Personal Injury Leads

What are Personal Injury Leads? 

Personal Injury Leads are generally defined as someone who has expressed interest in getting a free consultation with a law firm to discuss the specifics of their potential personal injury claim. This can come in the form of a phone call or by filling out a web form, and ultimately the goal of acquiring or generating personal injury leads is to get more cases for your law firm. 

Personal injury lead generation can be a wholly internal effort, with some law firms opting to build out in house marketing teams, hire advertising agencies and SEO companies to build their brand and get the phone ringing. However many law firms are finding that this is a long, expensive, and often frustrating process, and are opting to outsource these efforts to personal injury lead generation companies like us. 

Personal Injury LeadsThe bulk of this page pertains to buying personal injury leads from a lead generation company, but a lot of it can be translated to your internal marketing efforts as well. Buying personal injury leads can be very profitable, or it can be very costly. There are a lot of posts on our blog about asking the right questions before buying personal injury leads, how to do intake to maximize your contact rate, calculating your return on investment, and more resources that can help you be successful with personal injury lead generation companies, so if you have the time please do check it out. 

Assuming you’ve found a good lead generation company and have your intake process dialed in, buying personal injury leads can benefit your law firm in a number of ways: 

  1. Give you a steady, predictable stream of cases. 
  2. Allow you to expand your practice into new geographies and practice areas without having to build out new websites, ad campaigns, etc… you’re plugging into an existing marketing machine that can start sending you valid leads immediately. 
  3. By signing more cases in your area, you’re giving yourself the secondary benefit of expanding your referral base and building your brand within your local community.  
  4. There are a LOT of injuries and people that need legal help. Here are a few enlightening statistics: 

There are literally millions of personal injury cases every year, and millions of different ways people go about seeking legal assistance for their PI claims. By buying personal injury leads, you’re diversifying your marketing and capturing a larger percentage of these cases in your city or state. 

Why Digital?

At PinPoint, all our Legal Leads are acquired through digital marketing, mostly through search based advertising and optimization (more on why that matters below). Digital marketing has been growing and taking a large share of personal injury marketing dollars away from more conventional forms of advertising like TV, Billboards, and the Yellow Pages. 

As more and more people turn to the internet to find help for their personal injury claims, positioning your firm to help more of them find answers is a smart way to ensure your practice thrives. For the first time in 2019, digital ad spend surpassed that of TV and print advertising, and is expected to account for two thirds of all ad dollars by 2023, according to a 2020 report by the Interactive Advertising Bureau.

As the only Personal Injury Lead Generation Company with a large presence on both organic and paid search (more on that below), PinPoint Legal Marketing is in a unique position to benefit from the massive shift to digital in the personal injury marketing space. 

Why Search is a Key Piece of the Puzzle

Read: A Case For Search Based Leads 

As we discussed the benefits of search based leads versus display, social media, or other forms of digital marketing for law firms, we won’t go too in depth here. However it should be noted that there is a key difference between someone who goes onto a search engine like google, yahoo, or bing and searches for something like “what’s the average settlement for whiplash” and someone who happens to see a display ad somewhere or gets an email solicitation to “get compensation for your personal injury claim”. 

Search can also be the most expensive way to market a personal injury law firm (especially if done wrong), due to how highly competitive it is.  Below is a screenshot from June 2020 showing the estimated cost to buy your way to the top of a google search for the following search terms – ALL of which cost per on a pay per click basis than we charge for a single personal injury lead, which is screened and can be returned if unqualified:

Personal Injury Leads Keywords


Intent Matters

The difference is intent. When someone proactively searches for a lawyer or for information about how to maximize their car accident settlement, they are exponentially more interested and qualified than someone who sees an outbound solicitation. That person may have been rejected by one or more law firms, may never have had much of an injury, or may just be trying to get some money during a tough financial time. In any of those instances, that person is probably going to be less likely to sign a retainer with your law firm or have a case that you would be interested in taking. 

How Do Lawyers Get Leads? 

Read our blog post: How Do Personal Injury Lawyers Get Leads 

Lawyers get leads in a variety of ways. There’s traditional advertising like TV, radio, and print. There are branding and networking opportunities within your community and at your local bar association. There are a ton of ways you can market your personal injury law firm online, such as doing search engine optimization, pay per click advertising, or social media marketing. 

Then there’s personal injury lead generation companies. While we certainly aren’t the “end all be all” of personal injury marketing strategies, we can help with a number of things as mentioned above. It’s a predictable, scale-able, manageable way to grow your law firm without making massive personnel and infrastructure changes or investing 6 figures or more on internal marketing efforts. 

When Does Buying Personal Injury Leads Not Work? 

Buying personal injury leads (again, assuming you’ve done your homework and found a good lead generation company to work with) can and should be a big piece of your overall marketing strategy in most cases. However, there are some law firms and situations where you will likely end up throwing money away by buying personal injury leads, even if it is from a good company and the leads are generated through search. Let’s look at a few of those: 

  1. You’re very specialized in the type of personal injury cases you accept, or are only looking for very catastrophic injuries. Any personal injury lead generation campaign is going to generate a lot of your more “run of the mill”, generic, soft tissue injury type cases. There’s simply no way to advertise to people looking for a personal injury attorney without pulling in a slip & fall case with a sprain, or a fender bender with a minor injury. So if you’re a lawyer or firm with an eye only for wrongful death, traumatic brain injury, or aviation accidents, personal injury lead generation probably won’t work for you. There will just be too many cases that you’ll pass on in order to get to the big ones you’re looking for, and in that time you’ll spend a ton of money on the leads and a bunch of resources on intake staff and time to sort through all the leads you’re getting. 
  2. You’re not willing to be persistent. If we’re being frank, personal injury leads, just like any sort of leads in any business, do require some salesmanship. This includes calling early, calling often, sending text messages and emails, and making multiple contacts in the first few days upon receiving the lead. If you don’t have the ability or desire to do this, buying legal leads may not be the best option for your firm. 
  3. You don’t have intake staff or procedures in place to properly follow up on the leads. Going back to the point above, if you can’t be persistent or are too overwhelmed to give people a good experience when you speak with them, personal injury lead generation probably won’t work for you. 
  4. You’re going to get upset at paying for leads that don’t sign up with you, are only looking for free information, or don’t answer/return your calls. The vast majority of leads you’ll receive won’t turn into cases for a majority of reasons – you can’t make contact, they don’t have a severe enough injury to make it worth your time, or they decide to handle the claim themselves. If you’re going to use personal injury leads as a way to grow your practice, you have to look at the overall conversion rates, cost per signed case, and ultimately, Return On Investment on your marketing dollars. For most firms, a 20% conversion rate on leads is a success. Meaning, even the firms who are successful with personal injury leads are going to be “wasting” money on 80% of the leads they pay for. But if you pay $1000 for 10 PI leads and end up with 2 cases that each settle for $10k apiece, you’ve just made over 6 to 1 on your money, assuming a 33% contingency fee. 

The law firms that are the most successful with personal injury leads are the ones who: 

  • Have a good intake team in place, and a good workflow followed to ensure every lead is diligently followed up with and speaks to someone from your law firm who’s knowledgeable, compassionate, and articulate. 
  • Have a good case management software to make sure they are working each lead properly. 
  • Have proper expectations set so that they aren’t going to get upset at a bad run of leads or a bunch of people who want a free consultation but don’t sign up. 
  • Are willing to take a lot of smaller cases in order to “keep the wheels turning” in order to get to the leads that result in 6 & 7 figure settlements. 

What Exactly Qualifies As A “Personal Injury Lead”? 

A lot of personal injury lead generation companies offer what they call “personal injury leads,” but those leads often can include people who are inquiring about medical malpractice, workers compensation, and other areas of law. This can cause a lot of wasted marketing spend and people left without help, since many personal injury lawyers don’t handle med malpractice or workers compensation cases, so the attorney wastes time and money and the person needing help is left looking for another attorney.

While just about all personal injury attorneys will take auto accident leads, many won’t touch a medical malpractice claim, due to the differences in law and insurance policies.

Our Answer: Segmentation

The answer is: segmentation. Be as specific as possible so that the person looking for help gets matched with the right attorney, and so that the attorney doesn’t waste money on marketing for cases they don’t want and waste time speaking to prospects that probably won’t ever turn into a client for them.

At PinPoint Legal Marketing, we try to make things as granular as we can by separating our personal injury leads into 4 distinct categories: 

Rather than grouping them all together, we have a different set of screening criteria and price for car accident leads, which tend to have a higher case value and conversion rate but is also a lot more competitive and expensive to advertise for, than say a slip & fall case, which are typically smaller settlements and harder cases to prove.

Our Personal Injury leads contain all injury types that don’t fall into either Auto Accident Leads or Workers Compensation Leads. This typically includes:

  •             Slip & Fall/Trip & Fall Leads: As the name would indicate, these are people who slipped and/or tripped on someone else’s property and sustained an injury. They are looking to get a settlement from the negligent party’s homeowners or business insurance company. 
  •            Defective Product/Product Liability Leads: Hundreds of thousands of injuries occur annually because of defective products, from household goods to athletic equipment. Many of these people have valid claims against the makers of these defective products. 
  •             Dog Bite/Animal Bite Leads: Approximately 4.5 million dog bites occur annually in the US, according to the CDC

How Do You Generate Personal Injury Leads? 

Our PI leads are generated using cutting edge digital advertising strategies, allowing us to generate the highest quality leads. Personal injury lead generation is a very competitive business, so we make sure to stay ahead of the curve with the most updated technologies, analytics, and optimization software, etc.

While we maintain a number of websites that we use to generate personal injury leads, our main website is, which we’ve been building for the last 5+ years as a free resource for injured people to understand their rights and legal options. It includes interactive tools like settlement calculators, a video library, guides about states laws and statute of limitations by state, and thousands of informational articles, blog posts, and frequently asked questions. It receives tens of thousands of visits every month from organic search, as well as hundreds of thousands from paid search advertising. 

Can I see an example of how your Personal Injury Leads Are Generated? 

Here is an example of a typical path someone searching online would take to find our website and go through our screening process: 

Step 1: User searches something pertaining to personal injury attorneys, lawsuits, or settlements in google, bing, or other search engine. 

Personal Injury Leads SERP RankingsStep 2: User clicks on our ad and goes to our Personal Injury landing page ( where they are asked to tell us more about their injury and what caused it. This allows us to segment our leads into 3 distinct Categories: Motor Vehicle Accident, Workers Compensation, and general Personal Injury (mostly slip & fall and dog bites) Leads. 

Personal Injury Lead Generation Form Step OneDepending how the person answers the first question on our landing page, they will be redirected to a set of questions unique to that practice area. For example, on auto accident leads, we ask the question “were you found at fault for the accident”, whereas on workers comp we do not. On all personal injury leads we ask whether or not an injury occurred, if the person has already hired a lawyer for the claim, and when the accident occurred. 

Once the potential client has confirmed that they meet all the above criteria, we ask for their name, contact info, and location, which we use to match that lead to our law firm partner in that area. When a lead in your area is submitted, meets all the above criteria, and gives us valid contact information, they are sent to your law firm to follow up.

To compete in most areas of the US for personal injury leads and cases, can cost tens or even hundred of thousands of dollars in advertising cost, with no guarantee that any calls or leads will even come in, and no screening is done if they do. Organic SEO is a very long road and can take years, as well as piles of money. With our personal injury leads, you are essentially plugging into a marketing machine we’ve already built, allowing you to start small and ramp up as we grow. 

Why We Sell Exclusive Personal Injury Leads: 

All our legal leads are exclusive, meaning they are only sold to one firm. In most states, we only work with one firm per practice area, per state, so this way, you’re not fighting with other firms to try and get to the same person faster, and you’re not in a rotation where one of your competitors gets a great case and then you get something tiny.

This allows the law firms with big budgets and limited time to buy the higher converting leads and spend less time vetting them, while it allows smaller, hungrier firms the ability to expand their reach and get more potential cases for less, while they have the time to sort through more leads. A lot of legal lead generation companies will sell a lead to 3, 4, and sometimes 5 law firms at the same time. This creates a bad experience for the law firm who is more concerned with speed and signup than listening to the potential client, and a horrible experience for the person who’s been injured and just wants to get the help of a legal professional to understand their situation. 

Intake Tips: 

The intake tips below are taken from a blog post we wrote last year about how important intake is to a successful personal injury lead generation campaign: 

Read the Full Blog Post Here

  • Your call is the fist they have heard of you, or your firm, so an intro and some salesmanship is in order.
  • Vary your timing. A lot of people will fill out a form at work, or at night when they can’t talk. Calling after business hours, or the next morning, helps quite a bit.
  • Varying your method of contact helps. Meet people where they are – some people prefer to communicate via text or email, so make sure you give them that option.
  • Consider the type of lead you’re following up on. A personal injury lead may have different characteristics to a workers comp lead or a bankruptcy lead.

Below is a method for intake that we developed based on conversations with some of our highest converting clients.

  • First Day: Call/VM-Text-Email. Call back with no message at least once more, preferably twice on day 1 at various times of day. At least one call should be after business hours in case the person can’t talk while at work.
  • Second Day: Call/VM – Text. Call back once more at a different time of day (again, preferably at least one call after business hours but not too late) with no message left.
  • Third Day : Call/VM – Email.

If you have some sort of email marketing service like constant contact, Infusionsoft etc… it’s also recommended you put the no contacts into some sort of drip email campaign so they get a few more emails over the next week or two. This should enhance your law firm marketing efforts by closing a few extra “dead leads” out of every batch.

How Do You Market A Personal Injury Law Firm? Know Your Goals, Capacity, and Buy Leads Accordingly

In conclusion, buying personal injury leads from the right lead generation company is a good way to grow your practice as long as you’re in a position to do intake properly, are ok with taking run of the mill personal injury cases to fund the campaign long enough to pay off, and willing to take a long term view on ROI. 

We pride ourselves on generating the highest quality leads possible, building sustainable, long term partnerships with the law firms we work with, and giving the best customer service in the industry. If you’re interested in learning more about how our personal injury leads or other law leads can help your firm grow, please give us a call to discuss how we can help. 


[ultimate-faqs include_category=’personal-injury-leads’ ]

Q: Do you have any sample personal injury leads I can take a look at?

Sample personal injury leads:

Arthur M.

Arthur is a happy renter enjoying his retirement in Newark, Delaware. He had repeatedly asked his landlord to fix his handrail as he had feared it was hazardous to walk down his front stairs without holding onto the railing at his age.

As he had feared, one day he slipped coming down his stairs and suffered some very serious injuries. Arthur ended up in the hospital for nearly 2 weeks following the fall, and his recovery took months.

Luckily, Arthur made a full recovery and while he was home recovering, he decided to go online and search for a personal injury attorney to help him get compensation from his landlords homeowners insurance. Using our cutting edge lawyer marketing techniques were able to get him a free consultation with our Personal Injury law firms in Delaware, and he is going to be fully compensated for all his medical bills, as well as for his significant pain & suffering which caused him to miss out on a lot of the activities he enjoys in his retirement. Our law firm client in Delaware recouped 6 months’ of their investment with us on the case fees from this lead alone. Learn more about calculating ROI on lawyer internet marketing campaigns.

You have a new lead!

Contact Info:

First Name: arthur
Last Name: mxxxxxx
Phone: 904xxxxxxxxxx
State: DE
Zip Code: 19702
Were You Injured: Yes
Has An Attorney: No

Comments: landlord didn’t fix outside rail I slipped and fell walking down the steps, sustained a concussion and a contusion and a ruptured spinal disk.

If you are a law firm looking for more personal injury cases like Arthurs’, contact us today to see how our personal injury leads  or leads in other areas of law can help you grow your practice.