Law firm marketing
Marketing for personal injury lawyers
PSM Marketing is the outsourced marketing department for personal injury firms. A partner-level strategist, Terrie Wheeler or Michelle Wheeler, leads a team that helps injured people find your firm, trust what they see and call you before they call the firm with the biggest billboard.
Reviewed by Terrie S. Wheeler, MBC.
Updated October, 2026
How injured people choose a personal injury lawyer
After a crash, a fall or a workplace injury, people want to know if they have a case and who can help. They usually decide within a day or two.
They search for answers first
People search “do I have a case after a car accident” before they search for a lawyer. Firms that answer those questions earn trust first.
Local search is crowded
PI is one of the most competitive categories on Google. Ranking for “car accident lawyer near me” takes a steady SEO plan, not one-off fixes.
Reviews and results build confidence
Injured clients compare reviews and case results to decide who will take their case seriously.
Fast follow-up wins the case
The firm that answers the call or the web form first often signs the client. Intake and follow-up are part of marketing.
Your outsourced marketing department
Your time is better spent in depositions than in ad dashboards. PSM Marketing gives your firm a partner-level strategist, a dedicated client marketing lead and a full creative and digital team, for less than the cost of one in-house hire.
Outsourced marketing
A full marketing team that works as your marketing department every month, for $4,000 to $10,000+ a month.
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Quickstart Package
A marketing plan and the essentials to carry it out, for smaller firms and solo practitioners, at $2,000 to $4,000 a month.
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Fractional CMO
Senior marketing leadership for firms that already have an in-house marketing team.
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Marketing coaching
One-on-one business development coaching for attorneys and practice groups.
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How PSM helps personal injury firms
Strategy
A written plan that balances SEO, ads, reviews and referrals around the cases you want most, built on The Four Pillars of Marketing™.
Branding
A clear reason to choose you, whether that's your trial record, your compassion or your focus on one type of injury.
Websites
A fast, mobile-first site with case results, practice area pages for each injury type and easy ways to call or start a claim.
SEO
A steady plan to rank for local injury searches, plus your Google Business Profile and reviews.
AI search optimization
Visibility when injured people ask ChatGPT, Gemini, Perplexity, Copilot or Claude whether they have a case.
Content + communications
Clear answers to what people ask after an injury, plus newsletters that keep past clients and referral sources close, always edited and approved by a person.
Also for law firms: Local SEO for lawyers · Reputation management · All law firm marketing
What lawyers say
“PSM is an extremely professional and effective marketing firm that will go above and beyond your expectations. [...] They explained in detail how they would to draw in more business through SEO, community engagement, name recognition and all of the above.”
— Nate Bernard, attorney, Chicago, IL
“PSM has been our outside marketing firm since 2019 and they have been great partners. Our law firm has grown from six lawyers to 15 now, and PSM has kept pace with our growth. They are strategic, practical, knowledgeable, and enthusiastically helpful.”
— Todd T., Google review
“They are the best for legal marketing and networking and business development.”
— Toni H., Google review
Marketing for personal injury firms: questions
What marketing works best for personal injury lawyers?
Local SEO, a fast website with clear case types, a steady flow of Google reviews and helpful content. Google Ads and Local Services Ads can add cases quickly while SEO builds.
How much should a PI firm spend on marketing?
It depends on your market and the cases you want. PSM's outsourced marketing runs $4,000 to $10,000+ a month, with ad budgets set separately after a cost-benefit review.
How long does PI SEO take to work?
Most firms see movement in a few months and stronger results over a year, because personal injury searches are so competitive. Ads can bring in calls while SEO builds.
Can PI firms advertise case results?
Usually, with care. Rules vary by state and often require disclaimers that past results don't guarantee future outcomes. PSM follows your state's rules of professional conduct.
Do you work with PI firms outside Minnesota?
Yes. PSM Marketing is based in St. Paul and Rush City and works with law firms across the country by video.
Law firm marketing insights
Let's talk about your firm's marketing.
A free marketing assessment with Terrie Wheeler or Michelle Wheeler. You'll leave with a clear view of what to do next, whether or not we work together.