In this post, we provide 11 evergreen page topics and 10 blog topics that personal injury attorneys can use to develop a content plan for their law firm websites or to continue adding content to their sites, along with suggestions about how to maximize the effectiveness of each suggested topic. [13-minute read]
When adding content to your law firm website, remember to link to other relevant pages on your site using a strategic internal linking structure. When done right, content is the most effective law firm SEO activity, and it can easily be done without paying a marketing agency.
Evergreen Personal Injury Page Topics
If the information on a given topic is not likely to change frequently — including detailed information about most laws — consider adding the content to an evergreen page on your site and linking to it directly within your site’s navigational structure rather than adding a post about it to your blog.
You should create a dedicated page for each type of injury (and/or specific scenario in which a potential client might be injured) which might warrant a lawsuit that your firm is willing to file and/or litigate on behalf of a client.
Once you’ve added some general content to your site for each type of injury or scenario relevant to your practice, drill down into specific information for each section by focusing on long tail search phrases that your potential clients are likely to enter into search engines about their injuries.
Don’t presume that your potential clients know that they can (or should) file a lawsuit related to their injury. Your law firm website might also attract clients who are looking for information about the circumstances surrounding their injuries before they are even aware that the injury they sustained could potentially entitle them to damages.
The content of this blog post is not a complete list of topics that could be covered on a personal injury law firm’s website. Still, these suggestions might prove helpful if you’re looking for content ideas that could benefit your site’s online visibility for relevant search queries.
1. Define each type of injury your firm will accept as a case, along with scenarios in which such an injury could be sustained, on its own dedicated evergreen page — From injuries sustained in auto accidents, to dog bites, to medical malpractice, and injuries sustained as a result of dangerous conditions on private property, each of your clients is likely to have a unique story about their personal injury case. Those clients are likely to search online for information specific to their injury or circumstance. Try to cover as many of these potential situations on a dedicated page on your site in order to maximize the chances of potential clients finding you in search engine results.
Get more granular — Start by covering general cases and common scenarios that could potentially lead to a personal injury case (such as auto accidents) then drill down into specific examples within those general cases (such as being hit by another car while parked, being rear-ended, being hit by a red-light runner, etc.). You can also add information about who is able to file a claim, especially where a third party is able to (or must) file suit on behalf of a loved one.
2. Statutes of limitations — If your potential clients are not aware that their injury could warrant a payout of damages from the party responsible for that injury, they may not take immediate action. Other potential clients may have other reasons to hold off on filing suit, so it is a good idea to offer information on your law firm website about the statute of limitations in each personal injury scenario you cover on your site.
Get more granular — Begin by offering information about the time frame during which a suit can be filed, including when the clock starts ticking on the statute of limitations for a particular claim at both the state and federal levels. Then get more specific about extenuating circumstances that could affect those statutes, exceptions to statute of limitation clauses (such as the delayed onset of related illnesses like cancer or cases involving children), as well as other options that might exist to pursue a case if the statute of limitations on a particular claim may have run out.
3. Discuss the process for bringing about a claim — As soon as your potential clients are aware that they might have a case based on the circumstances of their injury, they will likely want to know what it takes to bring a case to court. Provide detailed information about the process of filing suit for each of the situations covered on your law firm website. Describe the legal theory behind this type of personal injury claim. For example, explain how negligence is determined and provide examples for each element.
Get more granular — Begin by discussing the basic steps and general timelines for filing suit in each specific case, then go into further detail about extenuating circumstances which may affect those timelines, settlements that can come from a successful suit, and when and how your client will need to be involved with that process directly.
4. Talk about who can be held responsible in each case — Your potential clients may not know who will be paying the damages they receive should they earn a favorable verdict in a personal injury lawsuit. They may think that the funds will come from an individual rather than an insurance company, or they may not realize that damages could actually come from multiple parties. Provide some context and insight on your site for those potential clients.
Get more granular — Begin by focusing on the primary responsible party for each type of injury your firm is willing to take, then branch out to cover other potential responsible parties (e.g., insurance companies, product and drug manufacturers, hospitals, and ambulance companies in the case of medical malpractice suits, to name a few). Describe whether comparative or contributory negligence laws in your state affects the degree to which each party may be found at fault.
5. Discuss possible damages — Your potential clients may know that they can receive damages to cover their medical expenses, and they may even know that those damages can cover pain and suffering. They may not be aware that damages can extend to items such as lost income, consortium, or the lost wages of a spouse or family member who now must care for the injured party in some capacity, however.
Get more granular — Offer a general overview of the damage categories that are offered under the law (medical expenses, lost wages, punitive damages, etc.) then go further by offering specific examples for each category as they apply to each injury or potential suit you cover on your site.
6. Possible treatments for serious injuries — Your potential clients who have been recently injured are likely to search for ways to deal with their injury (or injuries) before they realize that they may be entitled to damages. Offer some insight about how to manage and treat certain injuries on your law firm website.
Get more granular — If you plan to offer medical advice on your blog, interview a doctor or other health professional to ensure the accuracy of your content and help build authority for that content. Start by covering the most serious injuries and then drill down into other less serious injuries over time.
7. Additional resources for the injured — In addition to looking for information about their injuries and how to care for or manage them, your potential clients may also look for other resources to help deal with their health-related circumstances.
Get more granular — Provide information about local physical therapists, in-home caregivers, and other resources your injured potential clients might find useful. Discuss the services available in or near your community in general, then get more specific by interviewing providers who work at or with those entities. You can also outline the specific services offered by those groups or individuals.
8. Courts and court procedures — For those who do not work in the legal field, the notion of beginning court proceedings is likely to be intimidating. Eliminate the mystery and stress associated with this process by outlining it for your potential clients.
Get more granular — Talk about the general steps of litigation on a dedicated page, then add specific process information to pages focused on each type of accident/injury your firm covers. You can also expand on that general procedural page over time by adding information about where and when your clients will need to be directly involved, as well as by discussing potential extenuating circumstances that can affect timelines.
9. Relevant types of evidence for each potential case — In some personal injury cases, such as medical malpractice cases, it can be difficult to meet the necessary burden of proof that will ultimately result in a payout of damages. Get your potential clients thinking about relevant and admissible proof of their claims early in the process by explaining the types of evidence relevant to each case your firm will accept.
Get more granular — Types of evidence relevant to personal injury cases can be covered on a dedicated page that discusses categories of evidence (such as direct, circumstantial, and tangible pieces of evidence), then you can go into detail by providing specific examples under category for every type of injury or case your firm takes.
10. Dealing with insurance companies — Insurance companies often play a major role in personal injury litigation. Explain to your potential clients how (or how not) to deal with those entities in order to maximize their chances of reaching a favorable verdict in their case.
Get more granular — Write generally about how to deal with insurance companies, other parties in a case, and insurance company lawyers on a dedicated page of your site, then go into detail about specific types of insurance companies, including what an injured person can expect to hear or receive from those entities and what they should or shouldn’t offer those entities before filing suit. There will likely be a number of specific questions you can address with regard to insurance companies for your potential clients, depending on which stage in the communication process your potential clients are in when they decide to reach out to an attorney.
11. Overcoming waivers — In many personal injury cases, especially those that occur on commercial property or at the hands of a health professional, your potential clients may have signed a waiver before they were injured. They may or may not be aware that waivers can be broken as a result of gross or willful negligence or lack of informed consent.
Get more granular — Cover waivers in general on your blog and discuss the process by which those waivers can be made invalid. Go into detail about what constitutes gross or willful negligence on the part of a property owner, service provider, or other entity. There are a nearly endless number of examples you can provide in this context and each one could prove relevant to your potential clients.
Potential Personal Injury Blog Topics
Statistics on incidents, accidents, and injuries in your community — It can be easy to find statistics about the most dangerous intersections in your community, for example. You can also cover statistics about the most common personal injury cases, the most common types of injuries in your community or nationally, as well as stats about verdicts and damage awards, all of which could prove interesting and relevant to your potential clients.
Safety tips — Your website visitors, fellow community members, and potential clients (especially parents) are likely to be interested in safety tips for drivers, cyclists, and athletes. Provide relevant safety tips on your blog and include a call to action with such posts for those who may have been injured while participating in these activities.
Accidents and negligence-related injuries that occur in your area — When someone is injured or is in an accident in your community that could potentially result in litigation, it will likely be of interest to your potential clients. Cover such incidents on your blog and offer legal insights where you can.
Relevant changes in the law — Some changes in the law (such as texting and driving laws) can either have implications for personal injury cases or can otherwise provide an opportunity to discuss the potential for accidents or other situations that may lead to personal injury cases.
Local verdicts and decisions — Cover other personal injury decisions in your community on your blog, even when those cases were litigated by other attorneys. This can give you an opportunity to talk about what was done correctly and where there may have been shortcomings in those cases, which can give authority to your content and show your competence and knowledge to your potential clients.
High profile verdicts and decisions — Much like with local personal injury verdicts and decisions, high profile decisions — especially when they include high-dollar payouts — may be of interest to your potential clients, and may even help convince them to pursue litigation.
New attractions in your area — New attractions like parks, theme parks, and museums in your community may be of interest to your potential clients. But when those attractions are new, or not properly tested, they could also present the possibility for future personal injury lawsuits. Go deeper into these topics by looking into the parent companies of those entities and discuss their track record for safety on your blog, especially when that record proves inconsistent.
Significant changes to roads and transit in your community — New construction can lead to increased safety for roads and other public transit elements, but construction projects and new additions to public services can also present unforeseen obstacles and hazards. Discuss these changes on your blog and offer your contact information to those who might find themselves injured after such changes are implemented.
Appeals — Your potential clients may not know that a personal injury verdict can be overturned on appeal, but insurance companies are likely to challenge high-dollar damage decisions against them. Though it may not be appropriate to cover this topic on an evergreen page of your site, an overturned verdict could present an opportunity for you to discuss how you might have handled the same case differently.
New findings and discoveries that could lead to personal injury lawsuits — As a personal injury attorney, it’s always a good idea to keep up on general commercial oversights, such as findings that indicate that products, drugs, or vehicles were made and distributed with defaults that could harm consumers. Cover these discoveries and revelations on your blog and give those in your community who may have been harmed by these products a potential path toward compensation.