You can spend $50,000/month on law firm marketing, but if intake converts at 8% instead of 12%, you’re leaving cases on the table. Intake isn’t just administrative work. It’s where marketing investment converts to revenue.
Why Intake Matters
The Math
Consider the typical PI marketing scenario:
- 3,000 leads per month
- 10% conversion rate
- 300 cases signed
- $2,700 cost per case
Now improve intake to 15% conversion:
- Same 3,000 leads
- 15% conversion rate
- 450 cases signed
- $1,800 cost per case
That 5-point improvement is equivalent to 50% more marketing spend, without spending another dollar on ads. Understanding where that advertising budget actually goes makes the intake math even more urgent.
The Reality
Most firms underinvest in intake relative to lead generation. They spend heavily to generate leads, then lose them to slow response, poor scripts, or after-hours voicemail.
Speed to Lead
Why Speed Matters
PI prospects often call multiple firms. The first firm to answer with an empathetic, helpful response has a significant advantage. By the time you return a call hours later, they may have already engaged someone else.
Benchmarks
- Excellent: Response within 5 minutes
- Good: Response within 30 minutes
- Acceptable: Response within 1-2 hours
- Problematic: Response next day
Web leads especially require immediate follow-up. Someone who fills out a form is warm right now, not tomorrow.
Implementation
- Dedicated intake staff during business hours
- Live answering service after hours
- Automated text confirmation of web leads
- Clear escalation protocols for hot leads
24/7 Availability
The After-Hours Problem
Accidents don’t happen 9-5 Monday through Friday. Neither does the impulse to call a lawyer.
Firms that rely on voicemail after hours lose cases to competitors who answer. That person rear-ended on Saturday night isn’t leaving voicemails. They’re calling until someone picks up.
Solutions
Live answering service: Third-party services can handle calls 24/7, gathering basic information and either scheduling callbacks or patching through to an on-call attorney.
Trained intake team with shifts: Larger firms may have intake staff covering extended hours.
Chat and text options: Some prospects prefer text communication, especially younger demographics.
Automated but personal follow-up: If you can’t answer immediately, automated text confirmation that a human will call back can hold their attention.
Intake Scripts and Training
Common Mistakes
Leading with firm boasting: “We’ve recovered $50 million for clients…”, Nobody cares. They want to know you can help them.
Interrogation mode: Firing qualification questions feels like an interview, not a consultation.
Rigid scripts: Every conversation is different. Scripts should guide, not restrict.
No empathy: Someone just got hurt. Acknowledge that before talking business.
Better Approach
Lead with empathy: “I’m sorry to hear you’re going through this. Tell me what happened.”
Listen actively: Let them tell their story. They need to be heard.
Qualify naturally: Qualification emerges through conversation, not a checklist. “Where did this happen?” “When was the accident?” “Have you seen a doctor?”
Answer their questions: They want to know what happens next. Explain the process clearly.
Close warmly: “It sounds like we can help. Let me get some contact information so [attorney name] can follow up with you directly.”
Training
Intake specialists need:
- Understanding of case qualification criteria
- Empathy and active listening skills
- Knowledge of your firm’s process
- Authority to set consultations
- Scripts as guides, not rigidity
Technology and Systems
Essential Tools
CRM/Case Management: Track every lead, every touchpoint, every outcome
Call Tracking: Know which marketing source generated each call
Call Recording: Quality assurance, training, dispute resolution
Automation: Follow-up texts, emails, appointment reminders
Tracking What Matters
- Lead source (which campaign/channel)
- Response time
- Disposition (qualified, not qualified, unreachable)
- Conversion to consultation
- Conversion to signed case
- Case value by lead source
This data closes the loop between marketing and outcomes, and it’s the foundation for measuring law firm marketing ROI accurately.
Common Intake Failures
Voicemail Purgatory
The phone rings, nobody answers, it goes to voicemail. The prospect calls someone else. You’ve paid for a lead you’ll never sign.
Slow Follow-Up
Web form submitted at 10am, call back at 5pm. By then, they’ve talked to three other firms.
Poor Qualification
Spending 30 minutes with someone who doesn’t have a case wastes everyone’s time. Qualify effectively in the first few minutes.
No Follow-Up System
Someone couldn’t talk now but might be interested later. Without systematic follow-up, they’re lost.
Not Tracking Outcomes
If you don’t know conversion rates by lead source, you can’t optimize marketing. Intake data is marketing intelligence.
Building an Intake System
Intake System Development
Audit Current State
Call your own firm as a mystery shopper, time your response to web leads, listen to recorded calls, and calculate your current conversion rate.
Identify Gaps
Where are you losing people? Not answering fast enough? Poor after-hours coverage? Qualification issues? Follow-up failures?
Implement Improvements
Focus on highest-impact gaps first. Speed to lead improvements often have immediate ROI.
Train and Reinforce
Intake quality requires ongoing attention. Regular coaching, call reviews, and training keep standards high.
Track and Optimize
Build feedback loops. Track conversion by source. Share data with marketing. Continuously improve.