Personal Injury Law Firm Marketing

Stand Out From The Crowd

Marketing is a subject that I discuss frequently because it is so vital to the success of your law practice.

You may be highly skilled at your profession, but if no one is aware of your amazing services, your lawyer skills won’t do you much good will they?

This is especially true of smaller firms trying to thrive in a highly competitive arena.

In this article I’m going to look at four marketing tactics for the personal injury law firm, to ensure that their voice is able to be heard, and their doors stay open.

Use Your Website To Customize Your Services

It goes without saying that you must have a website.  I really don’t need to tell you that.

However, the point to be made is that you need to position your website to allow you to stand out from your competition.

Rather than take the standard approach and cover the same practice areas as every other personal injury law firm, you should look to niche your skills and target the needs of a specific clientele.

In other words, develop a unique selling point.

Not only will you attract that specific clientele that requires your specialized assistance, but you will stand out as an authority on that subject.

This will build the trust factor, which is usually the deciding variable when someone is considering hiring your services.

If you are not yet comfortable to completely limit your offerings to a specific niche, you can still take advantage of this tactic by creating a niche micro-site that you link off of your main site.

Additionally, you can instead choose to target a specific group with your general services.

Public Relations Opportunities

This refers to press releases, articles, public speaking engagements, and presentations that you can craft and deliver to position yourself as an authority in your area.

The savvy lawyer will look for free avenues of exposure, and then repurpose the content on his or her own website.

Again, it’s about making yourself known to the public, so when they have a need they will think of you.


This is where you look for areas and organizations which specifically relate to your area of practice and expertise.

For example, if you specialize in head injuries, look to connect with hospitals, clinics, and non-profit groups that serve those who suffer from this particular issue.

Taking it one step further, you can look to organize an event or campaign yourself, in order to get the message out on your particular area of focus.

If your focus is on motorcycle injuries, for example, you can organize a campaign on road safety concerns.

This will bring your firm exposure through its connection to the campaign.

The Geographic Approach

With this approach, you are looking to target a smaller number of people several times rather than target a wider audience a limited amount of times.

This is because it often takes multiple exposures for a person to develop that all important “know, like and trust factor” with you.

Keep your efforts local so that when people do in fact sustain an injury, and thus a need for your services, they will think of you first.

Be the big fish in the small pond.

Closing Words

As you may have noticed, a key to marketing success is determining what your unique selling point is, and then targeting your specific audience with your niche skills.

This is how you establish yourself as an authority in your field and stand out from your competition.

If you would like additional tips and strategies to improve your marketing efforts, I invite you to have a read of some previous articles, which you can find by clicking here

To your success!

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