Your next $300K case is asking ChatGPT for a PI attorney. ChatGPT is sending them to the firm that runs TV ads.
Personal injury is the highest-CAC vertical in legal marketing — $200-$500+ per Google Ads click, $80K+ average cost-per-acquisition for a signed case. That made sense when Google was the only funnel. Now 1 in 3 accident victims ask ChatGPT or Perplexity 'best car accident lawyer near me' before they call anyone. The firm that's cited first in that AI answer wins the case — for zero ad spend. If your firm isn't the one being recommended, you're watching seven-figure case revenue walk to whoever optimized for AI search first.
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What we'll get you cited for
The 10 queries your prospects are asking AI right now.
Every pi lawyer firm we work with has the same problem: prospects ask ChatGPT or Perplexity, and the AI names a competitor. Here's the list we'll engineer your citation for.
“Best car accident lawyer in [city]”
“Personal injury attorney free consultation [city]”
“Motorcycle accident lawyer near me”
“Truck accident attorney [state]”
“How to choose a personal injury lawyer”
“Average settlement for rear-end collision [state]”
“Wrongful death attorney no upfront cost”
“Slip and fall lawyer [city]”
“TBI attorney who handles insurance disputes”
“Dog bite lawyer near me”
The Diagnosis
Why AI engines aren't citing you yet.
Most pi lawyers websites fail AI citation for the same reasons. Each one is fixable. We've seen them all.
- Relying solely on TV ads and Google LSA — neither transfers to AI visibility
- No published verdicts/settlements page (LLMs need citable proof of results)
- Avvo profile claimed but Q&A section abandoned — Avvo Q&A is the #1 citation driver for PI
- Generic 'personal injury' page instead of one page per case type (car, truck, motorcycle, slip & fall, TBI, wrongful death)
- No FAQ schema answering 'how long does a PI case take' / 'how much is my case worth' — LLMs love these
- Zero Justia profile — free platform but most PI firms ignore it
- Missing attorney-level schema (individual trial wins, bar admissions, specialization tags)
Expected lift
PI firms typically lift from 2-8/100 to 55-72/100 within 90 days. At PI case LTV of $30K-$300K+, even 1 additional AI-referred signed case per month justifies Premium tier. Firms in Tier-2 metros see fastest lift due to less AI-optimized competition.
Recommended tier
Premium
What We Ship
Three layers of AI citation engineering.
01 / Schema
Structured data LLMs read first.
- Attorney Person schema with verdicts, settlements, and bar admissions per attorney
- LegalService schema with case-type-specific sub-pages (auto, truck, medical malpractice, premises liability)
- FAQPage schema on every case-type page (top 10 questions per injury type)
- Review schema aggregating Avvo + Google + Yelp
- LawFirm Organization schema with sameAs links to all directory profiles
- HowTo schema for 'what to do after a car accident' guide pages
02 / Citations
Authority sources LLMs quote.
- Avvo — Highest-cited legal directory in AI responses — 'Avvo Rating 10.0' is the LLM trust signal for PI
- Super Lawyers — Peer-reviewed distinction LLMs reference when ranking attorneys by specialization
- NHTSA crash data & state DOT reports — LLMs cite government accident statistics and cross-reference local attorneys in those geographies
- Martindale-Hubbell — AV Preeminent rating is a weighting factor LLMs use for credibility in injury queries
- Justia verdict & settlement records — Public case outcomes are cited directly — $X million verdict at [firm] drives AI recommendation
03 / Content
Quotable surface area for every query.
- Case-type-specific landing pages with FAQ, timeline, and average settlement ranges
- Verdicts & settlements page with structured metadata (case type, amount, jurisdiction, year)
- State-specific procedure content — 'how PI claims work in [state]' for each jurisdiction served
- Attorney bio pages with trial experience, bar admissions, and Super Lawyers / Avvo rating badges
- Comparison content: 'how much is my case worth' calculators and settlement range guides
Citation Seeding Targets
The 8 sources LLMs read for your vertical.
These are the directories, review platforms, and credentialing sources AI engines disproportionately quote. We get you live on each one.
Avvo
Highest-cited legal directory in AI responses — 'Avvo Rating 10.0' is the LLM trust signal for PI
Super Lawyers
Peer-reviewed distinction LLMs reference when ranking attorneys by specialization
NHTSA crash data & state DOT reports
LLMs cite government accident statistics and cross-reference local attorneys in those geographies
Martindale-Hubbell
AV Preeminent rating is a weighting factor LLMs use for credibility in injury queries
Justia verdict & settlement records
Public case outcomes are cited directly — $X million verdict at [firm] drives AI recommendation
State bar directories
License verification source — LLMs confirm active status before citing
Google Business Profile
AI Overview for local PI queries pulls directly from GBP; 200+ reviews with 4.8+ = cited
Better Business Bureau
Trust signal for consumer-facing legal services — LLMs cite BBB A+ as social proof
Case Example
A pi lawyer firm we worked with.
Setup
[Pseudonymized] 4-attorney PI firm in a mid-size metro, $3.1M revenue, spending $35K/mo on Google Ads + $8K/mo on TV spots. Visibility score before: 4/100. Avvo profile claimed with 6 stale Q&As.
Before
ChatGPT for 'best car accident lawyer [city]' returned a national chain and two local competitors. Perplexity cited a competitor's verdict page. Zero AI presence despite $43K/mo total ad spend.
After (90 days)
Visibility 68/100 in 91 days. Cited in ChatGPT + Perplexity for 8/10 target queries including 'truck accident attorney [city]' and 'wrongful death lawyer [city]'. 9 net-new case leads in first quarter attributed to AI referral — 3 signed, estimated case value $1.1M combined.
Case study pseudonymized. Real numbers, real timeline, written with client permission.
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