Digital marketing principles remain the same in every industry. Still, while some businesses can nurture leads for a long time, personal injury lawyers need to get potential clients to take immediate action. This requires a unique approach to lead generation.
Injured people won’t join an email list and wait to choose their attorney after being nurtured for a while. They will call the first attorney they can find online and continue calling other law firms until they find a match.
Successful digital marketing for personal injury attorneys hinges on the ability to be seen in the search engines, get those clicks, and then generate a phone call.
The concept is simple, but the execution isn’t necessarily easy.
Here are the top four digital marketing components that carry the most weight when acquiring personal injury clients.
1. A remarkable website
Perfecting your website isn’t about having the most beautiful layout despite what it may sound like. It’s about crafting a website that gets visitors to call you for a consultation. To accomplish this, your website needs to stand out.
Standing out in a competitive market is more about conveying an image of authority than having a flashy website. With that said, there are still several aesthetic points to address.
- Your site should be user-friendly. Everyone knows the importance of a user-friendly design, but achieving this isn’t as easy as it looks. If you just installed a WordPress theme and didn’t make any customizations, your site may not be as user-friendly as you need.
- You need a click-to-call button. Make it easy for potential clients to call you by adding a one-click call button for mobile users. A good example of this is found on the HGSK Injury Lawyers website on the drop-down menu button. It floats and stays on the page as you scroll, and it’s clearly marked with the phone icon. On the desktop, the full phone number is visible.
- Colors matter. You’ll find that most personal injury lawyers’ websites use black, red, and blue as the main colors. This is intentional. Red and black create a sense of urgency, while blue conveys professionalism and reliability.
- Use professional photos. Potential clients want to know what you look like, but some people will judge your ability to represent them based on your photos. Professional headshots are a must, but they can also help to publish candid photos, provided they’re just as high-quality.
2. A site optimized for search (SEO)
Your website needs to rank in the search engines for search phrases related to your practice areas, or nobody will find you. Successful SEO requires a host of technical knowledge and inside strategies, so it’s best to hire a professional company for this component.
3. Paid ads (PPC)
Search results on Google and other search engines, like Bing and Yahoo!, are saturated in the personal injury space. You’ll probably need to do a ton of SEO for a long period of time just to break through the surface. We’re talking months, if not a year or more. However, paid ads offer instant traffic from relevant leads and can be your secret weapon.
The way paid ads work is simple. In general, you create an ad for your services, determine your daily budget, and specify how much money you’d like to pay for each click. The system will automatically serve your ads to your target audience whenever the algorithm determines it’s appropriate. When someone clicks on your ad, you’ll be charged the per-click rate, and from there, your ability to convert that visitor will rest solely with your website.
Paid ads offer instant traffic to your website and can be an excellent way to acquire clients, provided you’re advertising on the right platform and reaching your target market. Facebook and Google are the most popular platforms for running ads, but there’s also Instagram, Twitter, and TikTok.
4. Add lead generation to your website
We discussed earlier that your potential clients aren’t going to join a mailing list and wait to be nurtured before becoming a clients. However, lead generation for personal injury lawyers is essential.
Some people prefer email over making a phone call. To capture these leads, publish a contact form for people to request a free consultation. You can email them immediately to make contact and secure them as a client if appropriate.
It’s all about smart strategies
These are the top digital marketing strategies for personal injury lawyers to attract more clients, strengthen their online authority, and build a trustworthy reputation. It’s not a complete marketing plan, but it’s the best place to start.
Photo by Ruthson Zimmerman on Unsplash
