Growing competition and shifting client priorities challenge lead conversion and marketing visibility
TechStack
- Lawmatics
- MyCase
- AbbyConnect
Integrations
- Google Ads
- Google My Business
- Webhooks
The Hamp Law Offices, founded by managing attorney Shawn Hamp, provide dedicated criminal defense and DUI representation across Northern Arizona. The firm has built strong name recognition by leveraging digital marketing and advertising and is known for unrelenting advocacy on complex cases like felony DUIs and drug charges. However, beginning in 2021, the firm has encountered several challenges that are impacting its market position.
As broader economic factors were causing potential clients to be more cautious with spending, Hamp Law faced conversion and acquisition threats from encroaching Phoenix firms that had substantial marketing budgets and could dominate Google Local Services Ads. Additionally, the accelerated criminal defense sales cycles required the firm to engage new leads as fast as possible. Lapses in tracking and connecting with leads could result in losing opportunities.
With all these factors making client acquisition far more competitive, Hamp knew they needed to maximize their operational efficiencies and remove any gaps. The firm needed better visibility into the ROI of its various online marketing efforts – from paid search to legal directory listings – to optimize channel investment by accurately tracking and attributing client cases and billings back to lead sources.
CallRail and Lawmatics integration transforms marketing ROI
While aware of CallRail's effective Call Tracking capabilities, Hamp still hesitated to adopt the platform due to the perceived complexity of integrating new technology. However, Hamp quickly found out that setting up CallRail proved more straightforward than previously anticipated.
"CallRail turned out a lot easier than I thought it would be. The online tutorial instructions are pretty clear, and I was able to get good customer support immediately after I installed it on my website, verifying I was using it correctly.” – Shawn Hamp, Managing Attorney at Hamp Law
Once implemented, CallRail quickly demonstrated its value for Hamp Law's operations. The software automatically captures vital performance data – from website traffic driving calls to precise ad campaign attribution. Its automated lead source tracking instantly tied inquiries to the originating marketing channel, eliminating reliance on manual intake processes prone to human error and gaps.
With comprehensive visibility into caller journeys and streamlining previously manual tasks, CallRail soon became an essential pillar in enabling the firm to make data-informed decisions and respond rapidly to promising leads.
Bringing call data into focus
Hamp Law adopted Lawmatics, a customer relationship management (CRM) system designed specifically for law firms. Lawmatics not only integrates with their practice management software, but also integrates perfectly with their existing CallRail account.
This instant synchronization created a powerful triangle of visibility:
- CallRail automatically captures every lead’s source – whether organic web traffic, paid ad clicks, or other channels driving inbound inquiries
- Lawmatics brings this granular attribution data together into a centralized pipeline
- The practice management software maintains the intake details once prospects convert to retained clients
"I’ve been with Lawmatics for almost a year, and the integration with CallRail helps me better make those marketing decisions. It definitely allows you to prioritize your spending and your time." –Shawn Hamp, Managing Attorney at Hamp Law
With end-to-end visibility connecting marketing outreach to actual cases, Hamp Law transformed its fragmented intake processes into a streamlined client journey. By integrating with Lawmatics, CallRail conversion data becomes particularly actionable through:
- Accessing call logs directly within the CRM – no toggling between systems
- Auto-checking callers against a database to instantly attach them to existing client records
- Listening to call recordings to add notes and context to each lead interaction
- Matching assigned CallRail tracking numbers to marketing sources for accurate channel attribution
- Tracking campaign attribution as leads transition through the sales process
Unifying these systems accelerates Hamp Law’s workflow. With CallRail feeding marketing analytics into Lawmatics, the firm now bases marketing decisions on hard data instead of assumptions and anecdotes. In order to optimize marketing spend, they can precisely pinpoint the highest ROI channels deserving increased budget investment while cutting those that fail to drive conversions.
Perhaps most critically, these integrated solutions empower the intake team to capitalize on criminal defense's exceptionally short sales cycle by identifying and engaging high-intent leads faster than ever. Instead of losing callers to voicemail or letting leads slip through the cracks between their individual systems, the end-to-end alignment has enabled faster response times when seconds count.
Data-driven transformation at Hamp Law led to accurate attribution and strategic marketing decisions
Integrating CallRail and Lawmatics gave Hamp Law accurate data to drive smart decisions. Hamp has identified website visits and Google Business Profile leads as their top-performing platforms.
"We've moved from uncertainty to certainty in our decision-making. With CallRail and Lawmatics, we base our strategies on what the data tells us, not just vendor claims or guesswork." –Shawn Hamp, Managing Attorney at Hamp Law
Additionally, the firm can use its data to calculate the ROI of the many legal profile vendors like Avvo, FindLaw, and Justia instead of relying on potentially self-serving vendor reports. Hamp Law now has independent tools to assess which partnerships yield the best return.
Operational efficiencies
With Lawmatics and CallRail, Hamp Law can easily track the progression of leads through their intake pipeline, giving them a 360 view of how efficiently their sales process converts promising leads. CallRail also automatically tags lead sources, eliminating the need for their intake team and virtual receptionists to ask how clients found them.
Call recordings have also become a valuable tool for staff training and improvement. Reviewing and analyzing calls enables Hamp to coach his intake staff and virtual answering service, enhancing client engagement, driving a delightful client experience, and turning clients into advocates for the firm.
Enhancing sales velocity through seamless integration
CallRail’s real-time data-sync from their virtual receptionist to Lawmatics mitigates the risk of losing leads during the hand-off to the intake team. If a potential client ever falls through the cracks, Hamp Law can quickly track down the specific call, review the receptionist's notes, and understand exactly how it was handled. This enhanced lead tracking capability enables Hamp Law's intake team to identify high-intent calls faster and engage these prospects.
Eyes on the future: leveraging AI for continued success
While integrating CallRail and Lawmatics has empowered strategic improvements, Hamp also sees emerging technology like AI as instrumental for continued competitiveness. He’s looking for easy AI adoption that could reshape consumer expectations around initial legal consultations. Hamp plans to experiment with AI chatbots for consumer engagement, lead capture, and need assessments. With custom natural language prompting, chatbots can qualify promising leads and suggest relevant firm services – better preparing higher-intent consumers for contact.
Rather than attorneys needing to manually listen and take notes on calls, with CallRail’s AI-powered Conversation Intelligence and call summaries, firms like Hamp Law can get typed summaries of calls showing key discussion topics in minutes, allowing the legal team to glean insights from client conversations quickly. Additionally, the AI summary helps surface recurring themes across calls, allowing pattern spotting without listening to full recordings.
By proactively leveraging tools like CallRail and its AI capabilities along and Lawmatics while exploring new capabilities, Hamp Law is able to stay ahead of the curve – and its competitors.
