Birth injury lawyers provide a necessary service, helping people navigate an often sensitive and stressful legal case. Birth injury law firms provide the authentic, compassionate, and proactive representation people deserve when facing a birth injury case.

But marketing a birth injury law firm is often easier said than done. First, there are the regulations around legal marketing and solicitation. Then, there’s the fact that dealing with a birth injury or medical malpractice issue is a sensitive subject for many potential clients.

That’s why it’s important to get creative. In this guide, I am sharing 10 creative ways to market your birth injury law firm – tactics that have actually worked for my clients!

1. Optimize your website for Google Search

When someone is looking for a lawyer, they are likely to turn to Google for help. Search Engine Optimization (SEO) is a type of marketing that involves optimizing your website to rank in Google Search and attract users searching for your services. 

There are many ways to optimize your website for Google Search. First, you’ll need to conduct keyword research to understand what potential clients are searching for. You can use tools like SEMrush.com to find keywords, and determine the organic search volume and competition for said keywords. 

Next, you will start incorporating these keywords into your website's content, including page titles, meta descriptions, headers, and body content. 

For example, you might have a “Birth Injury Law Services” page and will want to include keywords like “birth injury lawyer”, “birth injury law”, and the like throughout your page content.

In addition, your website should be mobile-friendly, easy to navigate, and fast to load. Google rewards websites that provide a good user experience, so it is important to ensure that your website meets these criteria.

2. Post engaging content

The content on your website is often what compels people to inquire about your services. Posting engaging, informative content is a great way to convert website visitors into potential clients. 

You can post blog posts, articles, and videos that address common birth injury questions and concerns your clients often have. Offer helpful tips, insights, and advice to position yourself as a thought leader.

As a birth injury lawyer, you carry a ton of knowledge that may be helpful to people dealing with a birth injury or medical malpractice case. Your content gives you an opportunity to showcase your experience and provide value to your audience.

3. Stay active on social media 

Social media platforms such as Facebook, Twitter, and LinkedIn are excellent places to reach out to potential clients. The key is to post content that’s relevant to your audience’s needs. You should also try to keep to a regular posting schedule. 

At the bare minimum, try to share your own content, respond to comments, and engage with your audience. Beyond that, you can re-share posts and articles from other niche websites, publishers, and thought leaders.

Don’t be afraid to experiment with different platforms as well. For example, there are tons of lawyers killing it on TikTok with fun, entertaining content. 

4. Leverage Paid Advertising

Birth injury lawyers can also use paid advertising to reach potential clients. Google Ads, Facebook Ads, and LinkedIn Ads are effective ways to reach people interested in your services.

Getting started with paid advertising can be a bit intimidating, especially since it is a “pay to play” form of marketing. You will need to determine your targeting parameters (age, gender, location, etc.), write ad copy, create ad images, and more. It might be helpful to hire an advertising agency to do this for you. 

See this article on how to use Pay Per Click (PPC) advertising for your law firm.

5. Get listed in directories

Online directories are also places people go to find lawyers. Directories like FindLaw, Avvo, Google My Business, and Lawyer.com are all great platforms for this.

Many of these platforms are completely free to sign up. Just be sure to include your correct business name, business contact information, website link, hours, and photos. This will help you get found by potential clients searching for birth injury lawyers in your area.

6. Prioritize positive client reviews

Encourage your clients to leave reviews on your Google My Business, Yelp, Facebook, Bing, and other review sites. 

Not only will positive reviews improve your online reputation, but they can help your listings rank higher in the organic search results. People will then see these positive reviews and will be more likely to want to work with you.

Here are a few ways to earn client reviews:

• Provide excellent service: The most effective way to earn client reviews is by providing excellent service. If you consistently deliver high-quality legal services and exceed your clients' expectations, they will be more likely to leave positive reviews.
• Ask for reviews: It is perfectly acceptable to ask your clients for reviews. After a successful case or transaction, you can send them an email or message thanking them for their business and asking if they would be willing to leave a review.
• Make it easy: Make it easy for clients to leave reviews by providing clear instructions and links to review sites such as Google, Avvo, or Yelp. You can include these links in your email signature, on your website, or on your social media profiles.
• Follow up: Follow up with clients after their case or transaction has concluded. This shows that you value their feedback and are committed to improving your services. You can also use this opportunity to ask for a review.

7. Host webinars

Host webinars on birth injury law topics to provide valuable information to potential clients. 

Hosting webinars allows you to showcase your experience and reach a wider audience. Webinars can be attended by anyone with an internet connection, which means that you can reach more people than you would through traditional marketing methods. This can help you attract new clients and build your reputation.

Webinars can also help you build relationships with potential clients and establish your practice as a resource for those in need. You get to build trust with your audience by showing that you are knowledgeable, compassionate, and committed to helping those who have been affected by birth injuries.

8. Collaborate with influencers

Influencer Marketing gets a bad rap, as many associate it with showy lifestyle bloggers, Hollywood stars, and aspiring celebrities. But anyone with a significant and engaged following can be considered an influencer – yes, even in the legal niche. 

As a birth injury lawyer, you can partner with influencers in the legal and birth injury spaces to promote your law firm. This might include larger firms, industry thought leaders, bloggers, or online magazines. This can help you reach new audiences and build your brand.

One way to partner with influencers is to ask for “shout-outs” on social media, highlighting your services. You may also ask for paid placement on their social channels. Another option is to host interviews with influencers in exchange for them sharing the final interview with their audience.

9. Offer free resources

Sometimes a little ‘Good Samaritan”-ship goes a long way. This is where free content can come into play.

Create free resources like ebooks, videos, guides, and checklists to help potential clients navigate legal challenges. Provide resources on your website that explain your area of practice and how people should know their legal rights.

By providing some value for free, potential clients are likely to trust you as a source of accurate and helpful information. This may convince them to ultimately work with you – or to refer a friend.

10. Attend networking events

Another way to grow your network is to attend events. These could be conferences, networking events, hosted happy hours, and the like. Look out for community events, speaking events, and more. 

Attending events can help you network and establish relationships with potential clients and referral sources. You might not necessarily land a client right away, but you might make connections with other firms that could send clients to you. Similarly, you might meet someone who ends up referring a friend or family member.

Grow Your Birth Injury Law Practice Online

Birth injury can be a sensitive area of law, but you provide a great service to the community – that is, if potential clients are able to find you. Online marketing is a great way to get your law firm noticed and attract new clients.

From SEO to content to social media to paid ads, there are many ways to advertise your law firm online. The important thing is to always keep your target audience in mind and to provide value that ultimately convinces them to want to work with you!