Law Firm Intake: Top Problems & Best Practices w/ Mark Wickersham

In the second episode of the Pareto Legal Podcast, host Bo Royal interviews Mark Wickersham, owner and lead strategist of Amnesia Consulting, a firm specializing in call center and intake consulting for law firms. This episode focuses on the common problems law firms face regarding intake processes and presents actionable best practices that personal injury attorneys can implement to enhance their conversion rates.

The Importance of Effective Law Firm Intake

Mark opens the discussion by highlighting a significant gap he often sees in law firms: the underestimation of the importance of a high-functioning intake team. “Law firms are essentially selling a service that clients can choose to use or not,” he explains. Given the substantial amount of money spent on marketing, it is critical for firms to maximize their conversion rates. However, Mark notes that many firms fall short in their intake processes, missing out on valuable opportunities to turn leads into clients.

Common Problems in Law Firm Intake

1. Lack of Lead Tracking: One of the biggest issues Mark identifies is that many law firms do not track their leads effectively. “If you’re not tracking your leads, you can’t determine your conversion rate,” he emphasizes. Without this data, it becomes nearly impossible to assess the effectiveness of marketing efforts or to identify areas for improvement.
2. Missed Calls: Mark points out that missed calls can lead to significant lost opportunities. Calls that go unanswered and are sent to voicemail without follow-up can dramatically decrease the chances of converting a potential client.
3. Poor Follow-Up: Many firms make minimal attempts to follow up on leads, often trying only once or twice before giving up. “This approach is flawed,” Mark states. He stresses the importance of persistent follow-up to engage potential clients effectively.
4. No Call Flow: According to Mark, a lack of structured call flow for agents is a common oversight. This leads to inconsistencies in how calls are handled and can undermine the client experience.
5. Overemphasis on Disqualification: Mark has noticed that many firms focus too much on disqualifying leads rather than understanding and engaging with potential clients. This can create a negative impression and ultimately reduce conversion rates.
6. Quality of Intake Agents: Another critical issue is employing personnel who are not adequately trained for intake roles. Mark notes that trying to use paralegals or secretaries as intake agents often leads to suboptimal results.

Overcoming Intake Problems

Mark provides practical advice on how law firms can tackle these issues and improve their intake processes.

1. Track Every Lead: The first step is to ensure that every lead is logged meticulously. Mark advocates for tracking all leads, including those that may be rejected or referred out. This data is crucial for understanding the overall effectiveness of the firm’s intake efforts.
2. Implement a Structured Call Flow: Law firms should create a structured call flow that mirrors how they would interact with clients in person. Mark suggests thinking about how an attorney would greet a client in the office and replicating that experience over the phone. The call flow should include buckets for key elements such as greetings, active listening, empathy, and next steps, including guiding clients through the retainer process.
3. Invest in an Answering Service: To address missed calls, Mark recommends utilizing an answering service. This can ensure that potential clients are not left hanging and that their inquiries are addressed promptly. Moreover, it allows for better segmentation of calls based on client needs.
4. Enhance Follow-Up Strategies: Mark emphasizes the importance of robust follow-up procedures. If a lead doesn’t convert immediately, a strategic follow-up process should be in place to nurture that lead over time.

Key Metrics for Law Firm Intake

For law firms looking to optimize their intake systems, Mark suggests focusing on several key metrics:

• Total Number of Leads: It’s vital to know the overall number of leads generated and how many come from different sources.
• Conversion Rates: Tracking conversion rates, both at the overall firm level and for individual intake agents, allows firms to identify strengths and weaknesses in their intake processes.
• Missed Calls and Abandon Rates: Monitoring missed calls and abandon rates can help firms identify issues in their intake strategy and areas for improvement.

Low-Effort, High-Impact Tactics

Mark also shares three low-effort, high-impact tactics that can lead to immediate improvements in conversion rates:

1. Log Every Lead: Ensuring that all leads are logged accurately is crucial. This can be done using simple tools like Google Docs if more complex systems are too cumbersome.
2. Implement an Answering Service: Establishing an answering service can prevent missed calls and ensure that potential clients receive timely responses.
3. Create a Basic Call Flow: Developing a simple call flow that includes a friendly greeting, active listening, empathy, and guiding the caller through the retainer process can dramatically improve client interactions.

The Role of Call Flow in Effective Intake

Mark elaborates on the concept of call flow, explaining that it goes beyond mere scripting. Instead of having agents read from a script, call flow involves creating buckets of conversation that guide agents through essential elements of the call. This approach allows agents to engage more naturally while still hitting key points like empathy and providing information about the firm’s value.

Tools and Technologies for Improvement

When it comes to technology, Mark suggests that law firms should consider cloud-based CRM systems that can integrate lead generation from various sources, including websites and answering services. These systems should allow for:

• Lead Automation: Automatically creating leads from incoming sources helps reduce the administrative burden on agents.
• Intake Staging: The ability to stage leads based on their current status (new, attempted contact, working leads, etc.) can help agents stay organized and focused on their tasks.
• SMS Functionality: Given that many people prefer texting over phone calls, incorporating SMS functionality into the intake process is increasingly important.

Conclusion

Mark Wickersham’s insights underscore the critical role of effective intake processes in the success of personal injury law firms. By addressing common intake problems and implementing best practices, attorneys can significantly improve their conversion rates and client engagement. The combination of structured call flows, diligent lead tracking, and the right technology will position law firms for success in a competitive marketplace.

For attorneys looking to enhance their intake strategies, adopting Mark’s advice can be a game-changer, ultimately leading to more signed representation agreements and greater profitability.