There are many different lawyers in the United States. According to recent statistics, there are more than 1.3 million active lawyers in the country. If you want to stand out from the crowd as a personal injury lawyer, you need to have a great marketing strategy in place.
As a personal injury lawyer, you need to market yourself to an extreme degree. Potential clients need to know who you are and the services that you offer. Without this marketing in place, there’s no reason for people to come to you rather than a competitor.
In this guide, we’re going to take a look at reasons that your lawyer marketing may not be working, identifying critical mistakes in your marketing strategy, and showing you what you need to do to fix them.
Are you ready to start improving your marketing and getting more clients? Then read on, and let’s get started!
1. You Aren’t Getting Enough Calls or Emails From Personal Injury Local SEO
If a client can’t get in contact with you, they aren’t going to be able to do a consult and move to book a case. If you aren’t getting many calls or emails, the chances are that something has gone wrong with your marketing strategy. Your local SEO or map pack work might be off.
One cause might be that people simply can’t find your contact details. Many of these issues will come down to poor local SEO, allowing people in your area to find your business on the snack pack or so-called map pack.
You need to make sure that your law firm has a Google My Business listing. These are the small boxes that show up in the search results with info, including opening times, services, and pictures of your business.
Without one of these, your listings in local search results and on Google Maps will be far less rich in information. You should make sure that your Google My Business listing contains your phone number. On your website, you should have your address, phone number, and email address.
Adding these to your site and Google listing will make it easier for clients to find you.
2. Your Personal Injury Law Firm Site Traffic Figures Are Low
While it often takes time for a marketing campaign to bear fruit, if you’ve been waiting for six months and there hasn’t been a noticeable increase in traffic, something has gone wrong with your marketing.
This could come down to poor SEO optimization on the part of your current marketing agency, a lack of good PPC keywords, or bad local SEO. If you’re experiencing low web traffic figures despite your best efforts, it’s time to switch to a different legal marketing agency.
If you’re experiencing a low number of cases as well as web traffic, you may want to invest in Google or Bing ads for your business. These ads will put you on the first page of search results, but you’ll need to pay a fee every time someone clicks on your ad. This can add up fast, so you’ll need to set a sensible and sustainable budget for your PPC campaign.
3. Your PI Practice Pages & Blog Content Is Poor or Too Short
As a personal injury lawyer, your prospective clients expect you to be very well-versed in personal injury law. One great way to demonstrate this is through effective legal content marketing.
However, if your content is poorly written or if it’s too short (500 words or fewer), you’re not adequately showcasing your expertise or your value as a lawyer. In fact, if the content is very poor, it may be actively damaging your reputation. Data from many studies show that pages that rank need to have 1,000-1,500 words of content for blogs and practice pages (For all our clients, we use 1,500 words as this content has shown to quickly rank, as Google thinks of this word length to be comprehensive. We have ranked more than 50,000 + Keywords on Google over the past 5 years. This has been tried and tested)
You need to make sure that you’re using the very best content writers and creating well-researched, authoritative content. It’s how you’re going to demonstrate that you know what you’re talking about, so don’t lowball your content marketing budget!
4. A Lack of Tracking
Some SEO agencies don’t bother setting up tracking or analytics, which is a terrible idea. You need to be able to see the changes to your website and its traffic so that you aren’t left blindly looking for a solution.
When you partner with an SEO agency, they should set up analytics and traffic tracking on your website. This will allow you to see whether your SEO is working, or if it isn’t, it will help you find out the issue you’re facing.
Make sure that you track and analyze every change to your website.
5. Little Traffic From Other Websites
If your website isn’t getting much traffic from other websites, there’s a good chance there’s an issue with your linkbuilding strategy. It would be best if you made sure that other websites are linking to you so that you can get a larger audience and more clients.
Linkbuilding is also vital for SEO. Links are signal votes from other sites for your support and authority. The more websites that link to yours, the more authoritative your website becomes. This is something that both Google and Bing keep track of, and a critical factor in their ranking algorithm.
If you’re struggling to attract links, have your SEO agency reach out to other websites and increase your number of backlinks.
6. You’re Not Seeing a Return on Investment
Your business needs to see a return on investment when it comes to marketing (Ads start driven called immediately, and SEO can do large volumes over the year). If your marketing campaigns are costing you money rather than bringing you more clients, it’s a clear sign that something has gone cohesively wrong with your current PI legal marketing. Our PI marketing clients see a case acquisition cost between the range of $1,400-1,800 (Some parts of the year, with seasonal variations, can go as high as $2,200, due to the market demand in ads); this still leaves a lot of upside for a good ROI for personal injury cases. The CAC
If your marketing campaigns aren’t making you money, it’s time for you to look for another marketing agency right away.
Personal Injury Lawyer Marketing Can Be Tricky
If you’re having issues with your personal injury lawyer marketing, don’t despair. While it can be very tricky, a great legal SEO company will be able to help you improve your marketing strategy.
If you need personal injury law marketing help, we’ll be happy to aid you. Please take a look around our site to learn more about our services, and don’t hesitate to contact us.