Five Important Tactics To Boost A Personal Injury Lead Generation Strategy

Lead generation techniques for personal injury law firms continue to evolve, and it’s vital that your lead generation strategy evolves with it. Not all firms can afford to pay thousands of dollars for a single personal injury lead, but is that really practical for most firms? In short \ “no”.

In this age of information overload, we can be more savvy.  Avoid leaving potential clients and money on the table by  leveraging other channels of lead generation.

The first step is a GREAT website. Your website needs to be:

  • Visually Appealing
  • User Friendly
  • Authoritative
  • Mobile-Responsive
  • and FAST

Building on your solid website,  make sure you are utilizing these 5 additional methods in your lead generation strategy, or risk being left in the dust.

Industry Relationships, Especially with Medical Professionals in the Personal Injury Industry

We already know that relationships and networking are vital in this space, and lead generation is no different. As a personal injury attorney, you have read through hundreds of pages of medical records, EMG/NCS reports, Operative Reports, MRIs, CT-SCANS, and countless other diagnostics. It only makes sense that we gain insight into how doctors treat these types of injuries, and a working understanding of the protocols of treatment.

In short, your experience gives you an idea of which doctors are giving your clients proper treatment and which are not. Some treat more aggressively than others, some are more attentive while some don’t listen to their patients, and so on and so forth.

With your understanding  of the diagnostics and specialites, you have a natural list of doctors to whom you can refer your clients and vice versa.

This goes for health insurers and hospitals as well. Build these relationships and fruitfully leverage them for referrals.

Personal Injury Lead Generation Sites That Are Built for Attorneys

What do people do as soon as they feel they may need a lawyer? They Google it, of course. At the time they begin researching, prospects are the most likely to be converted to clients. Lead generation sites are an excellent way for personal injury attorneys to acquire new leads. It’s the easiest and fastest way to get new leads, so it is best to understand their place in the full strategy.

An important thing to know when it comes to lead generation sites is that you can end up with a flood of new leads, and you need to be ready to handle them properly. That means training front-line phone service and sales staff to handle fresh leads fast and to qualify them on their first call.

There are valid reasons to analyze the value of lead generation sites:

  1. Ensure it is a really reputable lead generation site.. There is a risk of attaching your firm’s reputation to less-than-stellar practices.
  2. The number of leads you receive can be unreliable, so it is not a full solution
  3. Lack of control over the quality of the leads you DO get.
  4. When you stop paying, the leads stop coming. Being able to turn on and off the leads faucet is a double-edged sword.

While there are pros and cons attached to this lead generation strategy, you should it can be an element of your lead generation program.

Search Engine Optimization for your Law Firm Website

Once again, we find our injured party sitting in front of a computer and Googling solutions. When it comes to local services, 97% of consumers go online to find them, and personal injury law is no exception.

It’s not enough just to show up on Google, though.

Think of Google as an iceberg. We all know it’s gigantic and there is so much we don’t see. We see that there are millions of hits in less than a second every time we run a search.  As with that iceberg, almost no one is looking beneath the surface. They see what’s floating above water, and that’s it. 95% of searchers will never click past the first page of search results.

Being in the top 50 results out of 110,000,000 sounds great, but if that’s the case, you may as well not show up on Google at all. There are 9 organic positions on the first page of Google.

What is the solution? Search Engine Optimization, often abbreviated as SEO is a fundamental piece of your program. SEO has to do with optimizing your website so that when people search your search terms, you show up near the top of the search engine results page (SERP). Many factors affect where you will show up, here are a few of the most important:

  • Is your site secure? (HTTP vs. HTTPS)- The S in HTTPS stands for SSL “secured”. Simply, it means that your visitor’s connection is secured through SSL encryption (activity can’t be tracked), data integrity (transferred files won’t be corrupted), and authentication (protects against attacks). Site security is indicated by the little “lock” icon in the browser’s URL bar.
  • Is your site is mobile-friendly?- Your site should be coded and sized for easy interaction on any mobile device like a phone or a tablet. This means the text should be easy to read, navigation is easy using a finger, and it has a mobile “look and feel” to it. 75% of searches are now performed on mobile devices.
  • Does your site load quickly?- This is a HUGE one. If your page takes too long to load, your prospect is G-O-N-E. In fact, according to the following graphic, 49% of users will give your page less than 10 seconds to load before giving up and leaving. And of those, 19% aren’t giving you more than 5 seconds. If your website isn’t loading FAST, you are losing potential revenue. 

When it comes to your personal injury website, SEO has to be done correctly or you’re dead in the water. Make sure you are working with an expert in lead generation for personal injury attorneys to so that you can be found when clients need you. Contact Gudnow Media for a quote.

Pay Per Click Lead Generation for Personal Injury Cases

Let’s consider once again, your prospect holding his or her phone searching for a personal injury attorney. As we discussed earlier, strong SEO will get you near the top of their search results page, but it won’t get you all the way to the top.

Take a look at the search results for a local search I did. What do you notice?

Everything you see before scrolling further down the page is dominated by Pay Per Click (PPC) ads. And people click on them, too. In fact, according to, up to 63% of Google searchers are happy to click on Google ad and 75% of those who do say they feel these ads make it easy to find what they’re looking for.

Of course, these ads cost money, exactly how much is determined in an auction format. Your bids are competing with others- –your direct competitors, mind you- –up to the amount you are willing to pay for a click. The higher the ad position, the more you pay.

Here is exactly why those clicks can cost so much. Look at this graph of the click-through-rate (CTR) of ad position 1 compared to the rest of the chart. What a drop off!

There are a number of strategies to get your best value from PPC advertising by confining your ads to your specialties and avoiding competing for position when you may not be first choice. There may be 100 personal injury attorneys in your market, but if you specialize in, for example, malpractice or defective products, you can ensure your ads appear when your prospective client is looking for “malpractice attorneys” but not for “bicycle accident personal injury attorney”

Should you use PPC as part of your personal injury law firm’s lead generation strategy? These are the facts:

  1. PPC ads have optimal placement in the search results
  2. Your competitors are already using them
  3. You can tightly control for which searches your ads will appear, by geography, age, device, income level and more.

Yes, you absolutely should, but it has to be done right. With the money involved to bid for and secure premium PPC ad placement, make sure you are working with experts in PPC lead generation for personal injury law firms.

Remarketing for Personal Injury Attorneys

You’ve undoubtedly experienced this. You visit a website for some reason or another, then suddenly you begin to notice ads for it everywhere you go online. These ads that continue to follow you around the web are part of a lead generation strategy called “remarketing”.

Lead generation through remarketing begins at your personal injury law firm’s website. On average, only about 2% of your website’s visitors will convert on their first visit. We’re not about to let that other 98% go without a fight!

How Remarketing for PI works, with a simple analogy:

You are probably familiar with having to accept “cookies” for full access to a website. The benefits include maintaining your login and settings.

This is also how remarketing works. When someone visits your site and accepts your cookies, a number of lines of code are dropped into your visitor’s browser, marking the site visit. When you visit another site, your remarketing partner can track it through the cookie, and creates an ad to bring them back.

how remarketing works

Imagine if every time you walked into your favorite ice cream shop, an announcement is made discounting your three most ordered flavors, and by the time you got to the counter, they were all sitting there waiting for you. That’s the convenience of remarketing.

There are many reasons why a visitor might not convert the first time they visit your site:

  • They’re not finished researching
  • They’re busy with another task
  • They aren’t sure you can help
  • They just got distracted

Remarketing gives you another opportunity to get your service in front of them, which gives them a nudge towards converting.


In the digital information age, you have to do everything you can to get and keep the attention of the mobile generation. Personal injury law firm lead generation is a marketing art, and it’s imperative that you stay on top of your craft in order to grow your firm. Thankfully, there are experts in the field of lead generation for personal injury attorneys who can get you up and running and competing in your local area. Be sure to schedule a consultation so that you aren’t left in the dust.