Whether you’re a seasoned attorney or just getting started, the “secret” to getting more clients is Marketing. But marketing a personal injury firm goes beyond billboards and TV ads — in fact, there are many ways and platforms by which to advertise your practice!
With that, it can be difficult to know where to start. Should you post on Facebook? Run Google Ads? Redesign your website? The details of these can send any attorney into a tailspin.
In this guide, we get back to basics. Establish the foundation of a strong law firm marketing strategy, and adopt the tried-and-tested tips to attract as many clients as possible.
For PI Attorneys, Marketing Matters
According to recent stats, Personal Injury Law is a near $58 billion industry! That’s due in part to the emergence of more personal injury firms in the space, as well as an increase in demand and rates. To stay ahead of the competition, personal injury firms need to carve their way with a cutting-edge marketing strategy.
Take Search Engine Optimization (SEO), for example. This is the marketing practice of increasing your business’s visibility in Google. There are only 10 spots on Page 1 — do you want your firm to be at the bottom or the top?
Or consider Social Media. With so many platforms out there (Facebook, X, Instagram, TikTok, etc.) and over 5 billion users, there presents a massive opportunity for potential clients.
As a personal injury attorney, establishing an online presence with a strategic marketing plan is the key to getting noticed, driving traffic to your business, and acquiring more clients.
Types of Personal Injury Attorney Marketing
As stated, there are many ways to market your law firm. It can be helpful to organize marketing strategies in terms of categories. The following categories outline the various types of attorney marketing, along with their respective channels and descriptions.
Social Media Marketing
Social Media Marketing (SMM) refers to the use of social media platforms (like Facebook, Instagram, and LinkedIn) to promote your business. The goal of SMM is to interact with followers, post engaging content, and ultimately drive more leads.
Facebook is the largest social media platform, with billions of users worldwide. It’s great for connecting with prospective and current clients, posting videos and photos, and sharing legal tips. Posting and commenting in Facebook groups can also build credibility and trust for your brand.
Instagram is a highly visual social media platform focused on photos, videos, and stories. Some creative ways to market your law firm on Instagram are to post legal-related infographics, success stories, videos, and informative captions. Features like Stories and Reels can be used to post quick, engaging videos.
LinkedIn is a professional networking site slash social media platform combined. It’s particularly helpful for generating referral business and attracting corporate clients. Personal injury firms can use LinkedIn to post case studies, share legal tips, and highlight industry news. Every attorney should have a LinkedIn profile, whether to attract future career opportunities, grow their professional network, or acquire more clients.
X
X (formerly Twitter) is a popular social media site for posting short updates, images, and new stories. Most suited for quick quips, personal injury law firms can use X to post timely legal advice, updates on cases, and engage with trending legal topics. Hashtags can be used to increase a post’s visibility and reach. X can help your firm connect with a broader audience and stay visible in conversations related to your industry.
YouTube
Owned by Google, YouTube is the world’s leading video search engine. Boasting over 2 million monthly users, YouTube is the place to post and discover great video content.
For law firms, YouTube is a fantastic platform for posting long-form, instructional videos or ads. YouTube can also be used to post “Shorts” — short-form videos similar to Instagram Stories.
Some YouTube video ideas for a personal injury firm might include:
- “What to Do After a Car Accident: Legal Steps Explained”
- “Common Mistakes to Avoid in a Personal Injury Claim”
- “How Long Does a Personal Injury Case Take?”
- “Real Client Stories: Personal Injury Case Results”
- “Do’s and Don’ts of Speaking with Insurance Companies”
TikTok
TikTok is a short-form video platform popular with younger audiences (generally, 18-35 year olds). But anyone (yes, even attorneys) can go “viral” with great videos! Personal injury attorneys can use TikTok to share quick legal tips, funny stories, educational content, or behind-the-scenes videos in an approachable way. Hashtags are also a thing here, so use them to increase the visibility of your videos.
PPC Ads
Pay-per-click (PPC) advertising is a form of marketing that involves running ads for which you pay for each click on your ad. In other words, you “bid” on certain keywords and/or targeting parameters to reach a certain audience, and if a user clicks on your ad, you pay a cost.
While PPC may be more expensive than organic methods (like posting on social media), the results are more immediate. With PPC, you have more control over who your content is shown to and whether they take direct action, like booking a consultation.
Google Ads
Google Ads is the most commonly used PPC advertising platform, as it allows businesses to advertise directly in the Google search results. This is particularly effective for law firms, as most potential clients venture to Google to search for legal services.
If you run Google Ads for your business, you can target certain search terms (like “personal injury lawyer”) in your exact market (“Denver” or “NYC”, etc.). Google Ads allow you to drive conversions to your website, resulting in contact form completions, phone calls, or consultations booked.
Microsoft Ads
Microsoft Ads is very similar to Google Ads, only it’s through Microsoft’s proprietary advertising platform. Microsoft Ads allows advertisers to display their ads through search engines like Bing. When a user searches for a keyword (like “PI attorney Los Angeles”), and you bid on that keyword, your ad can be displayed ahead of your organic competitors. It can be helpful to work with an experienced law firm PPC specialist to ensure the best bang for your buck.
Social media ads
Most social media platforms allow for PPC advertising in addition to organic posting. If you’re looking to take a more competitive approach, social ads may be the way to go. Facebook Ads, Instagram Ads, YouTube Ads, LinkedIn Ads, and TikTok Ads all exist to help your business drum up more visibility and leads.
Consider which platform(s) your audience is likely to use the most, and which targeting parameters make the most sense for your brand.
For example, if you are a PI attorney specializing in car accidents, you might want to focus on Facebook Ads and Instagram Ads where you can target users based on their recent interests, behaviors, and location. These platforms also allow you to zero in on individuals who have shown interest in personal injury topics or legal services.
Email Marketing
Email is one of the oldest forms of online communication, allowing individuals and businesses to connect across the world. One significant benefit of email marketing is that you “own” your email list; you can save users’ contact information, natively, to re-engage with leads and past customers. This makes you less reliant on third-party platforms, like social media.
There are a few ways to use email marketing in your business. For one, you can run an email newsletter and prompt users to subscribe through your website, building your email list. Also, you can send follow-up emails to past inquiries, re-engaging “cold” prospects. Email marketing tools can automate these processes, saving you time and resources.
The most popular email marketing tools include:
Website Optimization
Your website is one of the most important digital assets you have for your business. It is the primary place people visit to learn more about your firm and services. With Website Optimization or SEO, you make it count — ensuring people can find, interact with, and convert on your website.
Law firm SEO is multi-faceted but mainly involves optimizing your website for the keywords people are using to search for legal services in Google. By including these keywords in your website content, adhering to Technical SEO best practices, and keeping your site fast and user-friendly, you can increase your website’s Google rankings and traffic.
Events & Community Involvement
Though not strictly digital, events and community involvement can be used to attract more legal clients. You can advertise special events online (through social media, on your website, via ads, etc.), or market your event the old-fashioned way through posters or mailers.
Informative events, like a session on “5 Questions to Ask When Hiring a Personal Injury Attorney,” can help educate people about the legal process and working with a lawyer. Also, community service, volunteering, or scholarship events show your commitment to your community, building trust in your firm.
Referral Marketing
Referral marketing is a strategy where businesses encourage existing clients or partners to refer new clients through word-of-mouth recommendations.
For example, a personal injury law firm can implement referral marketing by encouraging former clients, healthcare providers, or other attorneys to refer potential clients. These referrals are highly valuable, as they come with a level of trust and credibility that traditional advertising can’t always achieve. LinkedIn, email, and social media are great channels for nurturing referral partner relationships.
Content Marketing & Blogging
Got a blog? If you don’t, you should! Engaging, informative, and well-written content is paramount when it comes to educating your audience and building trust. Personal injury firms can increase traffic and attract new clients through regular blog posts and other forms of content marketing, like downloadable PDFs, infographics, or resources.
Some potential topics to cover on your blog may include:
- “What to Do After a Car Accident”
- “How to Maximize Your Personal Injury Settlement”
- “The Personal Injury Claim Process Explained”
- “3 Lessons Learned in Our Last Personal Injury Case”
- “Types of Damages You Can Recover in a Personal Injury Case”
- “Common Mistakes to Avoid After an Accident”
- “When Should You Hire a Personal Injury Attorney?”
- “The Difference Between Personal Injury Settlements and Trials”
Build Your Personal Injury Marketing Strategy
Every successful marketing strategy starts with a PLAN. To simply “wing it” puts you at risk of wasting valuable time and resources on marketing tactics that won’t drive any return for your business.
Before you begin posting content or running ads, follow these steps to create a strong foundation:
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- Set Your Goals – Whether you want to increase website traffic, generate leads, or raise brand awareness, set specific and measurable goals to guide your marketing efforts.
- Identify Who Your Ideal Clients Are – Consider factors like location, age, type of injury, and legal needs when it comes to your target audience. This will help you tailor your messaging, ads, and content for maximum impact.
- Choose Your Platforms Wisely — Focus on marketing platforms where your target audience is most active. Facebook and Instagram might be ideal for local visibility, while LinkedIn could help connect with referral sources like doctors or other attorneys.
- Develop a Content Calendar — Post consistently with educational blog posts, videos, case studies, and infographics. Plan content that addresses client concerns and builds trust in your firm.
- Get Organized — Use online marketing tools like Hootsuite or Buffer to organize your social media content, automate posting, and respond to comments in real-time. Reduce the manual workload with streamlined tools and automation.
- Track the Results — Use social media insights and ad platform analytics to track the performance of your marketing efforts. Review and adjust your strategy based on what’s working and what needs improvement. The proof is in the numbers!
20 Personal Injury Lawyer Marketing Ideas
Looking for bonus tips for how to market your personal injury law firm? You’ve come to the right guide! Incorporate some of these ideas into your marketing strategy for more traffic, leads, and engagement!
1. Upgrade to a professional website
Adopt a mobile-friendly website design that puts your business’s best foot forward. Your website should be optimized for mobile users and include clear calls to action (CTAs), service pages, attorney bios, case results, and contact forms.
2. Implement on-page SEO
Want to rank in Google for keywords like “personal injury lawyer near me” or “best personal injury attorney”? Use these terms throughout the page titles, descriptions, and body content on your website to increase your organic visibility and relevance.
3. Create or refresh your Google Business Profile
A Google Business Profile (GBP) is a free listing businesses can use to attract customers via the Google search results. Claim and optimize your GBP to appear in local searches, and make sure your business name, address, phone number, website URL, hours, and details are up to date. Check out our guide on using Google Maps Marketing for your law firm.
4. Publish valuable blog content
Use a keyword research tool like Semrush or Answer the Public to generate blog post ideas related to your niche. Aim to publish at least 2 blog posts per month, focusing on valuable topics and reliable information for your audience.
5. Get started with Google Ads
Utilize Google Ads for targeted keywords to appear at the top of search results for high-intent queries, such as “car accident lawyer.” Set geo-targeting to your specific area to attract relevant clients. Consider running paid ads on other search engines, like Bing.
6. Share your success stories
Use social media to showcase success stories (with permission) from your past clients. Share learnings and outcomes from previous cases. Provide relevant tips on Facebook, Instagram, LinkedIn, and X to engage potential clients.
7. Embed testimonials on your website
Use a testimonials plugin to embed client reviews directly from Google onto your website. Add client reviews to your blog posts and service pages, where relevant. This can build trust and encourage more business!
8. Share industry knowledge with guest posts
Build your brand and gain recognition by contributing articles to industry-related publications. Many legal websites and magazines, like LawyersBay and LegalScoops, offer guest posting opportunities to attorneys looking to share their thoughts with readers.
9. Grow your subscriber base with email marketing
Add a newsletter subscription box (like these) to your website to encourage users to subscribe to your email list. Send regular newsletters to current and past clients, keeping them informed of law changes, case results, and firm updates.
10. Advertise free consultations
Get new clients in the door by offering a free or low-commitment consultation. You can display this offer prominently on your website and on social media, lowering barriers for potential clients and increasing your leads.
11. Start a YouTube channel
YouTube is the largest video marketing platform around, attracting millions of users per day. With a YouTube channel, you can post thought-provoking videos and Shorts to garner attention from potential clients. Create videos explaining personal injury law, common case outcomes, and attorney introductions to build trust with your audience.
12. Leverage niche-specific partnerships
Do you tend to work alongside healthcare professionals, business owners, or other attorneys? Take stock of the industries that result in the best referrals and leverage those relationships. Connect with other professionals and ask whether there’s a basis for them to send clients your way, and vice versa.
13. Add your info to legal directories
In addition to having a Google Business Profile, make sure you are listed on platforms like FindLaw, Super Lawyers, Martindale-Hubbell, and similar legal directories. Look for reputable review sites like Yelp and Laywers.com for more profile opportunities.
14. Host a webinar or live Q&A
Answer viewers’ questions in real-time with a live webinar or Q&A session. You can showcase your expertise and address common legal questions through platforms like Facebook Live or YouTube Live video.
15. Try your hand at retargeting ads
Use retargeting campaigns to re-engage visitors who have left your website without contacting you. Google Ads and Facebook Pixel allow you to track website visitors and serve them targeted ads as they browse other sites or social media platforms. These ads can remind them of your services, showcase testimonials, or offer additional information that encourages them to return and contact you.
16. Drum up publicity with Press Releases
Press releases are official statements/articles distributed to media outlets to announce newsworthy events or updates. For your firm, press releases can highlight major case wins, new partnerships, firm expansions, or community involvement. They help build credibility, increase media coverage, and boost visibility in both traditional and online news platforms.
17. Get noticed with TV ads
If you prefer a more traditional route, TV ads may be the thing. Consider running TV commercials that showcase your expertise in personal injury law. You can use these ads to highlight client success stories and emphasize the benefits of hiring your firm. Air these ads during local news or daytime programming, where viewers are likely to be potential clients. There are many TV advertising companies to choose from.
18. Stand out with billboards
Place eye-catching billboards in high-traffic areas, such as highways or near busy intersections. Focus on simple, bold messaging that clearly communicates your legal services, firm name, and contact information. The goal is to make the message quick and easy to digest, so potential clients know exactly who to call if they need legal help!
19. Air your ad on the radio
Does your target audience listen to the radio? Consider running informative radio ads that explain how your firm can help after an accident or injury. Target local radio stations with high listenership during drive times (morning or evening commutes). Make sure to repeat your firm’s name and phone number, and provide a strong call to action.
20. Don’t forget about print!
Print ads in local newspapers, magazines, and legal directories are a traditional form of marketing. Look for publications with a readership that aligns with your target audience, such as local business journals or community newsletters. Use the ad to highlight your experience, call out client testimonials, and offer a free consultation to attract potential clients.
Market Your Personal Injury Firm Like a Pro
There are many effective and creative ways to market your personal injury law firm without breaking the bank. From social media posting to blogging, YouTube to paid ads, we recommend experimenting with different mediums depending on your niche and audience. Track the results, adjust if needed, and see what sticks!
Of course, if you need additional help, we’re always here to support your strategy! Hennessey Digital specializes in Digital Marketing for law firms, spanning from SEO to Web Design to PPC. Want to grow your legal practice? Contact us to learn more about our digital marketing solutions.