How Personal Injury Lawyers Lose Leads by Not Applying the Content Marketing Funnel
Running a personal injury law firm is tough. It’s a crowded and extremely competitive market to get PI cases. You can pay for leads by sinking more budget into advertising but the cost per case keeps going up year over year.
The more affordable (and sustainable) option is to invest in the long-term benefits of organic traffic through content marketing. You can help your firm stand out from the crowd, attract new leads, and generate more business with high-quality content.
You can’t just write whatever you want and publish it on your site though. If that’s your current strategy, you’re leaving a lot of money on the table. To get the most value out of your content marketing budget, you’ll want to map your editorial calendar out using the content marketing funnel framework.
What is the Content Marketing Funnel?
The content marketing funnel is a model that visualizes the journey that people take from the moment they become aware of a problem they want to solve all the way to when they become customers or clients of a business.
There are three primary phases in the standard model of the marketing funnel. Large groups of prospective leads enter at the top and a small fraction make it through to the bottom to become clients or customers. Businesses use this framework to create content designed to encourage people to keep moving through each stage of the funnel.
Like most models, they work in theory but don’t always map one-to-one in the real world — especially when we try to apply them to personal injury marketing.
Marketing Funnel Phases for Personal Injury
Personal injury law firms don’t have the luxury of attracting people to them the same way most businesses do. For a person to become a prospective lead for an injury case, a lot of criteria need to be met that aren’t all that easy to predict.
In the awareness phase, people are unaware of your firm and how you can help them. However, that doesn’t mean they are unaware they have a problem. Once someone gets injured, the first thing that pops into their mind isn’t your firm.
Someone who’s recently been injured could also fall into this phase of the funnel. They may be aware that they can get help recovering lost wages, medical costs, etc. but aren’t aware your firm exists. People in this stage usually start to search for answers and become aware of their options.
This can also apply to people who have been injured but aren’t aware that they may be entitled to compensation. They start by searching for answers about the chest pain they’re experiencing and if it might be related to the recent car accident they were in a few days ago. Creating content aimed at people in this situation will help educate them on their options and how a firm like yours can help. This leads them into the next step: the evaluation phase.
Goal: Create top-of-mind awareness that your firm exists and what it does.
How: Create educational content with wide applications that can rank on Google and be interesting enough to warrant sharing/promoting on social media.
Content Types for the Awareness Phase
- Blog posts
- Social media posts
- Radio & TV ads
During the evaluation phase, people have moved to what we call the middle of the funnel. These are people who are injured (or know someone who is) are trying to determine whether they need a personal injury lawyer and if so, whether or not you’re the right one to retain.
It’s important that you focus on building trust with people here by continuing to be helpful without being pushy. This doesn’t mean you can’t sell yourself and make a case for why your firm is worthy of their case.
We’re trying to get people to take the next step and actually contact your firm (whether that be via a form, chat, or phone). With that in mind, the content should remain educational and inviting but can also benefit from examples of how you’ve helped clients just like them in the past.
Goal: Establish expertise and build trust.
How: Build trust with testimonials, case results, and highlighting reviews.
Content Types for the Evaluation Phase
- Case results
- Explainer video that walks people through the process
In personal injury marketing, this is where someone is ready to make the decision whether or not to contact you for a consultation or retain you or your firm.
Ways to Convert: For consultations, this means having clear call-to-action buttons and paths the visitor can take to contact you, such as a click-to-call button, a contact form, or live chat.
Following Up: The same paths for consultations work for retainers as well. However, you can increase your signed case rate by taking additional steps to interact with leads that have already reached out for a consultation. This is where a lot of injury firms leave cases on the table by not implementing any sort of lead nurturing process or outsourcing intake.
Let’s say someone has contacted your firm for a consultation but an attorney wasn’t available to take their call at the moment. What’s your process look like to get back in touch with them? Do you only try them by phone and email? Try text messaging and see if that doesn’t increase your rate of signed cases.
Goal: Get people to contact you for a consultation or sign you as their counsel of record.
How: Make it easy for them to get a hold of you.
Tip: Talk to your current or previous clients. How did they discover you? What did you do to convince them to become your client? When you create content, think about what will be most helpful to the client.
Content Types for the Conversion Phase
- Click to call buttons
- Live chat
- Contact forms
- Call to action buttons