Birth Injury Marketing
Services

Seven lines, sequenced against the constraint that actually limits case volume

By Kevin Schwaner, Founder; Chief Marketing OfficerUpdated Legal review: not yet assigned

Seven things I can run for you, and the one that decides whether the rest is worth buying. Your screening capacity sets how many signed cases you can produce; demand only decides how fast you reach that ceiling. So I size the ceiling first, then buy to it.

How the seven service lines fit together. Three demand channels feed a landing pages and forms, which feeds intake and screening, which produces signed cases. Referral development runs in parallel. Paid search & LSA Paid social SEO & AI search Co-counsel & referral Websites & landing pagesthe landing pages and forms AI automation & speed-to-leadfirst response under five minutes Intake & medical screeningthe binding constraint, sized first, then everything upstream is sized to it
Figure 1: I size the bottom box first. Screening capacity determines how many inquiries a firm can convert. Everything above it is scaled to that number, not to a budget. A campaign that overshoots screening capacity does not produce more cases; it produces a queue, and the good inquiries age in it.
The seven lines, what each is for, and the band it starts in.
ServiceThe job it doesStarts at
Paid search & Local Services AdsThe most expensive inventory in legal, bought against a signed-case target rather than a click target.Foundation and up
Paid socialDemand creation for a population that does not know a claim may still be live. Handled without exploiting grief.Growth and up
SEO & AI searchBuilt to be quoted by answer engines, not only ranked by search engines. Both are measured separately.Foundation and up
Websites & landing pagesThe landing pages and forms, built for a parent reading on a phone at 2am and for a partner auditing the funnel.Foundation and up
Intake & medical screening supportThe constraint that actually limits case volume. Most agencies do not touch it. It is the centre of my offer.Growth and up
AI automation & speed-to-leadResponse inside five minutes, every time, with a human on the other end of anything that matters.Foundation and up
Co-counsel & referral developmentThe channel with the best economics in this category, and the one almost nobody builds on purpose.Market Leader / bespoke

Where the money goes

Where a monthly programme budget goes. Indicative allocation of a Growth-band programme across the seven service lines. Paid media management 26%Intake & screening support 22%Content, SEO & AI search 18%Landing pages and forms &landing pages 12%Automation & speed-to-lead 10%Analytics, attribution, reporting 8%Co-counsel & referral development 4%
Figure 2: a Growth-band retainer, by where the hours go. This is my allocation of the retainer, not your ad spend, which is separate and passed through at cost. Note that intake and screening support is the second-largest line: in this category the money is better spent making inquiries convert than making more of them. The full cost structure.

Three published bands, with the arithmetic →

What I do not sell

Things I do not sell. Published because in this category the omissions are as informative as the list.
Not offeredWhy
Shared or resold leadsA lead sold to four firms is a race, not a case. It also creates a bar-advertising exposure I will not put a client into.
Pay-per-signed-case arrangementsFee-sharing with a non-lawyer is prohibited in most jurisdictions. Any vendor offering it in this practice area should be read carefully.
Case-value calculators for familiesLaw 3 on this site: I never state or imply what a case is worth. A tool that does is a liability with a UI.
SEO guarantees or ranking promisesNobody can honour them, and a partner who has been sold one before will discount everything else you say.
Content written without a named authorMy editorial standard requires one on every page. See Editorial Standards.

The free library covers all seven lines in full → · Model any of it yourself, free →

Authorship & review

Author
Kevin Schwaner, Founder; Chief Marketing Officer. Credentials.
Last reviewed
Legal review
Not yet assigned. This page describes marketing practice, not law, and gives no legal advice. Rules cited are linked to the primary source so you can read them directly. See Editorial Standards.
Corrections
Found an error? Tell me and it goes in the dated corrections log, whether or not it flatters me.