23 Personal Injury Lawyer Marketing Ideas For Beginners in 2024

Article by Kim Barloso Kim Barloso and Chintan Zalani Chintan Zalani

Last updated

Are you struggling to get personal injury clients for your firm? Well, it’s the same story for many professional personal injury attorneys. They spend little time promoting their legal services to reach prospective clients. In this post, you’ll learn twenty three personal injury marketing ideas.

Let’s start with understanding the basics. (If you’re short of time to run your firm’s marketing, contact us for a custom quote for your digital marketing needs).

What is personal injury lawyer marketing?

Personal injury law firm marketing is the process of generating leads for your law firm using strategies such as personal injury lawyer SEO, social media marketing for lawyers, and pay-per-click (PPC) advertising.

Why do injury lawyers need to leverage digital marketing?

Personal injury attorneys need digital marketing to attract new clients, build a positive online reputation, and grow their personal injury practice’s clientele and revenue. Most people — when they get injured — start looking for legal representation on the internet today. They read testimonials from past clients. So you need to add digital marketing into your marketing mix.

Let’s look at twenty three marketing ideas you can use to grow your injury practice.

1. Request referrals from your existing clients

A Nielsen survey shows that 84% of respondents consider referrals from friends and family as the most trustworthy source of business advertising.

Despite digital marketing being a common practice, requesting referrals is still as effective today as it was in the years ago. Providing an excellent client experience can help you gain referrals from satisfied clients.

2. Get your personal injury law firm listed in legal directories

Getting listed in legal directories can help you reach your target audience beyond your website or social media pages. Legal directories offer a wide reach, with hundreds of people using them to search for legal assistance, including personal injury lawyers.

3. Build a modern personal injury website

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A law firm website is essential to building an online presence if you want to get started with your personal injury lawyer marketing. A modern website design that is easy to navigate and focuses on one call-to-action (CTA) is a common best practice among business websites.

In addition to pitching your legal expertise and services, a website can be a platform for landing pages that focus on selling a specific service or practice area that zeroes in on your target audience.

Other marketing tactics like lawyer search engine optimization (SEO), content marketing, and blogging for lawyers can be done easier from your website.

Your personal injury lawyer website can feature blog posts on medical malpractice or a specific personal injury case that demonstrates your expertise. People searching for specific keywords related to your law firm are more likely to find you in search results pages (SERPs) when you have an SEO-focused law firm website.

Here are a few personal injury websites you can take inspiration from.

4. Generate qualified leads with pay-per-click marketing campaigns

Pay-per-click (PPC) marketing for personal injury lawyers involves paid advertising. You pay a fixed amount for every click on your ad. Google Ads is the most popular service for running PPC campaigns, and you’ll need to have a realistic marketing budget to get started.

Starting a Google ads campaign is a pretty straightforward process, and you can always track your performance and make changes for better results. Most injury attorneys hire a PPC marketing agency to help with their PPC ads strategy and management.

5. Get more online reviews

Positive online reviews for lawyers help with earning high-quality leads and a boost in conversion rate. Platforms like Google My Business and Facebook have review functionality that lets people rate your service, to be seen by other page visitors.

Focus on giving your existing clients the best customer experience and solving their cases in the most efficient way. As personal injury lawyers, it’s important to make your clients feel heard and that there is empathy toward their situation.

It would also help to have a review generation plan in place. Make sure to answer all reviews (even negative ones) to demonstrate your willingness to improve your services according to customer feedback.

6. Start search engine optimization for your injury website

Lawyer SEO is one of the most effective tactics to get leads from your website. The best part is it gives compounding returns in the long-term.

To start an SEO campaign, target keywords and subtopics relevant to your legal services — that your target audience is searching for. Write content optimized for them and build relevant backlinks. Ultimately you want your site’s content to appear at top of search engine results pages (SERPs).

Implementing a successful lawyer SEO strategy can be challenging, so you may consider hiring a digital marketing agency specializing in SEO for lawyers (that’s us!) Here’s everything you need to know about law firm SEO services:

7. Follow local SEO best practices

Local SEO for lawyers is the practice of getting your business on top of local query search results. For instance, if someone in your locality searches for an “accident lawyer near me,” you want your practice to appear at the top.

Getting your law firm listed in Google My Business is key to getting started with local SEO. You’ll need to list your law firm in the right category with complete business information such as your law firm’s name, physical address, website, business hours, and phone number. You’ll also need to upload office photos to make your listing look professional and trustworthy.

8. Create and execute a sound content marketing strategy

Having a content marketing strategy is another priority for personal injury attorneys. You need to ensure that you publish authoritative and helpful content that demonstrates your expertise and willingness to help.

Choose several platforms where you want to publish content, conduct keyword research, create a content calendar, and publish regularly. Track your content traffic over time to know which topics your audience likes the most and apply that to your future content plan.

9. Publish helpful blog posts regularly on your injury website

Personal injury attorneys are the best people to write about personal injury cases. You can leverage your authority and use it to publish blog posts on your law firm’s website.

You can publish these types of blog posts for your personal injury website:

  • Explainers (What is Personal Injury?)
  • How-Tos (How To File A Personal Injury Claim)
  • FAQs (The Top 10 Most Asked Questions about Car Accidents)
  • Case studies (Medical Malpractice case)

As mentioned earlier, blogging for lawyers should be part of your content marketing plan. When you consistently serve content, you are growing your audience online, and these people can become leads who might then convert into clients.

10. Experiment with social media platforms

There are dozens of social media platforms today, but what should personal injury attorneys use? Unfortunately, there’s no set answer. It all depends on who you are trying to reach and what kind of content you want to create for your audience.

Written posts can come in short form – this is where Twitter is a good match. Long-form articles can be published on Facebook or LinkedIn. Videos and reels are popular on Instagram and TikTok.

There’s no one-size-fits-all formula for creating a lawyer social media strategy, so you’ll have to consider your target market and be adventurous at the start.

11. Start video marketing

Video marketing for lawyers is on the rise. Several surveys and studies have shown that more and more people now prefer watching videos over reading content.

Adding videos to your online marketing platforms can widen your audience reach and even put a face to your brand. You can DIY your videos, or hire a digital marketing agency to produce them for you. The important thing is to diversify your content with videos to attract more potential clients.

12. Use local service ads

Local service ads is an advertising service from Google that lets you place an ad for your service. The ad will appear on top of Google search results for queries within that area, and you only pay when the person calls you directly after seeing the ad.

Local service ads are great for lead generation as it allows potential clients to call your business directly from the ad. Users who view a local service ad can book an appointment right within the ad interface, which is great for personal injury lawyers.

13. Test Facebook ads

If you’re unsure how to create ads for your personal injury law firm, you can experiment with Facebook ads. It’s a beginner-friendly tool for personal injury attorneys who want to venture into paid social media ads.

Whether you’re looking for leads or just want to gain brand awareness, you can set up a Facebook ad that matches your goal and use Facebook’s user database to target your ads to a specific group of people.

14. Offer a free consultation

Most personal injury lawyers attract new clients by offering free consultations. This remains to be an effective marketing tactic, but you have to be clear on the conditions of giving free consults. If it has a time limit, do state that in your copy.

Free consultations help put the client’s foot in the door without fear of cost. It gives you the chance to pitch your services to prospective clients, answer their questions, and overcome objections, if any.

15. Build awareness with billboards

Even with digital marketing platforms, several law firms opt to promote their service the old-fashioned way. Billboards have been around for decades, and it’s for a good reason. They have a bigger audience reach, and people notice and remember them, which makes it great for brand awareness.

Law firms fit the few businesses that benefit from billboards because legal services and law practice are necessary for many people. Billboards, however, cost money, with rates ranging from $250 to $20,000 per month. If you have the budget, then it’s an investment that will pay itself over time.

16. Use local TV commercials

Another offline method of getting wide exposure for your personal injury firm is through your local TV channels. It’s cheaper than national TV and is more targeted toward your local audience. A 30-second ad for a local TV station can cost anywhere from $5 to $10 per 1,000 impressions (CPM), so plan your marketing budget accordingly.

17. Sponsor events in your primary service areas

Event sponsorship can help boost and broaden your reach, with prospective clients discovering your services during the event. While it won’t bring you, immediate clients, it creates brand awareness for people attending the event.

Some events and organizations you can sponsor are:

  • Marathons
  • Walks for a cause (workplace safety, road safety)
  • Local sports teams
  • Industry conventions

18. Drive local PR for your law firm

Public relations for lawyers should be one of your marketing strategies to stay relevant and maintain thought leadership in the legal industry. Despite the bad reputation associated with PR firms, it doesn’t always have to be a negative practice.

Position yourself as the go-to personal injury attorney in your area to attract media attention and get invited to speak as a subject matter expert on a given topic. Getting interviewed by local media can do wonders for your personal injury lawyer marketing. Public relations for lawyers might sound delicate, but it’s really as simple as contributing your expertise to the public or sharing your expert advice on a legal topic.

19. Measure results from your personal injury marketing efforts and iterate

Have a system for tracking the performance of your marketing campaigns. For instance, you can use Google Analytics to track website metrics like website visits per month, top pages, and conversion rates. Facebook and Google have their internal dashboards for tracking ad performance, which should show you if you’re getting your ad’s return on investment (ROI).

20. Improve your customer experience

As a business serving customers, you must know that existing and past clients are happy with your service. One way to improve customer experience is to conduct customer satisfaction surveys for past clients and encourage them to provide feedback. Another way is to read through negative client reviews (if any) and formulate a solution that will prevent the dissatisfaction from happening again.

21. Expand your in-house marketing team

If your budget allows, hire more people for your marketing team. The purpose of this is to have a dedicated, specialized person work on one aspect of your marketing strategy. Examples of these specialists are SEO strategists, content marketing specialists, social media managers, paid advertising experts, etc. The goal is to have each person be an expert in a specific field rather than relying on one or two people who are trying to do everything at once.

22. Hire a personal injury marketing company

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Legal marketing can be a feat that seems difficult to complete. If you lack the resources to build a full-time marketing staff, then it would make better sense to hire a personal injury marketing agency to handle all your marketing needs. You can reach out to us. We’ll create a custom digital marketing strategy that drives leads and new cases for your firm.

23. Map out your marketing plan

Having goals for your personal injury law firm is great, but goals without a plan will be left unmet.

If you don’t have a comprehensive plan today, then start creating one. Write down your goals, list the marketing methods you want to do, and draft a plan for each. Whether you’re going to create a website or start a blog, it’s imperative to have a clear goal and a plan on how and when you’re going to do it.

Up next, read our guide on mass tort marketing for lawyers.

Short of time? Then we can create and execute an injury marketing strategy for you. Contact us today to get 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.