The Ultimate Guide to Personal Injury Attorney Marketing

Look, if you’re an injury lawyer taking the time to actually read through our website blog… chances are you’re pretty pissed off with your current marketing campaign. As I write this blog post, I can picture an accident attorney, sitting at his or her desk (or at the bar or golf course), stewing angry over the fact that they just paid another monthly bill to a law firm marketing company or an attorney digital advertising agency. Well, relax, our article today delivers you the ultimate guide to personal injury attorney marketing.

Remember, we’ve got you covered. Legal Leads Group is a premier case lead generation firm. Unlike other ad agencies who demand to be paid for performing services such as organic SEO, paid ads management, and social media, WE do not. While we do UTILIZE digital elements, as well as traditional campaigns, our motto is simple. We deserve to get paid because we brought you case leads that converted into paying clients.

With that said, let’s dive into our ultimate guide to personal injury attorney marketing.

Personal Injury Attorney Marketing 101

We’re always trying to provide potential law firm clients with insight into what we do from a development perspective to drive them quality case leads. As such, we decided to sit down with one of our lead ad reps to pick their brain. Google Ads certified rep Ryan Mason was kind enough to let us peek over his shoulders as he diligently worked on personal injury ad campaigns.

While Mr. Mason did his best to answer all of our questions, without throwing his keyboard at us, he graciously offered to participate in today’s blog. The words below are all from Ryan Mason, this is his personal opinion on how personal injury attorneys can harness Google for leads.

Personal Injury Law is Hellishly competitive. Ibisworld states the US in 2023 has over 48,000 personal Injury Lawyers and Attorneys and shows no indication of diminishing.

Competition for search keywords like “car accident lawyer” or “personal injury attorney” is extreme, and are some of the most popular keywords with reported monthly searches of 76,000 and 63,000 respectively.

Why We Think Leveraging Google Ads is the Way

Statista reports that Google has held the majority share of ad space, and is forecasting that lead is not letting up in the coming years, with 2023 holding 26.8% share of all ads. here’s our breakdown on how each type of google ads can help you get more cases.

Google Search Ads

Google has, and continues to dominate search (no surprise) with 92% worldwide search market share. So when someone needs a lawyer after an accident or injury, Google is the de-facto search engine.

When people are searching google for a PI attorney near them, your ads must be at the top to get those clicks.

To get to the top of the page, you need a good Quality Score (high CTR, high ad relevance, and a kick ass landing page) to help get you the best Ad Rank (bid amount, Quality Score), no sweat right?

How does search ads help get you leads? Glad you asked: – Reach Active Seekers: Your ad shows up when people are already looking for personal injury lawyers. – Target specific Keywords: Use specific words related to your services to attract only the cases you want, and avoid calls from those you dont. – Easy to Track: You can see how many people click on your ad and contact you directly from it, so your ROI is crystal clear.

Tips for Success: – Targeting Most Relevant Keywords: Focus on terms that potential clients are likely to use. – Write Clear Ads: Highlight what makes your firm special and why clients should choose you. – Optimize Your Landing Page: Ensure the page your ad links to is easy to navigate and provides clear contact information.

Google Display Ads

Not all personal injury cases make a potential client want to jump on the phone with your firm at that moment – but that doesn’t mean you can’t still advertise your services to them. Google Display Ads help you reach potential clients even when they’re not actively searching for legal services. These ads appear on various websites across the internet and can keep your firm primed in their mind.

How It Helps:

• Broad Reach: Your ad can appear on a variety of websites, not just Google.
• Low Cost: CPM is much lower for display compared to Search.
• Visual Appeal: Use images and branding to catch people’s attention.
• Brand Recognition: Helps people remember your firm when they do need legal help.

Tips for Success:

• Design Eye-Catching Ads: Use strong visuals and a clear call-to-action.
• Target Relevant Sites: Place ads on websites related to personal injury or legal topics.
• Remarketing: Re-engage people who visited your website but didn’t contact you.

Google Video Ads

Google Video Ads appear on YouTube and other sites in the Google network. They are a great way to share your story, explain your services, or showcase client testimonials. Having both short-form and long-form content for people after a severe car crash or

How It Helps:

• Personal Connection: Videos can help build trust and show your expertise.
• Wide Reach: Your videos can be seen by users across various platforms.
• Educational Content: Share valuable information that potential clients might find helpful.

Tips for Success:

• Create Informative Videos: Focus on topics that address common client concerns.
• Showcase Testimonials: Highlight positive experiences from past clients.
• Target Wisely: Reach people based on their interests and demographics.

Google Local Service Ads – Connecting with Local Clients

Local Service Ads are designed to connect you with potential clients in your area. They appear at the top of Google search results with your contact details and reviews, making it easy for local clients to reach out to you.

How It Helps:

• Local Visibility: Your firm is prominently displayed to people searching for local legal help.
• Instant Contact Info: Name, reviews, and phone number are all listed
• Google Screened: Google verifies your license and performs a background check, and in return you get ad slots at the very top of local searches.

Tips for Success: – Keep Information Updated: Make sure your contact details and service areas in your Google My Business match all of your directories. – Encourage Reviews: Positive client reviews can boost your ad’s effectiveness. – Monitor Your Budget: Adjust your spending based on your local market.

Google Discovery Ads – Reaching New Audiences

Discovery Ads appear in Google’s Discover feed, YouTube Home feed, and Gmail. These ads are great for reaching potential clients who may not be actively searching but are interested in personal injury topics.

How It Helps:

• Engage Users: Reach people who are exploring content related to your field.
• Visual and Engaging: Use appealing images and headlines to capture attention.
• Broad Reach: Expand your visibility beyond just search queries.

Tips for Success:

• Design Visually Appealing Ads: Use high-quality images and engaging text.
• Target Your Audience: Focus on users based on their interests and behaviors.
• Track and Adjust: Monitor ad performance and adjust your strategy as needed.

Local Map Ads

For personal injury lawyers, being visible to the client when they are intently searching for a lawyer or attorney is undeniably critical. Local Map Ads on Google are hands down one of the top tools your practices can set up to maintain a presence in your community.

Local Map Ads appear in Google Maps and local search results when users search for services like “personal injury lawyer near me.” Like Local Service Ads, these show your name, placement on the map, and contact information.

How It Helps:

• Enhance Local Visibility: Getting placed on the map when potential clients are searching high intent keywords shows your proximity to them, making them more likely to walk in or call.
• Easy Contact Access: Getting your place on the map gives searchers easy ability to call, especially on mobile, which provide a easy call button to remove any barriers for them to give you call.

Tips for Success: – Verify your Company information: Ensuring the correct information is in your Google My Business and all your directories is a must. – Showcase Reviews: If you have great reviews, this is the perfect ad to showcase that.

In addition to Google Ads, there are several other strategies that personal injury attorneys can use to improve their marketing efforts.

Additional Advertising Tools Personal Injury Attorneys Can Utilize for Case Leads

We were stoked that Ryan Mason to time out of his day to help us with our article. It was extremely beneficial for us, and most of all for any potential personal injury lawyers looking to expand their marketing, to pick Ryan’s brain. Mr. Mason is a systems engineer, in fact, he worked for Raytheon prior to jumping over to the dark side of the force. That means helping accident injury lawyers get cases. Legal Leads Group invests a ton of money into hiring the best developers and tech reps in the industry. So, Ryan had a plethora of knowledge to provide.

In addition to Ryan’s opinions and views, here are additional advertising tools personal injury attorneys can utilize for case leads. And, if you’re bored of reading this article and you just want the phone to ring, you can call us at any time to schedule a free lead generation review. We’re happy to get paid though as well. For real.

Content Marketing:

This involves creating and sharing valuable content to attract and convert prospects into clients, and clients into repeat clients. This content can include blogs, infographics, videos, and more. Promote your content marketing assets on your social media channels to reach a wider audience.

1. Creating Valuable Content: The first step in content marketing is to create content that is valuable to your target audience. This could include blog posts about personal injury law, infographics that explain the process of filing a personal injury claim, or videos that showcase your firm’s expertise and approach to handling personal injury cases. The goal is to provide content that is informative, engaging, and helpful to potential clients.
2. Sharing Content: Once you’ve created your content, the next step is to share it with your target audience. This could involve posting your content on your firm’s website, sharing it on social media platforms like Facebook and Twitter, or sending it out via email newsletters. The key is to make your content easily accessible to potential clients.
3. Promoting Content: In addition to sharing your content, you also need to promote it. This could involve using SEO techniques to improve the visibility of your content in search engine results, or using paid advertising to reach a wider audience. The goal is to get your content in front of as many potential clients as possible.
4. Converting Prospects into Clients: The ultimate goal of content marketing is to convert prospects into clients. This involves using your content to build trust and credibility with your audience, and then using calls to action to encourage them to take the next step, such as scheduling a consultation or contacting your firm for more information.
5. Retaining Clients: Finally, content marketing can also help you retain clients. By continuing to provide valuable content, you can keep your clients engaged and encourage them to continue using your services.

Promoting your content marketing assets on your social media channels is a great way to reach a wider audience. Not only does this increase the visibility of your content, but it also allows you to engage with your audience in a more interactive way. You can respond to comments, answer questions, and even use social media to gather feedback on your content.

Content marketing is a powerful tool for personal injury attorneys. By creating and sharing valuable content, you can attract and convert prospects, retain clients, and ultimately grow your practice.

SEO (Search Engine Optimization):

This is a strategy used to increase the quantity and quality of traffic to your website through organic search engine results. Use tools like Google Keyword Planner to find relevant local keywords that potential clients might use when searching for a personal injury attorney.

1. Keyword Research: The first step in SEO is to conduct keyword research. This involves using tools like Google Keyword Planner to find relevant local keywords that potential clients might use when searching for a personal injury attorney. These keywords could include phrases like “personal injury attorney near me,” “best personal injury lawyer,” or “car accident attorney.”
2. Website Optimization: Once you’ve identified your target keywords, the next step is to optimize your website. This involves incorporating your keywords into your website content, meta tags, and URLs. It also involves improving your website’s loading speed, mobile-friendliness, and overall user experience.
3. Content Creation: SEO also involves creating high-quality content that is relevant to your target keywords. This could involve writing blog posts about personal injury law, creating informative articles about the process of filing a personal injury claim, or producing videos that showcase your firm’s expertise.
4. Link Building: Link building is another important aspect of SEO. This involves acquiring backlinks from other reputable websites to your own website. Backlinks are important because they signal to search engines that your website is a trustworthy source of information.
5. Local SEO: For personal injury attorneys, local SEO is particularly important. This involves optimizing your website for local search results, which can help you attract potential clients in your area. This can involve claiming your Google My Business listing, optimizing your website for local keywords, and acquiring local backlinks.
6. Monitoring and Adjusting: Finally, SEO involves regularly monitoring your website’s performance and making adjustments as needed. This could involve tracking your website’s rankings for your target keywords, analyzing your website traffic, and making changes to your SEO strategy based on your results.

Remember, SEO is a long-term strategy that requires ongoing effort and attention. However, when done correctly, it can significantly increase your website’s visibility in search engine results and help you attract more potential clients.

Social Media Marketing:

This involves creating content that promotes your law firm and services on various social media platforms. It’s a great way to engage with your audience and build relationships.

Traditional Marketing

While digital marketing is crucial in today’s world, traditional marketing activities like billboards, direct mail, and radio/TV ads can still be effective.

1. Billboards: Billboards are large outdoor advertising structures typically found in high-traffic areas such as alongside busy roads. They present large advertisements to passing pedestrians and drivers. Billboards are highly visible and hard to ignore, making them an effective way to build brand awareness. They can be particularly effective for personal injury attorneys because they can be strategically placed in areas where accidents frequently occur, such as busy intersections or highways.
2. Direct Mail: Direct mail involves sending physical promotional materials to potential clients. This could include brochures, postcards, or letters. Despite the rise of email marketing, direct mail can still be highly effective. It allows for a personal touch and can be particularly effective for targeting older demographics who may not be as active online. For personal injury attorneys, direct mail could involve sending information about your services to individuals who have recently been involved in accidents.
3. Radio/TV Ads: Radio and TV ads are another traditional marketing method. They allow you to reach a broad audience and can be particularly effective for building brand awareness. For personal injury attorneys, radio and TV ads could involve sharing client testimonials, explaining your services, or providing information about personal injury law.

While digital marketing is crucial in today’s world, traditional marketing still has its place. It can be particularly effective for reaching demographics that are less active online, or for complementing your digital marketing efforts. For example, you might use billboards or TV ads to build brand awareness, and then use digital marketing methods like SEO or content marketing to convert those potential clients into actual clients.

Traditional marketing methods like billboards, direct mail, and radio/TV ads can still be effective for personal injury attorneys. They can help you reach a broad audience, build brand awareness, and ultimately attract more clients.

Lead Generation:

This involves attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. There are several digital marketing strategies that can help generate leads, such as email marketing, social media marketing, and content marketing.

Remember, the key to successful marketing is to use a combination of strategies that work best for your law firm. Monitor your campaigns regularly and make adjustments as needed to ensure you’re getting the best return on your investment.

Personal Injury Attorney Marketing – The Legal Leads Group Way

If you’re an injury attorney, and you are serious about obtaining new cases on a monthly basis, give us a call today. Google Ads offers various tools to help personal injury lawyers attract new clients and increase visibility. From capturing high-intent searches with Search Ads to building awareness with Display and Video Ads, each type of Google Ad has unique benefits for your practice. Coupled with high-quality organic SEO and social media, Google Ads and digital media as a whole is a foolproof plan to pump up your caseload. When you combine digital marketing with traditional advertising, the sky is the limit for your law firm.

Today, we provided you (and all readers) with the ultimate guide to personal injury attorney marketing. If you are ready for your law firm’s phone to ring, click here to schedule a free campaign review today.