What is Law Firm Intake?
Law firm intake is the process of capturing and managing potential client inquiries. It’s the first point of contact a prospective client has with your firm, setting the tone for their entire experience. Effective intake processes can foster trust, ensure clients feel heard, and convert more leads into clients.
Why is Law Firm Intake Important?
Many law firms spend significant amounts on marketing but often need to focus on what happens when these leads come in. A poorly managed intake process can result in lost leads, missed opportunities, and cash flow problems. On the other hand, a well-executed intake process will help you capture more leads, convert them into clients, and keep your calendar full.
Key Strategies for Improving Law Firm Intake
Having a dedicated intake person who answers calls live every time is crucial. This ensures that potential clients speak to a human being immediately, increasing the likelihood that they’ll set up an appointment with your firm. The first firm a client talks to is often the one they decide to go with, so make sure that first contact is positive.
2. Show Compassion and Empathy
Potential clients are often stressed and anxious. Show them empathy and compassion during the intake call. Understand that for many, reaching out to a lawyer is not an easy step; they’re likely facing what they consider the worst day of their lives. A compassionate intake person can put them at ease, making them more likely to choose your firm.
3. Collect Essential Information
Ensure your intake staff collects vital information such as the client’s name, cell phone number, and email address. Without these details, follow-up becomes impossible, and the lead may be lost. This information is crucial for nurturing and converting the lead into a client.
If your intake person makes a promise to the potential client, ensure they follow through. Whether sending paperwork or talking to an attorney, following through builds trust. When clients see you keep your promises during the intake process, they’ll expect the same level of service throughout their case.
Your intake staff should never answer the phone with a generic “Hello, law firm.” Always use your firm’s name clearly and professionally. This small detail reinforces your brand and shows you take your business seriously.
6. Ask Permission Before Holding
If your intake staff needs to place someone on hold, ask their permission first. This simple courtesy can greatly affect how the potential client perceives your firm.
Have your intake staff place a small mirror by their monitors to remind them to smile when they answer the phone. You can hear the difference in tone when someone smiles, and a pleasant tone can significantly impact the client’s experience.
Understanding why the potential client is seeking legal help can provide valuable insights. Ask open-ended questions to uncover their motivations and goals. This information can be used during intake and consultations to serve the client better.
Implement a 60-second rule for responding to emails, voicemails, chat messages, and form fills. If you respond within 60 seconds, you’re far more likely to secure an appointment with the potential client before they move on to another firm.
10. Never Delegate Intake to Attorneys or Paralegals
Attorneys and paralegals usually need more time to handle intake effectively. They won’t have the time to follow up multiple times within a few weeks. Dedicated intake staff should be responsible for this task to ensure consistent follow-up and increased appointments.
11. Avoid Quoting Prices Over the Phone
Quoting prices over the phone encourages potential clients to shop around. Instead, use strategies to explain the value of your services. If you must give a price range, do so in a way that emphasizes the quality and unique benefits your firm offers.
Let The Rainmaker Help
By focusing on the basics of law firm intake and implementing these strategies, you can turn your intake process into a powerful tool for growth. If your firm struggles with intake, reach out to us at Rainmaker. We offer tailored advice for your practice area and geography to transform your intake process into a cash-generating machine, helping you scale your firm to seven and eight figures.
