Personal Injury Lawyer Marketing: Ultimate Guide for 2022

Article by Chintan Zalani Chintan Zalani

Last updated

Table of Contents

Getting steady stream clients for your personal injury practice is crucial to a higher utilization rate, a key performance indicator to measure a law firm’s performance. Personal injury lawyer marketing is key to growing your firm sustainably.

As a premier digital marketing agency specializing in personal injury lawyer SEO, we’ve tried a fair bit of tactics for firms of all sizes across the most competitive markets in the country. Here are the rankings our optimization efforts netted to one of our clients, Jesse Minc, a personal injury attorney in Bronx:

Personal injury lawyer marketing keywords

In this article, we’ll share our expertise on how to get more personal injury clients. Let’s get started.

Related: How to Get Personal Injury Clients

Personal injury lawyer marketing goes beyond banner ads and TV advertising…

Personal injury lawyer marketing is broken.

  • Large personal injury law firms can dump millions of dollars into personal injury lawyer billboards, radio, TV, and physical advertisements. That’s because they can afford the high cost per thousand impressions (CPM) of physical collateral — without caring about their effectiveness.
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  • Solo attorneys starting a personal injury law firm tend to rely on building a reputation at the local courthouse, word-of-mouth referrals, and getting the word out in the local community.

None of these strategies are sustainable for an average law firm. Competing with billion-dollar firms on a physical collateral basis is probably beyond your marketing budget. Growth based on referrals and personal brands built on relationships will be unscalable.

Digital marketing deserves to be on the marketing plan for personal injury law firms!

Wonder why?

Well, digital marketing still offers a level playing field over traditional advertising strategies. You can outcompete billion-dollar firms by being smart with your marketing.

For instance, here’s one of our clients,, that ranks on the second spot for the lucrative keyword “car accident attorney Miami” in Google search:

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The second part of the same SERP reveals that we outcompete Morgan & Morgan for this query:

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See how personal injury law firms like yours can reach prospective clients through online marketing strategies like SEO?


On top of the channels working for you right now, you need to allocate a significant portion of your marketing budget to digital marketing.

Where do you begin?

Build a modern personal injury attorney website

The home for all of your digital marketing initiatives and making a strong first impression for your personal injury brand should be your website. Indeed, Clio’s Legal Trends 2021 report established that law firms would consider additional spending on a personal injury lawyer marketing website and domain. It’s a strategic long-term, low-cost investment.

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What should your personal injury website look like?

For starters, it needs to have a contemporary and modern design that represents your brand accurately. Further, it should have interactive functionality that your prospective clients expect and be responsive — working well across mobile phones to devices of all sizes. Lastly, its content should be easily readable and the site’s code optimized for search engines.

You can consider using WordPress as your content management system (CMS). It offers flexibility, lots of functionalities through easy-to-install plugins and has many SEO-friendly themes and frameworks you can customize.

As a premier law firm website design agency, we’ve built over 300 websites for law firms in the last decade. You can trust us to make a personalized website for you on top of our custom SEO-friendly templates that represent your firm. Here’s a wireframe of one of the sites we designed from scratch:

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Create a cohesive content marketing strategy that represents your brand

Once you’ve got your personal injury lawyer marketing website in place as a lead generation tool, you need a content strategy that takes your branding requirements into account. On The Map Marketing welcomes all of its clients through a goal alignment call and asks law firms to fill out a client questionnaire. Here’s what it looks like:

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Such an exercise will ensure that your content writing represents your legal expertise accurately and uniquely. Besides branding, your content strategy also needs to integrate SEO (which we’ll talk about in the next-to-next section).

Get instant traction for your personal injury law firm with digital advertising

Once you’ve your website copy and design in place, it’s time to open floodgates of traffic to your website. However, getting organic traffic with personal injury SEO is a long take that can take up to 12 months or even more in competitive markets.

That’s where personal injury advertising comes into play. Specifically, paid ads are a direct response marketing strategy that will put you right in front of potential clients. Indeed, a 2021-2022 Brandmuscle local marketing report found that paid search remains a relatively underused digital marketing tactic.

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Launch Google ads campaigns

To launch your advertising efforts, consider starting a Google ads account and running a Google search ads campaign. We have found that personal injury attorneys can find high quality clients through them — even in competitive markets.

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As an agency that offers law firm PPC services, we know one major challenge for Google ads — staggeringly high cost per click (CPC) for lucrative keywords. You may have to pay $500 to $1000 or even more for merely a visitor’s click from SERPs to your law firm’s website:

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The key to running a successful and sustainable Google ads campaign for personal injury firms is finding relatively low competition keywords with high purchase intent. It requires some skill and investment of time but can prevent wasteful spending.

If you hire us, your PPC account manager will find such keywords for you, run the campaigns end-to-end, and send weekly performance reports. You can also share your feedback on lead quality in a dedicated column (in yellow color). That’s how we iterate the search ads campaign, and you can too:

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We won’t heavily recommend other kinds of advertising. However, we’ll touch upon social media advertising later in the last strategy.

Start the search engine optimization flywheel for your personal injury practice

We’re a leading law firm SEO agency with results across law practice areas and localities, but search engine marketing for personal injury lawyers is our sweet spot.

We consider personal injury SEO as a marketing channel with compounding returns. Once the content and links from your SEO campaign start to accumulate, its traffic and leads start to increase. Within months, you could be looking at exponential growth.

Here’s an example of one of our personal injury clients, Fasig Brooks, that’s seen a significant jump in their indexed keywords (Jan 2020 is when they started working with us):

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Alongside, their website’s traffic has also been on an upward trajectory:

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However, since lawyer SEO can be a slow burn that can even take a year or more to start showing results, you can lose patience and doubt if you’re on the right track.

That’s why we start any client engagement by doing a free SEO audit tailored to your current standings in search engine results. We identify the low-hanging fruits you can rank for and start seeing some traffic within the next few months.

Conduct a law firm SEO audit of your website

If you’re doing personal injury lawyer marketing SEO yourself, you should also begin with identifying the keywords within reach of your current domain rating.

For example, let’s evaluate, a personal injury law firm in Middletown.

Step 1: Plug your domain inside Ahrefs. You’ll get a breakdown of your site’s current domain rating with its backlink profile, indexed keywords, and related SEO metrics.

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Step 2: Next, go to the organic keywords report. Serrantino Law’s website ranks for 166 keywords (as of Feb 2022).

But we’ll filter by position 11-20:

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This leads us to the low-hanging keywords that the law firm is ranking on the second page for:

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Step 3: From here, you can pick a few keywords you want to work on. They should be low-competition (KD < 10) around your key practice areas or primary business locations. Let’s say we pick the first keyword, “Middletown personal injury attorney”, for Serrantino.

Step 4: Now, you need to analyze the individual SERP for this keyword and find out whether:

  • you lack backlinks (as indicated by the UR score),
  • your website has a relatively low domain rating (DR) compared with top ranking pages,
  • or your content is less relevant than others (understand if your page’s content serves the search intent behind the query),
  • if you feel nerdy, also evaluate the technical SEO for every page (you can plug pages inside Google PageSpeed Insights for the same).

For Serrantino, their homepage seems to be optimized for this keyword, which in itself could be limiting if they plan to expand their firm across the nation and pursue multi-location SEO.

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Step 5: You rinse and repeat steps 3 and 4 till you identify the keywords that make the most business sense for you to work on right now.

Step 6: You can also conduct a backlink gap analysis to find your ratio of do follow vs. no follow links against your competitors. You can also find the anchor text you need to use to improve your ranking chances. An SEO tool like Ahrefs could help to conduct such an analysis.

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Step 7: To perform a basic technical SEO audit of your website, you can use the free Ahrefs webmaster tools (which requires connecting with your Google Search Console). Any obvious errors would be directly visible after a site audit by the tool:

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The overall goal of such a comprehensive audit is to determine your website’s bottlenecks.

Once you identify low-competition keywords and other hindrances to your SEO growth, it’s time to document a comprehensive strategy to tackle them. On The Map Marketing works with clients to understand their priorities and allocates their SEO campaign budget across these three important SEO tenets: content, links, and tech.

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You can consider the time and resources available at your hands, allocating them across the same three above components.

From there, create an action plan that could be something as simple as adding a few hundred words of content in one month, getting a backlink the next month, and the like. Here’s a sample action plan we created for a client:

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Your deliverables determine how quickly you get results, but consistency is more important for SEO than going hard one month than pausing altogether.

We already shared how to create content that aligns with your brand, but if you want to ensure stellar on page SEO, a tool like Surfer SEO can help. We use its suggestions in the right sidebar to optimize the content:

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For link building, I recommend you begin with contributing your opinions to journalists looking for personal injury lawyers on Twitter. Just follow #journorequest on Twitter. You can also sign up for a service called HARO.

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You can also consider other law firm link building strategies like guest posting and creating your business profile on directories.

Technical SEO fixes are better left for your developer to fix. Consider watching this playlist with a bunch of tutorials by Ahrefs for getting better equipped with fixing issues around tech:


Kick off local SEO

Local SEO for law firms is among the most important parts of an average law firm’s SEO marketing strategy. Most attorneys begin their practice in a primary location, so appearing in the local SERPs is key. Even multi-location SEO calls for working across uplifting your local rankings across geographies.

For starters, what comprises local SEO? Well, they consist of the local pack and localized organic results:

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To dominate the maps, you need to optimize your Google My Business (GMB) profile for your location and primary GMB category. Additionally, your business info, visuals, and completeness of GMB listing also determine its relevance to a local searcher — thereby affecting your ranking.

Further, online reviews with positive sentiment on GMB as well as on other legal and local directories will build trust for your injury practice. So encourage your clients to review you, though don’t offer them incentives for the same as it’s against Google’s guidelines.

A WhiteSpark analysis of Google Business Profile (GBP) — the new official name for GMB — found the following conversion factors (as rated by local search experts):

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The next important aspect of local SEO is local website pages around your practice areas. For instance, for our client, Jesse Minc, we have optimized their homepage for the phrase “personal injury lawyer Bronx.” That’s what led to the jumps you saw at the beginning of the article.

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Besides, you can create content hubs to establish your topical expertise around key practice areas for your primary business location. We crafted over 15k words of such high-quality local content for Minc:

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This is easily accessible for users and crawlable for search engines in their website’s top navigation:

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No wonder this has helped their website rank for a bunch of “Bronx” keywords:

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Remember that while all of these SEO tactics could appear sexy (or overwhelming), you’ve to work on what your site needs right now. If you’ve keyword cannibalization issues, fix those. Lack content around your legal services? Then craft and publish pages. Execute tactics that move the needle quickly!

Integrate your existing local marketing efforts with personal injury SEO

Many law firms sponsor local events, give donations to charity, conduct meetups, partner with other companies for webinars, speak at conferences, and conduct other such public engagements. Most personal injury attorneys have a presence in local and legal directories.

What if I told you that all of these local marketing and PR efforts could help your SEO?

For instance, if you conduct a local meetup:

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You can get a powerful 92 DR link from it:

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If your alma mater lists attorneys on their site, then request the same while linking to your website. It will be another authoritative backlink that can help your SEO efforts:

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For Fasig Brooks, our personal injury client in Miami, we created a policy around their donations. Now they ensure that their philanthropic efforts help them attain local links at scale.

If you’re already participating in events and outreaching the local community, snag backlinks and integrate SEO in your marketing efforts. It will strengthen your brand’s profile and improve your overall success.

Stay active on key social media platforms for building brand awareness

Social media is one of the most common marketing strategies pursued by law firms. The ABA tech 2020 report found that LinkedIn and Facebook were the top social network sites the survey respondents used:

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From our experience, while it’s nice to stay active on these platforms, social media marketing rarely results in direct leads for personal injury attorneys. While some attorneys claim to retain clients because of social media (as per publicly available surveys), your primary goal should be to generate brand awareness.

Indeed, as I shared in my article on criminal defense attorney marketing, one of our clients, Julian Stroleny, the owner of Stroleny Law, deemed social media ineffective for the legal industry:

“For my particular industry, I don’t believe in social media marketing. I know there are many consumer services where social media is everything, but I have a niche audience. I focus solely on SEO marketing for my business.”

He went on to say that it didn’t provide a tangible ROI for his firm, “I have attempted social media marketing in the past, but any increase in revenue did not even cover the marketing costs.”

While it may not result in leads directly, you can retarget visitors to your website from Google search through PPC advertising on social media platforms. Specifically, you can experiment with personal injury lawyer marketing Facebook ads for such retargeting or even target potential clients in your primary business location.

You can also run social media ads on the content you create (blog posts or videos) around your prospective client’s top questions. Inside this content piece, you can then put a call to action for a free consultation with your firm. Such promotions can improve your brand’s reach.

Integrate video marketing to earn the trust of your prospective personal injury clients

Videos are a personal and authentic medium of communication. You can use them to make a memorable pitch for your firm.

Below is a compelling video by the Dolman Law Group. Note how they bake the personal story of Mr. Matthew Dolman’s father meeting a car accident and settling on a personal injury lawyer that didn’t pay personal attention to their case:

The video establishes a strong ground for his perusal of personal injury law practice. I also liked the testimonial style segment with one of their clients backing up the “human” side of their personal injury services.

Besides such attorney profiles — which could go well on your law firm website’s about us page — you can also create video content answering pressing questions of your clients and prospects.

Here’s a lawyer from Denmon Pearlman Law, personal injury and trial lawyers in Tampa Bay, Florida, talking about bodily injury motor vehicle insurance claim:

TubeBuddy Videolytics shows up that it ranks for a bunch of keywords on YouTube, including at #7 “motor vehicle insurance claim”:

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Remember, YouTube is not simply a social media platform — it’s the second largest search engine in the world behind Google. So you can drive evergreen traffic to your videos besides using them to add a visual flavor to your website and overall marketing.

Final thoughts

Personal injury lawyer marketing is super competitive and challenging. Being a lucrative industry, you’ll likely compete with firms having huge pockets. However, for an average firm, internet marketing offers respite.

In the article, I shared many personal injury marketing ideas and went in depth on how to generate personal injury leads. Hopefully, it helps you close more clients. Feel free to experiment with strategies outside of the guide, such as personal injury telemarketing. Or even directly buying personal injury leads from reliable vendors.

If all of the above sounds like a lot of work and you’re short of time, contact us by filling out our proposal form or call us at +1-305-614-3004 to see what we can do for you.

Article by Chintan Zalani

I’m the inbound marketing director at On The Map Marketing, taking care of content marketing and SEO for our website. Previously I have helped numerous SaaS businesses with content and got my own website to over 50k monthly visitors. I have written more than 500 articles on digital marketing, small businesses, sales, and related subjects, with my work appearing on the likes of Entrepreneur, Content Marketing Institute, WordStream, CoSchedule, and G2.