Internet Online Search Marketing for Law Firms

Generating Personal Injury Case Referrals from the Internet

Claiming compensation for personal injury. A well known topic by all, even those not in the legal industry.

I remember what a shock we got when we took on our first solicitor firm who specialised in personal injury.

They wanted (as all our clients do) to generate enquiries / referrals from the Internet for people wanting to claim personal injury compensation.

It wasn't the client company that gave us the shock it was the initial research and the subsequent experience we had conducting their campaign.

What do I mean by this? One word, competitive.

Very very very competitive in fact.

Our initial research indicated that using Google Adwords and the pay per click marketing system we would be spending around the £5-10 per click mark. Quite a lot compared to other legal service areas but it's all relative when you think how much you pay in referral fees for such clients.

Even having said that £5-£10 seems quite harsh, but we did the projection and the business case was there. There was enough margin in it for the client to make it viable so we launched the campaign.

After we'd got some data in, in fact we were spot on with the projection, £8.64 was the average cost per click and we tweak the clients site to the point were it was converting at about 4.8%, so the enquiries were being generated for every £172 invested, not bad.

The campaign is now paused until we know the true results (we all know how long the cycle can take). We don't want to soldier on and then end up with a bunch of enquiries that brought in no business.

This is what online marketing is all about test, measure, tweak, improve. But it's important that campaigns be given enough time for the tweaks that are made along the way to take effect.

Once we get the financial results back, we'll be able to determine exactly which keywords generated those enquiries that turned into business and focus phase two on those.

My feeling is that we'll probably end up taking the most effective keywords and putting them into an organic search engine optimisation campaign, so the client can have a predictable investment each month and doesn't then have to keep upping their budget if they want more business.

Chris Coney
Upright Solution

Labels: email marketing, pay per click, personal injury, search engine optimisation

posted by Chris Coney BSc at 14:27