By Anna Johansson • November 09, 2018•Careers
The television show Better Call Saul may play on all the most egregious stereotypes of the personal injury lawyers, but isn’t there always some truth behind the stereotype? The fact is, some personal injury lawyers can be aggressive in their marketing tactics, and it’s a red flag that something is amiss, and savvy potential clients know to steer clear. Still, if you’re going to stand out from other personal injury firms, you need to show that you’re different from other firms. You need a strong brand.
Establishing Your USP
Marketing’s basic premise is that, in order to attract clients, you need to have a unique selling proposition (USP). That might mean making an effort to create a personal connection during every interaction, offering top-notch customer service, or promoting your qualifications and professional outcomes.
As a personal injury firm, your experience and examples of prior cases are often at the heart of your USP, so put them front and center on your homepage. That’s how Legler, Flynn, Murphy, and Battaglia set their firm apart. A quick look at their firm’s website and clients know they have over 30 years of experience, are Better Business Bureau accredited, and have been named among the top 100 trial lawyers by The National Trial Lawyers. Developing a content-rich homepage is a great way to boost your status in the eyes of potential clients.
Stand On Your Ideas
Another key element of strong branding in the personal injury niche is the ability to act as a thought leader. That means being an expert in your field, developing a practice niche within personal injury law, and being among the first to innovate.
Create robust content for your website – beyond your homepage, with an emphasis on long-form blog posts and resource pages. Your clients should be able to learn relevant information from your website and come away feeling more knowledgeable about their legal concerns.
Diversify Your Firm
It may seem like a minor element, but personal injury law is – well – personal. People may need to talk about sensitive injuries and they want to feel comfortable with their lawyer. One way to ensure more clients will choose your firm, then, is to make sure you have a diverse group of lawyers on staff. Victims actually prefer female personal injury lawyers, for example, but in many cases, they aren’t available. According to the ABA, women are only lead counsel on 24% of civil cases, which is why diversifying can act as a powerful draw for clients. This also applies across race, age, and other demographic categories.
Know The Rules
Whatever strategies you choose to promote your personal injury firm, it’s important that you understand the laws and regulations that apply to legal advertising. Like any other business, lawyers need to be sure not to make false claims. Since the Supreme Court lifted commercial speech bans on lawyers almost 40 years ago, lawyers have been held to something of an honor code regarding their promotional materials. In other words, they only face censure based on public complaints. When proven, though, those complaints can cause a lawyer to be disbarred, so keep your claims clean.
With so many personal injury lawyers advertising their services, you want to stand out for all the right reasons. So skip the Better Call Saul-esque billboards and catchy phone numbers and focus on the facts. If you perform better and have more experience than your competitors, you’re going to come out on top.