OppGen MarketingOppGen Marketing
  1. OppGen Marketing
  2. »
  3. Law
female lawyer reviews marketing plan

By OppGen

What to Look for in a Personal Injury Law Firm Marketing Plan

If you want your personal injury law firm to succeed as a business, you need to have a marketing plan in place. Without clients, you won’t have a personal injury law firm for long. Having a personal injury law firm marketing plan can prevent stagnation and keep a healthy influx of clients coming through your doors.

Not all personal injury law firm marketing plans are created equally. The best marketing plans are holistic and cover multiple channels, and should include the following:


Traditional marketing channels

Traditional marketing channels can be successful, especially when done at a local level. Here are a few traditional marketing channels you may want to consider as part of a marketing plan — of course, you don’t have to go with all of them. Pick a couple you think would be most effective for your personal injury law firm marketing plan or consult with a marketing agency for expert advice.



Billboards can be found in several places: highways, small towns, and big cities. They’re meant to grab the attention of people driving past them, and for a personal injury lawyer, that can be a good thing! If you know of a busy street or intersection where accidents tend to occur more often than others and there’s advertising space nearby, try putting out a billboard with your personal injury law firm’s contact information. Should someone find themselves in a car accident nearby, they’ll have a better shot at contacting you for assistance.


Newspaper and magazine ads

Print isn’t dead, and newspapers and local magazines run print advertisements. With newspapers, you may even be able to get a press release published by contacting the newspaper editor. Smaller papers can’t always fill the local newspaper up with local news due to budget constraints and smaller staff, so many smaller newspapers take press releases and publish them. However, it’s important to send the press release over in a timely fashion. Some news days are busier than others, which means the press release might not make it if it’s not planned for publication for days (and in some cases, weeks) in advance.


Mailers and fliers

Mailers and fliers are yet another form of print advertising. While some people tend to see mailers as junk mail, it’s still something that can grab their attention. Sometimes the first thing people need is the name of a business and making sure they at least see it can give your law firm visibility.


TV and radio ads

Local TV and radio ads are channels you may want to consider for advertising your personal injury law firm. Partnering with a small local production studio to create a TV ad or television spot may be more reasonable and more effective than you think. 


Event sponsorships and volunteering

Sponsoring a local event or volunteering or fundraising is a great way to get your personal injury law firm’s name out into the public. It also shows you care about supporting the community and various causes. Do be careful about which causes you decide to raise funds for or sponsor, especially if it’s potentially divisive. But for the most part, showing your law firm cares about the community does more good for your business than bad.


Digital marketing channels

While traditional marketing channels are still relevant, it’s more important than ever to go digital. The technology available makes targeting the right audience at the right time so much easier than it’s ever been.


Search ads

Search engines like Google and Bing have advertising space on search engine result pages (SERPs) with ads that look similar to the organic (meaning unpaid) search results for various keyword searches. These ads are known as search ads, or sometimes are referred to as pay-per-click (PPC) ads due to how the costs for these ads are incurred (that is, you only pay when someone clicks on the ad).

Search ads are only displayed to prospects under certain parameters, such as prospects’ location

Unfortunately for the personal injury area of law, it’s much harder to run a successful campaign unless you have a large marketing budget. Depending on your location, it can cost over $930 per click for personal injury PPC ads.

But you shouldn’t give up on PPC entirely. There are other strategies you can attempt with PPC search ads. One such strategy? Creating high-quality ads and bidding well can result in lower costs per click (CPC). To do that, it’s recommended that you partner with a marketing agency that specializes in search ad campaigns.


Local services ads

Despite the high CPC Google search ads have for this industry, you shouldn’t give up on Google Ads as a whole. More recently, Google has started offering local services ads. These ads are not open for all businesses, but luckily personal injury law firms are among the growing number of businesses that can utilize these ads.

Local services ads are similar to search ads in that they only appear when prospects in certain locations search for a specific keyword (or in this case, a relevant service). Unlike search ads, they don’t charge on a per-click basis; instead, local services ad charge per lead. One extra perk of local services ads is that if a lead is no good, you can request a refund from Google.


Social media ads

Paid social media ads can also be of use to your personal injury law firm and certainly should be considered when creating a good marketing plan. Facebook in particular is a great digital marketing platform since you can use users’ data for targeting highly specific audiences. You can target who sees your ad based on location, age range, sex, interests, and groups, among other things. The types of ads and ad placements are also flexible and affordable, being less costly than paid search ads.


SEO strategy

In the industry of personal injury law, you can pay nearly $1,000 for a single click on a Google search ad. For many smaller personal injury law firms, those kinds of numbers aren’t sustainable for their marketing budgets. That’s why we encourage personal injury law firms to consider a search engine optimization (SEO) strategy with a local or regional focus. Even though it is a digital marketing channel, we’ve decided to include it as a separate section because we firmly believe an SEO strategy is a must for personal injury law firms.

The goal of SEO is to have your law firm’s website rank higher on SERPs for certain keywords.

If your law firm is the first result on the first page of Google for a relevant search, prospects are far more likely to click the link to your firm’s website. For example, let’s say a prospective client who was recently in a car crash doesn’t know what they need to do. So they might search using a keyword or phrase like “what to do after a car crash.” Google takes prospects’ locations into account when they search, so if your law firm is located within a certain radius of this prospect’s physical location and happens to have a blog on a relevant topic, it’s more likely the prospect will find your law firm and contact you for legal assistance.

This can be done through creating robust, in-depth content focused on specific keywords; having a fast and well-organized website; creating listings on Google My Business and other relevant directories; by sharing links to your site on social media and encouraging reviews from clients. The combination of these items can boost your SERPs position and bring in more clients over the long-term. Though SEO takes longer than a paid search campaign does to bring in leads, it’s well worth the investment of your time.

For personal injury law firms in particular, SEO can be lucrative — and it’s also a strategy that doesn’t necessarily require any payments to Google or Bing.


Lead attribution

Proper lead attribution is a must. Failing to track leads puts your personal injury law firm at a greater disadvantage than you’d think. Tracking leads gives you valuable data on where the leads came from, which can help you decide where you should be investing more of your time and marketing budget.

For example: GBM Law, one of our personal injury law clients, had worked with a marketing agency that did not track leads, and was struggling with its marketing campaign. OppGen had no problem making sure lead attribution and lead tracking was put in place.

As a result of OppGen’s personal injury law firm marketing plan, GBM Law experienced an influx of clients while also seeing a 54% decrease in cost per lead.


A great marketing agency

If you need help formulating a marketing plan for your personal injury law firm, look no further than OppGen. We’ve been able to change the game for personal injury law firms, such as our client GBM Law, a Columbus, Ohio-based personal injury law firm, and we know we can do the same for you.

Contact us now for more information about our personal injury law firm marketing plans and packages.

a lawyer records blog ideas on a notebook

By OppGen

How Important Are Blogs to Legal SEO?

What is SEO and why does it matter for law firms and the legal industry?

Search engine optimization, or SEO, is a digital marketing strategy with the goal of getting your website to rank high on search engine results pages (SERPs) for relevant keyword searches.

Unlike search ads, SEO is an organic strategy, meaning you don’t pay the search engine to place your law firm’s website on SERPs for certain keywords.

Depending on the area of law your law firm specializes in, paid search ads can be very expensive. For example, personal injury law ads are one of the most expensive advertising segments on Google — and that is across all industries, not just the legal industry.

SEO is a marketing strategy that can help bring in more clients and cases more efficiently, more consistently, and more cost-effectively compared to other options (though you certainly can — and should — invest in paid search and SEO).


Why are blogs important for legal SEO?

The best legal SEO programs are made up of 4 components:


1. Technical SEO

Technical SEO focuses on tackling issues like website speed and coding. Google has been moving toward a mobile-first system with SEO, meaning that websites are judged first by how quickly they load on mobile devices.

At this point, it is a must to have a website coded for mobile devices and not just desktop computers.


2. Local SEO

In most cases, law firms are local to specific locations. This puts them at a good advantage for SEO provided they know how to use it.

One common Google search involves looking for a service or company “near me.” Google takes a searcher’s physical location at the time of their search and will display whatever they searched near them based on that location. When a prospective client nearby searches for “law firm near me,” it’s imperative that your law firm shows up, whether as a search result or on Google Maps.

One way to do this involves making sure your law firm has a Google My Business account with the correct business name, address, and phone number. It also helps to make sure your law firm is listed in relevant directories, too, and in the legal field, there are many listing options available to you.


3. On-page SEO

On-page SEO revolves around the content on your website. “Content” can be many things: videos, podcasts, photos, and blogs.

For those slightly familiar with on-page SEO, you might think that filling up a webpage with the same keyword over and over again can get you to rank high. This is no longer the case.

Today, on-page SEO means you need to create highly detailed, relevant content that your target audience finds valuable. This also means you need to make sure your content is readable — not only will your target audience be reading this, but so will search engines. Search engines read websites similarly to how humans do.


4. Off-page SEO

Off-page SEO refers to the processes of link building, shares on social media, and getting five-star reviews.

Link building occurs when links on other websites point back to your law firm’s website. The more links that direct people to your law firm’s site, the better (as long as those pointing back to you are good resources, that is), because search engines recognize that when more people are sharing your content, it means your content is useful.


What do any of those 4 components have to do with the importance of blogging for SEO?

Each of these components play a key role in SEO, and you can’t have one without the others if you truly wish to have an effective SEO strategy.

That said, blogging is a key part of on-page SEO strategies. Even though you can’t keyword stuff pages anymore, you still can create valuable content for your target audience. It’s those pages that are most likely to be shared with others and can help you build a system of backlinks, pushing your website higher up on SERPs for relevant keywords.

Although search engines are beginning to include audio and video into searches, blogging will always be one of the most efficient and simplest ways to rank on Google and Bing for relevant keyword searches.

It’s much easier to set up a target keyword and try to rank for it compared to audio and video, which are still new. Compared to those other mediums, blogging has a lower entry point. Videos and audio require equipment and editing software. If you don’t know how to edit audio or video (both of which are time-consuming processes), you’re going to struggle to create good content, which is the goal of on-page SEO.

Everyone can write — but that doesn’t mean just anyone should.


Why should I have a legal SEO writer?

Though you don’t necessarily need to hire a legal SEO writer, you should consider working with someone who writes with SEO in mind.

Writing isn’t as easy as it looks, and that goes for SEO content writing, too. Writing about a subject you’re overly familiar with often means you may use jargon that most readers won’t understand. Let’s be honest: the average American isn’t going to read a legal document for fun. Most legal documents are dry and hard to read. That is the exact opposite of what you need for your law firm’s blog.

You can’t write a blog for a more general audience (compared to your colleagues in the legal industry, at least) that’s written like a legal document. It needs to be simplified in a way that anyone can understand. And that is a skill not everyone has.

It’s important to have a good writer who understands SEO and can weave target keywords into an easy-to-read blog post.


How to write a good legal blog using SEO

Choose your keyword(s)

The keywords you choose to target will determine the likelihood of your website ranking for those keyword searches. Some keywords are nearly impossible to rank for, while others are easy to rank for but aren’t searched very often. You won’t know the keyword difficulty or search volume unless you use a website like SEMrush or ahrefs. These websites track keywords, search volume, keyword difficulty, and more. Ideally, you’ll want to use keywords with a relatively low keyword difficulty and high search volume. These websites do require subscriptions. If you don’t understand some of the terms or ranking information on these sites, it may be a better investment to partner with a marketing agency that has access to them and will create content for you, such as OppGen Marketing.

Another consideration to take into account: Would someone who is looking for your law firm’s services use any of the keywords you may want to use? If not, drop those from the list. Knowing your audience and what keywords they could use matters a lot.

Last but not least, make sure your keywords are relevant to what it is you offer. Relevance is really important, and you don’t want to market something you don’t offer. But that doesn’t mean you are limited to just writing about legal issues. Look into a newsjacking approach. Newsjacking is a strategy that utilizes current events and writing about them from an angle you’re familiar with. For example, if you’re a personal injury lawyer, you could write about the Surfside condominium collapse in Florida and discuss what legal actions, if any, people have in a situation like that one. 

There are many different topics and keywords out there — it’s a matter of researching them.


Make an outline

Before creating the blog, make an outline and think about section headers. Blogs should not be formatted like a book or legal document. They need to be broken up into sections. Not only that but these sections should also be related to your keywords. If you can make sure your keywords are part of some of the headers (your keywords should always be included in the h1 header, which is also known as the title header).

Other SEO blog outlining tips:

  • Include your keyword(s) in the h1/title head and at least one in an h2 header
  • Use only one h1/title header per blog
  • Make subsections using h2, h3, h4, and make sure that h2 is larger than h3 and h3 is larger than h4
  • Make the last section header a call to action (CTA)


Write the blog post

Now that you’ve created the outline, you can finally start writing the actual blog post. You can certainly use the target keywords a few times, but be careful not to overdo it.

If you include images in your blog (and you should!), make sure you utilize the alt text tag. Alt text describes the image and will appear on screen readers. This helps people with visual impairments know what is in the image. Plus, it’s a good place to include a keyword, but the keyword is not the most important thing with alt tags — that would be accessibility.


Have someone outside your law firm review the blog

As much as you may want to have one of your fellow attorneys review the blog post, it’s a good idea to have someone who isn’t in the legal profession read it. This could be a friend, a spouse, or the person who handles all of your law firm’s communication. As long as they don’t have a law degree or practice law, anyone is fair game.

Once you find someone to read and review the blog, ask them to summarize what exactly it is they just read. If they’re able to summarize what it was about correctly after reading it, congrats! You have a blog post that is accessible to the general public.


Post the blog

Now that you’ve had the blog reviewed and made any edits or changes as needed, it’s time to post the blog to your law firm’s website. But there are a few things you need to include before you hit that post button, starting with a featured image.

With featured images, it’s important to use an image you have the rights to use. There are free stock photo sites that allow you to use photos for free, such as Pexels; and then there are subscription-based sites like Shutterstock. Both types of sites have their advantages and disadvantages, so it is a good idea to use both.

Another option for images is Creative Commons, which allows you to use images provided you follow the requirements for each type of license. For example, most Creative Commons content requires you to credit its creator. This can be done at the bottom of the blog post. But make sure you review each license carefully; there are some that will not let you use the content for commercial purposes. Others won’t let you modify the images in any way. Always review the Creative Commons license before using any content. 

You’ll need a meta description, too. Meta descriptions are the summaries that appear on individual search results. Meta descriptions should include the keywords you want to try to rank for and should be no longer than 160 characters in length. Anything longer than that will be cut off.

You can also adjust how the blog’s title (known as a title tag) will appear on search engines, too. It’s generally recommended that your title tag is somewhere between 50 to 70 characters in length, though Google has said there is no limit to the title tag’s character length. However, there is still a cut-off point measured in pixels, and this is where using a plug-in like Yoast can come in handy, as it can give you an idea of when the title tag is too long.

When posting your final draft of the blog, make sure its URL contains the keywords you want to rank for, too. This makes it easier for search engines to find, and it’s far more organized than letting the content management system (sometimes abbreviated as CMS) use the publication date or a string of random numbers for the URL.

Another thing to check before hitting that publish button: use your name as the author of the blog post to help establish not only your law firm’s authority, but yours, too. 

If you don’t want to publish your blog immediately, most content management systems allow you to schedule it for publication on a specific date and time. Otherwise, go ahead and click the publish button.

And now, you wait for an increase in traffic and hopefully emails and phone calls from prospective clients. Keep in mind that SEO is not immediate or automatic — it will take time before you see any increases in clients.


Share the blog to social media

Your post has been published. Now what? Easy: Share the blog to your law firm’s social media accounts. It’s an easy way to build up backlinks and possibly have others in your social (media) circle share it, too.

You may want to sit back and celebrate the publication and shares of your first legal SEO blog — but the journey’s not over yet. You’ll have to keep creating SEO-friendly blogs if you want to continue to see an increase in clients for your law firm. Search engine optimization is an ongoing strategy that never truly ends. Once you start, you should not stop.


Contact OppGen for more information

For some people, the fact that SEO is a never-ending strategy is too much to deal with. It’s too easy to run out of blog topics or keywords. Maybe you’re too busy to keep track of SEO.

Whatever the reason, it’s a good idea to hire a legal SEO writer or a digital marketing company that can create original content for your law firm’s website and brings in more clients. And OppGen Marketing is here to do just that.

To learn more about OppGen’s legal SEO marketing program, contact us today, or fill out our free digital audit for valuable feedback about where you can improve your law firm’s SEO strategy and more.

Male AAPI lawyer reviews his personal injury law firm's website

By OppGen

SEO Expectations for Personal Injury Law Firms

Search engine optimization, or SEO, is often misunderstood by those who don’t work with it on a regular basis. It’s seen as something that’s easy to do, requires minimal effort or a handful of keywords repeated on a page, or something that should bring in results overnight.

At OppGen, we hear many misconceptions as expectations from personal injury law clients, who are beginning to consider an SEO strategy. Unfortunately, these expectations are unrealistic and in some cases, unobtainable.

So we want to share some of these SEO expectations for personal injury law firms to create a clearer picture of what goes into SEO and why these expectations are not rooted in reality, along with what they can expect from a solid SEO program.


How long does it take for my personal injury law firm to rank higher on Google?

Unlike paid search advertising on Google and other search engines, where it is easier to position your ads in better locations on search engine results pages (SERPs) in a relatively short period of time, SEO has more variables that can affect your personal injury law firm’s SERPs ranking. Due to these variables, it takes longer before you start seeing an increase in web traffic and conversions.

It can take anywhere from 3 months to even a year to start seeing results from an SEO strategy.


Why am I not seeing any improvements in traffic after optimizing my website for SEO? I’m creating great personal injury content, so why isn’t my site ranking higher?

There’s a more lot that goes into SEO than just creating great content or a streamlined website, as SEO is a multifaceted strategy with several variables one must consider.

OppGen takes the the following variables into account when creating an SEO plan for your law firm:


Technical SEO

Technical SEO focuses on the technical aspects of your website: your site’s speed, whether or not it functions well on mobile devices, and your site’s design and navigation.

A site that is easy for anyone to access regardless of their device and loads quickly is a site that Google will be more likely to rank higher on SERPs.


Local SEO

For local businesses, local SEO is a must. When someone searches for “personal injury law firm near me,” search engines use that person’s location to show them results closest to them. This means that it’s important for your law firm to show up in the local results.

Setting up a Google My Business listing for your law firm is absolutely a must because it can put your firm on Google Maps and therefore easier for prospects to select instead of any competitors. You’ll also want to have your personal injury law firm on other relevant legal directories. It’s always good for your law firm to be easy to find in multiple places; it makes you more competitive within your local market, too!


On-page SEO

On-page SEO involves creating relevant content featuring information that will be valuable to your target audience. We are far past the days of keyword stuffing pages, which actually can work against you. Today’s search engines are able to read much more like us, so you need to make sure your content is digestible and not loaded with jargon.

You’ll still be focusing on relevant keywords, but you need to know how difficult a keyword is to rank for. Some keywords are more competitive than others while others are rarely searched. It helps to have an SEO expert like those at OppGen to guide you through what keywords are likely to be effective for your law firm.


Off-page SEO

Off-page SEO is about spreading the word about your personal injury law firm. This can be done through social media sharing, glowing five-star reviews, and link building. Link building is a process that involves other websites linking back to your website. The more links that point back to your website, especially when these other sites are excellent resources that rank well, too, the better, because it tells search engines that your law firm is a good resource. When you also include positive reviews and content shares on social media, that’s even more telling to search engines about the quality of your law firm

SEO has so many variables to take into account. It’s not enough to just optimize your website for speed — you need to take other things into consideration, too, such as the keywords you are trying to rank for, as well as the content you’re making.


Why am I getting more traffic but roughly the same number of clients?

Getting higher traffic does tend to result in more clients, but that doesn’t mean you’re getting the quality of clients your firm needs. Conversion should be the more important focus, not the number of web users visiting your website.

To improve conversion rates, make sure that your site is easy to navigate with a clean design. It should load quickly and operate smoothly on all devices, not just desktop computers. Your website should be optimized for mobile devices, and that’s a shift Google has been making when it comes to ranking high on the SERPs. 


Is it better for my personal injury law firm to be a featured snippet, a Google Maps listing, or a text-based result? Why can’t I rank twice on the same page?

Sometimes the ranking numbers for SERPs rankings can be confusing; after all, there’s a position 0 (which is just a fancy way to say the first PPC ad on a page) and sometimes it’s unclear if the first position (position 1) is a search result or a featured snippet… or even a Google Maps listing.

For our intents and purposes, we view the Google Maps listing as a type of featured snippet, which is ultimately the best ranking you can have on SERPs. Though these featured snippets/Google Maps listings aren’t technically considered as a numbered position on SERPs, they are the ultimate goal for ranking purposes. Featured snippets/Google Maps listings take up most of the traffic for keyword searches because they’re highly visual and are positioned before the rest of the results. 

However, it is highly unlikely for your law firm to be listed twice on the same page (that is, as both a featured snippet/Google Maps listing and a traditional search result), due to Google’s algorithms.

Remember: if your law firm appears as a featured snippet or as a Google Maps listing on the first page instead of a traditional search result, do not panic. That is the best case scenario for SERPs.


I’ve seen more new clients thanks to SEO, so can I stop optimizing my personal injury law firm’s website?

While you can stop optimizing your PI law firm’s site for SEO at any point, that doesn’t mean it’s a good idea to do so. SEO is a process that is always evolving and changing. If you want to keep bringing in more clients through organic searches, you need to keep creating content, monitoring traffic and keywords, and pay attention to any changes to Google’s algorithm. Though Google doesn’t make these changes public, there are experts who pay close attention to the company’s announcements and policy changes that could have an effect on SERP rankings.


Why should I invest in SEO instead of PPC?

It may seem like PPC and SEO are ultimately incompatible, but we believe that PPC and SEO actually complement each other, and that is especially the case for the legal industry, which has the most expensive average cost per click for PPC ads

You can think of your PPC strategy as a quick fix; it’s sort of like putting a broken arm in a sling. It’s quick and it keeps the (your law firm) arm intact for a brief period of time. But relying only on PPC can become expensive and risky — it’s probably in your law firm’s best interest to find a more stable ongoing solution. SEO, then, is like a cast and physical therapy for that broken arm.

SEO takes longer to work (like the cast) and will also take continued upkeep (physical therapy), but it tends to strengthen the law firm (the arm) by establishing it as an authoritative place for information as well as by building trust and a good reputation with clients.

Unrelated to the broken arm analogy, SEO is also an organic marketing strategy, which means you do not have to pay Google or Bing or any other search engine directly for your website to be positioned for certain keywords. 

Though SEO requires a greater investment of your time, it doesn’t require as much money as PPC, making it a more feasible strategy for your personal injury law firm’s long-term success.

That doesn’t mean you should drop your PPC strategy, either; it may be easier to target leads for certain keywords with PPC than SEO and vice-versa.


Contact OppGen for more SEO information

Hopefully you now have a better idea of what SEO is, what goes into a good SEO strategy, how it can help your personal injury law firm bring in more leads, and how long it takes to start working. But if you still have questions about SEO, contact OppGen today for more information. Alternatively, you can fill out our free digital audit for your personal injury law firm’s website, and we’ll give you feedback on how your website can be better optimized for search engines.

two men working together

By Zain Khan

Marketing for Personal Injury Law Firms: A Comprehensive Guide

Table of Contents

1. Introduction: Who is This Guide for and What Does it Cover?

2. Paid Advertising vs. Brand Building for Personal Injury Attorneys

3. The Basics of Having an Online Presence

4. Paid Digital Advertising to Acquire Personal Injury Cases

5. Search Engine Optimization for Personal Injury Law Firms

6. PR Strategies for Personal Injury Law Firms

7. What Should You Do Next? 



It is no secret that from a marketing perspective, the personal injury segment within law is one of the most competitive in the United States. This poses a major challenge for attorneys who aim to stand out in a crowded space and build trust among their audience. 

After years of helping personal injury law firms scale their practices successfully and profitably, we have put together a comprehensive guide to provide attorneys with the holistic knowledge to acquire more cases while building their brands for long-term growth. 


Who is This Guide For? 

This guide serves blueprint to marketing for personal injury law firms of any size as well as solo practitioners who are trying to make a bigger impact in their local market. 

Secondly, it will provide deep marketing knowledge for attorneys who are unsure about their current marketing and advertising strategies. 


What Will This Guide Cover? 

Our guide will break down the following topics into detail and bring forth an unbiased view on their effectiveness:

  1. Paid Advertising vs. Brand Building for Personal Injury Attorneys
  2. The Basics of Having an Online Presence
  3. Paid Digital Advertising to Acquire Personal Injury Cases
  4. Search Engine Optimization for Personal Injury Law Firms
  5. PR Strategies for Personal Injury Law Firms
  6. What Should You Do Next? 


Paid Advertising vs. Organic Brand Building for Personal Injury Attorneys

Before we dive into the basics of what is needed to create an online presence, it is extremely important to understand the differences between paid digital advertising and organic brand building for personal injury law firms. 

Just to clarify, we believe that both are important in the makings of a successful digital marketing strategy. However, depending on levels of marketing investment or operational capabilities, not every law firm or solo practitioner is set up to maximize the benefit from both. Understanding the nuances of each can help prioritize goals and measure impact. 

We will use Google’s search engine as an example of helping us understand the differences between the two. Here are mobile search results for the term personal injury attorney Chicago:

Each screenshot above represents results from up to 3 thumb scrolls on a mobile device. All listings before the map are paid; they include local services ads and search text ads. The map listings are in closest proximity to the user’s location followed by organic website listings. 

One may think that based on the amount of real estate provided to ads on this search engine results page than focusing on running ads on Google should be a priority. While there is some truth to that, not every law firm or solo practitioner can outright compete with a level of investment other firms are putting into their marketing. We break down the comparison in this table: 

If a law firm has experienced success from investing in paid ads on Google search, it makes sense to continue doing so. For a law firm that does not have a large number of resources to invest up front, going the organic traffic route with unique, helpful content first and learning about what their audience finds useful is recommended. 

In the law industry, time is considered money, so the big question that we want to evoke an early answer to is:

Do you want to be capital-intensive toward marketing your law firm or time-intensive? 

A capital-intensive strategy would put a major focus on advertising efforts that require less attorney involvement and prioritize those over organic ones whereas a time-intensive strategy would require attorneys to help write effective content, record videos, and provide extremely helpful information on the internet to build credibility and trust. 

We are not suggesting to select only one strategy since both are important but based on circumstances and your current standing from a digital marketing standpoint, this becomes an important determinant moving forward. 


The Basics of Having an Online Presence for Personal Injury Attorneys

For attorneys who are just starting to build a brand or launch their practice, the world of digital marketing can seem overwhelming. In this section, we help to break down the 4 main priority assets that can be building blocks to establish your practice online. 


1. Website

Having a website for your personal injury law firm is a gateway into digital marketing and advertising. It is a major requirement to leverage any form of online marketing such as pay-per-click ads, social media campaigns, and getting organic traffic to your website. 

To begin, there are 3 major components that need to be executed:


1. Domain name

Choosing a domain name is easy and can be bought from a variety of companies, most commonly through GoDaddy, Google Domains, etc. 


2. Website content

This is by far one of the most important parts of your website build. We highly recommend ensuring that your website content meets the criteria of being:

  • Unique
  • Personalized to your audience and easy to understand
  • Highly informative
  • Credible

The content for your prospective clients is the basis of differentiating your practice from everyone else online. 

More times than not, we see attorneys use cookie-cutter content that is taken from other websites or competitors. Google’s algorithm is smart enough to pick up on the similarities and may not deem it as special enough to give it any preference when ranking for relevant search terms. 

We have had personal injury attorneys spend days writing their own content because they have the ability to best describe what they do and how they can help people get justice. Many attorneys use marketing companies to build content, and although it can get the job done, it may not always be as high quality compared to when it’s coming directly from the source. 

Even if you choose to hire a company to build content, putting your own spin on it while looking at it from your client’s perspective is extremely important. When we previously asked the question to pick between being capital-intensive versus time-intensive, this is an example of when that comes into play. 

You could spend hours writing your own content and making videos, which could meet the criteria we have mentioned in this section. That would be time-intensive. Or you could hire a marketing company to do so and pay for it, which would be capital-intensive.

Either way, it is crucial that your content is able to make your website visitors clearly understand what you do and how your personal injury law firm can help them. 


3. Ease of Use

Apart from having the right information on your website, ensuring that the website is easy to use is critical. A few high-level factors that fall into this category are:

  • Website speed
  • Mobile experience
  • Website functionality and usability
  • Design layout

Although these concepts may seem a bit technical on the surface, they can be understood early on when picking a design theme by yourself or when working with a marketing team to prioritize. 


2. Google My Business

Personal injury attorneys are typically focused on serving within a specific area. It is safe to assume that they have a physical location or address associated with their place of work. To be locally relevant, it is extremely important to create a Google My Business listing and add detailed information about your practice. 

This includes:

  • Description of your law practice
  • Complete address
  • Types of cases your law firm can service
  • Your service area
  • Media assets, such as photos and videos 
  • Links to other web properties, such as your website
  • Phone number where people can directly reach you 
  • Useful or relevant posts in regard to your services

One of the most important components of a Google My Business profile is reviews. If there are any clients whom you have serviced, we highly encourage getting into a habit of having them leave you a review on Google. 

This will not only help with generating more visibility but also provide context for prospects who are evaluating your services against other personal injury attorneys in the local market. 


3. Legal Directories

Apart from visitors who come directly to a website or find personal injury practices through a Google search, many do tend to research legal directories. Some common legal directories include:

These directories have both free and paid listing models that attorneys can utilize to build profiles. 

These profiles include specific information about legal practices such as their specialization, list of attorneys, contact information, website URL, and client reviews. 

We believe that these directories are an effective way to build an online presence and generate a certain volume of referral traffic from users who are looking for personal injury attorneys in your area.


4. Social Media Profiles

Unlike legal directories where your profile is stagnant, social media tools allow for a more engaging way to build an online presence to market your personal injury law firm. They are free to use and can be quite impactful in reaching large organic audiences if you are providing valuable information. 

Since a victim of a personal injury case can be of any demographic, we believe that being present on the topmost utilized platforms is important. We recommend creating profiles on:

Creating a profile on these platforms is easy, but the key to being recognized on them is to provide as much value as possible through education and engagement. Here are some ideas to get you started:

  • Posting frequently regarding popular topics within the personal injury law segment
  • Sharing client successes to build credibility
  • Providing expert opinion on common personal injury cases 
  • Giving step by step guidance on what to do if an unfortunate injury occurs 

Contextualizing each piece of content for each platform will allow for better engagement and lead to a larger audience over time. 

In addition to bringing more awareness for your personal injury law firm, social media profiles provide additional backlinks to your website which also give positive signals to Google’s search ranking algorithm. 


Paid Digital Advertising to Acquire Personal Injury Cases

We believe that running paid digital ads is one of the fastest ways to acquire cases for personal injury law firms. Given the large investment associated with competing in this space, one has to try their best to not end up with an unprofitable campaign. 

As a personal injury attorney or law firm, educating yourself about digital advertising is important to avoid losing money, regardless of whether you are running the ads yourself or have hired a marketing agency to do so. 

We have broken this section up into 2 parts:


1. Advertising on Google Search

Being involved in a personal injury accident is an event that’s typically never planned. Due to the nature of how an injury can occur and who it impacts, one may only need to look for legal counsel after an incident. It’s not a subject that’s at the forefront of people’s minds as they go about their day. 

Moving forward with this notion of people only hire personal injury attorneys when they need to is the reason why Google search is one of the most dominant advertising channels to generate cases. When an unfortunate incident that qualifies as a personal injury case affects someone, you want to make sure that your law firm gets visibility on Google search.  


Learning about ad formats on Google search 

Here are the main advertising formats on Google search ranked by how they show from the top of the page to bottom:


Local Services Ads 

Local services ads are one of the latest formats introduced by Google on the search engine results page. Although this format of ads is not available for each and every business type, they are readily available for personal injury attorneys.

They appear on the top of the page on both desktop and mobile devices. Based on our testing of LSAs, they are extremely effective in driving qualified phone calls at an efficient cost compared to other advertising formats. 

To qualify for Local Services Ads, you are required to go through Google’s screening process as well as a background check. Click here to learn more about how they work. If you would like to learn more about the qualification process, please reference this page.

Here are some of the benefits for starting your personal injury practice’s advertising with Local Services Ads:

  • Budget-friendly as it does not require a significantly large investment
  • Only pay for qualified phone calls while disputing unqualified prospects 
  • The user experience does not require a fancy website

Local Services Ads use your law firm’s Google My Business page to derive the content that is shown in the ads. We highly recommend optimizing your GMB page with accurate information and client reviews before getting started with LSAs. 

If you would like to learn more about local services ads for personal injury attorneys, please reference this article


Text Ads

Text ads are the most common type of ads on Google search. They are distinguished by the ad label before the display URL. To be successful with text ads, it is imperative that your Google Ads campaigns are set up strategically to ensure that they are picking up qualified traffic in the right geography. 

Out of all the formats of ads available on Google search, we have found text ads to be the most expensive with some targeted clicks going as high as $400 for personal injury lawyer–related keywords in certain local markets within the United States. 

Here are simple steps to get you started with Google’s text ads:

  • Create a Google Ads account.
  • Do competitive research by typing relevant keywords in your local market. Study ads and post click experiences to understand the landscape.
  • Create a list of keywords that your prospects will most likely be searching for.
  • Write compelling ad copy that can help your personal injury law firm stand out from the competition.

Although it may seem easy to execute on a text ad campaign independently, we highly recommend getting an expert opinion from a Google representative or a marketing partner before investing a large sum of money towards these campaigns. 


How to improve performance from Google’s text ads?

If Google’s text ads have already been live for your personal injury law firm, we recommend starting with a few basic optimizations to ensure a higher level of relevance and case acquisition efficiency:

  • Sift through search term data to ensure that only relevant search queries are clicking your ads.
  • Add unqualified search terms as negatives. 
  • Take a thorough look through your advertising copy and see how it can be improved by contextualization, building credibility, and providing clear call to actions. 
  • Test multiple bidding strategies such as Target CPA or Maximize Conversions to see which one can result in a higher conversion rate and ultimately a lower cost per conversion. 
  • Personalize where your ads are driving traffic to on your website, so the experience is more consistent with the user’s intent within the search query. For example, if a user searches car accident attorney, they should ideally be taken to a page that provides information regarding car accidents. 

If your firm has already been running text ads and are wondering on how to improve case sign up rates and make lead generation efforts more efficient, please do not hesitate to reach out to us for a no-cost audit from our team. 


Local Map Ads

Proximity is an important factor for users who are looking to find legal representation from a personal injury law firm locally. This is where Google’s map ad listings can be helpful in driving traffic to your firm’s Google My Business profile. Here is an example of 2 paid map listings for the search term personal injury attorney Chicago


These placements are part of a Google’s text ad campaign that we mentioned previously. When a location extension is added to a search text ad campaign, your Google My Business profile has the ability to show up on the map for relevant keywords. 

Prospects who click through to your GMB profile from maps have the ability to call your practice, visit your website, or get directions to your physical location. In our years of managing paid ads campaigns for personal injury attorneys, we have noticed that map ads can be an effective complimentary addition to standard search campaigns. 


2. Advertising on Social Media

As people continue to utilize social media as a source of information and spend more time consuming content, it becomes an attractive marketing channel for personal injury attorneys. 


Creating awareness by educating 

In comparison to Google search, social media advertising isn’t necessarily a place where audiences have a high level of intent for seeking out legal counsel in relation to personal injury cases. 

Platforms such as Facebook, Twitter, Instagram, and TikTok allow for effective tools to educate large groups of people at scale. That is their primary function first and a case generation channel second. 

Each social media platform represents a unique core demographic. Content for every platform has to be contextualized for resonance. However, we have found that the best overarching strategy for every social channel is to:

Provide a large amount of value upfront to your audiences before asking them for anything.

The value that a law firm can provide to audiences in this scenario comes in the form of education. Here are some examples:

  • Educating people on what to do if they get injured due to the negligence of someone else. 
  • Informing the community on what process to follow if they get injured in a car wreck.
  • Providing details on nuances that make personal injury cases valid or invalid. 
  • Spreading public service messages regarding high frequency accident routes on local commutes.

Regardless of the channel you choose to post on, always keeping your community’s well-being in mind is ideal for building an effective ad strategy. People see right through personal injury law firms that are genuinely trying to help them make better decisions in comparison to others that are blatantly asking for their business. 

If you would like to learn how to run effective Facebook ads for your personal injury law firm, we have a detailed article you can reference


Search Engine Optimization for Personal Injury Law Firms 

Simply put, search engine optimization (SEO) is an ongoing process to help a website rank higher for the most relevant search terms. There are many factors that Google’s search algorithm takes into account when ranking websites organically. In this section we will be going over them at a high level. 

There are 4 main components we recommend focusing on when thinking of search engine optimization for your personal injury law firm:


1. Technical SEO

One of Google’s main priorities is to provide the best user experience possible. They do this by taking into consideration factors such as how quickly and conveniently can users find what they are looking for. When thinking of technical search engine optimizations on your website, please consider the following:

  • Security — How safe is your website? 
  • Speed — How quickly does your website load? 
  • Indexability — Can Google thoroughly index every section of your website?
  • Ease of use — Can users find what they are looking for conveniently? 

This may seem complicated on the surface, but it doesn’t have to be. We use tools, such as Page Speed Insights and mobile-friendly test, to understand the opportunities to improve a website. Feel free to run your existing website through those tools and see where improvements can be made. 

Having a technically sound website can be the basis of executing a successful search engine optimization strategy for your personal injury law firm. 


2. Local SEO

When a user’s search has any form of local intent, Google takes into consideration proximity indicators to provide the best search results. For example, if the search query typed into Google contains a geographical parameter such as a city or phrase like personal injury law firm near me, the results may be different compared to when the search query is less defined. 

Since personal injury law firms serve clients in their areas of service, it is important to prioritize local ranking factors in their search engine optimization process. These factors may include:

  • Google My Business listing with an emphasis on reviews
  • On-page content and credibility that is personalized to the local market
  • Regional websites or content that may link back to your domain 


3. On-page SEO

When trying to rank for relevant keywords, it is fundamental to have content on your personal injury website that provides useful information about your services. This could include content on pages such as:

  • Home page — an overall summary of your law firm 
  • Services — types of personal injury cases your law firm handles
  • Frequently asked questions for common types of case
  • Detailed “About” section containing attorney profiles, awards, and achievements
  • Helpful content for guiding a personal injury victim through the process of receiving justice in their case
  • Simplifying legal jargon so a common person can understand the implications of their case clearly 
  • Title tags and meta descriptions for every page on the website
  • Interlinking of pages on the website so helpful information can be found easily
  • References to credible sources of information if needed 


4. Off-page SEO

Apart from the content you create to represent your law firm, Google takes into consideration how other websites across the web are representing you. 

Off-page search engine optimization for personal injury law firm websites takes into account other web properties that link back to pages on your website. This helps Google’s algorithm understand how credible your website is since other websites would be linking back to yours for important and relevant information. 

Here are some of the ways to get started with off-page optimizations:

  • Creating and managing active social media profiles that link back to your website.
  • Becoming a thought leader in your field by writing guest blog posts on well-reputed publications. These could link back to your website and Google’s algorithm will pick that up while indexing your website. 
  • Getting featured on other blogs or articles across the web for your work in the personal injury law segment.
  • Gaining recognition in the personal injury field with awards for exceptional services or winning headline-worthy cases.

Generating backlinks organically by building genuine relationships across online communities is one of the best ways to build credibility with Google. Avoiding paid placements with low domain authority is recommended as that is not considered authentic. 

We understand that search engine optimization is an ongoing process that can take months and years to fully develop. Starting with a user-friendly website structure and truly helpful content is one of the easiest ways to make progress for keyword rankings. If you’ve been executing an SEO strategy that is not helping you rank in Google, please do not hesitate to reference Google’s best practices or reach out to us for a complimentary audit


PR Strategies for Personal Injury Law Firms

Building public relations within your community can be a tremendous help in securing a higher level of visibility for your law firm. In the numerous audits we have conducted for personal injury attorneys, we have noticed that there are major opportunities to establish a thoughtful public relations strategy. 

Here are a few simple steps to get you started with a PR strategy:


Attorney referrals for personal injury cases 

Due to the technicalities within legal cases, many times people aren’t able to determine what type of legal specialist they need help from for their case. This can lead to a prospect reaching out to an attorney who does not support the type of case they have. 

Building mutually beneficial relationships with attorneys outside of your immediate specialty pays dividends when a situation like that occurs. This can be done by reaching out directly to law firms in your region and setting competitive terms to co-counsel or share a percentage of settlement with them. 


Partner with local news outlets

Local news outlets are typically among some of the first on the scene when a newsworthy accident occurs. News channels want to ensure that their coverage of any such incident is accurate and expert opinions are provided to their viewers or readers. 

If incidents that cause injuries, such as car wrecks or construction accidents, take place, a personal injury law firm can help provide expert analysis on what steps the victims can take next to ensure that they receive justice. This type of public relations strategy may give your personal injury law firm a great deal of visibility in your local market and it can cement your firm as a credible source of information in the region. 

Reaching out to as many news outlets as possible and forging a relationship with them is highly beneficial. This can also lead to backlinks if your law firm’s comments are featured on their website.


Make an impact within the community

While thinking of creating more awareness for your personal injury law firm, it is highly recommended to be present in helping your local community with their struggles. This creates a feeling of trust and goodwill that can go a long in them considering your law firm if they get into a situation where they could use legal representation. Here’s a few ideas on how to get started:

  • Help out at the local food bank
  • Be part of cleaning drives
  • Offer complimentary legal advice to people from underprivileged areas
  • Contributing to or fundraising for a local charity 

Although some of these public relations strategies may seem like unconventional marketing, they can make your personal injury law firm stand out from the competition. 


What Should You Do Next?

We hope that this marketing guide was helpful. If you have been practicing personal injury law for a few years and are trying to generate more cases, you can use this guide to help establish a bigger footprint in your market. 

If you are starting out as a personal injury attorney and are seeking a partner to help build a marketing roadmap, we can provide a strategy session at no cost to you. 

If there are any questions from the content we have covered in this guide, please do not hesitate to reach out to us

3 lawyers pleased with PPC cost per click

By OppGen

How to Improve Your PI Law Firm’s Google Ads Quality Score

Personal injury law is one of the most expensive and most competitive industries when it comes to the cost per click of a pay per click (PPC) search ad on Google. Generally speaking, law-related ads tend to have a higher cost per click as it is, but personal injury law firms in particular are still going to face an even higher cost per click.

Depending on your PI law firm’s budget, a single click from a prospect could result in depleting your advertising budget. This means it’s really, really important to have the right people clicking on your ads. But having a good Google Ads quality score can help with some of the cost as well as helping the right clients find your PI law firm. 


What is a Google Ads quality score?

A Google Ads quality score is a score that is meant to give you a sense of your PPC ad quality. The score works on a scale of 1 to 10, with 1 being the lowest score and 10 being the highest.

The quality score has 3 components:

  1. Landing page experience: Rates how relevant and useful your landing page is
  2. Expected clickthrough rate: Estimates how likely a prospect is to click on your ad (does not take ad position or ad blocking extensions into account)
  3. Ad relevance: Rates how closely your keywords match the message in your ads

The better the above components are, the higher your quality score will be.


How can my Google Ads quality score help my PI law firm? 

Because personal injury law is an expensive industry for PPC, you want to make sure your ad is being shown to the right person while making sure the CPC is within your budget.

Having a higher quality score can help your PI law firm have better ad placement and lower your ads’ cost per click, which will decrease your cost per conversion.


How can I improve my Google Ads quality score?

Use relevant keywords

The more specific you can be with your keywords, the better. General keywords can lead to your ad being shown to prospects who aren’t in need of your services, or are seeking something entirely different.

Pay attention to the keyword match types you’re using in your ad campaigns. It’s possible to have your ad displayed for searches that aren’t relevant if you’re using the default match type setting. The 4 keyword match types are:


1. Broad match

Broad match is Google Ads’ default setting, and it can be used to reach the widest possible audience. With broad match, your ad can appear when any word in your keyword phrase, in any order, is searched. This means it’s possible for your ad to be displayed irrelevant prospects — a waste of your lead generation efforts and marketing budget.

You can, however, create a list of negative keywords to ensure this doesn’t happen (we’ll discuss more about negative keywords later), though you’ll likely have to research and continue to add to this list.


2. Modified broad match

Modified broad match gives you a little bit more control than the default broad match. It allows you to “lock” individual keywords in a phrase, which tells Google that the search must include that specific word. With a broad match, the phrase car accident lawyer could bring up your ad for any searches involving the individual words “car,” “accident,” and “lawyer” in any order.

With modified broad match, you could lock “accident” and “lawyer,” which would display ads to any searches that include those terms. The order of the words can change, though. So you could end up with clients who searched for motorcycle accident lawyer or lawyer automobile accident and found your website through an ad!


3. Phrase match

Phrase match, like the modified broad match, gives you more control over who sees your ads. It has a higher level of control than phrase match, as it requires keywords to be searched in an exact order. Phrase match can include search queries that add extra keywords before or after the phrase.

Using the car accident lawyer search as an example, you could set those three keywords as a phrase. Prospects could pull up the ad when they search for car accident lawyer near me or columbus ohio car accident lawyer because the phrase car accident lawyer is used in the search.


4. Exact match

Exact match is the most restrictive keyword match type — and here, restrictive is not a bad thing. It ensures that people searching for the exact phrase find your ad. If they search for car accident lawyer, and those words are what you have set as an exact match, then your ad will likely be shown to them.

It’s worth noting that Google has made some adjustments to exact match keywords, which allows them to display your ad when there are slight variations of your keywords. This includes making a singular word plural (car accident lawyers instead of car accident lawyer), certain synonyms (automobile accident lawyer instead of car accident lawyer), and variations that involve the same intent, are paraphrased, or are implied.

With exact match, you can anticipate a reduction in unwanted costs and higher conversion rates. While these are positive things, there are still some downsides to exact match.

The downsides to exact match are a reduction in traffic due to lower search volume. But for PI law firms, exact match keywords can be very useful for filtering out unwanted traffic and bring in those who are most interested and likely to convert.


Organize keyword groups

The way you group your keywords matters. It can help keep your ads more relevant to prospects’ searches. Consider organizing keywords by more specific types of personal injury law, such as keeping all car accident-related keywords in the same group. That way, if someone searches for a car accident lawyer, they aren’t going to find themselves looking at an ad that will lead them to your PI law firm’s FAQ page. Be sure to keep your keyword groups up to date and don’t be afraid to see if there are any new search terms that might be effective to add to your keyword groups.


Write effective ad copy

Ad copy is super important. It’s what catches prospects’ attention, and you need to do it quickly and efficiently. Don’t make the ad too complex. Keep it simple. Focus on what makes your PI law firm better than your competitors. 

Don’t be afraid to change things up with your ad copy. Experiment with A/B testing to see which copy is more effective than others, then shift to the one that is doing better. A/B testing is a strategy in which you change only one part of an ad at a time. Too many changes at once makes it difficult to determine what exactly was effective and what was not. For example, you can start by changing the ad’s headline text. Google’s system rotates out ads within an ad group, so you’ll be able to determine which ad worked better. Then, you can use the same headline and change the body copy.

Last but most certainly not least, include a call to action. Do you want prospects to fill out a form? Call you? Make sure that your call to action is clear.


Optimize landing pages

You need landing pages that effectively align with what prospects are searching for. If prospects are searching using a phrase that might be on a Frequently Asked Questions page, then make sure your landing page is your law firm’s FAQ page. The content on the page should be useful as well as relevant.

Transparency is also important — your landing page needs to make it clear as to what it is you do. Share information about your services before going right to the contact form.

Your landing pages should load quickly and work effectively on all devices — desktop and mobile — and be easy for prospects to navigate. 

Essentially, you need to make sure your PI law firm’s landing page follows Google’s landing page experience guidelines.


Add negative keywords

Negative keywords are not keywords that are inherently bad or… well, negative. It’s a term that refers to unrelated keywords that bring up your ad. For example, if you set up a broad search ad for car accident lawyer, your ad may be shown when someone searches for car accident on Main Street because both keyword phrases use the word car accident.

To avoid this, you can create a list of negative keywords on Google Ads to ensure that your ad won’t be displayed in searches containing those words. You’ll need to stay up to date on any possible queries that could include your keywords, especially in a broad keyword match type search.


Improve your PI law firm’s Google Ads quality score with OppGen

OppGen is a highly specialized digital marketing agency located in Columbus, Ohio, that works with clients across the nation. We’ve worked with PI law firms and have lowered their PPC campaigns’ cost per click through our holistic, one-of-a-kind marketing strategies. All of our clients receive a different marketing plan based on their specific needs and goals. We will work with you to create that plan. Get started today by filling out our free digital audit or contacting us for more information.

1 2 3
female lawyer reviews marketing plan
What to Look for in a Personal Injury Law Firm Marketing Plan
a lawyer records blog ideas on a notebook
How Important Are Blogs to Legal SEO?
Male AAPI lawyer reviews his personal injury law firm's website
SEO Expectations for Personal Injury Law Firms
two men working together
Marketing for Personal Injury Law Firms: A Comprehensive Guide
3 lawyers pleased with PPC cost per click
How to Improve Your PI Law Firm’s Google Ads Quality Score