Personal Injury Law
In the highly competitive field of personal injury law, securing a single inbound call from a potential client can be extremely challenging. Marketing to an injured victim is all about the first-moment reaction.
The most important thing a personal injury lawyer can do to ensure that a victim will remember how to contact them is invest in a memorable phone number. Whether it’s a vanity 800 number or an easily-remembered local number, a phone number that sticks in the mind of the victim is the ultimate marketing tool for any law firm.
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The Psychology of Immediate Recall in High-Stress Situations
People behave predictably when faced with the prospect of an injury claim. After an accident, the victim is flooded with adrenaline and confusion. Under these conditions, memorizing an ordinary phone number is incredibly challenging. A vanity number or a highly-patterned local number is crucial for victims to retain under these difficult conditions.
When a victim is injured and calls for help they will not have the mental capacity to memorize or look up an ordinary ten-digit phone number. By using a vanity number or highly patterned local number, law firms can dramatically increase the odds that a victim will remember to contact their law firm without the use of a phone book.
Dominating Mass Media Advertising
Law firms spend billions of dollars a year on media advertising. This includes traditional outlets like radio, newspaper, and TV as well as modern online media like social media and Google AdWords. The main drawback to all these media buying options is the incredibly short time frame of the ad itself. A billboard ad is passed by in a matter of seconds, a thirty second TV commercial only has thirty seconds to grab attention, and radio ads are drowned out by people focusing on the road.
If a personal injury law firm were to advertise on a highway billboard but only put their ordinary phone number on the ad, the money spent on the billboard would be largely wasted. If a driver passed by the billboard they would not have enough time to memorize the number.
Additionally, if the ad used a non-memorable number like
832-591-0472 the driver would not bother with trying to look up the number in a phone book.
Instead, if a driver passed by a vanity number like 1-800-CAR-CRASH the message would stick in their head and they would be far more likely to take action after the accident. Any firm that puts a memorable number on their media ads will see a dramatic boost in ROI from all their advertising spend.
Amplifying Local Authority and Trust
National vanity numbers provide a certain amount of prestige, but nothing compares to a simple, local number that people can actually remember. Personal injury law is a local business. Prospective clients want a local attorney who they know and trust. Putting an easy to remember local number on display can provide a major boost to perceived authority and trust in the victim’s mind. In addition to this, local vanity numbers eliminate the distrustful connotation of toll free numbers in some tightly knit communities.
A local vanity number is the best way to convey that your law firm knows the local community and cares about local residents. Numbers like 404-777-7777 or 312-CALL-NOW provide the prestige of a vanity number while putting a local area code in the front. This combination assures victims that the law firm is trustworthy, cares about local residents, and is successful enough to have a vanity number.
Bypassing the Digital Gatekeepers
Most personal injury lawyer marketing strategies today are focused on digital media. Search engine marketing (SEM) and search engine optimization (SEO) have become the lifeblood of personal injury attorney marketing. Unfortunately for personal injury lawyers, the only way to guarantee a click from a prospective client who has Googled terms like “car accident lawyer” is to buy expensive ad space. SEM/SEO is an incredibly competitive space and most law firms who attempt it find themselves wasting tens of thousands of dollars on unprofitable clicks.
Even when a law firm manages to get their advertisement to appear at the top of a Google search, the firm still has to compete with other law firms for a single click from the prospective client.
Memorable phone numbers allow personal injury lawyers to cut out the middleman and get in front of prospective clients directly. If a potential client has been exposed to the advertising of a law firm over the course of weeks or months and has memorized a vanity number like 1-800-HURT-NOW they are far more likely to call the number directly without searching on Google at all. This removes the need for expensive ad buys and insulates the attorney from the constant shifting of search engine algorithms.
Boosting Word-of-Mouth Referrals
Word of mouth is still one of the most powerful marketing tools for any personal injury attorney. Clients who are satisfied with the services of a law firm will often refer their attorney to friends, family, coworkers, or even complete strangers who have been injured. Referrals like these generate a steady stream of high-quality leads for a law firm, but only if the potential client can actually remember how to contact the law firm. If a happy client tells a friend that they should call his lawyer but can only remember that his lawyer’s name started with an ‘L’ the lead will be lost. Instead, if the client can tell the potential client to simply dial 1-800-INJURED the lead is far more likely to convert.
An easy to remember vanity phone number is the ultimate word of mouth marketing tool for a personal injury law firm. It allows any happy client or community member to serve as a walking advertisement for a law firm. The client only has to tell a friend that they should call the number 1-800-INJURED. With the potential client already having the number memorized the law firm will see a steady stream of new cases from word of mouth leads.
Creating an Unfair Competitive Advantage
There are only so many vanity phone numbers to go around. There are only so many highly patterned local numbers a law firm can use. Once a large law firm acquires the vanity number 1-800-ACCIDENT or the local number 555-LOCAL it creates a barrier to entry for other personal injury law firms who wish to acquire the same number. Acquiring a high quality vanity number can create massive competitive advantages for law firms who utilize one.
For mid-sized law firms just starting out, acquiring a vanity number can catapult the firm to the top of the search results for personal injury law in their area. The sheer prestige and perceived authority of a vanity number can give the mid-sized firm the same advantages as some of the largest law firms in the country. The advantage is even greater for larger law firms who acquire a vanity number because the number puts an unfair amount of pressure on every other personal injury law firm in the area to spend more on marketing in order to compete.
In personal injury law an easy to remember vanity number or local number can be everything. The firm that is easiest to remember and contact will be the firm that gets the most inbound calls. Memorable phone numbers are one of the easiest, most cost-effective marketing tools that personal injury attorneys can use to boost their advertising ROI, create word of mouth leads, dominate in local SEO, and create massive barriers to entry for competitors. In short, a memorable number is one of the most important pillars of any personal injury attorney’s marketing strategy.