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Riders, walkers and cyclists have one thing in common: nothing protects them when a car hits them. Their injuries are often severe, their recovery is long, and many of them worry that people will assume they were at fault. Each group searches and decides differently, though. This page covers who these callers are, when they call, what your intake should ask, and which ad rules to check before you show a crash scene. For the basics every injury firm shares, start with our car accident marketing page.
How big is this part of injury work?
Large, and it is not shrinking. The Insurance Institute for Highway Safety reports that 6,228 motorcyclists died in crashes in 2024, which was 16% of all motor vehicle crash deaths in 2024. It also counted 7,080 pedestrian deaths in 2024, or 18% of all crash fatalities, and 1,075 bicyclists killed in crashes with motor vehicles in 2024 (IIHS).
Behind every death are many more people who were hurt and survived. Those people, and the families of those who did not, are the ones searching for a lawyer.
What does each group search for?
| Group | Typical searches | What they worry about |
|---|---|---|
| Motorcycle riders | “motorcycle accident lawyer”, “car pulled out in front of my bike”, “motorcycle crash no insurance” | Being blamed because they ride; bike repairs; gear and medical bills |
| Pedestrians and their families | “hit by a car while walking”, “pedestrian accident attorney”, “hit and run crosswalk” | A driver who fled; a child or older parent hurt; who pays at all |
| Cyclists | “bike accident lawyer”, “hit by a car on my bicycle”, “dooring accident” | Drivers who say they never saw them; police reports that leave things out |
Write one page per row, in the words in the middle column, and answer the worry in the last column near the top. A short, direct answer is what search engines and AI answers both quote. Our SEO for injury firms page explains how we plan and build these pages. Many of these callers search in Spanish too, so plan a Spanish page for each.
When do these calls come in?
Often after hours. IIHS found that 73% of all pedestrian fatalities in 2024 occurred between 6 p.m. and 6 a.m. Weekend rides and evening commutes add more calls at the edges of the day.
That changes two things. First, the phone: a voicemail at nine in the evening loses a family that is ready to talk. Second, the ads: set your ad schedule to match the hours when a trained person actually answers, and run call-focused ads only when someone can pick up. Our guide to criminal defense after-hours intake shows how firms in another practice cover the night shift.
What should the first call ask?
The caller is often in pain or in a hospital. Keep the call short, kind and focused on what the lawyer needs.
- Who was hurt, and were they riding, walking or cycling?
- Was the driver identified, or did they leave the scene?
- Does the caller know the driver’s insurer, and does the injured person have their own auto policy?
- Was a police report made, and do they have the number?
- Are there photos, witnesses or cameras nearby (a shop, a bus, a doorbell)? Footage is often erased quickly.
- What treatment so far, and is the person still in the hospital?
- Book the next step before hanging up, by phone or at the hospital if your firm offers it.
Intake never judges fault, and never comments on a helmet, a crosswalk or a bike lane. Those are questions for the lawyer. Test the script with our secret-shop worksheet.
Where do these clients find a firm?
The Google map results, search ads and AI answers, like other injury cases, plus word of mouth inside close groups of riders and cyclists. Google’s description of its Local Services personal injury category names matters such as auto, bicycle and motorcycle accidents, among other services (Google). Pedestrian cases are not named, so confirm with Google and rate every lead.
Reviews matter more in tight communities. Ask every satisfied client for an honest review, in the same way, and never offer anything for it. Our guide to law firm reviews and testimonials covers how. Judge every channel by new clients signed. Our Google ads for injury firms are built that way.
Which ad rules should you check first?
The rules match other injury ads, but crash images are more tempting here: a wrecked motorcycle or a bent bicycle tells the story in one picture. Check with your attorney before you use one.
- California. Displays of injuries or accident scenes in electronic ads fall under a rebuttable presumption that they are false, misleading or deceptive (state code).
- Florida. Mail or email to someone about their accident is off the table unless it happened more than 30 days before the mailing (Florida Bar handbook).
- Everywhere. Do not approach riders or cyclists about a specific crash at an event or online. Let your pages, ads and reputation bring them to you.
The full list for every state is in the lawyer advertising rules library. We handle your state’s ad rules for you, and your attorney approves each ad before it runs.
What does it cost?
Our fees are flat and published, and you pay the ad platforms directly. We never charge per lead or per case.
The pricing page shows all four packages at all five ad-spend levels.
What is the one next step?
Export last month’s calls from your phone system and sort them by hour. Mark which evening and weekend calls reached a person. If most did not, fix coverage before you spend more on ads. Then call your own line as a stranger would, with the secret-shop worksheet, or ask for a free review and we will look at both.
Related: rideshare accident marketing, truck accident marketing and the personal injury hub.
Looking for the Spanish version? See marketing para abogados de accidentes de moto, peatones y bicicletas.
Marketing information, not legal advice. Probative is a marketing firm, not a law firm or a lawyer referral service. Last reviewed by our ads lead.