The personal injury attorney space is one of the most a competitive when it comes to marketing. Most of the personal injury attorneys or law firms fight for each and every client which they can garner. Amidst all of this, one of the domains where the competition is comparatively lower is digital marketing. While firms and attorneys are starting to pay attention to the digital world when it comes to garnering clients but when it comes to personal injury lawyer marketing, there are still quite a few realms online which are relatively underexplored.
We will today share with you a few tips and tricks which you can certainly use when it comes to marketing your practice online.
- Do not focus on ROI
The cost per click of gaining visitors online in this niche is pretty high. Rather than focusing on the ROI, you have to look at the amount of money which you need to spend in order to get a civil case. When you measure the cost of these, it will be easier for you to understand whether your online marketing campaign is profitable or not.
Most of the personal injury attorneys are aware of the billings which they can charge in a single case. That is why, when you know the cost per case, you will be able to determine whether online marketing is currently being profitable for you or not. If you do not have any idea about the amount of money which you can make on a personal injury suit, you can follow the steps in order to know more.
- Calculate the average settlement of the personal injury suits which you/your firm has handled in the past 2 years.
- Average the case settlement fees which you have taken in all of those cases. The number will more likely be between 10% and 30%.
- This is the amount which you make on each and every personal injury case. You have to compare it with the cost per case in order to understand whether you can make money or not.
Thus, when you market online, rather than focusing on the cost per click, it is a good idea to focus on cost per case and thereafter decide whether a digital marketing campaign is currently profitable for you or not.
- Track each and everything
When you market online in any niche, it is important for you to track each and every click. When you track each and every click or the source of the visitor, it will be easier for you to fine-tune your campaign. As a result, it will be very easy for you to make it more profitable.
You have to keep in mind that you have to opt for conversion tracking rather than visitor tracking. This will help you easily track the sources from where you get maximum clients. As a result, you will be able to focus on those sources and reduce your campaign spends and thereby reduce your cost per case. In case, the call to action on your website is calling your firm, these days there are call tracking services available like:
- Google call tracking
- Wordstream call tracking
- Call tracking metrics
If you ask your customers to get in touch with your chat support or submit their contact details in the contact form, you can use software like Prosper202 to track the conversions. Irrespective of the call to action, you should track each and every small detail about the visitors and the leads which you get through digital marketing.
- Never skip bidding on your brand name in Google
Most of the law firms and attorneys do not concentrate on their brand name. You need to understand that these are easy pickings for your competitors. If your competitor starts bidding on your brand name or on your personal name in Google, they will be able to steal your traffic quite easily. This is the reason why you should always opt for proper brand protection by advertising your practice when someone directly searches your brand name.
- Make your website mobile compatible
Over 50% of the people who search for lawyers or attorneys are surfing the web and in general use smartphones and tablets these days. That is why you have to always make your website mobile compatible. If you do not have a mobile compatible website, you will lose out on a big chunk of revenue. At the same point in time, the conversion rate for the mobile audience is higher as compared to the desktop audience. This is the reason why you have to always make your website mobile compatible. Some of the steps which you need to undertake in this regard include:
- You should make your website mobile compatible.
- You should take the Google mobile-friendly test in order to detect any errors and to find out whether your website is completely compatible with mobile or not.
- You should speed up your website to ensure that it loads pretty fast for the mobile audience.
When you are able to undertake these 3 steps, it will be easier for you to make your website completely ready for the mobile audience.
- Make use of the ad extensions
With the help of ad extensions, you will be able to easily mention the address of your practice below the advertisement. You can even mention the subpages of your practice in the last line of the advertisement. This will allow you to grab their attention of the audience which will provide you with a distinct edge over the competition. Some of the additional information which you can advertise with the help of ad extensions includes:
- Site links
- Phone numbers with the help of call extensions
- Address with the help of location extensions
You have to use these features in order to increase the visibility of your advertisement significantly.
- Opt for call only campaigns
As we stated above, the mobile audience is easier to convert. For the mobile audience, you can easily opt for the call only campaigns. This ensures that you only pay when the users opt for a call to action. As a result, you will be able to get direct leads. The conversion percentage can increase significantly. At the same point in time, call only campaigns are pretty expensive in the personal injury attorney niche. That is why you have to track your cost per case closely in order to find out whether it is profitable or not.
- Get more Google reviews
In order to get traffic from the local search results, it is important to get more reviews. The more reviews you have, the easier it will be for you to increase your CTR from the search results. That is why; you have to always encourage your clients to write reviews for you. This might be a simple step but it has a significant impact on the CTR from the search results.
So, if you want to market your personal injury attorney practice/firm online, it is important to follow these 7 marketing tips. With the help of these tips and tricks, you will be able to not the only market in the right way but ensure that you have a profitable campaign online in order to increase not just your clients but also your bottom line.