Personal Injury Law Firm Intake Scorecard

Trendi Marketing · Personal injury firm resources

Before buying more traffic, check what happens when a prospective client contacts your firm. This scorecard helps personal injury law firms document inquiry ownership, follow-up, qualification, and marketing attribution. It is designed for a working meeting between the firm, intake team, and marketing partner.

This is Trendi’s operational checklist, not an industry benchmark or certification. The ten items have equal weight for simplicity. The result measures how consistently these processes are documented and used; it does not predict case quality, revenue, or legal outcomes.

Score your current process

For each item, choose 0 if it is missing or unknown, 1 if it exists but is inconsistent, or 2 if it is documented and consistently used. Leave an item unanswered until you have evidence. Do not enter prospective-client or case information.

Use evidence instead of a best guess

Choose a manageable sample of recent inquiries across the channels and times your firm serves. Review it inside your approved systems. Look for timestamps, assigned owners, next actions, and recorded dispositions. A written policy alone does not earn a score of 2 if the records show it is not consistently followed.

If your system cannot answer a question, record that gap rather than assuming the process worked. A low score can reflect missing documentation as well as a missing process. Distinguishing the two helps you choose the right fix.

Turn the score into an action plan

The maximum is 20 points. We deliberately do not label a particular total “good” or “bad”: one serious gap can matter more than several completed checklist items. Review each zero first, then the ones. Agree on a small set of actions that your team can actually implement.

These are illustrative actions, not findings about your firm. After implementation, review a fresh sample using the same method. Compare the underlying evidence as well as the total score.

Separate marketing fit from intake execution

An inquiry outside the firm’s service area may indicate a targeting problem. A suitable inquiry that never receives a return call may indicate a handling problem. A consultation that does not lead to a signed engagement may have many explanations. Record the actual reason where available instead of assigning every lost opportunity to one team.

Discuss patterns with the people responsible for both marketing and intake. Useful questions include: Which channels produce inquiries the firm can serve? Where do records stop? Which follow-ups remain unresolved? Are source labels consistent across the report?

A practical meeting agenda

1. Define the review period and select a sample that includes relevant channels and after-hours contacts.
2. Score each item with a supporting example from the approved system.
3. Choose the most consequential gaps and assign an owner to each.
4. Document what completion looks like and set the next review date.
5. Connect the next review with acquisition costs and signed-case reporting.

Keep individual inquiry records in the firm’s approved environment. This public worksheet does not need personal details to help your team discuss process consistency.

Pair this scorecard with our personal injury marketing ROI calculator to understand cost per qualified inquiry and cost per signed case.

Created by Trendi Marketing. Meet Kirk A. Lee, whose 20 years in the personal injury industry include 11 years as an employee at Loncar & Associates and nine years working with Thompson Law through Trendi.

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