APRIL 2023
PAGE 12
Only 34% of Study participants place a high value on whether the attorney is famous or well-known. Personal Injury Lawyers should strive to become approachable through social media posts that show them as “regular” people prospects can relate to. Leverage testimonials and past verdicts, settlements, and case studies to show that your law firm has experience with a prospect’s particular type of case. Use these education-based marketing books as lead magnets online and provide copies at community events and distribute them to current clients to share with their friends and family.
Only 29% of Study participants placed a high value on whether the firm does a lot of advertising.
While all segments agree on the importance of the top characteristics, Trusting and Skeptical respondents are far less likely to feel that characteristics of the firm (nice offices, number of attorneys, nationwide brand) and of the attorney themselves (famous, shares demographic characteristics, where they received their law degree) are important compared to Conflicted respondents, who are far more likely to feel these are important. Among Trusting and Skeptical study participants, fees, and contingency percentage the attorney will keep is far more important than it is among Conflicted clients. All respondents value information about what is involved in pursuing a case like theirs, and information about what can go wrong.
BASED UPON THE STUDY DATA...
Prospective clients value many things far more than a firm’s or attorney’s advertising. Qualifications, a specialization in or experience with the client’s injury or accident type, and a demonstrable understanding of how insurance companies operate are all valued at least as much as fees.
PILMMA, LLC
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