Legal Marketing Guide to Get More Workers Comp Leads

Acquiring more workers compensation leads can be challenging. Many firms are accustomed to traditional forms of advertising that do not align with the customer journey. The ways that workers comp insurance leads search for, research, and hire lawyers have changed significantly in recent years. To attract and convert more workers comp leads, your legal marketing strategy must do more than simply validate your firm’s existence. Rather, you must implement a broad legal marketing strategy that engages workers comp leads across many different channels. In this article, we will look at some legal marketing strategies that you can begin using today to grow your workers comp law practice.

SEO for Workers Comp Leads

Search engine optimization (SEO) is an important component of any legal lead generation strategy. According to research, nearly 70% of online experiences begin with a search engine. Yet just 0.78% of Google searchers click on results from the second page. In other words, you will only experience a measurable increase in workers comp leads through SEO if you can place them on the first page. But the legal industry is highly competitive and that is no easy task.

The trick is to identify high-value keywords and align with user intent. For example, for workers comp insurance leads, you could create content that appeals to prospective clients that are in the awareness stage of their journey. This could involve creating useful “how-to” content that educates them on the workers comp claims process. Be sure to follow SEO best practices and consistently create content that ranks well on search engines. While not all your content will appear on the first page of Google, getting just a few can dramatically increase traffic to your website.

Local Map Listings

One way that you can grab some prime real estate at the top of Google’s search results is through local map listings. Local map listings appear above the organic results at the very top of the page. This is an incredibly effective marketing strategy for acquiring more workers comp leads. Prospective clients typically search for law firms in their area. If your firm pops up first, there is a better chance that the client will reach out to schedule a consultation.

To improve your firm’s local ranking, you will need to use Google My Business to claim and update your information. When updating your firm’s information, be sure to:

  • Enter complete data. For example, your address, phone number, business category, and relevant attributes.
  • Verify your location. Verify your location with Google to increase your chances of appearing in local searches.
  • Update your business hours. Include when you open and close, as well as days that you are closed for holidays and events.
  • Manage and respond to reviews. Receiving good reviews from your current and former clients helps you to rank better. It also makes it more likely that a prospective client will contact you. Respond to reviews that your clients leave as it shows that you value their feedback.
  • Add photos. Use photos in your business profile. For example, a picture of your office or staff.

Search Ads For More Workers Comp Leads

Paid search engine ads, like those that appear on the top and bottom of Google’s search results, can help deliver immediate results. Unlike SEO which can take a year or more to see results, you can post an ad on Google today and start receiving calls from workers comp leads the same day. That being said, there are some downsides to search ads. First, they can be incredibly expensive. The legal industry features some of the highest cost-per-click (CPC) of any industry. For example, the keyword “Attorney” is the 4th most expensive keyword on Google at an average CPC of $47.07.

You can use Google’s Keyword Planner tool to research keywords and estimate potential costs. Identify keywords that offer more bang for your buck. For instance, instead of targeting “Attorney,” you could go with a more specific phrase such as “Worker’s comp attorney in Los Angeles.” You also want to make sure that there is sufficient search volume for the keywords that you choose. After all, affordable keywords and phrases are not going to help if no one is searching for them.

Another potential downside of search ads is that users are far less likely to click on an ad than an organic search result. According to research, the average click-through rate (CTR) in Google AdWords across all industries is just 3.17%. Note that this figure can vary greatly between ads. Poor quality ads can receive even lower CTRs. In other words, you may not notice an immediate increase in workers comp insurance leads. Running effective search ad campaigns is no easy task. Poorly run campaigns can drain your ad spend while offering you little in return. If you do not have the time to manage your campaigns, consider hiring a marketing agency to do it for you.


YouTube has become an incredibly important advertising medium. It has grown into the second largest search engine behind Google. Many users that are researching workers comp law or looking for an attorney prefer to watch a video over reading web content or articles. There are several ways to effectively use YouTube. First, you can create your own video content. For example, a video that provides a brief overview of workers compensation laws in your state. Second, you can advertise on YouTube with paid ads.

There are many reasons why you should consider running ads on YouTube:

  • Video content increases prospective clients’ level of trust.
  • You can significantly improve brand awareness for your law firm.
  • You can use the platform’s advanced targeting features to target users by demographics.
  • You can get more high-quality workers comp leads.

There are several different types of paid ads to choose from on YouTube. These include:

  • Display ads.
  • Overlay ads.
  • Sponsored cards.
  • Bumper ads.
  • Skippable video ads.
  • Non-skippable video ads.

The most successful firms employ a broad legal marketing strategy to acquire workers comp leads across many different channels. If you are new to legal marketing, consider starting small with one or two strategies. Once you start seeing results, expand your reach to different platforms. Build on your success, capture more workers comp leads, and watch your practice grow.

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