3 Ways savvy law firms use technology to win more clients

The legal industry is undergoing a pivotal shift as tech-savvy law firms integrate advanced technologies into their marketing and business operations. By employing AI-driven tools that automate administrative tasks, refine client interactions, and optimize marketing efficiency to convert more leads to clients, these law firms aren’t just keeping up—they’re setting the pace and pulling ahead in a fiercely competitive market.

CallRail is one critical technology that helps law firms gain a competitive edge by growing faster and smarter. With CallRail, firms can harness the power of AI to capture more leads, improve client interactions, and ultimately increase profitability.

Are you ready to level up your law firm with smarter and faster ways to find and convert more leads to clients?

Find potential clients more efficiently

It's common for law firms not to fully know each step of a potential client's journey. But without clear insights into which advertising efforts are effective, it’s challenging to identify the most effective marketing channels and tailor your messaging accordingly. Firms may struggle to allocate marketing resources to the highest-converting channels. And in the most competitive industry for keywords, the cost of not allocating your marketing budget as efficiently and effectively as possible can quickly add up.

One of the most effective ways to gain insight into what ads are driving the most leads is to use Call Tracking. This tool monitors the specific marketing channels or sources of incoming calls, whether from a billboard ad, a Google ad, your website, or another platform. With these insights, your law firm can reduce the cost per lead by shifting spend and focusing on high-performance channels.

Gain even deeper insights into what’s driving leads

Call Tracking is a great source for uncovering where leads are coming from, but the most accurate and impactful attribution reporting combines self-reported answers and software-based insights. When the two are used in tandem, law firms can fully and accurately read their marketing landscape and make confident strategic and investment decisions.

CallRail’s new self-reported attribution feature uses AI to detect and extract attribution insights from your calls so you can report on them. Whether you ask your leads, “How did you hear about us?” or they offer the answer unprompted, our AI-powered self-reported attribution will understand and categorize the attribution insight into one of several categories, such as return customer, personal referral, online directory, and more. These insights help you tailor your marketing strategies to align even more closely with clients' discovery paths.

Turn potential clients into actual clients

Law firms, particularly those in competitive practice areas or saturated markets, often find it difficult to convert high-value clients. Modern clients expect quick responses and personalized service, which can be difficult to provide at scale. Managing these expectations while maintaining a high level of service can strain resources, and any lapses in communication can result in lost opportunities.

Quickly respond to client forms and missed calls

One of the biggest challenges facing intake teams at law firms is promptly responding to all client inquiries, especially during peak hours or after business hours. Missed calls and unaddressed form submissions send potential new clients to competitors.

To avoid this fate, law firms can implement automated follow-up tools that can send a text or email acknowledging the inquiry and providing information on when to expect a follow-up. For instance, JC Law was struggling with follow-up, with 47% of the contacts in their CRM still considered open. Some of those “open” leads had their original consultation eighteen months ago and had never been followed up with.

Now, through integration with CallRail and customized automated workflows, their CRM automatically follows up with every new lead, ensuring that everyone who reaches out is contacted promptly.

“The best way to sort through incoming phone calls is through CallRail reports — to make sure we follow up on everyone.”

–Ashley Stryker, Media Director at JC Law

Use virtual receptionists for better client service

Because a fast response to potential client inquiries is critical, many firms have enlisted virtual receptionists to cover after-business hours and provide backup support during high-demand seasons. But sometimes, leads fall through the cracks if your virtual receptionist and customer relationship management (CRM) or practice management software (PMS) aren’t fully connected. So, it’s important to look for solutions that integrate your CRM/PMS, virtual receptionists, and other call technologies seamlessly.

For instance, Hamp Law Offices, a criminal defense and DUI firm in Northern Arizona, uses CallRail’s real-time data sync from their virtual receptionist to their CRM and, ultimately to their practice management software –– mitigating 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.

Understand your clients’ emotions for better engagement

Intake teams have the exceptional challenge of effectively engaging with potential clients experiencing various emotions. In practice areas like family or criminal law, where personal matters are often fraught with emotion, understanding and responding to these nuances can be the difference between acquiring a new client or missing an opportunity.

However, with CallRail’s Premium Conversation Intelligence™, which includes AI-powered sentiment analysis, your intake specialists can quickly identify a caller's emotional state and tailor their approach accordingly. Potential clients with an emotional connection are more likely to hire and engage with a law firm that demonstrates empathy for their situation. Empathy builds greater trust, enabling law firms to significantly improve their conversion rates by understanding the emotional state of prospects when they call.

Focus on the most promising client inquiries

Identifying and prioritizing high-value leads is crucial for maximizing a law firm's marketing ROI and profitability. With a clear understanding of where your highest quality leads are coming from, law firms can save resources on less promising prospects and focus on the leads most likely to foster growth and profitability.

Enhance your client management with integrated CRM systems

Many law firms struggle with legacy CRM systems that fail to provide clear insights into where leads come from, how they convert, and which marketing channels are most effective. These systems often fail to integrate well with various lead sources, complicating the tracking and management of lead data.

Take the case of JC Law. They didn’t have a problem with the quantity of leads, but the quality wasn’t great. Their CRM managed leads by dumping all paid leads into a single email account and repeatedly logging the same lead from different contact points. This skewed their data and led to excessive spending on ads due to the inability to distinguish between organic and paid interactions.

However, by integrating its CRM with CallRail, JC Law saw that organic leads regularly convert 17% of the time compared to a total of 4% for organic and paid leads combined. This allowed JC Law to focus their efforts more on organic leads and ultimately convert more clients.

“In the past, phone calls more often convert to clients than website form fills. Organic lead generation is by far our best way to do this.”

–Ashley Stryker, Media Director at JC Law

Simplify how you identify promising leads

Scoring leads is a sophisticated intake practice that helps identify the best leads. Automated lead scoring helps standardize lead scoring and ensures that high-potential leads receive the appropriate attention without delay.

With CallRail, you can implement systems that score leads based on predefined criteria, such as the service requested, the urgency indicated, or the potential revenue from the case. CallRail also offers advanced automation rules so you can set specific rules to automatically tag leads based on interactions such as completed forms or phone calls. For instance, if you are a criminal defense firm, you might tag any mention of "DUI" as a high-priority lead. This capability to prioritize leads effectively sets the stage for deeper engagement and more strategic marketing efforts.

Maximize your law firm's success with smarter technology

Grow your law firm by optimizing how you generate and qualify leads, increase conversion rates, and prioritize high-value leads. CallRail offers a suite of tools that streamline your workflows and allow your firm to set the new standard for client service and business development.

Turn more of your calls into paying clients.

Try CallRail for free

3 ways savvy law firms use technology to win more clients

Find potential clients more efficiently

Find potential clients more efficiently

Gain even deeper insights into what’s driving leads

Gain even deeper insights into what’s driving leads

Turn potential clients into actual clients

Turn potential clients into actual clients

Quickly respond to client forms and missed calls

Quickly respond to client forms and missed calls

Use virtual receptionists for better client service

Use virtual receptionists for better client service

Understand your clients’ emotions for better engagement

Understand your clients’ emotions for better engagement

Focus on the most promising client inquiries

Focus on the most promising client inquiries

Enhance your client management with integrated CRM systems

Enhance your client management with integrated CRM systems

Simplify how you identify promising leads

Simplify how you identify promising leads

Maximize your law firm's success with smarter technology

Maximize your law firm's success with smarter technology

Turn more of your calls into paying clients.

Turn more of your calls into paying clients.

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