In the highly competitive legal industry, staying ahead of the curve is vital to success. While AI-powered technologies present an opportunity to elevate your firm's capabilities, the real value is not the AI technology itself, but what you do with it.
At CallRail, we have a deep understanding of the marketing challenges law firms face. It won’t come as a surprise to lawyers and professionals that legal keywords are the most expensive of any industry. And it’s hard to know whether your spending is paying off, because you’re not sure where your potential clients are coming from.
Maybe you have a lot of incoming leads, but you’re not seeing any results because calls aren’t answered or routed correctly. This is a particularly costly missed opportunity, because legal firms handle a tremendous amount of client services over the phone – and it all starts with that very first intake call.
Lawyers care a lot about their incoming client calls – 81% of firms say they record them. But if you’re not using CallRail’s Premium Conversation Intelligence™, you're missing out on next-level insights to inform your marketing strategy and improve the client service you provide. CallRail’s advanced AI features transcribe and analyze calls with near human-level accuracy, giving you a window into what your clients say and how they say it. This insider knowledge boosts client retention and referrals. It also saves time on administrative tasks that you can redirect to billable services.
CallRail’s AI-powered Premium Conversation Intelligence is robust, proven, and integrated into the broader legal ecosystem. Here’s what you can do with it.
How CallRail’s AI helps law firms
- Delivers actionable insights
- Increases your conversion rates
- Streamlines your workflow and boosts efficiency
- Enhances the client experience
Delivers actionable insights
It’s not always easy to determine which campaign should get more resources or justify your latest ad spend. Shawn Hamp, Managing Partner at The Hamp Law Offices, notes that for his firm, CallRail helps them feel confident in their investment. “You don’t just have to take a stab in the dark,” says Hamp.
Hamp’s firm uses CallRail to record calls and track what marketing sources those calls are coming from. He can even tell whether visitors came to his website organically or if they were directed there from another marketing channel.
Call Tracking helps identify and zero in on your top-performing digital and offline advertising. It shows you which ads, campaigns, and billboards led to each and every call. From there, you can go deeper using Premium Conversation Intelligence to highlight advertising keywords that drove those calls and hone in on the ones that converted. This helps to cut wasted advertising dollars and get the most bang for your buck.
The marketing insights gleaned from client phone conversations may even inspire you to offer new services. For example, if a firm observes a surge in conversations about “child custody arrangements,” it may indicate a market demand for help with navigating custody agreements during divorce proceedings. Based on these insights, the firm could develop a specialized service to help clients navigate child custody and position themselves as experts in this area.
With Premium Conversation Intelligence, you also get access to self-reported attribution and can uncover how a potential client perceives where they heard about the law firm. So, while the immediate source might be your Google Business Profile, the self-reported attribution may reveal an additional layer of insight that the client was actually referred by their neighbor who recommended the firm.
“CallRail sheds light on where the marketing dollars are effective for the practice, and that helps me make decisions on what I should do as far as SEO.”
— Shawn Hamp, Managing Partner at The Hamp Law Offices
Increases your conversion rates
Gone are the days of spending hours listening to incoming call recordings just to get two minutes of potentially useful lead qualification information. CallRail’s Premium Conversation Intelligence streamlines the entire lead qualification process so you can focus on your ideal clients and convert those leads at a high rate.
First, you set a list of pre-determined questions to ask prospective clients during an intake call about their needs, budgets, and timelines. The automated call transcript creates a searchable record of the call and a brief AI-generated summary while surfacing keywords. This helps your team determine whether the prospect matches your law firm’s ideal client profile and whether they should proceed with the entire intake process. For example, if a firm receives a call from someone who was recently in a car accident, the intake rep would collect details like the extent of injuries and insurance coverage to determine whether the case is likely to succeed and is worth taking on.
Premium Conversation Intelligence also gives you the sentiment of your calls. Those AI-powered sentiments let you know whether a customer was getting frustrated or whether the tone was positive. This knowledge is crucial to training your intake team on how to structure conversations to convert.
In addition to the sentiment analysis for each call, Premium Conversation Intelligence also offers call summary reports. You can take groups of tens or hundreds of calls, organize them by topic or team member, and produce actionable insights based on the most common keywords and sentiments. You can then use that valuable data to inform your ad copy, for example, by adding more of the keywords you hear in the calls.
“It’s become important to meet clients where they are in order to win them over — how much legalese we use vs. speaking in plain language can make a huge difference. We’ve been able to identify certain key terms and phrases that are successful in structuring our conversations to convert, and not just helping the client, but actually adding value for that client.”
— Shane Smith, Owner of Shane Smith Law
Streamlines your workflow and boosts efficiency
In the hyper-competitive legal industry, every minute counts. Using AI-powered transcripts and call summaries, versus trying to take notes during the call or listening to recordings at the end of the day, can save hours when you have dozens of calls a day. They can also help you quickly refresh on prior client conversations before an upcoming call and even provide multi-language transcriptions to assist in serving the diverse client base that characterizes most consumer-oriented practice areas.
When calls aren't handled properly, you can lose out on qualified leads and the valuable cases they represent. Keyword spotting helps you qualify leads and identify and act on the most important items quickly and efficiently. You choose a few words or phrases you’d like to listen for in your calls, and you get a report with them highlighted.
That applies to your marketing strategy, too. You can save time by using call summaries to inform a targeted, creative action plan because you know how your callers discovered you and what their needs are. We’ve found that 55% of law firms use call recordings to inform marketing decisions and messaging, and 52% of law firms are considering using AI to optimize their marketing campaigns. This is a huge opportunity to differentiate your firm in the very competitive legal environment.
CallRail’s automation rules save you time and empower you to continuously customize templates for how you engage with your customers. They enable you to review and qualify leads efficiently, automate call coaching opportunities, and streamline lead routing and classification.
Law firms can automate their entire lead qualification process in a matter of clicks. Calls and form submissions are tagged, classified, and categorized automatically based on pre-set behavior, attribution, or conversion criteria.
“We used to just record our calls, which meant listening to a lot of long phone conversations in their entirety just to pull out two minutes we want to hone in on. With CallRail it’s so much easier. We can find those keywords we’re looking for and go straight to the part of the call that we want to coach on, and that saves us a ton of time.”
— Shane Smith, Owner of Shane Smith Law
Enhances the client experience
Did you know that 97% of law firms still spend otherwise billable time tracking down client or prospect information during the workday?
Imagine the time you could bill with all the hours your firm spends searching for a prospective client’s phone number or figuring out whether a colleague has already followed up on a missed call. CallRail’s automated response feature sends text messages when calls go unanswered or to voicemail.
Using Call Tracking and Premium Conversation Intelligence together not only dramatically reduces your frustration, it gives you so much more time to spend with your clients, deliver the results they expect, and boost your billable hours.
CallRail enhances your clients’ experience as well. If they call after hours they will get a timely response, because the call has been logged and routed to the right attorney. From the client’s very first inquiry, every interaction with your firm is supported by knowledge and data that serves as a foundation for you to exceed expectations and build trust.
“We use the missed call report to analyze efficiencies in call staffing. We replaced 3 screeners who were not performing well and as a result, our unanswered call rate went from 30%
to 21%.”
— Gary Day, Administrator, K Altman Law
Is your firm getting all it can from your calls?
Don’t leave money on the table. Make sure your firm gets all it can from your calls.
