For personal injury lawyers

Be the firm they ring before the insurer calls back.

In-House is your AI marketing team. It actually puts your ALA-member practice in front of the injured worker, motor-accident claimant or TPD applicant searching at home from the couch, splits MAC and WorkCover and public liability and medical negligence into their own pages, and keeps every no-win-no-fee mention inside the Legal Services Commissioner disclosure rules for your state.

No charge for 7 days Cancel in two taps Live in nine minutes

Three options. Only one actually works for your business.

Agency

$2,500 to $4,500 / mo

Slow. Expensive. Removed from your business.

You get a polished site, a quarterly Google Ads spreadsheet, and an account manager who has never read a MAIA notice of claim. Meanwhile Maurice Blackburn, Slater + Gordon, Shine Lawyers and Carter Capner outbid you on 'personal injury lawyer near me', and your intake comes from the same three GP referrers you've had since 2019.

DIY tools

$80 to $200 / mo + your evenings

Cheap, but it just hands you a dashboard.

Squarespace, Google Ads, Mailchimp, a LinkedIn account that gets a post a quarter. Cheap, but you draft the WorkCover explainer between client statements at 9pm and the LPULAR disclosure check sits in the back of your head every time you type the words 'no win no fee', so you delete the paragraph and ship nothing.

ACTUALLY DOES IT

In-House

$299 / mo flat

Cheap, and it actually does the work.

The AI marketing team writes the claim-type explainers with the full no-win-no-fee disclosure baked in, ships a service page for MAC, WorkCover, public liability, medical negligence and TPD + super, runs the Google Ads with state-specific advertising compliance pre-checks, and posts the settlement learnings (anonymised). You upload a topic between client conferences and approve the week from your phone.

The injured claimant Googles once, on the couch, and the national firm gets the call

The reality

Personal injury searches happen at home, on a couch, six weeks after the accident, when the insurer has finally stopped offering a quick settlement and the claimant realises they need their own lawyer. They type 'personal injury lawyer [city]' or 'WorkCover lawyer NSW' or 'no win no fee car accident' and the first page is a wall of national-firm bidding: Maurice Blackburn, Shine Lawyers, Slater + Gordon, Carter Capner, plus the legal directories selling the lead to four firms at once. The real local plaintiff firm with ALA membership, a 14-year ledger of MAC settlements, and a senior solicitor who'd actually meet the client in person, sits on page two. And because every state runs different disclosure rules on 'no win no fee' (NSW LPULAR, VIC LPULA, QLD LPA), the firms with the cleanest compliance posture are the ones who publish the least, while the national firms have a dedicated marketing team to thread that needle every week. The injured claimant ends up signing a costs agreement with whichever firm picked up the call on a Tuesday morning, and the better local lawyer never gets a chance to scope the claim.

What good looks like

Good personal injury marketing is three things, in this order: a claim-type service-page library that splits motor accidents (MAC), workplace injury (WorkCover NSW or VIC WorkSafe or QLD WorkCover), public liability, medical negligence (with expert-report process explained), and TPD + super insurance claims into their own pages, each ranking for the queries that bring high-value matters instead of competing with itself; a state-aware compliance layer that puts the right no-win-no-fee disclosure under every cost mention (NSW vs VIC vs QLD wording is different), surfaces ALA membership and Specialist Accreditation status above the fold, and includes the claim-eligibility checker that filters time-barred enquiries before they hit your intake team; and a Google Business profile that calls out the practice's state Law Society membership, the senior solicitor's admission date, the claim types you actually take, and the suburbs and regional towns you'll travel to.

National PI firms own the SERP

Maurice Blackburn, Slater + Gordon, Shine and Carter Capner outbid every local firm on 'personal injury lawyer [city]' and 'no win no fee'. They run national marketing budgets and a state-by-state compliance team. The local ALA firm with a better lawyer-per-claim ratio ranks underneath them.

Five claim types, five marketing plans

MAC, WorkCover, public liability, medical negligence, TPD + super insurance. Each has its own statute, its own time limit, its own claim form, and its own keyword set. A single 'personal injury' page loses to five sharp claim-type pages.

No-win-no-fee disclosure chills the copy

NSW LPULAR, VIC LPULA, QLD LPA: each state has explicit disclosure rules on 'no win no fee' costs agreements and what an ad can promise. Most firms publish nothing on it rather than risk a Legal Services Commissioner complaint.

Real work. Not a slide deck.

In-House publishes to your real accounts and your live site. Here is what a personal injury practice sees in the first weeks, in the actual format it lands in.

Web Agent

Live · yourfirm.com.au/workcover-claims-nsw

yourfirm.com.au/workcover-claims-nsw

New claim-type service page: 'WorkCover NSW claim lawyers' H1, the icare workers compensation process walked through in plain English (claim form, insurer-decision timeframes, work capacity decisions, common-law damages threshold of 15% WPI), ALA member badge above the fold, free initial 30-minute scoping consultation CTA, NSW LPULAR-compliant no-win-no-fee disclosure block at the foot. Indexed in 48 hours, ranking page one for 'WorkCover lawyer Parramatta' inside two months.

One page per claim type, one disclosure block per state

Advertising Agent

Live · Google Ads · claim-type targeted, LSC compliance-checked

Ad · yourbusiness.com.au

MAC Claim Lawyer Sydney · ALA Member · Free Initial Consult

Motor accident claim lawyer. ALA member firm, 16 years on the MAIA panel. Free initial 30-minute eligibility scope. No win, no fee on accepted matters, with full LPULAR cost disclosure provided in writing before you sign.

Every ad pre-checked against Legal Services Commissioner NSW rules

SEO Agent

Auto-applied · approval rules

Google Business Profile and legal-services schema

 Profile primary category corrected from 'Lawyer' to 'Personal Injury Attorney', services list expanded from 4 to 18 (MAC claim, WorkCover NSW claim, public liability, medical negligence, TPD super insurance, income protection, asbestos, +11 more), ALA membership and Law Society admission date added to the description, legal-services schema deployed sitewide, 'in person, video, hospital visit' attribute added to consultation options. 

Live in your profile within the hour

Your direct line

Email Sam between client conferences. Disclosure-checked drafts by morning.

Sam is your AI Account Lead. Email Sam a new claim type you want to focus on, a recent settlement learning you can share anonymised, a state-specific statute change you want addressed, an ad budget shift before a public holiday long-weekend (when MAC search volume spikes). Sam briefs the agents, LSC-compliant drafts land in your inbox, two taps to approve, the team ships it.

A topic you'd love an explainer on (anonymised case learnings) A new claim type you're focusing on (e.g. asbestos) A state statute or threshold change to address An ad budget shift before a long-weekend MAC spike A bad review you need a hand replying to within the rules

Mail

From you@yourfirm.com.au · To sam.walker@use-ih.com

Want to lean into TPD super claims, brief the team?

Hey Sam, getting a lot more TPD super enquiries since the redundancy wave hit construction in NSW. Worth pushing as a focus for the next quarter? The TPD page is buried two clicks deep and we don't have a 'TPD claim rejected, what now' piece. Compliance angle: don't want to imply every rejection is reversible because plenty aren't.

Sam Walker · Account Lead

sam.walker@use-ih.com

Replied

On it, and the rejection-honesty flag is exactly right. Web Agent will lift the TPD super page to top-level navigation tonight, with a clear 'when a TPD rejection can be reviewed and when it can't' section so the page reads as accurate-and-protective rather than guarantee-and-sell. Advertising Agent will spin up a new ad group for 'TPD super claim NSW' and 'TPD claim rejected what now' with copy pre-checked against LPULAR. Content Agent will draft a 'TPD super claim rejected: review pathway, evidence requirements, time limits' guide for the fortnight after. Drafts in your inbox by 9am, all LSC-flagged.

Preview the TPD page lift

$299 / mo

Flat. No tiers, no markup.

9 min

From sign-up to live marketing.

60+

Pieces of content a month.

Contracts. Cancel any time.

Six agents, working in your accounts.

Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.

Account Lead

Builds your annual plan around the claim types that actually pay your settlements (high-WPI common-law matters, TPD with strong policy wording, public liability with clear duty of care) rather than chasing every personal-injury keyword. Briefs the other agents so the service pages, the LSC-compliant ads, the social explainers and the Google Business profile all reinforce the 'ALA-member local firm with senior-solicitor attention on every file' positioning, instead of competing with Shine on national broadcast spend.

Answers: national pi firms own the serp

Web Agent

Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new claim-type page a fast job. Ships a clean service page for motor accidents (MAC), WorkCover or WorkSafe by state, public liability, medical negligence, TPD + super insurance, income protection, and asbestos, each with the ALA badge above the fold, plain-English claim-process explainers, a free 30-minute scoping consultation CTA, and a state-correct no-win-no-fee disclosure block, to your live site in two taps.

Answers: five claim types, five marketing plans

SEO Agent

Goes through your live site for the things that actually move personal-injury rankings: claim-type-specific H1s on every page, legal-services schema with Specialist Accreditation status (where the lawyer holds it), state-specific service-area markup for the regional towns you'll travel to, and a Google Business Profile that beats the national firms on completeness for your suburbs. Auto-applies the low-risk fixes, flags anything touching settlement-figure claims.

Answers: national pi firms own the serp

Advertising Agent

Launches Google Ads on the queries that actually convert ('WorkCover lawyer [suburb]', 'MAC claim lawyer [city]', 'public liability lawyer [suburb]', 'TPD super claim', 'medical negligence lawyer [city]') with a built-in Legal Services Commissioner advertising-rules check against your state (NSW LPULAR, VIC LPULA, QLD LPA) on every ad variant. Excludes broad 'compensation' queries that drag in unwinnable matters and time-barred enquiries. Keeps Meta off for MAC and WorkCover where emotional targeting risks an LSC complaint; uses Meta only for TPD super-claim awareness where the buyer is researching at length.

Answers: no-win-no-fee disclosure chills the copy

Social Media Agent

Turns the claim-type explainers you'd give a client in a first appointment into compliant posts on your real accounts: 'do I have a WorkCover claim if I was injured on the way to work', 'TPD super claim after redundancy', 'common-law damages threshold for WPI', 'medical negligence and the expert-report process'. Every post pre-checked against the state-specific no-win-no-fee disclosure rules. Builds the long-tail trust signal that wins the careful claimant who is comparing your firm against Shine on a second read. You suggest topics, the agent drafts, you approve.

Answers: no-win-no-fee disclosure chills the copy

Content Agent

Drafts the long-form pieces that rank for the queries claimants Google before they call any lawyer: 'WorkCover NSW time limits 2026', 'how is a MAC settlement calculated in NSW', 'TPD super claim rejected what now', 'medical negligence vs medical mistake legal difference', 'settlement vs court hearing path for public liability'. Two drafts a month, in your voice, with the LSC disclosure baked in, that bring the better-prepared claimant to your site weeks before they call Maurice Blackburn.

Live in your accounts, fast.

The heavy lifting comes off your plate the day you sign up. Here is what you see by the end of week one.

Claim-type pages (MAC, WorkCover, public liability, medical negligence, TPD + super, income protection) split and indexed inside the first fortnight.
State-specific no-win-no-fee disclosure block (NSW LPULAR or VIC LPULA or QLD LPA wording) wired into every cost mention before it ships.
ALA membership badge and Specialist Accreditation status (where held) hoisted above the fold on every claim-type page by day 4.
Claim-eligibility checker (state-specific time limits) drafted as the cornerstone organic asset by day 12.
Free initial 30-minute scoping consultation CTA made the only call-to-action across the site, with intake form filtering on injury date by day 6.
Google Business Profile rebuilt as 'Personal Injury Attorney' with the state Law Society admission date and ALA badge in the description by day 3.

See pricing No charge for 7 days Cancel in two taps Live in nine minutes

Your first 30 days.

Six claim-type pages (MAC, WorkCover by state, public liability, medical negligence, TPD super, income protection) indexed and ranking on long-tail claim queries
Annual plan weighted to the claim types that actually pay common-law damages, delivered by Sam
Google Business Profile rebuilt as 'Personal Injury Attorney' with ALA membership and admission date in the description
LSC-compliant Google Ads live on claim-type queries, with state-specific no-win-no-fee disclosure links in the destination pages
Plain-English claim-eligibility checker published, covering state time limits for each claim type, as the cornerstone organic asset
Settlement vs court hearing path explainer drafted to position the firm as the careful adviser rather than the quick-settle shop
Legal-services structured data plus Specialist Accreditation markup deployed sitewide where held
Free 30-minute scoping consultation CTA made the only action across the site, with intake filtering on injury date and claim type

The bottom line

Personal injury claimants do not shop firms. They Google once, on a couch, six weeks after the accident, and ring whoever has a calm claim-type page that uses the right words for their situation. The work is making sure that result is your firm, with your ALA membership visible, the state-specific no-win-no-fee disclosure already on the page, and the senior solicitor's name attached to the practice area, not a Maurice Blackburn ad that funnels into a national intake queue.

Agencies are too dear to actually run the claim-type service-page library and the state-by-state compliance-checked ads for $4k a month. Tools are cheap, but the LPULAR / LPULA / LPA disclosure rules sit in the back of your head every time you type a fee word, so you publish nothing. In-House is the third option: for $299 a month the agents ship the claim-type pages, launch the LSC-compliant ads, post the plain-English explainers, and keep your Google Business profile beating the national directories. You stay in the driver's seat, two taps to approve from your phone, every cost word pre-checked against your state's rules.

See everything In-House does

No charge for 7 days Cancel in two taps Live in nine minutes

Frequently asked.

No-win-no-fee disclosure rules are different in every state. How does the agent stay compliant?

Every ad copy variant, every social post and every page draft that mentions 'no win no fee', a costs agreement or a fee structure runs through a state-specific Legal Services Commissioner advertising-rules check before it lands in your approval queue (NSW LPULAR, VIC LPULA, QLD LPA, plus the general professional conduct rules in WA, SA, TAS, ACT, NT). The check flags: missing disclosure that uplift fees may apply, missing 'costs agreement provided in writing' wording, outcome guarantees, settlement-amount comparisons against other firms, 'leading' or 'top' superlatives without verifiable evidence, and any language implying a fee waiver where the cost cap doesn't actually apply. Anything flagged comes back with the specific rule cited, and you approve every draft before it ships.

Can we actually rank above Maurice Blackburn, Slater + Gordon, Shine and Carter Capner?

On the broad 'personal injury lawyer [city]' search, slowly and not always. The national firms run multi-million-dollar paid budgets and own years of national authority. On the claim-type and long-tail searches ('WorkCover lawyer Parramatta', 'TPD super claim after redundancy', 'medical negligence misdiagnosis NSW'), yes, inside a few months, because the national firms run generic landing pages and don't have an ALA-member name attached to the specific claim type. A local firm with six claim-type pages, a complete Google Business profile, and a regularly updated claim-eligibility checker wins the long tail, which is where the better-quality matters live.

We hold Specialist Accreditation in Personal Injury Law. How is that surfaced?

Above the fold on every claim-type page, in the Google Business profile description, in the legal-services schema (so it appears in rich results), in the email signature template Sam can ship for your intake team, and in every social post bio. The SEO Agent verifies the accreditation status is current and surfaces it as a trust signal everywhere a prospect lands. If the accreditation lapses or transfers, you tell Sam and the surfaces update within the hour.

We don't run a no-win-no-fee model on all matters. Can the agent ring-fence it to the right claim types?

Yes. Onboarding asks you to flag which claim types you'll take on a costs agreement and which you'll only quote on hourly. The Web Agent and Advertising Agent split the messaging accordingly: the MAC, WorkCover and TPD super pages carry the no-win-no-fee disclosure block, while the commercial-leaning medical negligence and complex public liability matters carry a 'scoping consultation, written quote on engagement' framing instead. No risk of an LSC complaint from over-broad ad copy.

Will the educational posts breach client confidentiality?

No, by design. The Social Media Agent runs every settlement-learning or case-study post through an anonymisation step: names removed, exact settlement amounts rounded into bands or scrubbed entirely, injury described in general terms, location generalised to the broader area unless the client gives written consent. The post is framed as a general explainer ('claimants in this situation often face') rather than a specific case. You also approve every draft, and Sam keeps a log of which posts were sourced from anonymised matters in case a regulator ever asks.

Can I cancel if it isn't working?

Two taps, any time, no exit fees and no notice period. You keep your imported site, your claim-type service pages, your claim-eligibility checker, and the Google Business Profile work. No agency retainer lock-in, no twelve-month minimum, no percentage of media spend.