injury law

Top 5 Personal Injury Law Firms in US โ€“ Ranked by Google

From out of all of the plaintiff personal injury firms in America, only a small number sit at the top of search engine rankings. They have figured out the precise set of keywords, content andย termsย that potential clients useย when searching to give them more traffic than any other firms.

In this first of a series of blog posts Iโ€™ll address recent findings based on independent data that demonstrates precisely whatโ€™s working and what isnโ€™t โ€” and will help firms ask the right questions as they hone their online marketing strategies for a new era of lead generation, client acquisition and online visibility.

Top 5 PI Firms in Top Cities

My research identifiesย the top 5 personal injury law firms in the top 5 metro areas for personal injury lawyers (Los Angeles, New York City, Chicago, Houston and Dallas Ft. Worth) ranked by website traffic.

The results are filled with valuable insights. Note that only the top 10 personal injury keywords for search volume within each metro area were used for the top 5 personal injury law firms. The graphic below describes the four- step process that was used to generate the top 5 lists.

The top 5 law firms for traffic independent of metro area in this analysis are:

#1:ย Wilshire Law Firm (LA)

#2:ย Cellino & Barnes (NYC)

#3:ย Kenmore Law Group (LA)

#4:ย Levin & Perconti (Chicago)

#5:ย The Barber Law Firm (Dallas)

You willย want to drill down in each market, and below is the detailed list of every law firm in each of the 5 metro areasย that made the list and their lawyer marketing firm, if it is specified on their website.

What we know:

  • Personal injury law firms should considerย a wider range of keywords where the searcher is signaling that they are ready to hire a lawyer for a practice area within their metroย market. For example, a highly value keyword in Dallas isnโ€™t always the same as for New York, and search intent is an underestimated weapon in purchasing keywords that will move the needle.


  • If your firm isnโ€™t amongย the top few positions, you wonโ€™t generate many clicks. Traffic drops off dramatically after the top 5. Personal injury practice is hyper local and Google just made it harder to rank for local search when they decreased the number of results they show from 7 to 3. Accordingly, inclusion of a city and market by a searcher will not have the same impact as prior to this change. And donโ€™t forget โ€“ โ€œFind a Lawyerโ€ directories likeย Avvoย and others often get a very high number of clicks through their SEO strength.


  • A very small percentage of personal injury law firms are getting the vast majority of traffic volume. How to combat this? Consider focusngย on a small number of lower traffic keywords that are driving more valuable traffic than more expensive choices. Examples include small firms that focused on reinforcing related keywords like โ€œwork injury lawyer,โ€ โ€œwork injury lawyers,โ€ โ€œwork injury lawyer,โ€ โ€œwork injury attorneyโ€ and โ€œwork injury attorneysโ€ instead of the highly competitive โ€œpersonal injury lawyer.โ€ Cluster the keywords and you can leverage your smaller stature successfully. Another example is lower cost, underutilized keywords like โ€œmedical malpracticeโ€ that have high search volume but have a much lower average bid price than accident or injury terms.


  • Most of the searches we examined do NOT include a specific location reference (โ€œPersonal Injury Lawyerโ€ versus โ€œChicago Personal Injury Lawyerโ€). If the searcherโ€™s intent and your keywords donโ€™t mesh, donโ€™t expect a high rate of success.

Key Takeaways:

  • The business of building high quality online leads is hyperlocal and you must be focusing and working in collaboration with your online marketing vendor on ensuring top positions in your searchย results in Google. For example, position 1 generates close to a 40% clickthrough rate, while position 7 generated only 3.5% clickthrough rates. The clickthrough rate percentages are based on excellent research presented inย The Futility of Chasing Silver Bullets. Without an assessment of your online marketing firmโ€™s efficacy, adjusting spend and strategy is impossible. The industry is in need of benchmarking tools and a scoring mechanism that helps derive the doers from the talkers, and soon.


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