Question 1: How are you currently tracking which marketing efforts bring in your highest-net-worth cases?

We ask them "How did you hear about us?" during the initial consultation.

We track general web traffic and total phone calls, but can't trace them back to specific retained clients.

We track which channels (Google, Meta, Referrals) generate leads, but struggle to separate low-tier leads from high-asset cases.

Full closed-loop attribution. We can trace a $50k signed retainer back to the exact Google Ads keyword they searched 3 months ago.

Question 2: How do you handle call tracking for your advertising campaigns?

We use our main office number for everything.

We use a few static tracking numbers (e.g., one for the website, one for a billboard).

We use basic dynamic tracking, but the data doesn't reliably sync into our CRM.

We use Dynamic Number Insertion (DNI) that instantly logs the caller's marketing source, keyword, and campaign into their CRM profile before the receptionist even answers.

Question 3: When a high-value prospect fills out a contact form on your website but doesn't immediately book a consultation, what happens next?

Our intake staff tries to remember to call or email them when they have free time.

They receive one generic auto-reply email acknowledging their message.

We have staff dedicated to following up, but it's a manual process of dialing and sending emails.

They drop into an automated, multi-touch SMS and email sequence designed specifically for family law leads until they either book or opt-out.

Question 4: How are you managing consultation no-shows and unsigned retainers?

If they don't show or don't sign, we usually consider them a lost lead and move on.

We send a manual follow-up email a few days later to see if they are still interested.

We have automated reminders before the meeting, but post-consultation follow-up for the retainer is manual.

No-shows trigger instant alerts for human re-engagement, and unsigned retainers receive automated educational drip campaigns until paid.

Question 5: How do you calculate your Customer Acquisition Cost (CAC) and marketing ROI?

We don't. We just look at total marketing spend vs. total firm revenue at the end of the month.

We divide total monthly ad spend by total new cases signed.

We calculate CAC by marketing channel (e.g., we know our SEO CAC vs. our Google Ads CAC).

We calculate dynamic CAC and ROI based on long-term client Lifetime Value (LTV), tracking payment leakage even after initial retainers are exhausted.

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