What does a converting website for a personal injury attorney need?
Injured claimants are comparing several firms in one sitting and want to know the fee arrangement, whether you handle their case type, and who will actually work the file. State the contingency percentage, explain the process and realistic timelines, and follow your state bar's advertising rules — including any required disclaimer on results.
Build around case types
Injured people search what happened to them: a car accident, a truck collision, a slip on a wet floor, a dog bite, a workplace injury, a defective product. They do not search "personal injury attorney" until later.
A page per case type is the structure, and each should cover:
- What typically happens in these cases
- What to do immediately, including evidence and medical documentation
- Deadlines that apply, in general terms
- How liability is usually assessed
- What the process looks like and how long it takes
Writing the immediate-steps content well is genuinely useful to someone who has just been hurt, and it is what a person searches for at two in the morning.
Advertising rules govern everything here
Attorney advertising is regulated by your state bar, and personal injury advertising is scrutinised particularly closely. Rules commonly cover past results, comparisons, testimonials, specialisation claims, required disclaimers, and how contingency fees may be described.
What applies to your firm, in your jurisdiction, is a question for your own counsel and your state bar — not something to infer from what competitors do. Build the site so any claim, result or testimonial sits in a small number of places that can be reviewed rather than scattered through the copy.
Do not fabricate anything
This needs saying because the category is full of it: invented case results, stock photographs presented as clients, fabricated reviews, and settlement figures with no basis. Beyond the ethical problem, it is a bar complaint waiting to happen.
If you have real results you are permitted to publish, publish them with whatever disclaimers are required. If you do not, do not invent them — write about process and expertise instead.
Explain the fee arrangement plainly
Most prospective clients do not understand contingency fees and are afraid of a bill. Explain, within what your bar permits:
- That there is no fee unless there is a recovery, if that is your arrangement
- How the percentage works
- What case expenses are and who bears them if there is no recovery
- What happens at a first meeting
Clarity here converts more than any claim about aggressiveness.
Make contact available at all hours
Injuries do not happen during office hours, and the first firm to respond frequently gets the case. Whatever channel you offer, it must be answered — an after-hours line, an answering service, or a stated response time you actually meet.
A form that goes unanswered until Monday loses cases to firms that answer.
Show the actual attorneys
Real photographs, real biographies, bar admissions, and which attorney handles which case type. Clients want to know who will handle their case and whether they will speak to a lawyer or a case manager. Answering that honestly is a differentiator in a field known for the opposite.
Language matters locally
In the Houston area, serving Spanish-speaking clients properly — not a machine translation, but real content and staff who can take the call — reaches a substantial population that is often poorly served.
What it costs
Growth Engine — $5,500 setup, $1,500 a month for a small firm with case-type pages. Authority Builder at $12,500 and $3,500 for a firm competing in the most contested practice areas, where the competition spends heavily.
The honest limit
This is among the most expensive categories in search, and the largest firms spend at a level a small practice cannot match. The winnable ground is specific case types, genuine local depth, and responsiveness.
Frequently asked questions
How should a personal injury site be organised?
By case type — car accident, truck collision, slip and fall, dog bite, workplace injury, defective product — because injured people search what happened to them, not the practice area name.
What governs what I can claim?
Your state bar's advertising rules, which commonly cover past results, comparisons, testimonials, specialisation claims, disclaimers and how contingency fees may be described. Confirm the specifics with your own counsel rather than copying competitors.
What should I never do?
Fabricate case results, present stock photographs as clients, publish invented reviews, or state settlement figures with no basis. Beyond the ethics, it is a bar complaint waiting to happen.
How should I explain fees?
Plainly, within what your bar permits — whether there is a fee only on recovery, how the percentage works, what case expenses are and who bears them if there is no recovery, and what happens at a first meeting.
Why does after-hours contact matter?
Injuries do not happen during office hours and the first firm to respond frequently gets the case. A form that goes unanswered until Monday loses cases to firms that answer.