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Expert Guide to Personal Injury Lawyer Marketing: Get More Clients With Personal Injury Advertising

17 min
Mar 24, 2023

Personal injury law is a highly competitive industry, and to succeed, law firms need to invest heavily in personal injury marketing and advertising. To get new personal injury clients and cases, it's essential to stand out in the crowd, and digital marketing is an absolute requirement to do so. A robust online presence can help personal injury lawyers reach potential clients where they spend much of their time, on the internet.

With so much at stake, it's vital to have a successful personal injury advertising campaign that can bring in qualified leads to your firm. In this blog post, we've compiled the ultimate guide to personal injury marketing ideas and strategies to help personal injury firms run a successful digital advertising campaign. With our tips and tricks, you can make sure your firm is visible online, build your brand, and attract clients in this ever-evolving practice area.

10 Personal Injury Marketing Ideas to Get More Clients

If you want to win with personal injury practice marketing, here are 10 easy ideas to jump-start your efforts:

  • Build a high-performance website
  • Create a solid content strategy
  • Invest in SEO
  • Start a PPC advertising campaign
  • Create converting landing pages
  • Register for lawyer directories
  • Be active on social media
  • Start an email marketing program
  • Find a niche
  • Measure your results

1. Build a High-Performance Personal Injury Law Firm Website

Your website is one of the most visible elements of your digital marketing efforts. Internet marketing focus groups have revealed that people make immediate judgments about a company or service from their first impression of a lawyer's website content. At the bare minimum, your website should:

  • Explain What You Do: Your website should establish that you are a personal injury lawyer and that you help people injured in accidents obtain fair compensation for their injuries. People visiting your website should understand that they are your target audience.
Include information about your goals on your personal injury lawyer website
  • Reveal Who You and Your Team Are: Potential clients want to know who they will be talking to if they call your firm, and who will be representing them if they hire you. Your website should leave the impression that you are ethical, hard-working, and genuinely care about your clients.
Provide information about your lawyers
  • Explain Why People Should Choose You: Your past case results and client testimonials can be very persuasive. Many attorneys incorporate video testimonials of actual former clients for an added trust factor.
Iclude why choose section on youre personal injury lawyer website
  • Provide One or More Ways to Contact You: A phone number and email contact form are common channels. Some attorneys offer a live chat on their website.
A contact form on website

Your website is the framework for other marketing efforts like SEO and pay-per-click advertising. Even if you are just starting out with a minimal personal injury attorney marketing budget, you need a website. It should look like it is new or a few years old, not 20 years old.

These best personal injury websites exemplify some of the features that will make your website a lead-generating machine.

Optimize Your Personal Injury Website for Mobile

Consider some of the stressful situations people may be in when they realize they need a personal injury lawyer — at the scene of an accident, while recovering in the hospital, or during a meeting with an unhelpful insurance rep. These aren't situations where a desktop computer will be handy. Instead, people are likely to use their mobile phones to get the help they need right away.

If your site isn't mobile-friendly, people are five times more likely to bounce. You need to build a site that is fully functional on a mobile device. It should also meet the performance demands of the typical mobile user.

Here are some steps to follow to make your website genuinely mobile-friendly.

  • Verify that Your Website Is Mobile-Friendly: Your site needs to offer mobile users all of the same functions that desktop users have. If it doesn't, you will need to upgrade. You can test this by pasting your website URL in Google's Mobile-Friendly Test. This will give you insights into whether your site is optimized for mobile and what needs to be changed.
Make your website user-friendly
  • Conduct a Mobile Page Speed Test: A mobile page speed test will tell you how your page is performing. Just enter your URL. If it isn't up to speed, you will be provided with some suggestions for optimizing images or dealing with caching issues.
A mobile page speed test

2. Create a Content Marketing Strategy for Personal Injury Attorneys

As a personal injury lawyer, most of your clients will not be very familiar with the legal system. They may also be hurt, frightened, and worried. You want to be the one who provides them with answers to their questions, offers the information they need, and helps them navigate the legal system. You can do this by providing helpful content to prospective clients. 

Start with detailed practice area pages. Focus on areas of specialization that attract the most interest. For example, one of your focus areas might be defective product injuries. You can then add an FAQ page and follow that up with some blog posts that go into detail about some of those commonly asked questions.

Here are some fitting questions to address in personal injury blogs:

  • How much does a lawyer cost?
  • Can I sue if I was partially at fault?
  • How do I file a lawsuit?
  • What is the difference between worker's comp and personal injury claims?
  • Are taxes owed on personal injury settlements?

Personal Injury Law Firm Content Examples

Successful law firms typically have four primary types of content:

Practice Area Pages

Every practice area that a lawyer handles should have a corresponding page that offers valuable, timely information to visitors. Generally, these pages will be long-form (roughly 2,000 words) and detailed explanations of the practice area.

Although content should be written in an evergreen manner to be continually relevant, it should still be updated occasionally. You'll also want to include a call to action to encourage visitors to reach out for a consultation.

Legal Blogs

Blogging is a great way of showcasing your expertise and providing your audience with useful, educational content. The most effective legal blogs are organized into information hubs, each focusing on a specific cluster of interrelated topics. In addition to providing your customers with useful information, your blogs should drive them to a relevant practice area page that aligns with their search intent.

Feature Your Best Personal Injury Cases

Referencing some of your toughest cases and highest settlements can boost a reader's confidence in your abilities as an attorney. For instance, you could mention a time that your personal injury law firm obtained a high settlement for a car accident victim. Make sure to walk the reader through challenges you encountered and how you overcame them, leveraging your expertise.

Personal Injury Attorney Q&A

Most of your prospective clients will not be familiar with the legal process. By crafting a series of blog posts to answer common questions or address core topics in your area of practice, you can help clients better understand the legal process.

You should create a dedicated FAQ page so that readers can quickly locate important information for the legal challenges they're facing.

3. Invest in Personal Injury Lawyer SEO

Earning top placement in organic search results is one of the key functions of personal injury law firm marketing. Search engine optimization (SEO) is modifying web pages so they are more likely to be prioritized in search engine results for Google and other platforms. These results are served up using algorithms that sort and filter billions of web pages to showcase the most relevant sites.

Search engine algorithms are so polished at this point that users can generally trust the results they receive. For example, a search for a “personal injury firm in Seattle” will return law firms in and around Seattle.

Ads are listed first in search results, but the reality is that some users ignore them. Instead, they will scroll down to find the first few organic results. As a personal injury attorney, landing within the first few positions in organic search results can lead to a big payoff. If your web pages are at the top of the list, this can build authority and generate leads.

Types of SEO for Personal Injury Lawyers

Search engine marketing usually consists of the following elements:

On-Site SEO 

On-site or on-page SEO is another key component of digital marketing for personal injury lawyers. It involves optimizing various components of your pages. These changes can increase your domain rating and make it easier for search engines to index your site for the right keywords. Some on-site SEO processes include using keywords properly, optimizing the meta title and description for each page, and adding header tags. You can include relevant images and alt tags to further boost on-site SEO.

Local SEO

Local SEO is optimizing your web presence so your personal injury law firm appears in local search results. You should aim for the local 3-pack results as well as top organic results for location-specific keywords. It is important to law firms as most serve clients nearby. However, even national law firms can benefit from local optimization.

One of the primary components of local SEO is your Google Business Profile, as seen here:

Google My Business for personal injury lawyers

Local directory profiles are also an important part of local SEO:

Local directory profiles as an important part of local SEO

Off-Site SEO

If your law firm is active in community outreach and participates in forums outside of your own website, you are already on the way to leveraging off-site SEO. Use these activities and your presence elsewhere to gain backlinks to your law firm website as a way to add off-page SEO to your marketing strategy. One way lawyers do this is by publishing their blog posts on other sites. This helps get their content out to a wider audience. Additionally, they earn a backlink for each post.

4. Get Results With PPC Ads for Personal Injury Lawyers

Pay-per-click (PPC) ads place your firm's name on popular search engines, charging you a certain amount (based on the keyword) whenever someone clicks on an ad.

Personal Injury PPC keywords, like all legal phrases, are highly competitive. Therefore, you will need to set aside a healthy budget if you want to use this personal injury lawyer marketing strategy. You can also mitigate your costs and maximize your ROI by using more specific keywords, like "car accident attorney in LA" instead of "attorney in LA."

Even if you're prepared to spend significant money on your PPC campaign, you shouldn't use it as your primary strategy for accumulating traffic for your personal injury law firm. Instead, use it to supplement your other lead acquisition efforts, such as search engine optimization.

Personal Injury Lawyer Advertising Examples

Below, you will see standard PPC results and rich results. The latter includes photographs of senior personal injury attorneys, Google ratings, and how many years each firm has been in business. These eye-catching ads, located at the very top of SERPs, make it tough for potential clients to scroll past without at least skimming the information in each advertisement.

The next example includes PPC results for "personal injury lawyer." Each of the ads featured below provides relevant information to readers and includes links to popular service pages. Consider leveraging this tactic to draw users to your site.

For additional examples, search for relevant phrases you would like to target in future PPC campaigns.

5. Create Custom Landing Pages to Grow Your Personal Injury Practice

Each practice area needs a dedicated lawyer landing page. This lets you target users with specific search intent and demonstrate your expertise in each area, landing more clients as a result. For example, you should create a separate page for car accidents, motorcycle accidents, and slip-and-fall incidents.

Personal Injury Firms' Landing Pages Examples

Personal injury law firm landing page

6. Register in Directories for Personal Injury Law Firms

Useful Personal Injury Lawyer Directories

To attract quality, targeted traffic, many personal injury attorneys should invest in specialized lawyer directories. Here are some examples:


Justia lawyers

Justia has one of the highest domain authorities of all legal directories. As a result, backlinks and citations from Justia help your off-page SEO and support your marketing efforts.

Justia allows you to create a free profile that will appear on the Legal Information Institute website, a resource maintained by Cornell Law School. You can choose a premium membership, adding visibility to your practice.


Avvo for lawyers

Avvo is one of the most well-known legal directories and is an excellent source of high-quality leads. It also has a good domain authority, which will help your SEO rankings. You may choose a free listing at Avvo, or you can pay for a premium option that includes additional features and more visibility for your law firm.

Avvo's question-and-answer segment gives attorneys a chance to interact with prospects directly. You simply have to dedicate some time to typing answers.

Supelawyers for lawyers

Super Lawyers, a Thomson Reuters directory, is highly sought out by attorneys. If you can add the Super Lawyer designation to your name, you will be able to earn more quality leads. However, the catch is that you must be nominated. After you are nominated, you will go through a review process, evaluation, and final selection.

7. Connect to Personal Injury Clients via Social Media

Social media marketing has emerged as one of the most effective marketing tools for personal injury law firms, with Facebook, LinkedIn, Twitter, and dedicated legal platforms like Avvo being the top choices for attorneys. Although social media is not the primary platform potential clients will go to when they need a lawyer, it is still a great practice to maintain a strong online presence. Consistently engaging with potential clients on social media platforms helps to ensure that your law firm remains top of mind when they do need legal services.

A lack of social media activity can lead to losing clients to personal injury firms with a more robust digital footprint. It may also give the impression that your firm is not active. Creating and sharing content on your law firm's social media profiles regularly is essential to keep your audience engaged.

Some tips for creating engaging content include:

  • sharing positive reviews and testimonials
  • highlighting significant client successes
  • utilizing paid advertising options to reach your target audience.

Although social media is a valuable tool for building brand awareness, it is not a powerful lead-generation tool. However, Facebook retargeting can be a highly effective paid advertising option to consider. By using this strategy, you can display targeted ads to people who have engaged with your brand on social media or visited your website without converting. To take advantage of Facebook retargeting, it is essential to install a pixel on your website and landing pages to track people who have engaged with your law firm.

In conclusion, law firm social media marketing has become an indispensable marketing tool for personal injury law firms. Consistent engagement with potential clients through social media platforms can help to keep your law firm top of mind when they need legal services. By sharing engaging content and investing in paid advertising options such as Facebook retargeting, law firms can improve their digital footprint and attract new clients.

8. Start a Personal Injury Attorney Email Marketing Campaign

For law firms specializing in personal injury, email marketing can be a cost-effective and highly effective tool. With email marketing, law firms can communicate updates and promotions to their entire customer base or target specific prospects with tailored emails.

Personal injury lawyers can use email marketing to nurture prospective clients with informative blogs and eBooks that walk them through the personal injury case process. This approach can help to convert potential clients who are interested in the firm's services but not yet ready to commit to the legal process into active clients.

In addition to acquiring new clients, email marketing is a powerful tool for building long-term relationships with former and prospective clients.

For example, personal injury law firms can create a monthly newsletter that keeps clients informed about product recalls and provides helpful tips to protect themselves and their families from faulty products. This approach can keep the law firm top of mind for clients, increasing the likelihood of referrals from former and current satisfied clients.

To ensure the effectiveness of law firm's email marketing campaign, it is essential to send relevant and valuable content at reasonable intervals. Sending too many irrelevant emails can result in clients unsubscribing, which can flag emails as spam. By providing relevant and valuable content, personal injury law firms can use email marketing to effectively nurture prospects, retain clients, and generate referrals.

9. Target a Specific Niche for Personal Injury Law Firms

Niche targeting is the practice of focusing on very specific practice areas, which allows you to reach a highly targeted audience and market without much competition. Additionally, niche targeting helps you stand out as an expert in your field. For example, you may be lost among hundreds of personal injury lawyers in your city, but people will remember you as a niche specialist.

By writing about niche topics, you also increase your chances of connecting with people who are searching for your services. For example, “personal injury lawyer” is a very generic term with lots of competition. In contrast, these are some examples of niche keywords:

  • Mesothelioma attorney
  • Dog bite injury lawyer
  • Childbirth injury attorney
  • Medical malpractice lawyer
  • Car accident lawyer
  • Workplace injury attorney
  • Slip and fall lawyer
  • Negligent injury attorney
  • Motorcycle accident lawyer
  • Construction accident attorney

How to Earn More Niche Personal Injury Leads

To begin earning niche personal injury leads, start by creating a practice area page for each of your specialty practice areas. You can link related practice area pages together as well. For example, a car accident injury page can be linked to an automotive wrongful death page.

Here are some fast tips:

  1. Start with your main practice area page that includes the services related to that area
  2. Write content about each practice area that allows you to share your knowledge with potential clients
  3. Create niche subpages to avoid including too much information on the main service page
  4. Share videos and reviews

Finally, include a clear call to action at the end of every niche practice area page.

10. Measure Your Personal Injury Marketing Strategy Results

Personal injury lawyer marketing can be tough, especially if you don't constantly monitor and evaluate your campaigns. This can lead to wasted revenue, especially if you're not sure where things went wrong. Fortunately, you can improve visibility and maximize the reach of your content by leveraging powerful campaign monitoring solutions.

There are several tools that allow you to track conversions and other behaviors:

  • Google Analytics: Allows you to track conversions based on your campaigns and other details.
  • Google Search Console (GSC): Provides reports based on behavioral data pulled from organic search results, including impressions, clicks, and other metrics. GSC also provides analytics data on landing pages.
  • Ahrefs: Use the rank tracker to see how your personal injury website ranks for your target keywords. The tool provides different rankings for mobile and desktop.
  • AWR Cloud: This is another search rank tracking tool that can help you analyze organic search performance.
  • Semrush: The Semrush traffic analytics tool allows you to collect data on website traffic and conversions. Additionally, you can compare your performance with your competitors.

Should You Hire a Personal Injury Marketing Agency?

Hiring a personal injury lawyer marketing agency can be a great way to acquire more leads. A marketing agency will handle the day-to-day management of your campaigns, meaning you can focus your energy where it belongs — your clients.

Working with a team of professional marketers will also help you dive right into the world of digital advertising without worrying about wasting your hard-earned money. A reputable firm will bring you up to speed on the latest marketing trends and tactics so that you can make every dollar count.

But not just any marketing agency will be a good fit for your brand. If you want to optimize your ROI, you need a team that specializes in law firm marketing. So when searching for a marketing partner for your practice, verify that they have worked with clients in your practice area. The best agencies will also demonstrate their proficiency by providing real-world results they have achieved for past clients.

Grow Your Personal Injury Law Practice With Grow Law Firm!

The personal injury practice area is competitive and daunting. A small law firm or solo practice has to hold its own among large firms with deep advertising budgets. Fortunately, online marketing acts as a true equalizer.

If you are hesitant to test the waters on online marketing, you aren't alone. Many personal injury lawyers prefer to work with experts, especially when a marketing strategy includes paid campaigns. In that case, the best choice is to find a results-focused law firm marketing agency like Grow Law Firm. We specialize in online advertising and marketing for law firms. Contact us to discuss your strategy.

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