When someone searches for a personal injury lawyer, they'll typically ask for a referral or look online. Blogging, SEO, and website optimization are tactics personal injury lawyers can use to beat the competition, among others.
Legal marketing become essential processes for lawyers who need to earn new clients. As new competitors like non-traditional and technology-driven legal services enter the market, potential clients have more options than ever. Additionally, more people are looking for lawyers online than ever before.
Personal injury lawyers who wish to compete will need new marketing tactics to reach potential clients. A full implementation of the specific marketing tactics that help personal injury lawyers can earn them business over competing law firms and non-traditional legal sources.
The legal consulting service provider, Altman Weil, stated in a 2015 report that lawyers need to “demonstrate to [clients] that you understand what they want… and are willing to do what it takes to deliver.” They also claimed that lawyers need to work to define their “firm’s legitimate, meaningful, differentiating advantages and communicate them.”
There are several marketing tactics that help personal lawyers accomplish these goals. Here are 7 of the most useful:
Surprisingly, 65% of law firms didn’t have a blog in 2015, according to the American Bar Association. Blogging creates more indexed pages for your legal website, helps you rank in search engine results, and converts website visitors into potential clients. You can create blog posts about a variety of subjects, from relevant news items and your practice areas to the most commonly asked client questions.
Posting regularly will help you maintain your digital presence and get your firm more exposure. If you don’t have time to maintain a blog or you need help creating one, you can defer to marketing professionals for help or enlist them to create content for you.
2. Content Offers
Most marketing tactics that help personal injury lawyers are designed to entice website visitors to become prospects. Unlike blog posts, which are open sources of information, content offers are gated pieces of material that capture visitors’ contact information.
The information contained within content offers is generally more substantial, and can’t be found elsewhere on your website. Offers can take the form of step by step or how-to guides, or you could translate complicated legal information for the layman.
3. Website Optimization
Most legal websites look relatively similar and promise to do the same things. To stand out from your competitors, you can optimize your website’s design, copy, navigation, pages, and search engine ranking capabilities. Although doing a website revamp is a major undertaking, the results can be paramount to your ability to compete online.
Create your new website using modern designs and images. Select keywords that your potential clients are searching for online and integrate them into your web copy. You may want to enlist a web developer and defer to digital marketing professionals to learn more about the specific website marketing tactics that help personal injury lawyers the most.
4. Targeted Microsites
Although it isn’t an essential process for website optimization, you can also create microsites to expand your reach online. Microsites are additional websites with their own subsequent web pages. They generally have backlinks to your parent site and are much simpler in design.
As a personal injury lawyer, you can use microsites to rank for your particular practice areas or use them to reach potential clients in particular locations.
5. Local SEO
More people are searching the vastness of the internet for legal assistance, but many people still find it important to hire a local lawyer. Optimizing your website (and microsites) for local searches is an important step to beating out other local law firms and legal service providers. It’s as simple as identifying local keywords and using them in your relevant web copy.
For example, you may want to try to rank for “Olympia personal injury lawyers” if you practice near Olympia in Washington State.
6. Social Media Engagement
Since many of your clients will likely be consumers and professionals, you may want to get on social media. There are many platforms to choose from. However, the marketing tactics that help personal injury lawyers the most are carried out on Facebook, Twitter, and LinkedIn. Facebook and Twitter are best for marketing to consumers.
LinkedIn can help you network with professional groups and reach professionals who may need your services in the future.
Managing your social media accounts by posting regularly can become time-consuming. Knowing what and when to post can be difficult if you’re busy managing a law firm. If you need extra help with social media, you can always hire professional marketers to manage your accounts for you.
7. Digital Ads
If you’ve already invested time into some of the most promising marketing tactics that help personal injury lawyers but you want more results, you may want to consider adding digital ads. Digital ads can take the form of paid search advertisements, Pay-Per-Click ads, social media advertisements, or others.
Like any ad campaign, the more you spend, the more likely you are to see results. Thankfully, most digital ad campaigns can be adjusted for any budget.