Marketing, websites and intake built for personal injury firms.
Personal injury marketing is judged by signed cases and the value of those cases, not by the number of calls.
A rear-end collision with soft tissue injuries and a minimum policy is a very different file from a commercial truck crash with surgery and multiple policies, yet both can arrive through the same ad. We build owned lead generation that attracts the cases your firm is set up to work, an intake process that qualifies liability, injury, treatment and insurance on the first call, and reporting that ties every signed case in Filevine, CASEpeer, Litify or Lead Docket back to the channel that produced it. That is how a firm competes with TV and billboard incumbents without matching their budgets.
Questions this page answers
- Personal injury marketing agency
- How to get personal injury cases without buying leads
- Who should run marketing for my personal injury firm
- Personal injury law firm marketing that tracks signed cases
- Motor vehicle accident leads
- Is it legal to pay for personal injury leads
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
Where growth is won or lost in personal injury.
An injury case starts with a bad day and an insurance call. Within hours of a crash, the injured person usually hears from the other driver's insurer, and many start searching for a lawyer from a hospital bed or a couch. They call two or three firms. The one that answers, asks sensible questions about the accident and injuries, and explains how contingency fees work has a strong chance of signing them that day. Wait until tomorrow and another firm, or the insurer's early offer, may get there first.
Case value varies enormously. Injury severity, treatment, liability clarity and available policy limits decide what a file is worth, and most firms handle pre-litigation very differently from cases headed to litigation. Many firms also receive referrals and pay co-counsel fees to other lawyers, which changes the economics of each source. Prior vendors often sold leads by volume, some shared with competing firms, and reported cost per lead. That number rarely matches cost per signed case, and it says nothing about which sources produce cases that resolve well.
Theory Road builds owned case acquisition for personal injury firms. We write case type and local pages, run paid search and Local Services Ads toward the injuries and areas you want, and build intake scripts and forms that qualify on the first call. Every lead flows into Filevine, CASEpeer, Litify or Lead Docket with its source, then follows to signed and resolved. We bill flat marketing fees, never a share of recoveries, and move budget toward the channels that sign valuable cases.
The problems we fix in personal injury firms.
Cost per lead hides cost per case
Vendors report cheap leads, but most do not sign or turn out to be low-value property damage claims. The number that matters, cost per signed case weighted by value, is rarely reported at all.
Intake qualifies too late
Staff take names and phone numbers, then a case manager calls back hours later to ask about liability, injuries, treatment and insurance. By then the injured person has often signed elsewhere.
Outspent by TV and billboard firms
Incumbents own brand recall in the market and dominate broad accident keywords. Matching their spend head to head rarely works for a firm without that budget.
Shared and resold leads
Purchased leads are frequently sold to several firms at once, sometimes with thin consent records. The firm competes with itself and inherits TCPA and solicitation risk it never priced in.
Web, marketing, creative and systems for personal injury firms.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Case type pages
- Injury pages
- Local accident hubs
- How contingency fees work
- Free case review form
- What to do after an accident
- Attorney and trial experience page
- Spanish language pages
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
Pages for car, truck, motorcycle, rideshare, pedestrian, premises and dog bite claims, plus injury pages for spinal, brain and fracture cases, each explaining what the injured person should do next.
- Local accident hub pagesCity and county pages covering the roads, courts and hospitals people actually mention, which help local search and tell visitors the firm works their area.
- Qualifying case review formA short form that asks date, accident type, injuries, treatment so far, and whether police and insurance reports exist, routing strong cases to an immediate callback.
- What is my case worth explainerAn honest page on how liability, injuries, treatment and available insurance affect a claim, without promising amounts, which pre-qualifies visitors and builds trust.
- Google Search AdsAlways on
- Local Services AdsAlways on
- Local SEO and Google Business ProfileAlways on
- Case type and legal question contentMonthly publishing
- Meta and YouTube videoAlways on, modest budget
- Attorney referral and co-counsel networkQuarterly outreach
Demand, search and reputation.
Campaigns split by truck, motorcycle, rideshare and injury type, with negatives for property damage only and minor fender benders, and bids set against signed case value.
- Local Services Ads for personal injuryWe manage the Google Screened listing, dispute invalid leads and push for live answering so LSA calls reach intake while the caller is still deciding.
- Local SEO and review generationGoogle Business Profile work for every office, location pages and a review program within bar rules to compete in map results against bigger advertisers.
- Owned lead generation over purchased leadsContent, search and social built on the firm's own brand so every lead is exclusive, consented and tracked, instead of shared leads resold to competitors.
- Brand creative that is not a billboard cloneA distinct voice and look that sets the firm apart from the shouting incumbents, built for search ads, video and social rather than highway signs.
- Short video answers from attorneysClips on questions like what to do after a crash, whether to talk to the other insurer and how medical bills get paid while a case is open.
- Intake scripts and qualification guidesScripts that capture liability, injury, treatment, insurance and prior representation in one call, with a clear path to a signed agreement.
Brand, photography and collateral.
A distinct voice and look that sets the firm apart from the shouting incumbents, built for search ads, video and social rather than highway signs.
- Short video answers from attorneysClips on questions like what to do after a crash, whether to talk to the other insurer and how medical bills get paid while a case is open.
- Intake scripts and qualification guidesScripts that capture liability, injury, treatment, insurance and prior representation in one call, with a clear path to a signed agreement.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Filevine
- CASEpeer
- Litify
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Calls, forms and chats land in Lead Docket, Filevine, CASEpeer, Litify or Clio Grow with source, accident type and qualification fields, then follow to signed and closed.
- Call tracking with case scoringCallRail numbers by campaign, call scoring for qualified injury calls, and offline conversions from signed cases sent back to Google Ads for bidding.
- Case value attributionSigned case counts and, at resolution, fee value tied back to channel and keyword, so budget follows value rather than volume.
- Consent and source recordsEvery lead stores the consent language, timestamp and source page, which protects the firm when texting or calling and when auditing any outside vendor.
What a great personal injury website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Case type pages
Car, truck, motorcycle, rideshare, pedestrian, bicycle, premises and dog bite pages, each explaining next steps and routing to a qualifying case review.
Injury pages
Pages for brain, spinal, fracture, burn and wrongful death cases, written for families and linked to the attorneys who handle serious injuries.
Local accident hubs
City and county pages covering local courts, hospitals and common crash corridors, supporting local search and trust.
How contingency fees work
Explains contingency fees, case costs and when the client pays, in plain terms, removing the biggest reason people hesitate to call.
Free case review form
Short qualifying form capturing date, accident type, injury, treatment and insurance, with consent language, routing strong cases to instant callback.
What to do after an accident
A practical checklist for the first days after a crash, highly searched and a natural entry point for people not yet ready to call.
Attorney and trial experience page
Shows who handles litigation versus pre-litigation, trial history and the case types each lawyer takes, answering whether the firm actually goes to court.
Spanish language pages
Translated case pages with the same disclosures as the English versions, reaching injured people incumbents often underserve.
Where the demand comes from, and when.
The tools personal injury firms already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Filevine
Qualified intake into Filevine with source and case type fields, reporting signed and resolved cases by channel.
CASEpeer
Intake records and signed status synced so marketing reports follow cases through pre-litigation.
Litify
Lead source fields on Salesforce-based intake, with signed and declined outcomes reported by campaign.
Lead Docket
Web, call and chat leads routed into Lead Docket with qualification questions and source attribution.
Clio Grow
Intake forms and follow-up for smaller PI practices, with signed matters synced to Clio Manage.
CallRail
Tracking numbers, call scoring and signed-case conversions sent back to Google Ads.
Salesforce
Custom intake objects, source tracking and dashboards for firms running their own Salesforce build.
What we run the account by
Cost per signed case.
Marketing spend divided by signed retainer agreements from that spend, tracked by channel, case type and geography.
Lead to signed rate.
Share of qualified leads that sign, reported by source so volume-heavy channels cannot hide poor conversion.
Time to signed agreement.
Hours from first contact to signed agreement, since delays are where competitors and early insurer offers take cases.
Signed case mix by severity.
Share of signed cases by injury severity and case type from each channel, showing which sources bring valuable files.
Fee value by source at resolution.
Attorney fees collected on resolved cases traced back to the originating channel, reviewed as cases close.
Rules we respect
Fee sharing and lead payments.
ABA Model Rule 5.4 and state equivalents bar sharing fees with nonlawyers. Lead sources are paid flat fees, never a percentage of recovery.
Solicitation and runner rules.
In-person and live solicitation of injured people is restricted, and using runners or cappers to steer cases is prohibited in many states, sometimes criminally.
Testimonials and results disclaimers.
Rules on client testimonials and settlement or verdict amounts vary by state, often requiring disclaimers. We build to the strictest applicable rule, with firm approval.
TCPA consent for texting leads.
Texting or calling leads with automated tools requires documented consent. Our forms capture consent language and timestamps, and we audit outside vendors for the same.
The personal injury playbook.
Audit intake and case data.
We review recorded calls, intake notes and your case management data to see which sources sign, which cases resolve well, and where good callers drop between first call and signed agreement.
Pick the cases worth competing for.
We set the accident types, injury severities and geographies the firm wants, and identify where incumbents are weak, so the budget goes where a smaller firm can actually win.
Build owned demand and qualification.
Case type pages, local hubs, paid search and Local Services Ads launch with qualification built into forms and scripts, and every lead tracked into your case system.
Optimize on signed case value.
Monthly reviews by channel show signed cases, declined reasons and early value indicators. Budget shifts toward sources that sign stronger cases, and weak keywords get cut.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why personal injury firms choose us.
Our reporting runs from click to signed agreement in Filevine, CASEpeer, Litify or Lead Docket, with case type and severity attached, so cheap leads cannot hide poor outcomes.
- We build owned demand, not rented leadsLeads come from the firm's own site, ads and profiles, so they are exclusive and consented. That avoids competing against other firms for the same resold lead.
- We respect the fee-sharing lineOur work is billed as a flat marketing fee, never a share of fees or recoveries, and we help firms vet any outside lead source against the same standard.
Reading for personal injury firms.
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Read
Hiring an agency for a personal injury business.
- Is it legal to pay for personal injury leads?
- Paying for marketing and advertising is generally allowed, but ABA Model Rule 5.4 and state equivalents bar sharing legal fees with nonlawyers. Lead sources are typically paid a flat fee, never a percentage of the recovery. Some states add rules about paying for recommendations and referral services. We bill flat marketing fees only, and your firm should confirm specifics with its own ethics counsel.
- How can a smaller firm compete with TV and billboard personal injury firms?
- By not fighting on their terms. Incumbents own broad brand recall, but they often leave gaps in specific case types, neighborhoods, languages and search questions. Smaller firms win with precise case type pages, strong local SEO, fast intake and reviews, and paid search focused on the cases they want. Measuring signed cases shows where those gaps actually pay.
- What should a personal injury intake call qualify?
- Liability, injury, treatment and insurance, plus whether the person already has a lawyer and when the incident happened relative to the filing deadline. A good call also captures police report status and medical providers. We write scripts that cover this in one conversation, log answers into your case system, and route strong cases for same-day signing.
- Do you handle mass tort campaigns?
- Mass tort is a different business with national audiences, co-counsel structures and specific advertising disclosure rules in some states. Our personal injury work focuses on local and regional case acquisition. If your firm runs mass tort, we can build the intake and tracking systems, but we scope that separately from local personal injury marketing.
- Which case management systems do you integrate?
- We regularly connect Filevine, CASEpeer, Litify, Lead Docket, Clio Grow and custom Salesforce builds, with CallRail for calls and Google Ads offline conversions for bidding. Each lead carries source, case type and qualification data from first contact to signed agreement, which is what makes cost per signed case reporting possible.
Let’s grow your personal injury business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.