A web form submission is a declaration of intent. The person who filled out a PI inquiry form has identified a need, typed their story into a text box, and pressed submit. They are engaged. They are ready to talk. The firm that reaches them in the next 60 seconds has the highest probability of signing the case. The firm whose coordinator sees the email notification Monday morning is pitching a prospect who has already moved on.
The Webhook Trigger
Automating PI intake from web forms starts with a webhook. When the form is submitted, the form platform — GoHighLevel, Gravity Forms, Unbounce, or any other — fires a webhook that sends the form data to an automation platform. The automation platform immediately triggers the intake sequence: SMS acknowledgment, AI qualification conversation, consultation booking, and CRM record creation.
What the Automation Extracts From the Form
Most PI web forms capture: name, phone number, email, type of accident, date of accident, and a brief description. The AI intake system uses this structured data plus the free-text description to pre-populate the qualification assessment — checking incident type against the firm's accepted case types, calculating the time since incident against the relevant statute of limitations, and identifying any explicit mentions of medical treatment or police reports. The coordinator who follows up has a pre-screened case summary, not a raw form submission.
The Injury Law AI Intake System connects to any web form via webhook and runs the full intake sequence automatically — qualification, SMS follow-up, consultation booking, and CRM logging — within 90 seconds of form submission.