Elevating your personal injury law firm's marketing takes a lot. It requires a strategic blend of brand building, website optimisation, SEO mastery, engaging content, and performance tracking.
Thankfully, this comprehensive guide covers everything you need to know about each stage, providing a clear roadmap to success.
From establishing a distinct brand identity to leveraging social media and advertising, here’s how we – as a specialist legal marketing agency – answer your marketing questions and explain how to take your personal injury firm’s marketing to the next level.
How can branding benefit my personal injury law firm?
Branding helps law firms stand out by showcasing unique core values and building trust through consistent messaging and visual elements.
Branding is a vital element of marketing for a personal injury law firm. Your brand encapsulates everything your firm stands for.
We had the unique opportunity to conduct an interview with Kerry England, Business Development Director at the Family Law Company, to learn about how they conducted their rebrand.
While Kerry’s firm specialises in family law, her insights can be applied to any practice area, including personal injury.
Kerry touched on one of the main challenges commonly faced by firms trying to nail their branding: how to stand out from the crowd.
Avoid generic descriptions like ‘client-focused’ or ‘trusted advisor’. All firms are there to help people so including these basic qualities doesn’t set you apart from your competitors.
Instead, you need to identify your unique core values.
What is it specifically that makes someone choose your firm over another?
To achieve this:
- analyse your client testimonials, feedback forms, and online reviews to see what is commonly referenced when clients say they’ve had a positive experience with you.
- engage with your internal team, including lawyers, colleagues, and support staff, to learn how they view the organisation.
- research your competitors’ branding to identify opportunities for differentiation.
- conduct client surveys to understand your brand sentiment.
This process helped Kerry and her team uncover "bravery" as a core value.
This was both in terms of clients finding strength in difficult situations and lawyers displaying courage and the willingness to have challenging conversations, going beyond the typical "trusted advisor" cliché.
Once you’ve settled on your own core values, it’s time to move on to the next stage of your personal injury law firm marketing plan.
Before you push your branding to your prospective clients, you must embed your newly identified core values internally.
Apply a collaborative approach, presenting a clear plan to your partners while openly addressing any concerns they may have.
There are several creative ways you can cement your values into the everyday culture of your firm.
For example, Kerry and her team chose to reintroduce employee of the month with a particular focus on “bravery”, as well as making “bravery” a prominent aspect of their interview questions when hiring new staff.
With your values embedded into the thinking of your partners, you can then open your branding up to your audience.
But remember:
It's about showing, not telling. Show how you live your values.
If there’s the opportunity to do so, consider launching a dedicated campaign to really drive your branding forward.
Again, Kerry’s team launched their "Everyday Bravery" campaign, a community-wide search for brave individuals and their stories, which also included video stories of lawyers showing bravery in their work.
While the campaign itself saw incredible success, the key takeaway is how new, carefully-considered branding can lay the foundation for your personal injury firm’s content and approach going forward.
Branding also includes your visual elements, such as your logo, typography, colour palette and imagery.
Michelle Hughes, Head of Marketing at Higgs LLP and a top LinkedIn legal influencer, shares her insights on colour as a key consideration:
“On the surface, it may appear that brands or marketing teams pick colours they like or think look good together. However, the process is actually more sophisticated or it should be. If you're rebranding, you need to consider the psychology of colour and brand strategy to ensure you get the most impact.”
Higgs LLP's rebrand colours were chosen deliberately for specific reasons:
- Red is the firm’s original brand colour, a nod to its legacy of excellence and passion for what they do.
- Teal symbolises care, reliability, and creativity.
- Blue conveys loyalty, professionalism, trust, stability, and confidence.
- Grey, which projects sophistication and balance - which are all key in legal services.
Consider what your brand colours say about your firm.
What key elements should I consider for my law firm's website design?
Your law firm website will be key to showcasing your brand and converting prospective clients into matters or cases. Key website elements include intuitive navigation, clear branding (logo, colours, typography), and engaging visuals. Ensure mobile-friendliness, concise content, and interactive features like chatbots.
Let’s dig into these further.
A well-designed site makes a strong first impression. It’s what the majority of your prospective clients use to make their first impressions of your organisation, so it’s essential you use it effectively when marketing your personal injury law firm.
While many think web design is purely about how you integrate your brand elements (logo, typography, colours etc.), there are far more considerations to the website’s success.
A key focus of web design is a clear and intuitive structure.
This involves simplifying the menu through effective taxonomy, organising pages into logical groups rather than a single, overwhelming list.
Conduct an information architecture planning session to identify audience needs, audit existing content, and create a site plan, allowing you to create a hierarchy based on the importance of your different personal injury sub-services.
This structure can then be displayed using a mega menu featuring multiple categories and options in an easily navigable panel.
Mega menus utilise columns, images, and icons to provide a comprehensive overview, structured around the services users frequently search for.
When a user hovers over or clicks one of your main services, they will then be presented with a variety of more niche sub-services specific to their particular needs.
Hudgells Solicitors serves as a good example of effective mega menu usage, with Practice Areas linking to services and sub-services.
As well as a logical structure, there are several other web design features your personal injury firm should implement to optimise user experience and create the right impression.
We recommend using contrasting colours following the 60-30-10 rule, and keeping text concise using H2 and H3 subtitles and accordion structures when relevant to create a web design that is easy on the eye.
Use size, layering, texture, and shadows, complemented by microinteractions like hover effects and animations to create further visual interest.
Consider implementing a chatbot so users can receive quick answers to common questions and integrate seamless responsive design to offer the optimal experience on mobile.
What is the ideal service page structure for a personal injury law firm?
To get the best out of your personal injury law firm marketing, your service pages should be optimised for both user experience and SEO. In 2025, they are two of the same.
The Dec 2024 Google algorithm updates emphasise user satisfaction over pure SEO optimisation. High rankings now hinge on providing content that comprehensively fulfils user intent.
As a legal marketing agency, we analysed top-ranking personal injury law firm landing pages to identify the most effective structure for attracting and converting clients.
While our analysis focused specifically on "Forklift Accident Claims," the principles apply to various Personal Injury services.
We examined pages ranking for both "Consideration-stage" keywords (where someone is actively searching for a solicitor e.g. "forklift accident solicitor") and "Awareness-stage" keywords (e.g. "what to do after forklift accident") representing initial research but not an immediate intent to contact a solicitor.
Key Findings
- Service pages for Consideration, advice for Awareness: 97% of top Google results for Consideration keywords were service pages, while 64% for Awareness keywords were advice articles. This highlights the importance of optimising landing pages for users actively seeking a solicitor and using blog posts and advice pages for less directed searches.
- Consistent structure drives success: Top-ranking service pages follow a common structure that Google deems helpful and trustworthy.
Optimal structure for personal injury firm service pages
Based on our findings, here is the optimal service page structure for services within personal injury.
H1 & initial claim focus
- Content: Target specific Consideration-stage queries (e.g. "[Your Service] Solicitor").
- Action: Your H1 should have commercial intent, such as "[Your Service] Lawyer" or "[Your Service] Services".
Specifics of claims
- Content: Address key user questions related to topics such as eligibility, covered injuries, and time limits.
- Action: Determine what potential clients must know before considering your services.
Reasons to choose your firm
- Content: Highlight expertise, experience, and benefits ("Why Choose [Your Firm]?"). Showcase key lawyers.
- Action: Differentiate yourself from competitors and differentiate from your other services. Emphasise service-specific expertise, unique processes, groundbreaking technology and client-centric support. Use clear calls to action (CTAs).
Process & practicalities
- Content: Explain the claim process, timeline, and how to get started.
- Action: Reassure potential clients by outlining the next steps after they contact you.
Case studies and client testimonials
- Content: Showcase client success stories and reviews.
- Action: Build trust and credibility with a compelling hero case study and a video featuring client stories.
FAQs
- Content: Address any remaining concerns or questions.
- Action: Provide nuanced, specific answers that alleviate doubts about engaging your services. These FAQs should be predominantly based on commercial questions, not awareness questions. Any awareness questions ideally should include links to in-depth advice articles, such as ‘What is personal injury?’.
Call To Action (CTA)
- Content: Include a clear call to action at each section of the landing page.
- Action: Make it easy for potential clients to start with you!
How can SEO improve my personal injury law firm's visibility?
SEO boosts visibility by optimising your site for search engines. Keyword research, quality content, and technical SEO ensure your firm ranks higher, attracting more organic traffic and potential clients.
Launching a website with no SEO strategy is like painting a masterpiece and then burying it away in the loft collecting dust
Law firm SEO ensures your website and content can easily be found by your audience, making it a vital aspect of marketing a personal injury law firm.
Effective SEO begins with thorough keyword research, using tools like Ubersuggest and Semrush to identify relevant terms.
These keywords are then organised into topic clusters based on a specific theme, such as 'injury at work'.
As discussed previously, service pages should be heavier optimised with high-intent "consideration" keywords, while "awareness" keywords – often questions – should drive the creation of advice articles.
As you produce articles and other thought leadership content, each piece should be linked to the relevant service page, helping to build your firm’s authority on that particular subject.
Our analysis of how law firms can rank in ChatGPT Search and Google Search show some distinct on-page optimisations.
On-page optimisation of both landing pages and thought leadership content includes using descriptive H1 titles with the main keyword, along with question-based keyword-optimised H2s and H3s.
While you’ll want to prioritise keywords, it’s important to ensure the tone of your writing feels natural and flowing.
Google includes keyword stuffing amongst its spam policies because it’s viewed as manipulative and detrimental to user experience, potentially causing it to hinder your page rankings. (However, our research suggests law firms aren't penalised for having a high keyword density in their landing page H2s).
Further establish trustworthiness by using trust signals such as creating solicitor bios linked to content, highlighting to both users and search engines why the author is qualified to talk about that subject.
Ensure their insight is user-friendly and optimised for Google AI Overviews by providing short, direct answers in 1-2 sentences (again, particularly under question-based headings).
Similar to your on-page content, metadata, comprising meta titles (under 60 characters) and meta descriptions (under 160 characters), should be unique, descriptive, and include relevant keywords.
Optimise image file names and alt text, and don’t overlook technical SEO.
Fast loading speeds, mobile-friendliness, structured data and using schema – such as author and FAQ – all enhance user experience and boost performance on search engines.
Check Google’s PageSpeed Insights to check your core web vitals. Web Vitals are a set of specific factors that Google considers important in a webpage's overall user experience, impacting search rankings such as loading speed (LCP), interactivity (FID), and visual stability (CLS).
If you fail, you can work with an agency that specialises in technical SEO for law firms to fix them (like ours).
Additionally, fixing any broken links or redirects ensures your website is easily crawlable so pages can be indexed and ranked more effectively.
These are just a handful of the complexities involved in technical SEO which is why we highly recommend getting a specialist agency to handle it for you. Reach out to our law firm SEO experts.
What content marketing strategies are effective for personal injury?
For personal injury law firms, effective content marketing centers on demonstrating expertise and building trust. Strategies include consistent thought leadership on high-revenue service areas, adhering to Google's EEAT guidelines. Engaging lawyers in content creation and using strategy templates is key. Client testimonial videos and podcasts are also powerful tools for building trust and providing accessible legal information.
Let’s dig into exactly how we can do this.
On top of your main landing pages, thought leadership will make up a significant portion of the content on your website.
Producing a steady stream of content is a crucial aspect of personal injury law firm marketing as it showcases your expertise and drives your SEO strategy.
In light of Google's emphasis on EEAT (Experience, Expertise, Authority, Trust), leveraging lawyer expertise is essential to deliver high-quality content that’s favoured by search engines.
There are several steps to achieving this, from identifying the content you should be producing, to engaging your fee earners in the thought leadership process.
Firstly, focus your efforts on two or three key service areas that generate the most revenue. Think about which type of personal injury claims the majority of your clients come to you for.
If these are your most popular services, it’s likely there will be several potential target keywords with reasonable search traffic.
That being said, keywords with low search volume but high intent can still prove valuable as they help you reach users with the greatest likelihood of converting.
Once you’re clear on the content you want to produce, you need to highlight the benefits of thought leadership to lawyers, such as:
- building personal credibility and authority.
- enhancing visibility and attracting opportunities.
- showcasing expertise and differentiating from competitors.
- attracting referrals and client inquiries.
- improving SEO rankings and strengthening professional networks.
If your lawyers aren’t involved in marketing your personal injury law firm, they’ll need some help seeing these benefits, especially if content production is seen as an additional task on top of their already heavy caseloads.
They might also feel they lack the SEO and technical expertise to both produce and populate thought leadership content.
To overcome these cultural challenges, It’s important to involve people across all areas of your firm, making the process as collaborative as possible.
Engage with managing partners to begin embedding a new culture into your entire firm where thought leadership is not only seen as beneficial, but essential.
Implementing a template to brainstorm content ideas can help you achieve this.
At Contra, we use this law firm content strategy template which breaks ideas down into Audience Challenges, Personal Experiences, Industry Updates, and Legal Breakdown.
Within each section, identify common questions, emotional stories, legal news, historical cases, and potential formats (guides, templates, lists, etc), ensuring various types of content are being produced to match the intent of different users.
With a stream of new content lined up, it’s time to implement a production plan consisting of all the core elements for each piece of content, including:
- H1 title, focus keyword, secondary keywords, search volume, subtopic, H2 subtitles, notes, contributor, statistics, CTA, internal links, meta title and description.
- Track content progress through "In production," "In review," "Signed off," "Scheduled," and "Published" stages.
Within your plan, map out links between similar pieces of content to create topic clusters and build authority on that particular subject.
When it eventually comes to publishing a piece of content, use a checklist to ensure you’ve included all the key requirements for optimising SEO and user experience, such as:
- tags
- links to relevant service page
- links to other relevant articles
- research and outbound links
- metadata
- custom slug
- hero image and alt text
- body copy images and alt text
- linked CTA at the end of the article
Video is also a highly effective content marketing strategy for law firms. Video case studies can increase conversion rates by up to 80%.
Video interview your clients about their personal injury journey. The beauty of client stories is that they are often emotive and, therefore, engaging.
Be sure to ask them about their experience working with your law firm and show the resolution. How has their life improved after using your services? This might be physically, emotionally and financially.
Include your client videos within your service pages. This builds trust, increases conversions and increases engagement metrics (which is a Google ranking factor).
Finally, law firms can leverage podcasts to engage prospective clients by providing valuable, easily accessible legal information. Podcasts establish expertise, building trust and authority on relevant topics. Firms can discuss recent legal developments, explain complex laws in layman's terms, and offer practical advice on common legal issues. Featuring guest experts or client testimonials can also add credibility.
Moreover, podcasts offer a personalised connection. Engaging hosts can answer listener questions, share anecdotes, and humanise the firm.
Podcasts improve SEO and drive traffic to the firm's website. By consistently producing high-quality, informative content, firms attract and nurture potential clients, positioning themselves as trusted advisors in their niche.
Here are some best practices for personal injury law firm podcasts:
- Focus on common injury scenarios: Car accidents, slip and falls, workplace injuries.
- Explain legal rights clearly: Discuss negligence, damages, and statute of limitations.
- Share client success stories: Showcase positive outcomes (with client permission).
- Offer practical safety tips: Preventing injuries builds trust.
- Address common misconceptions: Correct inaccuracies about personal injury law.
- Include a call to action: Encourage listeners to contact your firm for a free consultation.
What are the best practices for copywriting for a personal injury law firm?
Copywriting best practices for personal injury law firms prioritise empathy. Acknowledge clients' pain and uncertainty. Focus on their concerns (health, family, justice) and the positive outcomes your services provide such as financial relief, regained independence, and access to care. Emphasise benefits, not just features, and the peace of mind you offer.
While it’s a greater consideration when producing service pages, you’ll want to pay close attention to how you write within any piece of content.
Writing for a personal injury law firm is more than simply outlining your services. Finding the right tone can have a major impact on your personal injury law firm marketing as a whole.
You’re giving your clients hope and a fresh start following a serious injury. Your writing should reflect that.
If you want to show your audience you understand what they’re going through, start by answering these questions:
- How does your audience feel? Acknowledge their pain (physical, emotional, financial), loss of independence, stress, and uncertainty.
- What do they care about? Their health, independence, family, being active and social, finances, justice, and compensation.
- Who do they care about? Themselves, their family, and loved ones.
- Why do they care? They want to live a happy, healthy, fulfilled life, which is threatened by the injury.
- What service(s) do you provide them? Focus on benefits, not just features:
- Free claims assessment (to provide confidence).
- Support and advice from experienced professionals.
- Fight for justice and compensation.
- No-win, no-fee offer (to ease financial concerns).
- How will their life change as a result?
- Resolve financial burdens, reclaim independence, get justice, and achieve their desired state.
- Regain the ability to live comfortably and enjoy an active social life.
- Access essential treatment and rehabilitation support.
- How will they feel? Relief, peace of mind, and fitter/healthier.
In short, place empathy at the heart of your legal marketing writing and focus on the positive outcome of working with you rather than the services you offer.
How can social media and advertising be used for marketing a personal injury law firm?
Personal injury law firms can leverage social media by using LinkedIn to build authority through lawyer profiles, expert content, and targeted networking. Facebook allows firms to foster community by sharing client stories, answering questions, and creating relatable content. TikTok offers a way to educate younger audiences with engaging videos. Focusing on consistent, high-quality content on two chosen channels is key to long-term success.
As you can see, each channel requires a different strategy. Here’s a breakdown of the three key social channels for personal injury firms.
How to use LinkedIn for personal injury law firm marketing
Social media can be a powerful marketing tool for all types of law firms, including personal injury specialists.
This is reflected in the revenue generated by law firm ‘superinfluencers’.
LinkedIn, in particular, has proven particularly fruitful, with the top 10 superinfluencers from the top 200 law firms creating engagement equivalent to £1.2m in ad spend.
With that in mind, we highly recommend making LinkedIn a prominent part of your personal injury law firm marketing plan, both to benefit your lawyers and your firm as a whole.
The key is to ensure your lawyers are engaged and understand the benefits of marketing your law firm on LinkedIn which requires a thorough strategy and content plan, just like your website content.
As part of this strategy, you should optimise your own page and encourage your lawyers to do the same. Make the following optimisations:
- Use a high-quality, professional profile picture.
- Add a clean banner image with your firm's branding.
- Briefly state your role or use an impactful statement relevant to your services.
- Showcase your experience, accreditations, and training.
- Include a custom profile URL and links to other social accounts.
- Add a link to your firm's website.
- Showcase key content that highlights your services and expertise.
- Provide valuable, informative content such as advice and tips.
- Share tips and opinions based on your personal experiences.
- Post about awards and qualifications to build trust.
- Share humorous and relatable stories about work life.
- Use trending topics to your advantage.
- Use hashtags to boost discoverability.
- Post regularly to maintain visibility.
- Share local news and case studies to connect with nearby clients. Tag relevant organisations and individuals in the story.
- Use longer-style posts with sections and headers.
- Use listicles, especially how-to's, to improve engagement.
Likewise, you can also optimise your firm’s business page with the following:
- Use a profile picture featuring your logo and a banner image with your firm's branding.
- Include your firm's contact details, location, and website URL.
- Showcase your key practice areas and experience, emphasising your unique selling points.
- Encourage your team to engage with the business page and include it in their personal profiles to increase brand exposure.
- Share introductory posts about new lawyers, tagging their accounts.
- Use employee networks to extend the reach of the business page.
How to use TikTok for personal injury law firm marketing
Use TikTok to reach Gen Z by creating short, engaging videos explaining legal topics simply. Start with strong hooks and answer common injury law questions. Use relevant hashtags, and film authentically with a smartphone for relatability. This boosts visibility and positions you as approachable.
TikTok offers a unique opportunity for personal injury firms to reach a younger audience and break down complex legal topics into easily digestible content. 10% of Gen Z users now prefer TikTok over established search engines like Google when looking for information.
Here's how to make the most of it:
- Short, engaging videos: TikTok thrives on short, visually appealing videos. Keep videos concise and to the point (15-60 seconds).
- Use a strong hook: Grab attention in the first few seconds of your videos, such as “Accident at Work? This Could Be Worth £££” or, “Injured at Work? Know THESE Rights NOW!”.
- Educational content: Explain legal concepts in a simplified, engaging way using trending sounds and visuals.
- Answer common questions: Address frequently asked questions about personal injury law.
- Use relevant hashtags: Utilise hashtags related to personal injury, law, and relevant locations to increase discoverability (e.g. #PersonalInjury #PersonalInjuryLaw #InjuryLaw).
- Keep it real: Don't overproduce the content. Film it portrait on a smartphone. This gives it a sense of authenticity and relatability.
Is Facebook good for marketing personal injury law firms?
Facebook is a great platform for marketing personal injury law firms. By sharing valuable, injury-related content, humanising the firm, commenting on legal news, and answering common questions, firms can build brand awareness and generate leads. Consistent, empathetic messaging and proactive page management are key to success.
Let’s break down some of the key ways you can use Facebook in your personal injury law firm marketing plan:
- Repurposing injury-related content: Share blog posts, videos, and news about accident prevention or legal rights for victims, using concise captions and CTAs like "Free Consultation."
- Humanising your firm: Share behind-the-scenes glimpses, community involvement, and stories of helping clients. Film clients sharing their stories and how you helped them.
- Sharing legal news: Comment on accident-related laws or safety regulations, showcasing expertise.
- Incorporating empathetic humour: Use tasteful humour sparingly, focusing on relatable situations.
- Answering injury-specific questions: Address common inquiries about injury claims or legal processes. Utilise SEO keyword research tools such as Ubersuggest or Semrush to discover common client questions.
- Maintaining brand consistency: Use a consistent empathetic tone, visuals, and messaging.
A piece of advice:
Don’t spread your social media efforts too thinly.
Choose two channels and focus on regularly producing content. Building up engagement takes a sustained effort (we’re talking over 12 months).
Keep it consistent.
Is Google Ads right for my personal injury practice?
Google Ads offers personal injury firms immediate visibility, driving website traffic and generating inquiries by bidding on relevant keywords. While effective, it requires careful targeting and testing to avoid high costs and limited returns. Consider engaging a specialist agency to optimise campaigns, aiming for a positive return on ad spend.
Organic methods like SEO and social media should act as the foundations of your marketing strategy. However, Pay-Per-Click (PPC) advertising such as Google Ads is another option you should consider.
While SEO builds organic rankings over time, PPC advertising like Google Ads offers law firms an almost immediate avenue for driving website traffic and generating enquiries.
We typically aim for a ROAS (Return on Ad Spend) of 3:1 (£3 revenue for every £1 spent). However, we have achieved ROAS of up to 12:1 (£12 for every £1 spent).
Choose which personal injury services you want to promote. They need a solid search volume and a good average case value.
Like SEO, PPC success hinges on targeting relevant search terms, but the approach is vastly different.
Instead of optimising website content to rank organically, PPC involves bidding on keywords to secure top positions in search results.
While this can generate quick visibility, it comes at a cost.
Careless targeting can lead to significant expenses and limited returns.
High-traffic keywords like "personal injury lawyer" or "work accident lawyer" are highly competitive, requiring larger bids.
However, popular keywords shouldn't be immediately discounted. Often, a process of trial and error is required to identify the most profitable terms.
It’s a similar story for your ads themselves.
Google Ads combine a selection selection of headlines and descriptions which are displayed to users in various combinations.
You want to meet various criteria with your headlines and descriptions, such as including your target keywords, offering unique value, and incorporating CTAs.
Your landing page will also play a significant role. It should be dedicated and highly relevant to the service you’re promoting in your ads.
Combining the optimal landing page, ad assets, and target keywords for generating the greatest ROI can require rigorous testing.
That’s why it's advisable to work with a specialist agency knowledgeable in PPC for the legal sector.
How can a personal injury law firm use reporting to improve ROI?
So, you’ve carefully planned and implemented an entire strategy for your personal injury law firm marketing.
Now you need a way of measuring its success.
Integrating your systems so you can effectively manage your business and monitor performance is a vital stage of your law firm’s digital transformation.
Start by properly integrating Google Analytics 4 (GA4) with your website, paying particular attention to accurate conversion event tracking.
Given the complexities involved, engaging a specialist web integrations agency is highly recommended.
They can also help you integrate your chosen keyword tracking tool, such as Semrush, so you can track your personal injury claim type keyword rankings, analyse emerging trends and update content to improve search engine visibility and drive conversions.
The final piece of the puzzle is to integrate your case management system with your CRM/marketing automation platform. This will enable you to ensure both systems share data and accurate case values appear in your CRM.
This will:
- Ensure both systems share data and accurate case values appear in your CRM
- Save you time and reduce errors in manually transferring and updating data between both systems
- Unlock key ROI insights from your marketing campaigns, enabling ou to refocus budget on the most proftable activities and channels
Again, you’ll need a highly technical web integrations agency.
With your key systems integrated, you’re in a position to monitor and report on your law firm’s KPIs and ROI.
Some of the key performance and SEO metrics you should be focusing on as a personal injury firm include:
- YoY Summary and Previous Period Summary: Reporting on both 'all users' and 'organic users.'
- Active Users
- New Users
- Total Conversions
- Conversion Event Breakdown
- User Conversion Rate
- Percentage of Engaged Users
- Average Engagement Time
- Claim Type Rankings (e.g. Accidents at Work)
- Rankings Distribution
- Benchmark Rankings vs. Current Rankings
- Sources and Engagement
- Keywords Best and Worst
- Rankers
- Climbers
- Performing Pages (traffic, conversions, engagement time
- ROI per campaign
- Average ROI per channel
You can then combine these metrics into a Google Looker Studio dashboard, allowing you to present them in a way that’s easy to understand for your key stakeholders or do it directly in your CRM.
An effective CRM can be used for automating contact creation, improving query response times, logging communications, routing intakes, enabling direct calls, streamlining workflow, and facilitating performance measurement.
As an agency, we recommend HubSpot for law firms as it has powerful marketing automation and reporting capabilities. We are also constantly working on building integrations between popular case management systems such as LEAP.
Showing success through these marketing ROI dashboards helps to both motivate your lawyers to continue producing thought leadership content and encourage decision-makers to continue investing in your marketing efforts.
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