If someone has been in an accident, is considering divorce or is otherwise seeking a lawyer, they are a sponge when it comes to information. By human nature, we don’t want to make a mistake in any process, and the legal process is no different. Their research journey is one that will likely include several law firm and legal-related websites, browsing for information that answers their questions or piques their interest.

Long-form content is perfect in this environment. Long-form content is typically 1200 words or more, and often includes related topics on statistics, tips and supporting graphics developed in conjunction with relevant statistics, making the experience more useful to the reader. And 1200 words is just a minimum, as many of the best ranking law firm web sites have more than 3000 words of information for competitive practice areas, such as the section on Car Accidents.

Coincidentally, long-form content is often correlated with higher organic ranking, the desired outcome of your SEO strategy.

So, you have a user who is taking their time to research, learn and understand laws, while determining which lawyers to contact. And, if you create long-form content, there is likely to be an improvement in your SEO efforts. To keep 1200+ words interesting to the reader, you have to create subtopics, such as facts, how a lawyer can help, how much a lawyer may charge, what to expect after an accident and others.

Today, we’re providing you with an important topic that can be applied to most content pages: the “Mistakes” section. This is one of our favorites, because mistakes always connect with a reader. Through evolution, we have learned that the risk of making a bad choice or mistake, often leads to pain or death. Naturally, we are inclined to avoid mistakes, and therein lies an opportunity to expand your content with a “Don’t Make These Mistakes” section.

A well written “Mistakes” section with examples and real-world reasoning can easily add an additional 500 or 1000 words to your web page. This section can be included on nearly every practice area or top traffic web page, regardless of practice area or topic.

If you are a tort lawyer, here are a few examples you can use (and build upon) when it comes to mistakes:

The Car Wreck Example

Avoiding Medical Attention: Following the wreck, you will want to promptly seek medical attention. “Promptly” meaning the same day, but the sooner the better. It may be inconvenient, and you may think you’re fine, but it will be difficult to fully determine the severity of your injuries without seeing a doctor. Headaches can by symptoms of a deeper injury, and care must be taken to evaluate a head injury. If you decide to pursue an auto injury claim for a settlement, you will have a stronger case if a doctor has diagnosed and confirmed your injuries.

Not Taking Pictures: You probably think we mean pictures of the car wreck, and those are good, but we really mean pictures of you! If you are bruised, swollen or otherwise have a visible sign of injury, take a picture in the morning, and at night. Documenting your injury is important, should you choose to file a claim, and a smartphone allows you to easily share photos with a lawyer working on your case.

Admitting Fault: Whether at the scene of the accident, or afterwards chatting with friends, at no time should you admit or talk about being at fault. The accident may seem to be your fault; however, the party at fault will be decided once all facts have been considered. Once this has been done, and you have spoken with an attorney, together you can determine the proper course of action of what to say after the accident.

These are three simple examples, which together add about 250 words. You can expand with more detail, add a downloadable checklist or here are a few more ranging from obvious to a touch more contemporary:

  • Don’t post your accident and photos on social media
  • Don’t go to the gym or do strenuous activity
  • DO get enough rest after an accident
  • Don’t speak with the other person’s insurance company
  • Don’t decide not to speak with an attorney
  • DO trade insurance information with the other party
  • DO write down details and memories within 24 hours of the accident
  • Don’t simply hire a lawyer by someone “who knows somebody that knows somebody” – hire a person who has direct experience with similar cases and who you feel comfortable with. Also be aware of case “runners” who illegally solicit people in the hospital to send their cases to a lawyer in exchange for money
  • Don’t make your final legal decisions according to information you found on the Internet – ask a professional

This last one is a great opportunity to remind your reader that their case is as unique as their fingerprint.

This is a pretty simple concept that kills two birds with one stone: good content for your user, and good content for the search engine.

If you are interested in more sub topics to expand your content and improve numerous metrics that may lead to more cases, sign up for our newsletter.

If you want to know more about how Obu can help you analyze your competition, and determine how much additional long-form content you need, contact our team today to learn more. We’ll do the prep work and make it easy, so all you have to do is hear about our findings, and how we can help. No high pressure sales pitch – we promise.


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