Channel number,Channel,Benchmark,Average,Average (numeric),Top 25%,Top 25% (numeric),Unit,Average notes,Top 25% notes,Basis,Source URL
01,Budget and acquisition costs,Marketing spend as a share of revenue,10.7%,10.7,22.0%,22.0,percent,,The biggest TV advertisers run 21.4% to 32.1%,Measured,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,"Marketing spend per attorney, per year","$75,402",75402.0,"$157,419",157419.0,USD,,,Estimate,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,"Cost per lead, all channels",$290,290.0,$199,199.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,Cost per qualified lead,$841,841.0,$377,377.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,Cost per signed case,"$2,956",2956.0,"$1,631",1631.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,"What a signed case costs, by city size",,,,,,"Small market $958 to $2,397. Mid-size city $1,772 to $4,533. One of the twenty biggest metros $3,756 to $6,995.",,Context,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,Acquisition cost as a share of the first fee,18.5%,18.5,8.1%,8.1,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,Fees earned for every $1 spent on marketing,$4.78,4.78,$9.30,9.3,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,"How marketing budgets are split: TV, radio, streaming, billboards",18.8%,18.8,38.2%,38.2,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,How marketing budgets are split: Google Ads,24.4%,24.4,18.3%,18.3,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,How marketing budgets are split: SEO + AI Search,23.1%,23.1,22.2%,22.2,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,How marketing budgets are split: Local Services Ads,10.4%,10.4,9.2%,9.2,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,How marketing budgets are split: Social and video,7.9%,7.9,8.4%,8.4,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,How marketing budgets are split: Referrals and networking,7.7%,7.7,4.4%,4.4,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
01,Budget and acquisition costs,How marketing budgets are split: Directory listings,5.5%,5.5,2.2%,2.2,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#marketing-costs
02,Google Ads,Cost per click,$126,126.0,$43 to $85,,USD,In a mid-size city,Small market. Big city $141 to $426. Truck and motorcycle terms $515 to $908.,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-ads
02,Google Ads,Ad click-through rate,6.3%,6.3,7.7%,7.7,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-ads
02,Google Ads,Clicks that turn into a lead,5.9%,5.9,11.9%,11.9,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-ads
02,Google Ads,Cost per lead,$337,337.0,$199,199.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-ads
02,Google Ads,"What a lead costs, by city size",,,,,,Small $115 to $221. Mid-size $172 to $301. Biggest metros $352 to $976.,,Context,https://pioneerly.com/benchmarks/personal-injury/#google-ads
02,Google Ads,Leads that qualify as potential cases,39.1%,39.1,50.0%,50.0,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-ads
02,Google Ads,Cost per signed case,"$3,123",3123.0,"$1,693",1693.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-ads
03,Google Local Services Ads,Cost per lead,$238,238.0,$188,188.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#local-services-ads
03,Google Local Services Ads,"What a lead costs, by city size",,,,,,Small $125 to $201. Mid-size $218 to $319. Big city $298 to $511 and up.,,Context,https://pioneerly.com/benchmarks/personal-injury/#local-services-ads
03,Google Local Services Ads,Leads retained after disputes,61.4%,61.4,68.7%,68.7,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#local-services-ads
03,Google Local Services Ads,Leads that become signed clients,13.5%,13.5,21.5%,21.5,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#local-services-ads
03,Google Local Services Ads,Cost per signed case,"$1,657",1657.0,$884,884.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#local-services-ads
03,Google Local Services Ads,Firms using Local Services Ads,66.4%,66.4,87.0%,87.0,percent,,Or more,Measured,https://pioneerly.com/benchmarks/personal-injury/#local-services-ads
04,Organic search and AI visibility,Share of leads from organic search,25.7%,25.7,41.5%,41.5,percent,Includes the Maps listing,,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Cost per organic search lead,$329,329.0,$194,194.0,USD,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Monthly SEO agency fee,"$8,488",8488.0,"$14,603",14603.0,USD,Per month,Per month,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,"Months to reach page one for ""personal injury lawyer [city]""",12.8,12.8,9.1,9.1,count,Mid-size city. 15.5 to 24.4 in a top-10 metro.,Mid-size city. 10.2 in a big city.,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Months to appear in the Google Maps top three,3.4 to 6.4,,2.0 to 2.8,,,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Monthly calls from Google Maps,17.1,17.1,88.4,88.4,count,,,Estimate,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Monthly website clicks from Google Maps,28.9,28.9,114.3,114.3,count,,,Estimate,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,"Firms in the Maps top three, mid-size city",140 reviews,,394 reviews,,,Rated 4.54,Rated 4.84,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,"Firms in the Maps top three, big city",550 reviews,,"1,046 and up",,,Rated 4.18,Rated 4.51,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,AI visibility: firms named and share of answers,5.3%,5.3,20.3% to 33.5%,,percent,The average firm is named in under 1.1% of answers,Of answers about its own city,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,What AI assistants quote when someone asks for a lawyer,,,,,,"Super Lawyers 29.9%, Justia 22.9%, Google Search and Maps 11.9%, Reddit 7.0%, Avvo 4.3%, YouTube 4.3%. Across all legal answers, 78.2% point at a directory before anything else.",,Context,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Share of visits from AI assistants,1.0%,1.0,2.2%,2.2,percent,Reported annual growth of 1.9× to 2.8×,Reported annual growth of 4.3× or more,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
04,Organic search and AI visibility,Share of leads from AI assistants,1.5%,1.5,3.6%,3.6,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#seo-and-ai-search
05,Website performance,Website visitors who become leads,3.1%,3.1,6.3%,6.3,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#website-performance
05,Website performance,Contact mix: call / form / chat or text,59.3 / 33.8 / 8.9%,,54.2 / 29.7 / 20.6%,,,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#website-performance
05,Website performance,Share of visits from mobile devices,79.3%,79.3,85.2%,85.2,percent,,Or more,Measured,https://pioneerly.com/benchmarks/personal-injury/#website-performance
05,Website performance,Mobile page load time,3.26 s,3.26,2.44 s,2.44,seconds,About 37.2% of personal injury sites pass Google's speed test,Reported for the top quartile,Measured,https://pioneerly.com/benchmarks/personal-injury/#website-performance
05,Website performance,Firms offering online consultation booking,21.7%,21.7,50.8%,50.8,percent,,Share of the top quarter that offers it,Measured,https://pioneerly.com/benchmarks/personal-injury/#website-performance
06,Intake and conversion,Time to first response to a web inquiry,15.7 min,15.7,Under 2.0 min,,minutes,In office hours. 12.8 min among firms that reply at all.,"By phone and text, day or night",Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Firms that do not respond to web inquiries,26.5%,26.5,0%,0.0,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Firms replying within 5 minutes,25.5%,25.5,93.6%,93.6,percent,,Or more,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Firms replying within 1 hour,55.1%,55.1,95.4%,95.4,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Unanswered calls,25.6%,25.6,Under 4.7%,,percent,,Day or night,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,After-hours inquiries and response coverage,33.7%,33.7,96.3%,96.3,percent,"Calls come mostly in the day, forms and chats come later. Weekends run 14.3% to 21%. Share of all inquiries received after hours",Share of after-hours contacts answered by a person,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Inquiries that qualify as potential cases,43.7%,43.7,50.7%,50.7,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Qualified leads that book a consultation,70.7%,70.7,83.7%,83.7,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Booked consultations attended,81.4%,81.4,98.6%,98.6,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Consultations that become signed cases,34.3%,34.3,66.0%,66.0,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Qualified leads that become signed clients,26.6%,26.6,53.1%,53.1,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,All inquiries that become signed clients,10.6%,10.6,21.7%,21.7,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Follow-up attempts per lead,1 to 2,,9 to 14,,,,"By call, text and email over 13 to 31 days",Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,Time from first contact to a signed agreement,3.2 days,3.2,Same day,,days,,"Signed on the phone, electronically",Measured,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,From inquiry to signed case: Qualified inquiries,43.7%,43.7,50.7%,50.7,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,From inquiry to signed case: Qualified leads that book a consultation,70.7%,70.7,83.7%,83.7,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,From inquiry to signed case: Booked consultations attended,81.4%,81.4,98.6%,98.6,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
06,Intake and conversion,From inquiry to signed case: Consultations that become signed cases,34.3%,34.3,66.0%,66.0,percent,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#intake-and-conversion
07,Reviews and reputation,Average Google rating,4.51,4.51,4.59,4.59,count,Across all law firms. 4.12 among personal injury firms that rank.,With 86.4% and up of reviews at five stars,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-reviews
07,Reviews and reputation,Number of Google reviews,37,37.0,281 and up,,count,About 16 across all law firms,In a mid-size city. 513 to 799 for the top firm in one of the twenty biggest metros.,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-reviews
07,Reviews and reputation,New reviews per month,0.94,0.94,8.9 and up,,count,,Firms in the top quarter typically add nine to fourteen a month,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-reviews
07,Reviews and reputation,Reviews receiving a response,36.2%,36.2,80.8%,80.8,percent,,"And up, usually within two days",Estimate,https://pioneerly.com/benchmarks/personal-injury/#google-reviews
07,Reviews and reputation,People who read reviews before calling,69.7%,69.7,,,percent,,Consumer benchmark; no top-quartile comparison,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-reviews
07,Reviews and reputation,Lowest star rating people will consider,4.01,4.01,,,count,Expectations may be higher in competitive markets,Consumer benchmark; no top-quartile comparison,Measured,https://pioneerly.com/benchmarks/personal-injury/#google-reviews
08,Referrals,Share of signed cases from referrals,37.4%,37.4,55.6% and up,,percent,"Past clients 15.7%, other lawyers 15.4%, other professionals 5.4%",Relationship-led firms. Firms relying heavily on advertising sit at 17.7%.,Measured,https://pioneerly.com/benchmarks/personal-injury/#case-referrals
08,Referrals,People receiving a personal recommendation,42.8%,42.8,,,percent,About 21.1% of hires come straight from one,Consumer benchmark; no top-quartile comparison,Measured,https://pioneerly.com/benchmarks/personal-injury/#case-referrals
08,Referrals,Firms with a referral program,25.7%,25.7,95.4%,95.4,percent,,,Estimate,https://pioneerly.com/benchmarks/personal-injury/#case-referrals
09,"Email, social and content",Email open rate,40.7%,40.7,53.6%,53.6,percent,,,Measured,https://pioneerly.com/benchmarks/personal-injury/#email-and-social
09,"Email, social and content",Email click rate,3.1%,3.1,5.2%,5.2,percent,10.0% of people who open the email,15.1% and up of people who open the email,Measured,https://pioneerly.com/benchmarks/personal-injury/#email-and-social
09,"Email, social and content",Leads from social media,4.6%,4.6,15.6%,15.6,percent,,"Includes Facebook lead ads, YouTube and TikTok",Measured,https://pioneerly.com/benchmarks/personal-injury/#email-and-social
09,"Email, social and content",Firms signing a client through social media this year,38.8%,38.8,92.0%,92.0,percent,26.9% across all law firms,,Measured,https://pioneerly.com/benchmarks/personal-injury/#email-and-social
09,"Email, social and content",Visitors landing on blog posts and guides,65.6%,65.6,71.4%,71.4,percent,Service and city pages take 38.6%. The leads flip the other way: 27.2% and 74.6%.,Service and city pages take 33.1%. Blog posts bring 31.1% of free-traffic leads.,Measured,https://pioneerly.com/benchmarks/personal-injury/#email-and-social
10,Personal injury market context,"Cost of a click on ""car accident lawyer""",$71 to $159,,,,,What firms actually pay in mid-size cities. $291 and up in the big metros. Google's own planner quotes $307 to $432 for a top spot.,,Measured,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,High-cost personal injury keywords,"$528 to $1,027",,,,,"Truck accident $539 to $1,027. Oilfield injury $689. Motorcycle $528 to $683. Bus accident $686. These are top-of-page bid estimates.",,Measured,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,"Share of the budget going to TV, radio and billboards",16.4%,16.4,,,percent,For the average firm. 34.2% and up for the biggest brands.,,Measured,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Average fee per case,"$16,538",16538.0,"$26,665",26665.0,USD,,Varies with case mix.,Measured,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: SEO,$183,183.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: AI search (GEO),$211,211.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: Facebook,$255,255.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: Display ads,$269,269.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: Local Services Ads,$342,342.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: YouTube,$363,363.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data
10,Personal injury market context,Cost per lead by channel: Google Ads,$391,391.0,,,USD,,,Chart,https://pioneerly.com/benchmarks/personal-injury/#market-data