Digital Marketing for Personal Injury Lawyers

Written by Erik J. Olson. Posted in .
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Every day, 5.6 billion online searches occur, and a good percentage of those web seekers are potential clients, but most won’t bother to scroll past the first page of results. To achieve the visibility your law firm needs to boost its clientele, drive traffic, and bring visitors to your website, you need to make it to the first page. This doesn’t come automatically or even easily. To successfully grow your audience and motivate them to call your law office for a consultation, you’ll need a skilled digital marketing strategist by your side.

Array Digital is an award-winning digital marketing agency that has been helping personal injury law firms across the U.S. for several years. Contact our expert marketing strategists to help you control your digital marketing efforts with our premier online marketing services, which comprise every aspect of digital branding, marketing, and advertising. You can rest assured we’ll get tangible and measurable results for your personal injury firm, which, in turn, will boost both your law practice’s referrals and conversion rates.

Need Help? Get a Free Comprehensive Website Audit and Strategy Session With Our Senior Strategist.  To get started, call (757) 333-3021 or use our contact page.

How To Grow Your Personal Injury Law Firm’s Online Presence

Traditional advertising methods no longer cut it to boost inquiries and grow clientele. Statistics published by the Pew Research Center indicate 31% of adults are “almost constantly” online. While that’s roughly one-third of the population, don’t discount the other 69% because the same study found 85% of Americans go online daily, and roughly half of that figure hop online multiple times a day.

TV, radio, newspapers, and billboards will still capture certain audiences, but realistically, most of the action takes place online. Even many potential clients will head to the web once they see your name elsewhere. Hence, you want your law firm’s name pushed toward the area where the most eyes will see it, and you’ll eventually gain widespread brand recognition, especially in your local area. This means establishing a strong internet presence to be seen by new clients in the virtual space. To accomplish this, you’ll need a fully comprehensive digital marketing strategy.

What Is a Digital Marketing Strategy?

A digital marketing strategy is a fully developed plan that enables businesses, such as personal injury law firms, to achieve specific goals through a meticulous approach rooted in proven methodologies. It involves not just choosing marketing avenues but also:

  • Determining targeted audiences (demographics)
  • Developing buyer personas
  • Selecting your firm’s voice persona and messaging
  • Carefully choosing marketing channels

All of this leads to helping you to understand ways to develop effective content marketing strategies to reach audiences. Once you get these fundamentals down, you can move toward richer and more specific strategies to further develop your overall online marketing plan.

What Does It Mean To Target Search Engines?

Search engines crawl content, and algorithms identify content it believes is most helpful for users. To accomplish this, you’ll need a well-executed online marketing strategy that involves a variety of factors, including but not limited to search engine optimization (SEO), publishing valuable content, social media marketing, title tags, metadata, user experience, links, and backlinks. These smaller individual stratagems all pull together to build a stronger overall web marketing strategy to position your law firm to successfully target search engines and perform well enough to gain web optimization and visibility. This is especially important for Google search, since the technology giant owns an incredible 92.47 percent of the search engine market share.

Why You Need a Skilled Digital Marketing Agency Well-Versed in Personal Injury Law

Achieving the best search results is much more than sprinkling the right keywords and using other SEO strategies. You also want to position yourself as a brand and expert in your field. While any digital marketing strategist could theoretically help your business gain better web visibility, most aren’t equipped to compete against experienced personal injury law digital marketing specialists.

Web seekers can easily identify superficial websites built by online marketing professionals who are not specialized in personal injury law. While good SEO strategies may bring web searchers to visit your website, it’s likely they may quickly bounce away to competitors once they don’t find what they’re looking for. After all, potential clients are looking for information that will help them; they won’t care about which keywords led them to their Google results.

Working with a skilled digital marketing agency that thoroughly understands personal injury law means you’ll gain the valuable SEO to bring visitors in and prepare your firm to offer them the personal injury information they seek.

SEO Best Practices To Get Your Law Firm Seen

Thousands of people every month search for personal injury lawyers in their city. To capture their attention, it’s critical to land your website and any content you publish prominently on Google (and other search engines, but primarily Google). Search engine optimization is an essential component of an overall marketing plan to ensure they find you.

To follow SEO best practices to put your website in front of potential clients, help them by integrating specific keywords and offering relevant content. A personal injury law firm strategist can help you to:

Use Targeted Keywords

To successfully gain strong web visibility for lawyers, you’ll want to identify the keywords you want to rank on search engines. You can start by integrating your key practice areas and then broadening your keywords with “long tail” phrases and related terms to further increase your reach in search engines.

The keywords you use will often depend upon where your client is in the sales funnel and who you want to attract. Are they just thinking about hiring a personal injury attorney, or are they ready to sign an agreement? If it’s the latter, you want to ensure your website contains phrases such as “car accident attorney in < city >” or “medical malpractice lawyer in < city >”, along with other niches your law firm specializes in. This leads people who want immediate help right to your firm’s website.

Answer Important Questions

Ideally, you want to target both interested clients and especially those ready to hire a lawyer. However, people who aren’t quite yet ready to connect with a personal injury attorney but are definitely thinking about it will be searching the web for information. For instance, they’ll likely plug phrases such as “How much can I get in a car accident lawsuit settlement?”, “Does my case fit medical malpractice criteria?”, “Can I sue if I get bitten by a dog?”, and “How can I file for workers’ compensation?” You can successfully answer these questions through your website’s landing pages and blog posts, helping the reader make a decision — and if you offer valuable information, they’ll be more likely to choose your firm.

Provide a Good User Experience

Whether on a home page, landing page, or blog post, content needs to offer a good user experience. This means providing quality content along with strong website performance and fast loading speeds. These days, a key component of a good user experience is to develop a mobile-friendly website — an expert personal injury strategist can help you accomplish this and ensure your pages are correctly configured.

Bottom line, it’s important to avoid neglecting the technical side of SEO metrics. When seeking an expert to help you, ask questions relating to how they build their strategies and implement SEO using best practices.

Increase Your Reach Through Local SEO for Personal Injury Law Firms

Ideally, one of the objectives you should meet within your overall personal injury digital marketing strategy is to achieve “near me” results to draw seekers in your geographical area to your website. Aside from deliberately placing geo-location keywords on your website’s landing pages and other content, you can employ other tactics to help people find your personal injury law firm.

Google My Business

To start, you’ll want to complete your Google My Business page. This step has become increasingly important in recent years, and many businesses in all industries do this to boost their visibility. Many also hire online marketing firms to do this for them as a part of their service. This page, designed to tell readers everything they need to know at a glance, gives them your contact information, hours of operation, location, areas of practice, and other relevant information. Additionally, it also helps boost your results in Google, especially if consistently kept updated.


Yelp is a website that collectively helps customers find the services they are seeking. Content on Yelp is user-driven because people leave reviews about the businesses they patronize, so it’s critical to have a good reputation on this website since it ranks high in search results, and people tend to visit it to learn more about the businesses they’re considering hiring.

It’s important to claim your business on Yelp and keep it fresh and relevant because the numbers suggest a whopping 97% of people buy from local businesses they discover on Yelp. A solid presence on this website also strengthens your overall brand visibility and SEO.

Bing Places

Bing Places works a lot like Google My Business and gains far less exposure, but with one billion visitors per month, this is an avenue you don’t want to ignore. Consider that many of those users might be future clients you could miss out on by taking a few moments to claim, fill out your profile, and verify your business to be featured in Bing Places.

Additionally, investing efforts in law firm directories, such as AVVO, Martindale-Hubbell, and, can also help to further boost your local SEO presence. These help you build brand visibility and also can serve as citation distribution sources for your law office and can give you valuable backlinks.

Use Social Media for Social Proofing

Social media is a highly utilized virtual space, and research indicates 71% of Americans receive news via their favorite social media websites. To capture the attention of this massive audience, it’s important for your law firm to stay active on social media platforms. Active doesn’t mean doing a fly-by post where no one returns to respond to questions or comments, but routinely posting and taking the time to actively circle back and let people know you’re listening. This is another area your digital marketing strategist can assist with to save you time while simultaneously strengthening your relationships with people at various places in your marketing funnel.

The key to succeeding with social media marketing is picking the channels your audience is likely to be reading and focusing on those, namely Facebook and Twitter. LinkedIn is another good platform since it’s professional and you can easily share authority and knowledge there.

It’s better to have one to three active social media profiles than several inactive profiles scattered across the web that no one is monitoring. It just looks bad and typically won’t sit well with people seeking legal support because they’ll be looking for a firm that demonstrates responsiveness.

Use Social Media Marketing Techniques

One major way you can utilize social media is to become an influencer by actively sharing your content and thoughts, resulting in a solid way to build credibility and authority. As you connect with people and build these important relationships, you can leverage social media to solicit, obtain, and share client testimonials. This demonstrates the real results your firm achieves, putting your results-driven legal victories in the spotlight for all to see. (Statistically speaking, unhappy people are more likely to post a review than happy people, so don’t be shy about asking your clients to share testimonials illustrating success!)

To achieve solid social media marketing campaign success, it’s important to be strategic with your approach. The key is to post shareable content — get your name in front of people! Ways you can develop shareable content is to consistently post a variety of multimedia, including images, videos, infographics, and other formats that people will click on and hit that “share” or “retweet” button.

Increase Conversions With Optimized Landing Pages

Customizing your individual web pages to target specific information to share with your intended audiences goes a long way toward increasing conversions. This process is called optimizing landing pages. Essentially, the better you can specifically drill down your content to cover deliberate information, you can greatly increase the SEO value of each page while concurrently giving web visitors the information they seek.

A large part of successfully bringing visitors in is to get landing pages on page one of search results and having an excellent “welcome mat.” It’s good practice to put a lot of thought into the design of your website. You want people to find it appealing enough to read the content — not bounce to another page because the landing page they arrive at is highly unattractive, cluttered, slow to load, or is otherwise undesirable.

Many law firms that land on page one of Google actively pay close attention to their home page, along with each one of their landing pages as a major part of their legal marketing strategies. To optimize each page, niche out your legal specialties and practices areas to be specific for each page. In other words, if you offer services as a malpractice, workers’ compensation, or car accident lawyer, be sure to create a page for each practice area and then do this for all personal injury practice pages.

Next, strive to capitalize on geo-location opportunities by integrating your city’s keywords. This will benefit you two-fold by boosting your firm higher in local search results and Google Maps and demonstrating your relevance to local audiences.

Finally, run tools to ensure each landing page is not just web-friendly but mobile-friendly too, because a large number of your visitors will be using mobile devices to seek legal services.

Add PPC To Market Your Personal Injury Law Firm

Outside of individuals working in a marketing company, many people don’t understand many of the acronyms of digital marketing strategies. Along with “SEO,” an important one you’ll see is “PPC.”

How PPC Differs From SEO

PPC stands for “pay-per-click” and is used in Google Ads campaigns and other similar initiatives. Like SEO, it’s an effective advertising strategy to obtain leads. The difference is SEO focuses on driving organic traffic to your law firm’s pages, while PPC is the process associated with buying ads to display on the search engine results pages. Your firm will pay for the service each time a user clicks one of your ads. In a word, PPC is the short game, whereas SEO is the long one, but both serve highly useful purposes to achieve a law office’s marketing goals.

How PPC Works in an Overall Marketing Plan

PPC can work nicely in your overall marketing plan to get your name out there quickly and to give a boost to your firm’s brand awareness. However, you can also take it a step further and customize your PPC page and ensure the viewer is brought to the page that offers them the exact information they seek. To do this, good strategic keywords and copywriting go a long way.

What Is Retargeting?

Retargeting is a digital process that identifies users who have interacted with your law firm and then targets them with paid ads. For example, a potential client visits your website or social media profile, and you subsequently use tracking pixels to serve them ads from your firm to try to lure them into taking another look. The pixel’s role in retargeting is that it captures data about web visitors and tracks what they do on your pages. You can utilize retargeting on Google, YouTube, LinkedIn, Bing, and Facebook ads, to name a few types of retargeting PPC ads.

Create a Content Marketing Strategy

A good content marketing strategy is much more than publishing a specified number of content pieces per month, a video, a meme, a news clip, or the occasional blog post. While it can certainly include these items, you’ll need a well fleshed-out content marketing strategy to really capture your intended audience. An effective content marketing strategy accomplishes several primary objectives.

  • Boosts leads and conversion rates
  • Increases rankings in Google and other search engines (using SEO strategies)
  • Builds stronger outreach to targeted audiences
  • Demonstrates legal thought leadership, knowledge, and experience
  • Earn backlinks as an authoritative source
  • Grows better relationships with clients
  • Keeps brand competitive and relevant

Statistics indicate that brands publishing regular blog content generate 67% more leads than those that don’t. By demonstrating to the public what you can offer, you’ll have an easier time capturing their attention and encouraging them to hire your law office for their personal injury case. Keep in mind, the average reader spends roughly 30 seconds reading an article or blog post. Personal injury clients have many questions and, if you don’t capture their interest in this short timeframe, you’re essentially sending the reader to one of your competitors. A digital marketing strategist who is well-versed in personal injury law knows exactly how to write high-quality SEO-friendly content while simultaneously offering value to the user through good readability.

In a nutshell, partnering with a specialist who is well-versed in personal injury law is a smart investment because they thoroughly understand SEO in conjunction with the type of content to deliver.

Contact Array Digital for Expert Guidance in Building a Personal Injury Law Marketing Strategy

Personal injury law is a highly competitive online space and is one of the primary reasons law firms tend to pay much higher than average pay-per-click rates for online ads. Establishing a strong online presence can help you generate more leads, increase the number of paying clients, and grow your firm. However, you need more than a generic law firm website to make this happen. An expert in digital marketing for personal injury lawyers can help establish your brand and gain a competitive advantage with search engine algorithms.

At Array Digital, it’s our goal to help you position your personal injury practice on the front page of Google and other search engines. To learn more about how we can help you, call us today to request a free consultation at 757.333.3021 or complete our online contact form to speak with an experienced digital marketing expert.

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Written By Erik J. Olson
Founder & CEO
Erik J. Olson is the Founder & CEO of Array Digital—a marketing agency that enables its clients to achieve their dreams, fulfill their missions, and impact more lives with their services.

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