I believe that if you want to connect with and convert more leads into signed cases for your law firm, you have to stop trying so hard to sell. Attracting more leads and signing up more cases is less about pushing, persuading, or proving that you’re “the best” and more about creating authentic connections through your marketing, as a start. Then, taking the leads through a seamless journey that builds trust so that your potential new clients are comfortable enough to open up and explore if there is alignment between what you have to offer and what they need.
I know that convincing, persuading, and manipulating can work too, but I believe that the process I like to call “connect convert” is better and can yield more long-lasting, sustainable growth for law firms. If this resonates with you, then keep reading. I put together some simple, powerful, and effective strategies that can help any law firm sign up more cases from marketing and get more referrals.
If you want to convert more cases, the first step is making sure that you are tracking the right numbers. This will allow you and your team to get in sync with where you are trying to go and track progress. There are three KPIs that you need to monitor to dramatically increase your conversions:
Your phone should never ring more than three times. Longer than that, and you’re risking losing the lead to the next law firm on Google.
Qualified leads signed within 24 hours are far more likely to retain your firm.
The longer you wait, the more likely they:
You don’t need to sign every lead…only the qualified ones. A strong intake team should convert at least 90% of qualified leads.
This means you must track:
Marketing shifts will always impact the quality of your leads, which is why the real KPI to measure consistently is:
Percent of Qualified Leads That Sign
Once these numbers are in place, you can confidently implement tactics that improve your intake strategy, knowing you have a plan to measure success.
(Vista note: We could not agree more! While our vernacular is a little different, our tracking is the same. We call them “wanted leads”.)
These tips are part of our Connect Convert methodology that I created at Marketing Boss, and that is featured in the book: Connect Convert: Response to Retainer Marketing and Sales Strategies for Law Firms. Any law firm, in any practice area, can expect to see an improvement in sign-ups by implementing these strategies immediately, especially if your marketing messaging is authentic and has set you up to attract qualified leads.
Your intake greeting should be generic and NOT include your law firm name.
Why?
Many prospective clients call the wrong firm, and that’s a good thing.
People often search for law firms they see in marketing channels, but are not 100% committed to working with, which means there’s a chance for you to sign them up. Imagine that a potential new customer, who is perfect for you and your firm, sees a billboard, a social media post, or a Google ad… but lands in your inbox or phone line. That doesn’t mean signed up with the other law firm yet; it means they’re looking, and you still have a chance.
So don’t shut the door before you even say hello.
If they ask for another firm, ask them if:
Example:
Caller: “Is this Miller Law?”
Intake: “Is this about a new or existing case?”
If it’s new, ask: “Tell me about your situation—what’s going on?”
Connection leads to qualification → which leads to conversion.
You don’t need a script. You need a human connection and a desire to help the caller figure out if they are in good hands with your firm.
When someone asks: “Where are you located?” It is often a loaded question tied to a belief that they have about what your location might mean to them. Some callers believe that if a law firm is far away, it may not be the best law firm for them, but you and I know that distance is not an important factor. Other callers may just be curious. So it is best not to risk having to recover from their judgment of whatever your address means to them. Instead, find out why they are asking.
Example questions:
Sample Response: “Out of curiosity, why is that important to you?”
You’re looking for one of two things:
Once you identify the concern, you can properly respond:
In other words, do not answer the loaded question so quickly before uncovering why they are asking and what their distance from your firm may or may not mean to the case. Always uncover the concern first and redirect the conversation accordingly so you do not lose a client for a reason that doesn’t even matter.
Use active listening and take advantage of opportunities to use the caller’s name naturally in the conversation, and when possible, share relatable case examples. When someone hears you call them by their name, it creates familiarity, which builds trust. When they hear a story that reminds them of their own case, it helps them visualize themselves working with you, as it builds confidence in your ability to help them, like you have helped others.
Example:
“Maria, what you’re explaining reminds me of a case we worked on recently where…”
Why it works:
Stories sell a lot more than a list of accolades! Sharing your firm’s credentials and track record is important too, but definitely secondary to building trust with techniques like personalization. It only supports the sale.
These are just a few strategies inside our Connect & Convert, a sales program for law firms.
Here’s how to get more:
If you implement just these three adjustments, your intake team will become more confident, more human, and your law firm will be more profitable. Remember that what gets measured gets better. By using your script as a guide, not a rigid rulebook, you empower your intake team to connect authentically with callers. Encourage them to truly listen—not just to the words, but to the tone, patterns, and emotions behind them. This deeper understanding of what callers are really saying and feeling will foster trust and build stronger connections. If you implement just these three adjustments—measuring progress, using scripts as tools for connection, and truly listening—your intake team will not only become more confident and human but will also drive greater success and profitability for your law firm.
Margarita Eberline
Founder | Marketing Boss
Margarita Eberline is the visionary founder of Marketing Boss, a Fractional Chief Marketing Officer firm for law firms, dedicated to revolutionizing how law firm owners plan and execute their marketing strategies. Breaking away from traditional agency models, Marketing Boss offers unbiased, data-driven leadership that empowers law firms to thrive without being shoehorned into one-size-fits-all solutions.
With over 25 years of expertise, Margarita has worked for industry titans such as Telemundo, The Nielsen Company, and Columbia Pictures, and has spent over a decade transforming the marketing landscape for law firms. Her dedication to driving business success and innovation has made her an internationally sought-after speaker and author.
As the author of "Connect Convert: Response to Retainer Marketing and Sales Strategies for Law Firms," Margarita's insights and workshops provide transformative results for both businesses and individuals. Her personal journey as a survivor of childhood domestic violence fuels her passion for inspiring others. As a single mother of five energetic boys, she exemplifies resilience and strength, actively volunteering with nonprofits that resonate with her life story.
Margarita aims to be a beacon of empowerment, demonstrating the profound impact women can have as they carve their own paths and uplift others in the process. Through her leadership at Marketing Boss, she continues to drive change and empower law firms with innovative, data-driven marketing strategies.
