Receiving an ongoing, consistent stream of clients for your personal injury law firm is essential to your ongoing growth and success. However, you may be at a standstill if you are unsure where to start or how to market your law firm.
At The Legal Marketing Company, our team of marketing pros is ready to take the reins and help you achieve your goals.
Here, you can learn more about personal injury marketing and what it takes to succeed in search engines.
We also offer clients a free consultation to discuss marketing needs and how we can create a strategy that will help them achieve the success they deserve. The personal injury industry is becoming increasingly competitive, and you need a marketing strategy that positions your law firm ahead of the competition. We can create that for you.
The Basics of Personal Injury Marketing
Digital marketing is promoting a business’s products or services via digital media. Our digital marketing services for personal injury law firms include helping your personal injury practice in front of potential clients on social media platforms, in search results, and more.
Why You Need Digital Marketing
Using digital marketing helps you “level the playing field” when competing against law firms using traditional advertising strategies. With smart marketing, it is possible to outcompete larger firms with a bigger marketing budget.
Personal Injury Digital Marketing Starts with Your Website
The foundation of your digital marketing strategy is your website. This is where you will make a first impression on many potential clients. Creating a quality, optimized website is considered a low-cost, long-term, effective investment for your personal injury practice.
You may wonder what a quality personal injury website looks like. While you can use a bit of creativity here, there are some characteristics to remember.
For example, it is best to have a modern and contemporary design that reflects your brand and values. You also need interactive elements that allow potential clients to explore and learn more about your services. A mobile-friendly site is required, and the content should be easily read. Your code must be optimized for search engines to ensure you appear at the top (or near the top) of SERPs (search engine results pages).
Digital Marketing Strategies That Can Propel Your Personal Injury Firm to Success
If you want to succeed in a digital marketing strategy, there are certain elements to know.
Reputation and Discovery
When creating a marketing strategy for a personal injury law firm, we focus on two main things: reputation and discovery.
A law firm with a positive reputation will result in more referrals and higher conversion rates. Discovery is how easily your law firm is found when someone searches for a personal injury lawyer.
When it comes to online marketing tactics, there is an overlap between reputation and discovery. This is mainly because the algorithm used by Google is focused on showing searches for high-quality content.
If you plan to use SEO (search engine optimization) to be discovered in search engines, you must create content that improves your reputation.
The content you write and post on your website matters when creating a digital marketing strategy. Today, almost everyone is online. They turn to search engines for all types of products and services.
Google (and other search engines) aim to provide the best possible results for someone’s search query. Part of Google’s algorithm is focused on finding quality content.
Remember, consumers spend a lot of time researching before deciding on a service provider or product. Also, there is virtually endless information online. Because of this, people usually spend a lot of time researching what attorney to hire. The content you create matters. You can ensure your website and services are found by creating relevant and useful content.
Many clients needing a personal injury lawyer are unfamiliar with the legal system. They are usually injured too, which creates an extremely stressful situation. You want to make it easy for these people to navigate your services and learn about what you offer. Potential clients want someone who can help them with their problems. With easy-to-understand and easy-to-navigate content, you can meet this need.
Creating high-quality service pages on your website for each practice area is necessary. Each location needs an optimized service page if you provide legal services in multiple locations.
Having a blog on your website is recommended. On the blog, you can answer common questions people searching for personal injury lawyers ask.
Once you create blogs for your website, share them across social media. Doing this allows your content to reach even more people who may be searching for the services you offer.
Create a Mobile Friendly Site
Today, 92% of the search engine market belongs to Google. Also, the majority of traffic on Google comes from mobile devices. This number is still growing.
It has been found that over 50% of mobile users will abandon a website if it takes over three seconds to load. Also, Google has stated that the load time on mobile devices will impact your search rankings.
Having a mobile-friendly site is even more important for personal injury lawyers than for attorneys in other practice areas. Most of your clients will not be searching from the comfort of a big office. While many may use a desktop computer or laptop, most will use their phones. A site that works flawlessly on mobile devices will work in your favor.
Help Potential Clients Find You
You should add SEM (search engine marketing) to your overall digital marketing strategy to ensure your site is seen when someone searches for a personal injury lawyer. If this is your goal, you can use PPC (pay-per-click) ads and LSAs (local services) ads as part of your efforts. Doing this will increase the likelihood of your website appearing at the top of SERPs (where you want to be). When you run these ads, it is a “discovery play.” It will ensure that people can find you.
LSAs are a type of sponsored listing that show up close to the top of Google SERPs. These appear before PPC ads. LSAs are pay-per-lead rather than pay-per-click. This means that you only pay for the ad if you receive a new contact through the ad via text or call.
PPC ads are also beneficial. They come after LSAs but before organic search results. To create a successful PPC campaign, you must optimize your ads with keywords in the text and landing page and develop a smart bidding strategy.
Engage with Video
Video marketing is not going anywhere anytime soon. In fact, up to 86% of businesses use video in their marketing strategy. Attorneys need to take advantage of the popularity of video. Today, more people expect to see videos on any website they land on. If your website does not have what they are looking for, a potential client may bounce away to the competition.
Now is the time to create videos. You can put a branded, high-quality video on the homepage of your website. You can also share videos via social media, YouTube, and more.
The details matter if you decide to utilize video marketing as part of your digital marketing strategy. You need a high-quality video with great visuals. Choose topics that are focused on the questions your clients are asking.
The narration in the video should be natural and easy. Avoid using too much legal jargon and keep things conversational while getting to the point quickly.
Always end your video with a CTA. You can ask viewers to subscribe, connect on social media, or call your firm. The CTA must be appropriate for the channel where you published the content and the video’s purpose.
Another way to use video is by recording testimonials from clients. You can share these online (with permission). Doing this makes your practice seem more authentic and improves its reputation.
Creating a Marketing Strategy for Your Personal Injury Law Firm
When creating a digital marketing strategy for your personal injury law firm, there are more than a few things to know and do.
At The Legal Marketing Company, we are ready to help you create a strategy that works for your law firm. We consider factors like location and goals when developing a new marketing strategy.
Our clients have had huge successes thanks to our team of knowledgeable marketing professionals.
Are you interested in our services and how they can help with your digital marketing goals? If so, contact our office to schedule a free consultation today. There is no reason to float along without anyone coming to your site. We are here to help you reach your digital marketing goals.