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How to leverage Call Tracking and AI for your legal practice

by

Maddie Stiles

March 28, 2025

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At Clio’s Legal AI Virtual Summit, Chris Nelson, Senior Manager of Vertical Marketing at CallRail, explored how law firms can leverage AI-driven call tracking to optimize client interactions through the entire client journey.

Law firms operate in a unique way where phone calls remain the primary mode of client engagement. For legal practices, a single phone call is packed with rich conversation intelligence that can reveal more insights than SMS, texts, and forms combined.

"For law firms, the phone remains a critical tool for client conversion—but technology can enhance responsiveness. Research from our latest Legal Trends Report shows that potential clients rate firms that answer their phones as most hirable. Clients value speed and clarity, and firms that provide both will win more business."

- Joshua Lennon, Lawyer in Residence, Clio

Bar chart comparing average words per session for calls, SMS, chat, and forms.

Transcribed Text:

Calls are the richest source of intelligence
Average words per session
Calls 705
SMS 86
Chat 85
Forms 70
Source: 2023 CallRail data across calls, text, SMS, and forms submissions.

Here’s how tracking your calls can lead to a smoother touchpoint to client experience:

Understanding how potential clients found your firm

Call tracking is essential for identifying how clients discovered your firm. By utilizing visitor and source-level tracking, law firms can pinpoint the keywords, channels, and sources driving high-value calls. This data allows firms to refine their marketing strategies and maximize ROI.

Optimizing your missed call strategy

Missed calls often mean missed opportunities and missed revenue. Having a plan in place for preventing or quickly responding to missed calls can make a world of difference in your lead conversion rate.

CallRail’s advanced call flows ensure every prospective client receives the right experience through personalized call routing.
Automated responses notify missed callers that their inquiry was received, preventing them from immediately moving on to a competitor.

How CallRail streamlines your intake process

Accurate transcription is the key to accurate call insights. Luckily, CallRail uses the most accurate AI speech-to-text model to ensure your insights are accurately informed.

Here are some of the ways your firm can use these insights to generate better client conversion:

Use automation rules to categorize and qualify leads based on key terms.
Implement keyword spotting to prioritize high-intent callers.
Leverage call summaries and sentiment analysis to identify coaching opportunities and assess lead quality.
Utilize Convert Assist to generate action plans, automated follow-up emails, and coaching insights for every call.
Receive a weekly multi-conversation insights report to gain a broader view of client interactions, track sentiment shifts, and uncover frequently asked questions.

Conclusion

By leveraging call tracking and AI together, your law firm can enhance client experiences, improve intake efficiency, and convert more calls into clients. In doing so, your firm doesn’t just gain business, but you’ll also cultivate long-term client advocates.

Ready to elevate your legal practice? AI-driven call tracking might just be the missing link to unlocking your firm’s full potential.

Meet the author

Maddie is CallRail's Content Marketing Writer/Editor. With experience in crafting compelling content for both B2B and B2C audiences, her passion is to create content that's as engaging as it is informative.