By Kerri Coby White, CEO, KerriJames
Last updated: October 2026
If your personal injury firm is spending money on marketing and getting people to call, I would want to know what happens once those calls come in. Are they being answered? Is your team getting the information it needs? And how many of those callers are actually becoming signed clients?
I see firms with plenty of inquiries coming in but not signing as many cases as they should. Sometimes the problem is marketing, but I wouldn’t assume that without looking at intake first. Most firms already have some type of process. The question is whether everyone follows it and whether it’s working. That’s why I like using a checklist specifically for personal injury intake. It gives you twelve things to review, from the first call to the signed retainer, so you can see where your team is doing well and where something needs attention.
Why Does Personal Injury Intake Demand Its Own Checklist?
Personal injury intake requires your team to gather information that may not come up in other practice areas. They need to understand what happened, when it happened, whether the person was injured, what medical treatment they’ve received, and what insurance information is available. They also need to recognize when a case may be approaching a filing deadline. That’s a lot to handle during one conversation, especially when the caller is upset or unsure what information matters.
I wouldn’t want a personal injury firm using a general intake script that doesn’t account for those questions. Your intake process should fit the types of cases your attorneys handle. It should also make it easy for the intake team to pass information to the attorneys without asking the caller to repeat everything. That’s part of what we do with our intake services at KerriJames. I want the people answering the phones, the attorneys reviewing cases, and the people managing the CRM working from the same information.
We also need to consider the person on the other end of the phone. Someone who was just injured may be worried about medical bills, missing work, or what happens next. They may also be contacting several law firms. Our data indicates that 35–50% of leads sign with the first firm that responds. I want intake teams responding quickly, but I don’t want them rushing through conversations just to meet a response-time goal. You need to be available when someone reaches out, and you need to make that person feel comfortable talking with you.
What Are the First Four Checkpoints? (Speed and First Contact)
The first four checkpoints cover what happens when someone initially contacts your firm. I would start by looking at how quickly your team responds, whether every inquiry reaches the right person, how the conversation begins, and whether the information gets entered into your CRM. If something goes wrong here, the firm may lose the chance to speak with a qualified caller before the intake process really gets started.
Checkpoint 1 – Response Time
☐ PASS: Someone contacting your firm by phone, website form, or chat receives an acknowledgment within five minutes, either from a team member or through an automated response.
☐ FAIL: An inquiry goes unanswered for more than 30 minutes during business hours, or sits overnight because there’s no process for handling after-hours contacts.
Checkpoint 2 – Channel Coverage
☐ PASS: Phone calls, website forms, and chat messages all go through the same intake process, with someone responsible for responding.
☐ FAIL: Website forms go to a general inbox where nobody receives an alert or knows who’s supposed to follow up.
Checkpoint 3 – Warm Greeting and Tone
☐ PASS: The intake specialist acknowledges what the caller is going through before moving into the questions needed to evaluate the case.
☐ FAIL: The conversation starts with nothing more than asking for a name and phone number, without acknowledging why the person called.
Checkpoint 4 – CRM Entry at First Touch
☐ PASS: The caller’s name, phone number, email address, practice area, and lead source are entered into the CRM before the call ends.
☐ FAIL: Information is written on paper or a sticky note with the intention of entering it later, or never makes it into the CRM at all.
Checkpoints 2 and 4 are good places to look at how your CRM is being used. I don’t want an intake specialist spending time searching through emails or entering the same information in several places. The right automation and CRM setup can help your team track inquiries while giving them more time to talk with callers. That’s the kind of work we focus on through our automation, data, and CRM services.
How Do You Qualify a Personal Injury Caller Without Losing Them?
When someone calls about an injury, your intake specialist needs to ask enough questions to determine whether the firm can help. But I don’t want that conversation to feel like someone is reading through a form and checking boxes. The caller should have an opportunity to explain what happened, and your team should know how to guide the conversation while gathering the information the attorney will need.
Checkpoint 5 – Injury and Incident Triage
☐ PASS: The intake specialist records when the incident happened, what injuries the person reports, and whether they’ve received medical treatment.
☐ FAIL: The specialist asks what happened but doesn’t gather the basic information needed to evaluate the inquiry before moving to scheduling.
Checkpoint 6 – Insurance Information Captured
☐ PASS: The intake form includes the available insurance information for the potentially responsible party and the caller’s own coverage.
☐ FAIL: Insurance information is left out because the specialist assumes it’s too early in the conversation to ask.
Checkpoint 7 – Statute of Limitations Flag
☐ PASS: The incident date is checked against the applicable filing deadline, and any case that may be time-sensitive is brought to an attorney’s attention right away.
☐ FAIL: Nobody checks for a possible deadline until an attorney reviews the inquiry days or weeks later.
Checkpoint 8 – Conflict Check Initiated
☐ PASS: The intake specialist collects the opposing party’s name during the call so the firm can begin its conflict check before scheduling the consultation.
☐ FAIL: The consultation is scheduled before anyone starts checking for a possible conflict.
This is why I believe intake specialists need both a script and good training. The script helps them remember what information to collect. The training helps them learn how to ask those questions without making the caller uncomfortable. When we work with intake teams, role-playing these conversations helps them get comfortable asking about injuries, insurance, and other details that may be difficult to discuss.
What Does a Strong Consultation-to-Retainer Bridge Look Like?
I would pay close attention to what happens after your intake specialist determines that someone may have a case. Does the person know what happens next? Is a consultation scheduled? If the firm is ready to move forward, does it send the retainer right away? I’ve seen situations where someone is interested in hiring a firm, but nobody gives them a clear next step. That’s what checkpoints 9 and 10 are meant to address.
Checkpoint 9 – Consultation Scheduled or Retainer Sent Same Day
☐ PASS: The consultation is scheduled before the call ends. For cases the firm is ready to accept, the firm sends an electronic retainer within an hour.
☐ FAIL: The caller is told that someone will be in touch, but no appointment is scheduled, and nobody explains when to expect the next contact.
Checkpoint 10 – Confirmation Sent Within 15 Minutes
☐ PASS: A text or email is sent within 15 minutes confirming the consultation time, the firm’s name, and anything the person needs to bring.
☐ FAIL: The confirmation is delayed, depends on someone remembering to send it manually, or never goes out.
Are Your Follow-Up Sequences Actually Working?
Not everyone who contacts your firm will sign during the first conversation. Some people need to speak with a family member, review the agreement, or take time to think about their options. I wouldn’t consider that a problem. What I want to know is whether your team has a plan for staying in contact with qualified people who aren’t ready to hire you right away.
Checkpoint 11 – Multi-Touch Follow-Up Sequence Active
☐ PASS: Qualified people who don’t sign immediately receive at least three scheduled follow-up contacts over seven days, using a combination of text messages and emails.
☐ FAIL: Someone makes one follow-up call, doesn’t get an answer, and marks the inquiry closed.
Checkpoint 12 – Attorney Review and Quality Gate
☐ PASS: An attorney or senior team member reviews every qualified inquiry within 24 hours, and the decision to accept or decline the case is recorded in the CRM.
☐ FAIL: Cases move forward or sit unanswered depending on who happens to see the inquiry next.
These last two checkpoints matter because they show whether anyone is tracking what happens after the initial conversation. If a qualified person hasn’t signed, who is responsible for following up? Has an attorney reviewed the information? Was a decision made? I want those answers in the CRM, so the intake manager doesn’t have to wait until the end of the month to find out that inquiries were never followed up on.
Checklist at a Glance: Pass vs. Fail Criteria
| Checkpoint | Pass Criteria | Fail Criteria |
| 1. Response Time | Acknowledgment within 5 minutes | Unanswered for 30+ minutes |
| 2. Channel Coverage | All channels go through one intake process | Website form sits in a general inbox |
| 3. Warm Greeting | Caller is acknowledged before questions begin | Only a procedural greeting |
| 4. CRM Entry at First Touch | Required information entered during the call | Information written down and entered later |
| 5. Injury and Incident Triage | Incident date, injuries, and treatment recorded | Only a general description collected |
| 6. Insurance Information | Available coverage information documented | Insurance information left blank |
| 7. Statute of Limitations Flag | Incident date checked and urgent cases referred promptly | Deadline left for later attorney review |
| 8. Conflict Check Initiated | Opposing party information collected during the call | Conflict check starts after consultation is booked |
| 9. Consult or Retainer Same Day | Consultation booked during call or retainer sent promptly | Caller told someone will be in touch |
| 10. Confirmation Within 15 Minutes | Confirmation text or email sent | Confirmation delayed or not sent |
| 11. Multi-Touch Follow-Up | At least 3 contacts over 7 days | One unanswered call and inquiry closed |
| 12. Attorney Quality Gate | Qualified inquiry reviewed within 24 hours | No clear review or decision process |
Common Mistakes PI Firms Make Even With a Checklist in Place
One mistake I see is a firm creating a checklist, going over it with the team once, and then putting it away. That won’t tell you whether the process is working. I want intake managers to review the numbers every week and check whether the team is following the steps. If something isn’t happening consistently, that’s what needs attention.
Another issue is leaving insurance questions out of the first conversation. I understand why an intake specialist might hesitate to ask. The caller may be upset, or the specialist may think the attorney can handle it later. But insurance information can be important when deciding whether the firm can take the case. Your team needs to know how to ask for it without making the person feel rushed.
I also see firms focus so much on following the script that they forget they’re speaking with someone who may have just been injured. You can ask the right questions and still make someone uncomfortable if you’re not listening. I want intake specialists trained to collect the information the firm needs while paying attention to the person they’re speaking with. Those two things should happen together.
Why Consistency, Follow-Up, and Case Review Matter
Another problem comes up when every intake specialist handles calls differently. One person asks about medical treatment, another forgets. One person follows up three times, another calls once. When that happens, it’s difficult to compare results or know whether your process is working. I want everyone following the same basic steps while still having a natural conversation with the caller.
Follow-up is another area I would review. Some firms rely almost entirely on phone calls, but not everyone can answer when your team calls. A text message may be easier to respond to, especially if someone’s working or dealing with appointments. I wouldn’t replace phone conversations with automated messages, but I would want the team using more than one way to stay in contact.
I would also make sure the right person reviews qualified inquiries. If an attorney or senior team member doesn’t review them promptly, your team may spend time pursuing cases the firm can’t accept while other qualified inquiries go unanswered. I want a clear decision recorded so everyone knows whether the firm is moving forward and what needs to happen next.
FAQ
Does this checklist apply to high-volume PI firms handling hundreds of inquiries a week?
Yes. I would argue that the more inquiries your firm receives, the more important it is to have a process everyone follows. When you’re handling hundreds of contacts each week, your team needs to know which inquiries require immediate attention, what information to collect, and when a case should go directly to an attorney. For appropriate cases, electronic retainers can also help the firm move forward without unnecessary delays. The checklist gives your team a consistent way to handle that volume.
What if my intake specialist is also acting as a receptionist?
Then I would want to look at how much that person is being asked to handle. Someone answering the main phone line, greeting visitors, and managing intake may struggle to complete every step, especially during busy periods. That doesn’t mean they can’t use the checklist. But they need to know which calls take priority, when to involve an attorney, and what to do when several things need attention at once. I would review the workload before assuming the employee isn’t following the process.
How do I measure whether my intake process is actually improving?
I would start with three numbers. How many callers are scheduling consultations? How many consultations turn into signed retainers? And how quickly is your team responding when someone contacts the firm? Those numbers give you a starting point for understanding what’s happening. At KerriJames, we establish those baselines through our growth consulting work so firms can see whether intake changes are making a difference.
Can automation handle personal injury intake without losing the human element?
Yes, and I think firms should be using it. I don’t want intake specialists trying to remember every callback or spending all day manually sending appointment reminders. Let your CRM handle those things. But when someone calls because they’ve been injured, I want a person talking with them. Someone needs to listen, ask the right questions, and make sure they understand what happens next. I wouldn’t leave that entirely to automation.
How often should we review and update the checklist?
I would review the checklist at least once a quarter, but I would also want the intake manager to review performance weekly. Talk with the people answering the phones. Ask which steps are difficult to complete, where they’re running into delays, and whether something in the process needs to change. They’re working with it every day, so their feedback matters.
Closing Arguments
When a personal injury firm tells me it needs more leads, I want to know what’s happening with the leads it already has. Are calls being answered? Is the team getting the information the attorneys need? Are qualified callers being told what happens next? And what about the people who don’t sign? Before spending more money on marketing, I would want answers to those questions.
Here are five things I would pay attention to:
Your intake process needs to fit personal injury cases. Your team should be comfortable asking about injuries, medical treatment, insurance, and possible filing deadlines. If those questions aren’t part of the process, the attorney may not have what they need to evaluate the case.
Know how quickly your team is responding. If your goal is five minutes, I want to know how often your team is meeting it. Are calls being answered? Is someone following up on website inquiries? If people are waiting too long, find out what’s causing the delay before assuming you need to hire more staff.
Make sure your team knows how to have the conversation. Getting through the questions isn’t enough. I want intake specialists to listen to what people are telling them, answer questions, and make sure callers understand what happens next. They should be able to collect the information the firm needs without rushing the conversation.
Don’t give up after one unanswered call. Just because someone doesn’t answer the first time doesn’t mean they aren’t interested. If they’re qualified, I want to know when your team is calling back, who’s responsible for making that call, and whether anyone is checking that it happened.
Make sure qualified cases are being reviewed. An attorney or senior team member should review qualified inquiries right away and record whether the firm wants to move forward. Your intake specialists shouldn’t have to guess which cases are being accepted or what they’re supposed to do next.
A checklist helps, but only if your team follows it. I would review intake numbers every week, listen to calls, and ask the team where they’re having problems. If something isn’t working, address it. Don’t wait three months to find out the same issue has been happening every week.
That’s part of what we do at KerriJames.
We review how firms handle inquiries, look at the numbers, and work with intake teams on what needs to change. To see how your firm is doing against these twelve checkpoints, start with a Legal Intake Audit. We’ll review what’s happening now and where your process could improve.
