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How Can Personal Injury Lawyers in Australia Win the Online Marketing Battle?

Consideration was given for the editing and publication of this post.

Law firms with the most knowledge and experience will be most successful right?

Wrong! In the technology-driven world of today, being the best personal injury lawyer is no longer enough. Newly founded practices and small to mid-sized firms who have yet to adapt to online marketing are feeling the pressure from those that have.

Modern day advertising can be costly, time-consuming and is no longer about placing ads. Gone are the days when an advert in the yellow pages will suffice. So what can you do?

To win the battle, regardless of whether you're going to do it in-house or hire a digital agency to do it for you, you need to understand how online advertising works.

There are too many lawyers out there wasting thousands of dollars a month with agencies and getting little to no return on their investment. A large number of the so-called marketing companies out there will basically take your money and run.

In this article, I'm not going to teach you how to do it by yourself, but what I will do is list the 5 most important steps to follow if you want to take your firm's online presence to the next level.

In this article I’m going to cover: 

1 Where to begin if you're going to do it in-house

2 The benefits of doing it yourself

3 Tools that can help you

4 What to look for in an agency

5 Other alternatives

Where to begin if you're going to do it in-house

The best place to start learning about online advertising is, you guessed it, online. At the time of writing this article, there are over 1billion different websites online.

Search engines are constantly working to sift through every one of the 1 billion websites to place them in order. Their goal is to put the most informative and reputable websites on or closest to the first page. Page one of Google is pretty much a modern day university for any personal injury lawyer who wants to learn about taking their business online.

Once you start learning, you will find that you keep seeing the same websites over and again. Backlinko, Mathew Woodward and Neil Patel run some of the best blogs to help you crack the world wide web. 

The advantages of doing it yourself 

By doing it in-house, you could save yourself several thousands of dollars a month. Not only will you save yourself a fortune, you will be in full control of your law firms marketing campaign. 

Another advantage of understanding how it all works is, if you do choose to let an agency do the work on your behalf, you will know whether you are being taken for a ride or not. 

Tools that can help you 

There are many tools out there that can assist you, however, the first ones you will need to get yourself familiar with are Google search console and Google analytics. Both these tools are completely free and will be your go-to place to check your law firms website stats and performance. 

There are also some tools out there that will let you spy on your rival personal injury lawyers keywords and give you insights on how to get ahead of them in the searches them. However, these types of premium tools such as SEMRUSH come at a cost. 

What to look for in an agency 

If you decide to let someone do the marketing on your firm's behalf, there are a couple of things you will want to take into consideration before you sign any paperwork. 

First of all, make sure they are located in the same country as you or at least speak the same language. The reason for this is that the most important part of search engine optimisation is writing, and not just any old writing, it should be exceptional. 

Secondly, conduct some serious research on any prospective company because outsourcing your companies web work isn't cheap. Ask any candidates to show you in great detail how their service has benefited other people like you.

Advertising is a cut-throat industry with no guarantees, so it pays to do your research.

Other alternatives 

If hiring an agency is out the question, don't despair as there are other options your business can use to acquire customers. These include: 


This method of customer acquisition can be an efficient and cost-effective option for any personal injury lawyer as referrals are usually leads which have been confirmed by the referral company.

However, one thing to consider as to protect your law firms reputation is, where the leads have been generated, and have they been sourced in the right manner?

Please beware that many of the case referral companies out there use overseas telemarketing companies to generate leads for them, often illegally. 

Network, Network and Network 

How many times has somebody called your practice asking for assistance with a legal matter that doesn't fit your criteria? Well, this happens to other solicitors too.

Reach out to all the solicitors in your area that practice in a different area of law and make an agreement with them to help each other out. 

Like it or not but in 2018 marketing has become as, if not more important than your core business. In this digital era we are in, the way that practices connect with customers is ever changing. 

Your law firm may be losing the digital battle, but you can still win the online war! 

About the author 

Liam Millner is the Managing Director of Australian Accident Helpline, a company that manages a national panel of personal injury lawyers.