Process Series: Lead management best practices

This post is part of a series discussing best practices around law firm management processes. We’ll be going through lead management all the way to file closing. This is the first post in the series.

Processes are an essential part of any business. Without efficient, standardized processes in place, your business will be reinventing the wheel each and every time, even around simple daily tasks. Law firms are no different. They are businesses and should be treated and managed as such, and every business needs leads to generate into clients. Lead management is critical to the success of a firm. Without good lead management practices, your likelihood of converting leads into clients will be detrimentally low.

Lead management is all “of the processes required to track, follow up with, intake, and otherwise convert a prospect into a paying client.” In this post, we will provide six lead management best practices to help lawyers land more clients and grow their firms.

Lead Management is one of three fundamental pillars of running a successful firm:

1)      Marketing: How you create awareness of the firm

2)      Lead Management: How you convert prospects into clients

3)      Services: The type and quality of service you deliver to clients

Lead management is the link between marketing efforts and delivery of services – a critical role. As such, knowing and applying best practices is critical to the firm’s success.

1)      Use a virtual receptionist so no call goes unanswered

2)      Response to every lead within 15 minutes

3)      Make a minimum of 3-5 attempts to contact every lead

4)      Use email marketing to keep leads engaged

5)      Pre-qualify your engaged leads with a simple online intake form

6)      Track all of your efforts in a CRM so nothing slips through the cracks


Paying for marketing without best practices in place for lead management is like burning your annual budget with no return. By utilizing these 6 practices, it is much more likely that you’ll grow your businesses year-to-year.

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