Lead generation for personal injury law firms
Lead generation here is a route, not a list. The firm's own landing pages and ads send people to the firm's own phone line and form, and a detector at each arrival point tallies what comes in. A lead means somebody reached out. That is all it means, and it carries no promise about what follows.
We buy no lists and sell no caller to a second firm. Every call and form belongs to one firm, arrives through pages and ads that firm owns, and is worded for the attorney to approve.
Counting arrivals without learning anything about anyone
A detector in the road notes that something passed and which lane it used. Call and form tracking behaves the same way. It records the source page or ad and the moment of the call or form, and nothing about anyone's situation. The form on a landing page has three boxes: who is writing, an email address and a number to ring.
Those tallies feed a monthly report the attorney can read in one sitting. It shows which practice area page or ad group the arrivals came through, so the next cycle can be offset toward what is drawing contact. Landing pages come from the SEO work and ads from the paid ads work. The attorney reads both before they run, and advertising rules stay the attorney's responsibility.
What the front office does after a call or form is the firm's own business. Our part ends at the tally.
Four parts of the lead generation route
- Own pages
A landing page for every practice area and city served
One page for car accident work, one for truck accident work, and one for each city or county the firm covers. Every page names its territory and carries the firm's phone line and form.
- Own ads
Ads that point at those pages and no others
Ads for the firm's practice areas and cities link to the matching landing page, so each ad has exactly one place to arrive and one tally to read.
- Detectors
A tally behind each phone line and form
Every number and form is set so arrivals are counted by source. The tracking notes the page or ad and the time, and records nothing about what anyone says or why.
- Handoff
A clean pass to the front office
Calls ring the firm's own phone line, and each form is delivered to an inbox the firm names. Whatever happens next belongs to the firm.
Arrival points and how each is tallied
| Arrival point | What the detector notes | Line in the monthly report |
|---|---|---|
| Truck accident landing page | Each call or form that begins at that page | Truck accident pages |
| Car accident ad group | Calls and forms that start from its ads | Car accident ads |
| Maps listing | Calls to the number printed on the listing | Maps listing calls |
| Motorcycle city page | Calls and forms from that city's page | Motorcycle city pages |
| Slip and fall page | Contacts that begin on that page, by phone or form | Slip and fall pages |
How a firm's lead generation route is laid out
Choose the arrival points
The attorney names the practice areas and cities that earn a page or ad group, and each one becomes an arrival point.
Place a detector at each one
Every phone line and form is set so its tally belongs to one page or ad group and nothing else.
Time the ads to the pages
Each ad is paired with exactly one landing page, and the attorney reads the wording of the pair first.
Read the tally with the front office
Once a cycle the monthly report is walked through, and the next cycle shifts toward the arrival points drawing the most calls and forms.
What the lead tally includes and leaves out
- Each call or form is counted once, on the page or ad where it started.
- A lead means someone reached out, never that anyone became a client.
- The tracking notes source and time and nothing about a person's situation.
- Landing page forms ask only for who is writing, an email address and a number to ring.
- No bought lists and no callers passed to other firms.
- Ad and page wording is read by the attorney ahead of launch.
- The firm's own accounts and phone lines carry the work.
Lead beliefs, corrected
Said at the partner meetingMore leads means buying more lists.
What the timing sheet showsNo bought lists are used here. Calls and forms come from the firm's own pages and ads, and each belongs to that firm alone.
Said at the partner meetingA lead is a new client under another name.
What the timing sheet showsA lead is somebody reaching out by phone or form. We tally arrivals and say nothing about what follows.
Said at the partner meetingTracking needs to know why a person called.
What the timing sheet showsIt does not. The tally needs the source and the time, and the tracking is built to record nothing about anyone's situation.
What attorneys ask about lead generation
Are the callers ever passed along to other firms?
How does a call land in the tally?
Is a call target attached to a plan?
Who follows up with the people who reach out?
Where do the ads for this run?
Map your first arrival points
Name the areas and towns you want tallied in the form; if talking is easier, add a call slot.
What should the first pages cover?
Name the practice areas your firm handles, the cities and counties it serves, and the referral sources it already has. Keep every name and every fact about a person's situation out of the message: this inbox is for marketing questions, and writing to us forms no attorney-client relationship.
Time the route from search to phone call
Tell us the practice areas your firm handles and the cities it serves. We plan the order in which a searcher meets each page, the Maps entry and each ad, and the attorney signs off on every piece.
The crossing drawn below is artwork and promises nothing about your phones.