Marketing Your Personal Injury Law Firm and Building Your Brand

At Big Bang, we LOVE working with lawyers. For over 12 years we’ve been providing lead generation and marketing services to law firms coast to coast. When it comes to selecting an advertising agency for your legal practice, you have lots of options. Some marketing agencies focus on digital ads and local SEO, other companies utilize traditional media outlets such as television and radio. However, which works better? How can you grow your practice? Today, we’re going to talk about marketing your personal injury law firm and building your brand.

Before we dive deeper, let’s talk a quick minute to address some important aspects of marketing. First, what works for one law firm may or may not work for another. Second, you need to fully understand what it is that you’re paying for. Too often attorneys fall victim to SEO and marketing reps. Make sure you know what your money is going, and what the firm is contractually obligated to provide. Don’t blindly trust anyone. Third, and most of all, you need to make sure your marketing agency UNDERSTANDS your needs, wants, and case focus.

With that said, let’s discuss marketing your personal injury law firm and building your brand. If you have questions after reading this article feel free to email to reach a member of our legal marketing team. You can also click here to fill out an attorney marketing questionnaire form.

Marketing Your Personal Injury Law Firm and Building Your Brand

Getting Your Injury Firm to Stand Out in a Competitive Market 

Let’s call a spade a spade. Attorneys have egos. Don’t take offense to that. We have egos too. That’s why we believe we’ve been so successful marketing for law firms. We simply understand the needs and wants of attorneys. It’s good to be number one. We work hard daily to push our clients quality leads and to help build their reputations. Marketing for lawyers isn’t easy, and it takes a special type of agency to deliver true results.

However, marketing for personal injury lawyers is the toughest task when it comes to legal lead generation. The law of supply and demand may not be better exemplified than with injury cases. There are a few quality cases each month and dozens of law firms fighting to land them. Getting your injury firm to stand out in a competitive market may seem impossible.

It’s not. You just haven’t found the right law firm marketing company. Here are our top 5 tips for generating personal injury leads.

Top 5 Tips for Generating Personal Injury Leads 

There are more than five ways you can obtain leads for your law firm. However, we asked the heads of our marketing departments to select their top 5 tips for generating personal injury leads. We also asked them to provide details as to why they believe each tip was successful, and in addition, to provide us examples of one of our client’s success stories. Finally, we asked our marketing gurus to also explain how each tip could help improve marketing your law firm and building your brand.

Getting your injury firm to stand out in a competitive market such as Los Angeles, Dallas, or Atlanta isn’t easy. You need to remember that paid search marketing campaigns can crawl upwards of $20,000.00 to $50,000.00 a month. That’s on top of running up against the BIG law firms who are spending millions of television, radio, and billboard ads. If you’re going to step onto the field with the pro’s, you better have your “A-game” ready.

Let’s look at our top 5 tips for generating personal injury leads in a competitive market.

Number 1 – Pick a Personal Injury Niche 

So, we decided to kind of cheat. See, we could not decide which one of our top 5 tips was number one. We ended up with two favorite tips, so we listed one favorite at number 1 and a second favorite at the end of the list. Kind of like starting, and finishing, our list on a BIG bang. Yes, that’s a self-branding pun. So sue us.

Okay, so, why are so adamant about picking a personal injury niche? Simple, we believe that Google, and most importantly your clients, don’t like “Swiss Army Knives“. Simply put, we believe you need to focus on what you do best. Or, in other words, focus on the types of injury cases you ACTUALLY want. Still confused, let’s discuss further.

Time and time again we talk to injury attorneys, and during the initial call, they claim to want ALL types of accident cases. However, after we interview them and spend time understanding their practice’s needs and wants, we both (the lawyer and our staff) come to the conclusion that they really only want a few select types of injury inquiries.

Some injury lawyers only want vehicle accidents. Great, so STOP advertising your an “injury lawyer” and start BRANDING yourself as the “go-to car crash lawyer”. See the difference? If you don’t want med-mal cases, don’t waste advertising dollars on it. If you want to be the top nursing home abuse lawyer, focus your financial cash flow towards that. Pick a niche and run with it. You will thank us.

Example of a Niche Injury Law Firm

One of our biggest injury law firms is located in Texas. Everything is bigger in Texas, including personal injury marketing budgets. So, when one of our tenured clients turned to us and tasked us with growing their brand statewide, we had to step up and prove ourselves. Here’s the hurdle we faced… our client was expanding offices across the entire state. They didn’t have a problem with spending money, but they were relying upon us to advise as to which injury avenue was best suited.

Marketing Your Personal Injury Law Firm and Building Your Brand

Our solution was to pick the top 2 types of injury cases they have had the most success with. For over 18 years our client has obtained over $100,000,000.00 for car accident victims. In addition, our client is well known throughout the Latin community. So our entire campaign model was built to attract Latin auto accident victims. Our branding campaign was beyond successful and the firm consistently brings in over 120 viable cases per month.

Number 2 – Don’t Go CHEAP With Your Spend

This one should be self-explanatory. Unfortnelty, it’s not. Don’t go cheap with your spend. If you want to get a “good deal”, go buy a Honda Civic. There’s nothing wrong with a Civic. They are great cars, reliable, and within my price range. So I’d rock a Civic any day of the week. However, when it’s time to pony up and buy my wife a birthday gift, and she wants a new handbag, I know I am going to drop some serious coin. That’s married life.

The same goes for your marketing. If all of your competitors are stepping into Ferrari’s, Lambo’s, and McLaren’s… don’t think you can jump in a Ford Mustang and beat them to the finish line. I don’t care what some marketing rep tells you. That’s like putting lipstick on a pig, it’s still a pig. And pigs get slaughtered. Don’t let your marketing campaign get slaughtered because you walked into a gunfight with a water pistol.

Marketing Your Personal Injury Law Firm and Building Your Brand

Example of How Spending an Adequate Amount of Money Increases Quality Leads

It’s easy to tell an attorney they need to spend money. However, it’s NOT easy to level with a lawyer and to be blunt about HOW much money they need to spend. Look, the CPC (cost per click) for quality keywords can range from $30.00 to $300.00 a click. That’s a click, not a call or a conversion. You need to spend money and you need to work with an agency that understands how to capitalize on your spend.

We recently ran an upgraded campaign for an injury law firm in Indiana. They were used to spending a certain amount per month, but they really wanted to kick things up a notch. We took the time to do market research, presented the law firm with our findings, and went to work. Long story short, they obtained a plethora of cases. A few of them were high dollar, very profitable cases. They brought in enough to make a 350% return.

Marketing Your Personal Injury Law Firm and Building Your BrandMarketing Your Personal Injury Law Firm and Building Your Brand

Look, you’re not going to win the lottery with your paid search campaigns. However, if you could give someone a hundred bucks, and they turned around and gave you back four hundred and fifty, wouldn’t you be thrilled. Don’t go cheap on your ad spend.

Number 3 – Stay the Course

Have you ever tried to lose weight or tried to put on muscle? Did you play sports growing up? Most things in life take time. Look, you’re an attorney. That took years of schooling and probably a few self pep talks in the mirror when you were sick of the grind and wanted to throw in the towel and quit. But, you stuck with it. You pressed on. Now you’re reaping the benefits of being a professional lawyer. So, what’s the point? Simple, STAY the course.

Everything associated with marketing your personal injury law firm and building your brand takes time. It doesn’t happen overnight. Think about it this way, if you were trying to get a nice set of abs, would starring at your stomach all day every day help? No, it would drive you nuts. It would make you feel like you were wasting your time. Your marketing and branding campaigns get better and better the longer you let them mature.

Examples of a Campaign Improving Over Time 

Paid search campaigns, organic SEO, and television commercials all do better over time. It takes weeks to months to crack a territory. The longer you run your campaigns the more you POUND home your message, “YOU are the go-to personal injury lawyer in your area”. Marketing your personal injury law firm and building your brand requires you to see the bigger picture.

Marketing Your Personal Injury Law Firm and Building Your Brand

Keep the faith, stay the course, and allow your campaign to flourish. The image above shows a law firm spending over $1,300,000.00 in AdWords annually. While that may seem like a lot, remember, it’s not how much you spend BUT how much you MAKE. Guess what? They weren’t profitable from day one. It took time, about 75 days before there was enough data to tweak the campaign.

All of your marketing avenues need time to produce fruitful results. We can help, and if you’re serious about launching an aggressive and effective personal injury marketing campaign, call us at (818) 877-7701. We provide free, no pressure brainstorming sessions.

Number 4 – Invest in Your Appearance and Reputation 

Like it or not, people judge a book by its cover. It doesn’t make it right, but if you want to land quality personal injury cases, you need to remember this. Your website, your mobile version, even how you dress in photos and how you look and sound in videos can make or break your ability to get new cases. Injury victims are looking for financial justice, that’s a nice way of saying “they want to collect a FAT paycheck”. So you better look like a million bucks, or at least give the appearance that you know how to WIN a million bucks.

Marketing Your Personal Injury Law Firm and Building Your Brand Marketing Your Personal Injury Law Firm and Building Your Brand

Reputation Building For Attorneys 

When someone lands on your website or sees your face on a television commercial, they’re going to want to know more about you. You know better than anyone that an injury client is looking to rake it in financially. So, they’re not just going to hand over a 7 figure case to any “average” attorney. So, how can you boost your reputation, get clients to recognize your case victories, all while staying classy? It’s difficult, but it can be done. It MUST be done.

Part of what we do well at Big Bang Marketing is showcasing the accomplishments and accolades of injury attorneys. From displaying your law firm badges above the fold of your website to producing quality videos and display ads, we know how to steer injury victims toward your bio and case results page. Why do we do this? Simple, it’s a proven method of increasing conversions.

Examples of How Investing in Quality Video Brought in More Leads

Chicago is a tough market to crack. We recently ran a serious of video ads, and they scored big. Because our client was smart enough and dedicated enough to providing us with amazing staff photos and office images, we were able to create some informative ads. Videos, and looking “good” in your videos, allows potential clients the opportunity to “get to know you”. It helps you build a more intimate relationship with an injury victim before you even speak with them.

Marketing Your Personal Injury Law Firm and Building Your Brand


Okay, so when we first started listing our top 5 tips for generating personal injury leads we mentioned that we had a tie for first. Our number five tip might be the MOST important of them all. Pick of the DAMN phone. Look, you could have the BEST marketing campaign on the planet, but if you DON’T answer the phone you’re going to lose a lot of quality opportunities.

Now, if you’re sitting there shaking your head saying to yourself “how stupid can these guys be” give us a minute to explain. If an injury victim knows an attorney, or has a family or friend who’s an attorney, or gets a reference from a trusted word of mouth source, they are NOT going to look for a lawyer online. Would you look for an attorney on the internet? No, you know better than that. So, what are we getting at here? Keep reading… we’re about to enlighten you.

The Truth About Internet and Online Leads 

Contrary to what EVERY digital marketing sales rep has told you over the last 20 years, online leads SUCK. Yes, we said it. Getting leads from online searches SUCK. The best leads are always going to be from word of mouth. However, digital marketing leads are necessary. Here is why you need them, and why the “suck”.

As we mentioned, the people who are turning to online searches for a personal injury lawyer simply have NO IDEA who to call. They don’t have a trusted friend to ask who to call. That means they are depending upon search engines to tell them “which injury attorney is best” and that means they end up calling the first law firm that pops up on Google. So, yes, you do need to rank there and you do need to spend money on digital marketing.

However, if you DO NOT pick up the phone these types of injury victims will SIMPLY call the NEXT law firm on the list. There is ZERO loyalty with online leads. So you NEED to be available to ANSWER the phone 24 hours a day, 7 days a week.

24 Hours Personal Injury Call Center Answering Service 

At Big Bang, we offer a FREE 24-hour personal injury call center answering service for all clients who run paid ads with us. We know the value of answering each lead because we know the cost of acquiring each lead. Call us today at (818) 877-7701 and schedule a brainstorming session with one of our personal injury attorney call coaches. We will walk you through our process of how we help capture leads for attorneys, even during the evenings and weekends.

Marketing Your Personal Injury Law Firm and Building Your Brand

Competing With Big Personal Injury Law Firms with an Affordable Budget 

Okay, we identified our top 5 tips for generating personal injury leads. We also spent time talking about marketing your personal injury law firm and building your brand. Now, let’s talk numbers. Yes, we understand that most attorneys want to know about costs. We’ve built some unique campaigns. Competing with big personal injury law firms with an affordable budget isn’t easy, but we’ve nailed it. Just ask our clients.

Affordable doesn’t mean bottom basement pricing. Nothing is free, and if you want to obtain quality leads, you need to be prepared to spend money. However, we’ve gone above and beyond to keep our pricing affordable, and in addition, we take a lot of other expenses out of the equation.

For starters, we handle your NAP score and local directories. We handle all of your content, social media, and press releases. Want to run paid ad campaigns? Great, we charge no management fee, which can save you thousands alone. Oh yeah, our call tracking and answering service is free as well. The point is simple, at Big Bang we know that if we can make you money, you will be a client for life. So were vested in your success, just as you are with your clients.

Here are some quick tips for marketing your personal injury law firm and building your brand on an affordable budget.

Keep it Simple 

Remember, get to the point. Highlight a couple of key career highlights, list some big case settlements and courtroom victories, and get ready to answer the phone. You’re not reinventing the wheel here. You are simply trying to get injury victims who are searching to talk with an attorney to call you instead of a competitor. So, don’t fall for some “hyped up” bogus campaign from a marketing firm. Keep it simple, stick with it, and you will win in the end.

Keep it Basic

Display your phone number in BIG easy to read fonts, whether your running digital ads or television commercials. Make sure you and your staff are visible and that you look your best, and smile, always smile. Remember that you’ve got 5 seconds tops to grab a potential client’s attention, so let them know RIGHT way why YOU’RE the personal injury attorney they need. And, most of all, make sure you answer every single phone call, email, or text inquiry RIGHT away. Right away means NOW, within a few seconds, or you will LOSE the lead to the next law firm.

Focus on Conversions 

Make sure to check your analytics, know which marketing venues are profitable and which ones are not. When you receive a lead, treat EACH one as if it were a 7 figure case. You never know which potential client may leave you a nasty review if you blow them off. Your online reputation goes a long way when it comes to landing new cases. Focus on conversions, and watch your law firm’s brand take off.

Get New Personal Injury Leads

If you’re looking to get new personal injury leads give us a call. Big Bang has been helping law firms coast to coast, and we can help you too. We understand the complexities and competitive nature of personal injury attorney marketing. In addition, we are a full-service advertising agency. We manage your organic SEO, paid search, social media, television and radio ads, print advertising, and even your answering service all in house.

Call us now at (818) 877-7701 or click here to request a consultation with one of our lead generation analysts. Our offices are located in Los Angeles, San Diego, Scottsdale, and Dallas. Let’s launch your injury law firm into orbit today.