How SEO and content marketing propelled Vantage Group to 200+ leads per month
With the Hispanic population in the US rapidly growing, law firms are missing out on a significant potential client base if they aren’t targeting Spanish-speaking customers.
Let’s explore how to effectively reach this market through strategic SEO and digital marketing.
As digital marketers, we can easily get caught up in the allure of rankings – myself included.
While we strive to shift the conversation toward tangible results like new cases, it’s essential to recognize the critical distinction between Search Engine Optimization (SEO) and genuine marketing.
Let’s be honest. Clicks without cases won’t fuel your firm’s growth. That’s why I want to spotlight a common pitfall in Spanish legal marketing: an overemphasis on simply being seen, rather than building the ‘know, like, and trust’ factor that turns prospects into clients.
So, what truly sets successful firms apart?
Marketing, in the legal context, is the strategic process of attracting ideal clients, demonstrating your expertise, and nurturing leads to convert them into paying clients.
It goes beyond visibility, focusing on building relationships and showcasing the true value your firm offers.
And in this scenario, getting seen is only a fraction (not even half) of the battle.
And now that we have cleared the air here it’s important to ensure that like with any marketing, you have a smart goal defined to track your success.
So if you’re serious about signing more than a handful of cases a year, you may need to go beyond just basic website translations.
Here are some of the common misconceptions we see with firms trying to win over Spanish speaking markets.
Misconception 1: Simple translation is enough.
Misconception 2: It’s a niche market.
Misconception 3: Spanish-speaking clients only need certain practice areas.
Misconception 4: One-size-fits-all marketing will work
Misconception 5: Traditional media is the best way to reach these clients
In today’s diverse landscape, reaching Spanish-speaking clients isn’t a bonus – it’s a growth imperative. Tap into this dynamic market and watch your caseload expand. Here are five proven strategies to enhance your reach:
The Hispanic market presents a vast opportunity for law firms ready to go beyond SEO and invest in a multi-faceted marketing strategy. By embracing cultural sensitivity, providing Spanish-language resources, and building meaningful connections, your firm can establish itself as a trusted ally for this growing demographic. Ignoring this market means leaving clients and revenue on the table.
argeting the Spanish-speaking market effectively requires a comprehensive approach that goes beyond basic translation. That’s where we come in. We’ll work with you to optimize your website with the right plugins and ensure your SEO strategy aligns perfectly. It’s what we have done for clients like GJEL.
For firms who want a deep dive into cultural nuances, specialized content creation, and community-building, we have a network of trusted marketing partners who specialize in the Hispanic market.
Ready to elevate your legal marketing? Contact us today to explore how we can empower your firm’s reach and connect with a dynamic new client base.
When it comes to your PPC campaign, optimizing the funnel for mobile users should be a major consideration.
However, optimizing PPC campaigns for mobile requires a nuanced approach. From crafting compelling ad copy to designing mobile-friendly landing pages, there are several factors to consider to ensure maximum impact and return on investment. Whether you’re a solo practitioner or part of a large firm, optimizing your PPC for mobile users will empower you to reach and engage with your target audience effectively on their devices.
Mobile PPC advertising presents both challenges and opportunities for lawyers looking to expand their digital reach. However, the importance of mobile PPC optimization couldn’t be clearer from the data. Here’s just one example from one of our personal injury clients. Around 64% of their site visits over the past 28 days are from users with a phone or other mobile device. It also accounted for nearly a third of their conversions.
So what do you do with this mobile audience? How do you ensure that your PPC campaign and its accompanying landing page are just as effective for them as it is for desktop users?
Well, there are a couple of issues you need to resolve. First, the general availability of screen space is smaller on mobile devices. This means that you have less space to convince the user to contact your firm. Second, not all mobile devices have the same connection or processing capability, which means you have to use an optimized design that loads quickly.
Despite the challenges, there are a few things you can do right now to help optimize your campaign and its landing page for mobile users. This includes making overall design improvements to your landing page, employing strong headlines, relying on location-based targeting, using voice search keywords, and more. Let’s dive into some of the specifics.
Many people waste a lot of time trying to come up with the perfect headline for their PPC ad. Don’t try to reinvent the wheel. Instead, make a headline that uses actionable phrases and highlights the benefits of choosing your firm. For example, you can highlight the amount of money you’ve recovered for car accident victims or any industry awards. Alternatively, you can encourage the user to contact your firm. Here’s one firm’s PPC ad that highlights their contingency fee structure as a value proposition. They even use the location extension to add more relevant links under their ad copy.
Let’s talk about landing pages for mobile. Generally, many firms think they can get away with just linking their mobile ad to their website without any other considerations. However, if their page isn’t already designed to be mobile-friendly, it’s unlikely to get any conversions. In fact, Google found that when page load time on mobile goes from one second to 10 seconds, a user is 123% more likely to bounce.
Related: Why Landing Page Optimization Is an Essential Part of PPC for Attorneys
Thankfully, there are a few different ways to avoid this problem and ensure your landing page is loading as fast as possible:
Thankfully, most modern website builders, whether you’re using WordPress or another builder, allow you to build your site to be responsive. In other words, it adapts the layout to the size of the viewport it’s being viewed on, so you don’t have to build a separate page for mobile. So to make sure your content doesn’t break on smaller screens, create your content in your website builder’s block editor.
When setting up PPC for lawyers, remember that location is key. If you have a practice in California, target the areas that you serve. For example, if you have offices in Los Angeles, San Diego, and Bakersfield, make sure your headline and its associated landing page match those locations. You should also make sure to use location-based keywords and target the same audience within the campaign itself on Google Ads. Here’s an example of an ad that appears for the search “car accident attorneys in houston” and meets this criteria.
The rise of voice search presents an opportunity for lawyers to optimize their PPC campaigns for conversational searches. According to Google, 27% of the world’s online users are using voice search on their platform. This means you should provide relevant information and solutions to users’ searches in a more natural and conversational manner. A good way to do this is to use different keywords for your PPC campaigns. Typically, it’s best to use and bid on long-tail keywords that begin with the following:
Generally, when someone uses voice search, they ask a question. That question is then interpreted by the search engine as a keyword. So to optimize for voice search in a PPC campaign, use long-tail keywords that involve a question. Here are some legal examples:
These question-based keywords are essential to capturing some potential leads from voice search. Try to incorporate them into your content on your landing page in a natural way.
Call tracking allows you to figure out which campaigns, keywords, and ads are driving the most phone leads. This makes it easier to allocate your budget more effectively and measure the performance of your ads without noisy data. Additionally, it helps provide valuable information about the behavior of your leads, such as their call duration, call times, and general location. However, the greatest benefit of call tracking is that it allows you to optimize your PPC ads further. With call tracking data, it’s easy to figure out which ads and keywords are driving the most phone calls and conversions. This allows you to allocate your budget to high-performing ads and keywords, while pausing or adjusting underperforming ones.
In Google Ads, you can set a custom budget and even create a maximum CPC or CPA bid. However, when optimizing PPC, it’s best to start small. Ideally, you want to figure out which of your ads is performing best before you commit a large amount of your budget. Otherwise, you’re just throwing money away at an ad that might not stick.
Ever wonder why sometimes you get an irrelevant lead through your PPC campaign? It might be because the campaign is appearing on tangentially related searches. In other words, the user’s search might be similar to your targeted keywords but not have the exact same intent. By implementing negative keywords, you can prevent your ad from being wasted on clicks that won’t lead to conversions. For example, if you’re a law firm that doesn’t handle personal injury cases, then you can add “personal injury” to your negative keyword list. All searches including this word won’t trigger your ads. This is usually a good idea in the legal space since CPC is high for broad keywords.
In the legal marketing space, optimizing mobile PPC for lawyers isn’t just advantageous—it’s essential for maximizing your return on investment. A seamless transition from your ad to your landing page, as well as thoughtful ad targeting, is paramount to your success. If your landing page fails to deliver on the promises made in your ad, or if your ad doesn’t target the right leads, you will end up with lost conversion opportunities and wasted ad spend. By optimizing your PPC campaign with mobile users in mind, you not only enhance the user experience but also increase the likelihood of conversion.
Remember, in the realm of PPC for lawyers, every click counts. By focusing on mobile optimization and providing a seamless user experience, you pave the way for improved ROI and greater success with your ads.
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.
