospects in the right direction when hiring a good personal injury attorney:

• X Ideal Qualities in a Good Personal Injury Attorney
• X Tips for Choosing a Trustworthy Personal Injury Attorney
• X Red Flags to Watch for in Personal Injury Consultations
• X Questions to Ask a Personal Injury Lawyer in the Consultation

In the process of writing these posts on your personal injury blog, you’re showing prospects (and Google’s bots) that you’re trustworthy.

2. Busting the Common Hesitations/Myths

Personal injury law is a field full of misconceptions, and your content creation strategy is a perfect place to clear them up.

Prospective clients have all sorts of objections when hiring a personal injury attorney. To reiterate, most have never been in this situation, and are in a very vulnerable state of mind.

For example, a prospect may be hesitant to hire you because they are scared of high attorney fees. What they probably don’t know is if you work on a contingency fee agreement and they don’t have to pay anything out of pocket.

This is something you can clarify in your personal injury blog topics. 

Think about the common questions you get in consultations.

What do most clients misunderstand about the personal injury process?

This is a gold mine for content ideation.

3. Speaking with Insurance Companies

Ah, insurance companies. The bane of every personal injury attorney’s existence.

Insurance companies do a lot of shady things to minimize payouts in personal injury cases, and prospective clients should be aware of them.

We recently wrote a post for a personal injury lawyer about what victims should say when an insurance company calls after a car accident. More importantly, we talked about what NOT to say.

The gist of the post was that insurance companies are obligated to maximize their bottom line. The client’s best interests are usually secondary. We explained the common trickery these companies use when speaking to victims of accidents.

For instance, they may carefully word a question that could trick the victim into implying fault.

“How fast were you going when YOU ran into the other car?”

Educating people on being careful when talking to insurance companies is one of the most useful topics you can write about on your personal injury blog.

As a personal injury lawyer, you could probably write an entire book on this topic!

4. How to Help Personal Injury Attorneys During the Case

This type of content is really more for you, but it ultimately helps speed up the process, which is in the reader’s best interests.

The message in these content pieces should clarify what the victim’s role is.

You’ll be managing all the legal aspects – communicating with relevant parties, negotiating an insurance claim, etc. Your client’s primary job is to focus on their recovery. But they also need to be responsive to your messages and help gather the necessary documents to form the case.

Content ideation could involve topics like:

• What is Your Role in a Personal Injury Case?
• X Ways to Help Your Personal Injury Attorney Build a Car Accident Claim
• How to Help Your Personal Injury Attorney Speed Up the Claims Process

Attorneys always want proactive clients that help them work more efficiently – without having to chase them down all the time. Creating content that clarifies their role in the process is a great way to achieve this.

5. Safety Tips: What to do Immediately After an Accident

The first steps after an accident are crucial – and not just for safety reasons. The victim’s actions in the immediate wake of an accident can have a sizable impact on how the case shakes out. For instance, admitting (or even implying) fault at a scene can create a host of problems for a personal injury attorney.

Your content ideation plan should involve educating people on the first steps after an accident.

• What to do Immediately After a (Insert Type of Accident)
• The Importance of a Medical Assessment at the Scene of a Car Accident
• What to Say (and Not to Say) to Police Officers After a Car Accident
• X Crucial Pieces of Evidence to Gather Immediately After a (Insert Type of Accident)

Creating content around these topics demonstrates your experience in helping victims of accidents, as well as educating them on the proper protocol to maximize the settlement.

Pro Tip: Leave the Jargon at the Office

One of the biggest mistakes I see on personal injury blogs is the language being used.

Some attorneys believe that using technical jargon and discussing the inner workings of personal injury cases demonstrates their experience to potential clients. The problem with this approach is it provides little to no value to readers. 

Most clients will not be super involved with the claims process. They probably have no idea what the technical terminology means or how it applies – that’s why they hire you. 

Your goal with content ideation is to get people to book consultations.

People searching for personal injury attorneys are in a vulnerable situation. The language in your content should be user-friendly with a compassionate tone.

The Bottom Line

Content ideation for a personal injury attorney shouldn’t be complicated. The general goal of content ideation is to uncomplicate the process for prospective clients.

The most important thing to remember is your personal injury blog (and other content channels) is primarily geared toward everyday people who have been injured in an accident – not legal experts.

Your content ideation practices need to focus on explaining the client’s role in the process and the major actions that impact a personal injury claim. The better you are at educating everyday people, the easier it is to get on Google’s good site.

Are you looking for help with your personal injury blog – or need to kickstart the content ideation process?

Law Edge Solutions specializes in content strategies for personal injury blogs. We’d be happy to steer you in the right direction. Get in touch with us today for a free strategy call!