Personal injury marketing
More signed
cases.
Faster intake.
PI marketing that generates qualified case inquiries — not just clicks. AI intake responds in seconds, qualifies the lead, and books the consultation before they call the next firm.
Free download · No sales pitch · No obligation
- AI intake response
- < 5 sec
- more likely to sign within 5 min
- 21×
- intake coverage
- 24/7
- setup fee
- $0
The real problem
Speed matters more in PI than any other practice area.
When someone is in a car accident, they search for a lawyer from the hospital parking lot. They call 2–3 firms. The first one that answers, takes the details, and sounds competent gets the case.
The firm that responds within 5 minutes is 21× more likely to sign the case than one that responds in 30 minutes. Boxi's AI responds in seconds.
21×
more likely to sign within 5 minutes vs. 30 minutes response
Speed-to-contact is the #1 factor in PI lead conversion.
$200+
CPC for "personal injury lawyer near me"
You can't afford to let those leads go to voicemail.
24/7
AI intake coverage — accidents don't happen 9–5
Every lead captured, every hour of every day.
PI marketing channels
What works for PI lead generation
Google Ads (fastest results)
High-intent keywords — "personal injury lawyer near me," "car accident lawyer [city]," "workers comp attorney" — deliver leads ready to hire. The CPC is high ($100–$300), but one signed case justifies months of ad spend. We build campaigns by case type: auto accidents, slip and fall, medical malpractice, workers' comp, wrongful death.
Local SEO (long-term pipeline)
Ranking organically for PI terms takes 6–12 months but delivers the highest-ROI leads. A page ranking #1 for "car accident lawyer Charlotte" generates leads at near-zero marginal cost. We build practice-area pages, case result content, and attorney profiles that signal expertise to Google.
AI Answer Engine Optimization
Increasingly, potential clients are asking ChatGPT and Google AI Overview "what should I do after a car accident?" or "do I need a personal injury lawyer?" The firms that appear in AI-generated answers capture leads before they ever reach a search results page.
How we compare
What makes Boxi different for PI firms
You own everything
Scorpion builds your website on their proprietary CMS. If you leave after 12 months, your website doesn't come with you. You start from zero. At Boxi, your website, ad accounts, content, and data are yours. Always.
No long contracts
Most PI marketing agencies require 12-month contracts. Scorpion, Rankings.io, and others lock you in before you see a result. Boxi is month to month. If we're not delivering qualified case inquiries, you cancel. No penalty.
AI intake built for legal
Our AI intake doesn't just respond fast — it's built for legal conversations. It doesn't promise case outcomes (ethics violation). It doesn't practice law. It collects information, answers procedural questions, and schedules the consultation with appropriate disclaimers.
Transparent pricing
What PI marketing costs with Boxi
Total typical spend: $1,500–$3,500/month agency fee + $2,000–$10,000/month ad budget. For comparison: Scorpion charges $5,000–$10,000+ for PI firms. Rankings.io starts at $5,000. Many PI marketing agencies require $50,000+ annual commitments.
| Component | Cost | Notes |
|---|---|---|
| AI intake + lead follow-up | Included in plan | Instant response, 24/7 |
| Google Ads management | $1,500–$3,500/month | Plus ad spend (varies by market) |
| SEO + content | $1,000–$2,000/month | Long-term ranking investment |
| Review management | Included | Automated post-case review requests |
Results
What PI firms see
| Metric | First 30 Days | First 90 Days |
|---|---|---|
| Qualified case inquiries | 5–15 | 15–30 |
| Cost per inquiry | $80–$200 | $50–$120 |
| After-hours leads captured | 3–8 | 8–20 |
| Case sign rate (from inquiries) | 15–25% | 20–30% |
The ROI math
At 20 inquiries/month, a 25% sign rate, and an average case value of $50,000 — that's $250,000 in case value per month from a $5,000 marketing investment. One signed PI case covers months of marketing spend.
FAQ: PI Marketing
How much should a PI firm spend on marketing?
Industry benchmarks suggest 10–15% of gross revenue for growth-focused firms. A firm targeting $2M in annual revenue should budget $200K–$300K for marketing (including ad spend).
What about LSA (Local Service Ads)?
LSAs are pay-per-lead and appear above regular Google Ads. They work well for PI but require Google screening. We manage LSA campaigns alongside traditional Google Ads.
Is your AI intake system compliant with attorney ethics rules?
Yes. Our AI handles pre-intake information gathering only — it doesn't provide legal advice or create an attorney-client relationship. It doesn't make case outcome promises. All substantive communication goes through your attorneys. Every automated message is reviewable by your firm.
Do you work with PI firms outside Charlotte?
Yes. Charlotte is our home base, but PI marketing works nationwide. Google Ads, SEO, and AI follow-up don't require geographic proximity.
Get started
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- No contracts — month to month
- 4-business-hour response guarantee
- Free 15-minute strategy call included
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