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Client acquisition for personal injury lawyers isn’t easy. Not only do you have a large number of competitors, but leads are EXPENSIVE. In fact, 19 of the top 25 most expensive keywords on Google are related to personal injury law firms.
It’s ridiculous. I mean, some mesothelioma keywords max out at a whopping $1,000 per click.
Now, maybe—MAYBE—shelling out a grand per click isn’t a big deal for your law firm. The average mesothelioma settlement is more than $1million, and if you’re a good lawyer—which I’ll assume you are—it’s worth the investment.
The more likely scenario is that you either own or belong to a smaller law firm and you’re looking for an alternative to spending hundreds of thousands of dollars on personal injury advertising.
If that’s you, you’re in the right place. Below I’ll detail four bulletproof—and affordable—marketing strategies for personal injury lawyers. When executed properly, they work together to increase your leads and convert more clients.
Want More Personal Injury Leads and New Clients Without the Hefty Price Tag? Pursue Inbound Marketing
So, if you’re not taking out paid online advertisements, what’s left?
Inbound marketing includes marketing strategies that attract or “pull” prospective clients in at an exact moment of interest or intent. Inbound marketing strategies stand in sharp contrast to so-called “traditional” marketing strategies such as billboards, cold calling, direct mail, print, radio, tradeshows, TV, etc. that interrupt (often uninterested) people by pushing (typically unwanted) messages to them. Clients these days like to do their own research. That’s why 93 percent of consumers use search engines to find a local service, and that include personal injury lawyers.
To capture these consumers and turn them into lifelong customers, there are four strategies you should pursue like a shady ambulance chaser:
- Clean up your website and turn it into your 24/7 client acquisition rep
- Learn search engine optimization
- Take advantage of content marketing
- Remarket to previous website visitors
If you do these four things and nothing else, you should see a good influx of quality personal injury leads.
Establish a Great Online Presence with a Professional Personal Injury Law Website
The most successful personal injury lawyers have amazing websites. That’s right—AMAZING websites. The modern legal client’s expectations for your website are the same as their favorite online experience—regardless of whether that experience was on Amazon, Uber, or GrubHub. If your website isn’t up to par, getting leads and new clients will be an uphill battle—a single bad experience on a website makes users 88 percent less likely to visit the website again, and 75 percent of people have judged a company’s credibility based on its website design.
It can’t just look good, either. If you want a potential client to find and interact with your website, it needs to be:
- Visible in search engines – There are almost 30,000 online searches for personal injury lawyers every month. Since 93 percent of online experiences begin with a search engine, so your website needs to be optimized for them. I’ll dive into search engine optimization in the next section.
- Secure – Not only does Google also give preference in the search results to secured (HTTPS) websites, but your target audience also prefers secured websites—82 percent of people wouldn’t browse an unsecured website.
- Mobile friendly – According to Google, 50 percent of searches for personal injury lawyers happen on a mobile device, and 57 percent of users say they won’t recommend a business with a poorly designed mobile site. Not only that, but Google also ranks mobile websites higher in the search engine results.
- Fast – More than 50 percent of website visitors will leave and go to another website if your website doesn’t load in under three seconds.
- Intuitive and seamless – Once your page loads, potential clients will form an opinion in 0.5 seconds. On top of this, people looking for a divorce lawyer are likely to be in a stressed, emotional state. Help them out by making it easy and seamless to find the information they need.
- Brimming with helpful, well-written content – You are a problem-solver by trade. Transfer your knowledge into blogs videos, ebooks, infographics, and white papers. We’ll get into more about what this means further down.
How to Use SEO to Attract More Personal Injury Clients
You can have the most amazing website in the world, but if people can’t find it, it’s worthless. As we mentioned above, there are almost 30,000 online searches for personal injury lawyers each month. In order to get them off the search engine and on your website, it needs to show up on top of the first page of the search results.
Not the second page or the third—95 percent of people won’t go past the first page.
How do you get your legal website to the top of Google?
With targeted SEO for lawyers.
SEO WORKS. Look at the results one of our clients got with SEO:
Compared to the first month, a local SEO campaign helped this lawyer increase organic visits by:
- 439 percent (percent change over 12 months of local SEO for law firms).
- 869 percent (percent change over 18 months of local SEO for law firms).
Throughout the lifespan of this client, organic search has accounted for nearly 80 percent of all web form submissions from prospective clients: You can see for yourself by downloading the case study.
While there are more than 200 factors that go into ranking at the top of the search results, the ones that matter most are:
- Secured sites (HTTPS vs. HTTP)
- Websites that are mobile-friendly
- Schema markup
- Webpage content quality
- Webpage content length
- Page speed
- Social signals
- Quality backlinks
- Optimized images
- Domain age
- Search intent
Show Your Empathy and Expertise with Content Marketing for Personal Injury Lawyers
Being injured at the hands of someone else is scary, stressful, and frequently comes with unforeseen consequences, so the easier you make the process of getting justice the more likely you are to convert a website browser into a client. Those interested in your services will have a lot of questions and fears, so create articles, blogs, and resources that address each one. Every question you pre-emptively answer and fear you pre-emptively calm will get you one step closer to becoming their legal counsel.
Content marketing includes things like blogs, landing pages, videos, whitepapers, case studies, infographics, and any other asset that comes out of your marketing department.
You can’t just write a couple of blogs and make a couple of guides and call it a day, though—in order to rank well in search engines you need volumes and volumes of unique content. I’m talking hundreds of pages full of custom, helpful, quality content that shows your E-A-T (or expertise, authority, and trustworthiness on the subject). E-A-T is a HUGE factor in Google’s search quality guidelines.
What Is E-A-T?
E: E stands for “expertise”. Google qualifies expertise as a recognized expert in the industry. This is especially true for personal injury lawyers.
A: A stands for “authority.” Your authority is qualified by your credentials. They should be displayed and visible on your website. Include author names and biographies on every piece of editorial content.
T: T stands for “trustworthiness”. This goes back to how trustworthy your site is, and one indicator is backlinks from other trusted sources. Google views backlinks as votes of confidence, and the more authoritative your backlinks are, the more trustworthy you are.
Examples of Helpful Content
Start creating content that answers common questions like:
- Can a personal injury settlement be garnished?
- Can a personal injury be mental?
- Can a personal injury case be reopened?
- Can a personal injury settlement be taxed?
- Can I claim personal injury if I was at fault?
- Can you fire a personal injury attorney?
- What do personal injury lawyers do?
- How long will a personal injury claim take?
- Will insurance cover a personal injury?
- When to hire a personal injury lawyer?
- When to file a personal injury lawsuit?
- How do personal injury cases work?
- How do personal injury claims work?
- How do personal injury settlements work?
- How is personal injury compensation calculated?
- What do personal injury lawyers do?
- What do personal injury lawyers charge?
- How much does a personal injury lawsuit cost?
- Are personal injury settlements taxable?
- Are personal injury settlements public record?
- Are personal injury settlements considered income?
- Personal injury vs medical malpractice
- Workers comp vs personal injury
- Personal injury vs civil case
- Personal injury claim vs lawsuit
- Personal injury settlement vs trial
- Personal injury protection vs med pay
Remarket to Previous Website Visitors
We established that personal law PPC ads are EXPENSIVE. Remarketing isn’t.
Have you ever visited a website and then suddenly started seeing ads for it everywhere, almost “following” you around the web? That’s called remarketing. On average, only two percent of your website visits will turn into new personal injury clients. Remarketing goes after the other 98 percent.
How remarketing works is when someone visits your website, a few lines of code from your retargeting partner drops an anonymous cookie in the user’s browser. This cookie—a small file that stores various bits of information—tracks the site visit without storing any sensitive personal info like name and address. When this cookied user leaves your site to browse the web, the cookie tells your ad platform when that user visits another site.
Learn more about remarketing »
It’s Go Time: Contact Us for Help with Personal Injury Lawyer Marketing
I get it—you’re a lawyer, not a marketer. If any of the above seems like more than you can take on, you should probably look into hiring a lawyer marketing company, like Blue Corona. The only thing worse than no divorce lawyer marketing strategy is a poorly executed one. A poorly executed family law marketing plan can actually hurt your brand and taint your image.
If you need help, you can count on us. We know:
- How to navigate through legal marketing compliance, disclosures, regulations, and guidelines
- How to develop long-lasting relationships with clients
- How to best position your firm’s brand in your marketplace
If you want more personal injury cases while optimizing your marketing costs and increasing revenue, it’s time to see what Blue Corona can do for your law firm. Contact us here or fill out the form below!
About The Author: Betsy is Blue Corona's Digital Content Manager. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod