increase in lead conversions

increase in marketing spend

new staff hired

Elizabeth Krajewski is the Operations Director and Legal Administrator at Florida Women’s Law Group. As she puts it, “A big part of my role is to figure out how we can do things better and deliver a higher quality client experience.” The firm is dedicated to guiding women through divorce and life transitions — not just with strong legal support, but with education and resources that help them move forward with confidence. Elizabeth oversees everything from administration and marketing to sales and legal operations, making sure that commitment shows up in every part of the business.

Florida Women’s Law Group takes a holistic approach to service its clients — offering both legal guidance and educational resources to help their clients make smart financial decisions, plan for their kids’ futures, and move forward with stability. “Our mission is to really empower women through the current chapter that they're in and into the next part of their life,” Elizabeth says. But living that mission required more than dedication — it demanded operational clarity. With its previous, disjointed tech stack, the firm risked falling short of the thoughtful, high-touch experience it promised every client.

Florida Women’s Law Group drastically reduced the time it took for leads to move from inquiry to signed client. “Essentially, the time that they become a lead, to the time they set their consultation, to the time they hire — all of those numbers have basically halved over the last three years,” reports Elizabeth. The firm sped up conversions while ensuring that qualified leads didn’t drop off, thanks to automated follow-ups and a refined sales process.

“We literally look at the ROI tracker every week,” Elizabeth says. The firm’s marketing and sales teams can review all their key marketing stats, from lead qualification rates to channel conversion performance, all in one place — allowing them to instantly see which channels bring in the most valuable cases. This data-informed approach has allowed the firm to cut underperforming vendors, optimize campaigns, and maximize their return on every marketing dollar spent.

By standardizing intake and automating data collection, Florida Women’s Law Group transformed its intake process into a more strategic conversation. “We went from having a five to seven-minute call to a 15 to 20-minute call. We are getting much more data.” By capturing consistent, high-quality data from every potential new client, the firm has been able to develop ideal client profiles, improve marketing accuracy, and close qualified cases faster.

With an optimized intake process and marketing strategy, Florida Women’s Law Group saw a dramatic jump in new inquiries — without sacrificing quality or focus. “Our lead volume has gone from maybe 100 leads per month to 375 a month.” At the same time, conversion rates improved, as better tracking and automated follow-ups ensured the firm wasn’t just attracting more leads, but successfully turning them into clients.

Before Lawmatics, Florida Women’s Law Group juggled multiple platforms to manage client intake and marketing. “We had two different CRM systems… we still had MailChimp that we were using and a couple of other programs to just do different things.” By consolidating these functions into Lawmatics, the firm eliminated at least three software subscriptions — cutting costs, reducing inefficiencies, and simplifying how their teams work.

Florida Women’s Law Group doesn’t just use Lawmatics to attract leads — they use it to educate and empower potential clients. As Elizabeth describes their content strategy, “We have a podcast, we’ve got multiple books, we’ve got a webinar… Lawmatics has allowed us to test which resources help lead to successful legal outcomes.” Precise tracking enabled the firm to fine-tune its approach, focusing on materials that truly resonated with clients.

The ROI Tracker in Lawmatics empowers Florida Women’s Law Group to connect marketing spend to lead quality in real time — and act on it just as fast. “We built reports that show us who the leads are, what their qualification rate is, and where they come from, so that we can then say, okay, all of my D&Q leads are coming from Google PPC this week, so I need to get on the phone with my PPC guy and tell him to turn that off or change it or retarget.”

Florida Women’s Law Group has turned its intake process into a valuable source of insight. “We’ve tweaked that intake form and we’ve done a couple of iterations of it. We've built in our consultation note template so that an updated version of the form generates once they've had that appointment.” Because of Lawmatics, every step flows into the next, giving attorneys the context they need before a consult even begins — leading to better consultations and stronger conversion rates.

Not every lead is a fit, but that doesn’t mean it’s a loss. Florida Women’s Law Group built out a dedicated referral pipeline to capture and route unqualified leads. Using custom contact types, the team is able to easily pass along inquiries that fall outside their own scope. “We’ve really been able to monetize them with our referral partners,” says Elizabeth. It’s a win for the firm, their network, and the people still looking for help.

For Florida Women’s Law Group, automation plays a key role in creating a smoother, smarter client journey. “We've built some automations that run in the background that help our salespeople,” Elizabeth says. These include drip campaigns that revive cold leads and provide forms that let prospects complete intake steps without waiting on a call. With less manual follow-up and fewer bottlenecks, the team can respond faster and spend their time where it really counts.