Personal Injury Law Firm Marketing
After helping personal injury lawyers across the country bring in millions of dollars in new cases, we have a few ideas on what marketing tools work for law firms like yours.
We’ve compiled 12 personal injury marketing ideas to help attract clients online and in the real world.
Looking for personal injury law firm SEO tips? We have a complete guide!
- Build a Personal Injury Website Focused on Your Future Clients
- Sell Your Success
- Get Reviews from Clients
- Offer a Live Chat Option
- Offer a Texting Option for Leads and Clients
- Networking - Shake Hands and Make Contact with the Outside World
- Create Videos but Keep it Short
- Help Your Community
- Press Releases
- Email Marketing
- Advertise Outdoors
- Run TV Commercials
PERSONAL INJURY LAWYER MARKETING IDEAS:
- Build a Personal Injury Website Focused on Your Future Clients
- Sell Your Success
- Get Reviews from Clients
- Offer a Live Chat Option
- Offer a Texting Option for Leads and Clients
- Networking - Shake Hands and Make Contact with the Outside World
- Create Videos but Keep it Short
- Help Your Community
- Press Releases
- Email Marketing
- Advertise Outdoors
- Run TV Commercials
1. Build a Personal Injury Website Focused on Your Future Clients
When someone needs a personal injury lawyer, they are not in their best moment in life. They’re in pain. They’re scared. They’re stressed out about finances and how they’re going to recover. Your website needs to convince someone in this situation that:
- You know what they’re going through and empathize with their challenges.
- You’re not going to just treat them like a case number and will respect their time.
- You’re going to genuinely fight for every penny they deserve.
- You’re a winner and your clients love you.
When someone lands on the homepage of Sommers Schwartz, they see it is a law firm with an aggressive team of legal experts that has recovered over $1 billion.
Next, you have to prove it.
2. Sell Your Success
Personal injury law firm marketing essentially comes down to two things: injured people and their families knowing you exist and convincing people that know you exist that you’re the best damn lawyer in town. Your website is a great place to prove you’re the best.
Highlight Major Case Results
Show off some of your biggest verdicts and settlements to let future clients know that you have a tracking record of winning, no matter how big the case may be.
Highlight Complex Case Results
Big numbers are impressive but what’s also impressive is when you fight against a large entity over a complicated matter. That’s why Todd J. Leonard Law Firm, a personal injury firm in northern New Jersey, features a case on their website about fighting for a young driver who was injured due to a road defect. The firm had to bring in experts and even hired an engineer to prove liability, which ultimately resulted in a nearly $3 million settlement for their client.
Let your clients know that you’re going to do whatever is necessary to win and that you have the resources and creativity to get the results they’re depending on.
Highlight Media Interviews
If you or other attorneys on your team have been interviewed by local or national media, that lends a level of prestige and credibility to your personal injury firm. According to Gallup/Knight Foundation, roughly 60% of people trust local news and our own focus groups have proven that people often trust that experts in the news have been vetted and are more trust worthy than the average lawyer.
You should feature national and local news outlets that your firm has been featured in so that website visitors can see that you’re not the “average lawyer.”
Use your website to demonstrate how you are the best choice.
Your website can be a great lead generation tool if you ditch the idea that you can convince people to hire you simply by telling them to. Instead, show people why they shouldn't look anywhere else. Evidence-based arguments, like testimonials, complex case studies and testimonials make it easy for future clients to make the decision to contact you.
PERSONAL INJURY LAWYER MARKETING IDEAS:
- Build a Personal Injury Website Focused on Your Future Clients
- Sell Your Success
- Get Reviews from Clients
- Offer a Live Chat Option
- Offer a Texting Option for Leads and Clients
- Networking - Shake Hands and Make Contact with the Outside World
- Create Videos but Keep it Short
- Help Your Community
- Press Releases
- Email Marketing
- Advertise Outdoors
- Run TV Commercials
3. Get Reviews from Clients
Every time you settle a case, you should direct your client to your Google Business page and ask them to write a review. Reviews are not only helpful for personal injury SEO, but also people trust Google as a neutral source.
When someone in Philidelphia is looking for an auto accident lawyer, they have over 250 reviews to read to find out why MyPhillyLawyer is the best injury attorney to take their case.
Don’t be shy about asking for reviews, and it’s ok to use multiple tactics. Here are some ways to get reviews after winning or settling your next personal injury case:
Direct Email Request: After a successful case, send a personalized email thanking the client for choosing your law firm and include a direct link to your Google Review page, asking if they'd take a few moments to share their positive experience.
Follow-up Phone Call: During a post-case call, express gratitude for their trust and confidence, inquire about their satisfaction, and then ask if they can do a favor for you by writing a review on Google.
Leave Behind Cards: Hand out cards at the end of meetings that have instructions on how to leave a Google Review.
Text Message Reminder: For clients who prefer text communication (which is most of them), send a brief thank-you text with a link to your Google Review page. Just like with the phone call, ask them to do a favor for you by sharing their positive experience on Google.
Automated Email Series: Integrate an automated email campaign that prompts clients for feedback at specific intervals after their case concludes. Make sure the series has a limited number of reminders and that it's monitored so that clients quit receiving emails after they post a review. You don’t want to turn a positive review negative by continuing to ask them to do what they have already done.
In-Person Request: Sometimes, a simple face-to-face request after a positive meeting or at the closure of a case can be quite effective. If you do in-person meetings to hand over the proceeds of their personal injury case, this is a good time to ask for a review. Having a card with instructions and a QR code will make it easier.
Thank You Video: Record a brief video expressing gratitude and guide them on how to leave a Google Review, which can be embedded in emails or your website. Using a service like Loom or Vimeo can help you create these videos and share them with ease. If you’re thinking that a video for each client is too much work, remember, nobody is going to hire a firm with zero reviews. This is time you’re investing in your personal injury marketing success.
CLM is singularly focused on my firm's success and frequently over-delivers. I don’t think that you could make a better choice.
- Paul Greenberg, Briskman Briskman & Greenberg
We have been using CLM for our websites for a number of years and they have been outstanding! Their entire team has always been highly responsive and met all of our marketing needs.
-Todd J. Leonard, Todd J. Leonard Law
- Build a Personal Injury Website Focused on Your Future Clients
- Sell Your Success
- Get Reviews from Clients
- Offer a Live Chat Option
- Offer a Texting Option for Leads and Clients
- Networking - Shake Hands and Make Contact with the Outside World
- Create Videos but Keep it Short
- Help Your Community
- Press Releases
- Email Marketing
- Advertise Outdoors
- Run TV Commercials
4. Offer a Live Chat Option
You’ve probably seen the chat bubbles on your competitors’ websites. That’s because they work. We’ve seen conversion rates increase more than 20% after adding a live chat feature. You can either manage them in-house or use a third party that will follow a script to turn chats into leads.
5. Offer a Texting Option for Leads and Clients
Did you know that 75% of millennials prefer texting to talking? In fact, 90% of Gen Zers prefer digital communication with many reporting an actual phobia of talking on the phone. Collectively, these two phone-adverse generations make up 42% of the U.S. population.
That is a massive audience that wants to text, not call. Adding a text feature to your site can increase leads from younger clients but you should also consider enabling text communication with your clients while working their case. That will help you earn more of those five star reviews that are so critical to your personal injury marketing plan.
6. Networking - Shake hands and make contact with the outside world
Networking can lead to valuable referrals. From other attorneys to medical professionals who help injured people in your community, a handshake can deliver more leads to your office. Here are some helpful ways to network and drive leads to your personal injury firm.
Lawyers can benefit from relationships with other interest groups.
Collaborate with others to build mutually beneficial relationships.
Healthcare Providers: Partner with local doctors, physiotherapists, and chiropractors for seminars or health fairs. They often come into contact with patients who might have been injured due to someone else’s negligence.
Local Gyms: Since personal injuries can often lead to a need for physical therapy, partnering with local gyms or yoga centers can be a valuable networking avenue.
Non-Legal Local Groups: Become a member of local hobby or special interest groups, such as book clubs, hiking groups, or rotary clubs. It's a more casual way to network and get to know community members.
Insurance Agents: While it may seem counterintuitive, building a relationship with local insurance agents can sometimes lead to referrals if an agent feels the client isn't being treated fairly.
Auto Repair Shops: Local body shops and mechanics can be a great source of car accident injury referrals.
- Build a Personal Injury Website Focused on Your Future Clients
- Sell Your Success
- Get Reviews from Clients
- Offer a Live Chat Option
- Offer a Texting Option for Leads and Clients
- Networking - Shake Hands and Make Contact with the Outside World
- Create Videos but Keep it Short
- Help Your Community
- Press Releases
- Email Marketing
- Advertise Outdoors
- Run TV Commercials
7. Create Videos but Keep it Short
You know those questions that you hear a hundred times a day? Sit down in front of your camera and answer them for the public. Short videos can drive new leads to your firm and also develop a level of comfort with a prospective client before you ever meet.
Leverage Bite-Sized FAQ Segments:Address the most commonly asked questions in a rapid-fire style. Each video can focus on one question, offering concise and direct answers, making it easy for viewers to find and digest the information they're seeking. If you can keep these videos under 90 seconds and you’ll find more success on platforms like TikTok, YouTube Shorts, and IG Reels. This video from personal injury lawyer, Brooks Schuelke, got over 1,000 views without spending a dime on TikTok ads.
@civtrial Do trial lawyers actually go to trial? 👨⚖️⚖️🏢 Shockingly, few trial lawyers do go to trial. A University of Texas law professor conducted a survey and found that 30% of trial lawyers have never gone to a jury trial and 64% of the lawyers have done one or fewer trials. #personalinjury #triallawyer #austinlawyer #schuelkelaw
Visualize Complex Legal Concepts: Utilize animations or simple infographics to break down intricate legal jargon. By simplifying and visualizing these terms, you can demystify the legal process for potential clients. These videos are great for social media engagement and can also be used on your website. Custom Legal Marketing has an extensive portfolio of videos that get results and don’t require a lawyer to spend any time in front of the camera.
Harness the Power of Storytelling: Instead of just stating facts, craft a brief narrative around a specific topic. For instance, rather than simply discussing compensation, share a short story about a client's journey to achieve it. The Steinberg Law Firm in South Carolina does a great job sharing their clients’ journeys through their beautifully produced videos which are used online and in their local market.
8. Help Your Community
Helping your community is good for your neighbors and it’s good for business.
Host workshops on topics like "Safety Measures to Avoid Accidents" or "First Steps After an Injury". This not only promotes safety but positions the lawyer as a community-focused expert. The Steinberg Law Firm hosts bike safety events each year and hands out safety gear, like bike elements to children.
Sommers Schwartz’s attorneys get to together to volunteer and work in their community through their “Sommers Schwartz Serves” program showing that they care about their community as much as they do the clients they’re fighting for every day.
Sommers Schwartz volunteers at Gleaners Community Food Bank.
9. Make Use of Press Releases
Press releases not only get your law firm in front of journalists, it can also be a fast track to the top of page 1 through Google News and Apple News. When sponsoring events or working in the community, press releases can share your good deeds and become a valuable part of your personal injury marketing plan.
When Chicago personal injury law firm, Briskman Briskman & Greenberg awarded their 2023 Accident Survivor Scholarship, their press release landed on AP News as well as local Chicago networks.
Here are some other topics that are great for press releases:
Legal Victories
Local Law Firm Secures Landmark Verdict in Product Liability Case.
Staff Additions & Promotions
Celebrated Attorney Joins [Law Firm] to Strengthen Personal Injury Division.
Seminars & Workshops
Exclusive Workshop on Navigating Post-Accident Legalities to be Hosted by [Law Firm].
Publications
Lead Attorney from [Law Firm] Contributes to Renowned Legal Journal. Get extra mileage out of your thought leadership.
Expansion News
Trusted Personal Injury Law Firm to Build New Office.
Professional Commentary
Recent Case Sheds Light on Medical Malpractice: Insights from [Law Firm].
Recognition & Awards
[Law Firm Name] Honored with Prestigious Award for Excellence in Personal Injury Law.
These press releases are great after being recognized by Best Lawyers, Super Lawyers, and other lawyer-rating organizations.
My law firm practices personal injury law in one of the most competitive cities in the country and CLM has kept us on page one for over 10 years.
- Briskman Briskman & Greenberg
- Build a Personal Injury Website Focused on Your Future Clients
- Sell Your Success
- Get Reviews from Clients
- Offer a Live Chat Option
- Offer a Texting Option for Leads and Clients
- Networking - Shake Hands and Make Contact with the Outside World
- Create Videos but Keep it Short
- Help Your Community
- Press Releases
- Email Marketing
- Advertise Outdoors
- Run TV Commercials
10. Make Use of Email Marketing
Setup a bi-weekly or monthly newsletter to keep in touch with your past clients and professional contacts. Newsletters are great for referrals and for letting your contacts know that your first is still active and doing better than ever.
Steinberg Law Firm sends a bi-weekly newsletter to clients & contacts.
11. Advertise Outdoors
Outdoor advertising is much bigger than billboards. It’s a long term personal injury marketing strategy that can keep your law firm top-of-mind in your community.
Interactive Billboards: You may have seen these at a local mall, bus stop, or transit center. Use billboards that incorporate sensors or QR codes, prompting passersby to engage directly with a piece of content, such as a testimonial video or a success story. If at a transit center, the video could be aimed at pedestrians giving them tips for how to stay safe during their foot commute.
Bus Bench Stories: Instead of the standard law firm name and number on bus benches, share a brief but impactful client success story to capture attention.
Safety First Campaigns: Use roadside billboards to display safety tips, subtly branded with the firm's name, emphasizing the firm’s commitment to community safety.
Transit Wraps with a Twist: Wrap city buses or trams with intriguing narratives of resolved cases. Using different creative ads (while of course staying on brand) can keep your firm from becoming background noise.
Seasonal Messages: Tailor your outdoor advertising to the season, such as tips for driving safely in winter snow or staying safe during summer activities.
12. Run TV Commercials
TV advertising is more powerful and targeted than ever. With connected TV, your TV ads are an extension of your personal injury law firm’s digital marketing strategy. Target key demographics for class action cases or do general regional targets for name recognition.
It all starts with a conversation.
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