Job Description
Website: cpollardlaw.com
Description
I operate a large Virginia law firm website focused on Workers' Compensation and Social Security Disability.
After a Google core update, I discovered my key pages send mixed signals about whether they are educational guides or commercial service pages.
I am not looking for general copywriting. I need a legal copywriter who understands page intent, UX flow, and search intent.
This project involves four specific pages.
Pages Involved
Homepage (already drafted — needs opening re-sequenced)
Workers' Compensation Hub page (needs opening and tone adjusted)
Current SSD page (will become SSD Guide page)
New SSD Service Page (must be written)
Keyword Targets
Homepage: "Virginia workers comp lawyer" (statewide commercial)
WC Hub: "Virginia workers compensation" (statewide educational)
SSD Service: "Virginia Social Security disability lawyer" (commercial)
SSD Guide: "Social Security disability Virginia" (educational)
The Situation
My current SSD page is a massive educational guide (excellent content, wrong role).
We are doing this:
That page becomes: "The Complete Guide to Social Security Disability in Virginia"
You will write: SSD Service Page that is short, commercial, and tied to my workers' comp practice
What You Will Do
Homepage (200-400 words rewritten)
Rewrite the opening section
Insert my key differentiator (former insurance defense attorney)
Reorder existing sections so entity and proof come before empathy and situations
Workers' Comp Hub (full rewrite authority)
Transform into guide-style framing ("This guide explains…")
Remove selling language from top half
Add a "Key Takeaways" summary box formatted as a structured bullet list (not prose) for AI Overview extractability
Ensure clear navigation into silos (industries, injuries, process, settlements)
Rewrite as much as needed to achieve proper guide tone throughout
SSD Guide (existing page — strengthen throughout)
Rewrite opening to be guide-style
Strengthen content throughout (clarity, flow, headings, depth)
Remove heavy sales tone from top
Add a "Key Takeaways" summary box formatted as a structured bullet list (not prose) for AI Overview extractability
Improve structure and readability
SSD Service Page (new — 1,000-1,500 words)
You will write this page from scratch using my existing SSD content as reference.
Core Message: "If you were hurt at work and your injuries are long-term, you need a lawyer who handles the intersection of Workers' Comp and SSD." This page reinforces our primary entity (WC) while selling the secondary silo (SSD).
This page must:
Be commercial and conversion-focused
Tie SSD directly to injured workers and workers' comp cases
Focus on why to hire me for SSD, not how SSD works
Link to the SSD Guide for education
What I Will Provide
Current homepage draft
Current WC hub page content
Current SSD page content (to become Guide)
Case results, testimonials, and differentiators to incorporate
Critical Rule
You may improve writing, but you may not change the structural role of each page. This project is about correcting page intent, not creative rewriting.
What Success Looks Like
If someone screenshots the first screen of each page:
Homepage → "Virginia workers' comp lawyer. Former insurance defense. Proven results."
WC Hub → "This guide explains how Virginia workers' comp works."
SSD Service → "I help injured workers across Virginia get SSD benefits."
SSD Guide → "Everything you need to know about Social Security Disability."
Ideal Candidate
Experience writing for law firms
Strong UX and conversion instincts
Understands difference between service page and guide page
Comfortable restructuring existing content
Deliverable
Four pages that clearly separate:
Sell vs Teach
WC vs SSD hierarchy
Entity clarity for Google and humans
This is a surgical, high-impact copy project — not general content writing.
Apply Now
Apply Now