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Personal Injury Leads: Where and How To Get Them

personal inury leads

Even with the best legal marketing tactics in use, your law firm probably boasts a lead conversion rate of about 10%. That means the best way to get more clients to your firm is by getting more leads. That’s much easier said than done when it comes to personal injury.

Personal injury leads can come from anywhere. Organic leads (SEO) come with a 14.6% conversion rate and are cost-effective. Pay-per-leads (PPLs) will work if you need leads right now. Social leads come from sites like LinkedIn and Facebook. Referrals come with built-in trust.

So, what’s the best way for your personal injury firm to capture more leads than ever? Keep reading to learn about what some of the best options might be.

Organic Leads

Organic leads are leads that came to your personal injury firm naturally. In most cases, organic leads will come from keyword searches on search engines like Google or Bing. Most importantly, the conversion rate for organic leads might be as high as 14.6%.

That makes organic leads both cheap and effective.

Search Engine Optimization (SEO)

More than 1 in 3 people looking to hire a lawyer will begin their search on the internet. That means you want people to find your personal injury firm’s website with a simple Google search.

To do that, you need to use SEO on your website.

SEO, also known as search engine optimization, is a strategy where you intentionally add keywords to your firm’s site to attract the right visitors. The goal is to get that top rank on Google for at least one keyword (like, “personal injury firm in Seattle”).

personal injury client

That top listing usually amasses nearly 33% of all clicks.

Perhaps even more important is what you have on your website that’ll actually convert web visitors to leads.

Nothing will ruin your Google ranking for a keyword more than unrelated content or keyword stuffing in your blog posts. Your website should include an informative blog, fresh content, and easy-to-navigate features to guarantee leads contact you.

Pay-Per-Lead (PPL)

Some law firms will spend nearly 2% of all revenue on marketing tactics. But there’s a problem here: Nearly 4 in 5 people will avoid these advertisements altogether. Plus, they only seem to work about 1.7% of the time anyway.

You may want to skip spending money on marketing that goes nowhere and pay for leads instead.

All You Need to Know About Buying Leads

Paying for leads definitely has its perks. The main benefit is that you’re getting contact information routed directly to you for people supposedly interested in hiring a personal injury lawyer—all that without having to do any of the legwork or marketing.

This might cost you about $100 per lead.

leads cost

As soon as you purchase the contact information for the lead, it’s up to you to reach out and see if you’re a good fit. But unfortunately, there are a few downsides to this lead strategy, like:

  • Multiple attorneys getting the same leads, so there’s a race to reach out to the lead first
  • No guarantee that the leads are actually looking to hire a lawyer right now
  • It may cost you $1,000 to get a client if you have a 10% conversion rate

These PPL services are available on just about every lawyer website out there. That includes Avvo, FindLaw, and Lawyers.com.

Unsure if this strategy is right for your firm? Check out this video explaining the pros and cons of using PPL services.

Social Leads

The best thing your personal injury law firm can do to capture leads in 2020 is to get on social media in a professional sense. You need to go where your potential future clients are, which also happens to be where 80% of other lawyers are as well.

That means making a profile on Instagram, Facebook, LinkedIn, and every other major platform.

How Social Leads Work

The benefit of using social media to bring in personal injury leads is that your effort doesn’t always have to come off as “marketing.” In fact, having positive interactions with your followers might be all it takes to capture a lead or two.

Here are some tips for using social media to get personal injury leads:

  • Create and share posts, videos, and images that provoke discussion or reactions from your followers.
  • Use targeted ads that are marketed toward certain populations, especially those that capture contact information.
  • Make sure that your leads can easily contact you via the app’s messenger and that you respond as soon as possible.
  • Show potential leads that you’re a good person to work with by posting images of you giving back to the community or a glimpse into your daily life.

Very few people will actively be looking for a personal injury lawyer at any point in time. Creating engaging content on social media will help you bring organic leads rather than reaching out to all the wrong people.

social media marketing need a boost

Referral Leads

Referrals happen when a person recommends your personal injury law firm to a friend or family member. The statistics show that more than 6 in 10 people looking to hire a lawyer will get feedback and recommendations from those closest to them first.

That means you need to provide great service consistently.

Getting Referrals

Getting your clients a huge payout in the courtroom is a great way to give your current clients great experiences and future referrals for you. But to get those clients to recommend their friends as leads, you’ll need to keep in contact with your past clients.

getting leads

Let’s talk about how you can do that:

  • Get all clients and leads on an email campaign to receive monthly newsletters and updates within the community.
  • Give back to the clients who help you to generate the most revenue via holiday gifts.
  • Be sure to send out birthday wishes, holiday greetings, and recognize important events in your clients’ lives.
  • Allow the relationship to continue once the lawsuit ends.

Case in point, clients should never forget your name once your professional relationship ends. When they hear that their friends are looking for a personal injury lawyer, their experience with you and your recent emails should encourage them to suggest you.

Partner Leads

Let’s say you meet with a potential lead and realize that a firm specializing in car accidents would better suit their needs. It’s better to hand off the case to a more qualified attorney than potentially lose a case you’re not capable of winning in the first place.

seo marketing looking to accelerate e1565910055757Building a referral network with partner attorneys can help you to both give and take leads.

Building the Relationship

Building a relationship with other local attorneys in other niches is sometimes called attorney networking. Just because you can’t help a person doesn’t mean that another lawyer in a different niche can’t.

Here’s what you need to keep in mind:

  • Don’t just send out client contact information to other attorneys without getting consent from both parties.
  • Be sure that you’re building partnerships with great attorneys who are also sending leads your way.
  • Ensure that you’re only sending cases that are worth taking and that the partner attorney is willing to take.

This partnership is about a give-take relationship. Ultimately, over 30% of people will get referrals from other lawyers, which can actually be a huge source of your leads for your firm.


Personal injury leads may be hard to come by, especially when you’re probably competing with every other local firm within a 30-mile radius. The best type of personal injury lead is the organic lead, which comes with an incredible lead conversion rate and guaranteed interest in your firm.

Other ways to capture more leads include being active on social media, building partnerships with other local lawyers in different niches, keeping in contact with past clients after the suit has ended, and (rarely) buying leads.

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Shawn Manaher
Shawn Manaher is the founder and CEO of Ignite Marketing. He's one part local business growth specialist, one part campaign strategizing ninja, and two parts leader of an awesome nerd pack. He won't eat pancakes unless you call them flat waffles.
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