Websites for personal injury solicitors
Websites for personal injury solicitors: the funding explained, the solicitor named, the claims companies beaten on trust
A personal injury website has to do what a claims company's cannot: name the solicitor, show the accreditation, explain no win no fee in plain words, and answer the question the claimant is really asking, which is whether they will be looked after. We build that site, with a page per claim type, a funding page written to be read, and an enquiry path that works from a phone at night, from £1,200 as a one-off.
The searches
What claimants type, and the page each search deserves
Personal injury is searched by claim type, and a site that treats it as one service ranks for none of them. Each row below is a page on the sites we build, with the vocabulary the claimant uses and the vocabulary the solicitor does.
| The search | What the page has to say |
|---|---|
| Road traffic accident claim | The whiplash reforms and the Official Injury Claim portal for claims under £5,000: what the client can do alone, where a solicitor still matters, and the honest line on small claims. |
| Accident at work claim | The employer's duties, the fear of losing the job, the three-year limit, and what the firm needs from the client on day one. |
| Slip, trip and fall | Occupiers, councils and supermarkets. Evidence that vanishes in a week, so the page tells the reader what to photograph tonight. |
| Industrial disease | Noise, asbestos, vibration. The date-of-knowledge rule, the employer that no longer exists, and the insurer that does. |
| No win no fee explained | The conditional fee agreement, the success fee and its cap, after-the-event insurance, and what the client pays if the claim fails. |
Sound familiar?
Why personal injury departments come to us
- The claims company outbids you on every search and hands you the claim later, with the client already suspicious of everyone.
- Your site says "no win no fee" in the header and nowhere explains what happens to the damages when you win.
- The enquiry comes at 11 at night from a phone in a hospital car park, and the form goes to an inbox read at 9.
- The department has APIL and Law Society accreditation, and it is on a certificate in the corridor.
- Every claim type is one paragraph on one page, so the site ranks for none of them.
What is different
Four ways a personal injury site is not the general practice site
- The search is national
- A conveyancing search has a town on the end. A personal injury search often does not, and the results are claims management companies, national firms and comparison sites with budgets a local firm cannot match. The local firm does not win by outspending them. It wins on the things they cannot show: a named solicitor with a photograph, an accredited department, an office the client can visit, and a page that explains the process better than theirs.
- Funding is the first question
- Nobody instructs a personal injury solicitor without asking what it costs. The conditional fee agreement, the success fee and the cap of 25 per cent of general damages and past losses, the after-the-event policy, the position if the claim fails: all of it belongs on the page in plain words, because the client who understands it rings, and the one who does not rings the firm whose advert says free.
- The reforms changed the small claims
- Since the whiplash reforms and the Official Injury Claim portal, road traffic claims under £5,000 are designed for the client to run without a solicitor. A page that pretends otherwise loses trust. A page that says which claims the firm takes, which it will help the client run themselves, and why, wins the larger claim and the recommendation.
- The referral fee ban made the website the referrer
- Since the ban on paying for personal injury referrals came into force in 2013, the firm cannot buy the claim. It has to be found, and the two places a claimant looks are the search and the people they know. The site is the firm's own referral source, and it is the one asset the claims companies cannot take a cut of.
How we build it
Six things on the site, in the order a claimant meets them
The claimant arrives on a claim-type page, reads about funding, checks who the solicitor is, reads the process, and then rings or fills in the form. The site is built in that order.
- Built to the SRA's standards on publicity: nothing misleading, the regulated status shown, the funding terms stated
- Your COLP confirms every funding sentence before it goes live; we keep a dated copy
- Loads in under two seconds on a phone, because that is where the claimant is
01
A page per claim type
Road traffic, work, public place, disease, and clinical negligence as a separate practice with its own page, because the searches, the evidence and the limitation rules differ.
02
A funding page, written to be read
The agreement, the success fee, the cap, the insurance, the failed-claim position. In a table, then in sentences. It is the page the client reads twice and the page an AI engine quotes.
03
The named solicitor
Photograph, year of admission, accreditations, the claims they take, a direct line. The claims companies have none of this, and it is the reason to instruct.
04
The accreditation, explained
APIL and the Law Society personal injury accreditation, on the practice page and the profiles, with a sentence on what they mean for a claimant rather than a logo in the footer.
05
The process, in stages
First call, the letter of claim, the medical report through MedCo where it applies, negotiation, settlement or issue, with honest timescales and fixed recoverable costs mentioned where they apply.
06
An enquiry path that works at night
Short form, the phone number in the header, a callback promise with a time on it, and a message to the fee earner on duty rather than a general inbox.
After the site
The claim-type searches with a town are won over months
The site gets the firm found by name and, with the office profile matched, for the town. “Accident at work solicitor” with a town on the end is held by firms that have been adding pages, reviews and mentions for years, and catching them is the monthly work. Every site package on the pricing page includes its first month free, and the retainer is what holds the town for the firm.
Other practice areas
The sites we build for other departments
Related
Related
Website design for solicitors
The full practice site.
AEO: ChatGPT and Google AI
Being named when a claimant asks an AI what a claim costs.
Google Ads for solicitors
Where adverts pay in personal injury and where they do not.
Free audit and quote
Send the site and the town; the reply says whether the town is free.
Questions personal injury departments ask us
Can we say "no win no fee" on the site?
Yes, and the site should then explain it: the conditional fee agreement, the success fee taken from damages and its cap, any after-the-event insurance, and what happens if the claim fails. The phrase without the explanation is what the claims companies do, and it is what makes claimants suspicious. Your COLP confirms the wording.
The claims companies outrank us everywhere. Is it worth trying?
For the national search alone, rarely. For the claim-type searches with a town, for the firm's own name, for the searches that mention accreditation or a named solicitor, yes, and those are the claims worth having. The audit says which searches are winnable in your towns and which are not.
Do we need a separate page for clinical negligence?
Yes, if the firm does it. It is a different practice: different limitation rules, different experts, different accreditation, and a client who searches for it by name. One paragraph under personal injury ranks for neither.
How do we handle the small road traffic claims?
Say what you do. Some firms take them, some help the client through the Official Injury Claim portal for a fixed fee, some decline them and say so. A page that explains the client's options honestly wins the larger claim and the recommendation, and it is what the rules on publicity expect.
What should the enquiry form ask?
Name, phone, when and where the accident happened, whether they have had treatment, and whether anyone else is dealing with it. Short, because the client is on a phone and in pain. The rest is the first call.
Will the department's numbers appear on the results page?
Only with the firm's permission and with the caveats attached. The results page publishes Search Console figures and nothing that cannot be traced to a source.
Get the claims the claims companies are taking from you
Send the firm's site and the town. You get a review of what a claimant sees at 11 at night, what the funding page is missing, and a quote for the site that answers them.