When someone is injured due to another’s negligence, they want a local lawyer they can trust. That’s why having a strong, strategic marketing plan is essential for personal injury lawyers looking to stand out. Whether you’re a solo practitioner or part of a larger firm, your marketing strategy should reflect your location, area of focus, and brand values.
Below are 25 essential tips to help you build an effective personal injury law marketing strategy.
1. Learn the Basics of Marketing
A strong foundation starts with understanding key marketing terms and concepts. Whether you’re DIY-ing or working with an agency, a little knowledge goes a long way in shaping your strategy.
2. Set Clear Goals
Define what success looks like—more leads, higher conversions, or brand awareness. Align your marketing plan with your business goals and budget.
3. Track Your Results
Don’t waste money guessing what works. Use tools like call tracking and an easy to use CRM to monitor campaign performance and client sources, so you can double down on what drives results.
4. Ask for Reviews
Positive client reviews significantly influence hiring decisions. Build a process to request and manage reviews to boost your credibility online.
5. Be Where Clients Are
Personal injury clients often need help fast. Ensure your firm is visible in Google searches, social media and even traditional outlets like billboards, TV and steaming content.
6. Get Active on Social Media
Social platforms offer a great opportunity to build trust and visibility. Share legal tips, case results, and firm updates to humanize your brand.
7. Optimize Your Website
Make a strong first impression with a fast, modern, mobile-friendly website. Ensure it’s easy for clients to contact you and learn about your services.
8. Make Contact Simple
Your phone number, email, and contact form should be prominently displayed as well as having a live chat option. Friction at this stage can mean lost leads.
9. Use SEO Best Practices
Boost your Google ranking so clients find you first. Learn the basics or hire SEO professionals to optimize your site content and performance.
10. Claim Your Google Business Profile
Appearing in local search results is critical. Set up and optimize your Google Business Profile so clients can easily find, review, and contact your firm.
11. Market in Free Online Spaces
Explore platforms like legal directories, community forums, and local business listings to boost visibility without spending a dime.
12. Try SEM (Search Engine Marketing)
If you have budget flexibility, paid search ads are a great way to get immediate visibility on platforms like Google.
13. Use Local Services Ads
LSAs connect you with nearby clients—and you only pay when a potential client contacts you through the ad. Easy to manage through platforms like Clio.
14. Leverage Video Marketing
Create short videos explaining personal injury processes or highlighting client testimonials. Videos build trust and improve engagement across platforms.
15. Tell People What You Do
Don’t underestimate word-of-mouth. Make sure people in your network know you’re a personal injury lawyer—they might refer your next client.
16. Attend Networking Events
Connect with other attorneys, professionals, and potential referral partners at industry or local networking events.
17. Try Public Speaking
Speaking at schools, nonprofits, or community events not only builds authority but can connect you with new audiences.
18. Consider Traditional Marketing
Billboards, radio ads, and local sponsorships can still be effective for personal injury lawyers—just ensure your contact info is memorable and clear.
19. Publish Helpful Content
Create blogs or guides about personal injury issues. Content marketing helps with SEO and positions your firm as a trustworthy resource.
20. Get In The Media
Getting media attention can help you stand out from the crowd and can be used as an asset in your marketing materials. This doesn’t have to be a big lift, even a well crafted press release can get you some attention and get you to show more on Google and beyond.
21. Don’t Neglect The Changing Landscape
Be on the lookout for changes to Google and big tech more broadly. The theme of the day is Ai and Google is pushing Ai overviews. Most of this is still just publishing great content, but being aware of the broader changes can help you to craft new ideas.
22. Set Up Online Tracking Tools
There are many options here, but the baseline is Google Analytics and Google Search Console. These are free tools that let you track different metrics of your online performance.
23. Attend Legal Conferences
Gain fresh insights, network with peers, and stay ahead of industry trends by attending events like ClioCon.
24. Sponsor Local Events
Sponsoring community events helps build local brand awareness. It also shows you’re invested in your community—something clients appreciate.
25. Don’t Lose Leads
Once potential clients reach out, you need efficient systems to follow up and manage their cases. Use tools like Clio Grow to automate intake and schedule appointments with ease.
Final Thoughts
Marketing is just one piece of the puzzle. As your client base grows, your systems for managing cases must scale too. From intake to settlement, ADSQUIRE’s Personal Injury marketing experience can help you grow your practice.