Personal injury marketing that brings in cases from search
A marketing plan for an injury firm has five jobs. Search does the first two better than any other channel. Here is the whole plan, the part we do, the part we don't, and the prices.
Case resultA Texas injury firm on the Golden package: +500% qualified case inquiries, top 3 in the map pack, 5 months.Read it
What the plan has to do
Marketing for personal injury lawyers: five jobs every plan has
01
Be found at the moment of need
The days after an accident are when people look. Rankings for case types in your counties, and a place in the map pack, put your firm in that moment without buying every click.
02
Look like the firm to call
Case-type pages that show you understand the case, attorney pages with real experience, reviews from real clients, results presented with the context your rules require.
03
Make contact easy at 2 a.m.
A fast mobile site, a short first step on the form, and intake that answers. Marketing that brings contacts your intake can't handle is wasted.
04
Keep past clients and referrers close
Former clients and other lawyers send strong cases. A light, rules-aware way to stay in touch is part of a plan, not an afterthought.
05
Count signed cases, not clicks
Every channel judged by what a signed case costs through it. Without that number, budget decisions are guesses.
What a personal injury marketing agency should do, and what we don't
Many agencies sell injury firms everything at once on a single retainer. We do four things and say plainly which ones we leave to someone else, so you can judge each part on what it costs per signed case.
SEO
Rankings and the map pack for your case types and counties. Four packages, $125 to $575 a month.
Content writing
Case-type pages, location pages with real substance, articles from real client questions. Monthly plans below.
Websites
Fast, mobile-first injury firm sites from $400, quoted per project. Details.
Reputation management
Review requests and responses within your bar's rules. Custom quote.
TV, radio, billboards
We'll help you measure them by signed cases. We don't buy or produce them.
Google Ads management
No ad budgets, no markups. See how ads compare on our advertising page.
Leads for sale
Every contact from your rankings is yours alone. Leads vs rankings.
Intake or answering service
Your team takes the call. We make sure the call comes.
Personal injury marketing ideas
Ten things we would do first, in this order
Most cost time rather than money. None needs an agency, though we do several of them for clients every month.
Build one strong page per case type you want
Truck, rideshare, motorcycle, premises, wrongful death. Specific facts about each case beat a generic "practice areas" list.
Fix your Google Business Profile before anything else
Primary category, services, hours, photos of your real office. It is free and it decides much of your map pack visibility.
Turn intake questions into articles
The questions people ask your intake team are the searches they make. Answer them in general terms, within the line between information and advice.
Ask for reviews at the right moment, the right way
When a client is satisfied and the case allows it. No incentives, no filtering who gets asked. Check your state's rules on testimonials.
Give every attorney a real bio page
Bar admissions, years in practice, the cases they handle. People hire a lawyer, not a logo.
Write Spanish pages only if you can take the call in Spanish
Translation without bilingual intake creates contacts you can't serve. With it, a well-written Spanish page set can open a market.
Show up in your community for real
Sponsorships, safety events, local scholarships. Done for real, they also earn local links. Done as link schemes, they are worthless.
Stay in touch with former clients
An occasional note or newsletter. Communications to people you have a prior professional relationship with sit differently under Rule 7.3, but check your state.
Track how every signed case found you
A "how did you hear about us" field in your case management, filled in on every intake. It is the cheapest marketing tool there is.
Write down what you won't do
No "best lawyer" claims, no guaranteed outcomes, no stock-photo "clients". It protects your license and reads better.
Budgeting backward from a signed case
The most useful budgeting question for an injury firm is not "what percentage of revenue" but "what can we afford to pay for one more signed case of this type". Start with an average fee for the case type, decide what share of it you are willing to spend to acquire the case, and that is your ceiling per signed case. Every channel then has to come in under it.
An example, with made-up numbers to show the method: if a typical auto case in your practice brings a $9,000 fee and you will spend up to 20% of the fee to sign it, your ceiling is $1,800 per signed case. A channel that costs $12,000 a month has to sign at least seven of those cases to stay under the ceiling. An SEO package at $235 a month needs far fewer, though it takes months to start producing. Run your own numbers in the cost per signed case calculator.
Personal injury SEO is usually the first line in that plan because it is the cheapest per case once it works, and it supports everything else you run. The details of how we do it for injury firms are on the personal injury lawyer SEO page.
Personal injury law firm / Texas, major metro
Case result / Golden package / January to May 2025
A Texas injury firm reaches the map pack top 3 in five months
- qualified case inquiries
- +500%
- qualified case inquiries
- in the local map pack
- Top 3
- in the local map pack
- organic traffic from relevant local searches
- +350%
- organic traffic from relevant local searches
The firm already had 45 to 50 inquiries a week and still lost the map pack to bigger multi-practice firms. The work: a local audit, geo-targeted case-type pages with local schema, citation cleanup across legal directories, authority links and a review process.
Pricing / month to month
Search packages for the plan
The core of a search-led marketing plan for an injury firm. Pair any package with a content plan below, or run content on its own.
Not sure which tier fits your market? Ask in the free review
- Exit 1 Silver
$125/mo
or $140 for a one-time campaign
A solo or two-lawyer firm in a smaller county, a few case types.
In every package
- Google Business Profile optimizationCategories, services, photos and posts set up for injury searches.
- Citation building and cleanupYour firm's details made consistent across legal and local directories.
- Review-generation workA review request process that fits Google's policy and your bar's rules.
Links each month
- 10 guest posts (DA 20+)Articles placed through real outreach on other websites, each linking to your site.
- 10 Web 2.0 links (DA 50+)Link assets we publish on high-authority publishing platforms, pointing to your site.
- 3,000 amplification linksSecond-tier links that point at your guest posts and Web 2.0 pages (not at your site) to strengthen and index them.
Also
- 10 target keywords, standard research
- 1 domain
- First links live in 10-12 days
- Exit 2 Golden
$235/mo
or $260 for a one-time campaign
One office in a metro, competing for the map pack. The Texas firm in our case results ran this tier.
In every package
- Google Business Profile optimizationCategories, services, photos and posts set up for injury searches.
- Citation building and cleanupYour firm's details made consistent across legal and local directories.
- Review-generation workA review request process that fits Google's policy and your bar's rules.
Links each month
- 20 guest posts (DA 20+)Articles placed through real outreach on other websites, each linking to your site.
- 20 Web 2.0 links (DA 50+)Link assets we publish on high-authority publishing platforms, pointing to your site.
- 5,000 amplification linksSecond-tier links that point at your guest posts and Web 2.0 pages (not at your site) to strengthen and index them.
Also
- 20 target keywords, in-depth research
- 1 domain
- On-page audit and content gap report
- Premium indexing
- First links live in 12-14 days
- Exit 3 PlatinumBest value
$325/mo
or $380 for a one-time campaign
Several case types across a few counties, or a second office or site, and you want to see what the leading firm is doing.
In every package
- Google Business Profile optimizationCategories, services, photos and posts set up for injury searches.
- Citation building and cleanupYour firm's details made consistent across legal and local directories.
- Review-generation workA review request process that fits Google's policy and your bar's rules.
Links each month
- 30 guest posts (DA 20+)Articles placed through real outreach on other websites, each linking to your site.
- 30 Web 2.0 links (DA 50+)Link assets we publish on high-authority publishing platforms, pointing to your site.
- 10,000 amplification linksSecond-tier links that point at your guest posts and Web 2.0 pages (not at your site) to strengthen and index them.
Also
- 40 target keywords, in-depth research
- 2 domains
- On-page audit and content gap report
- Premium indexing
- Competitor spy: what the leading firm does
- First links live in 14-16 days
- Exit 4 Titanium
$575/mo
or $620 for a one-time campaign
Multi-office firms, the largest metros, or an older domain whose link profile needs a toxic link check.
In every package
- Google Business Profile optimizationCategories, services, photos and posts set up for injury searches.
- Citation building and cleanupYour firm's details made consistent across legal and local directories.
- Review-generation workA review request process that fits Google's policy and your bar's rules.
Links each month
- 50 guest posts (DA 20+)Articles placed through real outreach on other websites, each linking to your site.
- 50 Web 2.0 links (DA 50+)Link assets we publish on high-authority publishing platforms, pointing to your site.
- 20,000 amplification linksSecond-tier links that point at your guest posts and Web 2.0 pages (not at your site) to strengthen and index them.
Also
- 100 target keywords, in-depth research
- 4 domains
- On-page audit and content gap report
- Premium indexing
- Competitor spy: what the leading firm does
- Toxic link check
- First links live in 16-18 days
Month to month, cancel anytime
Monthly report with every live URL, target URL and anchor text
Content written to ABA Model Rules 7.1 to 7.3 (your state on request)
You keep the domain, the Google Business Profile and every page we write
"They did not oversell, they gave me realistic expectations and the results came right when they said they would."
Prices in US dollars. Need more pages, cities or offices than a tier covers? Ask for a custom quote. Content plans, websites and package details: pricing. Prefer to talk first? Request a consult.
Content writing / monthly plans
Content for the marketing plan
The articles and case-type pages in this plan come from these monthly writing plans: drafted for injury firms, kept general where a page could read like advice, and approved by your lawyers before they go live.
Click a price to request that plan. Plans pair with any SEO package or run on their own.
FAQ
Personal injury marketing questions
How do you market a personal injury law firm?
Start where injured people look: search. Make sure your firm ranks for the case types and places you want and appears in the map pack. Then make the site and intake easy to use, collect real reviews within your bar's rules, keep referral relationships warm, and measure every channel by cost per signed case. Paid advertising can add reach and speed on top of that base.
What is the 80/20 rule for lawyers?
It is the Pareto idea applied to a practice: a minority of clients, case types or sources tend to produce most of the fees. For marketing it is a useful prompt rather than a law. Find which case types and which channels actually produce your signed cases and fees, then put more of the budget there. Your intake records will tell you more than any rule of thumb.
How much should a personal injury firm spend on marketing?
There is no honest universal number. Work backward instead: what a signed case is worth to you in fees, how many more cases you can handle, and what each channel costs per signed case. That gives you a ceiling per case and a budget that follows from it. Our SEO packages are $125 to $575 a month, which is small next to most paid channels.
What does a personal injury marketing agency do?
It brings the firm cases it can sign at a cost that leaves room in the fee. In practice that is some mix of search (rankings and the map pack), paid ads, TV or billboards, content, the website, reviews and referral relationships, measured by signed cases. A good one tells you which channel is paying and which is not. We cover search, content, websites and reviews, and we tell you how the rest compare.
Do you manage social media, TV or Google Ads?
No. We do SEO, content writing, websites (from $400) and reputation management (custom quote). We would rather do those well than sell you a full-service retainer. If you run ads or TV through someone else, we make sure search catches the people they send to Google.
Who writes the content, and who approves it?
Our writers draft it for injury firms specifically, to ABA Model Rules 7.1 to 7.3 by default and to your state rules on request. Your firm reviews and approves every page before it goes live, because your firm is responsible for its own advertising. Nothing we write is legal advice, and we keep it general where a page could read like advice.
Next exit: a free SEO case review
Tell us the case types you want and the counties you take them from. A written review lands in your inbox by the next business day: where you stand, who holds the map pack and page one, and the first three things we would change. No call unless you ask for one.