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by OppGenetix

Personal injury is an area of law that is always going to be needed. As long as there are people, there are going to be accidents and injuries — and there are a lot of them. In 2019, nearly 4.4 million people were seriously injured in motor vehicle accidents. And that’s just car accidents. Take slip and fall accidents, the leading cause of workers’ compensation cases, which account for over 1 million emergency room visits.

 

These millions of accidents that occur every year could easily become personal injury cases. There are many PI cases every day in your own city, but if your firm does not have a strong digital presence, they will be missed opportunities.

 

Investing in personal injury lead generation can help these potential clients find legal assistance and even get your law firm more cases.

 

Why should I invest in personal injury lead generation?

Investing in personal injury lead generation can help bring in a steady stream of cases to your law firm. But not all lead generation channels and companies are equal.

Examples of lead generation channels include:

  • TV commercials
  • Radio ads
  • Billboards
  • Print advertisements (i.e., newspaper ads)
  • Digital marketing

 

How can I generate more personal injury leads?

While there are many different ways to generate leads, the most effective and affordable way is through digital marketing.

The following items are often part of digital lead generation programs, including OppGenetix’s very own personal injury lead generation program.

 

Having a landing page

Most digital lead generation programs require you to have a landing page. Landing pages are web pages created with the intent to have a lead convert. A conversion is a desired action, and therefore depends on what your goal is.

For example, a conversion for a website like Amazon would be making a sale. In the case of a personal injury lead, the conversion is probably having the lead contact you, either over the phone or through a contact form built into the landing page.

Landing pages should be streamlined and built around the conversion goal. OppGenetix landing pages are built using industry best practices and extensive, ongoing conversion rate testing. We’ll continue to optimize landing pages and websites to ensure you’re getting the best possible conversion rates.

 

Tracking leads

We’ve found that some of our personal injury law clients’ previous marketing agencies failed to properly track leads, which does nothing to help a lead generation campaign. Lead tracking is important because it helps us gather data on leads: the path(s) leads take before converting, demographic data, search history, and more.

This data can help determine where personal injury lead generation campaigns are seeing the most success, which areas need to be cut or changed, and who your best leads are and which leads are more likely to become your best clients.

Because we recognize the importance of this data and know how to use it to your law firm’s best advantage, all OppGenetix websites and landing pages have end-to-end lead tracking click attribution.

 

Creating pay-per-click advertisements on search engines

Paid search ads are advertisements placed on search engines like Google, Yahoo, or Bing. These ads are highly targeted and efficient because they are only shown to leads searching for specific words or phrases you decide to use. These prospects are also more likely to convert; they’re already seeking legal counsel and advice, and at this point in the marketing funnel, are deciding where they should go for that service.

They also incur a charge only when a lead clicks on an ad, which is why these ads are often referred to as pay-per-click (PPC). Using a keyword bidding system, you determine the cost per click (CPC). However, the cost per click also determines where your ad will be located. These ads are typically placed at the top or bottom of search engine result pages (SERPs). The best location is the top of the first page.

PPC does have its drawbacks, though, especially with personal injury law. In general, the legal industry has some of the highest CPCs and is very competitive. When looking within the legal industry’s specific areas of law, personal injury law happens to be the most expensive area.

For personal injury law firms that do not have the biggest marketing budget or smaller PI firms, there are other more affordable channels for generating personal injury leads.

 

Investing time and effort in SEO

Search engine optimization, or SEO, is an organic (which, in this context, simply means unpaid) lead generation strategy that involves getting your website to rank higher on SERPs and get more traffic and, potentially, more personal injury leads.

SEO has 4 main components:

  1. Technical SEO: A fast website optimized for mobile device and other potential technical issues
  2. Local SEO: Listings on Google My Business, Bing Places for Businesses, Yelp, and relevant personal law firm directories 
  3. On-page SEO: High quality and authoritative content (i.e., blogs, podcasts, videos, and/or a combination of all of these)
  4. Off-page SEO: Link building, social media shares, and 5-star reviews

Your law firm has the most control over local and on-page SEO. The main goal behind local SEO is to be found locally, and the best way to do that is to create accounts on Google My Business, Bing Places for Business, Yelp and be listed on law firm and legal directories. All of these accounts and listings should include your personal injury law firm’s name, address, and phone number so it can be easy to find and easy to contact.

On-page SEO is about creating original, high quality, and authoritative content centered around search keywords you want to rank for. Content can mean a lot of things these days, but for the sake of simplicity, here it refers to blogs, podcasts, and videos.

Like with PPC, some keywords and phrases are more competitive to rank high for than others (in the case of PPC, that difficulty also stems from CPC). But you won’t know which ones are more difficult or challenging without the assistance from an outside source like Ahrefs, which is still daunting to use and understand without the help of experts.

Unlike PPC, SEO is not a fast strategy with quick results. It takes time and effort to start seeing organic leads generated through your efforts.

But that doesn’t mean you should give up on SEO entirely. SEO is about making websites and content better, and that’s a good thing for all parties involved. 

SEO is absolutely worth the time and effort, even though it may not feel like it right away.

 

Using Facebook Ads

Due to the high CPC personal injury law faces on search engine ads, we highly recommend using a social media advertising platform like Facebook Ads.

Facebook Ads are more affordable compared to PPC ads and also have more specific audience targeting options. Not everyone who uses a search engine has an account (i.e., Google’s Gmail), and most search engines that have account options don’t have the most in-depth information on users, save for their sex and geographic location.

Facebook users can give a lot more information based on their interests. For example, a user who likes the official Yamaha and Harley Davidson pages and is part of motorcycle groups on Facebook will likely be a better personal injury lead for law firms that specialize in motorcycle accidents.

 

Retargeting personal injury leads

The lead journey is not as straightforward as a lead clicking an ad or link, going to the landing page, and filling out the contact form or contacting you via email or phone call for a consultation. There may be several times when a lead encounters an ad but doesn’t click on it. Realistically, they will probably see your ad or listing multiple times before deciding on contacting you.

They may even go to your landing page but leave the page without filling out the contact form. When this happens, you can utilize a strategy called retargeting (or remarketing).

Retargeting usually involves display ads, a type of visual search ad that is placed on relevant websites, that serve as little reminders for the lead to go back and fill out the contact form.

Chances are, you’ve probably been retargeted, too. For example, if you’ve ever left items in an online shopping cart, you’ve probably seen ads with those items on other websites you’re visiting. The goal of those ads is to get you to go back and finish the online checkout process.

 

Start generating more personal injury leads

If you want to start seeing a steady stream of new cases, it’s time to start creating a personal injury lead generation strategy. At OppGenetix, we can help personal injury leads find your law firm using a customized program that works best for your firm. No two lead generation strategies are the same because no law firm is the same.

We can help you generate more personal injury leads, so don’t wait around. Contact us today for more information.

OppGenetix Team
About OppGenetix Team
How to Generate More Personal Injury Leads for Your Law Firm