Content marketing for personal injury law firms
Content marketing, in this plan, covers the Strategic Content Assets we draft every month: pages and posts that describe the firm's practice areas, its cities and counties, and the ways to reach its intake line. The subject is who the firm is and where it works. The law, any person's situation and anything a firm has achieved stay out.
The attorney reads each asset before it is published. Advertising rules for lawyers sit with the attorney alone, so any line the attorney wants altered or dropped is altered or dropped.
A timing sheet for the month
Picture the monthly content marketing set as a timing sheet. Each asset sits at an offset from the one before it so the route stays in step: one asset sets out the scope of a practice area page, the next describes a county the firm covers, the next explains how the front office receives calls and forms.
Every asset has a job on the route. It props up a practice area page, a city page or the contact page, and it borrows the very wording the Maps listing carries. That sameness also hands AI search a steady text to read.
A higher tier brings a larger monthly set of assets, and the cards lower down give each tier's figure.
Four kinds of asset the month is built from
- Scope pages
A practice area page that states its own territory
For car accident, truck accident, motorcycle and slip and fall pages, the asset sets out what the page is for and which cities it serves. It holds no description of any incident.
- County pages
One asset for each county on the service map
A county asset names the place, lists every practice area page the firm runs and points to the intake line from there. Cities the firm does not serve never appear.
- Firm pages
Text drawn only from what the attorney supplies
Any page about the firm uses names and wording the attorney hands over. We never invent a team, a history or a photo.
- Contact pages
Where and how a visitor gets to the front office
These assets describe the intake number and the form, and the form on a landing page has three boxes. Nobody is asked to explain a situation.
Asset types, scope and what is kept out
| Asset | What it covers | Left out on purpose |
|---|---|---|
| Practice area page | The area the page is named for and the cities it serves | Any account of an incident or what followed it |
| County page | Where the firm serves and which practice areas apply there | Comparisons with other firms |
| Firm page | The firm name and the people the firm chooses to list | Invented staff, history or photos |
| Contact page | The intake number plus the three boxes on the form | Requests to describe a situation |
| Route index page | A list that points to every practice area and city page | Statements about what the firm achieves |
How one asset travels from idea to live page
Pick the next stretch of the route
We choose the practice area, city or county that has no asset yet, working from the firm's own list of areas served.
Draft in everyday words
The draft covers who, where and how to ring the firm. A sentence that drifts toward the law or a person's situation is cut.
Hold it for the attorney's read
The attorney reads the draft before it is published. A marked copy returns to us, and the next draft follows those marks.
Publish and note the date
The asset goes onto its page, and the date is entered on the timing sheet so the next asset is offset from it.
Jobs every monthly asset is set up to do
- Name the practice area or place it is about in the first sentence.
- Use the firm name and intake number exactly as the Maps listing shows them.
- Link onward to the matching practice area or city page.
- Say where the firm sits and which line to ring, and nothing about anyone's situation.
- Avoid each word that says or hints at what a firm achieves.
- Leave out all wording about fees, offers and speed unless the attorney adds it.
- Carry only names, dates and details the attorney has supplied.
- Reach the attorney for a read before it goes live.
Content beliefs that need correcting
Said at the partner meetingContent marketing means explaining the law to readers.
What the timing sheet showsNot in this plan. An asset covers the firm's name, its territory and its intake line; legal explanation is no part of what we write.
Said at the partner meetingMore posts always bring more calls.
What the timing sheet showsVolume alone moves nothing. Each asset props up one page, and the calls and forms landing on that page are what gets counted.
Said at the partner meetingContent is written once and left to run.
What the timing sheet showsThe monthly set keeps the timing sheet current: a new county, a changed intake number or a new practice area page earns its own asset.
Strategic Content Assets inside the search plans
What the timing sheet carries for each search plan
- A first look at the existing website, listing and directory entries
- The firm's Google Business Profile cleaned up and kept matching the site
- Duplicate directory entries found and merged into one
- Past clients are invited to leave reviews on a set rhythm, and every reply waits for the attorney's approval
- A plain fact sheet about the firm that AI assistants can read
- A report at month end covering pages, calls and forms
Silver
$1,495/month
Search work for a firm that already likes its website.
- Landing pages each month: twenty-five
- Strategic Content Assets monthly: four
Gold
$2,495/month
A wider page count, with the website built and looked after by us.
- Landing pages each month: fifty
- Strategic Content Assets monthly: eight
- The firm's website, designed by us and maintained by usCut from this price
Platinum
$3,495/month
The widest page count, with the website and its upkeep included.
- Landing pages each month: one hundred
- Strategic Content Assets monthly: twelve
- The firm's website, designed by us and maintained by usCut from this price
Over and above these prices come the click charges, which the platforms put on your card. Startup fees do not exist here and no term is signed.
What a firm asks before the first asset is drafted
Who picks the subjects for each month?
Will assets mention specific case types?
Can the attorney rewrite a draft?
Do you put the assets onto our website?
Do the ads change when the content does?
Choose the first asset together
Say in the contact form which practice area page should be drafted first, and tack on a call slot if a spoken word with the CEO suits you.
What should the first pages cover?
Name the practice areas your firm handles, the cities and counties it serves, and the referral sources it already has. Keep every name and every fact about a person's situation out of the message: this inbox is for marketing questions, and writing to us forms no attorney-client relationship.
Time the route from search to phone call
Tell us the practice areas your firm handles and the cities it serves. We plan the order in which a searcher meets each page, the Maps entry and each ad, and the attorney signs off on every piece.
The crossing drawn below is artwork and promises nothing about your phones.