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How Content Marketing Can Help Bring in Better Personal Injury Leads

Personal Injury

Would you like to generate better personal injury leads for your law practice consistently and effortlessly? Effective content marketing can help you generate quality personal injury leads to meet your practice’s goals. 

Legal content marketing works well for personal injury practices because ideal clients are asking Google and other search engines questions concerning their injuries. If you create high-quality content answering those questions, Google will send traffic your way, and you can convert that traffic into leads. 

The legal industry is competitive, and personal injury law marketing is even more fiercely competitive. You need to get your ideal clients to notice you and take your desired actions.

As a small law firm or solo practitioner, you may not have the marketing budget or resources that bigger law firms have to match them with other law firm marketing strategies. However, content marketing allows you to start where you are with what you have and still secure positive results. 

As a personal injury law firm, you need to generate leads consistently. Content marketing can help you drive traffic to your website, generate leads, and convert them into clients. 

How Legal Content Marketing Generates Personal Injury Leads

If you haven’t taken content marketing seriously as a way to generate personal injury leads, there are several compelling reasons you should do so.

Meet Your Ideal Clients

Your ideal personal injury clients need the services you provide and live in a location you cover. 

Many legal services are localized, and that’s true of most personal injury cases. Many of your potential personal injury clients are at a critical period of their lives in which they may still be recovering from their injuries while exploring their legal options. 

To meet them, you need to position your personal injury law firm where your ideal clients are likely to find you, and that’s what content marketing helps you achieve. By creating content your ideal clients are interested in, you give yourself a chance to appear higher on the search engine results pages (SERPs) when they search for information.

Content marketing also helps you attract the right kind of clients. By creating content around location-based keywords, you can ensure that most of the potential clients who contact you online are those you have the ability to serve.

For example, if you're a car accident lawyer in Dallas, you can create content on “what you should do after a car accident in Dallas.” This will help you attract people in Dallas who are looking for that information, and it will give you more results (in terms of the number of leads and clients) than a general “what you should do after a car accident” piece.

Answer Questions Before Potential Clients Ask Them

With content marketing, you can answer questions your ideal clients may have before they even ask them. For example, using the auto accident scenario, you can create content answering questions a car accident victim may have. This could include questions like:

  • Should I hire a lawyer after a car accident?
  • How much can I recover as compensation after a minor car accident in Dallas?
  • Do you have to call the police after an accident in Texas?
  • How much do lawyers take from car accident settlements in Texas?
  • What is a wrongful death claim?

You can also create FAQ pages answering common questions on particular subjects.

When people search for any of those questions on Google, your law firm’s website may appear on page one.

Position Your Law Firm as an Expert

Content marketing can help you build authority. When you consistently create high-quality content, your audience will start seeing you as an authority in your niche. This can also help you secure backlinks from other websites, which will further increase your rankings.

You can also publish thought-leadership pieces on popular industry websites. Doing so can help you establish your authority, increase your law firm’s online visibility, and drive traffic to your website.

Content marketing can also show off your firm’s personable side, which will help you connect with website visitors and convert them into personal injury leads. 

Increase Your Online Visibility

When people see and engage with your content, it keeps you on top of their minds. So even if they aren’t ready to use your legal services just yet, they can easily decide to contact you when they are.

Use Various Types of Content

Online content comes in several formats, including blog posts, e-books, podcasts, social media posts, and videos. Ideally, you should create content in different formats so you can reach more people through their preferred content medium.

Sharing content in several formats is not difficult. You can simply take one piece of content and repurpose it for other mediums. For instance, you can create a long-form e-book, trim it down into a blog post, and then highlight the key points as a social media post. 

Video content has proved to be an effective way to generate leads, and there are several ways to incorporate videos into your law firm marketing strategy. People love videos, and Google prioritizes websites with video content.

Components of Legal Content Marketing for Personal Injury Leads

If you want to generate personal injury leads from your content marketing consistently, here are three areas to pay attention to:


The goal is not just to create content but to create content that will drive traffic to your website and generate personal injury leads. That means you need to create content people want to consume. 

Always remember that you're creating content for your audience and not for yourself. Develop content around keywords your ideal clients use when searching for relevant information or services that you provide. 

Remember to apply law firm SEO best practices to your content structure. Use keywords in the most important parts of your content, including the heading, meta description, and subheadings.


Your content should, whenever it’s applicable, focus on a specific location. This is because Google’s algorithm prioritizes content that addresses people in a particular location. When someone searches for a keyword or topic, Google will place links that are near the searcher’s location higher in the results. 

Whenever it's possible, include the city, region, or state where you practice to give your content a better chance of appearing higher in the search results. You can also discuss local news and events and share successful local cases you’ve taken on. 


Your content should provide people with helpful information. Create content people will love to read and share. Your content should be engaging and conversational, without all the legalese many lawyers are so fond of. 

The way you present your content also matters. Your content should be easy to read. Some key law firm content marketing writing tips to keep in mind are to use short paragraphs, short sentences, simple words, bullet points, and subheadings. And always include a call to action to direct people on the steps you want them to take after consuming your content. 

Generate More Personal Injury Leads With Scorpion

As with every marketing strategy, you should set measurable and attainable goals for your personal injury content marketing. This will motivate you to track your content marketing results.

An effective law firm content marketing strategy can help you create quality content that drives traffic to your website and generates quality personal injury leads for years to come.

Scorpion helps personal injury law firms develop and implement effective law firm marketing strategies to boost their growth. Contact us to learn how we can help your practice achieve its goals.