Building a successful personal injury practice isn’t about being a great lawyer. The best personal injury lawyers have figured out how to make their office the automatic decision for someone in need of legal services. It’s not about “marketing” the firm in the traditional sense, but rather ensuring the firm is set up to succeed by being placed in a way that allows them to connect with clients at their most vulnerable.
The reality is that when people who have been injured in an accident are looking to hire a personal injury lawyer. They are scared, confused, and are not looking for someone to hire based on their credentials in a spreadsheet. They want to find someone who will guide them through the process and not make it any more challenging than it needs to be, especially when they are likely facing numerous challenges in their everyday lives as a result of their injury.
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Making Sure People See You
Most personal injury lawyers waste their marketing dollars in an attempt to be seen in every conceivable place. Instead, it would be more beneficial to focus on being the leader in one or two areas and making sure that people notice you in those areas. People looking to hire a personal injury attorney will oftentimes turn to Google first. Personal injury firms should make it a priority to be in the first few spots on Google search results, which means setting up solid SEO practices on their website and any referral links.
Ranking high in organic search results isn’t enough to ensure clients choose your firm; your firm must also make sure that the pages say that your firm cares and emphasizes how “good” the firm is, which can be done by including helpful information, next steps, and some well-placed testimonials.
It can be difficult to build this over time; however, while waiting for the firm to build organic visibility over the long-term, there are plenty of short-term, paid visibility techniques that can speed things along, including popunder traffic advertising and others. Many firms have experimented with various services and found success; it would be wise to explore all potential avenues and see what works best for your firm.
Answering Your Potential Client’s Questions Before They Even Call the Firm
Most potential clients will do an online “interview” of your firm before they ever contact the personal injury attorneys and assistants. Firms need to ensure that they get ahead of the game and address all of the questions that potential clients will most likely ask.
Video is one of the best tactics personal injury firms can utilize to get potential clients to trust them. Short videos of the head attorney talking about the most common challenges that potential clients face make them comfortable, and they allow them to remember your firm, as opposed to others they are considering.
The video does not have to be of high quality; firms can find reasonably priced filming equipment to ensure that they are able to connect with their audience, and that the quality of the film does not become a barrier to that connection.
Reviews and testimonials have an unrivaled impact on potential clients. These help potential clients them decide which law firm to choose. Personal injury clients want to know that fellow members of their community who were in similar situations got real help and also that they were treated well by the law firm. Reviews can be gathered easily by asking former clients who were pleased with the services to leave a review on the Google Business Profile, on a public forum (such as Yelp or TrustPilot), or even on the firm’s website.
Making Sure Everyone Knows You are Part of Their Community
Many of the big and impressive personal injury firms that get a lot of business do not use their marketing budget to be visible in as many places as possible. Instead, they become well-known in the community by sponsoring events or participating with organizations. This will ensure that potential clients will think of the firm when the time comes that they need to seek the assistance of a personal injury attorney.
It is also a wonderful idea for personal injury firms to offer to set up free events for interested community members or to offer free clinics. Not only will these events give attendees free, helpful information, but it also ensures that those who attend will remember your firm. They will walk away thinking that your competent attorneys provided legal services in a very approachable manner.
Some topics for these events could include ideas such as “What To Do After an Auto Accident?” or “Understanding Your Rights After a Workplace Injury.” Even clients who attend these sessions who never come into your firm still need assistance with their cases.
Making it Easy For Clients to Choose You
Despite all of these considerations, personal injury firms can still fail to connect with clients if they do not make it easy for potential clients to reach out to them. Once these potential clients have decided on a firm and have decided to take the leap to reach out for assistance with their cases, it should be as streamlined as possible.
The first step in the process should be as easy as possible. Several avenues should be provided for potential clients to reach out to the firm (e.g., email, phone) and they should be made aware of these options on all digital platforms (websites, social media) and flyers, business cards, or other promotional materials).
Make sure that responses to outreach are timely and friendly. Thank them for reaching out, show empathy for what they may be going through, and show them that you are eager to assist them with their cases. People who have suffered injuries and are looking for an attorney will usually contact several firms at the same time; firms should ensure that they contact them back as soon as possible.
Following Up with Potential Clients Who Aren’t Yet Ready
Not everyone looking for help from a personal injury law firm will be ready to sign a contract right away. Some potential clients still need time to ensure that they have a case worthy of pursuing. Others may just simply still be in the process of deciding who they would like to represent them.
Personal injury firms should follow up with every potential case and check-in emails or newsletters that reach the potential client’s inbox should ensure that when the time comes for these potential clients to pursue their cases, your company remains at the forefront of their minds.
Growing a personal injury practice takes thoughtful consideration and strategies that go far beyond just placing seeds in the ground for people to find you in various places online and in their communities. By focusing on specific strategies while taking the time to examine where your firm receives cases from and what your conversion rate is, you can increase your chances of success!
