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  • Writer's picturePaul Richardson

Three-Pronged Approach to Internet Marketing for Plaintiff Firms

Small law firms that represent plaintiffs have to work hard at marketing. It’s hard to get famous as a personal injury lawyer through word of mouth, because your services are not the kind that lend themselves to word of mouth advertising. People who need a personal injury lawyer are unlikely to have a friend who has been in the same situation and can recommend one. Likewise, they don’t do repeat business except for extraordinarily unlucky clients. Your clients probably have little knowledge of the law before they hire you. Almost every case starts with a Google search. Therefore, if your law firm represents plaintiffs, you need to make sure that prospective clients’ Google searches lead them to you. Paper Street represents a three-pronged approach: search engine optimization (SEO), search engine marketing (SEM), and conversion.

Search Engine Optimization

Paper Street recommends finding frequently searched keywords for your practice area, such as “Dallas personal injury lawyer,” “Dallas car accident lawyer,” “Phoenix child support attorney,” or “Phoenix divorce attorney,” and creating a page on your website for each keyword. Because so many Google search queries by prospective clients of law firms are in the form of questions (such as “how much does it cost to hire a divorce lawyer”), frequently asked questions pages are a powerful SEO strategy for plaintiffs’ law firms. Creating and regularly updating a blog on your site is also a great way to keep your site ranking highly for keywords important to your practice area.

Search Engine Marketing

When developing an SEO strategy, pay-per-click ads which display above organic search results are the enemy; your goal is to create such an eye-catching snippet that prospective clients will scroll right past the pay-per-click ads. According to Paper Street, though, you should embrace SEM as a complement to SEO. In other words, pay for some ads to display above the organic results while also working hard to get to the top of the organic results list. Sometimes clients search for a lawyer when they are in a panic, and they click on the first result that comes up. If they just received the bill from the ER doctor who treated them after their car accident, or they just received the settlement offer letter in which the insurance company is offering them a pittance, they don’t care if your law firm is displaying as a paid or organic search result, as long as you can help them.

On-Page Conversion

Once prospective clients click on your site, it’s your big chance to turn them into paying clients. One of the most effective ways to do that is through calls to action (CTA). In other words, your page content or blog post gives your reader the information they were looking fir, and it is readable and user-friendly, so they read all the way to the end. At the end, a CTA invites them to click a link to your contact page, and a Google user in need becomes a genuine lead.

Legal Blog Writers

Web page content is essential to the marketing strategy of plaintiff firms, but there is no rule saying you have to write it all yourself. You can count on Law Blog Writers to draft readable, original content for your web pages and blog.


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