Personal Injury Marketing
Your ads, social posts and intake pages should look like they come from the same firm. Our design and video retainer covers every request for one monthly fee, and every post is written to your state bar’s advertising rules.
Sound Familiar?
Posts are sporadic, and the newest one is from months ago.
Three logos, mixed fonts and graphics from three different designers.
“Injured? Call now” doesn’t build the trust that gets the call.
Ads, social, video and print all land on one person.
What We Do for You
One team for design, video and social, under one set of brand rules.
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Graphics, ad creative and short video edits on one monthly retainer.
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Approved logos, colors, fonts and templates for every channel.
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Short, natural answers to the questions clients ask.
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Calls, reviews, engagement and what we’re changing next.
Results
101 approved deliverables in seven months across 21 formats, from arena displays, billboards and fleet wraps to print ads, paid social and event invitations.
Free Creative Audit
We review your social, ads and brand consistency the way a prospective client sees them, then send three sample designs made in your branding.
Sample layouts. Yours are made with your logo, colors and approved claims.
The Guide
If you run marketing for a personal injury firm, we’d recommend starting with how your firm looks to someone in the days after a crash. That person is hurt, stressed and comparing a few firms on their phone. Whatever they see in those few minutes decides who they call.
Most PI firms spend heavily on getting found: billboards, TV, search ads. Far fewer put the same care into what people see once they find you. A dated Facebook page, a logo that looks different on every channel or a feed full of stock photos can quietly undo a lot of expensive advertising.
We handle social, design and video for personal injury firms. This guide covers what prospective clients check before they call, how to keep your brand consistent, the content that earns trust, the advertising rules (including AI), video that works for law firms, how to staff your creative and how to plan the year.
This guide is general information, not legal or ethics advice. Advertising rules for lawyers vary by state, so check with your state bar or ethics counsel before you change how you advertise.
In This Guide
Someone who’s just been hurt rarely calls the first name they see. They look you up. In our experience, they check four things, usually in this order.
Your reviews. The star rating, how many reviews you have, how recent they are and whether the firm replies. A firm that answers reviews calmly and professionally looks like a firm that will answer the phone.
Your Google Business Profile. Hours, location, photos and a phone number that works. Missing or outdated details make people wonder whether you’re still open.
Your social pages. This is where people get a feel for who you are. Are there real people? Is anything recent? Does it look like a firm that cares about the community, or one that only posts when it wins?
Your website. Practice areas, attorney bios, how to reach you and what happens next. On a phone, the call button should be visible without scrolling.
Speed matters too. People often contact more than one firm, and the one that responds first has an advantage. Your marketing can bring in the call, but someone still has to answer it.
Coming soon: Reviews and Response Time: What Clients Check Before They Call a PI Firm
When someone moves from your billboard to your website to your Instagram, they should feel like they’re dealing with one firm. That sounds obvious, but most firms we audit have at least three versions of their logo in use, a mix of fonts and colors, and social graphics that look like they came from three different designers. Often they did.
To someone choosing a lawyer, a firm that looks organized reads as competent. You don’t need a fancy brand to get there, just a consistent one.
Here’s what we’d lock down first:
Personal injury firms have a tone problem to solve. Lean too hard on “Injured? Call now!” and you sound like the stereotype everyone already has of injury lawyers. The firms that stand out post content that’s useful even to people who never need a lawyer.
We’d build your content around three pillars.
Safety. Seasonal driving tips, holiday travel reminders, winter weather, back-to-school traffic, motorcycle season. Safety content gets shared, it shows you care about people before they’re hurt, and it fits naturally with what you do. The weeks around the holidays are a good example: NHTSA runs its Drive Sober or Get Pulled Over campaign in December, and a calm reminder from a local firm can carry real weight. Confirm campaign dates with NHTSA before you post.
Education. What to do after a crash. What to photograph. How insurance claims usually work. What a contingency fee means. Answer the questions people are too embarrassed to ask, in plain words.
Community. Sponsorships, local events, charity drives, staff volunteering. This is the content that makes a firm feel like a neighbor instead of a billboard.
Mix in introductions to your attorneys and staff, and the occasional result where your state’s rules allow it. Many clients won’t agree to a testimonial, and that’s fine. Trust can come from the rest of the feed.
Coming soon: Holiday Safety Posts for PI Firms, Thanksgiving to New Year’s
Lawyer advertising has rules most industries don’t. The baseline is ABA Model Rule 7.1: a lawyer can’t make false or misleading statements about the lawyer or the lawyer’s services. Most states have adopted some version of it, and many add their own rules on top, such as disclaimers on past results, filing requirements for certain ads or limits on testimonials. Your state’s rules are the ones that count.
AI adds a new question. Many firms now use AI tools to draft captions, make images or edit video. In July 2024 the ABA issued Formal Opinion 512, its first ethics opinion on generative AI. It focuses on how lawyers use AI in client work: understanding the tools, protecting confidential information, reviewing the output and supervising the people and vendors who use them.
The opinion is mostly about legal work rather than marketing, but the principles carry over. Here’s how we’d apply them to your creative:
Coming soon: AI-Made Ads for Law Firms: What ABA Opinion 512 Means for Your Creative
Video is where PI firms have the most room to stand out, because most firm videos look the same: an attorney in a suit, standing in front of a bookshelf, reading a script.
What tends to work better:
One filming day can produce a month or more of short clips if you plan the questions in advance.
At some point most growing firms ask whether to hire a designer or work with an outside team. Both can work. It mostly depends on how much you need and how varied it is.
An in-house designer makes sense when you have a steady, high volume of similar work and someone on staff who can manage creative direction. The trade-off is that one person rarely covers design, video, motion and social strategy equally well, and the work stops when they’re out.
A design retainer makes sense when you need a range of skills, want a fixed monthly scope and don’t want to manage a creative hire. The trade-off is that an outside team needs a good brief and a clear point of contact at the firm.
For a Boston-area personal injury firm we work with, a retainer meant one team handled social graphics, ad creative and video edits under one set of brand rules, so everything matched. Over seven months that came to 101 approved deliverables across 21 formats.
Coming soon: In-House Designer or Design Retainer? What PI Firms Get for the Money
Free Calendar
Our free 2027 calendar lists every national traffic safety campaign date, with three post ideas for each month.
The firms with the strongest social presence plan ahead. A 12-month calendar keeps you from scrambling for something to post, and it lines your content up with the moments people are already thinking about safety.
A few dates PI firms often build around:
Confirm the exact dates with the sponsoring organization each year. Around those anchors, fill in education, community and team content so the feed never goes quiet.
Coming soon: A 12-Month Social Content Calendar for PI Firms
A good monthly report tells you whether your marketing is bringing in cases, not just likes. We’d track:
If calls and reviews move in the right direction over a few months, the work is paying off.
Coming soon: The Monthly Report a PI Firm Should Get From Its Agency
If you only do one thing this month, look at your firm the way a new client would. Search your firm’s name on your phone, read your reviews, open your Facebook and Instagram, and visit your website. Note anything that looks dated, inconsistent or empty.
If you’d like a second set of eyes, we offer a free creative audit for personal injury firms. We review your social, ads and brand consistency, then send three sample designs made in your branding so you can see what a refresh could look like.
Can personal injury firms post client testimonials on social media?
It depends on your state. Some states allow testimonials with disclaimers, and some restrict them. Check your state bar’s advertising rules, get the client’s written consent and review the post before it goes up.
Can we use AI to make our ads and social posts?
Many firms do. ABA Formal Opinion 512 doesn’t ban AI tools, but it expects lawyers to understand them, protect client information and review what they produce. For ads, that means a person checks every claim before it posts, and nothing AI-made pretends to be a real client or a real result.
How often should a PI firm post on social media?
Consistency matters more than volume. A few useful posts a week, every week, does more for trust than daily posts for a month followed by silence.
Resources
Free tools and practical guides for ads, social and video that build trust.
Free Audit
We review your current ads and social creative and send a short written report on what to fix first.
Articles
Guides on seasonal safety content, reviews, ad rules and design.
We’ll review your ads and social posts and send a short written report.
