Intake and conversion are two words regularly tied together in the legal marketing world. But how about owned media? These days, the marketing messages you own and control deserve to be a much bigger part of intake anatomy and the conversion conversation.

Let’s start with a quick recap of a point that can’t be clarified enough: Owned media is all the branding and marketing messages your law firm creates and delivers through channels you own. The most obvious of these are your website, social media properties, blog, mobile applications, etc. The goal is to have all owned messaging be consistent and complementary. For example, you might take an advertising campaign and deliver key elements of that ad in the right context for the right platform.

But what if we extend that owned media mindset to assets specifically designed to handle intake and conversion? We won’t go as far as to suggest that an intake employee or call center is just another “platform,” but if you give these human extensions of your brand the same kind of value you place on your carefully controlled media, you might just buy your law firm some new cases.

So we have people and we have platforms. And ultimately your law firm is in charge of how your brand, message, and image is conveyed at all points. If you want to compete, you must make all of these “touch points” finely tuned intake and conversion machines.

Intake initiatives for owned media

Quiz yourself about your own firm’s tactics while considering a few common scenarios:

1. You’ve spent much of your marketing budget on a classy TV advertisement. It appears to be working—it’s making the phone ring.
   • What happens when you, your intake specialist or your call center answers?
   • Do you have a consistent plan?
2. You’ve built in several easy ways for potential clients to reach you through live chat on your website or with clear calls to action on your direct mail campaigns.
   • What happens after the initial connection?
   • Do you follow up quickly and regularly to get that case?
3. By old-fashioned word of mouth, you’ve been referred to a person with what on the surface sounds like a solid case.
   • How thoroughly do you qualify that potential client to rule out (or in) any possible ways you can legally assist this person?
   • How quickly do you follow that lead over the phone or via email?

All three of these intake-related scenarios touch on what’s in your control. You alone have jurisdiction over how your brand message is positioned and delivered through your owned media. Are you sending out the right messages but not consistently following up with those who have actually received the message? Are you appropriately meeting expectations when your ad campaigns work and people pick up the phone for legal advice?

Controlling each intake platform and person is a matter of strategy. It requires sitting down and looking at each piece and determining if it is fulfilling its role. Some other questions to consider are:

• Do you have a policy for how quickly calls are returned?
• Does the tone of your owned-media content match that of your call specialists?
• Do people report a disconnect between online and offline experiences?
• Do you track where each lead comes from and how many actually convert to cases?

Conversion considerations for owned media

When it comes to converting a call to a case, it always comes down to numbers. What did your last advertising campaign cost? What did you spend to make your website a leads task-master? What kind of time and resources do you spend on keeping up a cutting-edge social media mix?

Weigh those costs—the ones you pay to get your message out there—against what you put into truly converting leads into legitimate paying cases. Usually, and unfortunately, the latter loses out. In fact, most lawyers only convert around 20% of leads to paying cases.

Consider what your law firm could see in profit potential if you converted a minuscule 5% more of those calls to cases. Here’s a scenario: Your firm generates 100 leads per month and each costs an average of $200. That’s $20,000 out of pocket. You win 20% of those cases (with an average of $10,000 per case, for example). That’s 20 cases and $200,000 in gross annual fees back on the docket.

Now imagine if you converted 25 cases the next month. That’s an extra $50,000 and a cool $3 million gross annual fees for the year. Makes your leads and advertising investment a little easier to swallow, right? The mathematical equation is simply a way to quantify the importance of conversion for business success.

How you convert on owned media is no less logical, but a lot more tactical. The best conversion strategies hone in on what happens after a lead comes in the door, the website or over the phone. You can—and should—own that process, too. Here are a few conversion tactics for helping your people maximize hot and cold leads each month:

Scripts: Do your intake specialists or call center folks need them or want them? If so, how do you ensure they’re using scripts conversationally and in such a way that supports your entire brand message?

Staffing: Do you have the right intake staff in place already or do you need to consider hiring, firing or re-training? Are you tracking calls and which specialists are converting the most calls to cases? How about which tones of voice and speeds of delivery have worked best in the past?

Empowerment: Have you given your intake specialists all the tools they need to help achieve the best first impression possible—and to be a human hand of your brand and consistent with all the owned media you’ve worked so hard to control? Do they feel valued for the important work they do? Do you recognize and incentivize them? Are they empowered to make suggestions and improvements?

When it comes to looking at intake and conversion from an owned media standpoint, don’t stop at a website or a social media campaign. Consider how both your platforms—and your people—can be equally powerful at reinforcing your marketing messages and securing lucrative new business.

The strongest law firms know that referrals bring in the strongest cases. Referrals score high points for conversion and case value. So why don’t attorneys spend more time on getting cases through past clients? Well, because it’s not as sexy as advertising. It’s more strategic. But having a solid referral plan in place will not only support and supplement your advertising; it can give your firm a wider network, more credibility and a steadier flow of high-quality cases for little to no upfront cost.

The truth is about 1 in every 10 clients refers a friend. That means you’ll need a stream of referral sources. That requires reaching out and staying in regular contact with clients once a case closes. However clients aren’t the only ones who can refer your firm. Referrals are really just word-of-mouth recommendations. Sometimes they come from someone who just wants to return a favor. Start to view family, friends, legal partners and out-of-industry professional peers as additional referral sources.

Staying top of mind with past clients and your network of referral sources takes a multi-pronged approach. Here are a few tips for building a referral strategy:

• Dig through your database. This is where past clients come to life. Keeping your database as complete and up to date as possible is one of the most simple and strategic returns on investment. Make sure your intake staff uses it to gather and track all relevant information about clients and you’ll be sitting on a marketing goldmine.
• Reach out regularly. The only way to become the go-to law firm in your niche is to communicate regularly with clients and referral sources through print and digital tools. Test a newsletter or response from an email or direct mail campaign with a tactical call to action for each audience. Even consider personalized communication like birthday, thank you or holiday cards.
• Open your access. While not all social media is appropriate for attorneys, several platforms are ideal for positioning your firm as an influencer and opening the lines of communication. Whether you leverage LinkedIn or Facebook, for example, you are giving referral sources one more access point and, ultimately, one more easy way to pass your attorneys’ names name along.

Sometimes referrals come from the person and the place we least expect it. By opening more channels of communication more regularly you’ll increase your firm’s odds of capturing the most lucrative leads. Remember, when a case closes the referral door opens. Start to build long-term success by building long-term relationships.

When you want to return a product, do you want to talk to the marketing department or customer service? You want a direct line to the person most trained to answer your exact questions; the person who will listen and even commiserate with your frustrations about the product; the person who can facilitate returning your misfit item and reimbursing your money in the most efficient way possible.

Well, the same principle applies to taking in new cases at a law firm. Prospective clients don’t want to talk to a busy, preoccupied lawyer who’s deep in the research required to prepare a case. People with problems that feel very real to them—whether the predicaments turn into viable cases or not—want to talk to a qualified legal intake specialist who knows how to empathize. They want a lifeline—a person who quickly acknowledges stress and identifies with overwhelming emotions.

Often attorneys believe that they can handle it all—from intake to marketing to lawyer-ing. But like any other business, in order to effectively service customers and build a successful organization, the experts in each line of work must handle these specialized functions. That means lawyers interpret the law. Intake specialists negotiate the calls. Marketing firms create brand strategy.

Your firm will find the quickest path to success if leadership delegates functions to the right people. Your brand counts on it. If you market your law practice as a dedicated advocate for accident victims, for example, your attorneys better be spending a large majority of their time preparing cases, negotiating settlements and trying cases in court. Not answering the phones. Not trying to qualify a case. Not designing the website. Not writing marketing copy.

After more than three decades of providing advertising expertise to law firms across the country, we know that lawyers who try to do it all or micro-manage other executive functions ultimately fail. Heed our advice. Use it as a catalyst to get the right people in place before it’s too late.

Remember the last time you called customer service? Then got sent to someone overseas? That was irritating. Well, the same applies to the intake administrator for your law firm. Whether you have a large operation or one person sitting at a desk, how you take you call-in leads—and turn them into profit—matters.

If you don’t have a strategy for how you handle random and strategic leads that come by phone, now is a great time to design a plan. For it’s often he or she who answers the questions best who gets the case.

First, consider whether or not your intake ambassador needs a script. For firms that have the luxury of employing someone who knows the business intimately and can conversationally qualify a client, this might not be necessary. For other practices, you might have found a warm and approachable intake expert that’s not quite up to speed on kinds of clients that would make a great fit.

Both scenarios require some oversight. A script or questionnaire can be a helpful aid for a person with the voice but not the knowledge. In this case, sit down to draft a conversational script that will carefully and quickly explain your firm while qualifying the caller—without closing the door too quickly. Sometimes that extra question or two can turn a borderline case into a real client.

Even if your intake person is well versed in how to answer a variety of questions from callers, it can’t hurt to review this process. You never know if you could be getting more business. Consider taping intake conversations or even physically listening in on a regular basis to make sure your ambassador is asking all the questions you would were you taking to a potential client.

Remember, you spend a lot of money pleading with people to call you. Don’t you think they deserve to have their expectations met when they finally do communicate with your firm? It’s your responsibility to connect the dots. After all, the person who makes your firm’s first impression can influence the decisions your clients make. Better hope they’re good ones.