Quality Search Engine Optimization (SEO)
It’s no secret that we’ve specialized in SEO for Personal Injury Attorneys since 2012 and have proven the value of SEO over and over again.
Beyond just us, every personal injury attorney in the world who ranks in the Local Pack and/or on Page 1 of Google will confirm that SEO is worth it. After all, clients can’t hire you if they can’t find you.
Why it might generate leads:
- Ranking for terms like “car accident lawyer in XYZ city” is almost always cost effective.
- Ranking in the Local Pack results in consistent lead generation.
- The highest quality leads generally come from organic search results when someone is searching with intent. If someone is searching for pizza, they’re ready to order dinner right now. If someone is looking for an accident lawyer, they’re ready for a consultation right now.
Why it might not generate leads:
- In extremely saturated areas such as Los Angeles, Chicago, and Miami, millions of dollars have been invested in SEO. Smaller firms simply cannot effectively compete in these cities using SEO. They’ll just never rank.
- In areas with a personal injury attorney on every block, Local Pack “reach” is greatly reduced, reducing the number of leads which come in from ranking in the local pack.
- You lack reviews, reducing click through rate…or you have terrible reviews that you haven’t responded to or addressed.
Quote from https://optimizemyfirm.com/pimm-25/
Referrals from Attorneys
Referrals from other attorneys are an exceptionally high-value source of leads for a personal injury lawyer.
These referrals are typically driven by a combination of trust in the receiving lawyer’s expertise, the referring lawyer having a conflict of interest or not practicing personal injury law, and the potential for a referral fee.
Why it might generate leads:
- Cases are already vetted, so they will likely have at least some value or credibility
- No selling involved; you’ve been recommended
Why it might not generate leads:
- Cases may be smaller if getting them from another injury attorney
- Referral fees can greatly reduce the take-home amount
- No contact from you. If you don’t follow up with the referrals quickly, you’ll not only lose that case but also future referrals from that partner who vouched for you.
Quote from https://optimizemyfirm.com/pimm-54/
Referrals from Past Clients
Think of your former clients as walking billboards.
If you do right by them, they will share your message whenever they get the opportunity. And client referrals are wonderful because new clients trust what their friends have to say. Some law firms actually run their marketing at a loss because they’re so focused on past clients.
Why it might generate leads:
- Referrals are the best leads. Prospective clients are essentially handed to you on a silver platter.
- Snowball Effect for Growth: Making clients genuinely happy leads to them becoming “raving fans” who reliably recommend you to their networks. Since each person knows hundreds of others, the potential reach is exponential.
- Ongoing Human Touch: Maintaining regular, thoughtful communication with clients, like personal emails, cards for life events, and meaningful outreach, keeps you top-of-mind and generates continued referrals, even long after a case ends.
Why it might not generate leads:
- Lack of client satisfaction due to poor communication, mismatched expectations, or a lack of personal connection.
- Failure to ask for referrals. You can’t assume that former clients know you would appreciate them sharing your information.
- Not staying in touch with past clients, or poor strategy. In today’s digital age, it is easy to set birthday reminders to (at the very least) send an automated email. You already have that information in their case file. Use it.
Quote from https://optimizemyfirm.com/pimm-40/
Referrals from Medical Professionals
Referrals from a medical professional, such as chiropractors, are a powerful and valuable source of clients for personal injury lawyers because they come with an inherent level of trust.
Why it might generate leads:
- These referrals come with an inherent level of trust and establish the lawyer’s credibility from a third party who is already involved in the case.
- The leads are generally pre-qualified, at least to an extent, as someone is obviously injured.
- Referrals from medical professionals may provide a steady stream of leads if you nurture the relationship.
Why it might not generate leads:
- Many medical professionals expect a reciprocal relationship.
- Slow payment of bills from the firm can sour relationships.
- Some bar associations may have ethical standards that prohibit these types of referral relationships.
Quote from https://optimizemyfirm.com/pimm-45/
TV Ads
TV advertising is a double-edged sword for personal injury firms, capable of generating significant benefits but also fraught with potential pitfalls and challenges.
Why it might generate leads:
- In addition to the massive reach, you can target the exact demographic you want to see a certain ad campaign. While anyone can be in a car accident, you can tailor different ads to different population segments to get the most from your campaign.
- Strong brands with memorable messaging may build awareness. However, “We get you the compensation you deserve” is so widely used that you may as well flush your money down the toilet if you are relying on it for a hook.
- Building trust through familiarity. The more your law firm’s name is seen, the more it is trusted.
Why it might not generate leads:
- Poor branding. Too many law firms’ ads are either not memorable or inauthentic.
- High production costs. And high advertising costs – TV ads work best when they’re high frequency. You can’t expect someone to pick up the phone after seeing your ad once.
- If six other law firms are running ads in your market – and you all have similar commercials – it might be time to shake it up or explore other avenues.
Quote from https://optimizemyfirm.com/pimm-59/
Branding
Attorneys who do not rely on SEO or referrals must have branding.
It’s a prerequisite to most forms of advertising. Branding must be memorable and authentic.
Why it might generate leads:
- In addition to the massive reach, you can target the exact demographic you want to see a certain ad campaign. While anyone can be in a car accident, you can tailor different ads to different population segments to get the most from your campaign.
- Strong brands with memorable messaging may build awareness. However, “We get you the compensation you deserve” is so widely used that you may as well flush your money down the toilet if you are relying on it for a hook.
- Building trust through familiarity. The more your law firm’s name is seen, the more it is trusted.
Why it might not generate leads:
- Poor branding. Too many law firms’ ads are either not memorable or inauthentic.
- High production costs. And high advertising costs – TV ads work best when they’re high frequency. You can’t expect someone to pick up the phone after seeing your ad once.
- If six other law firms are running ads in your market – and you all have similar commercials – it might be time to shake it up or explore other avenues.
Quote from https://optimizemyfirm.com/pimm-91/
Content Marketing
The content on your website informs AI, search engines, and users how long you’ve been in business and answers general law information search queries, but you must absolutely have unique content.
Why it might generate leads:
- Content marketing is an essential piece of your SEO strategy. If you can get your content to rank, prospective clients will find you.
- If your website has helpful, people-first information then prospective clients will trust your credibility.
- Unique content will help your website’s show up in AI search results
Why it might not generate leads:
- If your content is poorly written by AI or outsourced to other countries, prospective clients will know.
- Content written specifically for SEO (without humans in mind) will frustrate visitors and won’t convert them into cases.
Local Services Ads (LSA)
Unlike Google Ads, Google Local Services Ads are “Pay Per Call” not Pay Per Click (ppc).
You only pay when someone calls you, and the calls last for over 30 seconds.
Why it might generate leads:
- When LSA works, it generates decent leads. In general, 20% of leads are good calls which could become cases.
- If LSAs aren’t generating calls, it doesn’t cost you anything.
- Google will automatically refund some calls that are outside of your practice area or that come in from existing clients. But sometimes they don’t.
Why it might not generate leads:
- LSA is a very dysfunctional platform, and sometimes ads never trigger.
- If/when ads do trigger, leads are inconsistent. You may get 3 one month and 30 the next.
- It may not be cost effective. Leads are $120 per call in Oklahoma, and $680 per call in California.
Mastermind Groups
Some personal injury attorneys use mastermind groups as a way to share business insights, solve management challenges, and scale their law firms.
These groups provide a platform for growth-minded attorneys to collaborate, exchange proven strategies, discuss vendors, and develop referral partnerships in a confidential and supportive environment.
Why it might generate leads:
- Accelerated growth: Ken Hardison from PILMMA explains that members of his mastermind groups almost always grow faster. Mastermind groups provide access to collective problem-solving and proven marketing/management strategies from other attorneys.
- Referral networks: Members often build strong, lasting professional referral sources.
- Accountability & motivation: The structure of mastermind groups fosters accountability for implementing new ideas and encourages members to set and achieve ambitious goals through friendly peer support.
Why it might not generate leads:
- The wrong group: Ken Hardison from PILMMA explains he carefully places certain attorneys with peers.
- Lack of structure: Success depends on committed members and a structured meeting format that maintains focus.
- Poor attendance: Groups can lose momentum when a mastermind member fails to show.
Quote from https://optimizemyfirm.com/pimm-92/
Pay Per Click (PPC)
Google Ads (formerly AdWords), Microsoft Advertising (Bing PPC), and Yahoo Ads (formerly Yahoo Search Marketing or Yahoo Gemini) are all PPC (Pay Per Click) programs.
People looking for an attorney see the ad, click it, and some contact you.
Why it might generate leads:
- A high converting site with targeted PPC traffic can generate leads.
- PPC campaigns can generate traffic immediately.
- Find a specialist who exclusively does PPC and exclusively works with law firms. Ask them about geofencing.
Why it might not generate leads:
- Poor conversion rate optimization (CRO) on your website’s landing page.
- Extremely expensive in competitive areas. It may not be cost effective.
- Avoid “jack of all trade” style agencies who sell all the acronyms (SEO, PPC, LSA, GEO, OMG.)
Quote from https://optimizemyfirm.com/pimm-110/
Social Media
We could write an entire book about social media.
Personal Injury Attorneys can work on social via paid ads or just an organic following. 99% of the time it’s best to just avoid social. But, it can work.
Why it might generate leads:
- You are engaged with the local community, recommending other businesses, active and helpful
- You have amazing, creative, fun ads you use for top-of-mind awareness and branding.
- You have a niche, like cycling, and people genuinely want to follow you because you are doing things they are interested in.
Why it might not generate leads:
- There is no intent on social media. People don’t get on Facebook to find a lawyer. They go there to doom scroll, fight with strangers about politics, and look at cute pics of puppies and babies. Unless you are participating in a genuine interest of theirs, it just won’t work.
- You’re chasing followers and engagements rather than connections and conversions.
- You have nothing unique or of value to say and are just hoping someone sees your ad and calls.
Quote from https://optimizemyfirm.com/pimm-50/
Retargeting / Remarketing:
Retargeting basically shows ads to people who have recently visited your website.
A cookie is placed in their browser, and if they leave your website without taking action, ads may follow them around the web, keeping your firm top-of-mind and encouraging them to take action.
Why it might generate leads:
- If you have a significant amount of traffic to your website, retargeting ads are usually cost effective.
- You can custom tailor remarketing ads to cater to what the user was looking for on your website.
- You can optimize landing pages retargeting ads direct people to.
Why it might not generate leads:
- Personal Injury Attorneys can’t use Google Ads Remarketing because Google Ads prohibits ads based on personal hardships, such as personal injury, but you can still retarget with platforms such as Facebook, Instagram, and YouTube.
- Lack of personalization. If you don’t understand your target market and tailor your ads to them, it won’t capture their attention and win their hearts.
- Poor landing page. If your ad is taking them to a page that is bulky, not designed to convert, or just doesn’t have the information they need then they will bounce right off.
Videos
Videos offer numerous strategic benefits for lawyers and law firms, significantly enhancing their marketing efforts.
Why it might generate leads:
- YouTube videos show up in Google search results, YouTube search results, and may be used on other platforms such as Instagram or TikTok.
- Videos humanize the lawyer and demonstrate empathy. Client testimonial videos are great to have as well.
- Videos may be embedded on your website and increase conversions.
Why it might not generate leads:
- Not creating videos that people are looking for. People are looking for answers to questions.
- Being extremely awkward on camera.
- Not creating enough videos. Successful video marketing involves dozens or hundreds of videos.
Quote from https://optimizemyfirm.com/pimm-102/
App Advertising:
One firm we work with utilizes in-app advertising.
Their ads display inside of the local weather app, which is provided by the local news station.
Why it might generate leads:
- This is a brand awareness play. There is no intent to contact an attorney inside of a weather app. You need strong branding.
- Great demographics. You can reach a wide adult audience.
- You’re reaching the mobile-first audience. Anyone who clicks on your ad may be remarketed to.
Why it might not generate leads:
- People ignore banner ads in apps. They will not convert into leads on their own.
- Some firms advertise in completely irrelevant apps. For example, you don’t want to advertise in an app that is targeting kids.
- Lack of branding. The ad won’t stick in their subconscious if your brand isn’t memorable.
Online Directories
Personal injury attorneys can use a variety of online directories to get leads, including general legal directories and practice-specific platforms.
Some of these directories include Justia, Avvo, FindLaw, Martindale-Hubbell, Lawyers.com, Nolo, and Super Lawyers.
Why it might generate leads:
- In general, we’ve only had success with directories that rank on page 1 of Google.
- Attorneys need reviews on the pages people land on to convert. So, if you advertise on Justia, be prepared to obtain peer and user reviews on their platform.
- These platforms offer backlinks and may influence AI results.
Why it might not generate leads:
- Many platforms who claim to have their own traffic provide few leads.
- Some platforms are not cost effective.
- There is no control over who clicks on your profile, so the leads tend to be very low quality.
Email Marketing
If you have people you can email, such as past clients or prospective clients you’ve provided a consultation to, email marketing can be very cost effective and provide an outstanding ROI.
Why it might generate leads:
- You provide consistent, valuable, and targeted communication.
- Top of mind awareness. Even if they never open the email, they see your name in your inbox. Just reminds them that you exist.
- Direct line of communication for when they are ready to reach out. Just make sure someone is monitoring the responses to your newsletter.
Why it might not generate leads:
- You are spamming people or sending email to the wrong audience.
- Poor execution and strategy, such as sending out less than exciting newsletters or other irrelevant content.
- The email is non-compliant, fails to provide opt-out, etc. Don’t get sued for a TCPA violation – those are awful.
Networking Groups
Networking groups offer numerous benefits to lawyers, impacting their career growth & client acquisition.
Chambers of Commerce, BNI groups, or other local professional groups do generate leads.
Why it might generate leads:
- Networking provides opportunities to meet potential clients who need you immediately or in the future.
- Referral networks build relationships with professionals in related fields such as medical professionals, insurance brokers, and accountants.
- You could meet attorneys who practice other areas of law.
Why it might not generate leads:
- Lack of consistency, or lack of being genuine.
- Not building relationships or not actually referring business to other professionals who would reciprocate.
- Some networking groups are too small to generate business or ripple effect for expanding your network.
Bar Association Lawyer Referral Service (LRS):
Your local bar association likely has a Lawyer Referral Service (LRS).
The LRS is a public service offered by bar associations that connects people who need a lawyer with qualified attorneys in their area.
Why it might generate leads:
- The LRS will connect people actively seeking an attorney.
- Vetted, qualified referrals.
- Implied trust and credibility.
Why it might not generate leads:
- Low quality, non-viable cases.
- Leads are inconsistent at best, especially in more competitive markets.
- LRS requirements vary drastically from bar to bar. For example, some require pro-bono work.
Referrals From Judges
This one is a little touchy.
But the bottom line is that when you are well known, liked, and respected within your community then you could get a lead from anywhere. In some areas, the bar might not allow judges to recommend a specific attorney.
Why it might generate leads:
- If you have a solid reputation in your community, other industry professionals might recommend you to those who ask for a referral.
- Tangential cases can generate referrals. For example, if someone is in court for an unrelated issue but also needs assistance with a PI case, a judge might recommend you.
Why it might not generate leads:
- Often, judges are not allowed to recommend a specific attorney. However, they might give your name in a list of lawyers they recommend.
- If you don’t work to build your reputation in the community, it likely won’t lead to many referrals.
Billboards
Billboards can be a powerful, traditional advertising tool for personal injury attorneys to attract leads, primarily by building brand awareness.
However, you must have a strong, memorable brand in order for them to work well.
Why it might generate leads:
- Billboards are repeatedly seen by the same people who commute along the same roadways every day.
- They work best when you have the budget for several.
- Billboards capture attention in key geographic locations where accidents are common.
Why it might not generate leads:
- Boring billboards, and firms with no memorable brand rarely get any leads from billboards.
- Putting up a single billboard is unlikely to help.
- Poor location, either due to low traffic, or you’re in a city where someone else has 50+ billboards.
Radio
Radio advertising can be an effective tool for a personal injury law firm in specific situations, primarily when the firm aims for high frequency and reach within a targeted local market.
Why it might generate leads:
- Paired with memorable branding, repetitive radio advertising can create top-of-mind awareness.
- Radio ads can reach a large number of people in a specific geographic area.
- Radio ads can play at a specific time, such as when people are commuting to work (and the most likely to get into a car accident).
Why it might not generate leads:
- Lack of frequency.
- Poor branding or difficult to remember phone number.
- Generic messaging like “We’ll get you the compensation you deserve.”
Podcasts
Whether you host a legal podcast or appear on other podcasts or both, podcasts are a great way to generate additional exposure to your peers or directly to your target market.
The more you can do to build your professional network, the better. Plus, generating additional digital content is always a win for SEO and AI.
Why it might generate leads:
- Grows your professional network to generate more referrals
- Positions you as a subject matter expert to your peers and potential clients
- Generates more brand exposure and provides backlink opportunities for your website
Why it might not generate leads:
- If the podcast isn’t reaching a wide enough audience or the right audience then it isn’t going to bring in new clients.
- If you don’t follow up with the hosts/guests, you are missing networking opportunities.
Community Involvement
Community involvement can look like volunteering at food banks, hosting annual events, or providing legal information at a free forum.
This can be great if you have a memorable brand in place, are regularly involving yourself in a similar cluster of events, and follow up with the connections you make.
Why it might generate leads:
- Brand awareness. It is a great way to show your face and logo in a different setting than advertising.
- Goodwill. People will associate you with being someone who gives back and can be counted on in times of crisis.
- You will make new connections, expanding your network’s reach.
Why it might not generate leads:
- You’re shy. If you aren’t in front of people, talking to strangers, and putting yourself out there then your time might be better spent elsewhere.
- Not the right community. If you are attending a bunch of running events, but you don’t run then you might want to reconsider where your effort is best spent.
- Lack of follow-up. Nurturing relationships is key to networking success.
Learn more here: https://optimizemyfirm.com/community-involvement-pi/
Firm Acquisition:
Sometimes it is less expensive to purchase an existing firm than to start from scratch within your own.
This can be especially true if you are exploring a new vertical. Partnering with the right firm at the right time can be a great way to increase your revenue and expand year-over-year.
Why it might generate leads:
- Ability to acquire existing case book, personnel, and reputation without the marketing spend
- Generate more revenue by cross promoting legal services
Why it might not generate leads:
- Poor timing, chemistry, management structure, or pricing for purchase of new firm
- Attrition of personnel or cases due to acquisition
Learn more here: https://optimizemyfirm.com/pimm-81/
Website Design
While SEO is essential to get people to your website, the site itself is a sales tool that needs to be leveraged accordingly.
Why it might generate leads:
- Site design leverages user psychology to influence how prospective clients feel about your firm through colors, shapes, images, language, etc.
- User interface and user experience can drive conversions through intentional design
Why it might not generate leads:
- Website not optimized for mobile (what majority of clients use to search for an attorney)
- Difficult to navigate and find information (legal information, phone number, etc.)
- Slow to load and clunky interface
Yellow Pages
The Yellow Pages used to be king.
The most expensive ad was on the front page, and usually occupied by a personal injury law firm. In the book, some attorneys would place ads, or change the name of their firm to start with “A” to be listed first. There are lessons to be learned from this old form of advertising which you can check out here on our podcast: Takeaways from Advertising in the Yellow Pages.
These days most phone books are “opt-in” only, and you can still advertise in them.
Why it might generate leads:
- People still use them in some areas, such as parts of Philadelphia, Volusia County Florida, Tucson Arizona, Buffalo, NY, or, in other areas where readers can opt-in via landline providers such as AT&T, Verizon and CenturyLink.
- Can reach alternative demographics (elderly, rural, limited internet access).
- Phone book advertising has become cheaper with less competition.
Why it might not generate leads:
- Very limited reach.
- Difficulty tracking ROI.
- Environmental concerns.
Learn more here: https://optimizemyfirm.com/pimm-5/
Scholarships
Scholarships were once a novel way to get backlinks for SEO purposes, but Google doesn’t value scholarship links as much as they used to.
Still, they can be a helpful tool to generate brand awareness, specifically when the scholarship is hyper local, and/or niche specific.
As time goes on, these scholarships grow in popularity. We’ve had students apply when parents, grandparents, school counselors and more send people to a law firm website. We’ve also seen these scholarships mentioned in local news, printed and hung up on church bulletin boards, and more.
A scholarship only needs to be around $1000 to gain significant traction.
Why it might generate leads:
- Some backlink power from external links pointing back to your website
- Relationship built with scholarship winners and their families
- Brand awareness established with all applicants
- Goodwill within your community
Why it might not generate leads:
- Too generic or national won’t drive connection with your local market
- Too specific or low dollar amount won’t attract enough applicants
Networking Events
Attending networking events, like those put on by networking groups and professional organizations can be a great way to make connections within your community.
Take the opportunity to build relationships with other attorneys and medical professionals to form potential referral relationships.
Why it might generate leads
- Build trust with medical professionals, putting a face to a name
- Develop relationships with other attorneys in your area to form referral relationships
- Network with other businesses and community members. Anyone could be involved in an accident any time
Why it might not generate leads
- Events aren’t well attended
- Attendees aren’t strategically aligned with legal industry
- Failure to follow up with attendees
Chamber of Commerce
Your local chamber of commerce can be a great resource if you stay involved and leverage the benefits they offer (website profile for SEO, networking events, ribbon cuttings).
It’s important to note that you can typically join chambers of commerce in any area that you want to do business in, not just where you are physically located.
Why it might generate leads
- Profile links are good for SEO
- Warm introduction to other law firms and medical professions who are also involved in the chamber
- Networking events to get to know others in your community
Why it might not generate leads
- Small chamber with free events
- Failure to network with others in the chamber
Industry Speaking Engagements
There are legal conferences taking place year round across the country.
If you can speak at some of these conferences, it can be a great way to generate leads (and travel to cool cities).
Why it might generate leads
- Position yourself as a trusted industry leader
- Builds relationships with referring attorneys
Why it might not generate leads
- Failure to follow up with networking connections
- You don’t ask for referrals
Community Speaking Engagements
You have a wealth of knowledge that can benefit your community.
The more you can get in front of others and share information, the more you become a trusted legal industry leader – and the first name that comes to mind when someone is invited. So, get in front of your community at graduation ceremonies, community events, safety seminars, club meetings, or anywhere else that your knowledge can benefit others.
Why it might generate leads
- Positions you as a subject matter expert who cares about your community
- Networking opportunities with other industry professionals and general population
Why it might not generate leads
- Inconsistent community involvement
- Failure to follow up with connections
Niche (Cultural)
If you have a specific cultural community that you belong to, it can be beneficial to lean into that network.
You have a natural, exclusive opportunity to market directly to others with shared cultural experiences.
Why it might generate leads
- Unique ability to market to a niche group with shared connection
- Ability to understand unique challenges that your community faces
Why it might not generate leads
- Not large enough community population
- Inauthentic marketing ploy (don’t fake it)
- Poorly executed marketing strategy that doesn’t get visibility
Sponsorships (Conferences)
Sponsoring conferences can be a great way to get visibility at industry events, especially when you pair your sponsorship with a speaking engagement.
The more your firm is mentioned by the hosts and your logo is displayed on event signage, the better engrained your firm will be in the minds of attendees. Tip: make sure your logo is memorable and reflects your law firm’s unique identity.
Why it might generate leads
- Establishes credibility because it associates you with an event that the other attendees already bought into
- Boosts brand recognition for your firm
- Gives you an opportunity to create a network with other sponsors (Hey “so and so” – looks like we’re both sponsoring this event. Let’s grab lunch)
Why it might not generate leads
- Bland logo that doesn’t imprint on people’s minds
- Failure to network with hosts, attendees, and other sponsors
- A million other law firms sponsoring the same event
Car Wraps
Car wraps are a creative alternative (or addition to) bus ads or other mobile billboards.
This works best with memorable marketing like a creative slogan, firm name, or phone number. Something other than a big photo of your face.
Why it might generate leads
- There aren’t a ton of them in most markets, so they stand out
- Car wraps have a natural alignment with auto accidents, so they mentally align
Why it might not generate leads
- Not memorable branding or phone number
- Not driving enough in high accident areas
- Market saturated with other firms with car wraps
Speaking at Motorcycle Dealerships
While this may sound oddly specific, getting involved with motorcycle dealerships can build trust and credibility among a vulnerable demographic.
Providing information on motorcycle rights, building cases in event of accidents, safety seminars for young riders, and other speaking opportunities can position you as an advocate in that community.
Why it might generate leads
- Builds trust and credibility in riding community
- Forms relationships with motorcycle riders who could be future clients or know someone who needs your help down the road
Why it might not generate leads
- Too general information won’t draw a crowd
- Failure to follow up with connections you make
Referral Partnerships With Tow Truck Drivers
There are typically a handful of tow truck companies that are called to respond to accidents.
If you can form referral relationships with these companies – or individual drivers – it can be like having a walking billboard at the scene of the accident.
Why it might generate leads
- Accident victim gets your information directly from a related source
- Tow truck drivers are incentivized to generate leads, so they’ll speak highly of you
Why it might not generate leads
- Local bar might not allow
- Forming relationships with tow companies that don’t respond to accidents
- Not providing enough of an incentive for the driver to recommend your firm
Bus, Bus Stops
Just about every bus or bus stop has some lawyer’s face and firm name plastered to the side of it.
Why? Because it generates leads.
Why it might generate leads
- Additional exposure for brand recognition
- Having visibility on a roadway mentally connects your law firm’s name to where a future accident might happen
- Ad must be memorable or have a catchy phone number
Why it might not generate leads
- Generic lawyer face paired with hard to remember phone number
- Difficult to track how many leads came directly from this campaign since it’s part of a larger brand awareness effort
Safety Awareness Campaigns
Raising awareness for safety in your community is a great way to build goodwill in your community.
You can host bike safety days for kids, advocate for additional bike lanes, talk to running groups about their rights, or even host a world record safety event and invite the community to participate.
Why it might generate leads
- Brand awareness in your community
- Relationship building with local leadership and citizens
- Natural earned media from news outlets (great for SEO)
Why it might not generate leads
- Not enough people attend event
- Media doesn’t prove campaign coverage
- Failure to follow up with connections after event
Print - Ads, Magazines
While paper is on its way out, it isn’t dead yet.
Having an ad in a local paper or magazine can still give you additional exposure. This is especially true if it’s a local guide that gets referenced consistently. Or if it’s on the cover of a magazine that might be at a doctor’s office.
Why it might generate leads
- Additional brand awareness, especially if it is in a publication that is displayed at a doctor’s office, DMV, etc.
- Print ads are more readily seen by seniors, so plan your ad accordingly
- You have a number or ad that is eye catching and memorable
Why it might not generate leads
- Boring ad with just your face and law firm name
- Not printed in a widely seen publication
Mailers
Every state has their own regulations when it comes to attorney mail advertising.
Some allow traffic lawyers to advertise, but not personal injury. Some allow all. Check your rules. But lawyers have gotten pretty creative with these. Some send books on accident victims rights. Others send welcome videos. I would personally just want some chocolates, but to each their own.
Why it might generate leads
- Immediate brand exposure right after an accident
- Highly cost effective if it does result in a case
- Creative mailings get the best results
Why it might not generate leads
- Most get thrown in the trash/recycling
- Victims get flooded with these ads in states where it’s allowed
- Boring ad that doesn’t get attention
Upselling
A personal injury law firm in eastern Kentucky we know of offers free will creation.
This gets people in the door. A lot of times the clients will bring up a car accident that they were in, not realizing they can pursue a personal injury claim. While you don’t need to offer free services, make sure that your different practice areas make clients aware of any additional services you provide that they might need down the road.
Why it might generate leads
- Clients are already in your office, trusting you with their personal matters
- Requires no additional marketing spend
- Even if they don’t need it now, they’ll know for the future and recommend you to friends and family
Why it might not generate leads
- If it comes across as too salesy or pushy, clients might be turned off
- Failure to follow up and remind them of your additional services after initial case work ends
Banner Ads
We’ve come a long way from pop-up ads blasting computer screens in the 90s…at least on most sites.
But there are still opportunities for strategically placed ads on certain websites. But you need to make sure your ad is memorable and the website is at least tangentially related to your practice. Tip: think bicycle or motorcycle forums, running clubs, etc.
Why it might generate leads
- Additional brand exposure if the ad is memorable and on a related website
- Builds credibility by linking your firm to a website the user already visits and trusts
- Ad landing page is designed to convert
Why it might not generate leads
- Boring ad that doesn’t have a memorable number
- Ad goes to a poorly optimized landing page
- Ad displayed on web page that doesn’t have much exposure or local traffic
Phone Number Marketing
If you are running brand awareness campaigns like tv ads, print ads, radio ads, etc., it is essential to have a memorable phone number.
Often people will forget the last names tied to the firm, and a face isn’t always memorable or Googleable. But a catchy phone number, especially when paired with a jingle, can help prospective clients remember and find your firm.
Why it might generate leads
- Provides an easy call to action
- Helps prospective clients look up your form without having to remember a bunch of last names
- Can get stuck in clients’ heads, especially when paired with a jingle
- Easy to track leads when paired with CallRail or other service
Why it might not generate leads
- Not shown in enough locations to be remembered
- Not catchy enough to remember
Write a Book
Writing a book on the laws and processes associated with personal injury in your area can be a great tool to generate leads.
You can give your book away to prospective clients as a way to earn their trust and inform them of what they can expect from their case.
Why it might generate leads
- Showcases your knowledge and experience in a way that is helpful for future clients
- A great giveaway to make an introduction to prospective clients
Why it might not generate leads
- You don’t give it away in unique ways or to the right people
- You are too late giving it to people, and they’ve already hired someone else
- The information is too generic to be helpful
Legal awards
Most legal awards are pay-to-play vanity badges, but they still look cool.
Having a handful of the right ones displayed on your website can still be a useful tool to generate leads. But you’ll want to be strategic in the ones you pick.
Why it might generate leads
- A great looking badge instills trust and authority on your website
- Some award companies provide backlink and directory opportunities. This can help if their website ranks well.
- Can be used in a newsletter as a way to humble brag
Why it might not generate leads
- The badge is bland or generic
- It is easy to see that the award was purchased
- The award website doesn’t rank well or provide a link to your website
Teaching a CLE
Teaching a CLE through your bar association can be a great way to position yourself as a subject matter expert, give back to your legal community, and build trust with other lawyers.
Why it might generate leads
- Opportunity to network and establish referral relationships with other attorneys
- Way to give back so that others can know, like, and trust you.
- Establish credibility with the bar. They might be more likely to recommend attorneys who have demonstrated their competence.
Why it might not generate leads
- You don’t follow up with attendees or the bar connections
- The presentation isn’t helpful or puts people to sleep
Blogs and Car Accident Coverage
If your blog is full of articles like “What to do after a car accident” and “Are cigarettes bad for you?” then you’re doing it wrong.
Writing articles that have been written a million times before and that are full of generic information will never rank and will never generate a single lead. But you can cover things like local laws, local safety updates, firm events, case studies, and recent accidents.
Why it might generate leads
- Accident victims often google their accidents right after they happen. If you put something insightful in the coverage, they might call you.
- Great way to showcase your community involvement and advocate for safety measures
Why it might not generate leads
- Covering topics that have been covered a million times won’t rank
- Some people get mad if you cover their accident, especially if you use their name
URL
Having a unique website URL can be just as effective as having a unique phone number.
They make your law firm easier to remember than “Last Name and Last Name Law.” You can put your URL anywhere your phone number would traditionally go.
Why it might generate leads
- Easier to remember than your last name/law firm name
- Can tell your clients what type of law you practice or can connect with your branding
Why it might not generate leads
- Hard to spell or hard to remember
- Too close to another law firm’s name
Examples: autoaccident.com or getrude.com
Pro Bono Work
While offering pro bono work might seem like a backwards step, it is a leap forward in establishing goodwill in your community.
It gets your name out there in a positive light and will generate referrals whenever that client or organization knows someone who needs help. Even if the pro bono work is for an unrelated case, like drafting a will or filing a simple claim, you can let them know you’d appreciate their future business if the opportunity to help arises.
Why it might generate leads
- Can offer a free simple service then inquire as to whether you can help them or a loved one with a personal injury case
- Establish goodwill and positive reputation in the community
Why it might not generate leads
- You don’t follow up with them to check in after the service
- You don’t ask for referrals or reviews
Thought Leadership
I’m not a huge fan of buzzwords that don’t mean anything, but “Thought Leadership” sounds better than “writing shit on LinkedIn.”
That being said, LinkedIn does give you the opportunity to write professional articles that can position you as a leader and subject matter expert.
Why it might generate leads
- Builds connections with other lawyers who can become referral partners
- Provides opportunity to showcase involvement in local politics and safety measures
Why it might not generate leads
- Topics have already been covered a million times
- Lack of follow up with those who engage with your articles
Hosting Community Events
Hosting community events is a great way to engage with local residents and businesses in your area.
For example, you could have a food drive for Thanksgiving, a children’s resource fair, or anything else you can think of that would be fun or meaningful for your community.
Why it might generate leads
- Build relationships with local businesses, medical professionals, and community leaders to sponsor event and have booths
- Build relationships and goodwill with residents in your community
- Offer free consultations at your event
- News coverage for additional brand exposure and SEO
Why it might not generate leads
- Not enough publicity so news and community don’t show up
- Not geared towards your community’s interests or needs
- Failure to follow up with connections
Reviews
Reviews are probably the single most important and cost effective way to generate leads.
People simply won’t hire an attorney if they have far fewer reviews than their competitors (or if your reviews are completely abysmal).
Why it might generate leads
- Review recency and score are determining factors in whether or not your firm shows up on the local pack (Google map). You really, really want to be there in order to get leads.
- People trust reviews. They are the closest thing people have to a friend recommending your services.
Why they might not generate leads
- If nobody leaves your reviews, but your competitors have them then people will wonder why.
- If your reviews are awful or nobody is replying to the bad reviews
- If your reviews are obviously purchased then people can tell and so can Google.