The Best Way To Do Personal Injury Lawyer Marketing

If you’re a personal injury lawyer, you’re most likely looking for ways to expand your online reach. While there are many ways to reach this goal, marketing a personal injury law practice can be challenging.

This mostly boils down to your position as a legal professional. You simply can’t approach online marketing the same way most companies do. 

To be successful with your personal injury lawyer marketing strategy, you need to be aware of the proper way of portraying yourself online while also being familiar with the digital marketing avenues worth investing in.

So let’s give it a go, shall we?

How Important Is Personal Injury Lawyer Marketing?

Personal injury lawyers can get very competitive. This makes sense - a person that suffered an injury has many law firms to choose from (all of which claim they are the best).

The best way to cut through the noise in this environment is to invest in digital forms of advertising. While having a referral source and a base of satisfied clients is a good source of business, digital marketing is the most effective way to capture the attention of most clients.

Larger companies may spend a lot of cash on advertising their practice on traditional channels like TV or radio. Not only is this outdated, but the barrier to entry is too high for smaller practices and the ROI you receive wouldn’t be positive.

The best way to counteract this is by investing your marketing budget into digital channels that work for personal injury lawyers. Take search engine optimization (SEO). With an investment that presents a fraction of the cost of traditional marketing, you can outrank your competitors in search engine results and capture the attention of potential clients - ones that are looking for your services.

Eventually, the clients you attract online will also become a part of your referral base - a win on multiple fronts.

The Best Approach In Personal Injury Marketing

Getting discovered online is just the beginning. Once these clients land on your page you need to make a significant impact on them and convince them to choose you instead of the other lawyers.

How can you accomplish this?

A branding message aimed at building an emotional connection.

Most of your potential clients are going through a great deal of emotional stress. They’re also probably wondering how they will pay their medical bills and cover their material damages. By showing you care, you can demonstrate that you will help your potential navigate the entire process not only with your law skills, but also your compassionate approach.

This is simply how marketing works. Humans have a knack for engaging more with emotions and storytelling rather than relying solely on facts. The job of your personal injury lawyer marketing strategy is to convey this message, and show your expertise without sacrificing compassion.

With this approach, your clients will have an easier time making an informed decision in a time of great emotional turmoil and uncertainty.

Crucial Personal Injury Marketing Practices

Personal injury lawyer marketing can seem overwhelming at first, but it’s possible to break it down into smaller steps:

1. Establishing a consistent brand

The first step is building your brand. This includes coming up with a catchy logo, and picking a font and a color scheme. You can use these materials on your website. 

Depending on the status quo, you might need to complete an overhaul of your website. For instance, if your website isn’t performing well on mobile devices or looks outdated, it might be easier to build a completely new website from scratch.

2. Defining your audience

Marketing is a lot easier when you know who you’re trying to reach. Take note of your previous clients and referral sources and find out what they have in common. For example, what is their average age and what backgrounds do they come from?

By doing this, you can focus your personal injury lawyer marketing strategy on the target  of your top clients and keep your message consistent.

3. Performing competitor analysis

With digital marketing, you never need to reinvent the wheel. In fact, it’s best to ‘’spy’’ on your competition to learn what you can do better.  Start by identifying the main competitors in your area. 

You can then visit their websites, read their content, and most importantly, complete a keyword analysis to see which keywords they’re ranking for. 

By completing this, you know exactly what you should do and how you can fine-tune your marketing strategy to yield the best results.

4. Improve your SEO

SEO should be at the forefront of your online marketing efforts, strictly because it’s the best way to show up in front of those looking for your services. It’s a long-term strategy that will increase organic traffic to your website for years to come. 

At the basic level, you should optimize the content on the website for the keywords relevant to your personal injury practice. 

Additionally, you should also consider off-page SEO, to make your strategy even more effective.

5. Creating engaging content

Content and SEO go hand in hand (you’ve got to use those keywords somewhere), and it’s one of the most effective ways to demonstrate your expertise to people searching for legal services.

Helpful videos and articles have the potential to show up in your clients' search results and establish trust from the very beginning. Your potential clients will most likely remember you if you helped put their minds at ease while they were browsing the internet at a time of great emotional peril.

6. Leverage online advertising

By setting aside an advertising budget and running pay-per-click (PPC) ads, you can quickly generate qualified traffic for your website. While SEO is a long-term strategy, search ads allow you to pop up above organic results for people looking for legal services.

The Results You Can Achieve

With this digital personal injury lawyer marketing strategy, you can significantly increase the online reach of your law firm. The best thing is, it’s more effective than traditional advertising.

Just compare PPC advertising to a TV ad. Those watching the TV and seeing your ad probably don’t intend to leverage your service. On the other hand, search ads will be shown to those who are looking for a lawyer. The same applies to SEO and content marketing too. Digital marketing channels are by far the best way to receive qualified leads.

To achieve the most favorable results, you should work with an agency experienced in personal injury lawyer marketing. Learning how to do SEO will take too much time out of your busy day, and without a professional guiding you, your results will be subpar.

Here at Oamii, we’ve worked with many lawyers, and helped accelerate their growth and significantly increase their revenue. 

Call 561-228-4111 or fill out our online contact form and give us a rundown of your goals, and we can tailor our services to suit the needs of your law firm.