How SEO and content marketing propelled Vantage Group to 200+ leads per month
We live in this incredible age where our toasters are seemingly more intelligent than the computers that landed humans on the moon.
Wild times, indeed! Among the most head-scratching marvels of our era is the rise of Artificial Intelligence (AI) and its foray into… wait for it… writing. Yep, these digital whiz kids are now crafting content that often seems, well, human. But does an AI’s eloquence hold a candle to the heart, soul, and occasional chaos of a human touch? Furthermore, should AI ever be used to create content for regulated, legal, or highly technical industries? Let’s dive into this delightful dance of humans vs. AI-written content and see what all the fuss is about. Buckle up, because it’s about to get real (and maybe a tad bit nerdy).
AI-generated content is any content created or modified by machine- or deep-learning processes. From customer service chatbots to full-length articles, AI content is all over today’s web. And thanks to advancements by machine-learning leaders such as ChatGPT, AI software is constantly becoming smarter and more capable of producing quality results.
When using AI to create an online article on a specific search query, you enter the query into the software. The AI software will then scour the internet for all available information on the assigned topic and produce a search-engine-optimized (SEO) article based on the search term.
It sounds amazing, but don’t replace your marketing content department with AI just yet. While the technology and capabilities of machine learning are impressive, there are a host of things to consider. Some experts even caution that certain industries (such as the legal field) shouldn’t use AI-generated content at all. Let’s delve into the pros and cons of using AI to create content. Afterward, we’ll compare those with the pros and cons of human content creation.
From speed to cost-effectiveness, AI-generated content offers several advantages. Keep reading to explore each in more detail.
Even the fastest writers take at least a couple of hours to produce an article. On the other hand, AI doesn’t need extensive research and writing time, a coffee break, or sleep. Give it a prompt, and within moments, AI can create a full-length piece of content. Need 100 more articles all on the same day? No sweat; AI’s got you covered.
Whether you hire freelancers or employ full-time writing staff, you’ll pay hundreds or thousands of dollars in hourly wages or salaries. However, AI software typically costs around $100 per year, according to HubSpot.
If you want to publish an article on a complex topic, AI can be an extremely handy tool. While a human may struggle with difficult research and in-depth data analysis, AI can easily research and write about any topic—with no inconvenience to you or your staff.
Humans sometimes make mistakes. By using AI, you can reduce the risk of human error, especially in content that involves mathematical equations and other subject matter that requires exact attention to detail. That said, there are other error risks when using AI that we will cover in the “Cons of AI-Generated Content” section below.
AI operates based on parameters and algorithms. You won’t find it having an off day or misinterpreting the style guide. As long as you provide the correct parameters when setting up and training your software, AI offers a certain level of consistency from piece to piece.
AI can process vast amounts of data at lightning speed. This means it can generate content tailored to specific audiences, using real-time data, quicker than any human can. For example, do you need content in ten different languages? Some advanced AI tools can write and translate simultaneously, breaking down language barriers.
You don’t have to train AI to optimize your articles. One of AI’s top benefits is that it pulls data from top-ranking pages for any search query you enter. AI-created content is instantly geared toward achieving a good SEO score.
While the benefits of AI are impressive, the cons are also significant. There are several factors you need to consider before using AI-generated content.
Now wait a minute, didn’t we just include “Consistency” in the “Pros of AI-Generated Content” section? Well, yes. But while AI offers consistency in terms of operating on the same parameters and algorithms each time, there’s another area in which you may find inconsistency. AI generates content by synthesizing the information that is already available on a subject. So if the internet has a wealth of information about one subject you want to write about, but very little data is available on your next desired topic, you may find that the quality of AI-generated content is inconsistent from one subject to another.
Because AI pulls information from so many sources all at once when crafting content, it doesn’t typically provide citations. This puts your website at major risk for plagiarism issues. One of the best ways to combat this problem is to have a human check all content before publishing. You should run your content through Copyscape or another duplicate content checker and also manually search for the sources of any data, images, or quotes so you can properly cite them.
Note: ChatGPT has recently added a “Get citation” feature. However, it is only in Beta and doesn’t seem to be fully functional. For example, our team entered the query “How to file a personal injury claim” into ChatGPT. The response was a 360-word, step-by-step article (with several issues that we’ll discuss throughout this page). And when we clicked on the “Get citation” button, the result simply said, “OpenAI. (2024). ChatGPT [Large language model]. https://chat.openai.com.”
Again, we know we listed SEO as a benefit of AI, and it is. AI does a great job of optimizing articles for specific keywords. However, AI-generated content can also flow in a very stilted way. In other words, sometimes it’s obvious when an article was written by AI. Now that Google includes E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in its “helpful content” algorithm, using AI could result in your article’s ranking being devalued. A great way to combat this is to simply use AI for outlining and producing the first rough draft of your article. A human SEO writer can then tweak the article for better sentence structure, engagement, and nuance.
As we previously mentioned, we put ChatGPT to the test with the query “How to file a personal injury claim,” and the interface provided a very short 360-word article. Anyone who works in SEO knows that length matters when it comes to ranking. Typically, you need to create articles that are at least 1,000 words of comprehensive, relevant information if you want to rank at the top of Google for a specific keyword phrase. This is especially true for a phrase as competitive as “How to file a personal injury claim.”
The article didn’t include any links, which are imperative for a good SEO score. Additionally, the language in ChatGPT’s response was repetitive and lacked personality. For instance, the article used the word “general” twice in the introduction alone. Here’s ChatGPT’s full introduction for our search query: “I am not a lawyer, but I can offer general guidance on how to file a personal injury claim. Keep in mind that you should consult with a qualified attorney for advice specific to your situation. Here are some general steps you might consider…”
A machine doesn’t feel joy, sorrow, or the excitement of a child with a new toy. Human stories, experiences, and emotions are hard to replicate authentically with algorithms. For that reason, AI-generated content can be a bit cold and disengaging.
Along those same lines, AI sometimes misses out on cultural or contextual nuances. This can lead to content that feels generic or even tone-deaf.
We’ve all searched Google for a specific term only to find that the top result contained incorrect information. As we’ve covered, AI works by scouring the internet for data on a given search query. If your AI system finds incorrect information on the topic you assign it, that falsehood could make its way into your content.
Using generative AI is especially risky with legal content. According to Wealth Counsel, the drawbacks of AI-generated content for the legal industry include the “inability to consider all necessary legal information when crafting legal documents, as well as their collection and storage of private data, which could breach client confidentiality.”
Wealth Counsel even did a case study on using ChatGPT for creating a trust-based estate plan. Unfortunately, AI fell woefully short on this task. For example, ChatGPT failed to include provisions for the incapacity of a trustor, beneficiary, and trustee and also “provided qualified terminable interest property language that could waste a decedent’s estate tax exemption amount.”
ChatGPT also failed to meet expectations on our “How to file a personal injury claim” query. While the interface provided a ten-step, basic guide to filing a claim, it left out lots of important information. For instance, the fifth step in the guide advised, “Identify the Responsible Party: Determine who may be liable for your injuries. This could be an individual, a business, or an entity.” However, it provided no additional information or context surrounding how to identify the responsible party. If a human were to write the same prompt, they would go into much more comprehensive detail on each step.
Again, this is why it’s imperative to have a human being fact-check (and potentially add to) all AI-generated articles.
Relying too heavily on AI can lead to homogenized content that lacks diversity of thought. On the flip side, humans can diversify their tone, style, and approach depending on the subject matter. On top of that, if you employ a team of writers or an agency, each piece will vary slightly depending on who writes it.
Now that we understand the pros and cons of AI-generated content, let’s take a closer look at the advantages and disadvantages of using human writers.
Hiring a human writer means your content will benefit from being written by someone with hands-on experience. For instance, a skilled SEO writer knows from experience what works and what doesn’t when it comes to content. And if you’re in the legal industry, you can hire a legal writer with education and industry expertise that AI can’t yet compete with.
Remember how we mentioned the lack of comprehensive details and context in ChatGPT’s “How to file a personal injury claim” content? A person with hands-on experience in the personal injury field would be able to provide much more context in a manually written article on the same topic. If written by a human being, the aforementioned fifth step in the article might read: “Identify the Responsible Party: Determine who may be liable for your injuries. This could be an individual, a business, or an entity. One of the best ways to identify who’s at fault is to check the police report. You should also understand the laws in your state. For example, if you live in a state with no-fault insurance laws, you may be required to use your own personal injury protection (PIP) coverage to pay for medical expenses. But if you live in a state with at-fault laws, the at-fault driver’s insurance may be required to cover personal injury damages.”
Humans write from the heart. They share experiences and emotions and can make a reader laugh, cry, or ponder deep thoughts.
For example, ChatGPT’s personal injury claim introduction was cold and emotionless. But a human might write it with more empathy. Here’s a caring introduction written by a person: “Getting into a car accident can be scary, but knowing how to file a personal injury claim can help you avoid hassles and take steps toward covering your medical expenses. Keep reading to discover our step-by-step guide to getting your personal injury claim started. Along the way, we’ll discuss our pro tips for managing the entire process as seamlessly as possible.”
Human writers inherently understand cultural subtleties, local idioms, and the intricate weave of human society.
Every human has a unique perspective, which means every piece they write is tinged with their individuality.
Humans can make moral and ethical considerations when writing, ensuring content aligns with broader societal values. They can also cite sources, make sure they don’t plagiarize other material, and follow any style guidelines you provide from a place of actually understanding them, not just following an algorithm.
While style guides and rules matter, skilled human writers can adapt their tone and style to different platforms, audiences, or purposes seamlessly.
Because human beings are fallible, hiring human writers also comes with a few cons.
Unlike machines, humans need rest, breaks, and inspiration. This can slow down the content creation process. That said, a skilled, professional writer will work with their employer or client to meet deadlines.
Even the best writers have their off days, which can lead to variations in quality. However, you can combat this by communicating expectations with your writers and working with them to make sure quality standards are met.
Hiring seasoned writers or maintaining a content team can be more expensive than a one-time AI software investment. But your investment may be well worth it when you publish high-quality, top-ranking content that engages and informs your readers regularly.
Personal biases or perspectives can seep into content, which may not always be desirable. Be sure to communicate any expectations of objectivity to your writers ahead of time.
Humans can’t analyze vast amounts of data as quickly or as efficiently as AI, which can limit data-driven content strategies. This is where using AI together with a human touch may work to your advantage.
Juris Digital is committed to providing the best legal content writing services possible. Our writers and editors are experts in the legal field, and in any other area(s) they cover. Because of the complexity of the subject matter we write about, combined with our dedication to quality, Juris Digital content will always be researched, written, and reviewed by humans.
However, that same commitment to quality means we are continually adopting new tools and technology into our repertoire. From project management software to keyword research platforms, the right tools help us create better content more quickly and efficiently. As AI continues to evolve, we will be testing it out to determine how it can best help us serve our clients. That said, we will only ever be using AI in tandem with the human touch. Our writers and editors will always be the last line of defense when it comes to verifying information or approving content for publication.
As you can see, getting the most out of AI doesn’t typically involve replacing your whole marketing team with ChatGPT. Instead, the most effective approach is often to provide your human writers with generative AI tools that can boost efficiency and accuracy. By using AI in the right way, you can enable your team to create hundreds of articles in the time it used to take them to create ten.
In the grand scheme of things, neither AI nor human writers are “better” across the board. They’re just different. It’s like comparing apples and, well, robots. Both have their strengths and weaknesses, their magic moments, and their flaws. However, they complement each other beautifully. As we move forward, the ideal scenario might just be a harmonious blend of both, where AI aids human creativity and human intuition guides AI’s vast capabilities. After all, in this dance of words, there’s room for every dancer on the floor.
At Juris Digital, our commitment to innovation and excellence in digital marketing for law firms has led us to explore and embrace cutting-edge technologies. Our latest venture, the development of attorney Mike Grossman’s accident news blog, is a prime example of this commitment.
This project marks a significant milestone in our journey, as it’s the first law firm website we’ve built using ReactJS, a powerful JavaScript library.
Related: Embracing the Future: Juris Digital’s Leap into ReactJS for Law Firm Websites
The legal industry is highly competitive, and law firms need to stand out not just in their legal expertise but also in their online presence. Mike Grossman’s accident news blog was envisioned to be more than just an information portal; it needed to be a dynamic, engaging, and user-friendly platform that reflects the attorney’s deep insight and expertise in the area of serious accident law.
ReactJS emerged as the perfect solution for this challenge. Known for its efficiency in building interactive user interfaces, ReactJS allowed us to create a website that is not only visually appealing but also exceptionally functional.
The Grossman Law Accident blog stands as a testament to Juris Digital’s innovative approach to law firm website design. It’s not just a website; it’s a dynamic platform that effectively communicates the firm’s expertise and commitment to its clients.
This project marks just the beginning of our journey with ReactJS. We are excited about the possibilities this technology opens up for future law firm websites. Our goal is to continue pushing the boundaries of what’s possible in legal digital marketing, ensuring our clients stay at the forefront of innovation.
At Juris Digital, we’re not just building websites; we’re crafting digital experiences that resonate with clients and drive law firms forward. This website is a shining example of this philosophy in action.
Does this look interesting to you? Reach out to us anytime to discuss a cutting-edge website project using ReactJS.
Personal injury law is both a lucrative and saturated field. With more than 62,000 law practices nationwide and $51 billion in earnings in 2022, the personal injury legal industry is expected to grow 5% in 2023.
Without question, earning clients can be difficult. That’s where your law firm website comes in.
Your website is the most critical piece of your law firm’s marketing strategy. A well-designed website will turn visitors into clients organically. Since 49% of people research their legal situation online first, you need a website that will both educate potential clients and convey your law firm’s capabilities.
Below, we list five of the best website designs for personal injury law firms and what makes them work well for consistently generating new client leads. Generally, these sites share a few key features that put them above the competition, like thorough client testimonials, overall usability, and attention-getting design.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The black-and-white closeup of a wrecked vehicle tells visitors at a glance what this law firm is all about. Fast, clear communication of your capabilities and your contact information are critical for netting new clients. Other key takeaways:
Key Takeaway: Put the most important information front and center on your website’s homepage. Whether visitors are looking at your website through a computer screen or their phones, they should be able to know who you are, what you can do, and how to reach you without even having to scroll.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: This website stands out for its use of local SEO. From the wording to the imagery to the metadata, this site effectively targets people searching for personal injury lawyers in San Francisco. Other highlights:
Key Takeaway: Local SEO could save your firm loads of money in the long run. When done right, your firm can rank higher on search engines, making it more likely that potential clients will find you on their own. This is a great alternative to forking out tens of thousands of dollars a month on PPC advertising.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: Client testimonials are the closest thing your law firm has to word-of-mouth recommendations. They are powerful tools for quickly building trust among potential clients. This site nails it on client testimonials, as well as highlighting the experience of the attorneys. Other standout points:
Key Takeaway: Testimonials should be present on each page of your law firm’s website. Why? More than 90% of people say online reviews influence their buying decisions. Google reviews and testimonials are critical tools for attracting new business to your personal injury law firm.
Company Website | Testimonials | Instagram | Contact Info
Strengths: People dealing with a serious injury want to know more than your bona fides. They want to see that you’ve helped other people like them win their cases. That’s why this client- and results-focused website is a cut above the rest. Here are some ways this site stands out:
Key Takeaway: Fight the urge to turn your website into just a brag sheet. Your site should build an affinity between your firm and the people looking to hire you. That means helping them see themselves as your client through the messaging, videos, and images you share. Testimonials, reviews, and other client-focused messaging go a long way in gaining the trust of a potential client. Bonus: Google rewards user-focused websites with higher search rankings than websites that simply keyword stuff their content and provide no real value.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The site design for this personal injury practice is both elegant and engaging. A video header catches your attention from the get-go. Additional stand-out design points:
Key Takeaway: Your law firm’s brand should convey your capabilities and build a connection with potential clients. When your website design effectively displays your experience, compassion, and professionalism, your client leads feel more confident hiring your firm.
Personal injury trial lawyers need a website that speaks to potential clients with clarity and comfort during a time of great personal crisis. A well-designed website meets clients at their point of greatest need, provides answers, and gives multiple ways to contact your firm. Here are four things to consider when building a well-designed website for your personal injury law firm.
Use images, colors, and headings that build a connection with your clients. An elegant website that makes good use of negative space, is skimmable, and puts the most important information front and center helps potential clients make an informed decision quickly.
People dealing with injuries from accidents and negligence are often overwhelmed by the torrent of doctor’s visits, hospital and insurance paperwork, and mental anguish. Your website should make it easy for potential clients to understand their rights and how you will help them through the complex legal system. You can do this by creating blog posts, videos, and other content that is educational and easily shareable.
Since potential clients are shopping around for the best personal injury firm in their area, they will rely heavily on client testimonials and Google or Yelp reviews. Post reviews prominently throughout your website. Google reviews also help boost your website’s local SEO, which helps clients find you when they search, for example, “car accident lawyer near me.”
Your personal injury website should not just present a professional and caring image for your firm; it should also have excellent SEO. Good search engine optimization is not just choosing the right keywords, though that’s a critical step. SEO also involves implementing the right code, metadata, and taxonomies behind the scenes, so to speak. Your site should communicate well with both humans and bots.
This isn’t something you want to leave to your internal marketing team. Talk with professionals who have deep experience building high-performance websites for personal injury law firms. Juris Digital has more than a decade of experience creating personal injury websites that drive ongoing client leads and rank well on Google for firms across the United States. Our digital marketing services also include SEO-optimized content creation composed by a team of writers with strong legal backgrounds. Check out the full range of website design and digital marketing services Juris Digital provides, and schedule your free consultation today.
In PPC, the ad itself is only half the battle. The other half is your landing page.
Why does this matter? Why not just link users to your law firm’s homepage or contact information? The answer comes down to user expectations. When a user clicks on a targeted ad, they expect a targeted landing page. This is especially true in search engine PPC, where the user is likely looking for the same information organically. For example, if a user searches for “Boulder personal injury lawyer” on Google, they want results that are relevant to that search, both in the service provided and the area served. Whether the link they click on is a PPC ad or a regular search engine result doesn’t matter to them. All that matters is if they are brought to a relevant page.
This is where the landing page shines in PPC for attorneys. Legal services rely heavily on geo-targeted marketing. This means that a landing page should not only contain information relevant to that location but also have a strong value proposition attached. Optimizing these elements of your PPC landing page is crucial to making your firm stand out among the competition.
When it comes to PPC metrics, you may be tempted to look at your CTR and equate it to the overall performance of your ad. However, CTR doesn’t tell you what the user does when they get to your landing page. In other words, it doesn’t necessarily mean that those clicks lead to conversions.
Your landing page needs to be optimized to convert leads from your PPC ad. Otherwise, you end up paying for clicks that result in no new cases. Remember, the landing page is how you convince the user from your ad (or from organic traffic sources) to contact your firm for a consultation.
If PPC for attorneys begins with compelling ads, it ends with an effective landing page. From headlines to calls to action, each component plays a crucial role in converting your users into leads. Here are some elements you can add to your landing pages now to boost the performance of your PPC ads.
Your landing page’s headline should be attention-grabbing and directly relevant to the needs of your user. It should clearly communicate the benefit or solution you offer as a firm and indicate the location you are targeting. For example, the title “Personal Injury Lawyer” is okay and “Tampa Personal Injury Lawyer” is good, but see if you can incorporate some other brand value. This could be highlighting your firm’s reviews, case results, or accolades. Here’s some inspiration from a landing page for one of our clients.
When we talk about concise copy, we don’t necessarily mean a short page. We mean that the copy should have as little filler as possible. If you have a heading about the statute of limitations for car accidents, give the user the answer in the first or second sentence. People want thorough answers quickly, so the copy should reflect that. Using bullet points or short paragraphs also makes the content easy to scan.
Including testimonials from satisfied clients can greatly increase the credibility and trustworthiness of your law firm. Choose testimonials that highlight positive outcomes and place them strategically on your landing page to reinforce your value proposition. We recommend placing some testimonials near the top, but anywhere on the page has a net benefit. Video or audio testimonials from previous clients are preferable, but written reviews work as well. Here’s an example from one of our clients that includes a testimonial callout near the CTA for their landing page.
This is where your firm has a chance to set itself apart from others. Depending on your area of practice, there may be a lot of competition (personal injury is a good example). If so, you need to highlight everything you can about your experience and industry recognition. Do you have a high rating from Martindale-Hubbell? What about a top lawyer listing or board certification? These serve as an opportunity to show that you are the best choice for potential clients. Whether it’s your experience, client-focused approach, or track record of success, make sure to communicate why potential clients should choose your firm over others.
A clear and compelling call to action or CTA is essential for helping users schedule a consultation or contact your firm. Use action-oriented language, and make the CTA stand out visually. For example, you can create a form that sits in the body of the content or off to the side. Or you can include your phone number in a CTA at the beginning and end of your page. A good practice is to include your firm’s phone number within the last sentence of the first paragraph and in the last section of your landing page.
A successful PPC campaign involves more than just crafting captivating ads; it requires a holistic approach that includes optimizing every aspect of the user journey. By implementing these landing page optimization strategies, you’ll not only enhance the performance of your campaigns but also improve user engagement and conversion rates.
While it’s best practice to have different copy on your ad and your landing page, you want them to be clearly related. So if you create an ad for car accident representation in, for example, Dallas, make sure your landing page targets Dallas and not another city. In addition, if your firm has multiple practice areas, make sure the landing page targets the same practice area. If your ad focuses on car accidents, make sure the content of your landing page focuses on that case type rather than just personal injury in general.
Think about the intent of the user and the case type they might have. For example, if you are a criminal defense firm, your user is likely someone accused of a crime. So what information would they want to know? Most likely, they want to know your experience with their specific scenario, your previous results, and whether you are affordable. Include all that information on your landing page. Provide them with the information they need, and it will build their trust in your firm.
If there is anything that a landing page should do well, it should convert users into leads. Make it easy for your users to contact your firm for a consultation. This could be a contact form near the top of the page, a large phone number to call, or an email. Whatever you choose, make sure it’s easy to see and simple to execute. Here’s an example from a landing page of a Juris Digital client with a high conversion rate (hint: it’s above 27%). The contact form to the right is easily accessible and it is clear what case type they work on.
Multimedia is an underestimated tool in landing page creation. For law firms, it is essential to have media that adds to the user experience rather than just filling space. A good practice is to have some reviews or testimonials on your page. These can be from your Google Business Page, Avvo, etc. Better yet, add video testimonials from real clients so that users have an easier time connecting with your firm. You could also benefit from adding videos showcasing your attorneys and staff.
A common practice for PPC advertising in other industries is to create landing pages that are separate from the domain to track performance. They then optimize the page for sales copy and layout based on A/B testing (i.e. testing different versions of the same page). However, this technique may not be the best choice for law firms.
One main reason is that the landing page is more likely to convert if it matches the intent of the user. It doesn’t really matter where the user comes from in legal marketing—just what they are looking for. As a result, landing pages for law firms are usually optimized for local SEO because they can satisfy the intent of the user whether they come from a PPC ad or an organic search.
Another reason why PPC-specific landing pages aren’t always necessary is that law firms don’t usually run promotions. For example, it may be logical to create a landing page for a company offering a 20% off deal on a product to track performance metrics. However, this doesn’t make sense for most law firms, especially those that work on contingency.
The key thing to remember with PPC for attorneys is that a landing page built for the user is more likely to convert. Your ad may have stellar copy, but ultimately, its success hinges significantly on the optimization of the landing page it links to. If the landing page doesn’t deliver on the promises or expectations set by the ad, users may feel misled or frustrated, leading them to abandon the page without contacting your firm. By optimizing your landing page, you provide the user with a clear, direct conversion path and maximize the ROI of your PPC campaigns.
Being a personal injury lawyer entails more than just handling legal complexities and representing injured clients. The competition in this field is fierce, making personal injury marketing a crucial component of your law practice.
As an attorney looking for effective personal injury lawyer marketing strategies to land bigger cases—such as truck accidents, traumatic brain injuries (TBI), and wrongful deaths—and to serve your community best, you’ve come to the right place.
In today’s digital age, the faster you can get your digital marketing up to speed, the better. Unlike traditional marketing methods, digital marketing provides precise audience targeting, better client engagement, and a significant return on investment. Additionally, digital marketing offers law firms a platform to establish their expertise and credibility with potential clients, and the longer your track record here, the more trust you will earn. The decision to delay could see your law firm miss out on a wealth of opportunities, falling behind competitors who strategically use the digital landscape. So where should you start?
There are three tactics that you can begin right away to make a significant impact. First, you need to present potential clients with fresh, local, relevant content. This approach will enhance your SEO efforts and help attract potential clients nearby searching for attorney information or legal advice. Second, leveraging official communications to provide commentary on serious accidents amplifies your visibility and solidifies your position as an authority in your field. Last, sharing your expertise on the valuation of wrongful death, TBI, truck accidents, and other high-value cases positions you as a potential trusted partner to a client. Each of these strategies not only boosts your online presence but also establishes a firm foundation in personal injury law, instilling trust and confidence in your potential clients.
One effective means of injury lawyer advertising is to create localized content. By publishing blog posts to your website addressing severe accidents in your area, you can boost search engine optimization (SEO), enhance your online visibility, engage with your target audience, and showcase your areas of legal expertise.
Let’s use one of our PI clients in Dallas as an example. They started a wrongful death blog that primarily covers local accidents within the state of Texas. Some of these accidents come from news sources, while others are sourced directly by the client.
Between the beginning of June 2023 and the end of August 2023, just three months, the organic traffic on their site increased by nearly 620%. This was due to a number of factors, such as the consistency of their posting, keyword targeting, and overall news coverage. One of the unique things that top pages had in common was the presence of legal commentary. Implementing this strategy lends a professional yet personal element to the content.
When creating blog posts about local accidents, make sure to keep these tips in mind:
Remember to always adhere to marketing guidelines and confidentiality agreements when discussing real cases. The objective here is to build trust, both from search engines and potential personal injury clients!
Related: How to Design Your Law Firm’s Blog Posts for Maximum Impact
As you can see, when it comes to how to get personal injury clients, being proactive in offering commentary on local serious accidents can quickly help position you as an expert in your field. Press releases are an excellent way to share your insights, as they can reach a wider audience, help victims understand their legal options, and connect you with potential clients seeking representation.
This route can be a great option to boost traffic to your site and attract leads. By doing press releases on accidents that aren’t reported by local news outlets, firms can garner exposure and traffic as the source of the information.
If you do implement this strategy, consider the following when crafting your press releases:
Digital wire services such as EIN Presswire and PR Newswire provide a convenient way to get your press releases out to news outlets who need them, but they also make great content for your law firm’s website. As another great example, check out the press release section on the website for personal injury law firm Clifford Law Offices. Clifford Law is not a Juris Digital client, but they are issuing press releases in the best way possible to improve their digital marketing results!
Another essential component of personal injury marketing is producing relevant, educational content to help potential clients navigate high-value personal injury cases. By crafting informative articles to address topics like wrongful death, TBI, and truck accidents, you can present yourself as a leading authority on these complex legal matters, thus attracting high-value clients.
For someone suffering through a personal injury, one of the absolute most relevant pieces of information they are seeking is the potential value of a case like theirs! For this reason, it’s important not to shy away from these valuations. Share your industry knowledge with the people who are looking for it in all kinds of shareable content, from social media posts to videos to email newsletters. This content can help build your firm’s brand awareness and trust in the community.
Keep these tips in mind when creating informative content on case values:
The tactical integration of these approaches to your personal injury marketing strategy can significantly enhance your law firm’s visibility and reputation starting right now. Not only will these methods increase your success rate in securing high-value personal injury cases, but they will also help establish your firm as a serious contender in this highly competitive area of law.
A consistent focus on major incidents in your field and insightful commentary to the media, combined with high-quality, educational content for potential clients, is the trifecta that can amplify your standing in the industry. It’s a focus that should be at the heart of all your personal injury marketing strategies, beyond digital marketing alone. This approach not only displays your expertise but keeps your practice in the public eye, making you the go-to name in personal injury law when victims require representation.
But remember: a strategy is only as effective as its implementation. Consistency, quality, and relevance are the cornerstones of successful personal injury marketing. With diligent application of these tactics, you can be confident in your ability to attract larger personal injury cases.
Based on statistics, personal injury attorney marketing plays a critical role in today’s legal landscape. For instance, in 2022 the personal injury market reached $53.1 billion, with an annual growth of 1.9%. With the number of personal injury attorneys expected to remain consistent, a continuously growing market ensures opportunities for specialist lawyers.
Moreover, personal injury law includes some large cases indeed, due to the frequent (and potentially catastrophic) occurrence of traffic accidents, workplace incidents, faulty goods cases, and malpractice cases. These potentially lucrative cases are the kind that lawyers must compete for. By some estimates, there are now more than 50,000 personal injury lawyers in the market, demonstrating the industry’s saturation and the necessity for effective marketing strategies to stand out. Without a results-based marketing strategy, personal injury attorneys risk getting lost in the shuffle when it comes to landing high-value cases.
In the modern legal landscape, any marketing strategy for personal injury attorneys should begin with digital marketing. After all, that’s where most personal injury clients will be starting! Over 70% of online experiences commence with a search engine. This means any effective digital marketing strategy should include search engine optimization (SEO) to increase the visibility of a personal injury law firm’s online presence.
Given the intense competition in the personal injury market, digital marketing represents a measurable approach to set firms apart. Some personal injury markets in the United States are extremely crowded, making finding high-impact cases a considerable challenge. Hence, a well-structured digital marketing strategy can be instrumental in helping personal injury lawyers market their services and attract high-value clients faster and more effectively than direct mail, out-of-home advertising, and other marketing tactics can.
At Juris Digital we believe in the transformative power of storytelling in marketing. There is simply no better way to communicate the value of your law firm – while inspiring your potential clients to take action and contact you – than by telling compelling stories.
We offer client success story creation as a service to our clients, and we recently launched one for D’Amore Law Group which we are especially proud of.
In 2019 D’Amore Law Group achieved a record-setting $26.5M settlement for a client whose wife tragically died because of a serious truck accident involving road rage. We suggested that the client allow us to tell that story on their website. The client agreed and we immediately got to work, writing the narrative, creating the design, and building out a custom page on their website to tell the story.
The client provided us with hundreds of pages of trial transcripts. We used generative AI to analyze those transcripts, create a narrative of the case, and pull out the most compelling quotes from the testimony. By leveraging AI in this way we not only were able to ship the success story faster, we were able to tell the story more comprehensively than if we relied solely on human reviewers.
We broke the piece down into multiple sections, placing the victim front and center and framing him as the hero of the story, and Tom D’Amore – our client and the lead attorney – as the guide who led the charge toward justice.
Read: How to Create Client Success Stories That Turn Website Visitors Into Your Best Clients
The screenshots below take you through each section that we designed to tell the story:
If you agree that compelling stories are essential to effective marketing, and you think your firm could benefit from success stories like this, we hope you’ll reach out to discuss a project.
We recently launched a project we are really excited about for our client Pines Federal. It’s a microsite that lives within their main website with one purpose: To house lists of the best federal employment attorneys in cities across the US.
The main directory page enables the user to select their location and their case type to find a list of relevant lawyers to help them with their legal issues.
This strategy will enable the firm to rank for its primary, transactional keywords in any city across the US. For example, they can rank for “best EEO attorneys in Houston” or “MSPB attorneys in Los Angeles” by curating lists of the best lawyers in those markets, and publishing them within this microsite.
We are thrilled with how this came out, and so is the client. And, within just days of launching the microsite is already ranking in Google for it’s intended keywords. Here’s an example:
If you think this is the kind of initiative that could benefit your firm, reach out to us to start a project. In your inquiry just say “I want a best lawyer microsite”!
The best divorce lawyer websites are visually pleasing and easy to navigate. Your law firm’s website should also clearly explain what services you offer, as well as any other details potential clients need to know.
Looking for a little inspiration? We’ve compiled a list of our favorite divorce lawyer websites. They feature gorgeous designs, user-friendly layouts, high-quality content, and more. Keep reading to discover our top 8 website designs for divorce attorneys. Along the way, we’ll discuss pro tips for getting the most out of your website.
Now that you know what factors to consider when creating your website or hiring a web design agency, you can start perusing other lawyer websites to get some creative ideas. Here are our 8 favorite divorce lawyer websites.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The Stout Law Firm has a Houston-centric website, which is great for local SEO. Here are some highlights:
Key Takeaway: Focusing on local SEO is a smart tactic for divorce lawyer websites. Google prioritizes local results for individuals searching for divorce attorneys, so it could help your site rank above the competition.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The Lincoln Law Firm website’s one-of-a-kind imagery makes it memorable. Here’s what else stands out:
Key Takeaway: A great divorce lawyer website will emphasize helping clients over serving as a law firm brag sheet. Meeting clients’ needs in a unique way makes your website memorable.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The Kraayeveld Family Law Attorneys website nails SEO. It uses meta titles, meta descriptions, and on-page language that help its site achieve the second position on Google for the highly searched phrase “Grand Rapids divorce lawyers.” More standout features include:
Key Takeaway: An SEO-optimized website is crucial for getting new clients. Use targeted keywords for your practice areas and your physical location. This will help you rank on page 1 of organic search. Remember: if your website is on page 2 of search, it may as well not exist.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The autumnal colors, peaceful forest imagery, and stylized “J” on the home page evoke a serene experience. This mood contrasts with what most people imagine when it comes to divorce—a possible contentious legal fight. Here are other eye-catching features:
Key Takeaway: This site is the most client-centric of the top 7 divorce lawyer websites listed here. Designing a website that is user-focused can help boost its SEO performance. Google prioritizes websites that provide helpful and unique information, and this site achieves that goal.
Company Website | Testimonials | Facebook | Contact Info
Strengths: Is divorce law one of your firm’s many practice areas? A diverse set of legal offerings can complicate your website’s design. Riddle & Hanna, PLC manages to communicate its many strengths in a single bold image. When it comes to connecting to potential clients, a few items stand out:
Key Takeaway: Even if your firm covers a wide range of practice areas, be sure to optimize your pages for local SEO. Your divorce attorney web page can still rank high on Google search with the right combination of targeted keywords and helpful information.
Related: How Much Should a Law Firm Website Cost?
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: The homepage image is as striking as it is clever. Potential clients are sure to remember the charging rhino and the creative corresponding headline. But that’s not the only thing that makes this website great. Here are a few other points:
Key Takeaway: FAQs are useful for website SEO in several ways. First, they provide helpful information, which Google prioritizes above other content. Second, an FAQ section with the proper schema data encoded on it makes it easier for Google to highlight the page as featured content on the first search results page.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: This family law firm takes every step to ensure that women in the Chicago area who need a divorce attorney will find its website. The website URL, page headings, and metadata are all targeted to show up on page 1 when women search for a Chicagoland divorce attorney for women. Other items that set this divorce attorney website apart:
Key Takeaway: Garnering positive reviews is vital for divorce law firms. This is especially true given that 93% of consumers say online reviews influence their buying decisions. Make it easy for clients to leave reviews through an online form. And be sure to ask clients to review your firm on Google to boost your local search rank. Be careful to follow Google’s best practices for soliciting reviews.
Company Website | Testimonials | LinkedIn | Contact Info
Strengths: A simple design with calming colors, plenty of white space, and straightforward icons makes navigating this divorce law firm website a breeze. Other features that make this website unique:
Key Takeaway: Build a robust email list of potential clients by providing downloadable white papers and guides on your website. By gating this content (requiring a user to give their email address and name before accessing the downloads), you can create a stream of warm leads that will remember your firm if they find themselves or their loved ones needing a divorce lawyer.
Company Website | Client Stories | LinkedIn | Contact Info
Strengths: When it comes to providing user-friendly content and answering readers’ questions, few websites do it better than North Carolina divorce lawyer practice, Rosen Law Firm. At the top of the website’s home page, you’ll find clickable links with information on how to navigate every facet of getting a divorce in North Carolina. Scroll down to discover tools such as a child support calculator. Just a few of the highlights of Rosen Law Firm’s website include:
Key Takeaway: Rosen Law Firm publishes reader-centric content that addresses website visitors’ needs, wants, and pain points while fully answering their questions. By doing so, this firm ensures readers will remember them when the time comes to hire a divorce lawyer.
When it comes to building a great website for your divorce law firm, you’ll need to do four things.
Every other divorce law firm website looks the same: photos of the legal team, dark or neutral colors, and serif fonts galore. All these designs are forgettable.
If you want potential clients to remember your law firm when they’re in need of a divorce, you need to make your look and feel memorable. Bold standalone images in the header, strong page titles, skimmable content, and easy-to-find contact forms combine to create a great user experience.
If you want your website to outrank other divorce attorney sites on organic search, you must provide valuable content. Google’s algorithm rewards websites that give helpful and unique content. That means taking time to evaluate your clients’ most pressing needs and developing website content that answers those needs in SEO-optimized written and visual form.
Potential clients look to reviews to weigh the quality of a divorce attorney. As stated above, 93% of people say that online reviews impact their decision to make a purchase or, in this case, hire a divorce lawyer. Post client reviews prominently on each page of your website. And don’t be afraid to ask for Google reviews from current and former clients. These reviews can boost your Google search rank and your appearance on Google Maps.
Let’s face it—law firms are budget-conscious when it comes to marketing. You want the highest quality website design, but finding a great web development firm can be tricky. You may be tempted to DIY much of the design process or hire a budget design firm.
Don’t skimp when it comes to your law firm’s website. When someone needs to hire a divorce lawyer, you want your website to be the first (and only) site they click on. It must be so well-designed that potential clients contact you within minutes of landing on your site.
To make a memorable website that stands out from the competition, provides helpful content, and is powered to boost your organic search rank, turn to a website development firm with deep experience.
For more than a decade, Juris Digital has created distinguished websites for leading law firms across the United States. Law firm website design and digital marketing are our firm’s sole focus areas. Juris also produces SEO-optimized content from writers with strong legal experience. Check out the full range of website design and digital marketing services Juris Digital provides, and schedule a free consultation today.
