Exclusivity is becoming attorney’s best kept secret of 2017!

Personal Injury Advertising is one of the most competitive and expensive fields among all advertising categories. As a matter of fact, the latest statistics from Google AdWords show that the top 5 most expensive keywords are personal injury related, with the #1 keyword – “best mesothelioma lawyer” going for $935.71 per click. The next 4 are “dallas truck accident lawyer” ($425.70), “truck accident lawyer Houston” ($411.04), “louisville car accident lawyer” ($393.79) and “houston 18 wheeler accident lawyer” ($388.79). The list goes on with another 15 personal injury keywords in the top 25.

So, what does Exclusivity mean in advertising?

Exclusive lead distribution models are based on generating new case leads in a particular market area for 1 attorney; which means there is no direct competition when an attorney receives a new case lead. Contrary, in the non-exclusive model, as the name suggests, one lead is passed on to multiple attorneys at the same time. This minimizes any opportunity the attorney has to get the person on the phone or even worse to develop a good attorney-client rapport and retain the claimant.

Why is Exclusivity an attorney’s best chance at a bigger bottom line?

In today’s market and with the level of competitiveness among advertisers (which Google and other mediums have created), it has become harder and harder to find firms that will offer exclusive lead advertising.  Most advertising firms cannot withstand the high cost of doing business in the personal injury field, while still maintaining a competitive Cost per Call for attorneys. More and more advertisers have therefore turned to the non-exclusive model, which keeps the attorney’s Cost per Call lower while still ultimately paying the same to the advertiser. The downsides to the attorney, however are insurmountable. What initially seems like a “better cost” for the attorney ends up costing the firm way more in call intake, time spend competing for every call and lower conversion rates from call to case. Here is a quick example of how the two models work.

Exclusive Calls, Better Quality = Higher Return on your Investment!

Exclusive leads (avg rates per lead)

10 x $300 = $3000 x 20% (avg conversion) => 2 new cases

– no competition, more time spent on the larger cases


 Non-exclusive leads (avg rates per lead)

10 x $100 = $1000 x 5% (20% / 4 attorneys taking the call at the same time) => NO new cases

40 x $100 = $4000 x 5% => 2 new cases

Increase in truck accidents across nation's highways
New research suggests that older commercial truck drivers may be causing danger on the highways.
According to a recent CBS News article, the American trucking industry is struggling with a shortage of drivers. In an effort to compensate, many companies are recruiting retired truck drivers. Ten percent of commercial truck drivers are 65 years old, or older. According to CBS News correspondent Kris Van Cleave, the rules of the roads have not kept up with the times, raising the question:

Is more screening needed for commercial drivers?

  • In the summer of 2009, a semi driven by a 76-year-old rolled on top of three cars, killing ten people.
  • More recently, on Aug. 19 in Newark, New Jersey, a bus was T-boned by another N.J. Transit bus driven by a 70-year-old, killing two people.
  • A couple days later, on Aug. 25, a truck hauling stones driven by a 74-year-old slammed into traffic in a construction zone in Binghamton, New York, injuring ten people.

A CBS News analysis of crash data reveals that in just the last three years, 19 percent increase in accidents involving commercial truck and bus drivers in their 70s, 80s, and 90s. From 2013 to 2015, there were more than 6,636 truck and bus accidents involving elderly drivers in just 12 states.

“The industry is looking for truck drivers. There’s a shortage in truck drivers. So they’re not going to self-regulate. The only way that that could be done is on the federal level,” Oklahoma Highway Patrol Lt. James Loftis said.

Federal Motor Carrier Safety Administration deputy administrator Daphne Jefferson acknowledged the increase in older commercial drivers. Her agency is currently studying the trend. She reported to CBS News, “We are not quite at the point yet where we are ready to say one way or another if there needs to be a change in driver rules for, say, drivers over 65.”

In some ways, the legal profession as a whole was latecomers to the business website party.   What this means, is that a significant number of legal websites remain essentially electronic brochures, whose goal is little more than to complement face-to-face networking and business development. Little by little, however, some firms are about to make an evolutionary leap, which will transform their website into an exciting partner which generates new business leads. This new website will go from being an electronic brochure to being a group of marketing tools which work seamlessly together to grow a law firm. How will your law firm website secure and convert those leads?

Questions Your Legal Website Must Answer to Convert More Leads

The most important thing to keep in mind is how little time you actually have to engage a prospect on your legal website. Most people spend less than ten seconds evaluating your website or your legal blog. If they find nothing immediately relevant to their specific problem, they are gone, usually for good. The questions you must answer for those prospects—almost immediately—include:

  • Are you the kind of attorney I need? It should be almost painfully obvious what type of law you practice, even to the most casual observer.
  • Do you have experience in my specific problem? Keep the legalese to a minimum, even using a term like “truck accident attorney” in place of “personal injury attorney,” when possible.
  • Will I “click” with this lawyer? Of course your legal education and experience are important, but equally important is whether the prospect can immediately see you as someone they could discuss their problem with. Including some personal information on your site, or perhaps even a video, lets your personality shine through, making you more human, therefore more approachable.
  • Why should I hire you? Try to avoid the overused “Our firm has 25 years’ experience,” and really delve into the benefits you can bring to your clients, any especially creative solutions you have used to benefit a client, or even consider using client testimonials to better tell others why they should hire you.

6 Expert Tips to Follow

With the giant leaps in technology, we now live in a world where a client could potentially hire an attorney who is not located in their immediate vicinity, so long as that attorney brings highly specialized expertise to the table. In addition to answering the above questions for your prospective clients, you will also want to consider the following important elements for your legal website:

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RWL-Blog-PPC-Adverts-Campaigns-Lead-GenPaid search marketing, which is most commonly associated with pay-per-click (PPC) advertising, is one of the most utilized forms of digital advertising, and it continues to grow as internet access and mobile device use expands. Due to its importance in attorney marketing and lead generation efforts, RW Lynch published a previous post that outlines the way PPC advertising works. As a follow-up post, we are now focusing on the costs associated with running personal injury PPC campaigns and how PPC advertising responses fit into the marketing and sales funnel as part of lead generation efforts.

PPC Advertising & Personal Injury Campaign Costs

Pay-per-click (PPC) advertising campaigns are priced on a cost-per-click (CPC) basis, which means that you are only charged when someone clicks on your PPC advertisement. It is worth noting that while PPC campaigns are only charged on a per click basis, campaign pricing is set up on a daily/monthly limit (e.g., if you place a $50 per day limit, it translates to about a $1,500 monthly PPC advertising cost). So how do you figure out the costs associated with a PPC advertising campaign? Well, there are a number of variables that impact the overall campaign costs and lead generation efforts that we’ll cover below.

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Hundred Bill CornersIn order to effectively sustain a personal injury legal practice, attorneys must constantly generate new case lead opportunities and retain clients. This is an important concept that personal injury attorneys understand very well, but the marketing and lead generation process is complicated, and executing it successfully and consistently can be challenging. And even for firms that have successful brand marketing and lead generation strategies, additional opportunities to grow a personal injury legal practice are usually being evaluated.

There is enough demand for this service that there are a large number of lead generation firms dedicated to providing new case opportunities to attorneys and law firms. It is worth noting that there are very few firms that specialize in personal injury lead generation, but there are numerous firms that provide personal injury case leads as part of their legal lead generation offerings. While legal lead generation firms are all based on the foundation of providing new case opportunities to attorneys, it can be difficult to differentiate between the various business models and how they affect the way a program works, overall costs and potential results.

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Marketing is Important

Introduction to Personal Injury Marketing in 2016

With 2015 in the rearview mirror, it is time to look at 2016 and what is in store for legal marketing and personal injury attorneys. Our focus is on three of the top 2016 legal marketing trends and how they apply to personal injury attorneys and trial lawyers. With personal injury attorneys facing one of the most competitive marketing environments in the world, it is important to address how the top legal marketing trends and tactics can be effectively used to expand a personal injury practice.

Personal Injury Marketing: Mobile-Friendly Websites Are Essential in 2016

In April 2015, Google launched an update to its mobile search algorithm, which rewards mobile-friendly compliant websites with higher search engine results page (SERP) rankings while penalizing websites that are not mobile friendly. However, law firms and attorneys have been slow moving to adapt to the new mobile search algorithm. A 2015 report by LexBlog CEO, Kevin O’Keefe, indicates that approximately 53% of the top 350 largest law firms do not have mobile-friendly websites, and 73% of nearly 1,000 blogs published by Am Law 200 are not ready for mobile viewing.

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Personal Injury Lawyers & Internet Searches

With the rise of the internet and the digital age, a whole new technology has been leveraged to revolutionize the way personal injury lawyers market their practice, generate leads and land new clients. The adoption and use of the internet now makes a website an essential tool for any personal injury lawyer trying to sustain and build a practice.

A vast majority of the United States’ population is online, and more and more people are turning to the internet to do online research to make decisions. This applies to legal services too, as a recent survey shows that internet searches are a close second to word-of-mouth referrals from friends as the top method used to choose a lawyer (except for 18-24 year olds and individuals who made more than $150,000 a year – they were most likely to use internet searches to choose a lawyer). Additionally, it’s worth noting that around 75% of the U.S. population uses online resources to research attorneys before making a decision, and approximately 33% of the population will seek legal counsel, at least once, in their lifetime.

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ConvertLeadsA majority of personal injury lawyers are constantly evaluating the most effective ways to grow their practice and increase revenue. Besides focusing on some of the essential marketing tactics in today’s world, such as maintaining a website and writing blog posts, personal injury lawyers are usually looking for additional opportunities to generate more prospective clients. In many cases, the right lead generation company can play a vital role in driving or supplementing these growth efforts. There are many personal injury lead generation services available today, and it is important to learn about the issues that should be considered before making a decision.

How Do Personal Injury Lead Generation Services Work?

Personal injury lead generation services are usually designed around group advertising and Search Engine Marketing. The basic concept is that by leveraging the funds from participating attorneys, lead generation firms can then take out large national and local advertising campaigns to effectively target consumers in need of personal injury lawyers. Typically, lead generation firms have marketing experts that use their expertise to optimize campaigns across advertising mediums such as the internet, mobile and television, which generate personal injury leads via form submissions and telephone calls.

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Legal Advertising: The Origins of “Old School”

Legal advertising is a relatively new concept. Practically prohibited in the United States until 1977, the Supreme Court case Bates v. State Bar of Arizona completely changed the notion – and legal standing – of attorney advertising on the basic concept that it would make legal services more accessible to the general public and improve the overall administration of justice.

However, this ruling was in deep contrast to longstanding legal tradition, where lawyers were not permitted to actively publicize their services – a position typically held by the organized bar. The basic premise was that a lawyer’s reputation and good work would lead to additional business, and that advertising would cheapen the legal profession.

Personal Injury Advertising: “Old School” Concerns

With the success of some print and television advertising campaigns in the late 1970’s, such as Jacoby & Meyers, many personal injury lawyers followed suit and began publicizing their services. The American Bar Association (ABA) was concerned that advertising personal injury cases on TV would adversely affect the legal profession’s image, and possibly lead to an increase in frivolous lawsuits.

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‘Mobilegeddon’ has been taking over the internet this week. On Tuesday, Google announced a big change to its search algorithm. What does that mean for your law firm website?

Google’s newest update will essentially give a boost in organic (non-paid) search results to websites that are mobile friendly. The idea is to encourage website developers to create websites that are more user friendly on smart phones. The more mobile friendly and content rich the website is, the higher it will rank in Google’s organic search results.

Google spokeswoman Krisztina Radosavljevic-Szilagyi explained, “As people increasingly search on their mobile devices, we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens.”

According to NPR, Google stated that as soon as a website is made mobile friendly, its position within the search results will begin to improve. This is excellent news for law firms that have not yet made the move to a responsive, mobile friendly, website. Google’s latest news is saturating the internet. Don’t miss this opportunity to increase your law firm’s internet presence by improving your rank on Google.

For more information on RW Lynch’s custom web design and optimization, please contact us or give us a call at 1-800-594-8940.

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