Personal Injury Marketing: 5 Evergreen Tips to Get More Clients

written byChris Dreyer posted onApril 24, 2021
personal injury marketing

Marketing a personal injury firm is challenging, especially considering how competitive it can be. 

Injury attorneys are not strangers to competition. After all, 90% of personal injury cases that go to trail — end up losing.

While trends come and go, sticking to these personal injury marketing tips are evergreen in their effectiveness.

Tip #1: Implementing PPC Advertising

PPC stands for pay-per-click, and while it technically only stands for advertising methods where you pay for every click, we’re going to be using it colloquially to refer to PPI (or Pay Per Impression) marketing too.

The difference between the two is that while PPC only has you pay for users who click on your ads, PPI bases pricing on how often your ads are shown, regardless of whether viewers click or not.

While each has its strengths and weaknesses, they share many of the same broad benefits.

What Makes PPC Advertising so Effective

Just to give a better idea of why PPC advertising is so effective, let me show you a couple of places it pops up regularly without too much disruption.

First is one of the most popular platforms on the web currently, Youtube.

Youtube ads are extremely common for a reason — the reason being that they work. A study by Oberlo found that at least 85 percent of US internet users consume video content monthly or more.

And a massive portion of those users use YouTube as their primary source.

And another massively popular channel for PPC ads is the Google search engine

Paid advertising for search engines like Google means your website appears right on the top (or bottom) of the search page for the terms that matter.

Considering that many marketers invest months to get similar spots through SEO, this is huge. 

On top of that, the top 3 paid spots on Google get 46% of clicks for that page.

To sum it up, PPC is highly effective, if done right, because it puts your website in front of vast amounts of your target audience at just the right times. 

It’s like using a giant online billboard but with better results.

The Best PPC Platforms for Getting More PI Clients

Now, not all PPC platforms are created equal.

Or at least some work better for certain businesses than others. One platform that works for a salon might be a completely different ideal platform than one that works for a marketing firm.

Here are some of the best platforms to look into for personal injury lawyers:

  • Facebook
  • LinkedIn
  • Google Ads

The Weaknesses of Paid Advertising

No marketing method is perfect; they’ve all got upsides and downsides.

So what are the downsides of paid advertising?

Well, to start: you always have to pay for it if you want results.

Compared to organic marketing, you’ll generally see lower ROI (return on investment) from paid advertisements.

Paid advertising is also not as focused on brand building or growing your loyal following.

Paid advertising works best when used in tandem with other methods: things like SEO, social media marketing, and various other tactics are perfect partners to pair with paid advertising.

And speaking of SEO, let’s cover that right now because it’s an excellent way to grow a long-term group of loyal followers for your firm.

Tip #2: How Personal Injury Content Marketing & SEO Can Grow Your Firm

Did you know that 68 percent of online experiences start with a search engine?

And of all those searchers, less than 1 percent click on a result beyond the first page.

In essence, this means that second-page results might as well be nonexistent (and it’s even worse for third, fourth, and so on).

And for those who think that online traffic isn’t as crucial for local businesses, keep in mind that 76 percent of local smartphone searchers end up visiting a business within a day.

People use online searches for everything.

Why SEO is Becoming Many Firms’ #1 Marketing Avenue

Leads that come to your website as a result of SEO efforts are extremely valuable.

If you’re accounting for their potential alone — SEO leads are eight times more valuable than those that come from ads.

That’s right: SEO leads are eight times more likely to turn into full-fledged customers than leads gained through other online means.

More and more firms are coming to realize the power of SEO and switching up their efforts completely, and who could blame them?

There’s plenty of profit to be had with content marketing and SEO, but here’s the thing:

You don’t have to choose between paid advertising and SEO; as I mentioned earlier, you can do both.

How to Dominate Local Search

First, let’s talk about local search optimization and how you can implement it in your marketing campaigns.

Why Local SEO for Personal Injury Lawyers is Important

A few great things about local search make it pretty much essential for personal injury marketing.

First, local search is inherently less competitive. Since you’re not after a global audience, there are fewer competitive firms.

Trying to rank on the first page against every law firm in the world? You might have a tough time with that one — or at the very least, it’ll take quite some time to get there.

Trying to rank on the first page against every firm in your city? That’s going to be a significantly more manageable task than the former path.

Not only that, but for the viewers who do see your website, you’ll be all the more relevant.

Appearing in local searches for personal injury search terms is crucial for getting PI leads. Why? Google identifies “personal injury lawyer” as a local search term, meaning the top results shown are going to be local attorneys.

If you’re looking for a personal injury firm, you don’t want one based across the country — you’ll likely want a dedicated firm serving clients in your area.

Local marketing also allows you to hyper-focus your messages to make them more relevant to the prospects who matter most.

Tips on Doing Local SEO Right

When it comes to local search, there are a few things that make it unique (compared to SEO at a national or global level).

First, long-tail, location-specific keywords are much more critical towards your success. A focus on broad short-tail keywords will likely waste your resources.

For instance, if you’re only working towards ranking for “law firm” instead of “personal injury firm in Albany New York,” you probably won’t get spotted by many of your ideal, local prospects.

The more you include particular and relevant keywords, the more likely you will attract relevant and local prospective clients.

Second, you’ll want to make sure your Google My Business and NAP citations are on point.

Then, to further build your credibility on Google, encourage clients to leave reviews on your GMB profile. This will build trust and help your rankings.

Getting Started with Content Marketing

Even though content marketing deals with many moving parts, it’s much more straightforward than many people think.

While this isn’t a comprehensive SEO guide, we’ll at least cover some of the essential pieces of the content marketing puzzle.

We’ll start with the number one rule for creating online content.

Content Rule #1: Provide Value

Whether it’s short-form or long-form content, anything you put out needs to complete one goal before worrying about anything else.

You have to provide value to your audience. And specifically for SEO, your value has to align with the intent of searchers.

Providing value doesn’t just mean any old information that you want. It means that you need to provide relevant information that helps your target audience.

For example: If you want more car accident clients, start creating useful content that helps car accident victims.

By pinpointing the people you want to work with, you can create content (usually through a blog or service page) to provide them with relevant and usable information.

Next, after value, comes another critical rule.

Content Rule #2: Consistency is Key

Unfortunately for many, one blog post every other month isn’t exactly going to be a catalyst for change in your firm.

While it’s better than nothing, you won’t find yourself on page one with that kind of effort.

If you want to see SEO results, what you need is consistent content.

Why? The more value you provide — the better — but the more consistent you are, the more your results will compound over time. This will eventually make your search traffic look like this (over time):

This is because search engines, like Google, look for websites that consistently provide relevant info to its users.

Not to mention that your competition is likely putting out regular content too, and if you want to beat them, you’ll need to outpace their marketing efforts.

Content Rule #3: Don’t Neglect Email — Get More Use Out of Your Content

For every $1 you spend on email marketing, you should expect a return of about $42.

That’s right, email is an insanely profitable endeavor, and while new trends are coming into play, that doesn’t mean they’re kicking email out of the ring by any means.

Email marketing is an excellent way to get more bang for your buck from each piece of content you write.

Think about it like this:

The blog posts that get posted on your site? They make excellent newsletter material.

Are you investing your efforts into video content? Those videos make for excellent email marketing pieces too.

Email marketing isn’t just highly profitable; it’s also super versatile. From newsletters to direct marketing, or even just as a method of staying in touch with previous clients — never underestimate the power email can have for your businesses’ marketing efforts.

Combine PPC and SEO

Now, let’s get onto another tactic: combining SEO and PPC to create a search marketing machine.

But first, why would you want to do both rather than just honing in on one?

Why You Should Combine PPC and SEO Efforts

With SEO, you’re building a long-lasting and loyal audience with a lower bottom line, but it takes a while to build that following.

With PPC, it may take time to optimize, but you’ll generally see quick results; the only problem is that it tends to be harder on businesses’ bottom lines.

Notice the significance?

Their strengths cover each other’s weaknesses.

This is precisely why it’s so efficient to use a combination of the two.

Not to mention that reliance on only one channel means your business’ revenue is highly susceptible to quick-changing trends.

Utilizing multiple marketing channels hardens your business against quickly changing market tides and increases the chances it’ll hold strong.

If you’re going to use both PPC and SEO as revenue sources for your business, here’s how they should fit together:

PPC should be where your (relatively) quick results come from.

SEO should be your long-term, sustainable strategy that uses those ideas you’ve tested and implements them for the long haul.

Over time, both of these tactics will build upon themselves, and you’ll likely find areas where you can reutilize content for both channels with only some slight changes.

How Long Before You See Personal Injury SEO Results?

It can be depend on a variety of reasons.

For some PI firms, they may get lucky and strike gold — getting tons of traffic within the first couple of months.

For others, it may take up to half a year or more to see anything significant come from their efforts. Does that mean SEO isn’t worthwhile?

Of course not, but what it does mean is that you can’t precisely predict when you’ll see your first significant results — especially before you even get started.

However, you should likely see results somewhere between three months to a year.

Typically, newer websites take longer to see any types of results, and older ones see results faster. This is because older websites usually have more trust from Google & its users behind it.

Tip #3: Video Marketing — Why You Should Start Implementing It

We touched on video marketing a bit earlier, but I think it’s essential we handle it again, and here’s why:

Video marketing yields 66 percent more qualified leads per year than other avenues.

Video is becoming the king of marketing exceptionally quickly. With apps like TikTok becoming so popular and other popular apps like Instagram hopping on, the trend doesn’t seem to be going anywhere soon.

Whether it’s young audiences, old audiences, professionals, or casual viewers — video content is critical if you want to stay with the current trends rather than play catch up.

On top of that, adding videos to landing pages has been shown to increase conversions by up to 86%.

Tip #4: Referral Marketing — An Underappreciated Gold Mine

Want to know a marketing tactic that’s 4 times more effective at getting prospects to work with you?

One that has a 37% higher retention rate and 16% higher profit?

That method is through referrals.

While they’re not the main focus for many marketers and firms, referrals can be some of the best ways to get more business because they allow you to circumvent vast amounts of time.

Why is that? 

When someone refers their friend to you, there’s an immediate amount of trust that gets built since the referral is coming from a trusted source.

Now think about this, if a customer refers a friend to you, that means you’re effectively getting two customers for the price of one.

And if the second client also refers someone to you? That’s three — and it goes on.

The problem with many firms is that they don’t place enough emphasis or have strategies to encourage these referrals.

So let’s talk about how you can go against the grain and rake in those referrals.

How to Get More Referrals 

Referrals are strong leads because of the trust already built through the relationship of the customer who referred them.

But how can you get consistent referrals?

“Top of Mind” Campaigns:

A top of mind campaign, for many, is much more fitting for a law firm.

In essence, all a top-of-mind campaign does is remind previous clients (or current leads/prospects) that your firm exists.

That way, when it finally comes time to pick a law firm or refer one to a friend, you’re the one that comes to mind first — hence the “top of mind” part.

One way to do this is with an email newsletter.

Sending out a newsletter once or twice a month is a great way to stay top of mind and potentially promote your blog all in one go.

Forming Strategic Partnerships with Other Firms: 

What I mean by strategic partnerships is working with non-competing businesses to hand-off leads with each other.

For instance, as a personal injury firm, you may get cases where a criminal lawyer is needed. So to build a strategic partnership, you might refer that client to a criminal law firm.

As you keep giving referrals to other businesses, they’ll be more likely to refer personal injury cases to you when they come across them.

Asking Directly for Referrals: 

It may seem obvious, but it’s a tactic that often goes overlooked by many firms.

Sometimes, all it takes to get a referral is asking your previous clients or another business (like discussed above).

Many of them would be happy to refer you when the time arises.

So if you haven’t already, make a regular habit of asking if previous clients could refer people over, (especially if they’re a happy client).

Tip #5: How Brand Building Can Transform Your Business

Out of all the differences between the great personal injury firms and the excellent ones, there’s one difference that seems to go over many of their heads.

It’s called building your injury law firm into a brand.

It’s the thing that separates Nike from Sketchers, Starbucks from Dunkin’, Target from Walmart, and so many more competitors.

The vast majority of brand followers don’t choose Nike over Sketchers because the product quality is significantly different; they choose it because they buy into the brand identity more.

Nike has a certain aesthetic, a particular style, and a certain way of messaging that makes them unique.

And while law firms are an entirely different style of business, this tenet stays the same for them too.

What you need for your own business is a way to differentiate yourself from all of the competition.

Here are some branding stats to keep in mind:

  • 94% of consumers are more likely to be loyal to a brand that practices transparency.
  • 73% of people like a brand more because of its helpful customer service.
  • 83% of people prefer a brand that can be honest with its social media following.

Steps to Build a Memorable & Reputable Brand

The first step of brand building is to decide exactly what your brand is.

Does your level of service set you apart?

How about the way you interact with clients?

Or maybe it’s personality.

In all likelihood, it’s going to be a mix of these things and more — but the important part is that you need to decide what it is that makes you different and hone in on it.

Once you’ve done that, you now have a direction to go for the rest of your brand-building journey.

Make Your Mark on Social Media

Social media is a piece of marketing that no business can skip out on — and today, it’s a big part of your online brand.

Big or small, practically every business has some social media presence, but if you want to build your brand, you need a solid social media presence.

That doesn’t mean simply creating accounts on the most popular platforms. It means regularly posting, interacting with your audience and community, and generally making your mark.

The vast majority of law firms don’t put as much effort as they should into this, and it shows.

But the ones who do? They stand out.

According to the ABA, 35% of lawyers that take advantage of social media gain new clients from it.

And the law firms that stand out are the ones that stay in people’s minds, and the law firms that remain at the top-of-mind are the ones they choose to work with when it comes time to choose a law firm.

Encouraging Positive Customer Reviews

Branding your business and keeping up an excellent reputation go hand in hand.

If you want people to see you as the go-to firm in your area, you need to show off all the important social credit from previous clients.

95% of consumers read reviews before spending their money.

Like referrals, getting positive reviews for your business can be as simple as asking your previous clients.

You’d be amazed at the number of clients who’d be happy to leave a review if you ask them.

Review Sites to Keep an Eye On

Earlier I mentioned that getting reviews is critical for your business, but are all review sites created equally?

The simple answer to that is no.

The more popular a platform is with your target audience, the more valuable the reviews are.

But to be a bit more comprehensive, let’s cover the top ones you should worry about as a personal injury firm.

Google My Business


Whenever you make a Google search for a business, you’re generally greeted with results that look something like the picture above.

All of these listings are on Google’s platform, known as Google My Business (GMB).

5% of all views from GMB end with a call, website click, or direction request.

One of the most critical factors in local SEO is a GMB profile, and a well-reviewed GMB bodes even better for your business.

GMB is probably the single most important one if you had to choose one because the people searching for you — also see your reviews.


There’s not too much to say here, since Yelp is already pretty well known — so I’ll leave it at this:

Yelp probably isn’t as critical for a law firm as it is for, say, a restaurant.

However, it doesn’t hurt to keep an eye on your Yelp reputation and encourage clients to leave good reviews.

According to SurveyMonkey, 97% of consumers buy from businesses found on Yelp.

AVVO, Justia, & Other Legal Directories

Legal directories like AVVO and Justia are essential places to get great reviews for quite a few reasons, but we’re going to cover one of the largest.

If someone is searching on AVVO or Justia for a personal injury attorney, they’re serious about finding one.

It’s not just a site everyone is aware of; it’s a law firm website, which means people who find you on it are likely right in your target audience.


Whether it’s through the way you advertise or revamp your firm’s online reputation — each of these tips is a critical one to get in place if you want to bring in more high-quality clients.

Are you looking for help with your personal injury marketing? Feel free to drop any questions in the comment section below.

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