Lead Tracking, Call Intake & Conversion Software Gets More Clients

Our personal injury law firm is growing rapidly and we can no longer handle the personal injury cases ourselves. We formed a partnership with a large personal injury law firm to handle the cases and our focus is now on getting as many new clients as inexpensively and efficiently as possible.

Where Our Personal Injury Clients Are Coming from

Approximately 48% of our personal injury clients previously came from our website; 48% from niche marketing for motorcycle accidents; and 4% from referrals.

These percentages have changed because we are now advertising with Google Ads. Since marketing takes a lot of time and advertising just takes money, we expect to keep increasing our Google Ads budget.

The Difference between Google Ads vs. Our Website and Other Marketing

There is a big difference between leads from our website and marketing efforts versus Google Ads.

Potential clients who call from our marketing efforts, website or referrals have already decided on two things:

  1. They know they want to hire a personal injury lawyer: and
  2. They already decided that they want us.

Leads from referrals or marketing efforts

Potential clients who call from referrals or our marketing efforts call because they know of us and want to hire us.

Leads from Our Website

Potential clients who call from our website are also pre-sold to some extent. They call after they decided they like our website and the 1-800-HURT-911® brand and they want us to represent them. These leads are usually retained immediately by email within minutes.

Leads from Google Ads

Google Ads produce leads who do not know who to hire and they haven’t been exposed to any reason why they should hire us. This is another reason branding in the title of Google Ads is so important.

Some leads aren’t yet convinced they need to hire a lawyer. Some are at the very beginning stage where they thought they would just look around a little on Google before they decided to do anything.

Google Ads is different in four ways:

  1. There are many more leads, as many as you want to pay for.
  2. There are many tire kickers looking around, clicking on Google Ads.
  3. Of the legitimate clicks, some are potential clients who haven’t quite decided to hire a lawyer yet or who to hire.
  4. Potential clients only see only a tiny snippet of an advertisement. They haven’t seen our website and don’t know anything about us so they aren’t yet convinced they want to hire us.

Problems WIth Google Ads:

  • Much money and time are spent speaking to potential clients who do not become a client on the first phone call.
  • Sometimes, several callbacks are necessary to retain a caller.
  • Sometimes, callers never become a client because they hired someone else; we didn’t try to call them enough times, or we forgot about them.

The Need for Tracking Leads and Continually Re-Contacting Leads

Calls from Google Ads (and other advertising) present the need for the time-consuming process to track the calls and make sure that potential clients have been continuously called, emailed and sent text messages until they are retained or tell us not to call again.

Velocify provides the following statistics:

  • Calling a potential client within a minute of lead generation can increase your likelihood of conversion by 391%. Each minute reduces the probability drastically. Calling 30 minutes later reduces the chance to 62%.
  • More than 50% of all leads are converted after the first attempt but 50% of all leads are never called back after the first attempt.
  • 6 calls are the number of times a lead should be called if not retained. 93% of converted leads are contacted by the 6th call attempt.

CRM Contact Relationship Management software for lawyers does lead tracking, call intake and conversion which make this job less time-consuming, easier and will prevent us from forgetting to call potential leads.

CRM software should also allow personal injury lawyers to automatically send and receive template emails and SMS text messages until a client is retained, declined or unsubscribed.

There are also services which will handle the call intake conversion process for mass tort and general personal injury lawyers.

I’m just now starting to look at the available lead tracking, call intake and conversion software so this article doesn’t yet describe the differences or indicate which one we will choose to go with.

Call Intake Staff Training

OPUS Intake Training

Call Intake Scripting Software For Law Firms

Call intake software can be used to provide a script for call center operators to enter information.

Lead Tracking and Conversion Software For Law Firms

  • SalesForce.com starts at $25 /user/month. I was told that the Sales Cloud is the product I would want for answer calls from advertising and retaining clients and that they have setup templates to set it up for law firms. Integrates with SmartAdvocate.

This article by Inbound Law Marketing reviews 13 CRM’s for law firms

Call Intake, Conversion & Retainer Services for Law Firms

Why use a specialized call intake conversion service to answer your phones and retain your clients?

The vast majority of personal injury law firms are horrible at answering the phones and retaining clients. I know because I ran a group TV advertising campaign with 22 law firms. The lawyers who did well listened carefully to me and followed my instructions. Lawyers who complained did not follow my instructions. When I made test calls, I found they were not answering their phones quickly, putting callers on hold too long, scheduling clients to come in on another day to meet with the lawyer and other problems.

I have been answering the phone for my personal injury law practice and have always answered on the first ring even in the shower. For the last year, my partner has been answering the phone. He’s almost as good as I am but not quite. Now, we’re increasing our advertising budget and we just can’t answer the phones anymore.

Call Intake and Retaining Clients

  • Alert Communications – Call, Intake and Retainer Services for Law Firms
  • Consumer Attorney Contract Services
  • For Law Firms Only | ICE Intake Conversion Experts – ICE answers the calls from mass tort and personal injury advertising and can also retain your clients according to your intake criteria. ICE is for lawyers expecting to retain at least 25 cases per week. When they retain clients, they only charge a reasonable flat fee for each qualified and retained client. This provides an incentive to get every potential client and put your personal injury law practice on autopilot. Started by Gary P. Flakowitz, Esq. Captorra is a partner in ICE so ICE operators are trained on Captorra CRM software and use it so you get some of the features at no charge. I know Gary because he was the attorney in charge of case intake at a personal injury and mass tort law firm with 150 employees owned by a friend of mine.
  • Intake Solutions of America
  • Legal Conversion Center
  • Legal Intake Professionals – This call intake center will answer calls for personal injury lawyers with high or low call volumes. LIP will soon start offering retainer services.
  • Persist – converts stale leads into retained clients
  • Rapid Sign Now will send someone to get a retainer singed when you can’t get it signed electronically.
  • We used to send an investigator to get retainers singed. That’s still a good way when you can’t get it signed electronically.

Intake Consulting

  • Maximum Intake Consulting – developes and implements customized intake procedures and provides coaching/training for employees who answer the phone.

Read more articles about advertising for personal injury lawyers

Read about how advertising for personal injury lawyers with 1-800-HURT-911® will increase your caseload so much that you will need a personal injury call center.

Why Personal Injury Lawyers Are Losing Advertising Calls & How to Stop It

According to Legal Intake Professionals as many as 27% of personal injury callers are not reaching your on-call person and frustrated callers may call another attorney!

This comes as no surprise to me. I ran a personal injury advertising campaign on TV with a large TV budget and calls going directly to 22 law firms.

Results of a Personal Injury TV Advertising Campaign

I ran a TV advertising campaign with a nearly seven-figure budget with 19 paying lawyers in NYC and 3 partner law firms in other areas receiving calls. I made test calls to the lawyers to see if they answered the phone quickly and how the phone was answered.

Lawyers who followed my advice about handling calls answered the phones properly and were successful.

For instance, one lawyer had 10 phone lines with incoming calls never going beyond the 4th phone line with the other lines used for outbound calls. I told the lawyer to route 1-800-HURT-911® calls to the 7th line so when that line lights up, everyone in the office would instantly know it is an advertising call. I told the lawyer to give that line priority over everything else and to make sure it was answered within 2-3 rings.

Lawyers who complained about not getting enough cases were often not answering the phone quickly or putting me on hold for several minutes. Sometimes, their phone just rang and rang and was never even answered!

Some lawyers were also losing clients because they scheduled appointments for clients to come to the office the next day or even later in the week! Not surprisingly, some potential clients never showed up.

In another article, I show how you can sign up new accident callers within minutes.

How to Answer Calls from a Personal Injury Advertising Campaign

For a small to medium sized law firm, answering calls in-house with proper call handling policies is best during office hours. After hours, a call center is a necessity.

Large law firms can either answer calls in-house or with a call center. A couple of large law firms advertising 1-800-HURT-911® use their own in-house call center during the day and a third party call center after hours.

Consider using a call intake consultant. Yes, that exists! Maximum Intake Consulting.

Use a Specialty Call Center For Lawyer Advertising

For personal injury lawyers, there are specialty call centers such as:

  • Legal Intake Professionals answer advertising calls and handle intake for over 300 law firms.
  • Intake Conversion Experts (ICE) was started by a lawyer who managed intakes for a large mass tort law firm. ICE will augment your call and take or answer all of your calls. They can handle large mass tort advertising and even esign cases to retain clients using your retainer agreement. They specialize in pursuing leads your office gave up on.
  • Alert Communications
  • Ruby Receptionists

Use Call Intake Software for Lawyer Advertising

Call intake software for personal injury advertising can improve your bottom line by as much as hundreds of thousands of dollars to millions. Call intake software can be used for answering advertising calls in-house and/or in conjunction with call centers.

The call intake software which seems to be the most popular with the most features are Captorra and Law Ruler. Following are the four companies providing call intake software which I am aware of:

  • Captorra – Legal Intake for Plaintiff Practices. Legal Intake Professionals, Alert Communications and other after hours call centers have direct integrations with Captorra. See features.
  • Law Ruler – Legal Case Intake & Legal CRM for Firms to Sign More Cases. Integrates with Legal Intake Professionals. See features.
  • Lead Docket – cloud based lead management software which integrates with SmartAdvocate; TrialWorks; and Needles personal injury management software. It also with Ngage Live Chat; call centers; MailChimp and other services.
  • Lexicata – Law Firm CRM & Client Intake Software. Integrates with Ruby Receptionists. See features.
  • Litify – Legal Intakes Management Software (developed by Morgan & Morgan)

How to Verify Call Intake from Advertising Is Properly Handled

Record all calls to make sure calls are answered quickly and handled professionally. All 1-800-HURT-911 calls are recorded so HURT911® Lawyers can listen to incoming calls at any time.

Incoming calls should be listened to and examined for the following:

  • Are your intake specialists answering all calls within three rings?
  • Are your intake specialists putting callers on hold?
  • Are your intake specialists conveying the right message?
  • Is the tone of voice of your intake specialists appropriate?
  • Are your intake specialists representing and promoting your law firm’s brand appropriately?
  • Are your intake specialists capturing contact information from all callers including rejected callers?
  • What can your intake specialists do better?

Best Practices for Answering Calls When Using a Call Center

New callers who have been hurt in an accident should be able to speak with an attorney immediately, even at night or on the weekend.

If the caller has an accident case you want, the caller should be retained immediately, not the next day.

Use an On-Call Cell Phone

Make sure an attorney is always available to receive calls from your call center/answering service.

If you rotate attorneys to be on call, you can either call your answering service to give them the new cell phone number or you can give an office line to your call center which you can change to the next cell phone when you’re in the office or remotely.

Set up a Call Report Distribution List

Every time a call is received, designated attorneys should receive both an email and text message to their cell phone. The designated attorney should immediately follow up to find out what happened with the call.

Email reports and text messages can usually be sent automatically with any vanity phone number and also by call centers. 1-800-HURT-911 will automatically send a report by both email and text message as soon as the caller hangs up.

Retain New Accident Clients by Email

We retain 98% of our clients by email. With an average of three new clients every week, that saves us approximately 40 hours of attorney time every month!

An added benefit is that our clients are usually retained within minutes to hours, reducing the number of potential clients who retain another attorney while they are waiting to meet us.

Find out how to retain new injury clients by email.

Use Personal Injury Case Management Software

It’s surprising how many law firms still do not use personal injury case management software or don’t use it properly.

Personal injury case management software can be used to input new cases quickly, generate retainers and upload to an e-sign service to sign up clients within minutes.

Personal injury case management software will also allow you to track the advertising that’s working.

We use SmartAdvocate® which we believe is not only the most sophisticated personal injury case management software but also the best software for small law firms to large mass tort law firms.

See a list of personal injury case management software.

Read Some of Our Other Informative Articles

Find out how to get more calls from people injured in accidents with advertising for personal injury lawyers.


How to Retain Personal Injury Clients Fast & Save Money

How Do People Injured in Accidents Find Lawyers?

People injured in accidents come to us from one of the following four ways:

  1. Advertising
  2. Marketing
  3. Website
  4. Referrals

With the exception of referrals, potential injury clients have no loyalty. They often contact several accident lawyers and will retain the first lawyer who responds. Even accident clients who have been referred to an injury lawyer should be retained immediately.

What Is the Cost of Not Retaining Personal Injury Clients Fast Enough?

With an average settlement value of $60,000, if you miss just one accident case, that can cost you a legal fee of $20,000 or more depending upon your state.

It has been estimated that personal injury attorneys miss 27% of calls. I have seen some law firms miss even more accident clients than that when they are not signed up fast enough.

If your law firm intake is 100 new cases annually you probably don’t even realize that you may have been able to sign up as many as 140 new cases instead of 100. That could cost you $800,000 annually.

But if you miss retaining just one accident case with an injury worth $1 million, you just lost $333,333 or more!

How Much Does It Cost to Retain a Personal Injury Claim?

We used to spend an average of 3-4 hours signing up accident clients including travel time and time meeting with the client. Figuring 10 hours of work to settle a case for an average of $60,000, that means your time is worth $6,000 per hour and it will cost you $18,000-$24,000 just to sign up an accident case.

If you send a paralegal or investigator to sign up potential new accident clients instead of sending a lawyer, your cost will be less but still expensive and diverts valuable employee time away from working on cases.

Identifying the Problem

Some law firms insist on sending a lawyer to meet with potential new injury clients while some law firms will send either an attorney or paralegal, depending on who is available.

We have a partnership with a law firm that employs 60 people including 17 attorneys. They try to set up an appointment with potential injury clients and often meet with them as far as a week later. When potential new clients can’t or don’t want to come to the office, they send an attorney to meet with the potential injury client. Occasionally, their attorneys travel as much as 2-3 hours each way.

The problem is that the law firm loses some clients who sign up with other lawyers during the days or a week before meeting with them and it costs a fortune on employee time and lost productivity to meet with potential new accident clients who won’t come to the office.

We get calls from potential personal injury clients all day, night and on weekends. When someone is injured in an accident, we retain the client immediately, not tomorrow, not even hours later. And we don’t spend a lot of time doing it.

Unlike our partners, we sign up accident clients within minutes to hours but we only spend 10 minutes after hanging up the phone!

The two problems this article will solve are:

  • How do you retain a client minutes after speaking with the caller before another lawyer gets the case?
  • How do you save the time and cost of meeting with potential accident clients?

How to Retain Accident Clients Immediately and without Spending Any Time

Use an e-sign service. We use Adobe Sign formally EchoSign but we are switching to AssureSign. Why are we switching? AssureSign can send a retainer by SMS text message.

Some people don’t have an email address or know how to access it even though they have a smart phone. We just had a call from a woman who couldn’t figure out how to sign the retainer by email and asked us if we could send her a text message.

VineSign can also send retainers by SMS text message but can also get a photo selfie identifying the client. We will use AssureSign because it integrates with our personal injury case management software SmartAdvocate and VineSign will not allow integration. AssureSign is pricey but not when you get it through a reseller like SmartAdvocate. VineSign is very reasonably priced.

esign services:

Adobe includes our logo in the emails sent to injured callers. This image shows the email Adobe Sign sends to the caller. You can see our logo in the upper left-hand corner of the email and you can see, circled in red, that this email was sent on a Saturday at 11:15 AM

email sent with esign retainer

This image shows the email returned to us by Adobe Sign with the accident retainer agreement signed. Circled in red you can see that the retainer agreement was signed on Saturday at 11:22 AM, seven minutes after it was sent.

e-signed retainer

How Do You Ask a Potential Accident Client to Retain Your Legal Services by Email?

At some point during the call, the caller usually will ask what the next step is. If they don’t ask, we simply say that we would like to represent them. We say to the caller, “You can come to us, we can come to you, or if you prefer, we can email you a retainer which you can sign on your phone or computer and we can be working on your case in 15 minutes.” 98% of the time, callers go for the email option.

We get so many more cases than we can handle so we formed a partnership with a large law firm with 50 employees. They still sign up injured accident clients the old way! They insist on meeting every new potential client.

If you want to meet every new client, sign them up by email or text message and meet them later. We found that new clients don’t feel like they have to meet us if they can easily reach us on the phone. That’s why we always take calls from clients and never put them off.

How to Stop Losing Advertising Calls & Retain More Clients

Now that you know how to retain new accident and injury clients within minutes, find out why you are losing clients you never knew you could’ve had but lost because you didn’t even know they called.

Read Some of Our Other Informative Articles

Now that you learned how to retain personal injury clients fast, find out how to get personal injury clients fast with personal injury advertising for lawyers.