Coulter Harsh Law is a law firm specializing in personal injury law in and around Reno, Nevada. The firm needed an SEO overhaul on its website so that area residents searching for legal counsel after the unthinkable could quickly see the firm as a top option.

My objective was to write educational, reassuring website pages and blogs that aligned with the SEO strategy provided to me. I framed my copy around the Goldilocks principle—provide enough education to answer questions and show visitors a pathway forward after they’ve been in an accident without overwhelming them.

Our priority as a team was never to sacrifice helpfulness in the name of keyword rankings. Using the SEO guidelines as a framework, I drafted copy that spoke directly to visitors with empathy and understanding. While some search competitors lean on harsh, fear-based language, I nixed the scare tactics, writing as if visitors are already sitting down for a consult with one of Coulter Harsh Law’s experienced attorneys. 

Though I do not have a background in law, I researched legal concepts to ensure expertise came through on every page. Visitors can start building trust with their future legal representation by reading a website page.