How to Convert More Leads Into Paying Clients

Most law firms aren’t short on leads, they’re short on conversions. 

Acquiring more clients doesn’t require doubling your marketing budget. Removing friction, prioritizing quick responses, and making it effortless for prospective clients to communicate with you will all have a far greater impact on your bottom line and client base.  

Kristin Belkofer, Senior Product Manager at Assembly Software, and Ryan Raplee, CEO of GAVL, hosted a webinar that explored practical, proven strategies that any firm can implement to convert more prospects into paying clients. Try a few out for yourself and watch your client base grow dramatically!  



Respond Fast or Risk Losing the Client

Speed is the biggest conversion lever most firms overlook. A five-minute delay in response can drastically reduce your chance of winning the client. 

Why it matters: Individuals looking for legal help are often in distress and won’t wait around. If you don’t answer your phone or get back to them immediately, they’re onto the next lawyer on their list. 

How Neos Helps

• Use task triggers to assign intake actions the moment a lead enters your pipeline. 

• Capture online leads and immediately assign follow-up via Neos Checklists. 

• Track and report first-response time using Neos' visual dashboards so you can stay informed about your progress. 

Pro Tip: Make Sure the Phone Is Always Answered with CallRail 

Calls remain one of the top sources of new business, but missing just one can cost you a potential client.  

• Use CallRail’s call tracking and routing to ensure every call is answered, even after hours. 

• Integrate CallRail with Zapier to automatically create an intake record in Neos for every call that goes to voicemail. 

• Analyze call data alongside lead conversion reports in Neos to identify which campaigns generate the best calls. 



Enable Automated 24/7 Intake with Zapier

Why manually enter contact form data, call logs, or new leads into your case management system when it can be done automatically? 

Why it matters: Manual intake is slow and error-prone (and won’t happen 24/7). Automation reduces human mistakes and accelerates conversions. 

How Neos Helps

• Automatically send new leads from your website form, Facebook lead ad, or Calendly booking using Neos’ integration with Zapier. 

• Create Zaps that connect tools like Typeform, Jotform, or Gravity Forms to Neos. 

• Use triggers like “New Intake Created” to initiate welcome emails or task assignments without touching a keyboard. 

Real-Life Example: A firm uses a Zap to add Google Ads form responses directly to Neos Intake. A checklist immediately assigns the intake team to review it and follow up without anyone having to forward an email. 



Simplify Your Intake Process

Clients are loathe to complete lengthy intake forms while in pain, under stress, or in a rush. If your process is confusing or lengthy, expect drop-offs. 

Why it matters: Clarity converts. Confusion kills momentum. 

How Neos Helps: 

• Use dynamic questionnaires in Intake Pro to ask only the questions that apply. 

• Auto-populate key data like case type, referral source, and contact details. 

• Instantly create tasks for your team based on the intake answers. 

Bonus: Use dynamic layouts in Neos to keep case views clean and relevant—no need to show unrelated fields. 



Communicate the Way Clients Want

Texting is easily the most efficient way to reach nearly every demographic today. Yet, despite that 89% of consumers say they prefer texting with businesses over other forms of communication, you will no doubt have prospective clients who prefer in person meetings, phone calls, or emails to stay in touch. 

Why it matters: The more you can accommodate people’s unique preferences, the greater the probability of landing them as a client.  

How Neos Helps

• Send and receive text messages directly in Neos, tied to the appropriate case. 

• Send emails directly from Neos or tag emails to a case when sending from Outlook 

• Use templates to streamline common messages (e.g., appointment confirmations, “We’ve received your intake,” etc.). 

• Automate reminders for document submission or meeting follow-ups. 

Ensure Follow-Up is Timely and Consistent

The most common reason firms lose leads? They simply forget to follow up or don’t do it fast enough. 

Why it matters: Even one failure to follow up can cost your firm thousands in missed revenue. 

How Neos Helps

• Assign follow-up tasks automatically after intake is submitted. 

• Create escalation paths if no follow-up occurs within a set timeframe. 

• Use reporting to identify which staff or stages have the most dropped leads, then address challenges accordingly. 

Pro Tip: Set up Neos dashboards to give you real-time insight into every lead’s status so nothing falls through the cracks. 

Transparency Builds Trust

Clients need to know what’s happening at every step, starting from intake. Transparency increases confidence. 

Why it matters: Clients who feel left in the dark about next steps often ghost or fail to sign. 

How Neos Helps

• Use Checklists to outline next steps and share with the client if needed. 

• Keep a record of all communication, documents, and deadlines (easy to do in Neos!). 

• Add status tags to easily show where the case or intake stands. 

Measure What Matters

You can’t improve what you don’t track. Successful firms don’t just guess; they measure conversion at every stage. 

Why it matters: If you don’t know where leads drop off, you can’t fix the leaks. 

How Neos Helps

• Visualize KPIs like lead-to-client conversion rate, average intake time, and top referral sources using Neos reports. 

• Filter by staff, practice area, or lead source to drill into what’s working. 

• Use report subscriptions to stay informed at your preferred frequency. 

Pro Tip: Avoid Vanity Metrics. Focus on actionable data like “response time” or “signed retainer rate,” not just “number of leads.”  

Your Website Should Be a Lead Engine, Not a Brochure

Many law firm websites are beautiful but ineffective. Design must follow function to optimize successful outcomes.  

Why it matters: Every page (especially the home page!) should lead the visitor toward conversion. 

• Add multiple options for contacting your firm: web form, chatbot, phone number, etc. 

• Make contact information highly visible without scrolling 

• Add a hyperlink to your phone number so website visitors can tap on it and call you directly from their smartphone 

• Do not require more than the bare minimum for client contact information so your prospective clients do not get form fatigue 

Pro Tip: Embed booking links or chatbots that connect to your calendar, intake forms, or text communication system. 



Make Every Lead Count with Neos

You can improve your client conversion rate exponentially with a few tweaks to your website and intake process. Pair a high-converting website with Neos case management software and you’ll see your client base grow like never before! 

Top practical strategies for improving your client conversion rate: 

• Respond to prospects as quickly as possible 

• Enable 24/7 automated intake 

• Simplify your intake process 

• Communicate with clients via their preferred method 

• Prioritize consistent and timely follow-up 

• Be transparent about next steps 

• Ensure your website is equipped with multiple options for contacting your firm 

Want to See It All in Action?  Watch the full webinar on demand featuring Kristin and Ryan to hear real-life examples and strategies. Schedule a personalized consultation with our team to see how Neos can revolutionize your client acquisition.