Overview

A practical, no-nonsense A-Z handbook for anyone responsible for growing a personal injury practice in a crowded, digital-first market. Who this book is for - Partners, practice managers, in-house marketers and external advisers who need marketing that delivers enquiries, respects professional duties and scales without creating compliance risk. What it is This is a concise, implementation-focused manual that turns marketing theory into action. Each A-Z entry explains what matters, why it matters, and what to do next so you can move from idea to execution with minimal fuss. The book synthesises hands-on experience working with personal injury firms, marketing teams and service providers, and it responds to the realities of platform policies, advertising rules and data protection. Why it works Marketing for personal injury practices cannot be a collection of disconnected tactics. Christian Strutt frames every topic - from Acquisition Funnels (A) to Zoom Consultations (Z) - as part of a single ecosystem: Visibility → Conversion → Intake & Service → Trust & Reputation → Governance → Measurement. That systems view is central to sustainable growth and is threaded through chapters on Google Ads, SEO content, local visibility, intake optimisation, compliance, GDPR, UX, video, reviews and more. What you'll find inside - Practical entries covering the full marketing lifecycle: high-intent PPC, keyword strategy, Google Business, local SEO, paid social, programmatic, retargeting and funnels. - Conversion-focused guidance on landing pages, UX, CRO, messaging for vulnerable clients, and specialist positioning. - Operational playbooks for intake, handover, call handling, CRM and call tracking so enquiries turn into chargeable work. - Compliance and governance tools: claims advertising rules, GDPR advice, quality control checks and X-Ray audits to identify risk early. - Measurement frameworks that move beyond cost-per-click to cost-per-claim, average claim value, conversion rates and lifetime value. - A short, sequenced roadmap for prioritising work: audit, fix compliance and intake, stabilise measurement, optimise first contact, and invest in content and local SEO while testing paid channels. Strategic themes and rules of thumb Christian sets out the recurring truths that separate predictable growers from the rest: put the client experience at the centre; treat compliance as strategy; invest in durable assets; measure in economic terms; optimise the marketing→casework handover; favour specialist positioning; and build a culture of testing and defence. Practical rules include fixing compliance and intake first, measuring cost per claim, starting with local intent, improving first-call handling, prioritising accessible plain-English content, and designing technology to remove friction rather than hide poor process. How to use the book Read it straight through to build a coherent plan, or dip into individual chapters as an on-the-job reference. Use the tactical checklists and rules of thumb to shape strategy, brief suppliers, test tactics and ask the right questions of counsel. This is a guide, not legal advice - use it to make better decisions and to protect both clients and the firm. About the author Christian Strutt draws on direct experience advising PI firms and marketing teams through regulatory and platform change. He runs Milton Keynes Marketing and writes to make marketing directly useful to the everyday work of legal practices. If your aim is reliable growth that produces the right enquiries, treats people with dignity and keeps the firm compliant, this A-Z will give you the framework, the tactics and the roadmap to make that happen. Buy it to turn marketing thinking into measurable, defensible results. This book is by Christian Strutt of Milton Keynes Marketing digital agency www.MiltonKeynes

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