Gaining marketing traction in the field of personal injury law isn’t easy. If your market is even mid-sized, there’s likely substantial competition. Even in a smaller town, it’s tough to have the playing field to yourself; it means you have to put both time and money into making yourself known.
Here are some personal injury marketing tips that any firm, or even a solo practitioner with even a modest budget, can implement in the digital sphere.
Dominate written content
It doesn’t take money to produce great written content for your website. All of your services should have landing pages that are well-written and informative.
Furthermore, your services should be very specific. Don’t just say you handle “accidents.” Create separate landing pages for car accidents, motorcycle accidents, slip-and-fall cases, etc.
Why is this specificity important? Because when people go to a search engine to look for a lawyer, they are likely going to type in a keyword that pertains to their specific accident. If your specificity doesn’t match theirs, your website probably won’t even show up in the searches. And even if it does, you’ll appear less of an expert than the competitor who did get specific.
Once those pages are in place, start a blog to go with it. Ideally, you’d write a post about every week and give people reasons to keep coming back. If time constraints make that unrealistic, at least use your blog to answer common questions—like what the average settlement pays out, taxation of settlement proceeds, etc. You know what your FAQs are, because you’re already being asked them in social settings. Just put your answers in written form and post them on the blog.
Video content is also becoming increasingly vital. People want to have confidence in their lawyer, and you know better than anyone that the personal injury lawyer has to overcome professional stereotypes. Video is a good way to introduce yourself.
So what do you post videos on? That’s easy: the same stuff you’re writing about. Just record yourself talking about the same content. The webcam on your laptop or phone will produce a quality video. Get a microphone to produce high audio quality and then go ahead and get on camera.
Measure and track
There’s a saying in digital marketing—“Don’t just set it and forget it.” Stay on top of how your marketing is performing. Make sure Google Analytics (GA) is set up on your website and see what pages draw the most traffic.
Use GA to understand how people move through your website—or if they move through it all. If the latter is a problem, figure out how you can prompt users to move off their initial landing page and explore the site a little further.
Above all, measure how many people come to you because of your website. The number of leads you get on your “Contact Us” submission form is an ironclad number. You’ll also want to ask new prospects that call in how they heard about you. The latter will produce inexact figures, but at least it’s some level of data.
Once you have that data, you can start measuring a return on investment (ROI). You probably already know what your average settlement is for a case. As your digital campaign develops, you’ll know how many leads it takes to get to a client. The number of clients obtained and the average settlement size will get you what you need to measure ROI.