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Grow your personal injury practice

Proven strategies to attract personal injury clients

Learn best practices from legal marketing experts

The Martindale-Nolo Legal Marketing Network has over 100 years of experience helping attorneys market and grow their practices, and personal injury is one of the practice areas with the highest demand for our services. This demand comes as no surprise given clients’ demand for personal injury attorneys. According to a 2016 report by IBISWorld, demand for personal injury lawyers exists regardless of the economic climate, and the industry weathered the recession well. Over the five years to 2021, medical malpractice suits will likely become more common as the U.S. population ages.

Personal injury can be an extremely profitable practice area for solo attorneys and small firms. The ABA advises new firms to focus their marketing efforts on a small number of practice areas, and prioritizing personal injury can be an excellent choice. On the page that follows, you’ll find best practices for establishing and growing a personal injury practice. If you want to leverage these and other strategies to attract more clients, we are here to help.

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Understanding your personal injury audience

Educate yourself and your prospects

To market effectively, it is imperative that you understand the needs of your target audience. Personal injury victims often find themselves bogged down with medical concerns in the immediate aftermath of their injuries, and they might not be initially convinced to take legal action. Unlike criminal defendants, they are not forced to find an attorney right away, and if they are considering legal action, they will want to know what kind of damages they can hope to recover. You must familiarize yourself with evolving state tort law, and you must be prepared to answer the following questions your prospects are likely to ask, such as:

  • What types of damages can I sue for?
  • Is there any legal limit to how much I can sue for?
  • Have people with similar injuries sued and won?
  • How much in damages do people in similar cases typically recover?

Contact us regarding injury leads

Generate personal injury leads

Tap into the sources personal injury consumers use to find lawyers

Now that you are ready to answer your prospects’ questions, you need to know how to get personal injury leads. In responses for Martindale-Nolo’s 2016 State of Online Marketing report, over 49% of lawyers cited lead generation—including online directories such as and – as their best performing advertising medium, with search engine optimization (SEO) and search engine marketing (SEM) coming in second and third, respectively. Learn More

Marketing tips & recommendations

Establish your online presence and credibility

Let prospects know you are the right lawyer for them

Over 75% of those seeking legal services start by looking online. Before deciding to retain your services, your prospects will research you and your firm’s qualifications online and on your website. They will more than likely visit other attorneys’ websites as well.

To market your firm effectively, it is imperative to have a professional website and a presence in online directories. If consumers are unable to find credible information on your firm, they will look elsewhere. Creating your online profile

Engage prospects for increased conversion

Learn how to grab their attention right away

Once prospects have taken the step to visit your website, it is important to make sure they have an easy way of contacting you. You can encourage interaction by making use of contact forms, email, live chat, and social media.

One powerful tool for interaction is Text-to-Chat, which allows mobile users to ask questions over text message through an ad extension. With this new service, you can more readily connect with mobile users, and your business will not miss an important marketing opportunity. Read more

PI attorney testimonials

  • “Quality, Quantity, Client Responsiveness – this is what you can expect from Martindale-Nolo. Every attorney should spend their online $s with Martindale-Nolo. Just try it - the money will follow.”

    Ramesh Raghuthaman, Managing Partner D. Miller & Associates, P.L.L.C.
  • “Martindale-Nolo keeps me competitive by providing a highly effective pipeline source that I can adjust to meet my business needs. In just 3 months, I have retained 10 clients out of the 40 referrals they provided! I would particularly recommend Martindale-Nolo's lead generation service to young lawyers starting their practice.”

    Matt Long, Attorney Rowley Chapman & Barney, LTD.
  • “I don’t know what it is, but you guys have the secret sauce and it's getting me a lot more leads. I got over 2x as many leads with Ngage versus my previous chat provider from this head-to-head challenge.”

    Steven E. Altman, Esq., Partner Altman & Altman, LLP
  • “One of the reasons a potential client signed up with our firm was because of the great conversation he had with our live chat team, aka “Ngage.” We believe this will be a great case. Thank you!””

    John Boundas, Partner Williams Kherkher
  • “I have been using Ngage's chat service for over ten years. We have tried other competitors throughout the years, and really, no one matches the quality or customer service of Ngage. They are very reasonably priced, and reliable, which is very important for my law firm. Thank you guys for consistently staying at the top of your game for over a decade of service to my firm.”

    James Murphy, Attorney Murphy Law Firm, LLC

Marketing solutions for personal injury attorneys


Professional profiles

Increase your web visibilityGain exposure to 15 million consumers

Promote your profile

Compelling websites

Build your online credibilityConvert consumers looking to hire an attorney

Upgrade your website

Real-time leads

Accelerate your business growthConnect with consumers who need a lawyer

Increase leads

Live chat services

Convert interested prospectsEngage with your website visitors 24/7

Get live chat

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