How to Choose a Personal Injury Lead Generation Company: 12 Questions

To choose a personal injury lead generation company, compare vendors on cost per signed case, then check where their leads come from, how callers are screened, what you are billed for, how consent is recorded, and what happens when a case does not sign or falls out. A vendor that answers these twelve questions clearly, in writing, is one worth testing with a small order.

1. Do you sell calls, live transfers, pre-signed cases or web form leads?

Each puts a different amount of work on your intake team. Web form leads need a callback; live transfers arrive screened and on the line; pre-signed cases arrive with the retainer signed. We sell live transfers and pre-signed cases, not web form leads.

2. Where do the leads come from?

Ask for the sources by name: the vendor's own ads, a publisher network, or both. Ours come from our own ads and a vetted publisher network, and every caller, from either source, goes through the same intake script.

3. Who writes the screening questions?

You should. Your case criteria (accident window, fault, treatment, insurance, states) should be written into the script every caller answers. Read how to screen motor vehicle accident callers.

4. What exactly am I billed for?

Get it in writing. With us, a billable transfer is a caller who passed your qualifying questions and was connected live to your intake line. If a caller fails one of your questions, we do not transfer them and you do not pay for them.

5. Can I see every caller's answers?

You should be able to audit every lead. Every transfer we send is posted to you with the caller's intake answers, and you get delivery updates while the campaign runs.

6. Are calls recorded, and can I get the recording?

Every intake call we handle is recorded, and you can get the recording of any call we send you.

7. How is consent captured?

Ask whether every caller agrees to be connected and whether there is an independent record. Every caller agrees to be connected before we transfer them, and we capture third-party consent certificates. See our compliance page.

8. How are publishers vetted and controlled?

Every publisher in our network is vetted before calls go live, their ads are approved before they run, robocalls, incentivized and misleading traffic are banned, and we can remove a publisher at any time.

9. Who advertises in states with strict attorney advertising rules?

In California, our ads run under your firm's name and you approve every creative before it runs.

10. What happens if cases do not sign or fall out?

Ask what is guaranteed. Our MVA live transfers carry a guaranteed cost per signed case: if you do not hit it, we keep sending transfers free until you do. Pre-signed MVA cases carry a 28-day replacement on any case that falls out.

11. Is there a volume commitment?

There should not be one for a first order. With us, you buy an order, we deliver it, and you reorder when you want more.

12. Who will I talk to before I buy?

Ask to see the ads, the landing pages and the intake questions. Our first call is with a licensed attorney on our team, not a sales rep, and on it you will see our ads, our landing pages, our intake questions, and the names of firms we work with.

How should you test a vendor?

Start with a small order in one practice area, track every transfer to signed or not signed, and compare cost per signed case against your other channels. Read legal lead generation: how law firms buy cases for the bigger picture, or book a call.