Content Strategy and Calendar (Law/Legal)
Content Strategy & 90-Day Calendar
Personal Injury Law Firm (Phoenix, Arizona)
Executive Summary
This content strategy is designed for a mid-sized personal injury law firm in Phoenix seeking to increase qualified inbound leads through organic search. The primary goal is to capture high-intent traffic from individuals recently involved in accidents and guide them toward scheduling a consultation.
The strategy focuses on building authority through educational content, capturing demand through search-optimized service content, and converting visitors through strategically placed calls to action.
Business Goals
- Increase organic traffic by 40% in 6 months
- Generate consistent inbound consultation requests
- Rank on page one for high-intent personal injury keywords
- Establish authority in Phoenix-area accident claims
Target Audience
Primary Audience:
- Individuals recently injured in car accidents, slip and falls, or workplace incidents
- Typically searching within hours to days after an incident
Pain Points:
- Uncertainty about legal rights
- Medical bills and lost wages
- Insurance company pressure
- Fear of legal costs
Search Behavior:
- “Do I need a lawyer after a car accident in Arizona?”
- “How much is my injury claim worth?”
- “What to do after a car accident Phoenix”
Content Strategy Overview
This strategy is built around three core principles:
- Capture high-intent search traffic (bottom-of-funnel keywords)
- Build trust through helpful, clear education
- Convert visitors quickly with strong CTAs
Content Pillars
1. Immediate Action Content (High Intent)
Targets users actively dealing with an accident.
- What to do after a car accident
- When to hire a lawyer
- Dealing with insurance adjusters
👉 Goal: Drive conversions quickly
2. Legal Education Content (Trust Building)
Breaks down complex legal concepts in plain language.
- Comparative negligence in Arizona
- Timeline of a personal injury case
- Settlement vs. trial
👉 Goal: Build authority and keep users engaged
3. Case & Value-Based Content (Conversion Support)
Helps users understand outcomes and value.
- Average settlement amounts
- Case examples (hypothetical or anonymized)
- FAQs about compensation
👉 Goal: Move users toward contacting the firm
SEO & Funnel Strategy
Top of Funnel (TOFU):
- Informational searches
- Example: “What to do after a car accident”
Middle of Funnel (MOFU):
- Consideration-stage content
- Example: “Do I need a personal injury lawyer?”
Bottom of Funnel (BOFU):
- High-intent, conversion-focused
- Example: “Phoenix personal injury lawyer free consultation”
Internal Linking Strategy:
- TOFU → MOFU → BOFU pages
- Every blog links to a relevant service page
- Service pages link back to supporting blogs
Distribution Plan
Primary Channel:
- On-site blog (SEO-driven)
Secondary Channels:
- Google Business Profile posts
- Email newsletter (bi-weekly)
- Facebook / LinkedIn repurposing
Repurposing Example:
One blog post becomes:
- 3 social posts
- 1 email
- 1 FAQ snippet for service page
90-Day Content Calendar
Month 1: Foundation (High-Intent + Core Topics)
| Week | Topic | Funnel Stage | Primary Keyword | CTA |
|---|---|---|---|---|
| 1 | What to Do After a Car Accident in Arizona | TOFU | car accident steps Arizona | Free consultation |
| 1 | Do I Need a Personal Injury Lawyer? | MOFU | do I need injury lawyer | Case evaluation |
| 2 | How Much Is My Injury Claim Worth? | MOFU | injury claim value Arizona | Contact us |
| 2 | Phoenix Car Accident Lawyer Guide | BOFU | phoenix car accident lawyer | Call now |
| 3 | How Insurance Companies Undervalue Claims | MOFU | insurance low settlement | Free consult |
| 4 | Timeline of a Personal Injury Case | TOFU | injury case timeline | Learn more |
Month 2: Authority + Expansion
| Week | Topic | Funnel Stage | Primary Keyword | CTA |
|---|---|---|---|---|
| 1 | Arizona Comparative Negligence Explained | TOFU | comparative negligence AZ | Consultation |
| 2 | Common Mistakes After an Accident | TOFU | accident mistakes | Call now |
| 2 | Slip and Fall Claims in Arizona | BOFU | slip and fall lawyer AZ | Free case review |
| 3 | What Evidence Helps Your Injury Case | MOFU | injury case evidence | Contact us |
| 4 | Average Settlement for Car Accidents | MOFU | car accident settlement AZ | Free consult |
Month 3: Conversion + Niche Depth
| Week | Topic | Funnel Stage | Primary Keyword | CTA |
|---|---|---|---|---|
| 1 | Rear-End Accident Claims in Arizona | BOFU | rear end accident lawyer AZ | Call now |
| 2 | When to Accept a Settlement Offer | MOFU | settlement offer injury | Consultation |
| 3 | What If You’re Partially at Fault? | MOFU | partial fault accident AZ | Free case review |
| 4 | Truck Accident Claims: What’s Different? | BOFU | truck accident lawyer AZ | Contact us |
Conversion Strategy
Each piece of content includes:
- Above-the-fold call-to-action
- Mid-content contact prompt
- FAQ schema for search visibility
- Internal links to service pages
- Trust signals (experience, results, testimonials)
KPIs & Measurement
Traffic Metrics:
- Organic sessions
- Keyword rankings
- Click-through rate
Engagement Metrics:
- Time on page
- Scroll depth
- Bounce rate
Conversion Metrics:
- Form submissions
- Call tracking
- Consultation bookings
Why This Strategy Works
This approach aligns with how personal injury clients actually search: urgently, emotionally, and with specific questions. By targeting both immediate concerns and deeper educational topics, the firm captures attention early and builds trust quickly.
The structured funnel ensures that no matter where a user enters the site, they are guided toward taking action.