This week as part of my series of interviews that I plan to publish with accident claims advice specialists and personal injury solicitors I caught up with the team who are making waves in the personal injury world in Greater Manchester… Stockport to be precise.
You can see a recent interview I conducted with Hugh Rollinson where he spoke about how he was trying to change the conceptions of companies operating in the personal injury niche, and he touched on his online marketing efforts. In this interview I wanted to get a different angle on the whole aspect of digital marketing strategies that lawyers and solicitors are embarking upon. I caught up with Jason Trent to discuss with him in more detail some of the initiatives he is doing at the moment in what is a traditionally very competitive market.
Hi Jason, could you give some detail on what your background is within the world of personal injury and marketing?
Thanks Jarred. Personal Injury Solicitors Stockport is the main project I am working on at the moment, but actually am quite heavily involved with some large legal firms around the UK helping them to generate leads and more business. I started out in online marketing after the Stockport College, firstly in web design them moving on more towards the marketing side.
One of my first ever web design clients was a personal injury solicitor based in Stockport. To cut a long story a lot shorter, we started to look at ways of attracting more customers do his door. We started doing video marketing, paid search, and all forms of different online marketing tactics. The results were fantastic.
Because of this experience I started to specialise in working with lawyers, accident claims companies, and personal injury solicitors. I carved out a little niche for myself in Greater Manchester and since then have picked up more and more clients off the back of the work I’ve got in my portfolio. Not really looked back!
So for Personal Injury Solicitors Stockport, what new types of strategies have you been trialling in order to help them out?
First and foremost it’s about getting the website looking right. In the personal injury field you need to engender trust. If you look trustworthy then you’ve already got a head start. Because of that I spent a lot of time looking at the Personal Injury Solicitors Stockport website, testing placements of phone numbers, content, and even re-jigging the colour palette.
I found that these subtle little changes could have an amazing impact in the results you get – the amount of enquiries suddenly increased and meant our Stockport personal injury solicitors were suddenly a lot busier than normal! It’s a results-based industry and that’s the bottom line.
That’s amazing that colour changes can have such a difference! Any other tips and hints about other strategies that you’ve tried off the website to generate more business?
OK so this is a bit of a trade secret and I don’t want to give too much away, but social media has proven to be exceptional this year. We ran a competition on one of the major networks in order to promote our no win no fee services in Stockport. We were able to use very targeted advertising methods on Facebook to identify people in the Stockport area who might need the services of a no win no fee solicitor.
I can’t say much more than that as it will give away too much, but the results were quite amazing in terms of how many people ended up visiting our Stockport no win no fee solicitors page. I definitely recommend lawyers and personal injury solicitors look at Facebook marketing – it’s amazing what you can do nowadays.
Would you say that it’s a fair comment that those in the legal profession and in particular solicitors and lawyers don’t always tend to value how online can support their business?
I completely agree. When I first started out I sent a video out to about 20 personal injury solicitors in my locality showing them the results I could get them. It was almost like I was offering them a money tree. Guess how many replies I got? That’s right a fat zero.
Don’t ask me why, but solicitors in general do seem to be suspicious of online marketing. I would say that personal injury solicitors are slightly different though, because the personal injury industry is traditionally based on lead type marketing so they tend to get it. That’s why it’s so refreshing to be partnered and working with Personal Injury Solicitors Stockport because they know it works, and let me get on with it.
So for any personal injury lawyers in the UK what would be your most basic advice on how they can make more business online?
First and foremost as I referred to earlier it’s about the website. If it doesn’t convert then it’s useless, no matter what your Google rankings. Personal Injury Solicitors Stockport isn’t number one on Google, but it almost doesn’t matter because it converts so well. Sort the website out. Get that right first.
Also, these days people really do expect local businesses to be on the main social networks such as Google Plus, Facebook and Twitter. They expect to be able to have a quick and informal discussion with a business online before engaging with them properly. That also reminds me – Google Places for Business. This should be right at the top of any personal injury lawyer’s digital marketing strategy, especially due to the growth of mobile browsing where these types of results tend to have precedence.
Thanks for your time Jason. Finally is there anything that you would like to tell my readers about any forthcoming plans?
Only to keep an eye on the Stockport personal injury lawyer site. I think for other people in the industry it’s a great example of how to get it working online. I update the blog on there quite regularly too with new announcements.
I am also in the process of developing a new website which contains tutorials on it for lawyers and solicitors wanting to harness the Internet better. That’s currently under development so perhaps we can have another interview when I go live with that?
Note from Editor: Of course, I would love to! If you are interested in becoming a personal injury solicitor then please read this guide I wrote a few months ago.