Personal Injury Lawyer Marketing
I’m the one you hire when “good” results aren’t good enough
Before launching any campaign, I dig DEEP to find out how your ideal clients think: what their deep-seated pain points, desires, hesitations and motivations are. And what they’re actually looking for in a lawyer.
Then I use those insights to craft an effective ad strategy. And messaging that makes them think:
“FINALLY. A lawyer who gets me.”
The result?
✅ More qualified leads
✅ Less wasted ad spend
✅ More high-value signed cases for your PI firm
You may have heard me on….
Now I don’t wanna trash talk other personal injury lawyer marketers…
But let’s put it this way:
Most of them do a great job at optimizing law firm websites for SEO. But ranking doesn’t automatically mean signed cases.
(And what’s the point of ranking on page one if 99% of those clicks don’t turn into clients?)
Many agencies are built around SEO and traffic generation — not direct-response copywriting or deep voice-of-client research. So instead of starting with how real clients think, feel and make decisions, they often:
reuse the same landing page templates across firms
copy what competitors are doing
or focus more on keywords than on persuasion
That can still bring in leads…
But a lot of them won’t be highly qualified. Others will end up choosing a competitor because they aren’t convinced that your firm is the best. And some of your ad budget will go toward clicks that were never likely to convert in the first place.
Bottom line?
Doing the VOC research is crucial if you want to get the best results from your digital marketing.
The VOC research helps me find out what your ideal client is thinking when they land on the page… and what they need to know in order to take action (aka fill out that form)
You know more than anyone…
When people are looking for a personal injury lawyer, they’re feeling a flurry of emotions. Anger over what happened to them. Grief over losing a loved one. And confusion over what to do next.
So when they land on your website, they don’t need to know how many years of experience you have. Or the billions in dollars that you’ve gotten for other clients. They need to know that you understand what they’re going through. And you’re going to help them get through this difficult time.
There’s a good chance they have a lot of questions too. Like…
Who are you? And how can you help me?
How is your PI firm different from the thousands of others out there?
Do I have a case?
What type of settlement can I expect?
How does the process work if I hire you?
The VOC research will help me find out the exact questions that your ideal client has. How to answer them in a way that makes them feel gut-level understood. And how we can position your firm as THE best personal injury law firm for them.
I’ll conduct in-depth research that will help me find out your ideal client’s:
Deep-seated pain points (the things that are keeping them up at 3AM) PLUS the problems that those pain points are causing
Ultimate dream state (what a perfect world would look like to them if they won the lawsuit)
Hesitations (the things holding them back from filing a lawsuit)
Motivations (the things that motivate them to take action)
False beliefs that might hold them back from taking the next step
Law firm criteria (what they look for in a lawyer… what would make them pick up the phone and what would make them say “no thanks”)
… And so much more.
Then I’ll analyze the research to extract the main findings. Pulling out the “sticky” words and phrases (which could become headlines or crossheads on the landing page).
Once the research is done, I’ll know what type of marketing strategy will be most effective. And how to craft HUMAN-first copy that will:
Resonate with the right prospects
Get them scrambling to fill out that form
And snatch up the phone the second your intake team calls
Your landing page should read like a natural conversation between two good friends
Good copy connects with the reader. It draws them in (so they want to keep reading). It makes them feel something.
But it’s not just what we say that matters… when we say it is just as important.
The messages should be organized based on:
a) what your ideal client is thinking when they land on the page
AND
b) the things that matter most for them to take action
Sooo if the VOC research tells us that your clients’ #1 motivator is making sure that their family is taken care of… then we lead with that in the headline.
Think about it this way:
If your client were a good friend and you were sitting down with them at a bar over drinks, what questions would they ask? And how would you answer them?
Before writing a landing page, I start by writing out those questions and how that conversation might go. That becomes the messaging hierarchy (the structure of the page).
Once I’m done writing the copy, I do the “barstool test.” Read the copy aloud and hear how it sounds. If it doesn’t sound like something one might say to a good friend over drinks, I cut it out (or change it until it does).
I use behavioral psychology to craft persuasive messaging that (yup you guessed it) motivates your ideal client to take action
The copy I write isn’t stuffed with unnatural-sounding keywords or legal jargon. And it’s not based on what your competitors are doing. Or what “sounds good.”
It’s grounded in psychological techniques and direct response best practices. Like…
The Rule of One
Future pacing
Serial positioning
“BYAF” (“but you are free”)
The “so what” technique
Textural descriptions
Storytelling
Emotional triggers
…And so much more.
In other words, every word is carefully crafted. And designed to motivate your ideal client to take action.
Introducing….
The YES Funnel™
My proprietary 9-step framework that helps personal injury law firms turn clicks into signed cases.
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I start every project by interviewing you, along with other members of your team (like your intake staff, since they’re the ones who speak with clients every day).
This helps me to better understand your law firm, unique differentiators and how to position your PI firm as the very best solution to your clients’ needs.
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Next, I conduct in-depth voice-of-client research. This might include:
Interviewing a few of your ideal clients
Checking out Reddit forums where your audience hangs out
Listening in on intake call recordings (if possible)
Reviewing competitor testimonials
Sending a survey to your email list (if you have one)
… And more.
I’ll dig deep until I have a crystal-clear picture of WHO your ideal client is: what’s keeping them up at 3AM… what’s holding them back from taking action… and what finally makes them say “Ok I need a lawyer.”
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Then I analyze the research to extract the main findings. Pulling out the “sticky” words and phrases (these could become headlines or crossheads on the landing page).
Once the research is done, I know what type of marketing strategy will be most effective. And how to craft HUMAN-first copy that will:
Resonate with the right prospects
Get them scrambling to fill out that form
And pick up the phone when your intake team calls
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Next, I pull all the messaging together into comprehensive messaging docs:
One defines your ideal client (their pain points, desires, objections, and what inspires them to take action)
The other outlines your firm’s unique positioning (how you solve their problem, how your firm is different, and what to say to build trust and drive conversions)
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Research insights in hand, I’ll map out your lead gen funnel and the most effective ad strategy for your PI firm.
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Before writing a single line of copy, I’ll plan out the messaging hierarchy of the landing page (what to say… and when to say it).
My goal is for the copy to sound like a real-life conversation between you and a good friend.
Because if your client sees you as a friend… they’re *much* more likely to hire you.
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Many agencies design the landing page before writing the copy. Or rely on premade templates.
But here’s the problem with that:
When you start with the design, the messaging gets boxed in. You end up limited with what you can say and how to say it.
My team and I take the opposite approach: The copy leads the design. Always.
Once the copy is finalized, we design the page around it. Using proven UX principles to build trust and guide the reader to action.
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Launch time! Once your ad campaign is up and running, we’ll keep a close eye on what’s working (and what’s not). Tracking key metrics like:
CPC
CTR
Conversion rate
Time on page
Qualification rate (percentage of qualified leads)
And most importantly… CAC and ROAS.
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Once the campaign has been live for a few weeks (and we have a baseline of data to go off of), we’ll start running A/B tests. Testing out every aspect of the campaign:
Headline copy
Ad copy (and positioning)
Form questions (and length)
Hero section layout
…And more.
Then we’ll analyze the data and determine how to bring in the most amount of qualified leads… for the least amount of money.
“We had used one marketing vendor and our own skills to attempt to generate a steady flow of a certain kind of lead. We were fairly unsuccessful. The vendor charged us almost $20,000 and delivered one lead.
Our own efforts were more successful by far, but not consistent. Mary is very deliberate, professional, and methodical in her process. That process delivered unbelievable results for us where everything else had failed.
Mary got us results beyond what anyone else could deliver and beyond our business's capacity to keep up; and that's just on the trial budget.
We have more leads and more conversions than we'd frankly dreamed possible. I had a discussion with my partner today about expanding our hiring and taking on debt to meet the extra business.
We signed about 15 new cases in one month. A great result would have been 3. A fantastic result would have been 5. These results are on track to change our business completely.”
-Tom Kayes, Civil Rights Attorney
But don’t take my word for it…
hear it from my client, Tom
I’m Mary by the way! Conversion copywriter and head paid ads strategist
I also have…
6 certifications in conversion copywriting
Hundreds of hours of marketing training
Been working in marketing for 8+ years
Helped countless law firms bring in more qualified leads and signed cases with paid ads
Translation: I’m not guessing what might work. I’ve spent years studying, testing, and refining what actually drives results for PI law firms.
But I’ll admit: I can’t do everything. Which is why I partner with a team of media buyers who help out with the design and implementation of your paid ads campaign. Together, we make a pretty powerful team.
Other marketers obsess over clicks and conversions…
I care about one thing and one thing only: your ROAS
Ok, that’s a lie. I also care about your ROI — but that’s harder to calculate.
Still, I want to make sure that your team doesn’t spend too long on the intake process (which is why we pre-qualify the leads).
To make sure things are headed in the right direction, I’ll check in with your team and review the form data on a weekly basis to see how the lead quality has been. How long the pre-filing investigation phase is taking. And what percentage of leads are turning into signed cases.
Oh and there’s one more thing you should know…
I’m always testing and optimizing to make sure you aren’t leaving any signed cases on the table
Many other personal injury lawyer marketing agencies let your campaigns run more or less on autopilot. Making small tweaks here and there but not really testing and optimizing.
My team and I do things a little differently. Always testing different elements of your campaign. To see how we can bring in more signed cases for your firm. Here are a few things we test:
Ad copy (and position of ad copy)
Form length
Keyword variations (broad match, phrase match or exact match)
Audience targeting
Ad extensions (like sitelinks, callouts, structured snippets)
Bidding strategies (ie: manual CPA vs target CPA vs max conversions)
Type of language to use (emotional? logical? )
For example…
With one client, I found that just pinning one of the headlines of the ad copy so that it appeared first resulted in a lower click-through rate… but more conversions (form fills) because the traffic was more qualified.
In addition to the quantitative data, I look at the qualitative data coming in. Reviewing the form responses, along with the recorded intake calls (if possible) and use that to optimize the ad strategy and messaging.
You’ll get direct access to strategists
(no account managers or middlemen)
If we partner together, you won’t be passed off to a junior rep. Or left waiting days for a reply. You’ll work directly with me (Mary) and my media buyer partners — the brains behind the campaign.
If you have a question, you’ll hear back within one business day (or less).
A quick breakdown of why you should choose me (and my team) over all the other personal injury lawyer marketing agencies
Other Agencies
😱 Skip the VOC research (or do the bare minimum)
😱 Optimize copy for SEO, not conversions
😱 Care most about vanity metrics like CTR and CPC
😱 Let your campaigns run on autopilot (more or less)
😱 Make you communicate with project managers or account managers (so you rarely speak with the actual strategists working on your campaign)
Us
😊 Conduct extensive voice-of-client research so that the messaging and ad strategy is based on facts, not guesswork
😊 Optimize for SEO *and* conversions
😊 Care most about your CAC and ROAS
😊 Are always testing and optimizing for lead quality and signed cases
😊 Don’t have account managers, so you’ll communicate directly with the people working on your campaign (me and my team)
So… are you ready to (finally) partner with a personal injury lawyer marketing agency that actually gives a damn about your firm’s success?
If so, please fill out the form below and I’ll be in touch within 24 hours!