How to Market a Personal Injury Practice
A personal injury lawyer is a lawyer who practices a special branch of law, known as tort law, by legally representing those who claim to have been injured physically or psychologically, as a result of negligence or wrongdoing of another person, company, government agency, or an entity. While it’s true that a personal injury lawyer can also practice any field of law, they are more likely to handle cases that fall under tort law, which includes work injuries, automobile and other accidents, defective products, medical mistakes, and slip-and-fall accidents.
When we look at the service market of law firms that offer tort law assistance, it is usually the well-established firms that have an edge in the market compared to the smaller firms; therefore, it is crucial for small law firms to find their own niches in tort law so they, too can attain an advantage over the bigger firms in their own unique service.
A small law firm must look for ways to find leverage over the big firms, and an effective way is to specialize in a specific case under the tort law, such as brain injuries, mesothelioma, motor accidents, birth injuries, etc., any of which when a practicing tort lawyer gains that specialized expertise has already found a niche in the tightly competitive practice of tort law.
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By creating a website that highlights the field of expertise of your small law firm in a specific case under tort law, an example is brain injury or mesothelioma cases, searchers who identify on these cases will certainly be one of your website’s viewers, and when more searchers are building up in your firm’s website, this is helping your firm to gain a better ranking in the search engine, which in turn will eventually increase your firm’s market presence online.
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To market further the small firm’s personal injury practice, it should apply public relations, through press releases, articles, broadcast interview placements, and presentations, such that by doing this, your firm is actually positioning itself as an authority in the specialized field of practice in personal injury or tort law practice. At the same time, the articles, video presentations can also be used as fodder in the firm’s website content, which can add up to the search engine optimization as new contents.
Another area where your firm can promote its special law practice is through sponsorship of causes and organizations that have some relevance to your area of focus or, instead, your firm can organize an event or make an advocacy campaign that can draw attention to relevant issue that can link to your firm’s line of specialization, such that, by making this possible, your firm is already promoting its law practice into the competitive law market. This indirect form of marketing your law firm is not only advertising it but, at the same time, is establishing goodwill between your firm and the prospective clients.