As a law firm owner, you’re constantly juggling client work, staff management, and the ever-present need to bring in new business. You’ve invested in your website, maybe you’ve run some ads, and the leads are finally coming in. But what happens when the phone rings? That first legal intake call is your moment of truth—the single greatest opportunity to convert a prospective client into a signed, paying client.
It’s not just a clerical task; it’s a critical sales conversation. A missed call, a fumbled question, or a lack of empathy can send a high-value lead straight to your competition. This isn’t about being pushy; it’s about being prepared, professional, and client-centric from the very first hello.
This guide will walk you through a step-by-step process for mastering the legal intake call, ensuring your firm’s first impression is both professional and profitable.
The right mindset: From “receptionist” to “intake specialist”
Before you even touch the phone, you must reframe your team’s role. The person answering the phone is not just a gatekeeper; they are the first point of contact for your firm’s revenue. They are sales professionals.
Train your staff to understand that their primary goal is to empathize with the caller, qualify the lead, and secure a consultation. This shift in mindset from passive message-taking to proactive lead conversion is the first and most important step. According to a 2025 report from Clio, law firms that utilize technology-enabled client intake strategies, such as online forms and e-signatures, see stronger results across key business metrics like lead generation and conversion rates, which are often initiated during that first call.
The power of preparation: crafting your legal intake call script
A well-designed intake script isn’t about sounding robotic; it’s about ensuring consistency and quality on every call. The most effective scripts aren’t even scripts, they are frameworks within which to guide prospects down a meaningful journey where they feel seen and heard but also provide your firm with the information necessary to qualify them.
Your script should include:
- A warm, professional greeting: “Thank you for calling The Law Office of Jane Smith, my name is Ember. What kind of case are you calling about today?”
- The “Why are you calling?” question: Immediately ask what prompted their call. This helps you understand their needs.
- The Empathy acknowledgment: Validate their situation. “I understand this must be a difficult time for you” or “I’m sorry to hear you’re dealing with this.” This builds trust and shows you’re listening. People connect with people.
- Key qualifying questions: This is where you determine if the caller is a good fit for your firm. Your questions should be specific to your practice area/case types. Examples include: “Can you briefly describe your legal issue?” “Is there a deadline or court date we should be aware of?” “Have you spoken with any other attorneys about this matter?”
- A pricing conversation plan: The caller will inevitably ask about cost. Don’t be cagey. Your script should have a prepared response that first establishes value, then provides a clear path forward. For example, “I can’t provide a precise quote without understanding the full scope of your case, but I can tell you that we handle matters like this on a [flat fee/hourly/contingency] basis. We have an incredible track record handling these types of matters. In fact, we recently resolved a case where [insert facts and favorable outcome]. The first step is to schedule a consultation, where we can discuss your specific situation and provide you with the details necessary to make an educated decision.”
Active listening: The art of the sales conversation
Your script is a guide, but your team’s ability to listen is what seals the deal. The International Bar Association notes that skilled legal professionals spend a significant portion of their sales conversations asking and clarifying, rather than just pitching.
Train your intake specialists to:
- Listen more than they talk: Let the caller tell their story without interruption. However, don’t let them ramble.
- Ask high-impact questions: Go beyond the basic facts. Ask questions like, “What’s the biggest challenge you’re facing right now?” or “What would a successful outcome look like for you?” This shows you care about their goals and not just the details of their case.
- Take thorough notes: Documenting the conversation allows the attorney to come to the consultation prepared and makes the client feel heard.
The seamless hand-off: from intake to consultation
The ultimate goal of the intake call is to secure a consultation. This process should be as smooth as possible.
- The call to action: At the end of the call, clearly state the next steps. “Based on what you’ve told me, I believe we can help. The next step is to schedule a consultation.. I have a few times available later today. Does this work for you?”
- Schedule immediately: Don’t tell them you’ll call back or email them later. Schedule the appointment in real-time. This reduces the chance of the lead going cold.
- Confirm and educate: Send a confirmation email or text immediately with the appointment details, directions to your office (or a video conferencing link), and instructions on what to bring. You can also include a link to an online intake form to collect information beforehand, saving valuable time during the consultation. This pre-consultation data collection is a best practice recommended by the American Bar Association, as it helps you identify potential conflicts and ensures a more productive initial meeting.
Post-call follow-up: the final step to conversion
The conversation doesn’t end when you hang up. A prompt, professional follow-up can be the difference between a lead and a lost opportunity.
- Same-day follow-up: If the caller did not book a consultation, a quick, polite follow-up email or text can make a significant impact. Something as simple as, “It was a pleasure speaking with you today. One more thing: [add additional value to the prospect].”
- Automate It: Consider using a legal CRM or intake software to automate follow-up emails and appointment reminders. This ensures no lead falls through the cracks and keeps your firm top-of-mind.
By viewing the intake call as a strategic sales conversation and implementing these steps, you’ll transform your phone from a source of administrative burden into a powerful engine for new business and a positive first step in every client relationship.
