Private Jet Marketing How Divorce Attorneys Can Get More Clients Guide to Media Buying for Lawyers Guide to Mass Tort Marketing Get Personal Injury Clients Guide to Personal Injury Advertising Personal Injury Lawyer Marketing SEO Consulting for Cosmetic Surgeons Florida Personal Injury Lawyer SEO SEO for Lawyers in Florida SEO for Lawyers in NYC SEO for Estate Planning Lawyers SEO for Lawyers and Attorneys in Houston, TX Law Firm SEO in The Woodlands Law Firm SEO in Sugar Land SEO for Employment Lawyers SEO for Patent Lawyers SEO for Lawyers in Los Angeles SEO for Plastic Surgeons SEO for Personal Injury Lawyers SEO for Immigration Lawyers Common SEO mistakes to avoid for Family Lawyers SEO for DUI Lawyers SEO for Criminal Defence Lawyers SEO for Bankruptcy Lawyers SEO Experts in Law Firm Law Firm Marketing

A Comprehensive Guide into Personal Injury Advertising

Personal injury lawyers need a steady stream of new clients to thrive and grow. Clients keep their businesses running and growing. Therefore, it is crucial to promote their firms and attract clients.

Personal injury law firms have one of the most competitive markets. They have to upgrade their marketing and advertising strategy to meet the needs of their potential clients. Law firms often spend around 2% of their gross revenues on marketing expenses.

However, personal injury lawyers spend considerably on promoting themselves due to the intense market competition. They market themselves on buses, benches, and TV and radio. But with today’s digital technology, law firms, including small and solo firms, can easily connect with new and previous clients.

Guide to Personal Injury Advertising
Image by John Schnobrich from Unsplash

Recently, many personal injury law firms have relied on search engines as more and more people use the internet and mobile devices to seek legal services. According to a survey, 64% of the respondents answered they would search on Google when looking for lawyers online.

They would use search terms such as “car accident lawyer” or “malpractice lawyer” to seek help. They would also search for words or phrases like “defamation,” “false arrest,” and “injury claims” to find out more about these cases.

If your law firm wants to stay competitive, you should learn about personal injury advertising to attract potential clients.

Key takeaways

  • Personal injury lawyer digital advertising uses digital media to promote their law firm and services.
  • Advertising your law firm online can reach a wider audience and boost your online visibility.
  • Establishing a marketing strategy for a law firm depends on the budget, region, and practice area.

What is personal injury advertising?

Personal injury advertising refers to using technologies and digital channels to promote personal injury law firms and services to potential clients. Its goal is to increase brand awareness and generate leads by reaching a targeted audience.

Personal injury law firms and other legal services used to depend on referrals and word-of-mouth. But with the intense competition in the market, they have since used several personal injury marketing strategies.

One of the most popular recently is social media. Nowadays, many people use social media, such as Facebook, Instagram, LinkedIn, and TikTok, for their marketing campaigns.

However, lawyers must follow several guidelines for advertising personal injury services. One rule is that lawyers cannot include statements, slogans, or mottos like “25 years experience” or “industry leaders.”

Types of Advertising for Personal Injury Lawyers

Types of Personal Injury Advertising
Image by Fredrick Suwandi from Unsplash

One of the biggest concerns of personal injury lawyers is finding new clients, especially for small businesses. Therefore, investing in personal injury advertising to promote your brand and connect with prospective clients for legal services would be best.

However, personal injury advertising is tricky as you have to spend money to earn money. It is crucial to establish solid campaign ads for your law firm. Many lawyers seek help from legal marketing experts to help them create their strategies and campaigns.

There are two types of advertising for personal injury lawyers: digital and traditional advertising.

Digital advertising

In today’s digital world, personal injury law firms and lawyers must have a strong presence online. Many law firms invest in search engine optimization (SEO) and online advertising to increase their visibility to generate high-quality leads.

Law firms create websites and publish convincing landing pages, service pages, and blogs to tell the public about their services and business. They use keywords or search terms that their target audience may use to search for legal services and law-related topics. These include “malicious prosecution,” “injury cases,” “wrongful eviction,” and “liability policy.” 

Their goal is to appear on the front page of the results page. However, this may take some time and effort. As a result, many personal injury lawyers invest in digital ads.

Digital ads cover various media formats, including text, image, video, and audio. They can help you reach a broader audience to increase brand awareness and customer engagement across the marketing funnel.

Digital ads include:

  • Paid search advertising – It is an effective way to connect with people looking for your practice area in your local region. There are two options for paid search: pay-per-click (PPC) ads and pay-per-lead (PPL). These ads target specific keyword searches, and lawyers use a bid and budget option so they will show up in these search results. Google ads are the most common paid search advertising, as most searchers use Google when searching for legal services.
  • Social media advertising – It is the use of social media platforms to promote a product or service. Most social media platforms allow you to purchase ads to display to their users. When using social media advertising, you must first identify which platform your target market primarily uses. Some of the commonly used social media sites are Facebook and Instagram. However, they come with several challenges, such as increasing Facebook ad costs during the holidays and election season.
  • Display ads – This combines text, images, and a website address and follows users from your site to other websites. Display ads may work for some lawyers, but they don’t all the time. Search ads have an average clickthrough rate of 1.91%; however, display ads convert less.

Traditional advertising

Traditional advertising uses offline media to promote a brand or service and reach an audience. Examples include billboards, newspapers, mail, radio, and TV advertisements. Most of these media are around us and can be seen daily.

However, traditional ads have been declining due to the development of technology and the rise of digital advertising. Fewer young people read newspapers, watch TV, and pay attention to traditional ads. As a result, it has become less effective.

Despite being a low priority for most businesses, even in legal marketing, traditional advertising can still provide excellent results, especially in local advertising.

Small businesses and law firms can still do wonders with traditional advertising. It can still help you build brand awareness and reach your target audience.

The most common traditional advertisements for personal injury lawyers are:

  • Billboards – Personal injury law firms are no strangers to billboards. You can find a lot of personal injury billboards while driving on the road. You must be strategic when creating a design for your billboard to draw the audience’s attention.
  • TV and radio ads – Although streaming services have become popular nowadays, TV and radio ads are still effective for personal injury lawyers. These channels are great places to spread your message to your local target market.
  • Print advertising – If your target market matches the demographics of some publications’ readers, print ads are a great advertising idea. You can advertise in newspapers, local magazines, community events, and theater programs. For example, a real estate lawyer may regularly advertise in a local or business magazine to increase brand awareness.

Experts suggest combining digital and traditional advertising methods in your ads campaign to ensure you reach your target audience and increase brand awareness. Although digital advertising has become popular as more people use the web and mobile phones, traditional ads can still work.

Advertising Techniques for Personal Injury Law Firms

Advertising Techniques for Personal Injury Law Firms
Image by Marcus Herzberg from Pexels

Learning which advertising techniques will work for your firm is vital when creating a law firm marketing strategy. Marketers use various methods to draw attention and improve brand awareness. Here are some advertising techniques you should consider when making your ads campaign.

Emotional appeal

It is a marketing technique targeting viewers’ emotions to encourage action. It uses storytelling to affect the audience’s emotions, such as love, fear, anger, or sympathy. 

Law firms often evoke feelings of sadness to create public awareness of specific issues. Using this negative emotion, you can offer your audience an answer to their problem. This may lead to the audience wanting to know more about your law firm and legal services.


Many marketers and advertisers use storytelling to help customers relate to a product or brand. It allows them to communicate their purpose and establish a community around their brand, making clients a part of it.

You can tell a story by sharing your previous client experience, recalling their case, or gathering inspiration from what they went through. This advertising strategy often uses elements from other techniques, such as point of view and appeal to emotion.

Bandwagon effect

The bandwagon effect is a method advertisers use to encourage consumers to use a product everyone uses. This refers to the behavior of people to buy or use a particular product due to its popularity. Also, this is a prevalent technique in digital marketing.

To use the bandwagon effect, aim for your law firm to appear popular and the top choice of other people. Leverage social media platforms and feature previous clients’ testimonials to showcase satisfied clients and excellent services. This will build credibility and make your law firm trusted and reliable.

Color psychology

This advertising method uses colors to trigger specific emotions. Advertisers use colors and enticing images to communicate with customers, convey messages, and drive conversions.

Colors perceive and affect someone’s emotions, moods, and behaviors. Different colors can stimulate different feelings and are used to influence people’s attitudes and actions.

When creating visual marketing for your law firm, consider colors in the background, fonts, and branding. Ensure your choice of color entices your target market and triggers the right emotion.

Typographic composition

Also known as fonts, the typographic composition includes the appearance and style of a text. Marketers and advertisers have been using this technique to set the mood or theme of promotional content.

Fonts can attract readers and convey different messages. It is combined with the use of colors, images, and shapes.

You have to remember that your font choice must suit your brand image. Keep it consistent and straightforward. This will make it easier for the audience to read your message and distinguish your brand.

End to End Solutions for
Law Firms

Grey Smoke Media is North America’s only full-service legal marketing firm, offering:

Media Buying

radio, tv, Out of Home

Digital Marketing

with a heavy focus on SEO

Content Production

Reputation Management

Management Consulting

We elevate law firms to the highest echelon through a multi-pronged, unified approach.
Jordan Power

Advertising Techniques for Personal Injury Law Firms

Conducting an SEO campaign means incorporating various ranking factors into your law firm’s website. It also means leveraging all forms of SEO to execute the best campaign for your business. 

With that in mind, here are some essential ranking factors you should integrate when launching an SEO campaign. 


Generally, content is among the most vital elements that help drive any digital marketing campaign to success, especially in SEO. When done right, content can help improve a site’s visibility, engagement, and authority in the niche. 

In definition, content is any helpful information that aims to solicit or trigger a response. These items could be in any form, including texts, images, audio, and video, as long as they are relevant sources for an online user’s search query. 

Additionally, content involves various elements to reach the target audience. On the surface, visitors may only look at a blog post as is. However, looking deeper into it, that blog post has various on-page optimization working simultaneously. These include keywords, multimedia assets, title tags, headings, snippets, meta descriptions, and internal and external links. Optimizing your content with such elements can help search engines crawl your site better and increase your rankings in the SERPs. 

Meanwhile, apart from visibility, content can also establish a site’s authority in the niche. By publishing regular and quality content on your site, search engines and other sites could potentially consider you a trusted source of information. When that happens, you improve your online presence and convert more prospective clients. 


Besides visibility and authority, search engines also look at a site’s popularity when prioritizing pages for the SERPs. If you want to achieve search engine popularity, your site must attain quality backlinks from other websites. 

Backlinks occur when other sites use your pages as references for their content. This means they’re using your content as a trusted source of information to solidify theirs. Every time you gain backlinks, you increase your chances of being noticed by Google’s algorithm. 

However, backlinks are more intricate than one might think. Apart from quantity, Google factors in the quality of the links. In other words, to be considered popular, the site that links to your content must have an established authority in the industry. Meanwhile, low-quality or suspicious links could negatively affect your rankings.

In addition, there are other factors to identify link quality. Your links must come from domains in a similar niche instead of gaining them from random sites. Another is the trustworthiness of the link origin. If they come from trustworthy websites, they could positively impact your rankings. 

Technical SEO

Quality content and links will only succeed if you have good site performance. User experience is a significant ranking factor that Google considers when crawling sites. This means having faster page speed, fewer broken links, and better structure or optimization. 

Google wants to provide online users with the most relevant and valuable sites for their search queries. If they prioritize unresponsive sites with slow speed rates and confusing navigation, searchers will likely look for information on other search engine platforms. Search engines also look for signs of a strong technical site foundation when they crawl sites. This includes looking into the website’s design, security, and functionality.

Pro Tip

Create a headline that makes your offer seem urgent. This will make the prospect feel that they need to contact you immediately.


The repetition technique repeats a message several times to increase brand awareness and improve customer response. For marketers and advertisers, this is a powerful tool when used correctly.

Repetition creates a sense of familiarity and trust with potential clients. According to a study, the average consumer must see a message seven times to notice or remember the brand or product.

This advertising technique also initiates word-of-mouth marketing. People who see an ad several times are more likely to talk about it with their friends and family. It also helps the audience understand the message you want to convey.

Behind the scenes

Behind-the-scenes advertising gives customers an exclusive look at your business’s operations. Instead of showing your audience the finished products, BTS allows them to see what’s behind the curtain of your business.

Allowing your audience to know more about everything that goes into your law firm makes them feel special. This also encourages the audience to see your law firm as a group of interesting people and allows you to connect with them more deeply.

Furthermore, BTS can go a long way in building trust with your audience. When they feel like they know who you are and you are being transparent, they are more likely to believe what you say. It is because BTS shows them you have nothing to hide.


The symbolism technique uses an object or idea to advertise a particular product or brand. This helps the audience connect the product with something familiar.

Small businesses and marketers often use symbols to represent their brands and convey a deeper meaning. Without symbols, the audience won’t easily distinguish you from other brands.

Point of view

The point-of-view technique shows an action as if the audience is experiencing or performing it themselves. This creates a powerful connection with the audience by involving them in the ad.

Several popular brands, such as Google, GoPro, and Apple, have used this technique in their recent advertising campaigns. POV significantly affects how an image is processed and perceived.

First-person POV in advertising offers an advantage over third-person. Audiences can easily place themselves within the ads, imagining themselves interacting with the product.

Social proof

This advertising technique uses social influence to encourage potential clients to copy the actions of other clients. You must prove that previous clients were satisfied and found value in your services.

Using previous clients’ testimonials can prove the value and effectiveness of your personal injury lawyers and services to prospects. Testimonials are like referrals and can help you earn customers’ trust by having another customer speak positively about your firm.

Another way of conveying social proof is by showing social media follower counts. However, these numbers can be easily manipulated and are often hard to verify. So, the effectiveness of this tactic depends on how clients trust your business claims.

Social media influencers

This advertising technique uses social media influencers with large followers to create content regarding a product or service. Using someone your target audience already knows is effective as they are more likely to trust this person’s opinion.

Influencers have a large number of followers, and their followers consider them experts in their niche. They share their opinions, recommendations, and expertise on social media channels.

You may contact an influencer to promote your firm and legal services. In exchange, you pay them per post or provide them with affiliate links.

Promotions and rewards

This method refers to creating special offers and discounts that attract customers to buy a product. It is also called a loyalty program, and this strategy is also effective for lawyers.

Additionally, promotions and rewards are attractive not only to new clients but also to returning clients. You may reward clients for doing business with you or trusting you with their cases.

Clients who sign a contract with you earn points they can later use for free consultations, rewards, and discounts. This will encourage them to do repetitive business with you.

Leverage Online Advertising for Your Personal Injury Law Firm

Promoting your law firm is crucial to bringing in clients and running your business. You can enhance your brand awareness and reach your target audience through digital and traditional advertising. By using advertising techniques that work well for your firm, you can attain clients who trust you to handle their cases. Seeking assistance from a personal injury advertising agency can help you establish a solid marketing campaign that will make your appointment fully booked.

Grey Smoke Media offers exceptional digital marketing services for personal injury lawyers. Whether you’re just commencing your online campaign or have completely developed your website, we have solutions for you.

FAQs on Personal Injury Advertising

Lawyers are allowed to advertise as long as they follow legal advertising rules. It is specified in American Bar Association (ABA) Rule 7.2 on Communications Concerning a Lawyer’s Services that lawyers can promote their services through any platform. However, there are several rules about some information that they can and cannot share.

Personal injury attorneys and law firms can expand their reach and enhance their brand presence on TikTok. They can create informative content related to personal injury practice. Many lawyers have already used the platform to connect with their audience and engage with them.

When used correctly and set up strategically, PPC can generate high-quality leads for your law firm. However, its value depends on how much your budget is for your ads campaign. When a user searches for a keyword you bid on, your ad will show up in the search results. This will help the user to find you easily.

Our Results

Grey Smoke
Media grew an
injury firm

from less than
30 employees

to over
350 employees

Tripled a divorce
firm’s traffic in just

11 months

3 xgrowth

Our agency has
handled international

for over
$3 billion in class action lawsuits.

Our agency has
negotiated legal ad

with over
100different publishers across North America.

Grey Smoke Media has
negotiated brand
partnerships between law
firms and major sporting franchises such as

Our founders
have provided
to over

television and radio
stations, podcasts, and
newspapers globally.

They have given speeches
on digital marketing to over

“Legal marketing powerhouse”

“highly sought-after”

“Marketing tactics of the
elite class”

Contact us