With so many personal injury law firms available for clients to choose from, personal injury law firms are always looking for new ways to market their services. A law firm can market itself and attract new clients in numerous ways. Below are some proven marketing ideas from dNOVO Group, a reliable lawyer marketing company:
- Generating Clients through PPC Ads
There are many forms of pay-per-click advertising, the most common being the Google Search Ads, previously known as Google Ad Words. PPC advertising is easy to set up, and a law firm can have it up and running in a short time. Law firms can use several strategies to lower their cost per click, including working on their quality score to lower their CPC and maintain high Ad Ranks.
- Buying Personal Injury Case Leads
Personal injury law firms could also buy case leads from lead generation vendors. Google has pay-per-lead advertising products where you only pay for leads instead of paying per click. Nolo generates a lot of relevant traffic and has a lead generation program. Personal injury law firms can purchase leads and work on signing up potential clients.
- Using Search Engine Optimization
SEO is among the most powerful and effective marketing channels that enhance lead generation for personal injury lawyers. Search engine optimization takes time and energy; it is not for the faint-hearted. However, the rewards of SEO marketing are worth it. SEO is the lead and case acquisition strategy with the highest return on investment compared to other marketing channels.
- Optimizing Website Conversion Rates
Many clients will visit a lawyer’s website before contacting the lawyer. This is true whether a lawyer does intense offline or online marketing. A personal injury law firm should have a well-optimized website that converts more web visitors into calls and inquires. A law firm can achieve this through conversion rate optimization (CRO). Simple ways of boosting conversions include having call to action elements placed strategically on a website.
- Setting Up Referral Systems
Lawyers should incentivize their referral partners and pay for every new case they sign up through the clients referred to them. After considering a case’s value and margins, lawyers can decide whether paying other lawyers to refer business to them makes sense.
- Promoting from Other Practice Areas
Some law firms specialize in one practice area, while others have several areas of practice. If a law firm has multiple practice areas, a lawyer should leverage the other practice areas to market the personal injury practice, a technique known as cross-promotion. Some of the applicable techniques include having a call hold message that describes a law firm and its different practice areas. Lawyers should make it clear on their websites about the practice areas they serve. Practice areas should also be incorporated into social media, newsletters and other marketing channels.
- Networking and Business Development
Networking and business development provide unique opportunities for lawyers. For instance, joining law-networking groups exposes your law business to potential clients. Lawyers can market their firms by sponsoring local causes. Organizing local seminars and events provides a perfect opportunity to network with other lawyers and discuss litigation strategies, negotiation skills, and more.
Other tactics that a lawyer or their lawyer marketing company can use include advertising on vehicles, use of videos to build rapport and trust, publishing blogs and evergreen content, starting an email marketing committee, and sharing better content on social media.
