Digital Marketing for Personal Injury Lawyers: Don’t Settle, Use a High-Performing Approach
Picture this:
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- You’re receiving countless inquiries every day
- Your appointment and meetings calendar is completely booked
- You’re considering expanding your practice to keep up with client demand
- You have 100% clarity on what your digital marketing performance looks like
Easy enough, right? Luckily for you, working with the right digital marketing agency makes this all possible. Discover how our team creates effective digital marketing campaigns for personal injury lawyers, enabling them to achieve their objectives.
We’re a Marketing Agency Specializing in Personal Injury Lawyers
Not only do we know digital marketing, but we also have experience in what works and what doesn’t in your field. Contact us to set up a free consultation — no strings attached — and learn how we can help.
Proven Strategies for a High-Performing Personal Injury Lawyer Digital Marketing Campaign
Our clear-cut, proven processes and strategies have made us a top-performing Houston Marketing Agency.
Your personal injury lawyer digital marketing journey will focus on three critical components:
- Setting up data analytics so you have the power to track your campaign’s performance.
- Driving inbound traffic to your website.
- Converting website traffic into patients.
Seems easy enough, right?
In order to be meaningful, your results must be measurable. Think about your digital marketing campaign by considering these three questions:
- What is your website’s conversion rate?
- How many organic visitors did your site generate from Google last month?
- What is your cost per qualified lead from Google Ads?
If you feel like the girl below, keep reading.
Let us walk you through our process and help you understand how we work. While we are a digital marketing agency, we’re also a “data agency.” We’ll help shed light on what works and what doesn’t, and we’ll build you a personalized, high-performing campaign.
Phase 1: Build Robust Data Analytics
Trackable KPIs
Without tracking reliable data, you’re basing your decisions on arbitrary information.
Key Performance Indicators (KPIs) are important data pieces that can be analyzed for digital marketing.
As personal injury lawyers, you should be tracking important KPIs like:
- Client retention
- Client acquisition cost
- Average response time to inquiries
- Case cycle time
- Litigation and settlement rates
- Active case load per attorney
- And more
In addition to KPIs specific to your practice, you should also be tracking KPIs focused on digital marketing, such as:
- Leads generated per channel
- Cost per channel:
- Cost per website visitor
- Cost per lead
- Cost per qualified lead
- Cost per conversion
Data Fidelity
Unfortunately, many other digital marketing agencies and freelancers aren’t meticulous when it comes to data fidelity. At The Houston Marketing Agency, this is our bread and butter. For our campaigns, we:
- Count every conversion once
- Track all relevant conversions
- Track every step of the funnel to better understand drop-of and conversion rates.
Our team strives for perfect data tracking that is completely relevant to your personal injury lawyer practice’s digital marketing campaign.
Phase 2: Maximize Affordable Inbound Traffic
When considering digital marketing for personal injury lawyers, it’s important to first consider why people are looking at these firms. For most clients, they want a personal injury lawyer for one (or more) of the following reasons:
- They want a reputable attorney who is going to help them win their case.
- They want to ensure fair compensation.
- They need help advocating for themselves.
- They are overwhelmed by their accident or injury.
Knowing which of these apply to your personal injury lawyer practice can help you focus on your digital marketing campaign and dial in on specific strategies to help you get the most traffic at the lowest rate.
Starting with Google is fairly obvious — it’s where most people go to conduct a search.
As you can see above, over 58,000 people per month are searching for “personal injury lawyer near me” or similar variations.
Sometimes, people prefer to search using specific city names. Above, about 2,500 people per month create searches related to New York City.
Why is this important?
If your personal injury lawyer campaign isn’t performing well in both organic and paid traffic, you’re missing out on potential clients for your practice.
Organic
You can rank organically for keywords like “personal injury lawyer” on Google in two places. The first is known as the Google Local Pack.
How can you rank here? Local SEO can be complex — there’s a lot that goes into it. But it boils down to this:
- Have an optimized, highly-reviewed Google Business Profile.
- Have an abundance of localized content on your website.
Below the Google Local Pack is where you’ll find the organic results:
How do you rank here? Again, it’s a lot to do with SEO, but you’ll want to start with:
- Creating a comprehensive and content-rich website
- Optimizing your on-page SEO, including title tags, meta descriptions, headers, etc.
Paid
The performance of paid channels depends on factors like your specific firm, the age of your prospective clients, your location, and more.
Consider spending your personal injury lawyer’s digital marketing budget in these places to the best performance:
Google Ads
Everything we discussed pertaining to Google above also pertains to Google Ads — a paid option that helps you rank at the top of the results page. If digital marketing with Google Ads is done right, prospective clients will see sponsored links first, click them, and land on your website.
YouTube Ads
YouTube Ads are an easy way to provide affordable, highly targeted visual ads. Clients who are ready to invest in their personal injury lawyer are looking for firms that:
- Are reliable
- Provide high settlement rates
- Have high client satisfaction
- And more
A high-quality video showing clients who have been happy with their outcomes can go a long way.
Facebook, Instagram, and TikTok Ads
Different demographics utilize Facebook, Instagram, and TikTok. While there’s likely to be crossover between the platforms, in general:
- Gen X prefers Facebook
- Gen X and Millennials prefer Instagram
- Millennials and Gen X prefer TikTok.
Depending on what age group you’re trying to target, focusing on these specific platforms can help increase conversions.
Phase 3: Increase Conversion Rates
Getting potential clients to your website is the first step, but it doesn’t end there. A big part of your job is to bring in clients and keep them until they are happy with the result.
The point of driving web traffic is to get users to convert, meaning you get clients to pay a deposit and begin working with you. How do you make this happen?
Use CRO Best Practices
Conversion rate optimization can include many practices, like:
- Having a mobile-friendly, easy-to-navigate website
- Ensuring images and videos are high-quality and unique
- Adding reviews and testimonials to your website
- And more
Split Test Landing Pages
Running split tests on landing pages is a quick way to understand what works and what doesn’t regarding website design, copy, and other on-page elements.
- Landing Page A is your control page.
- Landing Page B is your test page. Take Landing Page A and change one element or component.
Compare the performance of your control page to your test page to learn what components draw in more users to help increase conversions.
Clear CTAs
One of the most obvious elements on your personal injury lawyer’s website should be a Call to Action (CTA). It should be on the page multiple times.
Whatever action you want users to take to convert should be simple and clear:
- Schedule a consultation
- Fill out an application
- Contact us
- And more
Optimizing the Funnel
These are steps users must take as they go from an interested searcher to a paying client. You’ll typically get a lot of drop-offs along the way as they decide to not take the next step.
Use your digital marketing campaign to take advantage of these trends if you:
- Determine what the drop-off points are
- Optimize drop-offs through data-driven tests
- Monitor performance
- Continue testing and tweaking
Increase LTV on Autopilot
You’ve converted a user into a client, but your work still is not done. Acquiring new clients is half of the battle, but keeping them and increasing their lifetime value (LTV) is the other half.
For personal injury lawyers, this could be tricky — most clients only (hopefully) need a personal injury lawyer once. However, you can still maximize the value of each client — directly and indirectly — through referrals, cross-selling, and brand loyalty.
Maximize Case Value
Become the personal injury lawyer everyone wants to work with. You can do this by:
- Building cases that maximize settlements or verdicts
- Working with strong experts to boost damages awarded
- Including all compensable damages
- Reducing case cycle time without compromising value
Make Referrals Impossible
Your client might not need you again, but they likely have friends and family and a neighbor’s cousin who might.
- Create a stellar client experience with fast communication and empathetic case handling
- Send a personalized thank-you and kindly ask for a review or referral
- Build a small and ethical referral program
- Follow up on cases with emails, birthday notes, newsletters, legal tips, etc.
Cross-Practice
Your clients might only need you for personal injury but they may need a different type of attorney for another reason. Refer your clients to trusted attorneys by building relationships with lawyers in various specialties and sending clients their way in hopes that they’ll do the same for you.
Re-Target
Again, your client might not need you a second time, but you can still remind top-of-mind by:
- Creating ads they’ll see when they’re on social media
- Sending valuable legal content via email
- And more
Digital Marketing for Personal Injury Lawyers Doesn’t Have to Be Hard
At The Houston Marketing Agency, we want to help local and national personal injury lawyers reach their goals through a customized digital marketing campaign.
Our team will help you increase inbound traffic and conversions using strategies specific to personal injury lawyers and their practices.
We are so confident in our work that we offer a 100% money-back guarantee if we don’t improve your performance within three months.
Contact us today to get started.