Content Marketing Strategy For Personal Injury Law Firms

Personal injury law is competitive by nature. As of 2022, there were 450,000 law firms in the United States. How are you supposed to make your firm stand out against others? The answer?

By having a solid content marketing strategy.

To connect with potential clients, you’ll need to position yourself as an information resource in the community.

Studies show again and again that people tend to purchase products or services from websites that provide them with the information they’re looking for.

However, just any old content isn’t going to do the trick. Well-researched content uses SEO best practices and is written with the client in mind—this content will boost your website and help you find clients.

Understanding Your Target Audience for PI Content

No one knows the typical personal injury client better than you. When creating your content marketing strategy, you’ll want to think about what concerns and questions your clients typically have.

For example, here are some blog posts we’ve written that help answer typical questions a personal injury client might have:

Additionally, you should always have pages or blog posts that answer the very general questions personal injury clients may have. That includes an individual post about damages, liability, injuries, causes, and processes for each type of PI case you handle.

According to SEO guru Andrew Stickel, 82% of people hire the company that gave them the answers they needed during their research phase. By creating content based on questions that actual clients have, you’ll be creating blogs that people actually want (and need) to read.

Content Types and Platforms for PI Firms

There are various types of content and many different platforms that you can post on. Here are a few of our favorite types of content to create for personal injury law firms.

Blog Posts

Writing blog content for personal injury law firms requires a deep understanding of the specific legal issues related to personal injury cases.

A well-written blog should also offer insights into how a personal injury attorney can help clients navigate the complex legal process, negotiate settlements, and advocate for their best interests in court.

In addition, the tone of the content should be approachable and compassionate, reflecting the law firm’s commitment to supporting and representing its clients with dedication and professionalism.

Video Content

As it’s the 21st century, everyone is on the video content bandwagon these days. Video content should be approachable, easy to understand, and informative.

Not only does video content help to provide further information for clients, but it also helps to humanize your law firm. Adding a face to your social media feed reminds clients that you’re a real person, too.

Video content can include video testimonials from clients, quick explainer videos, or interviews with attorneys regarding specific topics.

Social Media

Platforms like Facebook, Twitter, LinkedIn, TikTok, and YouTube all provide unique opportunities for your business. Different platforms host different types of content, so you’ll need different strategies for different platforms.

However, if we had to sum it up in a sentence, you’ll want to post insights, testimonials, news, content from your website, and other helpful information to your social media accounts.

Email Marketing

Email marketing isn’t dead, and a newsletter is a great way to showcase what your firm has been up to for the past few days or weeks. You can include updates for high-profile cases, community events, helpful tips, and so much more.

You can even use a newsletter to follow up with potential clients. Either way, a newsletter is a great way to remind clients of your name and services.

Case Studies and Success Stories

You have so much experience and information at hands-reach. Use it! By creating case studies and sharing success stories, you build trust and credibility with your clients. The more they see from you, the more they’re likely to choose you if something ever happens to them.


Everyone loves an infographic, especially on social media. Providing information that’s easy to understand and digest is a great way to educate your audience about personal injury law.

Infographics are great for social media use, but you can also create them for your blog posts. If there’s a specific statistic or data point that you think is important, an infographic is a great way to get it across.

Read More: Say it with humor: How to use memes in your content marketing

Some Ways to Make Your Content More SEO-Focused

Now that you know what kind of content you’ll need for a successful content strategy, you’ll need to know how to research keywords, optimize your content for Google, and improve your overall SEO.

Keyword Research

Keywords are the tools by which your clients find you. Think of how someone might search for your firm. For example, someone might search “personal injury lawyer near me” or “best personal injury lawyer.” You can use SEO tools to figure out what keywords your potential clients are searching for.

Once you’ve identified those keywords, you can use that information to build your content plan for the week or month. For example, if you selected “Do I need a car accident lawyer?” you might want to write a blog post answering that question.

Optimizing Content

To optimize your content, you’ll want to ensure that you include the following in your blog posts:

  • Headers for structure and to make your content easier to read
  • A meta description. This shows up in the search results. If you don’t add one, Google will pull an excerpt from your content.
  • Images. Always at least one!
  • Internal links. Link out to any relevant content you’ve written in the past.
  • External links. Always try to include at least one link to relevant statistics or a case study.

Location Tags

Because most people search for “lawyers near me,” you’ll want to make sure that your content includes your location. You can do this by simply mentioning your location or adding a map link to your post.

For example, “How to Find the Best Lawyer” can easily become “How to Find the Best Lawyer in Orlando, Florida.”

Learn More: Tips for Creating Content for Attorneys

Utilizing Professional Assistance to Handle Your Content Marketing Strategy

Creating a content marketing strategy for your personal injury law firm may seem like a daunting task, but there are a few steps that you can take now to start building meaningful content that helps your clients find you.

Start thinking about the types of content your potential clients would want to read and the questions you could answer by using different platforms, information, and content types.

And if all of that sounds like too much, you can always hire a professional content marketing firm that works specifically with law firms. To learn more about Site Social SEO and how we can help your law firm grow, contact us at