Personal Injury Law · Resource Guide
PI Law KPI Guide
Benchmarks for PI firm marketing, intake, and case-conversion performance — from lead cost and contact speed through retainer completion and full-funnel ROI.
MER Target
>4.0
Speed to Contact
<5 min
Contact Rate
>80%
CPSC
<$2,000
Green
Performance is healthy. The practice is converting demand efficiently into appointments, accepted treatment, and revenue.
Yellow
Performance is acceptable but needs attention. There may be friction in marketing quality, scheduling, conversion, or follow-up.
Red
Performance is limiting growth. Re-check targeting, lead handling, show rate, and case-acceptance workflows before increasing spend.
KPI Benchmark Thresholds
29 KPIs · Green / Yellow / Red ranges
| Green | Yellow | Red | |
|---|---|---|---|
| Average Call Duration (Qualified Calls) | >2 minutes | 1–2 minutes | <1 minute |
| Call Abandonment Rate | <10% | 10–20% | >20% |
| Call Sentiment / Engagement Score | >80 | 60–80 | <60 |
| Case Value Potential Score (Optional AI metric) | >70 average | 50–70 | <50 |
| Consultation Booking Rate | >60% | 40–60% | <40% |
| Contact Rate | >80% | 60–80% | <60% |
| Contacted – Awaiting Response | <25% of active pipeline | 25–40% | >40% |
| Cost Per Lead (CPL) | <$100 (typical PI), or within target | $100–$200 or slightly above target | >$200 or rapidly increasing |
| Cost Per Signed Case (CPSC) | <$1,000–$2,000 typical PI | $2,000–$3,500 | >$3,500 or rising fast |
| Declined Rate (with Reasons) | <40% | 40–60% | >60% |
| Escalation Compliance Rate | >90% | 75–90% | <75% |
| High-Value Lead Rate | >20% | 10–20% | <10% |
| Hot Lead Identification Rate | Tracked weekly with action rate >90% | Action rate 70–90% | Action rate <70% |
| Injury Type Distribution | Majority MVA + high-value cases | Drop in high-value cases | Heavy tilt toward low-value cases |
| Lead → Signed Case Conversion Rate | >8–12% overall | 4–8% | <4% |
| Lead Volume | At or above monthly goal | Slightly below goal (5–15%) | >15% below goal |
| Marketing Efficiency Ratio (MER) | >4.0 | 2.5–4.0 | <2.5 |
| Missed Call Rate | <10% | 10–20% | >20% |
| Missed Opportunity Rate | <10% | 10–20% | >20% |
| Not Contacted Yet | <5% | 5–15% | >15% |
| Pending Intake / Follow-Up Attempts | 3+ attempts | 1–2 attempts | 0 attempts |
| Poor Intake Handling Rate | <10% | 10–20% | >20% |
| Qualified Lead Rate | >40–50% | 25–40% | <25% |
| Referral-Out Rate | <10% | 10–20% | >20% |
| Retainer Completion Rate | >70% | 50–70% | <50% |
| Retainer Sent Rate | >80% | 60–80% | <60% |
| Signed Case → Revenue Conversion Rate | >70% | 50–70% | <50% |
| Signed Case Rate | >25–30% | 15–25% | <15% |
| Speed to Contact | <5 minutes | 5–30 minutes | >30 minutes |
KPI Deep Dives
How to use this guide
- Score each KPI against the green / yellow / red benchmarks.
- For every yellow or red KPI, open the deep dive and read the likely causes.
- Pick one or two action steps per quarter — don't try to fix everything at once.
- Re-score in 30, 60, and 90 days to confirm performance has moved up a tier.
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