What to Look For In a Pay Per Lead Personal Injury Program

There are a fair amount of options when thinking about who to partner with to help you get generate personal injury leads for your law practice. Some are good, some are bad, some are good for certain areas of law but not others, and lots in between. Like in any other business, there are usually a few constants that you always want to look for before you buy into a pay per lead personal injury program.

You want to look for transparency, you want to look for longevity, you want to look for positive feedback from other customers. Then you want to look into the details to see if it fits right with your firm, where your firm is, and where you want your firm to be.

Insist on Transparency

To dive a little bit deeper, let’s look at a few things. Number one is transparency. Here’s a few questions that you should ask any prospective pay per lead personal injury vendor that you’re thinking about working with:

Where do your leads come from?

Can you show me some examples of your advertisements, or where your content shows up organically?

Can you show me your website?

Can you show me your television commercial?

Can I walk through this from the perspective of somebody who would come to your site looking for an attorney?

That’s usually a really good start to try and figure out if this is a partner that you want to work with. Just based on how they answer that, if somebody can confidently say sure, here’s a screenshot of an advertisement, here’s a landing page that the person would get to, here’s the form that they fill out, and the questions that we ask to qualify them. That’s not a company with something to hide. That’s a company that says look here’s what I’m doing, this is what it is. This is what it’s not.  What you’re looking for here is honesty and confidence and someone who’s willing to throw their cards on the table.

Let The Lead Buyer Beware

If people start talking about proprietary this, or I can’t show you that, or we have multiple traffic methods, and multiple websites, and they can’t show you any of them. That’s typically a red flag, and usually if they’re not willing to show you on some level what they’re doing, they’re probably doing something behind the scenes that they don’t want you to see. They’re probably doing something to get a lot of leads cheap. Now, typically that’s going to do well for the legal lead generation company, but not always for the law firm. 

Another good question to ask is,

Do you have any reviews I can look at?

Do you have any references, or do you have any online reviews?

Do you have testimonials on your website?

Can I speak to somebody who’s used you before?

Tip: Try to ask for someone in another state or practice area, somebody who is maybe not direct competition to you, because they probably aren’t going to tell you what they’re doing if it’s working.

We’ve got testimonials on our website, Google reviews, etc. They talk about our transparency, our customer service, our lead quality, etc.


Look for a Good Fit With In Your Pay Per Lead Personal Injury Program

You also want to look for somebody who fits with your company. So, if you’re a huge law firm, and you need volume, maybe you do want somebody who’s out there and just producing a ton of volume at a low price. If you’re a little more niche, and you’re looking for a specific type of lead or specific delivery method, or not a ton of volume, you may want to find somebody who’s a little more boutique and can put together something a little bit more custom for you. All of that comes back to what you want your law firm to look like, what success looks like for you. 

The other thing to ask about in terms of finding a good fit for your law firm, is how are the leads delivered, and what is the return policy. Some leads come through via email or text message, other leads are live transferred. With live transfer leads, there’s an agent who actually does screening, make sure there’s some qualifications, and then they send it over. It’s almost the case that’s ready to go.

Usually live transfer personal injury leads cost a lot more money, but for some firms that works better, especially if they don’t have the intake capabilities to handle making multiple outbound calls and follow ups. Some personal leads will come in the form of a phone call, and they’re going to charge you on every call regardless of length, content, or conversion. Still others will send you the phone call, but they’ll give you 30, 60, in some cases up to 90 seconds to do the screening yourself. If it’s not something that resembles a case, they’ll give you a chance to hang up the phone without being billed.  So, trying to find a lead generation company that works with your firm’s intake capabilities, who will send leads in a manner that’s consistent with your intake, is big. 

Can You Return Invalid Leads?

You also want to look at return policy. So, with us, we do not do live transfers. We send leads that somebody fills out a form. We have an API software that checks to make sure that the leads are valid. When a lead comes in it’ll check to make sure all the intake questions on our form are consistent with a valid lead, checks their location, and then sends their information automatically through to our law firms. Once that happens, it’s on our clients to make the phone call and do the follow-up. Now, with that, we understand that some leads are going to slip through that have a disconnected phone number, have an attorney already, had an accident in the neighboring state, but they live in another state. So, they fill out their home address, things like that.

So, in that case, we know that our firms are going to run into some leads that are not viable leads, even though they look like viable leads when coming through our automated system. If that’s the case, as it is with us, you want to make sure they’re going to accept returns for disconnected numbers, or people who already had an attorney, or somebody who had an accident out of state that you can’t take. If they don’t, you’ll probably end up paying for a lot of leads that you can’t do anything with.  Again, it still might be worth it if the price per lead is low enough that the cost per signed case is acceptable and you have the intake process/people in place to properly work the leads. 

Ultimately, a pay per lead personal injury program is still a form of marketing, and marketing is inherently risky. At the end of the day, it comes down to this: most good attorneys are good at detecting bullshit. Keep your bullshit detector up. A lot of PI lead gen companies are bullshit artists, and if you get the sense that they’re leading you on, and they’re not being genuine. RUN.

That said, there are good legal lead generation companies out there. There are quality personal injury leads to be had, and if you find the right partner, and the right leads that work with your law firm, lead generation can be a very profitable endeavor for your firm.

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