PMP conducted research to identify the common behaviors of injured individuals. Our findings shed light on how consumers search for and choose an attorney, as well as their experiences leading up to hiring one. This process, often referred to as the “buying waterfall” outlines the steps of their journey.
We breakdown the process into the following steps: origination, solution identification, identify parameters, non-channel research, channel research and selection, validation, and visit/contact. This blog post details the steps so that you can understand the behaviors of car accident victims and use that knowledge to ensure they select you as their attorney.
Origination
An unexpected event like a car accident disrupts normal life, creating an immediate need for legal assistance. This stage is characterized by the victim experiencing physical, emotional, or financial pain and realizing that professional help is necessary to resolve their situation effectively. The need is rooted in a sense of urgency, as consequences stemming from the event (medical bills, loss of income, insurance disputes) often require immediate action.
Key Insight: At this stage, awareness of legal representation as a solution is often low.
Solution Identification
The victim turns to trusted personal connections—family, friends, or colleagues—for advice and guidance. They might also speak with professionals who intersect with their situation, such as doctors, physical therapists, or police officers. These conversations help the victim clarify their needs and reinforce the idea that legal assistance might be critical to achieving resolution.
Key Insight: Recommendations and word-of-mouth play a pivotal role in establishing the initial perception of legal support as a solution.
Identify Parameters
Armed with initial information, the victim begins defining their criteria for selecting an attorney. This typically includes the type of attorney needed (e.g., personal injury, wrongful death) and an understanding of key attributes like experience, reputation, and success rates. They now start considering what matters most to them—compassion, communication, or assertiveness in court.
Key Insight: This stage is about narrowing focus and setting benchmarks for evaluation.
Non-Channel Research
The victim begins informal research. They might ask additional questions within their personal network or search online for general advice on hiring an attorney. At this point, they are exploring available options, learning about potential firms, and understanding the services provided. Online searches may include general terms like “best personal injury attorney near me” or “how do I hire a lawyer after an accident?”
Key Insight: Building trust and educating consumers through content marketing (e.g., blog posts, FAQs, or testimonials) is critical in this phase.
Channel Research and Selection
After conducting broad research, the victim evaluates specific attorneys or law firms. This involves visiting websites, reviewing online testimonials, reading case studies, and checking attorney ratings or social media profiles. The victim compares options against their identified parameters and develops a shortlist. They may also download resources, such as guides or free consultations, to make a more informed decision.
Key Insight: This stage is where differentiation in branding, online presence, and client reviews can make or break a firm’s chances of selection.
Validation
Having narrowed their options, the victim seeks final confirmation. They may revisit testimonials, ask for second opinions from their network, or read more about the shortlisted attorney’s expertise and past success stories. The victim’s confidence in their choice is solidified by positive reinforcement, such as detailed case results or clear communication during initial contact with the firm.
Key Insight: Reassurance through strong client validation and consistent messaging plays a vital role in securing the victim’s commitment.
Visit/Contact
The victim reaches out to the selected attorney to schedule a consultation or discuss their case. This may involve filling out an online form, calling the office, or walking in. At this stage, the victim is ready to engage, but their first impression of the firm’s responsiveness and empathy is crucial.
Key Insight: A seamless and welcoming experience during initial contact can set the tone for a positive attorney-client relationship.
Conclusion
Overall, it is important to understand the behaviors of an injured person prior to hiring an attorney so that your law firm can know how to interact with them in the most efficient way. The journey to hire an attorney, guided by the buying waterfall theory, reveals a nuanced and emotional process. From the moment an unexpected event creates a need to the point of making contact, each stage reflects the victim’s evolving mindset and priorities. For attorneys and legal marketing professionals, understanding this journey is essential to connect meaningfully with potential clients.
By addressing their pain points, offering clear and compassionate guidance, and establishing trust through validation and responsiveness, law firms can position themselves as the reliable solution potential clients are seeking. Each stage is an opportunity to build credibility, educate the audience, and ultimately, guide them toward making a confident decision.
In an industry that remains highly competitive, aligning your law firm’s strategies with the client’s journey will help you to attract more leads and foster lasting relationships that are rooted in trust.
For help with your law firm’s marketing, contact PracticeMadePerfect today.