The problem
A national workers-comp law firm was operating in two states where the schemes diverged sharply, and the existing content had been written as if they were the same. Claimants were landing on the wrong-state explainers and bouncing; intake quality was suffering downstream.
The constraint
Two states, two different schemes, written by the prior agency as if they were the same. Claimants landing on the wrong-state explainer bounced; intake quality suffered downstream. Workers-comp scheme content has to track statutory pathway, claim windows and dispute-resolution context (RG 271 sits adjacent) and stay accurate as the schemes themselves move. LPUL rules out the outcome-guarantee shortcuts agency-content tends to pad with.
The approach
We shipped scheme-specific content stacks for both states — practice-area explainers, claim-window FAQs, dispute-resolution walkthroughs — each piece reviewed against LPUL and the relevant scheme rules before publication. Internal linking was rebuilt so claimants self-routed to their state.
The outcome
Long-form scheme content up 41% on intake from organic, sustained across three quarters. The content stack now covers 30 pieces across two states, and the firm has used the same model to launch into a third state without re-architecting the content layer.