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10 Lead Generation Tactics for Personal Injury Law Firms

by Talia Schwartz • February 6th, 2020 • Legal Marketing | Blog

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Personal injury lawyers need more clients. Every law firm wants more clients, but in the higher-churn industry of personal injury, leads that turn into clients are the name of the game. If you’re looking to ramp up your practice, try out these 10 lead generation tactics for your law firm. 

Lead Generation Tips for Personal Injury Law Firms

1. Differentiate your practice

It’s important that potential clients understand why they should hire you instead of someone else. Do you have a unique selling proposition? If so, it’s time to make sure those points are clear across your online presence and marketing materials. 

2. Share educational content

Focus on writing and distributing educational and relevant content to foster engagement with your target audience and ultimately convert them into prospects. Content that audiences can derive value from has been shown to resonate more with people over traditional marketing messages. Example content pieces could be: “10 tips on what to do if you get in a car accident” or “what to tell your employer if you’re injured at work”.

3. High quality traffic increases lead generation

Unless you’re buying leads, your website is likely your number one source of incoming leads. You can gain more traffic through engaging and relevant content. There are also several marketing tactics you can engage in to generate leads for your law firm, such as SEO, PPC ads, blogging, mobile optimization, adding videos and testimonials, and being active on social media. For more tips on traffic and lead generation, check out our past post: 4 Steps to Generate More Leads From Your Law Firm’s Website.

4. Create lead magnets for your website

These items are named after the job you want them to do. A lead magnet is something valuable and interesting – so much so, that visitors will leave their contact information in order to get it. Consider a checklist, guide, or white paper that is gated, requiring people to leave their contact information to download the item – thereby becoming a lead.

5. Bring visitors back with retargeting

Obtaining initial traffic is expensive, but having them visit again is less so. Run ads on social media or with Google Ads that target people who have visited your site before. Follow these steps to add the LinkedIn Insight Tag to your law firm’s website, which is a piece of code that lets you collect audiences to retarget. The same goes with Facebook.

6. Automate lead nurturing where possible

Following point number 4, it’s important that anyone who gives you their information gets exactly what they were expecting. There are several tools that can automate this process for you. Equally important, these people should automatically be added to a database with a marketing program created. Following up with these new leads will ideally happen automatically without a real person having to think too much about it. 

7. Make sure you’re following up quickly

One of the biggest mistakes we see in business development is waiting too long to follow up with leads. People have come to expect a prompt response and instant results. If they have a personal injury case on their mind (enough so to download something from your website), now is the time to contact them.

8. Follow up in a helpful way

It’s important to follow up with leads with helpful information, education, questions, and more details on your differentiators. 

9. Perfect your intake process and team

If you’re not totally satisfied with your intake team, you’re leaving cases on the table. It’s important to periodically inspect how the intake process works and make improvements.

10. Include referrals and online reviews from the beginning

Once a client has left your firm’s office for the last time, it’ll be difficult to get them to post an online review. Start with the end in mind and prime your new engagements with information on how they can help your firm once all goes as planned. Keep reviews and referrals in mind from the beginning, and treat a winning one the same as you would winning a new case. 


Utilize these 10 lead generation tactics and you’ll start signing up more cases for your law firm in no time. Each step performed in natural sequence will lead to more success in the following step. Follow them diligently and you can be sure to win more personal injury cases this year.

Are you frustrated that you have spent time and money on your website but you are not getting the results you had hoped for? Contact us for help. We work with law firms of all sizes and can help you to develop a strategy to generate more leads and build your practice.

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