How to Market your Personal Injury Firm

How to Market your Personal Injury Firm


How to Market your Personal Injury Firm

A personal injury law firm faces distinct marketing challenges. The United States legal market is overcrowded, especially with accident and injury law firms, not to mention that large personal injury cases are few and far between.

Every personal injury law firm wants to have a steady stream of new clients.

Like any successful business, your personal injury law firm needs solid management and systems and procedures in place. More importantly, your personal injury law firm needs constant new clients because, without enough clients and cases, your law firm will not survive.

Role of a Personal Injury Lawyer

Personal injury is defined as an injury to a person's body, emotions, and mind. This is not like an injury to property. Personal injury lawsuits are under US civil and tort law. Tort law includes acts from harmful behavior such as a physical attack on a person, interference with a person's possessions, or with the use of a person's land, honor, reputation, and more.

A personal injury lawyer helps victims who have been psychologically or physically injured because of the intentional act, or negligence, of another party.

Personal injury lawyers or trial lawyers or plaintiff lawyers handle cases concerning:

  • Personal injury causing severe injuries or death of a person
  • Cases of battery and assault
  • Harm and medical malpractice
  • Defamation, libel, and slander
  •  Refusal of insurance companies to shoulder the medical expenses of the injured party or when coverage is less than contracted
  • Injuries incurred while on the premises or land of the accused party.
  • Product liability and fault.

Whether a victim demands compensation or the company is offering a reasonable settlement, a victim should be represented by a personal injury lawyer to increase their chances of getting the compensation they deserve. 

To help the victim accomplish the receipt of full compensation, a personal injury lawyer gathers evidence about the accident, including:

  • Statements of witness;
  • Statements of medical professionals who attended to the victim after the accident;
  • Photo of the scene;
  • Videos of the scene including recordings of security cameras and traffic cameras

A personal injury lawyer helps the victim calculate the full compensation they deserve because many victims do not know what payment they should expect.

When a victim suffers a personal injury, they are entitled to full compensation, including:

  • Medical expenses, suffering, and pain
  • Loss of work time
  • Loss of earning potential

The amount of full compensation is based on the insurance policy of the victim or company, as well as the severity of the injury, and how much the injury will affect the victim's quality of life. It is the role of a personal injury lawyer to provide the victim with all information about the full compensation they deserve.

A personal injury lawyer is tasked to communicate and negotiate on the victim's behalf with the insurance company. Such an action as the lawyer speaking with the insurance company shows the seriousness of the victim regarding their claim.

Often, the insurance companies offer higher settlements when the adjuster knows that they will be dealing with a personal injury lawyer.

How Personal Injury Law Firms Charge Clients

A personal injury lawyer does not charge the regular hourly rates. They instead get a percentage of their client's compensation, which is about 33% in most states. A personal injury lawyer can get as much as 40% of their client's compensation.

The personal injury lawyer is usually paid on a contingency basis. This means they only get paid when their client receives their full compensation.

Personal Injury Marketing

It has been over 20 years since personal injury victims have searched the yellow pages of a phonebook to find a personal injury lawyer. Traditional word of mouth advertising is no longer what it used to be.

Further, in general, people seldom pay attention to billboards. If you are concerned about why this is happening, then it is because they know they can find everything they need on the internet.

Many Personal Injury Law Firms have gone digital. Look at these stats.

  • Over 30 million personal injuries happen every year;
  • The average compensation given to a personal injury victim is $30,000;
  • It takes about 24 months to finalize a personal injury case;
  • There are close to 35,000 searches for personal injury lawyers on Google every month.

Digital personal injury marketing can be tough and challenging. However, an excellent digital marketing plan for your personal injury lawyer can help you generate more qualified clients fast.

To be successful, you need to know how to market your personal injury firm successfully.

Your personal injury law firm's digital marketing plan should focus on these two significant issues:

  • Firstly, you are targeting prospective clients. When done the right way, you no longer need to market your personal injury law firm to everyone but only to people who have incurred personal injury.
  • Secondly, when converting prospective clients into paying clients, there are digital personal injury marketing strategies you can use that speak to qualified leads and turn them instantly into clients.

Your digital marketing plan's main goal is to get your personal injury law firm to the top of the search results page when a prospective lead searches for a personal injury law firm in your city or town.

To build an online personal injury practice, you must:

Easy to Find. Your personal injury law firm website should be displayed on the first page of Google, Yahoo, Bing, or any search existing engine. To attract qualified leads, you need to be visible to them online.

Prove that you can be of help. After attracting the attention of a prospective client, you need to prove that you can assist them with the specific legal issue.

You will need to let the prospective client know that you have sufficient and excellent experience in handling personal injury cases.

Also, make them feel that you are willing to do everything to win the case, and you can be reached 24/7 by any preferred method of communication.

Make prospective clients contact you. The final step is to get the potential client to contact your law firm through phone, live chat, text, or email.

The process should be easy for the prospective client because if the client finds it difficult, then the tendency would be that the potential client will simply click on the back arrow and contact your competitor.

Personal Injury Law Firm Digital Marketing Plan

Getting found on the internet is the most critical aspect of your marketing plan. When your personal injury law firm is consistently located on page one of the search engines, you will get more prospective clients and, consequently, more conversions.

The core areas of concentration of a digital marketing plan for your personal injury law firm should focus on:

Website Design

To maximize your online presence and drive clients to your personal injury law firm, you will need to build a cutting-edge website. The initial impression prospective clients will have of your personal injury law firm will be derived from your website design.

A good-looking personal injury law firm website that is fast loading, easy to navigate, and complete with all pertinent information, will generate more prospective clients. Your website is the core of your digital marketing strategy.

Your personal injury law firm website should have these qualities:

  • Simple, unique, and fresh design

Your personal injury firm website will reflect your brand. It will create the first impression for the visitors of your site. Avoid using ready-made templates to prevent your website from looking like several law firm websites.

Have a professional web designer to proficiently create your website so it will look professional and unique. Include some modern design trends so it will look fresh and current. Include a prominent "call to action" button on your homepage or other pages where you want your visitors to act.

The Call to Action (CTA) is an essential element on your site because it draws your visitors deeper into your website. Refrain from including too many CTAs on your homepage as it will confuse your visitors.

  • Showcase attorney profiles and legal services

Your law firm is selling a service. Prospective clients look for two vital pieces of information when visiting your website:  the services of your law firm and the profiles of your attorneys. Make sure your legal services are prominently showcased on your homepage.

  • Ensure a good user experience

Your personal injury law firm website must land on the top of search engine results pages. Search engines and users prefer well-organized websites.

Visitors to your website need specific information, and they will not read all your pages. More often, they scan headlines, read a few texts, and look at graphics or photos. Make sure the information on your website is presented in an organized and orderly way.

  • Ensure your website is easily accessible

The design and navigation should be consistent throughout your website. All your pages should have a similar look and feel. 

  • Fast loading time

Prospective clients to your personal injury law firm want to access the information they need on your website immediately. Make sure that your website loads a few seconds after a user clicks on your link.

Users tend to be impatient when they are browsing websites, and slow loading times will cause them to click on your competitors.

  • Content is King

This is an over-used phrase in digital marketing — search engines index websites based on the quality of their content and links. The more relevant content on your website, the more attractive it becomes to search engines.

Your website visitors also love content. Poor content will make your visitors leave your website. Focus on content headlines because it is what makes visitors read the rest of the content.

Your content should also be easy to read, so make sure to use bold fonts colored text and bullets for crucial information and to highlight what you want your readers to notice.


Pay-Per-Click (PPC) is one of the most powerful digital marketing strategies. PPC comes with a rather high price tag, so it is essential to measure analytics against return on investment. Combine your PPC strategy with a Conversion Rate Optimization (CRO) strategy to maximize its effectiveness.

Paid search programs will place your ads at the top of the search results page of the keywords associated with your personal injury law firm.

Google Ads. Google is the top search traffic for PPC. 

Yelp Ads. The Yelp directory will give your website an excellent organic rank, but its target audience is not as focused.

Bing Ads. Consumers use Bing lesser than Google; thus, most Bing ads are underrated. However, with lower consumer usage comes fewer competitors.

Facebook Ads. Facebook ads have an enormous presence, although they produce lower results than Google Ads.

Instagram Ads. Instagram is also a powerful platform where native ads are operative because they do not appear as ads. When done correctly, they show up seamlessly into users' feeds.

LinkedIn Ads.  You can leverage LinkedIn's unique platform to advertise your legal services. LinkedIn zooms in on your job role so you can accurately target ideal clients.

Mobile Marketing

Many studies say that close to 60% of users who access websites do so with their mobile devices. Your website should thereby be mobile-friendly. It could be wise to produce a mobile app for your personal injury law firm downloadable from Google Play or the Apple App Store.

You can include such features as automated searches for hospitals nearby, emergency services, emergency contact information, and of course, easy access to your law firm.

Search Engine Optimization

As mentioned, every month, Google gets close to 35,000 searches for personal injury lawyers. Search Engine Optimization (SEO) will help users find your personal injury law firm on these search engines. SEO will boost the ranking of your website for your target keywords and markets.

To find out why SEO is so essential, read this:

Law firms that utilize SEO strategies see an average of 80% increase in web traffic. Personal injury law firm SEO may include:

Local SEO

Legal representation and advice needs to be done in person; thus, most search engine users look for personal injury attorneys based in their city or town.

To appeal more to this client base, you need to include the name of your firm, phone number, and address on the homepage, about page, contact page, and other pages of your website.

To Sign up for Google. My Business will inform Google that they should recommend your website in search results pages. This will also add your law firm to Google Maps so as to easily allow prospective clients to get directions to your law firm for face-to-face consultations. 

Targeted Keywords Associated with your Specialization

Your law firm should rank in search engine result pages for the keywords' personal injury attorney in [your city or town]’ or ‘personal injury attorney near me.’

You can make these keywords rank by including them in articles or blog posts about your law firm's services.  

Create Relevant and High-Quality Content

Proving that you are an expert in your field is one of the best ways to stand out from the competition.

Through relevant content, prospective clients can get proper information about your personal injury law firm.

Potential clients are most likely to trust you more because you come across as being knowledgeable in your area of specialization.

Relevant content offers these benefits:

  • Helps drive visitors to your website;
  • Establishes you as an expert in your area of specialization;
  • It provides opportunities to engage with prospective clients on
    social media platforms;
  • Develops trust and confidence when visitors click on your website.

For content to benefit your personal injury website, it needs to be of high quality, originality, and appeal, to search engines. Material should be written for your target audience and must provide real answers and information for your prospective clients.

When you include blogs on your website, the content allows search engines to crawl and more frequently index your site. This gives your website more chances to rank higher in search engine results pages for more search terms.

Blogging also establishes you as an expert in your field of specialization. Your blog will give you more opportunities to connect on a personal level with prospective clients. Law firms with blogs tend to appear more knowledgeable and have more experience than competitors who do not have blogs.

The targeted keywords for your website should also be incorporated with your online content and should directly speak to families and individuals who are victims of personal injury.

You can include blogs on your website or guest blog on other websites to create backlinks to your site. Blogging, therefore, also allows you to network or create new relationships.

Sharing your content with others or sharing other's content while linking to your website will enable you to add value to your personal injury law firm.

When writing a blog, think of what information would be most useful or helpful to your prospective clients. Frequently creating fresh content will improve your SEO and drive more qualified leads to your website.

The goal of SEO is to improve the architecture and content of your website to increase your site's ranking in Search Engine Results Pages (SERPs). A top rank in SERPs increases relevant traffic or qualified leads to your website.

Google uses complicated algorithms in ranking websites to deliver the best results to users. Since close to 75% of searchers on the internet do not browse past the first page of search engine results pages, it is only logical that you want your website to have top ranking.

Social Media Marketing

Social media marketing for law firms comes with unique challenges. Many businesses increasingly use social media as an integral part of their digital marketing strategy. Law firms, however, experience fierce competition in social media.

A strong social media presence is an integral part of any digital marketing strategy. These platforms will allow you to engage and interact with prospective clients and build trust and confidence.

Facebook. It’s well known that Facebook (FB) is the largest and most popular social media platform. You can place re-targeting ads on this platform. Ads can be used to target FB users based on age, location, interests, and more. An FB ad is a digital billboard displayed to your target audience.

Twitter.  Twitter is a micro-blogging platform. Each post can consist of 280 characters. Your personal injury law firm can gain prospective clients from this platform because of its vast popularity. Twitter provides a lot of networking opportunities. This platform will also keep you updated with the latest opinions and information relating to your personal injury practice.

LinkedIn.  LinkedIn is effective in building potential referral partners.

Instagram.  Instagram is popular, especially with millennial users. While this social media platform is more for photo-sharing, your law firm can leverage this platform because of the low competition.

Email Marketing

Email is one of the most effective strategies to put business directly in front of a consumer. Through your social media accounts, you can engage potential clients and gather their email addresses.

You can then send newsletters detailing your legal services. You can also send press releases of newly won personal injury cases.

Your personal injury law firm may find some challenges with the different digital marketing strategies because most of your potential clients may need your services in the hours and days immediately after an accident.

You will never know when a potential client may need your services. The most effective action you can take is to exert your best efforts to ensure that your personal injury law firm immediately comes to mind when your clients need your legal representation. 

Your personal injury law firm needs a continuous flow of new clients to grow your firm and to increase revenues.

Digital marketing is the best way to market your personal injury law firm. If your law firm is not visible online, you are falling behind the competition.

It is essential that you understand the ins and outs of digital marketing to avoid common and costly mistakes. 

Contact us for your new website or to revamp your current website. We can also optimize your website through SEO services to get the best results for your law firm.

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