19 Personal Injury Lawyer Marketing Ideas For 2024

Personal injury lawyer marketing aims to attract and engage individuals who have suffered injuries and need legal representation. It’s a $53.1 billion industry that can get pretty competitive in many areas. So you need all the help you can get to promote your injury practice.

Based on our years of experience executing SEO, PPC, and other digital marketing campaigns, here are a set of 18 legal marketing tactics that recurrently got high quality leads for injury attorneys.

Personal Injury Lawyer Marketing 101: Start Here

It’s important to develop the foundation of your marketing strategy starting with local SEO. The tactics below will immediately drive your local visibility and put you in front of potential clients in your primary service area.

1. Create a Personal Injury Law Firm Marketing Plan

Start with crafting a digital marketing plan that details how your marketing efforts will help you achieve the vision you’ve set forward for your personal injury practice. Here’s a template by ClickUp you can use.

Remember to think of specifics in terms of your top marketing channels, your marketing budget, team and vendors that will handle different aspects of marketing, and the like.

2. Network at The Courthouse and Local Bar Associations

Similar to the Local Bar Services department in Texas, you can connect with injury lawyers in your state and local bar. You can also volunteer for community programs, and builds rapport with others. The idea is to grow your network and put yourself in an ideal spot to earn referrals when someone needs your services.

If you feel you’ve run out of people to connect with, Mike Rafi suggests you ask them this simple question to open yourself up for more networking opportunities.

3. Do Some Local Community Outreach

GibsonSingleton Virginia Injury Attorneys PLLC has a community outreach section in its blog sharing its contributions to local institutions. This level of transparency and commitment to helping the community showcases the injury law firm’s culture and values, enhancing its trustworthy reputation and giving people more reason to defer to its legal services.

4. Claim Your Google Business Profile

Adding or claiming your Google Business Profile (GBP) lets you take ownership of your business listing, making it more attractive to your target audience and encouraging them to engage with your firm.

Ensure your law practice’s name, address, office hours, phone number, law firm website, and the primary category are accurate. Also use professional photos of your location and partners like The Law Offices of Scott J. Senft to make your GBP more appealing to prospective clients.

5. Request Reviews From Your Clients

Consumers tend to treat reviews as personal recommendations, and they can also help you rank in the local-3 pack. For your first few reviews, you can start by tapping into your former happy clients’ goodwill.

But you ultimately need a review collection system in place. When you complete service for an injury case, you can have an autoresponder series of emails that nudge your prospects (Sam Mollaei shares a nice set of email scripts here). Once you get the ball rolling, here are some tips to get more reviews.

Digital Marketing For Personal Injury Lawyers: 102 Guide

Once you’ve set up the foundation, below are some more marketing tips to scale up your campaign.

6. Get Your Firm on Relevant Lawyer Directories

Signing up for as many of the best legal directories possible while ensuring NAP consistency helps to expand your online presence, which may land new clients directly. But more importantly those citations help in improving the visibility of your firm’s listing in Google Maps.

7. Ensure You Have a Modern and Optimized Personal Injury Website

The best personal injury sites are simple, responsive, and fast-loading. They need social proof elements such as testimonials from past clients and if possible, case studies of how you drove success for them. You need to use professional photos and the occasional video to establish how your injury law firm stands out from the others.

8. Start Organic SEO to Rank Nationally

Unlike local search engine optimization, national SEO lets your injury firm website page appear on top of search engine results pages (SERPs) even in other US locations. One of its main factors is creating dedicated landing pages that are optimized for relevant injury services keywords related to your practice area.

You also need to publish optimized content on your blog. But probably the most messy part is acquiring high-quality backlinks from relevant websites. Roberts Jeandron Injury Attorneys received 50 mentions from law-related publications, pivotal to its site receiving 175% more organic traffic seven months after the campaign.

9. Try Your Hand at Content Marketing

A successful injury content marketing strategy helps to build trust with prospects and establish your thought leadership in the legal industry.

One way to do that is by turning answers to people’s questions about your practice area into blog posts. This requires extensive keyword research that you can turn into blog topics. You can also try video marketing, answering questions on YouTube (if that’s your jam).

10. Start Marketing on One Social Media Platform

411pain effectively uses Instagram for social media marketing to create candid and humorous videos that engage their audience of 33k followers. On Instagram reels, it shows car accident videos and asks users who’s at fault.

You can choose a social media that suits your personal skillsets and where your target demographics hangs out to start. Generally speaking, LinkedIn and Twitter are good for writers. And YouTube is good for video marketing. Instagram is great if you’re into clicking pictures or a visual person.

11. Offer Free Consultations

For a prospect that has specific questions, your content may help. But one of the most effective lead generation tactics is offering personalized attention for free. Nothing beats a call to action of “free consultation.”

For someone who’s been through a trauma (which would generally be the case with your personal injury clients), it’s reassuring to meet you and get personable advice. And by engaging with such prospects with empathy, you put yourself in the best spot to close the deal.

If you want to scale this strategy of free education, you can also considering conducting regular webinars. Many businesses find success by pairing it with something like paid advertising (which we move on to in the next section!)

Personal Injury Lawyer Advertising 101

If you want a faster way to generate more new leads and cases, then how about moving beyond organic Google search? You’ll need a marketing budget to start incorporating advertising techniques into your injury marketing strategy. But here’s a thought:

Do Personal Injury Lawyer Commercials Influence Buying Decisions?

These injury commercials and billboards provide repeated exposure to personal injury firms, enhancing their visibility and allowing them to stay on top of people’s minds. The controversial ways they differentiate themselves from competitors in their ads may not be for everyone.

But the fact that they’re still around means that they work. At least for driving brand awareness and staying on top of mind of people as users point out in Reddit discussions:

12. Leverage Television Ads to Establish Brand Awareness

TV commercials can help promote your law firm in a compelling and sometimes ridiculous way to get people buzzing. Morgan and Morgan’s “Miss More” videos have amassed millions of views for this very reason.

On the downside, TV ads can be misleading and fraudulent, leading to speculative litigation. This is why people like Jason Abraham, the vice president of Hupy & Abraham, advocate for the balance of marketing and advertising in TV and video ads.

13. Try Local Service Ads (LSA)

Possibly cheaper and less competitive than Google Ads in your geography, LSA can drive business results. You get qualified leads that can lead to lucrative cases. How to get started? You just need to check your eligibility, create a business profile, and set a budget (for which Google’s own tool can help).

14. Get Instant Traction With Google Ads

Why would you want to pay $500-$1k per click and run PPC Ads? (Yeah, that’s how much you can expect to pay as an injury law firm for pay-per-click advertising!) Well, by optimizing their Google Ads campaign, Nunez Law ended up with 17 leads in a couple of months.

Eric Huhn, digital marketing agency founder, thinks about setting “cost per case” goals instead of trying to find immediate ROI. It’s a helpful exercise to arrive at your overall marketing budget. You can then take a call on what you want to spend on paid marketing and either hire a PPC agency to manage your campaign or DIY.

15. Experiment With Facebook Ads

Facebook Ads leads can be more affordable ($30-80 per lead) than Google Ads. So, set a $100 daily budget for your campaign for testing, then scale as necessary. This fluff-free, over-the-shoulder tutorial by Nyan Solutions covers this and other basics like targeting your audience, creating your ad copy and testing, and launching A/B tests.

For a more advanced approach, Rocket Maps co-founder Brian Hansen suggests using this channel for class action lawsuits in his Law Firm On The Map interview. The “pattern interrupt” style of displaying ads on the platform helped its campaign stand out from the rest.

Creative Marketing Strategies For Personal Injury Attorneys in 2024

If you’ve exhausted the ideas above, below are marketing tactics you can use in your strategy that could produce results equivalent to or better than the rest:

16. Invest in Digital PR

Fery Kaszoni, CEO of digital PR agency Search Intelligence Ltd, offers two important pieces of advice on using this strategy in his Law Firms On The Map interview. First, digital PR can increase backlinks and media coverage of your injury law firm. But you must decide which of the two to target as goals, as both require different skill sets.

Second, digital PR is never a one-off campaign. It can be a “consistent link velocity generator” if you launch campaigns regularly to promote your injury lawyer expertise. Hear from digital PR expert, Fery Kaszoni on, how it can help your firm:

17. Try Your Hand at Short Form TikTok Videos

When used correctly, TikTok can help even the most professional personal injury law firm amass a substantial following. Reb Masel, a legal assistant, garnered millions of followers after her video of getting sworn in exploded. She followed it up with the “Iconic Court Transcripts” series, where she entertainingly recites bizarre and funny interactions from courtrooms.

The approach above may not work for your injury law firm’s brand. So, experiment and try different content types to engage your audience with your short-form videos. Find out what these types are, plus five more TikTok lawyer tips in this video.

18. Build Partnerships With Local Businesses

Due to recent algorithm changes, Google’s volatility as a traffic source calls for injury law firms to consider partnerships with complementary businesses.

A perfect example is Rawlins Law, which created this page encouraging medical professionals to refer patients needing personal injury case representation. Doctors can then continue referring patients to the firm, forming a mutually beneficial relationship and a dependable income stream for both parties independent from search engines.

19. Demonstrate Your Injury Experience

Aside from blog posts and Google reviews, your attorney bio pages display your authority as an injury law firm. Hipskind and McAnnich’s include the attorney’s awards, accolades, achievements, and experience relevant to personal injury.

This information on your page shows people you know what you’re doing and helps establish your injury site’s E-E-A-T in the eyes of Google.

Hire a Personal Injury Marketing Company

To develop and execute the marketing ideas above, you’re short of time. Let’s be honest that it can’t be your priority over serving clients. If you feel the need to hire an injury marketing company, they can drive business results and help you grow your firm—without any hassle.

On The Map Marketing knows the injury marketing game end-to-end. Contact us to get a marketing audit and run a full-fledged campaign for your injury firm.