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Law Firm Client Intake: How to Convert Prospects into Retained Clients

Discover proven strategies for boosting your law firm's client intake and attracting more clients. Learn how to optimize your intake process for success.

11 min


Apr 29, 2024
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Many law firm owners fail to prioritize or properly support the intake process. According to Michael Strauch, "They see the challenges, but they're somewhat stymied by the owner and the staff that are in the firm, that there's no buy-in, they don't believe in the intake process."

In our latest podcast episode, host Sasha Berson engages in a thought-provoking discussion with guests Richard James and Michael Strauch, delving deeper into the challenges and solutions surrounding law firm client intake. Strauch defines the intake process as the moment a new potential client first makes contact, whether by phone, online form, or other means. The goal of intake is to set an initial appointment and get that potential client in the door.

But the learning doesn't stop there! Don't miss our earlier episodes with Fred Joyal, who reveals how confidence and charisma can build lasting client relationships, and Jesse Frye, who stresses the importance of timely communication in a successful intake process.

Building Converting Law Firm's Intake System with Richard James and Michael Strauch, Founders of Your Practice Mastered

Benefits of an Effective Law Firm Client Intake

An effective law firm client onboarding process can provide a number of benefits to law firms; here are some of them:

Law firm client intake benefits
  • Increased efficiency and productivity: A well-designed legal client intake process can streamline the process of law firm client onboarding and reduce the time and effort required by lawyers and staff. By standardizing intake procedures for law firms and automating certain tasks, law firms can improve their efficiency and productivity, allowing them to handle more clients and cases.
  • Better communication with clients: By providing clear and concise information about the firm's services, fees, and expectations, law firms can set realistic expectations and avoid misunderstandings. Additionally, a streamlined legal intake process can help lawyers and staff identify potential issues or conflicts early on, allowing them to address them proactively and avoid communication breakdowns.
  • Improved client satisfaction and retention rates: With a positive experience from the outset, law firms can build trust and credibility with clients, leading to repeat business and referrals. Additionally, by setting clear expectations and communicating effectively, law firms can reduce the likelihood of misunderstandings or disputes, improving their overall client satisfaction.
"Intake starts first in the mind of the owner and the people that run the firm because if they don't have a clear understanding of what the goal and the job of intake is, then it's really difficult to build off of that foundation."
— Michael Strauch

7 Steps for an Effective Legal Client Intake Process

This part of the guide will focus on developing an effective law firm's client intake process. So what are the things you need to do? 

Step 1: Understanding Your Target Audience

These 3 simple elements summarize the different angles of the client intake process, and how law firms can use them to streamline intake. 

Target audience factors
  • Demographics: You need to know the age, gender, location, job, income, education level, etc., of your target audience to better understand the needs of specific client groups and adapt your services accordingly. This knowledge can help you tailor your marketing strategies and client intake process to be more successful. 

For example, suppose your firm primarily serves elderly clients. In that case, you may need to provide accommodations for mobility or hearing impairments or offer alternative methods of communication for those who are not tech-savvy. 

  • Pain points and needs: Identifying your target audience's pain points and needs gives you an insight into what they are struggling with or looking for. You can then develop a better client law firm intake process that takes into account what the client needs and offers better legal intake solutions that address those issues. 

For example, suppose your firm specializes in personal injury law. In that case, you may want to focus your marketing efforts on highlighting the benefits of working with a lawyer who understands injury victims' challenges. Similarly, suppose you specialize in family law. In that case, you may want to emphasize your ability to help clients navigate emotionally sensitive issues such as divorce or child custody disputes.

  • Communication preferences: Knowing the communication preferences of your target audience is key to reaching them most effectively. Depending on their age, location, and interests, they may prefer different channels for communication. A client who lives nearby may prefer in-person meetings, while a working client may prefer phone or email communication. 
"The owner and management has to have the right mindset about the goal of the intake process."
— Richard James

Step 2: Streamlining Communication Channels

Optimizing communication channels can help law firms address client inquiries quickly and effectively to ensure they receive the best possible service.

Main communication channels
  1. Provide various channels such as online client intake forms, phone calls, emails, and live chat. This accommodates different communication preferences and ensures faster response times. Optimizing these channels will ensure they are visible and accessible to users searching for services relevant to your firm. Utilizing SEO (Search Engine Optimization) while incorporating relevant keywords, PPC (Pay Per Click) to create targeted ads and attorney website content, and SMM (Social Media Marketing for attorneys) strategies can help your law firm to reach more potential clients.
  2. Implement practice management and CRM software to track and manage client information and case records. CRMs are a very powerful legal client intake software that can also be used to help with the lead generation process to manage client interactions and track communication histories across multiple channels. Automated chatbots can help to provide immediate responses and manage simple queries, freeing up staff to address more complex needs.
  3. Law firms should hire specialized receptionists. This approach ensures that clients are connected to the appropriate person or department, enhancing the efficiency of the intake process. Specialized receptionists possess the knowledge and skills to handle client inquiries effectively and can provide a more personalized experience.
Streamlining Communication Channels
Law Firm CRMs are very powerful tools you can use for your law firm's growth. Check out our top list to make an informed decision!

Step 3: Creating a Standardized Client Intake Procedure

At the foundational level, developing an effective client intake process begins with creating an actual intake system where one may not previously have existed.

  1. A key part of any intake system is utilizing a standardized "black box framework" to structure each client interaction in the same consistent way. This helps ensure quality and completeness in addressing prospective client needs. While attorneys may value creativity, a consistent framework is vital for intake.
  2. To monitor the success of their intake process, law firms should consider techniques like "mystery shopping" client simulations. This provides a clear picture of how intake coordinators are performing on a weekly basis and helps identify any gaps.
  3. You can also use a law firm virtual receptionist for client intake to free up staff time to focus on more complex tasks. You can use this technology to automate the collection of initial information from clients, such as contact and case information, eliminating the need for staff to input this information manually.

Overall results should be measured using metrics like qualified leads generated, set appointments, client show rates, retention and billing payments, and referrals generated. As Strauch explains, "If you don't know your numbers, you don't really know how your business is performing." By tracking key performance indicators, firms gain insight into intake effectiveness and spots for improvement.

"The owner tries their best to get the people to, they try to make great people, rather than trying to build a great system."
— Michael Strauch
Law firm virtual receptionist is a great way to free up your legal professionals and streamline client intake process for law firms. Learn more in our post!

Step 4: Preparing for the Consultation Meeting

The initial consultation gives lawyers the opportunity to gather important information about the potential client's case, understand their needs and concerns, and provide informed guidance and advice. This also helps build a positive rapport with the potential client to increase trust and credibility, ultimately leading to new business and referrals. Preparing for a consultation meeting with potential clients should include some of the steps below.

How to prepare for the consultation

Gathering Relevant Information about the Case Beforehand

Before the client intake process begins, law firms need to gather as much information as possible about the potential client's case. This can include reviewing relevant documents or records, researching relevant legal issues, and identifying potential conflicts of interest. This step allows lawyers to be better prepared to ask relevant questions and provide informed guidance to potential clients.

Contacting Information

It's important to ensure that the potential client's contact information is accurate and up-to-date. This can include their full legal name, phone number, email address, and physical address. If the consultation meeting is taking place virtually, be sure to test the communication platform beforehand to avoid any technical issues. Lawyers should also confirm the date, time, and location to avoid confusion or scheduling conflicts.

Preparing Questions to Ask the Potential Clients

These questions could be about the facts of the case, the potential client's expectations, their financial situation, and any relevant background information. You'll also need information about your potential client's dispute or issue. You can get this directly from the client intake form. Make sure you include vital questions about the incident or issue, including:

  • The nature of the dispute
  • The injury or damages
  • When the incident occurred
  • The location of the incident

When you ask these questions, you can better understand the potential client's needs and concerns and provide tailored guidance and advice.


Your law firm is a business and needs paying clients to thrive to survive. Knowing your prospective clients' annual income will help you filter out the leads who can afford your services from those who can't. Assets can also play a role in your analysis. Some high-value individuals don't have impressive annual incomes but can still make excellent-paying clients.


You should leave no room for doubt about your fee agreement when speaking with a future client. They're entitled to understand how much your services will cost them. Clients need to know how the services will be billed since there is usually a variety of them, such as hourly rates, fixed fees, or contingency fees. It's important for law firms to set fair and competitive fees while also ensuring that they cover their costs and provide a reasonable profit margin.

Furthermore, clients must be made aware that they're responsible for any additional costs associated with their claim, including:

  • Court costs and filing fees, when applicable
  • Costs for investigators, when appropriate
  • Administrative expenses, such as copying, postage, and legal research

Retainer Agreement

A retainer agreement is a contract between a law firm or lawyer and a client that outlines the terms and conditions of their legal representation. Retainer agreements typically include information such as the scope of the representation, the fees and billing arrangements, and the responsibilities of both the lawyer and the client. You should be prepared to discuss the retainer agreement during the consultation meeting, including how it works and what it covers. 

Retainer agreements can help to ensure that both parties have a clear understanding of the terms of the representation, which can help to avoid misunderstandings or disputes down the line.

Step 5: Conducting the Consultation Meeting Effectively

During the meeting, the following three points are crucial to ensuring a productive consultation: 

  • Active listening skills: Being an active listener involves paying attention to what is being said, understanding the context of the conversation, and responding meaningfully. Listening actively helps create a more comfortable atmosphere for both parties involved, which is important for effective dialogue and communication. 
  • Empathy while communicating: A consultation meeting should be seen as a collaborative effort between both parties, so having empathy will help foster a better relationship. This helps to create an open and honest dialogue that can be productive and lead to better outcomes.
  • Providing clear explanations about legal procedures: Clients often come to consultations without knowing much about legal procedures. Providing clear explanations of how the legal process works and any potential risks or outcomes will give the client a better understanding of the situation and help them make informed decisions.
"The way that you execute that incoming phone call is a business process. And you either have a structured process or you have a sporadic process. And it is absolutely your choice. One way, it's going to help you make a lot more money. The other way, it's going to rob you of a lot of money. You choose."
— Sasha Berson

Step 6: Considering Employing Bilingual Intake Staff

Creating an effective legal intake process involves considering employing bilingual intake staff to cater to the needs of the diverse population. With over 42 million Hispanic speakers in the United States, targeting the Hispanic population becomes crucial, as many within this demographic prefer speaking Spanish, and for some, it may be the only language they know. Hiring Hispanic-speaking legal intake specialists ensures smoother communication, enhancing the client experience. These specialists facilitate seamless interactions, fostering trust and understanding between clients and your law firm.

Bilingual Client Intake

Step 7: Optimizing Your Firm's Client Journey

In today's legal landscape, prompt follow-up and 24/7 support boost client satisfaction and retention. By responding quickly and being available beyond standard hours, law firms showcase dedication to service, building trust and reliability.

Round-the-Clock Availability

Legal matters often arise outside of regular business hours, and clients may require assistance or reassurance at any time. Offering 24/7 support channels, such as a dedicated hotline or live chat service staffed by knowledgeable representatives, ensures that clients can reach your firm when they need assistance the most. This accessibility not only instills confidence in your firm's reliability but also demonstrates a commitment to supporting clients through every step of their legal journey.

24/7 support channels for lawyers

Efficient Follow-Up Procedures

Following up with potential clients in a timely and efficient manner is crucial for converting inquiries into retained clients. Implement streamlined follow-up procedures, such as automated email responses or scheduled callbacks, to ensure that no lead falls through the cracks. Aim to acknowledge inquiries within 24 hours, preferably sooner, to show that their concerns are a priority.

Evaluating Intake Process

Assessing the effectiveness of your client intake process is essential for identifying areas of improvement and ensuring optimal client satisfaction. Regularly review key metrics such as response times, conversion rates, and client feedback to gauge the success of your intake procedures. Solicit input from staff members involved in the intake process to gather insights and identify any bottlenecks or inefficiencies. Adjust intake protocols as needed to streamline operations and enhance the overall client experience.

Use the Power of Ongoing Communication with Jesse Frye, Founder of ScaleLegal

Sasha and Jesse delve into optimizing the engagement letter process, emphasizing timely communication's pivotal role in client intake. They advocate hiring support staff for administrative tasks, and advocating personal freedom through delegation. Sasha highlights the importance of branding for attorneys, emphasizing the correlation between referrals and revenue, a concept often overlooked in legal circles.

"A lost prospect is a double cost. There is a cost that you spent attracting that prospect and selling to that prospect because you already spent time on the phone."
— Jesse Frye
Use the Power of Ongoing Communication with Jesse Frye, Founder of ScaleLegal
Jesse Frye

Jesse Frye

Founder at Scale Legal

Meet the customer experience guru, Jesse Frye, who is revolutionizing the way law firms operate and engage with clients. As the founder of Scale Legal, Jesse has dedicated himself to helping law firms enhance their intake process and client communication. Having encountered firsthand the shortcomings of traditional approaches to client management and follow-up, Jesse harnessed his broad industry knowledge and innate talent for creative problem-solving to create a client-centric approach. Fiercely committed to crafting unforgettable client experiences, Jesse is both an invaluable resource and inspiration for law firm owners looking to boost client satisfaction and retention.

Create an Effective Client Intake Process for Law Firms with Richard James & Michael Strauch

In the recent podcast episode hosted by Sasha Berson, guest experts Richard James and Michael Strauch dive deeply into the importance of establishing an effective client intake system for law firms. Drawing from decades of experience working with attorneys, they explore common mistakes firms make and share invaluable best practices for optimizing the client onboarding process, implementing standardized frameworks, and using metrics to track intake performance and drive business growth.

"Running a business is hard, running a law firm is harder. You've got to be on purpose with making sure you're profitable at the level you should be profitable."
— Richard James
Richard James

Richard James

Founder of Your Practice Mastered

Richard James is a law firm consultant specializing in helping small law firms achieve rapid growth through automated marketing and legal business systems. With 20+ years of experience across multiple industries, Richard has developed a program called "The DNA of the 7 Figure Law Firm" that delivers real, measurable results.

Michael Patrick Strauch

Michael Patrick Strauch

Founder of Your Practice Mastered

Michael Strauch, a legal sales expert, specializes in optimizing sales processes and closing rates for law firms. In just 2 years, he has helped clients generate over $6.5 million in additional revenue. Through his proven structure, he achieved higher close rates than established firms, leading to the launch of The Closing Room. This program has seen tremendous success across 10+ practice areas, with clients achieving a significant increase in close rates within just one month.

Increase your Client Flow with a Legal Client Intake Form

Legal client intake forms are a crucial component of creating effective client intake processes, streamlining the onboarding of new clients and ensuring a smooth transition into the legal representation journey.

Lawyers should provide legal client intake forms early in the client engagement process. This may occur during the initial consultation or shortly afterward. By obtaining necessary information promptly, the law firm can assess the viability of the case and determine the best course of action.

What Is a Legal Client Intake Form?

A legal client intake form is designed to collect essential information from potential clients as they initiate contact with a law firm. This form acts as a comprehensive tool to gather pertinent details about the client's case, background, and other crucial information that will assist the legal team in understanding and addressing their needs effectively.

Benefits of Using Legal Client Intake Forms for Law Firms

Efficient Information Gathering: Legal client intake forms allow law firms to gather relevant information in a structured and organized manner. This ensures that no critical details are overlooked and facilitates a more efficient assessment of the client's situation.

Time and Resource Savings: By standardizing the information-gathering process, legal client intake forms save time for both the client and the law firm. This streamlined approach enables attorneys to focus on the legal aspects of the case rather than spending excessive time on data collection.

Enhanced Communication: With a detailed client intake form, lawyers can better understand their clients' needs, expectations, and goals. This comprehensive understanding fosters improved communication between the legal team and the client, leading to a stronger attorney-client relationship.

Risk Mitigation: Legal client intake forms often include disclaimers and consent sections, reducing the risk of misunderstandings and legal disputes later in the representation process. Clear communication of terms and expectations helps mitigate potential conflicts.

What to Include in a Legal Client Intake Form

  1. Contact Information: Full name, address, phone number, and email address.
  2. Case Details: Brief description of the legal issue, including relevant dates and parties involved.
  3. Background Information: Employment, education, and other background details that may be pertinent to the case.
  4. Legal History: Any prior legal issues or involvement in legal proceedings.
  5. Financial Information: Details about the client's financial situation, which may be relevant for fee arrangements or eligibility for legal aid.
  6. Conflicts of Interest: Information on any potential conflicts of interest to ensure ethical representation.

Legal Client Intake Templates and Examples

Here are some of the legal client intake templates you can use to create your own form:

If you want to get a client intake script specialized for your law firm niche, be that personal injury, immigration, real estate or anything else, feel free to contact us, so we could help you optimise legal client conversions.

Create a Lawyer Intake Scripts for an Efficent client Intake Process

Lawyer intake scripts is an essential tool that guides attorneys through the legal client intake process, helping them gather crucial information, build rapport, and set the stage for a successful attorney-client relationship.

What is a Lawyer Intake Script?

A lawyer intake script is a pre-defined set of questions and prompts that attorneys use when engaging with potential clients during the initial consultation. This script serves as a roadmap, ensuring that attorneys cover all necessary aspects of the client's situation while maintaining a professional and client-focused approach.

Why Do Law Firms Need a Client Intake Script

Consistency in Information Gathering: A well-crafted intake script promotes consistency in the information gathered from potential clients. This uniform approach ensures that no vital details are overlooked, providing a comprehensive understanding of the legal matter at hand.

Efficient Use of Time: Time is a precious resource in the legal profession. An intake script allows attorneys to navigate the client conversation efficiently, avoiding unnecessary tangents and focusing on the key elements that will aid in assessing the case.

Professionalism and Client Comfort: A structured script enhances the professionalism of the attorney-client interaction. It provides a clear framework for the conversation, making clients feel more at ease and confident in the attorney's ability to handle their case.

Thorough Case Evaluation: By incorporating specific questions related to the client's situation, a lawyer intake script facilitates a more thorough evaluation of the case. Attorneys can delve into the nuances of the legal matter, ensuring they have all the information necessary to provide informed advice.

Steps to Include in a Lawyer Intake Script

  1. Introduction: Welcome the client warmly, introducing both yourself and the law firm, expressing gratitude for their choice of legal representation.
  2. Background Information: Inquire about the client's personal and professional background, seeking details on how they learned about the law firm's services.
  3. Legal Issue Details: Encourage the client to provide a concise overview of their legal issue, posing specific questions to gather comprehensive information.
  4. Timeline and Events: Request a chronological timeline of events related to the legal matter, identifying key milestones and any available documents or evidence.
  5. Client Goals and Expectations: Discuss the client's goals and expectations for legal representation, ensuring a clear understanding of their desired outcomes.
  6. Legal Fees and Agreements: Introduce the topic of legal fees, discussing fee structures, potential costs, and outlining payment arrangements.
  7. Confidentiality and Consent: Explain the importance of confidentiality in the attorney-client relationship and seek the client's consent for representation.
  8. Next Steps: Outline potential next steps in the legal process, providing information on communication expectations and updates for the client.

Build Boldness for a Better Life and Business with Fred Joyal at the Fred Joyal Company

In this episode, Fred discusses his transformation from a shy individual to a confident public speaker and successful networker. He emphasizes that the key to success is the ability to meet and connect with anyone. Lawyers, in particular, can greatly benefit from developing the skills of confidence and charisma, avoiding a life filled with regrets and missed opportunities if those skills are ignored.

"The number one key to success I have found in life is your ability to meet anybody you want and connect with them."
— Fred Joyal
Build Boldness for a Better Life and Business with Fred Joyal
Fred Joyal

Fred Joyal

President at the Fred Joyal Company

Fred Joyal's transformative journey from shyness to public speaking mastery underscores the power of human connection. As a speaker and author, Fred emphasizes the importance of charisma and confidence, especially for legal professionals. His 5-step PRIDE system—Preparation, Relaxation, Insight, Dosage, and consistent action—offers a practical blueprint for building confidence and forging meaningful connections. Fred's advocacy for enjoying human interactions without an agenda further enriches his teachings, making him a beacon of inspiration in personal development and communication.

Law Firm Client Intake Mistakes to Avoid

Ignoring these red flags can lead to difficult or unproductive client relationships. Lawyers and law firms should be willing to decline representation if they feel that a potential client is not a good fit for their practice. It may be a good idea to pass on clients:

It may be a good idea to pass on clients:

  • With unmanageable expectations, such as unreasonable verdicts or prices
  • Who dispute reasonable fees
  • With a history of unpaid legal bills
  • Who don't pay their retainer in a timely fashion
  • Who have gone through multiple attorneys without resolution
  • Under significant pressure from deadlines and other time constraints
  • Who ask you to engage in unethical or illegal behavior
  • Who demean you or are verbally abusive
  • Who are also seeking emotional or psychological comfort from your firm
  • With a history of lying
  • Who have no visible means of paying
  • Who are excessively controlling or try to manage the case themselves

This is just a short list of indications that you'd be better off turning down a potential client. A properly managed client intake for law firms can identify these and other warning signs and nip them in the bud before they become a problem for your firm.

Mastering Law Firm Client Intake for a Thriving Law Practice

In summary, having a solid legal client intake process is crucial for lawyers and law firms to provide high-quality legal services and maintain a positive reputation. By conducting thorough conflict checks, setting clear expectations, and being aware of potential red flags during the law firm client onboarding, lawyers and law firms can improve their chances of securing new business and building lasting client relationships.

If you want to improve your law firm's marketing strategies, partnering with a professional law firm marketing team like Grow Law Firm can go a long way. Grow Law Firm is a leading law firm SEO agency that works with small and struggling law firms to help them get leads and turn them into clients. 

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