Client: Los Angeles trial law firm specializing in personal injury, class actions and mass torts
Challenge: An established plaintiff’s trial law firm lacked a sophisticated intake process, which resulted in neglected leads and missed opportunities. Without a centralized infrastructure or reliable data to assess what was working, the firm couldn’t effectively evaluate marketing ROI or make informed decisions about business development initiatives.
Work: Berbay completely overhauled the firm’s lead process, building an intake department from the ground up with comprehensive tracking and analysis processes.
We evolved what was once a receptionist’s task into a sophisticated, multi-layered system that now supports thousands of leads annually. We began by recruiting and training a dedicated intake department—growing it to include a Director of Intake and six full-time intake coordinators. Together, we implemented a robust intake management platform and customized it to meet the firm’s evolving business needs.
The intake system was designed with two key objectives: granular lead tracking and real-time conversion analysis. Berbay developed a standardized intake guide to ensure consistent data capture across channels—from social platforms like Instagram and TikTok to geographic mapping that pinpoints where leads originate across the U.S. We also introduced critical metrics beyond source tracking, including case type segmentation, seasonality trends and conversion analysis at each phase of the intake lifecycle.
Alongside intake optimization, Berbay established the reporting infrastructure. We set up reporting dashboards and monthly analytics reviews, capturing overdue leads, response timeframes and attorney follow-up, making sure no inquiry fell through the cracks. We instituted this process so that every lead is answered by a live person and responded to within 24 hours—maximizing conversion opportunities and ensuring the firm provided an exceptional service experience at every phase of the client journey.
The intake program has become so refined that the firm also hired a full-time referral program manager, shifting from a model that rejected a large percentage of leads to one that now monetizes non-qualified inquiries through strategic referral partnerships.
Results:
The firm operates with a robust system that not only tracks leads, but strategically leverages the data for business development purposes. Insights gained from lead tracking have allowed the firm to enhance the quality of leads and optimize intake processes.
Because the firm can now rely on detailed lead reporting and analytics, this has guided other marketing efforts. Berbay implemented a comprehensive SEO and digital marketing campaign, including launching social media accounts targeting niche markets, running paid ads, website enhancements, revamping content and newsletter strategies, and generating Google Business reviews. Once reliant on referrals from other attorneys, the firm’s lead sources have diversified significantly, with social media, organic search and community networks becoming primary drivers of growth.
This intake transformation has not only scaled lead generation and consistently grown the number of leads over time, but also provided the necessary intelligence to evaluate and adapt the firm’s marketing in real time.
