How to Market Bicycle Accident Cases (Without Lumping Them Into MVA)
By Brittany Winters, Director of Client Relations
Bicycle cases look like they belong in your general car-accident campaign. They don’t. The injuries are different, the search terms are different, and — like motorcycle cases — there’s a victim-blaming bias to overcome. Treat them as a footnote to MVA and you’ll quietly hand them to the firm that markets to cyclists on purpose.
Why bicycle is its own case type
A cyclist hit by a car has almost no protection, so the injuries run severe — fractures, head trauma, road rash. But cyclists fight a built-in assumption that they were reckless or "not supposed to be there," and adjusters use it to discount the case the moment it sticks. That’s a different problem than a standard two-car wreck, and it needs different handling.
Reach cyclists directly
- Paid search and LSAs for "bicycle accident lawyer," not lumped into general car-accident terms. People search the specific phrase. (Here’s how LSAs vs. PPC split the work.)
- A dedicated case-type page that names the severe injuries these cases carry and signals you understand the cyclist’s position.
- Content that takes the fault question head-on, since that’s what an injured cyclist is searching.
Frame against the bias at intake
Like motorcycle cases, bicycle cases are shaped early. Your intake has to recognize the severity and capture the right-of-way and driver-fault facts while they’re fresh — lane position, the driver’s actions, witnesses, any bike-lane or signal details. Get those on the first call and you protect the value before the insurer’s "the cyclist darted out" narrative sets in. (A cyclist-aware intake is built to do exactly that.)
The takeaway
Bicycle marketing is severity plus framing, aimed at a searcher who uses specific language. Speak to cyclists directly, qualify the serious injuries, and capture the driver-fault facts early. Do that and you sign cases other firms undervalue; fold them into MVA and you’ll keep losing them.
Want it run for you? Here’s how we market bicycle cases.
Frequently asked questions
Why not market bicycle cases as part of a car accident campaign?
Cyclists search with specific terms, carry more severe injuries, and face a fault bias that car-accident clients don’t. A dedicated case-type page and cyclist-aware intake convert better than burying these cases in general MVA traffic.
What bias affects bicycle accident cases?
The assumption that the cyclist was reckless or wasn’t supposed to be on the road. Adjusters use it to discount the case, so capturing the right-of-way and driver-fault facts early is essential.
What should intake capture on a bicycle case?
Injury severity plus the facts that establish driver fault — lane position, the driver’s actions, bike-lane or signal details, and witnesses — gathered on the first call while memories and evidence are fresh.
Want this run for your firm?
See exactly where your retainers are leaking — then decide. One firm per metro.