how to market a personal injury law firm

How to Market a Personal Injury Law Firm

You practice law – not marketing – but you undoubtedly recognize how important marketing is to growing your practice and securing your firm’s standing in the community. When someone is injured as a result of the negligence of another, your goal is to have them turn to your firm for the legal guidance they need, and this is where having an effective marketing strategy in place reaps important rewards. If you’re ready to explore your options as they relate to marketing your personal injury law firm, don’t wait to reach out for the focused guidance of a savvy legal marketing professional.

Know the Lay of the Land 

One of the most important first steps when it comes to marketing a personal injury law firm – or anything else – is to have a solid understanding of what marketing is all about, which includes knowing basic marketing terms and how they apply to your firm. Such terms include all the following:

  • Marketing Leads – For personal injury lawyers, potential clients who interact with your website in a way that signals interest are marketing leads. 
  • Conversion Rate – The conversion rate refers to the number of potential clients who visit your website or advertisement in comparison to the number that converts to actual leads.
  • Landing Pages – Landing pages are specifically designed to prompt visitors to take certain actions, such as booking a consultation, filling out a form, clicking a link, or making a call. 
  • Call to Action – A call to action, or CTA, refers to your clear request that a visitor to your site or that a lead that you’ve made takes the next logical action, such as hitting your Contact Us button, picking up the phone and giving you a call, or linking back to your website via a paid ad.
  • Search Engine Optimization – Search engine optimization, or SEO, is all about optimizing your website for maximum traffic by taking the actions necessary to land it as close to the top of the search results as possible.  
  • Return on Investment – Return on investment, or ROI, is a measurement of performance that allows you to calculate how hard your marketing dollars are working for you.
  • Pay per Click – Pay per click, or PPC, is a variety of paid online advertising in which you pay a predetermined amount every time a visitor clicks on your ad, and they can lead to a hefty ROI. 

Set Your Sights on Goals 

Marketing is all about expanding your firm’s horizons and taking a scattershot approach is unlikely to be as effective as having a well-defined goal that you pursue with focus. By identifying your firm’s long and short-term goals, you pave the way for success. An important element of every marketing strategy is having a well-considered budget that guides your goal-oriented efforts. Simply spending more and more money may increase your exposure, but if you can’t afford it and there’s no plan in place, you’re not doing your firm any favors.  

Make Your Website Everything It Can Be

If your website isn’t in excellent working order, you’ll hamper your marketing efforts. Marketing for personal injury lawyers is designed to draw potential clients to your website. Once you’ve gone through all the trouble of grabbing someone’s attention, your website needs to deliver. You only get one chance to make a first impression, and the majority of the time, the first point of contact with potential clients is your website. 

Some points to consider in relation to your personal injury firm’s website include the following:

  • Make it as easy to navigate as possible.
  • Adopt a streamlined rather than an overly busy aesthetic that can be difficult to maneuver. 
  • Customize your site to reflect what your firm is all about.
  • Share useful content that is written in a clear, concise, and compelling style.
  • Localize your SEO.
  • Make it easy to contact you and let visitors know that you welcome them to do so.

Focus on Ease of Connection

It can’t be overemphasized that you want potential clients to contact you, which is how you convert a visitor to a marketing lead. Offering a variety of ways to contact you helps to ensure that everyone who needs your legal services feels comfortable reaching out. Some clients are hesitant to make an initial phone call and would rather dash off an email or fill out a form. Others, however, prefer to skip right to the phone call, and that’s fine, too. If you offer a free phone or in-person consultation, make that clear – and let visitors know how to make that happen.  

Track Your Marketing Efforts for Effectiveness

You have marketing goals that are supported by a marketing strategy and marketing budget, but if you aren’t tracking to determine which marketing efforts are working for you, you’re not maximizing your marketing potential. The idea isn’t to spend more on marketing but to spend more wisely, and when you know where your marketing dollars are working hardest for you, you’ll be better positioned to tailor your marketing efforts to your firm’s goals. 

Go after Reviews

A range of important studies and statistics, including those discussed by The National Law Review, support the marketing power of reviews from satisfied clients. When your potential clients recognize that they need legal guidance in the face of a personal injury, they do what they do when they’re looking for anything else – they go online and start reading reviews. In fact, the majority of consumers report trusting online reviews as much as they trust the recommendation of someone they know well. 

Be There for Your Potential Clients

Personal injury firms serve clients who’ve been injured by the negligence of others, and they’ve not only suffered damages in the process but are also stressed about what comes next. In other words, they’re looking for a personal injury attorney who is both compassionate and responsive, which – in terms of marketing – means all the following:

  • Showing up near the top of the search results
  • Providing clear written information that bolsters your visitors’ peace of mind in relation to their claims
  • Offering a straightforward means of contacting you
  • Responding to visitors’ inquiries in a timely and meaningful way

Don’t Neglect Social Media

Social media is a mixed bag, but there’s no denying that – when used thoughtfully and well – it’s a great marketing tool. In addition to purchasing advertising on social media, many personal injury lawyers find their niche in sharing informative videos and posts that generate interest in the firm while also bolstering the brand. 

Social media is an excellent means of keeping your firm in the mix, sharing relevant information about what’s going on with your firm, discussing evolving personal injury laws, helping potential clients better understand their rights relating to personal injury law, and much more. Maintaining a consistent and brand-specific presence on Facebook, Instagram, Twitter, and any other social media darling that sparks your fancy helps support your overall marketing strategy. 

Don’t Underestimate How Valuable Word of Mouth Can Be

While technology is taking legal marketing in many different directions, you shouldn’t lose sight of how valuable word-of-mouth advertising can be. When you let people know that you’re a personal injury lawyer with a passion for helping people – you may be surprised by the outcome. 

While the person sitting beside you at that dinner engagement or the neighbor you run into at the local coffee shop may not need a personal injury lawyer’s service right at the moment, this doesn’t mean they – or someone they know – won’t in the future. You are a walking advertisement for your firm, and by keeping this in mind as you go about your business, you’ll be better prepared to unleash the marketing pro within you.

Try Your Hand at Content

You are a dedicated personal injury attorney with a lot of valuable experience under your belt. Those who’ve been harmed by the negligence of others are out there scouring the web for the kind of knowledge you have, and they’re looking for content that resonates with them. Even if you don’t think of yourself as much of a writer, you might be surprised to learn that once you find your voice, you can connect with potential clients at a whole new level. While it’s important to include quality content on your website, you might also want to consider writing guest blogs and articles that afford you the opportunity to reach a broader audience and highlight your firm’s commitment to the community. 

A Legal Marketing Pro Can Help You Reach New Heights in Your Field

Effective marketing allows personal injury firms like yours to bridge the divide between the valuable services they offer and the needs of those injured by the negligence of others. The first step is connecting, and that’s marketing’s superpower. The creative legal marketing professionals at Newsroom PR have the insight and focus to help you pinpoint your firm’s goals and pursue them with intention. 

Learn more about what we can do to help by contacting or calling us at 213-422-2738 today