Webinar Recap: The New Rules of Lead Nurturing for Law Firms

In a crowded legal market, it’s not enough to simply generate leads. You need a clear plan for what happens next. That’s why we recently teamed up with CallRail’s Chris Nelson — to walk through how law firms can keep prospects engaged from first contact all the way through completed intake.

This session covered what today’s legal consumers expect, how to tailor your communication, and how to build a workflow that drives more conversions with less manual effort. Below, we’ve rounded up the key takeaways and timestamps so you can jump right in.

Time stamps of key takeaways

6:55 — Why slow follow-up costs firms clients

Blake and Chris open the session by emphasizing how the legal buyer’s journey has changed — and why firms need to rethink their follow-up process. Most prospective clients reach out to law firms by phone, and 78% of clients hire the first firm to respond. These trends in client behavior mean law firms need a clear strategy to keep prospects engaged and moving forward at every step.

22:50 — Understanding who you’re targeting & how to reach them

Blake walks through how to define client personas based on practice areas, goals, and psychographics — and how those insights shape your communication. When you understand what your ideal clients care about and how they prefer to interact, it becomes easier to send the right messages at the right time. As Chris puts it, nurturing leads is like preparing a case for trial: Know your audience, tailor your message, and connect in a way that resonates.

40:44 — Map your process and prioritize the right leads

Chris stresses that there’s no one-size-fits-all approach to follow-up. Your workflow should reflect your firm’s goals, client expectations, and available resources. Together, he and Blake walk through how to break down your intake and follow-up process into specific stages, track what’s working, and continuously refine from real client behavior. They also introduce lead scoring as a way to gauge readiness and ensure you're spending time on the right prospects.

48:56 — Let technology do the heavy lifting

Blake and Chris close by showing how tools like Lawmatics and CallRail reduce the burden of manual follow-up. Automation handles things like scheduling emails and prompting reminders, while reporting tools give visibility into open rates, drop-offs, and what messages actually convert. Together, these tools help firms avoid missed opportunities, without adding more work to the day.

Webinar slide deck