Why TV Improves Website Rank & Online Advertising CTR

TV, Billboards and other off-line personal injury advertising improve both the rank of your website in Google organic search results (SERPs) and CTR (click through rate) performance of online advertising and organic search results.

Smart personal injury lawyers realize that advertising shouldn’t be limited to either off-line or online advertising. Smart lawyers realize that their website and online advertising is simply another form of media in a cross-branding platform that improves ROI performance across the entire advertising platform.

Improving the Rank of Your Website in Search Results

Off-line personal injury advertising such as TV will improve the position of your website in the SERPs because of several reasons.

Back Links

Off-line advertising will increase back-links to your website. The reason is that other websites will begin linking to your website because you were seen on TV.

Personal injury lawyer advertising billboard 1-800-HURT-911

This excerpt of a call shows how billboards attracted a salesperson representing WBBH, WZVN, News Now, Me TV, NBC-2.com, and ABC-7.com

Links back to your website can come from the TV and radio stations, local newspapers, magazines and other sources. OUTFRONT Media issued this Press Release about 1-800-HURT-911® headlight billboards on the front of buses. These websites are usually high authority websites which provide much more valuable links.

Vanity phone number on buses
Even negative comments linking to your website will improve your Google ranking. I have seen jealous lawyers write about their competitors. This is one area where the saying “There is no such thing as bad publicity” is really true. You just want more links to your website! The worst thing that can happen to your website is to be ignored.

Even if your jealous competitor or any other website doesn’t link to your website, the mere mention of you (without a link to your website) can improve your position. This is true of both Google and Bing.

Because back-links have been abused and there are often mentions on websites and social media of a brand without a live link to the website, the future of back-linking is what’s called “linkless links”.

Assuming you already have a good website with good content, back-links and mentions are the most important factor to increase your rank in Google and Bing search results. This is one of the reasons it’s so difficult to rank higher than lawyers you see on TV.

Search Volume Will Increase Rank

Off-line personal injury advertising, especially TV will produce a significant volume of branded searches which will improve your organic search rank. Additionally, according to Adweek, increasing the volume of branded searches can potentially improve your rankings for non-branded queries.

Cross Branding Increases Click Through Rate

The most important aspect to improve the results of advertising is cross-branding. That’s where potential clients see your branding in multiple forms of media. It makes them more comfortable with choosing your services.

We advertise 1-800-HURT-911® in a motorcycle magazine where motorcyclists see our full-page ad every month. Injured motorcyclists frequently tell us that they found us in the organic search results of Google and clicked on our website because they recognized us from the magazine. This is because every page title on our website ends with 1-800-HURT-911® or HURT911®, depending upon the length of the page title.

Improving Click through Performance Ratio of Online Advertising

Cross-branding not only improves the click through performance of organic search results but it also significantly improves the performance of pay per click advertising.

The title of every pay per click ad should include your brand. If you have a vanity phone number for your law firm, your vanity phone number is your brand and that’s what should be in the title. When you become a 1-800-HURT-911® licensee, it should be included in the ad title.

Using any vanity phone number in the title of your online advertising and website pages will significantly improve your click-through ratio. Using 1-800-HURT-911® screams attention and convinces potential personal injury clients “that’s who I want to call for my accident”.

It’s absolutely vital that you use a brand and consistently brand your law firm throughout all forms of online and off-line media because both branding and cross-branding will significantly increase ROI results from your investment in both advertising and your website.

According to the article How to Gain More Branded Search Volume to Your Website, a Nielsen study found that 87 percent of consumers engage with a second screen while watching TV.

TV advertising will increase your Google advertising rank because TV will significantly increase the number of searches for your brand and the number of people clicking on your ad. With more people clicking on your ad, the search engine makes more money and improves your rank.

Read more about advertising for personal injury lawyers

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32%+ More Clients with a Website Badge!

Lawyers have a choice of many types of website trust badges and awards for law firm websites.

Some trust badges and awards are free but most require a one-time or annual fee. There are the obvious trust badges and awards which are related to law but there are some that can be displayed on a law firm website which are unrelated to law.

Displaying website badges and awards related to law obviously creates credibility and ability but why would you want to display website trust badges and awards which are unrelated to law? Because they create credibility and trust and thereby increase conversion and ROI.

What is a conversion? A conversion occurs when a website visitor performs a desired action such as calling you or submitting their information.

Businesses have reported that conversions increased after displaying only a secure SSL seal.

Comodo secure SSL sealThe Comodo secure SSL seal is displayed on PersonalInjuryAdvertising.com in the left column and in the footer of our law firm website NewYorkMotorcycleAccidentLawyer.com.

Displaying the American Express logo will also increase conversions. While personal injury lawyers don’t take credit cards, other lawyers may be able to display credit card logos.

By displaying a self-made money-back guarantee and an app store button, Understand Quran increased sales by 32.57%! Personal injury lawyers and other attorneys can easily create a fee guarantee seal.

An article at Law Technology Today says potential clients look for indications of trust when choosing a lawyer and that badges are a way to offer that trust to potential clients.

markmywordsmedia.com says that quality, well-placed trust elements will provide proof that you’re an actual lawyer. I don’t think that’s a problem with a well-designed website but potential clients usually want a lawyer who specializes in their problem.



The Verified Personal Injury Lawyer seal shows potential injury clients that your law firm is what they are looking for.



Some non-legal trust badges and awards you can display on your law firm website:

  • SSL
  • TRUSTe Privacy certification seal
  • Self-made fee guarantee seal
  • Better Business Bureau
  • Sponsorship of associations and charities
  • Website design award

These are a few of the many legal trust badges and awards you can display on your law firm website:

  • Avvo has several website badges and I display four of them on our law firm website. I also pay monthly for a Pro designation and to remove competitor ads.
  • Million Dollar Trial Lawyers™ has 4 awards and a verification.
  • Ethical Lawyers of America – This seal showing certification of adherence to their terms of ethics is FREE.
  • We even display the logos of our legal research Westlaw and our personal injury case management software SmartAdvocate.
  • Bar associations.

Million Dollar Trial Lawyers™ logo

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How to Get More Clients from Your Attorney Website

3 items every lawyer’s website needs to convert the most potential clients into clients:

  • Branding — Your website needs to create at least a small amount of instant branding. Something needs to grab your website visitor’s attention and impress them.
  • Reviews / Testimonials — Reviews and video testimonials work wonders.
  • Multiple methods of contact is crucial.


Try to create a brand that does not include your law firm name. If you want to brand your law firm’s name, you’ll need millions of dollars.

If you’re concerned about your state ethics rules allowing the use of a trade name, just use a brand in addition to your law firm name.

Gagnier Margossian,LLP calls themselves “GAMA LAW”. I know a law firm that calls themselves the “Killer Bees” and uses a logo with a killer bee. You can even use a word that has nothing to do with law. A new real estate website calls themselves “Purple Bricks”. Not that you should call yourself Purple Law but that stands out and is a lot more brandable and memorable than Gagnier Margossian,LLP.

Although they are not great brand names, a quick look at the top 20 law firm brands reveal many names that are short and/or a little different than a regular name. These names all stand out better than most law firm names and have been shortened for branding:

  • DLA Piper
  • Clifford Chance
  • Jones Day
  • Freshfields
  • Linklaters
  • Denton
  • Skadden
  • White & Case; and
  • CMS

Even Norton Rose Fulbright and Eversheds Sutherland stand out a little because of the names and Fulbright and the name Sutherland.

Ask Marcum Is another good example where an accounting firm The name short and simple and branded it with the slogan Ask Marcum.

My suggestion is to stay away from names. Purple works a lot better!

To get some ideas, look on Google images for law firm advertising. Especially look at billboards to see what grabs your attention.

If you have a vanity phone number don’t even bother looking. Your vanity phone number is an instant brand.


Reviews are the second most important item to convert potential clients into clients, after branding. We use BirdEye for written reviews which also posts copies of the reviews on our website.

Everyone reads reviews when buying something on the Internet. It’s no different for people looking to hire an accident lawyer. When someone injured in an accident lands on your website, they will look for reviews.


Video testimonials can be even more powerful than written reviews but don’t ignore written reviews just because you have video testimonials. They are both important.

If you don’t have a video testimonial on your website now, call your lawyer marketing agency and get it done as soon as possible.

Video testimonial from a personal injury client who called 1-800-HURT-911



  • Phone Number — The majority of website visitors who contact us, call our phone number.
  • Chat Service — Website visitors tend to use the chat service after hours.
  • Email Form — This is hardly ever used.

Give potential clients who visit your law firm website as many ways as possible to contact you. Some website visitors might want to call but not email you while others may not want to call but will send an email or would rather talk to someone by chat.

According to a study of US customers by research agency eConsultancy, phone calls were the most preferred method of contact, slightly beating out email and live chat. Click to call was the least preferred method but still preferred by a significant number of people.

ConversionSciences says “Calls are king.”

  • Phone calls are 10X more likely to lead to a sale
  • 61% of mobile searches result in a phone call
  • 52% of mobile ad clicks result in a phone call


Make sure that all of your contact methods, phone, chat and email, are clearly visible from every page on your website.

Your contact information should be displayed at the top of your website; in the left or right column if your website has one; at the bottom of your website; and even on the page.

Our website newyorkmotorcycleaccidentlawyer.com prominently displays the phone number in a stationary banner across the entire width at the top of the website. The phone number is also displayed in the first and second image in the image carousel.

Our website also uses a “hello bar” which always stays at the top of the page as the website visitor scrolls down the page. The “hello bar” has a clickable phone number and email button designed to stand out and displays a call to action message.

In the left column our phone number is prominently displayed and is clickable. Below that is an easy to notice email contact form.

The phone number is also prominently displayed on the homepage near the top of the page. Again, the phone number here is also clickable.

The website also has a Contact Us page which can be reached from the website menu.

If your law firm has a vanity phone number, it should be prominently and largely displayed across your website as your brand. A vanity phone number is what makes potential clients want you to be their lawyer.

This article shows some examples of websites with vanity phone numbers.

This image shows the homepage of the lawyer website with the following:

  • “Hello Bar” at the very top with phone number and email contact button;
  • Vanity phone number logo displayed large across the width of the website;
  • Vanity phone number in the carousel image displayed only on the homepage; and
  • Vanity phone number logo in the left column.

Website showing lawyer's vanity phone number


The majority of potential clients who contact us do so by calling. We obviously use the vanity phone number 1-800-HURT-911® but if your law firm has a numeric number, most website visitors will still call.

Your vanity phone number and numeric telephone number should be clickable so that mobile phone users can simply touch your phone number to call. This is easily done using the HTML code <a href=”tel:1-800-XXX-XXXX”>1-800-XXX-XXXX</a> (just substitute your phone number).

Your phone number should be prominently visible from every page on your website.


Using a chat service is a requirement. Website visitors viewing your website after hours will usually assume that your law office is closed and will give their information to a chat service. Even during office hours, we occasionally have a website visitor giving their information to our chat service.

We use and highly recommend Ngage Live Chat.

Ngage Live Chat offers a substantial number of features and methods to contact a lawyer. Ngage Live Chat can even integrate with your law firm’s Facebook page.

We have Ngage email both myself and my partner and send a text message to both of us. This lets us contact the lead within minutes of the chat no matter where we are. In fact, I received emails and text messages while on vacation in Paris and was able to call the lead within minutes from Paris. This year, I’ll be on a cruise in the Mediterranean but I’m paying for Wi-Fi so I’ll never be out of contact.

Best of all, Ngage Live Chat only charges for quality leads. When you get a lead by live chat which you feel is not an appropriate lead, simply click a link to request a credit. When we get leads outside our geographic area or from people asking a question but are not potential clients, we simply request a credit which is always promptly given.

This image shows the Ngage Live Chat screen which can be dismissed by the website visitor but there is always an easily found button on the left and bottom right of the page for the website visitor to engage chat should it be desired.

live chat service on website


The email form should be simple and not request a lot of information. Some lawyer websites have contact forms that ask for details about the visitor’s case such as the date of accident and even more detailed information.

Potential accident clients may not even know the date of the accident or other information requested. Furthermore, requiring a website visitor to answer any more information than necessary to contact the potential client should be avoided because people simply don’t like to fill in a lot of information or don’t want to disclose information.

We only ask website visitors to fill in the following information on our contact form:

  • First name (required)
  • Last name (not required)
  • Phone number (required)
  • Email address (required)
  • Message (required)


Our contact page has a clickable phone number; Ways we can provide a free consultation; Geographic areas we serve; Office locations with photos; Images of our business cards and Smart phone code.

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