Screenshot of Atkinson Law Office's website homepage displaying their logo, about section describing services for workers' compensation and Social Security Disability Insurance claims, and contact information including a phone number.

WORKERS’ COMPENSATION LAW FIRM

When Work Hurts

SEO copy for a law firm that stands on the side of injured workers.

Atkinson Law Office represented workers' compensation and disability claimants in the Twin Cities and throughout Minnesota. I wrote SEO-focused copy that balanced marketing initiatives and a warm, approachable tone. The writing had to rank well in search and hold up under the scrutiny of someone who just got hurt at work and needs to know they found the right lawyer.

ROLE

SEO Copywriter

CLIENT

Atkinson Law Office with FindLaw

The challenge.

The SEO pressure with legal copy pushes toward keyword density and repetition — exactly the opposite of what a scared, injured person wants to hear or read. The writing had to answer important questions in a direct and honest manner, while ranking for competitive legal search terms in a crowded market.

The work.

This was a full-site content project. Every page had a dual job: rank for competitive legal search terms and speak plainly to someone navigating a stressful, unfamiliar process. The writing had to work hard on both fronts without letting either one shine.

Screenshot of Atkinson Law Office webpage with information about workers' compensation and Social Security Disability insurance claims, featuring a photo of a man and woman discussing documents.

The Firm

The about page establishes who Atkinson Law Office is and why they're different. The copy leads with the client's situation before making the case for the firm. Someone in the middle of a workers' comp claim doesn't care about credentials until they feel understood.

Screenshot of a legal website about workers' compensation experts, featuring text about experience, services, and FAQs, with a group photo of six professionals at the bottom.

Their Work

Practice area and process pages cover repetitive strain injuries, the workers' compensation claims process, and workplace injuries in Minnesota. Dense subject matter written to be scannable, accurate, and useful to someone who has never filed a claim before.

Screenshots of three pages of a legal article about workplace injury claims and workers' compensation in Minnesota, including sections on common injuries, process overview, and legal assistance.

Why Choose Atkinson?

The credibility and conversion pages: a workers' compensation experts overview, the Tom Atkinson attorney bio, and a “why hire us?” page. This is where the writing has to earn trust without overselling or overpromising.

What I brought to it.

Legal SEO copy can have a reputation for being stuffy and sound like it promises an outcome that isn’t realistic. I approached this copy in a way that focused on the injured worker and their needs, with reassurance in the firm’s ability to represent the injured worker. This resulted in copy that ranked and reads like it was written by someone who understands both the law and the person on the other side of the screen.