Personal injury law firm marketing & 24/7 intakeThe call comes Saturday night. Be the firm that answers.
Personal injury law firm marketing only pays off when somebody answers. Injured people call at night and on weekends, and when nobody picks up, the next firm is one tap away. Our AI intake line answers every call, asks your screening questions and books the consultation.
AI intake line from $1,495 setup + $497/monthFull injury firm system from $995/monthCalls, texts and AI minutes are billed at actual use. Prices in USD.
Based in TorontoServing the United States and Canada
Weekend intake docket
Friday 5 PM to Monday 8 AM
| No. | The call | If it rang out | Answered by your intake line |
|---|---|---|---|
| 1 | Fri 6:48 PMRear-ended at a red lightNeck pain. At urgent care tonight. | Voicemail, 0:22. Called back Monday 9:05. No answer. | Consult bookedOther driver's name logged for conflicts. Consult Monday 9:30, J. Okafor. |
| 2 | Fri 11:57 PMTractor-trailer, highwayHer husband was admitted to the ICU. | Hung up, no message. | Attorney calledOn your catastrophic list. On-call attorney's phone rang at 12:03 AM. |
| 3 | Sat 10:14 AMFall in a grocery storeBroken wrist. Photos of the wet floor. | Voicemail, 0:41. Monday: “We already have a lawyer.” | Consult bookedStore and owner logged for conflicts. Consult Monday 1:00 PM. |
| 4 | Sat 3:30 PMParking lot scrapeBumper damage. Nobody hurt. | Voicemail. Monday: eleven minutes on a matter you don't take. | Declined kindlyProperty damage only. Declined kindly, line in the log for your letter. |
| 5 | Sat 9:22 PMDog bite, a 7-year-oldStitches at the ER. Mother speaks Spanish. | Voicemail in Spanish. Waited for a bilingual staffer. | Consult bookedIntake in Spanish. Consult Monday 11:00 AM, Spanish noted. |
| 6 | Sun 1:05 PMExisting client“Is there any news on my case?” | Voicemail, on the same line as new cases. | Message routedMessage to his case manager. Kept off the intake docket. |
| 7 | Sun 8:40 PMRepresented, unhappyWants to talk about changing firms. | Hung up, no message. | Message routedYour rule: nothing discussed, message for an attorney. |
| 8 | Sun 10:15 PMRideshare crash, passengerHer physiotherapist gave her your name. | Voicemail, 0:18. Referral source never recorded. | Consult bookedReferral noted: Lakeshore Physio. Consult Monday 2:00 PM. |
Rang out: 8 calls, 0 consults, one catastrophic case waiting until Monday.
Answered: 4 consults booked, one attorney called at midnight, one kind no, two messages routed.
A week has 168 hours. Your intake desk covers 40.
Nine to five, Monday to Friday, is 40 hours. Crashes don't keep them. They happen on the drive home, on Friday night and on the highway on a long weekend. The injured person calls from the shoulder, from the ER waiting room, or at 2 AM when the pain won't let them sleep.
They have your number because you paid for it: the ad they tapped, the billboard, the TV spot. If the call rings out, the search results are still on their screen, and the next firm is one tap away.
Your intake line answers all 168 hours, from $1,495 setup and $497 a month. See what it hands your attorneys.
Staffed intake hours The weekend docket's eight calls
A message says call back. A memo says who, what and when.
Here is the same Saturday-night call, handed over two ways. A message-taking service gives you a callback to make on Monday. Your intake line gives your attorney a consult that is already booked, with the conflict names on top.
From a message-taking service
SAT 21:22 MARIA R. 555-0187 DOG BITE. CHILD. SPANISH? PLS CALL
Memorandum
- To
- Intake team, J. Okafor
- From
- After-hours intake line
- Re
- New inquiry, dog bite, minor child
- Received
- Saturday 9:22 PM
- Conflict check
- Dog owner: Gary Lindqvist, neighbour, 18 Alder Court. Insurer unknown.
- What happened
- Daughter, 7, bitten on the forearm by the neighbour's dog. Saturday about 6 PM, in his driveway.
- Care so far
- ER Saturday evening, stitches. Pediatrician follow-up Tuesday.
- Reported
- Animal control came Saturday. No report number yet.
- Represented
- No.
- Found you
- Google search, “dog bite lawyer”.
- Language
- Spanish. Consult in Spanish requested.
- Booked
- Monday 11:00 AM, phone consult with J. Okafor.
- Told the caller
- An attorney decides whether the firm can help. Nothing else was advised.
Message service, intake center or your own AI line
Three ways firms cover the phone after hours. If you want a person to sign retainers at 2 AM, an intake center does that and we don't. If you want every call answered, screened the same way and booked, that is what we build.
| Question | Legal answering service | 24/7 intake center | Your AI intake line |
|---|---|---|---|
| Who answers | A shared operator who takes calls for many firms and businesses | Trained legal intake staff at a call center | Your own AI intake line, working for your firm only |
| What reaches you | A name, a number and a line or two | A completed intake form | An intake memo: conflict names first, then the facts your script asks for |
| Follows your case criteria | Usually a message from everyone who calls | Yes, from a script you give them | Yes, from the criteria sheet you approve, every call the same way |
| Books the consult | Usually not | Often | Yes, onto your attorneys' calendars |
| Signs the retainer | No | Some do, with e-signature | No. Your team sends the retainer, and we can send the reminders |
| Saturday night rush | Callers hold while operators are busy | Depends on staffing that night | Many calls answered at the same time |
| How it's billed | Per minute or per call, often with a monthly allowance | Per intake or per hour of coverage | From $1,495 setup and $497 a month; calls, texts and AI minutes at actual use |
Native speech-to-speech voice AI
- GPT Realtime by OpenAI
- Gemini by Google
GPT Realtime Personal injury marketing, end to end
From “car accident lawyer near me”
to the signed retainer.
Intake decides whether your marketing pays, so it sits in the middle. Around it we cover each step an injured person takes with your firm, from the search to the review after the case closes.
- Get foundMaps and listings for car accident, truck and injury searches in your cities.
- Get noticedShort videos of your attorneys answering the questions injured people ask.
- Get chosenA page for each case type, your attorneys' faces and your fee line.
- Get answeredInjury calls answered all 168 hours, in the languages you choose.
- Get bookedConsults on your attorneys' calendars, catastrophic cases to the on-call phone.
- Come backRetainer reminders, status calls routed and reviews your rules allow.
Signature System
The Signature System for personal injury firms
Your intake line answered day and night, every call screened against your case criteria, catastrophic cases put through to the on-call attorney, consults booked, retainer reminders sent, status calls routed to case managers and review requests sent when cases close, built as one system for your firm and looked after by our team every month. Fully managed by our team, AI included. From $995/month.
Or start with one piece
- AI receptionistFrom $1,495 setup + $497/monthFor firms whose nights and weekends go to voicemail or a message-taking service. Where most injury firms start.See the AI receptionist
- Get Found local SEO$99/month, or $82.50/month billed yearlyFor firms that don't show up on the map for car accident and injury searches in their cities.See Get Found
- Review growthFrom $995 setup + $297/monthFor firms whose reviews trail the firms ranked above them, with request wording your rules allow.See review growth
- Smart WebsiteFrom $2,395 setup + $197/monthFor firms that want a page for each case type, connected to intake and booking.See Smart Websites
- Essential Website$99/month, no setup feeFor new or solo practices that just need a professional site with practice areas and attorney bios.See the Essential Website
Prices in USD. Setup and monthly fees are listed separately; calls, texts and AI usage are billed at actual use. Each piece joins the same connected system, so you can add the next one without starting over.
The intake script, in the order that protects you.
Most intake scripts start with “tell me what happened”. Ours starts with safety, then who is already a client or already represented, then the names for your conflict check. The story comes after, and only as much of it as your attorney needs to decide.
Use it with your own intake staff tomorrow. Or let your intake line read it on every call, in the same order, at any hour.
Five things it never says
“You have a case.”“An attorney will decide whether we can help, and call you.”“A case like yours is worth…”“Only an attorney can talk about that, after reviewing it.”“You have two years to file.”“Time limits apply to injury claims. Please speak with an attorney soon about yours.”“We always win.” “Guaranteed.”Your fee line and your firm description, word for word as you approved them.“Go see this doctor.”“Please follow the advice of the doctors treating you.”
“Is anyone hurt right now, or in danger?”
“Please hang up and call 911.” Read word for word, before anything else.
Safety comes first, every call.
“Are you already a client of the firm?”
Yes: name, case and message for the case manager, then a promise of when they will hear back.
Status calls stay off the intake docket.
“Is another lawyer working with you on this?”
Yes: your rule, set once. Most firms choose a message for an attorney and nothing discussed.
Your decision, not ours.
“Before you tell me what happened, who else was involved?”
The other driver, the store, the property owner, the dog's owner, any insurer they know.
Names for the conflict check come before the story. Details a prospect shares can bind you even if you never take the case (ABA Model Rule 1.18).
“When and where did it happen?”
The date, the city and the state or province, in their words.
Where it happened decides which attorney, or whether you can take it.
“Were you hurt, and have you seen a doctor?”
ER, urgent care, family doctor, physio, or nothing yet. Written down as they say it.
Nothing is diagnosed or judged.
“Was there a police report or a claim number?”
Noted if they have one. Nobody is turned away for not having it.
Useful, never required to book.
“How did you hear about us?”
The ad, the search, the past client, the physio, the chiropractor who gave them your card.
So you know which referral relationships send cases.
The next step
From your criteria: a consult booked, the on-call attorney called now, or a kind no.
See the criteria sheet below.
Your case criteria on one sheet. Every call follows it.
Your intake staff carry the criteria in their heads, and every one of them applies it a little differently at 8 PM on a Friday. Write it down once. The intake line sends each call to one of five places, the same way every time, and you change the sheet whenever your practice changes.
Every new call
Safety, client or not, represented or not, conflict names, then the facts from the script.
Consult booked
Injured, treated and inside the case types and places you take: car, truck, rideshare, premises, dog bite, or whatever is on your list.
Books the next open consult on your attorneys' calendars and sends the memo.
Attorney called now
A death, a hospital admission, a commercial truck, or anything else on your catastrophic list.
Rings your on-call attorney at any hour, then the next name if nobody picks up, and tells the caller when to expect the call.
Message for an attorney
Already represented, a matter you want to hear about before booking, or anything your criteria don't cover.
Takes the conflict names and a short summary. Nothing is promised.
Referred out
Workers' comp, medical malpractice or out-of-state matters, if you refer them.
Gives the names you approved, in your wording.
Declined kindly
Property damage only, no injury, or a matter you don't handle.
Tells the caller kindly that the firm can't help, and leaves a line in the log so your team can send a non-engagement letter.
The criteria sheet is written in the first setup session for the AI receptionist, from $1,495 setup + $497/month.
Your professional rules, applied to the phone.
An intake line talks to prospective clients on your behalf, so the rules that govern your firm govern it too. These are the ABA Model Rules that touch intake most, what each means for a phone line, and how we set yours up around it.
| The rule | What it says | What it means on the phone | How we set it up |
|---|---|---|---|
| Rule 1.18, prospective clients | What a prospect tells you is protected even if you never take the case, and hearing too much can keep you off the other side. | Collect only what the firm needs to decide. Conflict names first. | The script is short on purpose. The full story waits for the attorney. |
| Rule 1.6, confidentiality | Client information stays confidential. The ABA extends the same care to prospective clients. | Call recordings and transcripts are client information. | Before launch we show you where recordings and transcripts are kept and who can open them. |
| Rule 5.3, nonlawyer assistance | Partners must make reasonable efforts so a nonlawyer's conduct fits the lawyer's obligations. | The intake line is your nonlawyer assistant. You supervise it. | You approve every line before launch, and we review calls with you every month. |
| Rule 7.1, communications | No false or misleading statements about the lawyer or the lawyer's services. | No “you have a case”, no promised results, no invented fee terms. | Your fee line and firm description are read word for word from what you approved. |
| Rule 7.3, solicitation | Live person-to-person solicitation of someone known to need legal services is prohibited, with narrow exceptions. | It answers people who called you. It never calls anyone who didn't. | Texts go only to people who contacted you and agreed to receive them. |
| Formal Opinion 512, AI tools | The ABA's first opinion on generative AI (July 2024): competence, confidentiality, communication and fees all apply. | You should understand the tool you put on your phone line. | We explain in writing what it does, what it never does and how it is tested. |
These are the ABA Model Rules. The rules adopted in your state, or your provincial law society's code in Canada, are the ones that bind you, and they differ. This sheet is a starting point for your ethics counsel, not legal advice.
From the consult to the signed retainer.
A booked consult is not a signed case. People miss consults because they are in pain, at appointments or talking to an adjuster who sounds helpful. Retainers sit unsigned in an inbox. Short reminders in your firm's voice keep each one moving without anyone on your team chasing.
Right after the call
A text with the consult time, the attorney's name and what to have ready: hospital papers, photos, any letters from an insurer.
The evening before
A reminder, and an easy way to move the time instead of missing it.
After the consult
Your team sends the retainer. If it isn't signed, reminders go out on the days you choose, in your wording, and stop the moment it is.
While the case runs
Status calls go to the case manager with a promise of when they will hear back, so they stop landing on the intake line.
When the case closes
A review request, in wording your state's advertising rules allow.
Consult reminders and retainer follow-up run in the Signature System for personal injury firms, from $995/month. Review requests are also on their own: review growth, from $995 setup + $297/month.
Text message · Friday 6:53 PM
Hi Dana, this is the intake line at Okafor & Reyes. Your consult is Monday at 9:30 AM by phone with attorney J. Okafor. Please have your urgent care papers and any photos of the cars handy. Reply C to confirm or R to pick another time. Reply STOP to opt out.
C, thank you
Confirmed. Attorney Okafor will call you Monday at 9:30 AM. Feel better.
Where injury calls come from, and the number that matters.
Injury firm marketing agencies sell calls: Google Ads, Local Services Ads, map rankings, TV and billboards. The good ones report cost per signed case, because a click only counts once a retainer is signed. We don't run your ads. We make sure the calls you pay for get answered, screened and booked.
| Where the call comes from | What the caller expects | What wins it |
|---|---|---|
| Google Ads and Local Services Ads | Someone to pick up now. They tapped call on a phone. | An answer on the first ring, day or night. You paid for the tap. |
| TV, radio and billboards | The number they remembered to answer the way the ad sounded. | A greeting in your firm's voice, and the same answer at 2 AM as at 2 PM. |
| Maps search | A firm near them that is open. | Honest hours on your profile, then a line that actually answers during them and after. |
| Medical providers and past clients | To be expected. Someone they trust gave them your name. | The referral source recorded on every call, so you know who sends cases. |
| Your website at night | A number or a form that leads to a real reply. | The same intake line, and a form that reaches it instead of an inbox. |
Your cost per signed case, on one sheet.
Fill it in from last month's phone log and case list. Count new-case calls only: leave out existing clients, spam and vendors. Then look at the gap between calls and “answered live”. Every call in that gap was paid for.
Planning what a signed case is worth? Use your fee, not the settlement, and keep attorney hours separate from intake hours. The free Revenue Leak Diagnostic does the arithmetic that way.
Intake worksheet one month
- Marketing spend this monthAds, LSA, TV, billboards, lead services
- New-case calls and formsFrom your phone log. Leave out existing clients.
- Answered liveA person or your intake line, not voicemail
- Consults booked
- Cases signedRetainer signed
- Cost per signed caseSpend divided by cases signed
The calls that cost nothing
Someone searches “car accident lawyer near me” and calls one of the first firms on the map. Set your primary category to Personal injury attorney, list each case type as a service, keep your hours honest and post real photos of your attorneys and office. Get Found keeps your profile and listings right every month, $99 a month. Run the free Google check to see where you stand.
And the website?
It matters less than the phone, but injured people read it before they call. “Truck accident lawyer” and “slip and fall lawyer” are different searches, and each case type deserves its own page with your number on top and your attorneys' faces on it. The Essential Website is $99 a month with no setup fee. A Smart Website connected to intake is from $2,395 setup + $197/month.
How we set it up.
Your criteria and your script
One working session with your intake lead or managing attorney: the case types you take, the places, your catastrophic list, who is on call, what you refer out, and how you word a no.
Every line approved
The greeting that says it is AI, the fee line, the decline wording and the safety line are read back to you and signed off before a single call.
Calendars and the on-call phone
Consults book into the slots your attorneys open. The catastrophic path rings the numbers you give us, in the order you set.
Test calls, then nights and weekends
We make every call on the test sheet before launch. Most firms start with nights and weekends, then add overflow while the office is busy.
Monthly review
We listen to calls with you, fix what is wrong and adjust the criteria as your practice changes.
The test sheet
Every call on this list is made before an injured person ever reaches your intake line.
- A caller who starts with the whole story before any names
- “My husband is in the ICU” at 2 AM
- A Spanish-speaking parent calling about a child
- A fender-bender with no injury
- Someone who already has a lawyer
- An existing client asking for an update
- “Do I have a case?” and “What's it worth?”
- “How long do I have to sue?”
- Three calls at the same time
After launch we compare your own call log and consult calendar, before and after, so you see the change in your records.
What stays with your attorneys
- Conflict checks and whether to take the case
- Every word of legal advice
- Case value and strategy
- Limitation dates and deadlines
- The retainer and fee agreement
- Talking to insurers and adjusters
- Medical providers and liens
The intake line answers, screens and books. Your attorneys practise law.
Questions injury firms ask us.
Straight answers. If yours isn't here, ask us on a call.
How much does personal injury law firm marketing cost with you?
It depends on where you start. Most injury firms start with intake: the AI receptionist is from $1,495 to set up and $497 a month, with calls, texts and AI minutes billed at actual use. The Signature System for personal injury firms, where we run intake, consult booking, retainer reminders and reviews for you, starts at $995 a month with setup from $5,000. A professional website on its own is $99 a month with no setup fee. Get Found, our Google Maps service, is $99 a month, or $82.50 a month billed yearly. Prices are in US dollars.
What does the AI receptionist's starting price cover?
One main call job with one booking path, for example new injury calls on nights and weekends, screened against your criteria and booked as consults. We map it, build it, test it and keep it running. More call jobs, such as existing-client status calls or a separate line for referral partners, are scoped in writing before you pay for them.
Is this a legal answering service?
It does what a legal answering service does: your phone answered day and night. Then it does the intake itself. It asks your screening questions in your order, collects the names for your conflict check, books the consult on your attorneys' calendars and sends a memo with everything the caller said. It works for your firm only. A message-taking service hands you a callback; this hands your attorney a consult.
Can it sign the retainer?
No. The retainer and fee agreement stay with your team, and so does the decision to take the case. What we can do is send the reminders after the consult, in your wording, until the retainer is signed or the prospect says no.
Will it give legal advice or tell someone they have a case?
Never. It doesn't say whether someone has a case, what it is worth or how long they have to file. It says an attorney will decide and call them, and it reads your fee line word for word. Those limits are part of the script, not a setting someone can change.
How does it handle conflict checks?
It asks who else was involved before it asks what happened, and puts those names at the top of the memo. Your team runs the check. Keeping the first call short also limits what the firm hears from a prospect it may not be able to represent.
What happens with a catastrophic case at 2 AM?
If the call matches your catastrophic list, such as a death, a hospital admission or a commercial truck, it rings your on-call attorney right away, then the next person on your list if nobody answers. The caller hears honestly when to expect the call back.
Can it take calls in Spanish?
Yes. Injury firms often need Spanish at 2 AM as much as English, so we build and test the intake in each language you serve before launch. Calls run on native speech-to-speech models, GPT Realtime from OpenAI and Gemini from Google, which hear the caller and answer aloud directly rather than passing text back and forth.
Will callers know they're talking to AI?
Yes. The caller hears at the start that this is the firm's AI intake line, in wording your attorneys approve. A frightened caller who wants a human can ask for one at any point; your rules say whether that rings the on-call attorney or books the first callback. Our live AI line lets you hear it before you decide.
Can it connect to our case management or intake software?
Sometimes. Case management and intake tools differ in what they let an outside system write, so we check yours, and what your vendor allows, before we promise a connection. Without one, the intake memo and the consult time still reach your team by the route we agree during setup.
Is an AI intake line allowed under the ethics rules?
Bars treat it like any assistant you supervise: you stay responsible for what it says and for protecting what callers tell it. The ABA's Formal Opinion 512 covers lawyers' use of AI tools. We set the line up around the Model Rules on prospective clients, confidentiality, supervision, advertising and solicitation, and your state's rules or your provincial law society's code have the last word.
Is there a contract?
The AI receptionist starts with a 3-month commitment, so it can be set up and tuned before it carries your weekends alone. Signature Systems start with 6 months, agreed in writing before work begins. The Essential Website and Get Found are month to month. Our team is in Toronto, and we set up intake lines for injury firms in both countries.
Your next case calls after hours.
Book a call and walk us through your intake: who answers after hours today, what your criteria are and where cases slip. We will show you what we would switch on first and exactly what it costs. You will talk to the people who build it, led by our founder, Vikram Roy.