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Want a unique, innovative way to market our website?

We are a firm of personal injury solicitors, see http://www.pintopotts.co.uk , we are in an industry that has gained a bad reputation due to the 'claims culture', to combat this we work hard promoting ethics, customer service and human valus, rather than chasing ambulances. We want to promote our website in a positive, ethical and ideally unique way, but this is difficult when many people have a low opinion of our industry, and we also don't want to spend a fortune doing it, we know all about SEO companies, Google Adwords etc'. Hope you have some good ideas!

Public Comments

1. You could always try shamelessly spamming a popular questions and answers site....
2. lots of good ideas at http://www.searchenginebroker.com/
3. Try giving this company a call http://marketrixuk.com and they should be able to help with a full package. However off the top of my head, I would say your site needs redesigning to portay you as an established respected solicitors rather than a tin pot loan company..that would be your first step as it's portaying all the stereotypes of your industry at the moment. Start a blog and talk honestly about your frustration with how the industry is portrayed. Try not to make it too advertspeak or look like a promotional tool. Don't bother with adwords, your industry is saturated which makes it very expensive and ultimately pointless. Look into contributing on a busy forums. Look into creating a code of conduct and create a web directory of sites and firms that sign up to that code of conduct, it all helps to create a more positive view of the industry. Obviously if you contacted us and wanted to work with us then I would spend more time creating a proper plan for you and help achieve your goals. However, that should get you started off the top of my head
4. Guerrilla marketing on the ground. Make it fun, poke fun at "how bad" the industry is. Hit it head on. Make it funny. An ad chasing an ambulance - do it! And then, you can go a couple of ways ... (1) roll with it just admitting who you are ... or (2) juxtapose your firm as the professional, sane alternative. And, differentiate yourself as guys who see the problems with the industry - you're the good guy! For example, look at http://despair.com. They took the cheesy "motivational" business culture from the 90's and turned it on its head in a very satirical and arguably effective way to sell a business book about "demotivation" (or perhaps a more realistic approach to doing business). Also, look at GeekSquad. They parlay the "social ineptness" of computer technicians into ... well ... profit. Check out their ad campaigns if you haven't already. And then there's Apple. "I'm a PC." "I'm a Mac." So, your competition is a PC. You're the Mac. Notice how the Mac is not merely better, but cooler, hipper, more in touch, pretty secure, and not what I'd call too aloof (but a touch so) yet has sympathy for the poor struggling PC. As for SEO, look up a term called "SILO" and follow it. Here's more about SILOing: http://www.bruceclay.com/newsletter/0505/silo.html
5. Sounds like you should consider viral marketing - but you really need to get some marketing professional (no im not offering) to assist you. Maybe you can also spend some time doing research on who your customers really are and where they come from, what "triggers" them to contact you and then use that to build some relationship marketing o/wise you could just be advertising to joe public, and the results wont be what you desire. Look at building relationship with those already in ethical business, likes of Co-op and body shop spring to mind.