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3 Online Marketing Tips for Landing Bigger & Better Personal Injury Cases


Are you tired of getting weak cases that cut into your personal injury law firm’s probability? Wish you could land higher-value cases that are a better use of your time and resources? You can. It just takes the right online marketing strategy. With a solid plan in place, you can market your firm to the right audience in the right place at the right time, which helps you attract more of the legal leads you actually want.

To improve the quality of your personal injury leads, just remember the 3 Ts.


Is there a niche area within your legal field that you want to hone in on? Are you looking for more cases involving 18-wheeler truck accidents, defective drug claims, wrongful death claims, etc.? Then make sure you’re law firm marketing and advertising is targeting the correct audience—people who are actively seeking representation for these types of cases.

To do this, start creating content and using geo-specific keywords that are relevant to these niche areas on your website. (“Salt Lake City motorcycle accident lawyer” is an example of a geo-specific keyword.) This will help your site appear higher up in the organic (or free) search results for the right types of online searches.

And you have even greater targeting capabilities with pay-per-click (PPC) advertising (the sponsored ads that appear at the top of the search results). In these ad campaigns, you can target your audience by keywords, location, time of day, device, and more. Your ideal clients are searching for services like yours—you just need to ensure your firm is capturing that online traffic!


When it comes to capturing the best cases, timing is everything. You only have a small window of time from the point of the accident or injury to the point where the victim retains legal services. While you can’t predict when accidents will occur, you can quickly respond to large-scale disasters and events that could lead to more cases for your firm.

For example, if you handle public transit accidents and you hear about a major bus accident that has injured dozens of people in your city or region, you may want to consider launching a “bus accidents” PPC campaign targeting the geographic area where the crash occurred. Or, if you practice product liability, you may want to run ad campaigns focusing on a dangerous product that has just been pulled off the shelves from harming consumers. Here are a few additional strategies: blog about the timely topic, add pages on your website that can appear in relevant searches, and post about the topic on social media.


Effective client attraction doesn’t just happen overnight. It takes time as you implement new marketing strategies, test your results, and fine-tune your website and digital campaigns to get you the results you’re looking for. The idea is to find out what works for your personal injury law firm (what brings in the best cases) and continue building on that strategy.

Don’t settle for mediocre cases. Improve your legal leads and get the types of cases that could be a game changer for your personal injury law firm. Contact our legal marketing experts today for assistance.

To learn more about pay-per-click advertising, check out Legal PPC blog series: Parts 1, 2, and 3.