Highest CPL
PI is the highest-cost-per-lead practice area in legal advertising. Every lead lost to slow callback is a four-figure write-off.
Industry advertising benchmarks
For personal injury firms
Your CPL is $480 and your conversion is 11%. NorthernPlus moves the second number.
PI is the highest-CPL practice area in legal advertising. Every lead lost to slow callback is a four-figure write-off. Kate qualifies your inbound the moment it lands. Al handles speed-to-lead within five minutes. The leads you're already paying for actually become signed cases.
+Why PI intake is different
High CPL, fierce competition, and a sign-up window measured in hours.
21×
drop in conversion when callback waits more than 30 minutes. PI prospects sign with whoever calls first.
MIT Lead Response Study
Hours
is the typical sign-up window, not days. The firm with the fastest qualifying call wins the case.
Industry intake benchmarks
+Kate, tuned for personal injury
The signals that separate signable cases from coffee meetings.
- Incident type and mechanism (auto, slip-and-fall, dog bite, premises)
- Injury severity (medical treatment received, hospitalization, ongoing)
- Liability clarity (police report, witness, fault assignment)
- Insurance posture (defendant carrier, policy limits, prior claims)
- Statute of limitations clock (date of incident vs. state SOL)
- Prior representation (already signed elsewhere, conflict screen)
+Al, scripted for the moment
PI prospects sign with whoever calls first. Often, it's the firm with the worst marketing.
Voice scripts are tuned for fast, factual qualification. Date and location of incident. Mechanism. Treatment. Liability posture. Insurance. By the time the call ends, your case manager has everything needed to decide whether to send the retainer or pass. Average qualifying call: under three minutes.
+Templates, ready to ship
Forms tuned to the matters personal injury firms run.
- Auto accident (single vehicle)
- Auto accident (multi-vehicle, with commercial)
- Slip-and-fall (premises liability)
- Workplace injury
- Dog bite
- Wrongful death
See it run on your firm's leads.
Bring last week's leads to your demo. We'll show you what Kate would have scored, what Al would have asked, and which signed retainers you'd already have.