Personal Injury Lost Case Calculator
See how much revenue your firm is leaking from SEO visibility gaps and slow client intake.
How the Lost Case Calculator builds the estimate
The same four steps the calculator runs, with the default assumptions it starts from. Every default can be changed in the tool.
Monthly searches
How many people search for your practice area in your market each month — live search data when it is connected, otherwise a rough default for that practice area, clearly labelled as an estimate.
Leads you could be getting
Searches × the share that click the top three results (30% by default) × the share of visitors who become a call or form (4% by default).
The visibility gap
Those potential leads minus the leads you get today, × your lead-to-signed rate × your average fee per signed case.
The intake gap
A share of the cases you already sign, lost to slow response and after-hours gaps: 0% for under five minutes up to 35% for next-day, plus up to 12% with no after-hours cover, capped at 50%.
Replace the defaults for a better answer
The defaults are there so the calculator works the moment you open it. They are not measurements of your market. The most useful thing you can do is replace them: your real monthly leads from calls and forms, your sign rate, and your average fee per signed case. If you know your search demand from Google Ads Keyword Planner or your own Search Console, that is better than any default.
Two numbers usually move the result most. The first is your current monthly leads — if it is already close to what the top three results would bring, the visibility gap is small and intake is where the money is. The second is response time, which the calculator treats as the biggest intake lever: moving from hours to minutes changes the intake estimate more than any other setting.
Closing each gap
If the visibility gap is larger
You are not showing up for enough of the searches in your market. The fix is practice-area and location pages, a Business Profile built for the map pack, and content injured people actually search. See personal injury law firm SEO and keyword research for law firms.
If the intake gap is larger
You are losing cases you have already paid to attract. The fix is faster response and cover outside office hours — someone, or something, that answers every enquiry and gets the facts down. Try the AI intake assistant demo.
Free for personal injury firms
The 40-point law firm SEO audit checklist (PDF)
- 40 checks across 5 pillars: Map Pack, organic, AI visibility, E-E-A-T, content
- The 7 critical checks flagged, so you know where to start
- A scoring sheet and tick boxes to run it with your team
Lost Case Calculator questions, answered
What does the Lost Case Calculator measure?
Two gaps for a personal injury firm: the cases it could sign if it ranked in the top three for its practice area and market, and the cases it loses through slow response and no after-hours cover. It adds both and shows a monthly and yearly estimate.
How accurate is the estimate?
It is directional, not a forecast. It uses your own leads, sign rate and average fee, plus default assumptions for search demand, click share, lead rate and intake loss. Those defaults are starting points, not measured data — replace them with your own figures for a better estimate.
Where do the search numbers come from?
From licensed search data when it is connected. Until then the calculator uses a rough default for each practice area and marks it as an estimate, so you can see which number is live and which is assumed.
Why does response time matter so much in personal injury?
An injured person can contact several firms in the same evening, and the one that responds first and makes the next step clear has the advantage. The calculator reflects that with assumptions — a response under five minutes counts as no loss and next-day follow-up as the largest — which you can change if your own data says otherwise.
Is anything I enter saved?
No. The calculation runs in your browser; only the practice area and city are sent to look up search demand, and nothing is stored. Your details are only saved if you choose to submit the form for a tear-down.
Want your real numbers instead of an estimate? Send me your firm's URL.
I'll check your practice-area pages, Business Profile and the firms outranking you, and send back what to fix first — within 24 hours.
Or book a 30-min call