Client Acquisition
Client acquisition
From the first search to the signed retainer, built and run as one system.
Most firms buy marketing in pieces: someone runs the ads, someone else looks after the website, and enquiries land in a shared inbox. Each piece can look fine on its own report while potential clients fall through the gaps. Client acquisition is the whole path, from the moment someone starts looking for a lawyer to the moment they sign with you, and we build, run and measure it as one system.
- 01Get found
SEO, PPC and GEO
Your firm shows up wherever clients look: Google’s results and map pack, paid search and AI chat ads, and the answers AI assistants give. Each channel is planned around the practice areas and locations that matter most to you.
- 02Convert
A website that earns the call
Every click lands on a page made for that search: fast on a phone, clear about what you do, with proof and a phone number exactly where people look. The website is the closer in the system, so we design and build it ourselves, and the ad, the page and the follow-up all say the same thing.
- 03Capture
Lead capture that keeps the context
Short, friendly forms and one-tap calling, with spam filtered out. Every enquiry records where it started, from the search, the ad campaign or the AI tool, and which services the visitor said they want.
- 04Intake
Fast, consistent follow-up
Most lost clients are lost after they reach out. Every enquiry lands in your own CRM with an alert to your intake team, an owner and a follow-up date, and we track how quickly each one is answered, because the firm that calls back first usually wins.
05
Measure by signed clients, then improve
Every lead carries its source from the first click to the signed retainer, so we can see which keywords, campaigns and pages produce clients, not just clicks. Budget moves toward what works, signed clients are fed back into Google Ads so its bidding learns, and the cycle starts again, a little sharper each month.
Quick question
Are you looking for a complete client acquisition system for your firm?
Noted: you’re interested in a complete client acquisition system
Great to hear. Client acquisition is a very important aspect of marketing in today’s world.
When search, your website, intake and follow-up work as one system, fewer enquiries are lost and every marketing dollar can be traced to the clients it brings in. We’ve noted your interest and opened a short form at the bottom of this page with Complete system already selected.
Go to the formThe tools
Every tool we use serves one number: new clients
The scoreboard
We report the number your partners care about: cost per signed client.
Clicks, rankings and traffic are useful signals, but no firm ever paid its rent with them. Every month you get one report that follows the whole path, practice area by practice area, from the first search to the signed retainer.
- Cost per enquiry and cost per signed client, by channel
- Enquiry to consultation, and consultation to retainer
- Speed to first response, and enquiries left unanswered
- Signed clients by source: ads, search, AI answers, referrals
- The keyword, page and campaign that started each matter
- What we changed last month, and what we’ll test next
Our
experience
experience
Twenty years of winning clients for law firms, one practice area at a time.
We have worked with more than 100 law firms, from sole practitioners to multi-office firms across North America. The biggest lesson: people look for a criminal lawyer, a family lawyer and an IP firm in completely different ways, so the system has to be built around how your clients actually decide.
01
Criminal defence
Clients search in a crisis, often late at night and on a phone, and they call the first firm that sounds capable and picks up. We build for speed: call-first pages, ad schedules that cover evenings and weekends, and intake that answers after hours.
02
Family law
The decision is personal and usually researched for weeks before the first call. Clients read lawyer profiles, reviews and articles. We build the content that earns trust, make booking a consultation easy, and judge results over a longer window so good leads aren’t written off too early.
03
Litigation and disputes
Clients often arrive with a deadline or a dispute already under way, comparing two or three firms. Clear explanations of process and cost, pages for each type of case and quick consultation booking win that comparison.
04
Business, corporate and IP
Business owners and in-house counsel check a firm online even after a referral. Credibility, sector experience and the lawyers themselves matter more than volume, so we measure qualified consultations, not form fills.
05
Multi-office and multi-practice firms
Every office and practice area needs its own pages, listings, budgets and targets, or the biggest practice takes everything. We plan and report each one separately, so every partner can see their own numbers.
06
The rules lawyers work under
Law society marketing rules shape every ad and page we write: no claims that can’t be verified, no “specialist” unless the lawyer is certified, and care with testimonials and past results. Compliance is built in from the first draft, not checked at the end.
How we
work
work
How an engagement runs, from the first audit to the monthly scoreboard.
Every engagement starts by looking at the whole path, not just the ads or the website, because the most expensive leak is rarely where firms expect it.
01
Acquisition audit
We trace the path a client takes to your firm today: what they search, what they see, which page they land on, and what happens when they call or fill in a form. Most firms find their biggest leaks after the enquiry, not before it.
02
Targets by practice area
Together we set goals in signed clients and cost per signed client for each practice area and office, based on your fees, your capacity and the work you want more of.
03
Build what’s missing
Landing pages, tracking, call and form attribution, the CRM and the campaigns themselves. Where something already works, we keep it.
04
Run it every week
We manage campaigns, content and listings week to week, and keep an eye on intake response times so leads never go cold.
05
One monthly scoreboard
One report and one conversation: what produced clients, what didn’t, what we changed and what we’ll test next.
06
Close the loop
Signed clients are fed back into Google Ads as conversions, so its bidding learns to find more people like the ones who actually retained you.
Step four: intake
Your own CRM, included.
Leads are only worth something if someone follows them up. Every system we build comes with the Clutch CRM: a simple, private place where every enquiry arrives, is assigned, and is tracked until it becomes a client or is closed out.
- Every enquiry saved, with an instant email alert
- Where each lead came from: page, campaign and Google Ads click
- Stages from New to Won, with owners, values and follow-up dates
- Notes and a full history on every lead
- Search, filters and CSV export
- Hosted on your website and database, so the data is yours
Why one
system
system
Most firms lose leads in the gaps between agencies, inboxes and spreadsheets.
When the ads, the website and the follow-up are run by different people, each one can look fine on its own report while enquiries go unanswered over the weekend. Running the whole path as one system closes those gaps.
01
No enquiry left behind
Every form is saved to the CRM before anything else happens, and the team is alerted by email. Suspected spam is set aside rather than deleted, so a real enquiry is never silently lost.
02
Faster follow-up
Follow-up dates and a “due today” list keep every lead moving. The firm that calls back first usually wins the client, and it is the cheapest improvement in any marketing plan.
03
Know what produces clients
Each lead keeps its source from the first click: the channel, the campaign, the page. When a matter is won, you can see exactly which search or ad started it.
04
Budget follows results
Because we can see which channels produce retained clients rather than clicks, we move spend toward what works. Where your setup allows, we feed results back into Google Ads so its bidding learns too.
05
One team, one report
One partner runs the whole path, from the first search to the CRM, and reports on it in one place. No finger-pointing between the ad agency, the web developer and the inbox.
06
Your data stays yours
The CRM runs on your own website and database. Your client enquiries are never stored in someone else’s platform, and you can export everything at any time.
Traffic is easy.
—Clients are the point
20
Years running search campaigns for our clients.
100
Law firms and counting, from sole practitioners to multi-office firms.
4
Steps, one system: get found, convert, capture, intake.
1
Report, from the first click to the signed client.
FAQ
Questions we hear most
It is everything between a person needing a lawyer and that person signing with your firm: being found in search, ads and AI answers, a website that earns the call, capturing the enquiry, intake and follow-up, and measuring which efforts produce signed clients.
Lead generation stops at the enquiry. Client acquisition carries on through intake to the signed retainer, and judges every channel by the clients it produces rather than the number of forms filled in.
Not always. We start with an audit. Sometimes new practice-area landing pages, faster load times and proper tracking are enough; sometimes the site is holding everything else back and a rebuild pays for itself. A new website typically takes one to two months.
Yes. If you already use an intake or practice management system, we plan around it and track the same stages from enquiry to retainer. If you don’t, the Clutch CRM is included.
A flat monthly fee for running the system, plus ad spend paid directly to the platforms. We don’t charge per client or take a share of legal fees, so there is never a referral fee question under law society rules.
Paid search can produce enquiries within days of launch. SEO and GEO build over months. Intake improvements, such as faster callbacks, often show up in the first month.
Before you go
Are you looking for a complete client acquisition system for your firm?
Noted: you’re interested in a complete client acquisition system
Great to hear. Client acquisition is a very important aspect of marketing in today’s world.
When search, your website, intake and follow-up work as one system, fewer enquiries are lost and every marketing dollar can be traced to the clients it brings in. We’ve noted your interest and opened a short form at the bottom of this page with Complete system already selected.
Go to the formLet’s talk
Let’s talk about your firm’s client acquisition.
Four quick steps. Tell us about your firm, the practice areas you want to grow, how clients find you today, and what happens to an enquiry once it arrives.
If you already use a CRM or an intake system, mention it in step three so we can plan around it.
Prefer to talk now? Call 416-862-1932.