Marketing for PI & WC Law Firms: Why What Worked Before COVID Doesn’t Work Now

Carrie Nielsen
Sep 23
3 min read

The Shift in Law Firm Marketing Since COVID

When I talk with the personal injury and workers’ compensation law firms I work with, I hear the same frustrations again and again:

“I have a background in marketing, but things have changed since COVID.”
“We used to feel like what we did was working… and now it isn’t.”

They’re right. The marketing playbook for PI and WC law firms has completely changed. What brought in cases reliably five years ago rarely works in 2025.

How Clients Choose a PI or WC Lawyer Today

Legal marketing is one of the fastest-moving practices out there. The way clients find and choose attorneys has been transformed:

92% of people start their lawyer search on Google
96% use a search engine at some point in their decision
Most review 3–5 law firm websites before making contact

That means your law firm website, intake process, reviews, and follow-up systems matter more than ever.

The biggest gap? 42% of firms still take 3+ days to respond to new leads, while 45% of clients expect a response within 24 hours.

For PI and WC law firms, that delay often means a lost case.

The Cost of Competing in Legal Marketing

One of the most common questions I get from attorneys is:“How much should I be spending each month to grow?”

The truth is — it depends.

Winning keywords and search placement in personal injury marketing is some of the most expensive digital real estate on the internet.

In competitive markets, Google Ads for PI lawyers can cost hundreds of dollars per click.
And getting to the first page of Google organically takes consistent SEO investment, not just a few blog posts here and there.

That’s why simply “spending more” doesn’t guarantee growth. The smartest PI and WC firms focus on where dollars go — not just how much. Pairing paid search with strong intake systems, reputation management, and follow-up ensures you don’t just win a click… you win a client.

Why Law Firm Marketing Must Go Beyond Tactics

Billboards, Google Ads, Facebook campaigns — those tactics still matter. But they’re only pieces of the puzzle.

Real growth comes from building an integrated law firm marketing system that works end to end:

1. Intake Process Optimization for PI & WC Firms

Your intake team must answer quickly, consistently, and professionally. Every hour matters when leads are shopping.

2. Marketing Tech Stack for Law Firms

From CRMs to automation, the right tools manage leads all the way through settlement while giving you visibility into ROI.

3. Law Firm Marketing Strategy That Prioritizes ROI

Instead of just “spending more,” PI and WC firms need a clear plan that identifies which channels bring in the right cases.

4. Lead Generation for Personal Injury Lawyers

It’s not about volume. It’s about targeting and converting the cases that grow your firm profitably.

The Expertise Gap in Legal Marketing

I’ve watched plenty of legal dramas over the years, but that doesn’t mean I’d ever represent myself in a PI case. Expertise matters.

The same is true in marketing. Many firms have someone with a “background in marketing,” but without modern systems, SEO expertise, and intake alignment, competing in today’s crowded space is nearly impossible.

Building the System That Grows PI & WC Firms

The firms that win today don’t just “spend more” or “shout louder.” They:

Budget smartly for competitive PI keywords and Google placements
Respond faster to every lead
Build trust earlier in the process
Create consistent systems from intake through settlement

Because growth doesn’t come from just being seen. It comes from being found, trusted, and chosen when it matters most.