For over 20 years I have created content for my previous companies and other clients. Then, I focused on personal injury content. While the businesses have been drastically different, there is something that remains unchanged: create content for your audience.
Who is your audience?
On the Internet, in the personal injury world your audience is someone who was injured. Let’s say it was a car accident. The person doing the searching may be 14, 16, 21, or 37 years old, or any age really.
They know nothing about personal injury law.
Just this morning I spoke to a bankruptcy attorney who I help online from time to time. Their last call was from someone who was involved in a car wreck. To most people, an attorney is an attorney.
Nobody, and I mean nobody, is going to navigate your site and read your content. It is landing pages. The content needs to answer questions.
The content is not for the judge. The content is not for your competitor. The content is not for your colleagues. The content is for people who never, ever wanted to contact you, hear your name, or see your face.
Your audience is people who want answers.
People want answers, not legalese
I know from writing personal injury content and measuring the traffic to the content what people are searching and which content gets people to call. People want to know if they should call a lawyer if they were partially at fault in an accident. They may Google “Can I still be compensated for my injuries if I wasn’t wearing a seatbelt?” They are not looking up the the concepts behind modified comparative negligence, just as you or I are not trying to figure out how the angular speed of epicyclic gears in our transmission work.
I hope that was a good analogy; to me transmissions are simply black magic.
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Content doesn’t just get read, it improves SEO. In tough niches, content is mandatory.
If you’d like content for your personal injury law firm please either contact us today or see our page on personal injury content.
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