Personal Injury Attorney Marketing: Niches to Riches

Often, when attorneys are asked what type of personal injury cases they will take, they answer with a rather tongue in cheek, “whatever pays the most.” Ironically, lawyers who take that attitude may be sabotaging their own income. Instead of accepting any personal injury case that comes through the door, attorneys — even those at small law firms!— should consider practicing in one area or niche of law and create personal injury attorney marketing campaigns to reflect their concentration.

How to Find the Niche That Can Make You Rich

Consider the different type of work you are doing now, and ask yourself the following questions:

  • What kinds of cases are most profitable?
  • What kinds of cases do I enjoy the most?
  • What types of clients provide me with the most grief?

The answers to these questions should help you focus on the type of law you enjoy practicing and the type of cases that can make your small law firm profitable.

How to Advertise Your Niche in Your Personal Injury Attorney Marketing

Once you identify your niche, you can tailor your law firm marketing materials to that niche. Your website keywords will be more focused, your videos will be easily found, and the clients whom you want to represent will be able to find your website, learn about you, and hire you.

In addition to identifying the types of cases you want to take, you should also consider creating a geographic niche. What cities or counties are you willing to work in, and how far are you willing to travel? You are in control of where you are willing to go. Your advertising materials can reflect that and help you get clients from your preferred locations.

For example, if you are a Florida personal injury lawyer, marketing yourself as a Florida accident attorney will result in different types of clients contacting you potentially from all over the state. However, advertising yourself as a Miami medical malpractice lawyer may keep your firm from wasting time on Orlando car accident cases.

UPDATE: Should You Create Practice Area Pages for Each Niche and Location That You Want to Target?

This is more of a website/SEO question, but it’s important for us to cover it in this article. Many attorneys are creating niche practice areas + location pages to game SEO and get more traffic to their websites… and it appears to work for many law firms.

I can’t advise that you do or don’t do this. The SEO experts on my team are hesitant to recommend this practice even though it appears to have some advantages. What you should know is that it is important that you use the appropriate keyword (locations) on your main practice area pages. This does seem to help SEO, but this boost may be gone with the next Google update.

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.

Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.

Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.

If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.

We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!

by Ben Glass

Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.


  • Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.