Top 10 personal injury marketing ideas for your small law firm
As a personal injury lawyer, you know that trust is a crucial component to every client relationship. Personal injury clients often face a myriad of completely new physical, psychological, emotional, and financial challenges that they don’t know how to navigate after their accidents. Fing a sense of confidence before that initial contact or consultation can be challenging. Overall, it takes a strategic, multi-pronged, and integrated approach to be able to win their trust.
Using insights from the 2024 U.S. Consumer Legal Needs Survey, let’s take a closer look at 10 personal injury marketing strategies your law firm can implement to reach and connect with personal injury clients.
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1. Have a mobile-friendly presence
In the digital age, you need to make sure that personal injury legal consumers can quickly and easily find and connect with your law firm. A big part of that equation is making sure your website is mobile-friendly. This year’s survey results show that mobile phones are one of the most popular devices respondents use to search for information online. Make it even easier for these legal consumers to contact you by placing a click-to-call contact button prominently at the top of your website.
2. Showcase your expertise
Survey respondents listed expertise as the top factor they considered when selecting an attorney. Put your knowledge on full display online by building out a comprehensive attorney bio that includes information like your special certifications, education, and awards. Additionally, you can prominently highlight testimonials, case studies, and other accolades throughout your website and social channels.
3. Implement a client intake process
Personal injury legal consumers are hungry for answers, reassurance, and a clear path to a resolution. They need you to share in their sense of urgency by making sure you’re available when they reach out. Of survey respondents who emailed, submitted an online form, or sent a text message to initially contact a law firm, 60% expected to receive a response on the same business day. This statistic highlights the importance of making sure your firm utilizes services like call answering and web chat.
4. Use video to connect with potential clients
In the digital space, online videos are the main way one in six survey respondents sought legal information. To connect and build trust with these legal consumers, commit to regularly creating and posting short and helpful videos on YouTube, your firm’s social media channels, and your website.
5. Attract clients through PPC advertising
Locality is important for three-quarters of respondents who hired an attorney. Since search engines are by far the most popular resource used by legal consumers to search for information online, invest in a locally targeted pay-per-click (PPC) campaign to proactively seek out and connect with these potential clients. PPC ads help keep your firm ahead of the curve and meet legal consumers where they are in their search.
Meeting personal injury legal consumers where they're at
For personal injury clients, prompt communication, empathy, and a clear path to a resolution are key strategies for connection.
6. Educate your audience through blogging
As previously mentioned, personal injury legal consumers are looking for an attorney who can demonstrate their expertise. Regularly blogging about personal injury legal topics is one of the best ways to position yourself as a legal expert and can also be a helpful resource for people who have been injured. Take initiative by creating an editorial calendar of helpful personal injury topics and committing to a regular blogging schedule.
7. Optimize your website for SEO
It doesn’t matter how well-designed or robust your firm’s website is if legal consumers in need can’t find it. Help ensure that search engines can find and return your site in relevant local and personal injury searches by making sure your Google Business Profile is up to date with accurate contact information, business hours, and the kinds of personal injury services.
8. Get involved in community engagement
Hiring a local law firm is important to many personal injury legal consumers. Help raise the profile of your firm in your community by sponsoring and participating in community events like charity drives or school fundraisers and promote the events — and your firm’s involvement — on your social media channels.
9. Ask clients for reviews
82% of respondents who contacted an attorney and learned about them online used online reviews to research or find the attorney they eventually contacted. In addition, nearly 40% said that online reviews were the primary source used when deciding which attorney to reach out to. These statistics demonstrate the importance of making sure your firm has a process for encouraging clients to leave reviews. Positive reviews also provide prospective clients with the validation and proof they need to hire your firm.
10. Track your marketing performance
Having a robust digital marketing strategy means that you’re casting a large and targeted net to help personal injury legal consumers in need find and select your firm. To help your firm understand what marketing tactics are working and which may need a reset, it’s vital to track performance.
FindLaw’s INSIGHT is a performance analytics platform that allows you to quickly and easily see and track how components of your marketing mix are performing, including your website, PPC ads, and Google business profile.
Investing time and resources in your marketing tactics can help your firm connect with personal injury legal consumers in a way that fosters a sense of trust – all while encouraging engagement and action on their part.
Learn more about what it takes to understand and capture personal injury consumers, then reach out to a digital marketing expert at FindLaw today.
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