The importance of digital marketing for the legal profession

Juliet D'cruz

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The importance of digital marketing for the legal profession

Digital marketing such as SEO and SEA is indispensable in many industries. Being at the top of Google is vital for many companies. Especially if you have a webshop, you want your website to be at the top when someone is looking for your product or service.

For some industries it is not immediately obvious that a lot is done in digital marketing and seo and seo are still unknown territory. An example of this is the legal profession and more particularly among personal injury lawyers. This is at least the case in the Netherlands.

In the Netherlands you will not often find a personal injury lawyer at the top of Google. If you are looking for a personal injury lawyer in Eindhoven (Dutch: letselschade advocaat Eindhoven) or a personal injury lawyer in The Hague (Dutch: letselschade advocaat Den Haag) in the Netherlands, you will not find a lawyer, but often a personal injury agency. How is this possible and why is the personal injury lawyer in danger of disappearing from the Netherlands?

SEO and SEA in the personal injury industry

About 20 years ago we didn’t know Google or search engines were in their infancy. At that time, the personal injury industry was still dominated by personal injury lawyers. There were personal injury agencies, but these were few. However, with the rise of Google, this changed. Smart entrepreneurs started a personal injury agency and spent a lot of money on internet marketing. They knew the power of digital marketing and had high budgets for SEO and SEA. Where lawyers still advertised in local newspapers with a small reach, these personal injury agencies worked nationwide by setting up smart sea advertising campaigns and ensuring that they also top the list on Google.

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Why so many personal injury agencies in the Netherlands?

Many entrepreneurs in the Netherlands therefore started a personal injury agency and competed with personal injury lawyers with large budgets. Because more and more people started using Google and searched there for, among other things, a personal injury lawyer after an accident, the personal injury agencies did well and gained more and more market share. But why did entrepreneurs get involved en masse in personal injury claims?

In the Netherlands, a unique system applies when it comes to claiming damage after an accident such as a traffic accident, industrial accident or dog bite. The Dutch Civil Code states that the costs involved in recovering personal injury fall under the compensation. In other words, if you suffer injury in the Netherlands as a result of an accident or medical error and someone else is liable for this, you can claim the help of a personal injury lawyer, personal injury specialist or personal injury agency free of charge. It is therefore very lucrative to start a personal injury agency in the Netherlands.

In the meantime, personal injury lawyers have also realized the importance of Google, but they are lagging because personal injury agencies have been involved in digital marketing for many years. Nevertheless, there are now several law firms in the Netherlands specializing in personal injury that are doing well on Google and have remained viable.

In the meantime, there are few or no industries left where digital marketing has not proven to be of great importance. Even personal injury lawyers in the Netherlands are starting to understand the need and see opportunities by using SEO and SEA.

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