Personal Injury Attorney Marketing: Niches to Riches

Often, when attorneys are asked what type of personal injury cases they will take they answer with a rather tongue in cheek, “whatever pays the most.” Ironically, lawyers who take that attitude may be sabotaging their own income. Instead of accepting any personal injury case that comes through the door, attorneys — even those at small law firms!— should consider practicing in one area or niche of law and should create personal injury attorney marketing campaigns to reflect their concentration.

How to Find the Niche That Can Make You Rich

Consider the different type of work you are doing now, and ask yourself the following questions:

  • What kinds of cases are most profitable?
  • What kinds of cases do I enjoy the most?
  • What types of clients provide me with the most grief?

The answers to these questions should help you focus in on the type of law you enjoy practicing and the type of cases that can make your small law firm profitable.

How to Advertise Your Niche in Your Personal Injury Attorney Marketing

Once you identify your niche, you can tailor your law firm marketing materials to that niche. Your website keywords will be more focused, your videos will be easily found, and the clients whom you want to represent will be able to find your website, learn about you, and hire you.

In addition to identifying the types of cases that you want to take, you should also consider creating a geographic niche. What cities or counties are you willing to work in, and how far are you willing to travel? You are in control of where you are willing to go. Your advertising materials can reflect that, and help you get clients from your preferred locations.

For example, if you are a Florida personal injury lawyer, marketing yourself as a Florida accident attorney is going to result in different types of clients contacting you potentially from all over the state. However, advertising yourself as a Miami medical malpractice lawyer may keep your firm from wasting time on Orlando car accident cases.

To learn more about Great Legal Marketing practices, please read our FREE book and contact an experienced legal marketing consultant at 703.591.9829 to discuss your small law firm marketing plan.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.