Workers Comp Lawyer Marketing: A Simple Guide to Get Workers Comp Leads

Article by Kim Barloso Kim Barloso and Chintan Zalani Chintan Zalani

Last updated

Workers’ compensation attorneys might sometimes struggle to find clients due to several factors. Like most lawyers, they might not have a robust law firm digital marketing campaign set up and rely on traditional marketing methods like word-of-mouth.

Despite being a valid method of client acquisition, waiting for referrals is not an ideal strategy, especially if you want to get a steady stream of workers’ compensation clients. Referrals are only limited to people who know of your practice, and therefore it limits your reach.

There are advantages and disadvantages to both traditional and digital marketing methods. Still, both these methods help worker compensation lawyers reach people who need help with their workers’ comp claims.

Developing a Marketing Strategy

Before taking action and starting a digital marketing campaign for your firm, you need to write down a marketing plan and strategy.

It’s as simple as setting a goal, choosing the marketing method you want to use (content marketing, SEO, paid ads, etc.), knowing your audience, making a budget, and executing your strategy that aligns with your goal.

Try Traditional Advertising Methods

Here are some traditional advertising methods to promote your practice area to a wide audience needing workers’ compensation attorneys.

  • Print Advertising
  • Radio Advertising
  • TV Advertising

Limitations of Traditional Advertising

Traditional advertising works for audiences who may not be reached with digital advertising. Despite its prevalence, a good chunk of consumers today still prefer traditional ads and are more influenced by them.

A 2021 report shows that 52% of people tune out TV commercials, which means the rest of the viewers still pay attention.

However, be aware of some limitations when doing traditional ads.

  • You can’t make adjustments as you go – because traditional ads are planned weeks in advance of publishing, there is little room for revisions, and you’re often stuck with what was created months before
  • Traditional ads are usually more expensive than digital ads
  • They can be hard to track and measure results
  • You cannot customize or target specific audiences when using traditional marketing

Build a Strong Online Presence by Investing in Digital Marketing

Whether creating traditional marketing campaigns or not, you must boost your online presence using digital marketing. Most of your audience – injured workers and those who seek medical treatment compensation – are probably researching your services online.

Don’t Begin With Social Media Marketing

Social media is great for making personal connections rather than seeking legal advice or hiring workers’ compensation attorneys. People, especially those who intend to file a case for workers’ compensation benefits, are less likely to go to social media to read about workers’ compensation issues.

An injured worker might prefer searching for workers’ compensation lawyers using Google search rather than Facebook or Twitter. Most people use Google to search for legal advice or legal representation.

Social media marketing is great for brand awareness, but this is not something you should focus on, especially for generating leads.

Optimize Your Google Business Profile

If you haven’t created a Google Business Profile, now is the time to start. This free Google feature lets you claim your law firm’s listing and put your business on Google Maps.

Get More Online Reviews

People trust online reviews as much as personal referrals, so having positive reviews online is a great asset for attracting new workers’ compensation clients. Google, Facebook, and Yelp are some platforms where potential clients read reviews before deciding whether or not to patronize a business.

Below is the Google Business Profile of The Klein Law Group, P.C. They have a 4.7 review rating, some featured under the Review summary section.

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There is no secret formula to getting 4 or 5-star reviews online – only that you give the best possible experience to your clients and encourage them to leave a review. It also helps to respond to all positive or negative reviews to show that you’re open to feedback and ready to improve your services.

Ensure Consistent NAP Across Attorney Directories

NAP, an acronym for Name, Address, and Phone Number, should be consistent across all your directory listings, including Google My Business and law firm directories like Avvo or Having the same NAP in all your listings ensures your business will rank higher in local search queries and boost your local SEO.

A consistent NAP may also help your business land Google’s Local Pack, the top three businesses that appear on the map when a user makes a geographical-based query.

The example below is a local pack for the search query “workers’ compensation Chicago.”

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These three law firms achieved local pack ranking, which gives them more visibility than other workers’ compensation attorneys in their area.

Build Your Workers Compensation Attorney Website

A law firm website is essential for building an online presence, representing your brand, and generating new leads.

Most law firms hire a web designer or get a workers’ compensation attorney website designed by a digital marketing firm as part of a package. This saves time for your firm while ensuring the best possible results.

A law firm website should be easy to understand, have a modern design, and be optimized for search engines and your target audience.

Make sure to have a clear message about your firm. Are you offering a free consultation discussing workers’ compensation claims? Do you specialize in New York workers’ compensation? Pick a unique selling proposition and make that the main content of your site.

Invest in SEO

Search engine optimization (SEO), improving a website’s content so they appear on top of search engine results pages (SERPs), should be a top priority for your law firm’s marketing strategy if you are to establish a long-term online presence.

To start implementing lawyer SEO for your website, you’ll need to:

  • Identify relevant keywords related to workers’ compensation benefits.
    • Some keywords related to workers’ compensation might include:
      • Occupational diseases
      • Workers comp insurance
      • Carpal tunnel syndrome
      • Workers compensation board
      • Work-related illness
  • Create content around target keywords that include workers’ compensation attorneys.
  • Implement on-page SEO (optimize content and other website elements)
  • Check your technical SEO (page speed and security)
  • Create a local SEO campaign (create local listings)
  • Start off-page SEO (link-building campaigns)

If you don’t want to study each area of SEO, you can hire a lawyer SEO firm to carry out a solid SEO campaign that is tailor-made for audiences dealing with work-related injuries.

Try Google Ads

Google Ads, a pay-per-click (PPC) paid advertising method, is a cost-effective, measurable, and faster way to generate leads for your firm and get more workers’ compensation clients.

The advantage of Google Ads is that you only pay when someone clicks on your ads. You also control how much to spend on each ad click, which helps you stay within budget.

Google Ads for lawyers allows targeting specific audiences according to location and demographics. For instance, if you only want to advertise within a particular city, you can do so.

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You can also choose audiences based on interests, employment, education, and marital status. These can all be taken into account when you think about people who have workers’ comp claim concerns, need medical expenses needed because of a work injury, are dealing with an insurance company, or coping with lost wages due to unemployment.

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Experiment With YouTube Marketing

More and more people are consuming videos online to research and learn about anything. Getting your law firm on YouTube marketing can broaden your audience and establish more visibility outside your website. An injured employee learning about workers’ comp benefits may find a video more helpful than reading written content.

Create a video marketing plan that makes sense for your legal services. Ensure that your videos answer frequently asked questions about workers’ com, and hire a professional video marketing team to help you carry out the campaign.

Some video content for your firm might include:

  • What is the workers’ compensation process like?
  • How to file a workers’ comp insurance claim
  • How to hire a workers’ compensation lawyer
  • What to do if your workers’ compensation claim is denied
  • What to tell your workers’ comp insurance carrier

Final Thoughts

As you carry out your marketing efforts, remember that you’ll need to track, measure, and analyze the performance of each campaign. This is so that you’ll have the ability to improve your campaigns and generate high-quality leads.

Do you want an expert law firm marketing agency to build a custom marketing plan for your firm? Reach out to us today, and we’ll get you started.

Kim Barloso

Article by Kim Barloso


  • Chintan

Kim Barloso writes different types of content that helps businesses and brands establish their online presence. Before venturing into writing ten years ago, she was a communications trainer for customer support companies. These days, she keeps herself busy with writing and catching up on true crime documentaries.