by | Apr 16, 2026

Background Information

The client is a personal injury law firm whose founder hired Core Online Marketing shortly after leaving a large personal injury firm to start his own practice. His early case files were brought forward from his previous employer, and the only source for new case files was through word-of-mouth referrals.

Personal injury law is very competitive, and the larger, established firms invest significantly in marketing to secure clients. It is difficult for a new firm to experience steady growth due to a lack of marketing resources and expertise.

Online Marketing Objectives

Core worked with the founder to develop a marketing strategy that was both affordable to execute and that would give his new firm visibility in the crowded personal injury law market. It was agreed that digital marketing was the right approach, given that most clients start their searches for a personal injury lawyer online.

The key objectives identified in the plan were:

  • Make the website a “go to resource” for anyone searching for personal injury lawyer services.
  • Provide overwhelming evidence as to the credibility and expertise of the founder and his firm.
  • Build a repository of client reviews and testimonials.
  • Ensure the website ranked in the top three positions for targeted, niche keywords (e.g. brain injuries).
  • Have 80% of new case files come through the internet and significantly reduce the reliance on referrals.
  • Build the firm’s “brand” in order to compete with larger, established firms.
  • Attract a more mature and educated prospective client profile.
  • Implement analytical tools to measure the effectiveness of online tactics.

Core’s Approach

Based on the objectives and strategy recommendations, Core implemented the required online mechanisms and then managed the tactics designed to drive visibility and establish credibility.

Keyword Research: Detailed keyword research to pinpoint niche keywords the client’s site could be found for in a relatively short period of time. Research included competitive analysis and insights.

Website Optimization: Restructure the site to make it well optimized for target, niche keywords.

Content Marketing: Continually develop informative content to assist potential clients understand their options, the strength of their case, how to select a personal injury lawyer, etc. The content had to serve two purposes: position the firm as an authoritative resource willing to share its insights and expertise, and to send strong signals to search engines.

  • Blogs: Educational blogs to explain various personal injury concepts in layman’s terms.
  • Videos: Multiple video series on every major topic of interest in which the founder provided valuable insights to potential claimants.
  • Injury illustration: An extensive illustration library showcasing every major injury type along with awarded values for similar injuries.
  • Reported Decisions: To showcase the firm’s success when cases go to trial.
  • FAQs: A comprehensive library of answers to highly ranked and commonly asked questions.

Social Marketing: Social accounts were set-up and optimized, and a consistent social marketing strategy was executed to create brand awareness and a reputation for excellent results.

Testimonials and Reviews: Implemented a process to regularly acquire authentic client reviews on Google, and showcasing those reviews on the website.

Analytics: Implemented tracking tools, reporting and dashboards to monitor KPI’s as per the analytics recommendations.


The Results

Core set the proper expectation with the client since this was essentially a start-up situation. The target was to have a number of keywords in the top search results positions within twelve months, and for leads generated through the internet to represent 50% of new case files by the end of year one and 80% by the end of year two.

  • Based on the most recent analysis conducted by Core and the client, the Return on Investment for online marketing is 800% – for every dollar invested, there is an eight-dollar return.
  • Leads went from 10% coming from online sources to 90% of leads generated online today.
  • Most prospects are 80-90% of the way sold on the client’s services based on the information on the website and the easily accessible reviews.
  • Average value of client file has increased by 300%.
  • Generated over 1,800,000 search impressions over a one-year period due to educational content explaining personal injury concepts.
  • Acquired the following positions on Google Search engine result pages over a one-year period:
    • First Place: 30 keywords
    • Top 3: 176 keywords
    • Top 5: 341 keywords
    • Top 10 (first page): 568 keywords
  • Drove 90% of total visits to the website from search engines.

Core continues to collaborate with the client to develop and distribute new content to solidify its position as a subject matter expert and “go to resource”. Regular updates to website content ensures that the client stays in the coveted results positions for the most relevant and targeted online searches.

Ben Molfetta
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