Four marketing essentials for personal injury law firms
In a competitive industry such as personal injury law, it is essential you have a robust marketing plan to cut through the noise and attract clients.
But where should you focus your time and money in order to stay ahead of your competition? In this article we explore four marketing essentials you need to get right for successful personal injury law marketing.
1) Define your unique selling proposition
Every business has its own distinct unique selling proposition (USP) – or at least it should do. Even in a crowded marketplace (or rather, especially in a crowded marketplace), you should have a clear idea of what makes your firm stand out, and why a client would pick you over a competitor.
Your USP needs to highlight the specific strengths, experience, and qualities that ensure that your firm is the best choice for your clients. This could be a high success rate, expertise in a specialized area, or the experience of your team.
Whatever you decide is your USP, it needs to be clearly communicated in all your marketing and social media so that potential clients are aware, and can use the knowledge when weighing up which firm to trust with their case.
2) Get your website right
One place your USP really needs to shine is on your website. No business today, especially a personal injury law firm hoping to win clients, can afford not to have a professional website. That website needs to be on brand, user-friendly, easy to navigate, and mobile-responsive.
On it you need content that explains what personal injury law is, your services, your team, testimonials, and why a client should hire you. You also need a contact us page, as well as easily-seen calls to action (CTAs) throughout your site.
If you are hoping to rank on Google search, you also need a blog page with well-written articles about personal injury law.
3) Focus on SEO
Speaking of Google search, it’s worth focusing on your search engine optimization (SEO) to ensure that your website appears at the top of Google’s search engine results pages (SERPs) for the right keywords.
Creating valuable blog content, as mentioned, will help with this, as will researching the right keywords, on-page optimization, building your backlinks and local SEO. The latter is particularly important as local SEO – even if you take on regional or even national clients too – is a quick win for SEO.
4) Invest in social media
Another way to reach new clients and grow your brand is investing time (or money if you outsource it) in social media.
Think about the platform that is best suited to your business – it may be Facebook, LinkedIn or Twitter – and set up a branded account. Then share helpful content, legal updates and news and success stories. Think about what kind of content is interesting and useful to the people you want to engage with, and relevant to what you do.
Over time the goal is to establish yourself as an authority in personal injury law. This is achieved by consistent posting and sharing of quality content, responding promptly to inquiries and comments, and participating in relevant discussions.
Take the time to build your marketing
Marketing isn’t something you do once and forget about, especially in the legal sector. It’s an ongoing project that requires thought, investment and consistency to build awareness, trust and loyalty. When you take the time to get it right you’ll gradually see your business grow.