Case Study: Lead Generation for Personal Injury Lawyers

Using Google Adwords as a lead generation tool is a fantastic way to grow your law firm, as most people will use the internet to look up local law firms and attorneys. Here is a detailed look at how we help local lawyers with lead generation.

A couple of background points:

Google Search Likelihood: High
Decision Making Process: Moderate
Key Selling Points: No fees up front, success winning large settlements, experience, personalized attention
Competition Index: High
Invoice Range: $3k-$10k+

Characteristics of an Ideal Fit For PPC Advertising:

Good existing website with lots of useable content
Personal Injury (PI) is the firm’s singular (or at least main) focus
Highly experienced
Evidence of large settlements won
Strong affiliations, memberships, credentials
Strong community involvement

Who are the best potential leads?

Prospective clients have generally been involved in some kind of accident or an otherwise traumatic experience that led to unexpected injury (or worse), potentially as a result of negligence on another party.
Buyers are likely angry, nervous, scared and unsure of what their options are.
In most cases, this is one of several items weighing on their mind.
Prospective clients will likely have a lot of questions as well, which combined with their mental state will require the firm to be very patient.
Prospective clients are likely to choose to call firms that portray their experience, speed, personalized service and history of success.

Who is not a great target audience?

Anyone without a legitimate case
These will be weeded out quickly based on preliminary evaluation

Geographic Targeting:

Typical radius: 15-25 miles, depending on population density and competion

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Case Study Metrics:

Average conversion rate for lead generation is 10%
Client is using our landing page (LP). Other clients in our portfolio not using our LPs have a much lower conversion rate.
GOAL: 20% Conversion Rate
PERFORMANCE: 40%+ Conversion rate over the last 90 days
Proven Results:
- Increased conversions by 55% in the most recent 90 days compared to the first 90 days of management
- Decreased CPA by 22% over the last 90 days

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Recommended Campaign Focus:

General – Search
– Best personal injury lawyer / attorney / law firm
Case Specific – Search
- Auto accident attorney
- Slip and fall attorney
- Dog bite attorney
Display – recommended for brand awareness and brand building
Keep in mind: Prospective clients will often make a decision based on how familiar they are already with the law firm. Multi-channel advertisers are often the most successful.

Recommended Media Budget:

$3,000/mo recommended, $1000/mo minimum
Can scale based on geography/volume

Best Practices:

Answer the phone every time – missed calls = missed opportunity
Respond to email inquiries within 30 minutes max and consider offering an auto-response informational piece via email
Goal of each call: 1-on-1 consultation
Promote urgency: the longer a client waits, the less they’re likely able to collect.
Promote experience: you’re not speaking to a paralegal or other administrative assistant – the consult is with a lawyer
Avoid having to get back to the prospect – they will move on