One page covering every kind of injury
Six case types on one page competes for none of them, in the vertical where each one is worth the most.
Guide
Local SEO for personal injury lawyers
Personal injury is the most expensive vertical in paid search, and the reason is simple: one case can be worth more than a year of work in most trades. That makes the organic version of the same search worth an unusual amount of effort, and it means the competition in any city is fierce and well funded.
8 steps
Free to read, in the order it pays to do it. Nothing to sign up for and nothing to download.
The way in is not to fight for "personal injury lawyer [city]" on day one. It is to own the case types and the questions. Somebody hurt at work, or in a rear-end collision, or by a dog, searches the event and the deadline long before they search for a lawyer by category. A firm that has already answered the question is the firm they call.
As with all legal work, this sits inside your jurisdiction’s advertising rules and nothing here asks you to claim an outcome.
What personal injury lawyers are actually competing for
These are the shapes the searches take. The words in brackets are whatever the searcher puts there, which is usually a town, a neighbourhood or a brand.
- car accident lawyer near me
- how long do i have to sue after a car accident
- do i need a lawyer for a minor accident
- slip and fall lawyer [city]
- workers comp lawyer free consultation
- dog bite claim [state]
The work, in the order it pays to do it
- 1
Build a page for each case type you take
Motor vehicle, workplace, slip and fall, medical negligence, dog bite, wrongful death. Each is a different search with a different urgency and a different set of questions. This is where the traffic is and where most firms have one combined page.
- 2
Answer the deadline question on every one of them
How long somebody has to file is the first thing a potential claimant searches and the reason they eventually ring. Say the limitation period for your jurisdiction, say what pauses it, and say plainly that it varies.
- 3
Answer "do I even need a lawyer"
It looks like a page that talks somebody out of instructing you. It is not. The people who search it are early, anxious, and choosing whoever is honest with them first.
- 4
Set the profile category to Personal Injury Attorney
Not Lawyer. The map pack for injury searches is filtered by category before anything else, and the generic category puts you in a bigger, less relevant pool.
- 5
Make the consultation offer unmissable and specific
Free consultation, what happens on it, how long it takes, and whether anything is owed if the matter does not proceed. Vagueness here costs calls in a market where every competitor says the same three words.
- 6
Give every attorney a page and get them cited elsewhere
Bar directories and review sites outrank firms on attorney names. A real page, plus the same name and credentials appearing consistently across the directories you are already listed in, moves that.
- 7
Add the neighbourhoods, hospitals and roads you actually work around
Not as a list of place names. Inside pages that say something true about them: which hospital treats most collision injuries in the area, which junction produces most claims. It reads as local knowledge because it is.
- 8
Reply to reviews without confirming anyone is a client
The rule that catches out the most firms. Thank them for the feedback, do not confirm the representation, do not mention the matter.
What usually goes wrong
Going straight at the head term
"Personal injury lawyer [city]" is contested by firms spending heavily. The case-type and deadline searches are open, cheaper to win, and closer to the moment somebody decides.
Case results presented as typical
A problem under most advertising rules, and it converts worse than an honest description of the process.
A call-tracking number that replaces the real one everywhere
Swap the number on the site but leave the profile and the directories showing something different, and the consistency that feeds the map pack breaks.
How to tell whether it is working
Rankings are not the measure. These are, and all of them come from accounts in your own name rather than from a report you have to take on trust.
- Calls from the profile and from each case-type page, kept separate
- Search Console impressions on the deadline and "do I need a lawyer" questions, which is your early-stage audience finding you
- Consultation bookings by case type, so you can see which pages bring the matters you want
- Whether your attorneys now outrank the directories on their own names
If you would rather not do it yourself
Everything above is work you can do without hiring anybody, and the profile half of it is worth doing whatever else you decide. If you want it done for you, this is the service that covers it, and we scope it on a call before anything starts.
Other guides
Questions about local SEO for personal injury lawyers
Is personal injury SEO worth it with competition this heavy?
Yes, but not by attacking the head term first. The case-type pages and the deadline questions are winnable on a small site and they reach the claimant earlier, which is when the decision is actually made.
How long does it take?
Profile and review work shows in weeks. Case-type pages usually settle in two to four months. City head terms in a competitive market take a year or more and should not be the first target.
Can we publish case results?
Only where your rules allow it, only what is true, and with whatever disclaimer your jurisdiction requires. We will not write an invented outcome and we will not imply a typical result from one case.
What about the hospitals and roads angle?
It works when it is real. Writing something true about where injuries in your area actually happen reads as local knowledge to a reader and as relevance to Google. Writing a list of place names does neither.
Book a call with us
A 30-minute call in your working hours. Tell us what you sell and where, and we will tell you what we would do first and what it involves. Prefer email? Send your website through the form and the Passieon Team will reply within two working days.