These 5 law firm intake KPIs to track reveal exactly where leads are leaking and what it’s costing you in signed cases and revenue every single month.
There is a moment that happens at almost every growing law firm. Marketing is finally working. The pipeline is full. Leads are coming in faster than the firm can handle them. Consultations are getting booked four weeks out. Existing clients are waiting longer for updates. Attorneys are pulling 60-hour weeks. And the managing partner is staring at a marketing dashboard that says “more is better” while the operations team quietly drowns. This is the
PPC leads are not the same as referral leads. A referral arrives warm: someone they trust has already vouched for you. They are calling to schedule, not to evaluate. A PPC lead arrives cold: they clicked your ad 90 seconds ago, they have your competitor’s tab still open in their browser, and they will be off the phone in 12 minutes either way. Your intake team has one shot. Most law firms use
This question gets asked at every law firm marketing meeting and answered badly almost every time. The PPC vendor says PPC. The SEO vendor says SEO. The agency that does both says “a balanced approach.” None of them are wrong exactly. None of them are answering the question you actually need answered. Law firm PPC vs SEO which is better is not a permanent answer. It is a sequencing question. The right
Most law firms keep their marketing agency too long. Not because the relationship is working, but because firing them feels harder than tolerating them. The contract is sticky. The agency has all the account logins. Switching means starting over. So another month goes by, another retainer gets paid, and the firm signs fewer cases than it should. Knowing how to fire your law firm marketing agency is half decision, half logistics. The decision
This is the question every managing partner asks at least once a year. Sometimes after a slow quarter. Sometimes after a competitor opens a new office. Sometimes just sitting at their desk wondering if the firm is spending too much, too little, or the wrong way. The honest answer is that the right number is not a number. It is a percentage of gross revenue, calibrated by practice area, growth stage, and
A signed client is the end of a long chain. Before they sat down with your attorney, they saw your ad. Before they saw your ad, your agency bid on a keyword. Before they signed the retainer, they filled out a form, talked to your intake coordinator, scheduled a consultation, and got a callback. At most law firms, that chain has at least three breaks. The ad system shows clicks. The CRM shows
Walk into most law firms and ask two questions. First, ask the marketing team: “How many leads did you produce last month?” Then ask the intake team: “How many leads did you receive last month?” The numbers will not match. They almost never do. Marketing will say 87. Intake will say 62. Marketing will pull up Google Ads dashboards. Intake will pull up the call log. Both will think the other team
Most law firms can tell you what they spent on marketing last month. Very few can tell you what they got back. Ask a managing partner: “Of the $20,000 you spent on marketing in March, how much came back as signed retainers?” The honest answer, at most firms, is some version of “we think it’s working” or “the agency says it’s working.” Neither is a number. Neither is an answer. Law firm