We studied 35 of the top personal injury lead generation companies and compiled a list of our top eight. We did so with a proprietary ranking algorithm, designed to objectively rank each provider based on quality metrics and other indications of quality that personal injury law firms should consider when choosing a lead provider.
Getting qualified leads for a law firm is a process, not an outcome. If that’s true, then the outcome can only come from the quality of the underlying systems. Even with many companies saying that they can deliver quality leads, the experience for individual lawyers can vary significantly, and with good reason.
With that in mind, rating the leading options for lead generation comes down to several factors: beginning-to-end service, availability of different acquisition strategies, years serving law firms, and guarantees provided.
Ranking Methodology
- Breadth of Lead Gen Offerings (30%): Companies that are proficient in more lead generation mechanisms are more easily able to scale lead generation and segment markets based on the law firm’s criteria.
- Year Founded (30%): As with anything, companies that survive for longer periods of time generally do so because of a higher quality of service.
- Public Guarantee Available (20%): Companies with a lead replacement guarantee were given preference due to the guaranteed ROI for the law firm.
- Location (10%): While not a main indication of quality, companies in larger metropolitan areas generally have access to better talent.
- Specialty (10%): Companies with a specific focus in personal injury were given preference on this list.
While lead generation can provide significant returns on investment, many companies keep the costs of their services close to their vests, metaphorically speaking. As such, any guarantees or upfront pricing stand out.
The Top Personal Injury Lead Generation Companies
Rank | Company | Overall Score | Year Founded | Breadth of Lead Gen Offerings | Location | Public Guarantee Available | Specialty |
1 | Injury Case Claims | 4.3 | 2009 | Offers a full suite of paid advertising, offsite marketing, and social media options | Ocean City, MD | Will replace any unqualified lead within 7 days | Full-suite lead generation for personal injury law firms |
2 | Lawyer.com | 3.2 | 1998 | Offers paid media advertising, website building, and other marketing options | Basking Ridge, NJ | N/A | Productized full-scope marketing services |
3 | FindLaw | 3.1 | 1996 | Offers paid advertising and content marketing options for law firms | Silicon Valley, CA | N/A | Mass market law firm marketing |
4 | Nolo | 3.1 | 1971 | Focuses on funneling searchers to its website and distributing leads from there. | Los Angeles, CA | N/A | Providing informative resources and funneling leads from web content |
5 | LegalFit | 2.8 | N/A | Offers website building, content marketing, and paid advertising management. | Overland Park, KS | N/A | Boutique marketing for law firms |
6 | Avvo | 2.7 | 2007 | Focuses on funneling visitors to its rating site and providing leads from there | Seattle, WA | N/A | Using consumer ratings’ to highlight effective lawyers |
7 | Clio | 2.6 | 2008 | Focuses on Google Local Service ads | Vancouver, BC | N/A | Google Local Service Ads for Law Firms |
The Top Personal Injury Lead Generation Companies – Descriptions & Reviews
Injury Case Claims
- Location: Ocean City, MD
- Year Founded: 2009
- Breadth of Lead Gen Offerings: Offers a full suite of paid advertising, offsite marketing, and social media options
- Public Guarantee Available: Will replace any unqualified lead within 7 days
- Specialty: Full-suite lead generation for personal injury law firms
Injury Case Claims nets some of the highest ratings because the personal injury lead generation company starts from qualified leads and works backwards, rather than trying to shoehorn other services under the “lead gen” umbrella. With a large emphasis on not just sourcing leads, but vetting them and following compliance requirements, Injury Case Claims differentiates itself from competitors as the company has sought to do so since 2010. The company also stands out for its “no pay unless claimants are highly qualified” guarantee.
Summary of Online Reviews | |
Customers note the company’s “eye for detail” and having “consistently exceeded our expectations with the highest quality of service.” |
Lawyer.com
- Location: Basking Ridge, NJ
- Year Founded: 1998
- Breadth of Lead Gen Offerings: Offers paid media advertising, website building, and other marketing options
- Specialty: Productized full-scope marketing services
Lawyer.com is a global agency that provides website building, PPC campaign management, and a lawyer directory listing. This would put it in a similar position to FindLaw, but it’s less clear whether or not the company provides content marketing or assistance in using other channels for lead gen. It does offer a service called “LawyerLine” that provides on-demand intake vetting and lead forwarding.
Summary of Online Reviews | |
Solo practitioners say Lawyer.com “made doing business that much easier!” and that they have “very communicative” staff. |
FindLaw
- Location: Silicon Valley, CA
- Year Founded: 1996
- Breadth of Lead Gen Offerings: Offers paid advertising and content marketing options for law firms
- Specialty: Mass market law firm marketing
FindLaw is a company that started similarly to Avvo, but produces much more content regarding clients’ questions and answers, legal guides and more. They have the weight of Thomson Reuters behind them and can offer paid advertising, pay-per-click campaign management and website hosting. However, their size means that they are often only able to offer more generic services, such as delivering leads based on geographic area and practice area to clients.
Summary of Online Reviews | |
The FindLaw team can work with “focused, highly specialized” areas of practice but still deliver generalized content on the whole. Others add that “we have much more traffic than we used to”. |
Nolo
- Location: Los Angeles, CA
- Year Founded: 1971
- Breadth of Lead Gen Offerings: Focuses on funneling searchers to its website and distributing leads from there.
- Specialty: Providing informative resources and funneling leads from web content
Nolo began as a publishing firm for public interest lawyers to help people solve their own legal problems but has grown into a major online resource for legal issues. Its entities now span a variety of content marketing sources, which it uses to serve names of attorneys within its network. While the amount of traffic is extensive, leads cost more if they are exclusive to client and Nolo offers few other ways to generate leads.
Summary of Online Reviews | |
The company is renowned for its self-help section, but positive reviews of the lead generation program can be difficult to find. |
LegalFit
- Location: Overland Park, KS
- Year Founded: Unknown
- Breadth of Lead Gen Offerings: Offers website building, content marketing, and paid advertising management.
- Specialty: Boutique marketing for law firms
Legalfit is a boutique law firm marketing agency that offers many more options for lead generation than some of its more well-known competitors. Law firms can obtain custom websites with specialized intake processes. Legalfit also handles pay-per-click marketing and other marketing strategies but is a relatively new name in the field.
Summary of Online Reviews | |
LegalFit customers remark that “these folks have been great to work with” and “I would give them 6 stars if I could.” |
Avvo
- Location: Seattle, WA
- Year Founded: 2007
- Breadth of Lead Gen Offerings: Focuses on funneling visitors to its rating site and providing leads from there
- Specialty: Using consumer ratings to highlight effective lawyers
Avvo is famous among lawyers for its ratings system, having first started when the idea of consumers talking about their experiences on websites was still new. Its popularity has transformed it into a way for law firms to get leads, with millions of visitors per month seeking reviews. While the leads are qualified, law firms are competing with each other for placement on the website and may need to consider search or display ads on the website itself. Website building is offered but external advertising is not.
Summary of Online Reviews | |
Law firms have called the services and pricing “very fair, reasonable and awesome.” Many clients went on to leave glowing reviews of their attorneys. |
Clio
- Location: Vancouver, BC
- Year Founded: 2008
- Breadth of Lead Gen Offerings: Focuses on Google Local Service ads
- Specialty: Google Local Service Ads for Law Firms
Clio is another personal injury lead generation company that stands out for its work in providing vetted leads for law firm clients. By taking advantage of Google’s Local Search Ads, Clio helps to minimize unqualified leads through careful use of keywords and offers integrations with several customer relations and firm management systems. The company’s standout feature, however, is its practice management software, as opposed to simple lead gen.
Summary of Online Reviews | |
After spending $12,000, “it is by far the best marketing that I have ever done or seen,” said one customer. |
Best Personal Injury Lead Generation Companies for Google Ads
The following list gives our top companies for Google Ads management for personal injury leads.
- Injury Case Claims
- Lawyer.com
- Clio
- LegalFit
Best Personal Injury Lead Generation Companies for Intake Services
The following list gives our top companies for intake services. Companies with non-incentivized agents were given preference.
- Injury Case Claims
- LegalFit
- Lawyer.com
- FindLaw
For any questions or a copy of this report, contact us here.