Morgul Marketing

    The inquiries you already get in Fulton and Cobb, and where they fall out

    Most family law firms in this metro do not have a traffic problem. They have a handoff problem. Inquiries arrive, somebody takes a message, a call goes back the next afternoon, a consultation gets booked for four o'clock, and the person does not turn up because the drive from Alpharetta at that hour is not a drive anybody wants to make. Each of those steps is measurable and each one is fixable without spending another dollar on advertising. The argument here is that intake, scheduling and follow-up are worth more attention than any change to the website, and that in a metro this fragmented, geography is part of intake.

    Talk to us

    Stop scheduling in-person consultations for 4pm on the far side of I-285

    A no-show is usually a scheduling decision somebody made a week earlier, not a sign of weak interest.

    Look at your no-shows against the appointment time and the client's home county. The pattern is usually obvious once you sort it that way, and it usually points at late afternoon slots that require crossing the Perimeter.

    Reserve the late afternoon for video and for clients who live near the office. Give the long drives a morning slot or a mid-morning one, when the same trip takes half the time.

    Ask where the person is coming from during the booking call, not after. It takes ten seconds and it changes which slot you offer.

    Confirm twice: an immediate message with the address and parking, and a reminder the day before. Both should include a one-tap way to move the appointment rather than silently abandon it.

    An answering service taking messages is not intake

    A service trained to capture a name and hang up is doing the wrong job at your most valuable moment.

    Write the script yourself. It should qualify gently: matter type, county, whether an order exists, and whether the person can talk now or needs a callback window.

    Give the service permission to book. A consultation booked on the first contact is worth more than a perfect message delivered two hours later, and most services can hold slots if you set it up.

    Listen to a batch of the calls each month. Not to grade anyone, but to hear what your callers actually say when they describe their situation, which is usually different from the language on your website.

    Set an internal standard for callback time and post it where the team can see it. Say what the standard is and measure against it rather than assuming everyone remembers.

    The retainer number, not the hourly rate, is where people stop

    The moment somebody hears what has to be paid up front is the single largest drop in most family law funnels.

    Find out where it actually happens for you. Have intake note the stage at which every unconverted inquiry ended, including the ones that ended politely with a promise to think about it.

    Deliver the number the same way every time and put it in writing straight after the conversation. Vagueness up front produces a slow no instead of a quick yes.

    Have a real answer ready for people who cannot pay it in one go. Payment arrangements, a limited scope option where appropriate, or a referral. What you can offer is governed by professional rules and is worth confirming with your own counsel, but knowing the answer in advance beats improvising it.

    Track how many people you lose at this stage by county. Fee tolerance is not uniform across a metro that runs from intown condos to Johns Creek, and the pattern should inform which counties you advertise in.

    Reconcile the call log against the CRM once a month

    Every firm that does this for the first time finds inquiries that were never entered anywhere.

    Export the phone system log and the form submissions, then match them against the records in your case management or CRM. The gap is your leak, and it is normally larger than anyone expects.

    Look particularly at missed calls with no return call logged, and at inquiries with an initial note and nothing after it. Both are recoverable.

    Assign a single owner for the reconciliation. Shared responsibility for a monthly chore is the same as no responsibility for it.

    Once the two systems agree, the rest of the measurement becomes possible: inquiries, consultations booked, consultations attended, engagements signed, all sliceable by county and source. Before that, every report is an estimate.

    Change one thing a month and write down what you expected to happen

    A single metro practice will not generate the volume for a proper split test, so run the process differently.

    Write the change and the expected effect down before you make it. Two sentences. Without that, everybody remembers the outcome as whatever they already believed.

    Change things large enough to notice without statistics. The callback standard, the booking script, the fee conversation, the appointment times you offer. Button colors are not on that list.

    Give each change a full month and compare against the same measure from the previous quarter, not against last week. Family law inquiry volume moves around for reasons that have nothing to do with your changes.

    Keep a running log of what was tried and what happened. After a year it is the most useful marketing document the firm owns, and it stops the same idea being retried every time a new person joins.

    The modification is the second matter, and nobody asks for it

    Your best source of new work is the client whose decree was entered two years ago.

    Post-decree work is a recurring need for a real share of past clients. Most firms wait to be contacted and lose those matters to whoever advertised most recently.

    Build a simple, quiet contact rhythm. An annual note that says what circumstances generally lead people to revisit an order, with a plain way to get in touch. Nothing that reads as a promotion.

    Ask for a review at the point the matter closes, while the relief is fresh, and make the ask consistent rather than occasional. Reviews affect both the local map results and what a comparing visitor decides.

    Do the same with referral sources. Therapists, financial advisors, accountants and other attorneys in the counties where you practice send more work than most paid channels, and the relationship needs the same follow-up discipline you would apply to an inquiry.

    Questions we get

    What should we measure first if we currently measure nothing?
    Four counts and one time. Inquiries received, consultations booked, consultations attended, engagements signed, and the average minutes between an inquiry arriving and a human calling back. Get those five right for a quarter before adding anything else, and slice all of them by county from the start.
    Do we need a CRM, or will the case management system do?
    Whatever the team will actually update is the right answer. Most family law firms can run intake tracking inside their existing case management software with a few custom fields. A second system that nobody keeps current is worse than a well maintained spreadsheet.
    Should an attorney handle intake calls?
    Generally not the first one. A trained non-attorney working from a good script can qualify, book and capture the details faster and at lower cost, provided the script is written by the firm and the calls get reviewed. Attorney time is better spent on the consultation itself.
    How many inquiries do we need before A/B testing makes sense?
    More than one metro family law practice usually generates. Rather than waiting for that volume, make fewer and larger changes, hold each one for a full month, record what you expected in advance, and compare against the same period in a prior quarter.
    Where do reviews fit into this?
    They affect two things at once: visibility in the local map results and the decision a comparing visitor makes at the last moment. Ask consistently at matter close rather than sporadically, keep the request simple, and never offer anything in exchange. What you may and may not do in soliciting reviews is worth confirming with your own counsel.

    Written by KC Thompson, Morgul Marketing. Updated .

    Talk to us about conversion optimization for family law firms in Atlanta

    Tell us about your business and where your marketing stands. We'll tell you what we'd do first, and what we'd leave alone.

    We won't add you to a mailing list. A person will reply.