Do’s and Don’ts of Successful Personal Injury Lawyer Marketing

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Client acquisition for personal injury lawyers isn’t easy. Besides having a large number of competitors, the leads are expensive. To increase profits, formulate a marketing strategy wherein you can acquire more number of clients at an affordable marketing cost.

Here are the Do’s and Don’ts of successful personal injury lawyer marketing: Do’s

1. Pursue inbound marketing

Since clients research on their own these days, you have to “pull” the prospective clients in at the exact moment of intent. 93% of customers use search engines to find a local service.

Pursue these four strategies of inbound marketing consistently.

  • Have a clean personal injury law firm website that is built in a way to acquire clients
  • Utilize search engine optimization
  • Take advantage of content marketing
  • Remarket to previous website visitors

2. Establish an online presence with a professional personal injury law firm website

All your digital marketing efforts are to direct prospective clients to your website. The efforts will be fruitful only when the prospective clients reach the end of your sales funnel and become paying clients. This is possible only when you have a professional website that users find easy to interact with.

You can do this by ensuring your website is secure with an HTTPS certificate and loads fast. Other pointers to work upon are,

a) Use SEO to be visible in search engines

Optimize for all the main keywords and long-tail keywords your prospective clients will be looking for. There are more than 30,000 online searches for personal injury lawyers every month. Voice search is on the rise, so be sure to optimize for the same.

b) Optimize your website for mobile users

More than 50% of the searches are from a mobile device. Your website content, images, and web page layout should be optimized for mobile phones. Since mobile usage is high, Google also ranks websites higher which optimizes for mobile phones.

c) Use content marketing

Publish new blog posts on your website frequently. Publish content in various forms – blogs, videos, e-books, whitepapers, and infographics.

d) Your website should be intuitive and seamless

Your website is the first interaction that your prospective clients have with your website. Make sure it drives them to approach you for their personal injury law case.

3) Track your leads

Tracking your online marketing leads is the first step to understanding them and converts them further. You can start with website submissions and online chats. Use conversion tracking in Google Analytics to track leads from these two sources.

If your law firm is focused on driving phone calls, add phone call tracking to your website and landing pages. You can use these four call tracking services:

  • Google call tracking
  • WordStream call tracking
  • Call Tracking Metrics
  • CallRail

4) Use search engine optimization

95% of users don’t go past the first page of the search engine results page, so it is important to rank within the first three organic results. 80% of all web form submissions from prospective clients are generated through organic search. The important ranking factors are content quality and length, social signals, quality backlinks, optimized images, search intent, and domain age.


1) Don’t work without a clear and detailed marketing plan

Marketing online without a clear and detailed plan is like flying blind. It is essential to have a clear plan that explains the marketing goals along with the steps and means to achieve them. Your marketing channels should be measurable in order to see the progress and modify the plan accordingly to get optimum results.

2) Don’t target ROI. Set cost-per-case goals.

You can determine cost-per-case with the following steps.

  • Find the firm’s average case settlement value from the past 2 years
  • Take the average case settlement and multiply by 10%, 20%, and 30% to get three possible cost-per-case numbers
  • Decide how much you are willing to spend – 10%, 20% or 30% of the average case on marketing.
  • Based on the cost-per-case spend decided, formulate your digital marketing strategy.

3) Don’t forgo having a mobile-friendly website

Having a mobile-friendly website is no longer a trend but a necessity. Your personal injury law firm website should have a completely functional responsive site design.

Some companies do the mistake of having a different URL to target mobile users. Use the same URL for your website across all devices that you are targeting – web, mobile and tablet.

Your law firm website should load fast on web and mobile. A 10-second page load time has a 123% bounce rate. If you do not have a website that loads quick enough, the leads that land on your website as a result of your marketing efforts will go in vain.

To make sure your website is responsive, use tools to check it. the tools give you a detailed report as to why your web page is not mobile friendly. Use tools to test your mobile page speed. The tool would also provide instructions and suggestions to increase the page load speed. Use the instructions and suggestions to consistently improve your website.

4 ) Don’t forgo re-marketing

A prospective client who has visited your website and left without taking an action has to be re-marketed to. This is essential because only 2% of your website visits will turn into clients. Remarketing goes after the other 98%.

Remarketing involves showing Google ads to your website visitors as they browse through Google and its partner websites. Since Google has several partner websites, the targeted users will see ads across the web. Repeated exposure to your brand will encourage them to approach you for their personal injury law case.

Four ways to re-marketing are,

  • E-mail remarketing
  • remarketing list search ads
  • search retargeting
  • video remarketing

if you use Facebook ads in your digital marketing plan, you can also retarget on Facebook. It will reduce your cost-per-case.


The above-listed practices will reduce the cost of client acquisition for your personal injury lawyer marketing. If you want more personal injury cases while optimizing your marketing costs and increasing revenue, it’s time to see what Bright Bridge Infotech can do for your law firm. You can contact us here.