Guide
Law firm lead follow-up: a practical day 1, 3 and 7 playbook
A fast first reply gets you into the conversation. Follow-up is what turns the conversation into a consultation. This guide sets out a simple, respectful sequence any small firm can run, with example wording and the rules that keep it compliant.
Why follow-up is where cases are won
Most firms think of intake as a single moment: the inquiry arrives, someone replies, the person books or does not. In practice, many prospective clients do not reply to the first message. They were interrupted, they are still deciding whether they need a lawyer, they are waiting to talk to a spouse, or your reply landed in a busy inbox.
Silence after the first reply is not a “no”. It is usually a “not yet”. A firm that follows up politely is still in the running a week later; a firm that does not has quietly dropped out.
The baseline is low. In Clio’s 2024 secret-shopper study of 500 US law firms, only 33% replied to an email inquiry at all, so a firm that replies and then follows up is doing something most of its competitors are not.
Source: Clio Legal Trends Report 2024, secret-shopper study of 500 US law firms, as summarized by the Illinois Supreme Court Commission on Professionalism in “Phone Calls Ignored, Emails Unanswered: Fixing the First Impression Problem for Law Firms” (Mark C. Palmer, November 1, 2024).
The day 1, 3 and 7 sequence
You do not need an elaborate drip campaign. Three short messages over a week cover most of the value, and stop well short of pestering.
| When | Purpose | Tone |
|---|---|---|
| Within 60 seconds | First reply: acknowledge, ask one or two facts, offer a booking link | Warm, clear |
| Day 1 | Gentle reminder that the booking link is there, plus one useful detail about the first consultation | Helpful |
| Day 3 | Answer the question people usually have at this stage, such as what to bring or what the consultation costs | Informative |
| Day 7 | A final, low-pressure note that leaves the door open and confirms you will not keep messaging | Respectful |
The spacing matters. Day 1 catches people who meant to reply and forgot. Day 3 catches people who are still deciding. Day 7 is a courteous close that many people respond to precisely because it is the last one.
Example wording
Keep each message short enough to read on a phone. Use your firm’s name, a real person’s name where you can, and one clear action. These examples are starting points; have your own wording approved by the responsible lawyer, and check your state’s advertising rules.
Hi Sam, this is an automated note from Example Law. You asked about a consultation yesterday. You can choose a time that suits you here: [booking link]. If you would rather we call you, just reply with a good time. Reply STOP to opt out of texts.
Hi Sam, a quick note from Example Law (sent automatically). People often ask what to bring to a first consultation: any letters or court papers you have received, and a list of questions. The consultation is [fee or free, as your firm decides] and lasts about [length]. Book a time here: [booking link]. Unsubscribe: [link].
Hi Sam, this is our last automated message about your inquiry to Example Law. If you would still like to talk, you can book here any time: [booking link]. We wish you well either way. Reply STOP to opt out.
Notice what the messages do not do: they do not comment on the person’s situation, predict an outcome or give advice. They make it easy to take the next step, and easy to say no.
When to stop
A follow-up sequence should end the moment any of these happens:
- The lead replies. A person now owns the conversation. Automated reminders on top of a live conversation look careless.
- The lead books. Switch to confirmation and reminder messages for the appointment instead.
- The lead opts out, by replying STOP, unsubscribing or saying they have hired someone else. Stop at once, on every channel the opt-out covers.
- The sequence ends. After day 7, stop. Someone who has not responded to four messages has made a decision, and further messages risk annoyance and complaints.
Channels and consent
Email, text and WhatsApp each have their own rules, and the safe approach is to treat consent separately for each one.
- Email: include your firm’s name and postal address and a one-click unsubscribe in every message.
- Text (SMS): only text people who gave clear permission to receive texts, keep a record of the wording they agreed to and when, honor STOP immediately, and keep to quiet hours in the lead’s time zone (8am to 9pm is a common standard). Business texting in the US also requires carrier (10DLC) registration.
- WhatsApp: WhatsApp Business allows free-form replies within 24 hours of the person’s last message; outside that window, only pre-approved message templates can be sent.
Every automated message should say it is automated. Our compliance page describes how Intake Efficiency handles each rule; confirm the requirements for your state with your own counsel.
Adjusting by practice area
Family law
Keep wording neutral: a text that says “about your divorce” may be read by the person the lead is separating from. Use the firm’s name and a booking link, and keep detail for email or the consultation. More on family law intake.
Criminal defense
Timelines are short. If the next court date is days away, a person should usually call rather than leave it to a sequence; follow-up is for the inquiries that are not yet urgent. More on criminal defense intake.
Estate planning
This is where follow-up pays off most. People mean to make a will and keep postponing it. A helpful day 3 message about what to prepare often prompts the booking. More on estate planning intake.
Tracking follow-up to signed cases
The point of follow-up is signed cases, not opened emails. To know whether it is working, record three things for every inquiry:
- Where it came from: the search, page or ad.
- Which message the lead responded to: the first reply, day 1, day 3 or day 7.
- Whether they booked a consultation, and whether they signed.
After a couple of months you will see which sources produce signed cases and which only produce inquiries, and whether your later follow-ups are earning their place. Do not judge a source on lead volume alone.
Mistakes to avoid
- Following up on a channel the lead did not consent to.
- Sending reminders after the lead has replied or booked.
- Long messages that read like a brochure.
- Anything that sounds like legal advice, or predicts how a matter will turn out.
- Continuing past the final message “just in case”.
- Not recording the source, so you cannot tell which marketing produced the case.
Checklist
- First reply within minutes, with a booking link.
- Day 1, 3 and 7 messages written and approved.
- Every message says it is automated and how to opt out.
- Sequence stops on reply, booking or opt-out.
- Consent recorded per channel; texts only within quiet hours.
- Source and outcome recorded for every inquiry.
You can run this by hand with a calendar and a spreadsheet. Intake Efficiency runs it automatically on the Growth and Pro plans. Either way, the firms that follow up are the firms that get the consultation.
Intake Efficiency is software, not a law firm, and does not give legal advice. Nothing on this page is legal advice.