Are Vanity Phone Numbers for Personal Injury Advertising Important?

A vanity phone number is important for lawyer advertising and especially personal injury advertising to substantially increase ROI.

Is a phone number indispensable? No, but it will make a big difference, especially for personal injury advertising, because very few personal injury lawyers have a brand.

Why Do Lawyers Need a Vanity Phone Number for Advertising?

The reason lawyers need a vanity phone number is that lawyers don’t have an existing brand. A vanity phone number solves that problem because it creates an instant brand.

Instant branding is important for all types of personal injury advertising but see why it is especially crucial for radio, billboards, and Google Ads for lawyers.

How Does Branding Improve Advertising for Lawyers?

Personal injury lawyers use a type of advertising called direct response advertising to get people to call or contact the lawyer now. The problem is that the advertising reaches people who are afraid to call a lawyer they don’t know.

Direct response advertising produces much better results and ROI when branding is associated with direct response advertising because it makes people feel like they know the lawyer even though they have not previously used the lawyer.

Branding makes people comfortable with their choice of calling a lawyer they don’t know. The better the brand, the more comfortable people feel, and the more they will want to call the lawyer.

Is There a Difference Between Vanity Phone Numbers for Lawyer Advertising?

Yes. Because a vanity phone number is a powerful brand, it acts like your front desk receptionist. Therefore, a lawyer must carefully choose which vanity number to use.

A vanity phone number that uses the word LAWYERS or ATTORNEY is good for a general practice law firm because people will call with any legal problem, from divorce to an eviction, even if they see a commercial showing a car accident.

I was told by a lawyer who used 1-800-LAWYERS in several states that he gave up the vanity number after using it for six months because 50% of the calls were unrelated to personal injury, and most of those were for evictions.

A law firm that only wants personal injury cases should find a vanity number that isn’t too general or too specific.

For instance, a vanity phone number that uses the word car crash, car wreck, bike, or motorcycle will attract only people in an accident matching the vanity number, even if they see a commercial for all accidents.

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Is a Vanity Phone Number Difficult to Obtain for a Law Firm?

Vanity phone numbers are very difficult to obtain. Even a mediocre vanity number is worth getting if you can get one. But like anything else, a good vanity number works better than a mediocre one, and a great vanity number works better than a good one.

A good vanity phone number is very difficult to obtain without licensing. A great vanity phone number is almost impossible to obtain.

How Much Does a Vanity Phone Number Cost?

A great vanity phone number typically costs $1,000,000 or more to buy. You can’t legally sell or buy a phone number, but it can be legally transferred by selling a domain name that comes with the phone number.

An affordable way to use a great vanity phone number is to license exclusive use for your market. Make sure your license agreement is for a large enough territory. Never license a vanity number by area code or zip code.

Make sure your license agreement doesn’t allow the vanity phone number to be given to another lawyer willing to pay more than you. That happened to a lawyer who lost the use of his vanity number and then became a licensee of the best vanity phone number, 1-800-HURT-911®.

I know vanity phone numbers work for personal injury advertising, and I know the HURT911® advertising program works because I’m a personal injury lawyer and advertise 1-800-HURT-911®.

Some people think that vanity phone numbers are no longer relevant because of Google advertising, other online advertising, and smartphones, but the reverse is true. The branding power of vanity phone numbers makes them even more important for Google Ads and online advertising.

Testing with Google Ads showed that using 1-800-HURT-911® in the ad title resulted in an ROI of an additional 640% over using our law firm name. That’s huge!

Let me tell you how, in just two years, I signed cases worth several million dollars before we started using Google Ads!

Videos About 1-800 Vanity Phone Numbers

CNBC on How 1-800 Vanity Phone Numbers Increase Business

Importance of 1-800 Vanity Phone Numbers (1-800-HURT-911 is featured HERE)

Why Should I Get a Vanity Phone Number?

Advertising a 1-800 vanity phone number for personal injury lawyers on TV can significantly increase your return on investment. If you’re advertising on radio and/or billboards, you’re throwing your money out if you don’t advertise a 1-800 vanity phone number—

—Because your law firm name won’t get potential clients to call you!

Branding Your Law Firm With Toll Free Vanity Number

Articles About 1-800 Vanity Phone Numbers

Get Your Phone Ringing By Having The Right Number By Ken Hardison, founder of Law Practice Advisor and the Legal Marketing Association PILMMA.

1-800 ADVOCACY Vanity Phone Numbers Make Your Firm Less Forgettable BY LAURA HODES ABA JOURNAL (also features 1-800-HURT-911)


Study Reveals Consumers Have Higher Recall of Vanity 800 Numbers in Advertising vs. Numeric Toll-free Phone Numbers and URLs

Study Shows Consumers of all Ages have a Higher Recall Rate of Toll-free Vanity 800 Numbers Compared to Web Addresses

Toll-Free Numbers as Direct Response Mechanisms in Billboard Advertising

Use of Toll-Free Numbers in Consumer Magazines and Print Advertising – I use 1-800-HURT-911 as the focal point in my magazine advertising, and it works!

Use of Toll-Free & Vanity Numbers on the Internet– I use 1-800-HURT-911 as the focal point on my websites, and it works!

Case Studies of Vanity Phone Numbers

Multi-Location Hospice Provider Evaluates Their Ad Spend Effectiveness with Vanity 800 Numbers – Finding: sales increased 213%

Medical Research Clinic Charts A 33% Increase in Call Volume By Using An Unforgettable 800 Number

50% of Incoming Calls to Custom 800 Number Become Sales For Health Insurance Broker

Vanity 800 Number Increases Response to Tv Ad Campaign & Brands Cosmetic Physician

Vanity 800 Pitch Helps Agency Win Account, Boosts Sales for Skeptical Client – The only thing I disagree with here is the use of three different vanity phone numbers for tracking. There are other ways of tracking, and overall success would be substantially increased by branding one vanity phone number.

Pain Centers Bring in 20% More Patients Each Month After Activating a Vanity Number – Important note: the 20% increase was done with an 888 number!  The increase in patients would’ve been much higher with an 800 number.

Examples of Advertising Results With a Vanity Phone Number*


$50,000 monthly TV advertising budget WITHOUT 800 vanity number yields approx:
204 calls; 14 cases @ $45,000 avg ea & 1/3 legal fee = $210,000 monthly earned fees

$50,000 monthly TV advertising budget WITH 1-800-HURT-911 yields approx:
297 calls; 20 cases @ $45,000 avg ea & 1/3 legal fee = $300,000 monthly earned fees


$20,000 monthly radio advertising budget WITHOUT an 800 vanity number yields approx:
4.76 calls; 0.33 cases @ $45,000 avg ea & 1/3 legal fee = ($15,000) monthly loss

$20,000 monthly radio advertising budget WITH 1-800-HURT-911 yields approx:
66.66 calls; 4.66 cases @ $45,000 avg ea & 1/3 legal fee = $69,999 monthly earned fees.
Our radio ads target even higher value, fast cash flow cases!


$10,000 monthly advertising budget WITHOUT an 800 vanity number yields approx:
0 calls; 0 cases @ $45,000 avg ea & 1/3 legal fee = $0 monthly earned fees.
Benefit to your TV & radio advertising = almost nothing.

$10,000 monthly advertising budget WITH 1-800-HURT-911 yields approx:
12.5 calls; .875 cases @ $45,000 avg ea & 1/3 legal fee = $13,125 monthly earned fees.
Benefit to your TV & radio advertising = can increase calls from TV by 50%.

Internet Advertising

Read about how using 1-800-HURT-911®  in Google Ads will increase your ROI.

Google Ad comparison with vanity phone number

*Actual results will vary depending upon many factors, including market rank, demographics; the amount of actual ad budget; station programming; competition; competition for ad space from other large advertisers such as elections or large short-term advertising campaigns from companies such as Verizon, political ad campaigns, and many other factors.

Philip L. Franckel, Esq., is the author of this article.

Phil Franckel is the owner of 1-800-HURT-911® and over 1,100 domain names. He is a personal injury lawyer and a former Member of the Board of Directors of the NYS Trial Lawyers Association. He is an expert on branding, advertising, marketing, and SEO. He has been doing SEO since 1994. Phil Franckel has written and produced TV commercials for lawyers and other industries and has been a consultant to owners of vanity phone numbers. Phil has a blog about lawyer advertising at Phil Franckel began his first business in 8th grade, owned businesses in various different industries, and worked freelance for ABC Wide World of Sports and Monday Night Baseball. In his spare time, Phil Franckel is the Commanding Officer of the Communications Bureau of the NCPD Aux. Police Section.