A law firm can’t be successful without first having a successful intake process. When a client reaches out to you, you need to ensure that someone is on the other end of that phone, connected to the email, or receiving that form fill, and what you do after that is even more important. At Civille, we do a lot to make sure you get the most leads and the best leads with available lead qualification tools like customizable multi-step forms, but what can you do to improve lead quality and get leads to convert?
The Make-or-Break First Impression
Your introduction rightly points out that getting the lead is just the first step. That initial interaction – the first phone call, the reply to an email, the follow-up from a form submission – is where potential clients form their crucial first impression. Was the response prompt? Was the person they spoke to empathetic and knowledgeable? Did they feel heard and understood, or like just another number? This first touchpoint sets the tone for the entire potential relationship. A fumble here, even with a highly qualified lead generated through the best marketing efforts, can mean losing that client before you even have a chance to discuss their case. Optimizing this process isn’t just about efficiency; it’s about building trust from the very first second.
The Need for Rapid Response
In the legal world, time is often of the essence for potential clients. They might be facing an urgent deadline, dealing with a stressful situation, or simply comparing multiple firms. Research consistently shows that the faster you respond to an inquiry, the higher your chances of converting that lead. Waiting hours, or even until the next business day, can often be too late. Potential clients are likely reaching out to multiple firms, and the first one to provide a helpful, prompt response often gains a significant advantage. This means having systems in place to monitor emails, web form submissions (like those from your Civille website), and chat messages constantly during business hours, with a clear protocol for immediate follow-up.
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Ensuring Every Call Connects
Perhaps the most critical channel is the phone. When someone picks up the phone to call a law firm, they expect – and deserve – to speak to a human being. Every missed call is a potentially missed client. How do you give yourself the best possible chance at having someone answer the phone every time?
First, ensure adequate staffing during peak business hours. Designate specific team members responsible for answering phones, ensuring they are trained not just to take messages, but to handle initial intake conversations effectively (more on that later). Cross-training staff can provide backup during lunches, breaks, or absences.
But what about calls outside of 9-to-5? Legal needs don’t adhere to business hours. This is where you should seriously consider an answering service for off-hours. A professional legal answering service can ensure that no call goes unanswered, day or night, weekend or holiday. They can perform basic intake, gather essential information, screen calls based on your criteria, and even schedule appointments. While there’s a cost involved, compare it to the potential revenue lost from even one missed high-value case. It provides peace of mind and ensures potential clients always receive a prompt, professional response, regardless of when they call.
Turning Leads into Clients
Answering the phone quickly is vital, but what happens during that conversation is important. This is where you must refine your intake process and make sure you are giving yourself the best possible chance at converting every viable lead. This isn’t just about gathering facts; it’s about building rapport and demonstrating value.
Your intake specialist(s) – whether in-house staff or an answering service – need clear guidelines and training. They should follow a structured process to gather necessary information (contact details, opposing party, brief description of the legal issue, deadlines) while remaining empathetic and professional. They need to understand the firm’s practice areas well enough to identify potentially viable cases and communicate the firm’s value proposition clearly. Active listening is key; potential clients need to feel heard and understood. Avoid legal jargon and speak in plain language. The goal is to gather enough information to determine if the lead is a good fit for the firm and, if so, to schedule the next step, usually a consultation with an attorney.
The Intake Specialist’s Role
Your intake team is the gatekeeper to your firm. Investing in their training is investing in your conversion rate. They need more than just basic phone etiquette. Train them on:
- Active Listening & Empathy: Understanding the client’s emotional state and responding appropriately.
- Firm Knowledge: Knowing the firm’s practice areas, attorney specializations, fee structures (at a high level), and unique selling points.
- Intake Procedures: Following a consistent script or checklist for gathering information.
- Qualification Criteria: Understanding what makes a lead viable for your specific firm.
- Technology Use: Proficiency with your phone system, CRM, and intake forms.
- Handling Difficult Callers: Remaining professional under pressure.
Regular training and feedback sessions can keep skills sharp and ensure consistency.
Leveraging Technology with CRMs, Forms, and Automation
Technology can significantly streamline the intake process. While Civille’s multi-step forms and chat features provide excellent starting points for gathering initial lead data, integrating this with other tools creates a more seamless workflow. A Client Relationship Management (CRM) system designed for law firms is invaluable. It allows you to track leads from initial contact through conversion (or non-conversion), manage follow-ups, store intake information securely, and analyze your intake performance.
Online intake forms on your website can gather detailed information before the first call, saving time. Automation tools can send appointment reminders or follow-up emails. Using technology effectively frees up your human team to focus on the more nuanced aspects of the intake conversation and relationship building.
Nurturing Future Potential
What happens when a lead calls, but their situation doesn’t currently require legal assistance, or it’s not a fit for your firm’s practice areas? Don’t rule out potential future clients if their current situation doesn’t require a lawyer but may require one in the future. This is where a thoughtful conversation, especially if your firm’s representative is knowledgeable and helpful, can plant seeds for future business or referrals.
Instead of a quick dismissal, take a moment. Can you provide a referral to another firm or resource? Can you offer some general (non-legal advice) information available on your website’s blog? Perhaps add them (with permission) to a firm newsletter for periodic updates. A positive, helpful interaction, even if it doesn’t lead to immediate business, leaves a lasting good impression. That person might need your specific services later or recommend your firm to someone else based purely on that helpful initial call.
Measuring What Matters: Tracking Intake Metrics
You can’t improve what you don’t measure. Track key intake metrics to understand what’s working and where bottlenecks exist. Monitor things like:
- Number of inquiries received (by source: phone, web form, chat, referral, etc.)
- Lead response time
- Conversion rate (inquiries to consultations, consultations to clients)
- Reasons for non-conversion
- Intake specialist performance
Analyzing this data helps you identify areas for improvement, optimize staffing, refine training, and ultimately increase your client conversion rate.
Read More: The Most Important Google Analytics Metrics for Your Law Firm
Improved Your Leads With Civille
Civille is here to help law firms succeed, and with tools like multi-step forms, Civille chat, pay-per-click advertising, and our lightning-fast websites, you can rest easy in the knowledge that you are putting your best foot forward with your digital presence. We hope our intake process tips can help you achieve success, but if you need help with getting more leads in the door, and you are not a Civille client, then you should reach out to us today!
