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Personal Injury Lawyer Marketing Guide: Best Strategies and Tactics

updated
November 21, 2022
29 min
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Personal injury marketing is intense, competitive, and cutthroat. Lawyers know they must stand out to gain a competitive edge. As a lawyer, you need to master one key skill: how to get personal injury leads. Thanks to our experience working with personal injury law firms, we know the strategic steps required to make that happen.

To find clients, you must invest in marketing and personal injury lawyer advertising. This practice area is simply too competitive to do otherwise. All you have to do is turn on the television or go online to experience the sheer volume of messaging from PI law firms.

This guide will review the steps you need to take to establish your law firm as a viable competitor.

How to Get Personal Injury Leads?

  • Creating a high-performance website
  • Starting and managing PPC advertising campaigns for personal injury
  • Building landing pages that convert
  • Optimizing your website and content
  • Setting up social media advertising campaigns
  • Learning the best practices for legal directories advertising

What Makes Marketing Personal Injury Law Firm So Special and So Hard?

Marketing a personal injury firm is expensive and competitive. In some instances, PPC campaigns may cost nearly $1K per click. Of the 25 most expensive keywords in Google Ads, 19 are related to personal injury law. These high prices are the result of intense competition in the field, and that competition is everywhere.

This dynamic can be attributed to how personal injury law works. Clients don’t pay upfront, so they can be very selective. The job of the personal injury firm is to convince clients that the firm can achieve a better outcome than any other law firm.

Personal injury law also has a complex revenue generation model. Some PI cases may take years to settle. Then, the payouts can take just as long. It’s possible for a law firm to be collecting money today from a client they retained thanks to a marketing campaign that ran two years ago. That complicates attribution and ROI calculations.

How to Get Personal Injury Clients

1. Build a High-Performance Website Supporting Your Brand

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.
Your mission
  • 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.
Show our team
  • Explain Why Potential Clients 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.
Why clients should choose you
  • 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.

2. Make Your Website Mobile-Friendly

More than half of all internet searches are completed using a mobile device. That shouldn’t be surprising, considering how often you use your smartphone to find something online. It’s safe to say that mobile is no longer trending; it’s simply the way people use the internet today. Your personal injury law firm has a vested interest in offering a mobile-friendly experience.

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.
Page is usable on mobile
  • 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

3. Improve the Conversion Rate of Your Website

If you need to determine how to get personal injury cases at a faster pace, focus on your conversion rates. No matter how or where you are marketing, many people who are interested in your personal injury services are going to check out your website before contacting your firm directly. This happens regardless of how they find out about you. Even word-of-mouth prospects will check out your website to see what you are all about.

If you optimize your website and turn it into a high-converting powerhouse, those visitors become leads. The site visits become inquiries and phone calls. To make this happen, you have to invest in conversion rate optimization (CRO).

One of the simplest ways to do this is to include call-to-action text and buttons throughout your website. These will give visitors the opportunity to convert when they are ready, but you must approach them intelligently.

Stracci CTA

You want to avoid overwhelming visitors with pop-up ads and poorly timed calls to action. These can be annoying and distracting. However, you don’t want to wait too long to let visitors convert.

CTAs in testimonials section

Start by making your contact information easy to find on every page. You can also implement a chat support feature. Then, place CTAs strategically on your site. You might even reuse call-to-action buttons throughout your site for simplicity and consistency.

CTA in blogs

Be creative with call-to-action placement. For example, you can embed a CTA into page content. It could pop up with a simple contact form or click to call. Fixed CTA buttons stay in place even while the user is scrolling.

Live chat on your website isn’t just a support tool; it can also boost sales and conversions. Chat support team members can recommend legal services and collect contact data from prospective clients.

Finally, page speed is a conversion factor. Keep your website performance high to create a user experience that puts visitors in a converting mood.

4. Get Instant Results With PPC for Personal Injury Law Firms

Now you have an optimized website that is ready to convert. How can you get traffic there quickly? SEO can take several months to attract a meaningful amount of organic traffic to your website. It’s even more challenging in a competitive marketplace.

Because of this, personal injury advertising is often the way to go. Paid search ads can put your law firm right in front of your target audience. 

Take the following steps to create and launch an effective personal injury Google advertising campaign.

Start With Targeting

One of the best aspects of Google Ads is that it allows you to build targeted ad campaigns that align with your personal injury digital marketing strategy. You can target audiences in your campaign based on location, device type, and demographic characteristics.

Here’s a simple example: You could target people under 65 in Chicago. Then, bid higher for the opportunity to reach audiences who are using smartphones to search for personal injury lawyers.

But be careful — Google offers such robust targeting options that it is easy to get lost trying to figure things out. You are better off using manual targeting and overcoming any learning curve than you are letting Google target your ads for you.

Conduct Keyword Research

Google search advertising is based on keywords. Lawyers identify keywords they believe are relevant; i.e., keywords that potential clients will use when searching for an attorney. Another method is to do some competitive research. For an illustration, Google “personal injury car accident attorney” and then review the ads that show up. These keywords are then stored for future use in ads.

Tools also come in handy at this stage. Keyword research tools like Semrush, Ahrefs, or SpyFu allow users to explore keywords to see how they perform. For example, you can use the Ahrefs keyword explorer to retrieve all sorts of information on the value and CTR of a particular phrase. 

These tools also offer alternative suggestions and long-tail keyword options. This information will help you identify the best-targeted phrases.

As you research keywords, you want to pay attention to two metrics in particular. The first is the cost per click (CPC). That’s the amount of money you will pay each time someone clicks on an ad using that keyword. Higher CPC keywords tend to perform well, but you will pay more for them. In Canada, the average price for a click is 57 cents. In the U.S., it’s $1.05.

CPC in Ahrefs

The second metric is monthly volume. This is the number of searches that happen for a given keyword in a month. High-volume keywords get a lot of action, but you will have a lot of competition for these.

Keyword volume

Once you have identified the keywords that are relevant and within your budget, you can go to Google Ads. There, you will enter your keywords. If you prefer, you can experiment with the keyword research tool on the Google Ads dashboard, which is nearly identical to Ahrefs.

Google Ads volume

Here are the steps to go into Google Ads and enter your keywords.

  • Select objectives; for example, Leads
  • Choose campaign type: Search
  • Complete settings such as Locations
  • Enter your keywords

The process is very intuitive. You may be asked for slightly different information based on your objective or campaign type. However, the keyword entry screen doesn’t change.

Budget and Bidding

How does the ad process work? After someone enters their search query, they get a results page. At the top of the page are ads that Google has decided are relevant to that person’s search intent.

There will be three or four ads at the top of organic search results, then more ads at the bottom of the page. But how does Google determine which ads go where?

Top 4 results from SERP

The most important parameters Google uses are which keywords you have chosen, how relevant the ad is, and how much you have agreed to pay for each click.

All of this is done using an auction process. The price is determined by the user who is willing to pay the most to have their ad ranked at the top. Fortunately, you don’t have to bid blindly. Google’s keyword tool will provide you with an approximate cost per click. You can use that information to estimate what your competitors are paying for clicks. Also, you can check out Semrush for detailed CPC insights.

How to show CPC in Semrush

KPIs to Follow During Your PPC Campaign

You’ve made some key decisions about your campaign. Now, you need to determine how you will track your campaign performance. You have to track KPIs like impressions, clicks, and conversation rates. Which metrics matter to you will depend on your campaign objective.

One important thing to track is your Quality Score. Take time to create multiple ad copies for the set of keywords you have chosen. Then, track which ads have the best performance. Optimized ads that are most relevant will perform best. These will lead to more conversions, a higher ROI, and a lower cost per click.

There are also metrics you’ll want to track on your landing pages. These are:

  • Average session duration
  • Bounce rate
  • Time spent

These metrics will let you know if you need to make adjustments to the landing pages connected to your ad campaigns.

Consider Bidding for Your Brand Name

You should seriously consider bidding on your brand name. If you don’t, your competitors might. If that happens, the first thing people will see when they Google your law firm name is your competitor’s message. Essentially, this gives the people who want to take your clients away the first chance to reach them. 

Suppose that a competitor bids for your brand name as a keyword. They could place an ad at the top of the search engine results page with a negative message about your firm. By bidding on your brand name, you can avoid this scenario.

There are other benefits to doing this. It gives you full control of the messaging your potential clients see. That’s a level of control that you don’t get with organic search results.

Brand bidding is relatively inexpensive, and you get a lot of value out of it. Protect your brand. You’ve worked hard to establish it.

Ad Extension Can Enhance Your PPC Campaign

Google offers ad extensions that allow you to enhance your ads. These can be used to create a competitive edge and boost ad performance. Here are some of the more common features:

  • Call Extensions: Add a phone number to your ad to allow direct calls
  • Location Extensions: Pulls in your law firm address from your Google Business Profile
  • Sitelinks: Adds website links to your ad to direct traffic to different pages

There are several other extensions, but these are the most popular. They are a great fit for law firms and other local businesses.

Why should you use ad extensions?

Brands that use ad extensions experience better ad performance. Extensions give potential clients additional ways to engage with your law firm. They can move your prospects a bit closer to conversion. If you use an extension, the average CTR increase is between 10% and 15%.

Additionally, when you use ad extensions, your ads take up more space on the page. They visually dominate the screen and can push your competitors down the page. You may even earn a higher ranking for ad relevance

Google also offers a Call Only ad. Rather than charging for each click, you are charged for each call.

2. Leverage the Power of SEO for Personal Injury Law Firms

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. 

SEO internet 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 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. Local SEO 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:

Personal injury car accident attorney in Google ads

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. Invest in Content Marketing

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?

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 an excellent way to generate in-depth content for your website. This method works best when blog content is organized into hubs using a topic cluster format. Your blogs can give customers the information they need while driving them to a practice area page that aligns with their search intent.

Writing blog posts about trending topics may attract more traffic. However, these leads are not likely to be interested in hiring a personal injury lawyer. The value of creating this content is very minimal, and it would be a mistake to dedicate a lot of energy to it. 

Put most of your effort into writing blog posts that will build your audience and drive traffic to your site organically. Also, create a strong repository of evergreen content that will provide information and answers to personal injury clients.

Feature Your Best Cases

Walk clients through some of the toughest cases you’ve worked on, along with the outcomes you were able to achieve for your clients. If you had a particularly high settlement for a car accident victim, talk about the challenges you were able to overcome to secure the award in the case. These kinds of posts can increase the confidence that potential clients have in your firm.

Legal Q&A

Most of your clients won’t be familiar with the legal process. Building up a series of blog posts around common questions and answers can be helpful both for clients who are in the middle of a claim and for those who have not yet started to work with your firm. Create blog posts around specific types of cases that your firm works with by interviewing one of the lawyers at your practice. Providing answers to frequently asked questions is a great way to build up your law firm’s content marketing strategy. A helpful FAQ page that answers questions commonly asked on Google could earn you placement in featured snippets or the People Also Ask box. To figure out which questions to answer in your FAQ section, think about what your clients ask about the most. Also, look into the People Also Ask section on Google for any keywords you want to optimize in your content. Provide relevant, engaging answers to be featured in search results.

5. Legal Directories

Legal directories contain information about member law firms, such as practice type, location, contact information, and customer reviews. These generally link back to the law firm’s site. Legal directories are useful for personal injury lead generation because they send large amounts of traffic to the law firms that have listed with them. To get your share of these personal injury leads, you should create a profile in the major lawyer directories, then optimize those for search.

You can boost your presence in legal directories by taking these easy steps:

  • Add a professional photo
  • Complete the bio or about section with your experience and case wins
  • Upload positive reviews
  • Share an intro video
  • Keep your contact information up to date
  • Write an attention-grabbing headline

There are paid options for legal directories. For example, you can pay extra to have your law firm's website featured at the top of the list in certain target categories or for specific cities. Remember that these legal directories tend to float to the top of Google search results. It is even possible to earn the clients you need through paid directory entries without building your own website.

Most legal directories also include lead capture and feedback forms for visitors. Many of these leads are then distributed among the legal directory’s premium users.

6. Premium Placement Directories

Attorneys can use free legal directories to earn leads. They may also create profiles in more generic business directories or local listings. However, to attract quality, targeted traffic, many personal injury attorneys will invest in premium placement directories. Here are some examples of these.

Justia

Justia lawyers

Justia has one of the highest domain authorities of all legal directories. Because of this, citations and backlinks from Justia have a lot of SEO value. Lawyers can create a free profile on Justia. That profile will also appear on the website of the Legal Information Institute, a resource maintained by Cornell Law School. Additionally, users can opt for a premium membership that buys additional visibility in their selected area of practice.

Lawyers.com

Lawyers.com is a well-known and respected directory. It has a good domain authority and ranks for several hundred thousand keywords. You can also choose to list your site on Martindale-Hubbell, which will also show your profile on Lawyers.com. Both directories are useful for earning leads.

A free Martindale-Hubbell profile will cause your law firm to show up only when people directly search for your law firm name. However, with a paid subscription, your site will show under your practice area and location. You can also purchase a sponsored listing for additional impact.

Avvo

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 potential clients directly. You simply have to dedicate some time to type up answers.

SuperLawyers.com

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.

Awards for Personal Injury

Most attorneys include information about awards and accolades they have received on their websites. These can help increase trust and authority. Many law firms will include these awards in their about or bio sections. Here are some examples of awards being incorporated onto law firm websites:

Here are some awards that could be considered worthy of inclusion on your law firm website:

Be careful that you are focusing on earned awards. There are unscrupulous organizations that give paid awards with no real value.

7. Gather More Testimonials

Trust is extremely important in personal injury law. People who have been injured are relying on you to help them and guide them through a complex process at a confusing time. One way to increase that trust is to ask your satisfied clients to leave positive reviews on Google and other platforms. Having positive reviews can make a meaningful difference in how your firm is regarded and whether you receive more clicks.

In addition to Google, you can also focus on earning reviews on sites that are specifically for attorneys. For example, many legal directories also allow verified law firm clients to post reviews. Martindale-Hubbell, Avvo, and Lawyers.com all do. Yelp isn’t only for attorneys, but it is popular enough that positive reviews there are helpful.

Make it a policy to ask clients to share their thoughts about your practice. You can frame it as something you would appreciate in terms of helpful feedback as well as providing useful information to future clients.

8. Build a Presence on Social Media

Social media has become one of the most popular marketing outlets for personal injury law firms. Platforms like Facebook and LinkedIn are especially well-regarded by attorneys, as well as Twitter. Many attorneys also use dedicated legal platforms such as Avvo to engage audiences and share content.

It's worth noting that you likely won't get many direct leads from social media. After all, social media probably isn't the first place your potential clients will go when they need a lawyer the most. However, it's a great practice to stay active on social media anyway. By consistently engaging with potential clients when they don't need a lawyer, you remain top of mind so that they come to you when they do need one.

If you don’t remain active on social media, you risk losing clients to personal injury firms with a stronger digital footprint. Potential clients may also assume a lack of social media presence means that your firm isn’t active.

Upon creating your firm's social media profiles, you'll want to create and share content regularly. These tips will help you maintain a steady flow of engaging content:

  • Testimonials: When you receive positive reviews or testimonials, share a snippet of these and link to them on your social media pages.
  • Success Stories: When you achieve a major win for a client, share that on social media. Mention the outcome and how it made a positive impact on the client’s life.
  • Sponsored Posts: You can use paid ad options on social media to ensure that the news you share on your platforms is seen by your target audience.

Social media is valuable because it helps you engage with an audience and direct some traffic toward your website. However, as stated, it isn’t a very powerful lead-generation tool. Instead, it’s more useful for brand awareness.

If you are interested in investing in paid options on social media, consider Facebook retargeting. With this strategy, you show targeted ads to people who have either engaged with your brand on social media or visited your site without converting. To take advantage of Facebook retargeting, you will need to install a pixel on your web and landing pages. This pixel will track people who have engaged with your law firm.

9. Gather More Referrals

Referrals are a key source of business for personal injury law firms. The following sources have been the most fruitful for lawyers searching for leads via this channel:

  • Peer Referrals: Referrals from other attorneys are an excellent source of business. When someone needs an attorney, they often reach out to a lawyer they know. If you work hard to establish a personal brand as an attorney, you increase the chances of your name coming up at the right time.
  • Client Referrals: If your clients are willing to provide reviews and testimonials, that’s great. However, nothing compares to a business referral from a happy client. 
  • Network Referrals: Put effort into building up your business and personal networks. Connect with colleagues, fellow alumni, community members, and so on. These connections may eventually lead to client referrals.

10. Make Videos to Build Trust

Video marketing is an excellent option for personal injury lawyers. Video content is inexpensive and accessible; it can be produced and edited with just a smartphone and laptop. Extra equipment is simply a bonus. This engaging content type allows you to connect with your audience. You can build trust with video content by answering questions about legal topics and familiarizing viewers with legal processes.

When you engage in video marketing for lawyers, you can choose from multiple video types. These include:

  • Attorney Profiles: If your law firm has several attorneys, consider producing an introductory video for each of them. This will allow each attorney to share about themselves and delve into their particular area of expertise. Work on a balance of professional information with a bit of personal story to create a connection with the viewer.
  • Frequently Asked Questions: Turn your firm’s FAQ section into a video or series of videos. For more complex questions, you can dedicate an entire video to providing an answer. For simpler questions, you may be able to bundle related questions into a single production.
  • Video Testimonials: If you have clients who are willing to sit for a video testimonial, take them up on this. These personal stories are compelling, and they also provide a trusted third-party endorsement of your practice.
  • Firm Introduction: This video is similar to your attorney profiles. However, in this case, you are providing a narrative of your law firm as a whole. Share information about your mission and values, the services you provide, and more.

Videos can be embedded on your website. You can also share them on social media and your YouTube channel.

How Niche Targeting Helps You to Get More Personal Injury Cases

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

To begin earning niche 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.

How to Measure Your Personal Injury Attorney Marketing Performance

What is your target cost per case (CPCase)? If you struggle to answer that question, you aren’t alone. A personal injury case may resolve for a few thousand dollars or millions. Your niche practice area also makes a difference. As an attorney who focuses on automobile injuries, you may prefer to keep your costs well under a thousand dollars. In more lucrative niches, you might be willing to pay more than $100K to land the right case.

It is helpful to establish your CPCase as it creates expectations and sets a benchmark. This target will help you make better marketing decisions and allow you to calculate a concrete ROI.

Here are some tips for determining a target CPCase:

  • Calculate your law firm’s average case settlement value
  • Multiply that number by 10%, 20%, and 30%
  • The answers are your possible CPCase figures

Decide which figure represents what you are willing to invest in marketing for the average case.

Now, it's time to track leads from every source. The easiest tracking will be submissions you receive directly from your website and those generated from online chat.

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.

Grow Your Personal Injury 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.

This article was written to include a full selection of personal injury marketing ideas and offer an overview of techniques that could be a good fit for different firms. Experiment with any combination of these. Also, try some methods that aren't mentioned here, such as telephone outreach.

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 digital 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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    Sasha serves as Managing Partner for Grow Law Firm, a Chicago-based digital marketing agency focused solely on specialized growth strategies for attorneys and their practices.

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