For Managing Partners
Most small firm managing partners can't answer basic questions: How many inquiries came in last month? What's our conversion rate? Which attorney responds fastest? FirmFirst gives you the numbers — and the automation to improve them.
Quarterly review. You're presenting the firm's growth numbers.
Slide 3
"We spent $12,000 on Google Ads this quarter."
You show the marketing budget slide.
The question
Senior partner asks: "What's our cost per new client?"
You don't have the number.
The scramble
Office manager pulls records
Best estimate: 8 new clients from Google Ads. Maybe 10. Depends on how you count the ones who called in.
The math
$12,000 ÷ 8 clients = $1,500 per client. Or $12,000 ÷ 10 = $1,200.
Nobody's confident in either number.
The deeper question
"And how many inquiries did we actually get from those ads?"
Silence. The firm has no tracking between inquiry and signed engagement.
$1,500
That might be your cost per client. Or it might be $800. You can't run a firm on guesses.
How many inquiries came in last month? What's the average response time? Which practice area converts highest? If your firm is like 90% of small firms, you're guessing. You can't optimize what you can't track.
One attorney qualifies on the phone. Another asks the receptionist to take a message. Your paralegal uses a spreadsheet. Nobody follows the same process. Some leads get gold-standard treatment. Others fall through the cracks. You have no way to know which is which.
Your firm spends $2K–$15K per month on marketing. Google Ads, Avvo, referral dinners, sponsorships. When a partner asks "what's working?" you can report clicks and impressions — but not which spend turned into signed engagements.
of legal leads never convert to clients — most firms can't tell you why
Martindale-Avvo / First Page Sage
See how fast each attorney responds to inquiries. Identify the attorneys who respond in 5 minutes (and win clients) vs. those who take 5 hours (and lose them). Data-driven coaching, not guesswork.
Total inquiries, conversion rate by practice area, conversion rate by attorney, and trend over time. For the first time, you can answer "what's our conversion rate?" with a real number.
Track which marketing channels generate inquiries and which generate signed clients. Know your true cost per client — not impressions or clicks, but actual retainers signed — by source.
One process, consistently followed. Every inquiry captured the same way, routed by the same rules, tracked in the same system. When you standardize intake, you can finally compare apples to apples.
Set routing rules by practice area, office location, or custom criteria. Define the process once — FirmFirst ensures it's followed every time, by every staff member.
Define your firm's intake rules
When an inquiry arrives, the right attorney or intake staff is notified in under 30 seconds. Auto-response ensures the prospect knows they've been heard — even after hours.
Your team gets instant notifications
See which attorneys respond in minutes vs. hours. Track conversion from inquiry to consultation to signed engagement. Identify bottlenecks before they cost you clients.
Track response times and conversion
Export conversion reports by practice area, attorney, or marketing source. Walk into the partners meeting with numbers — not guesses.
Report to partners with real data
"I used to guess at our conversion rate. Turns out it was 11%. Once I could see response times by attorney, I found two attorneys who averaged 4+ hours. We coached them down to under 30 minutes — and our firm conversion rate hit 28% within a quarter."
Inquiry volume (total and by source), response times per attorney, conversion rates by practice area, and marketing source attribution. Filter by date range, office, or attorney. Export reports for partner meetings.
FirmFirst is designed to be adopted gradually. Start with one practice area or one office. Once attorneys see that they're winning more clients, adoption spreads naturally. The system doesn't require attorneys to change how they work — it notifies them on their phone, and they respond.
Yes. Every inquiry is tagged with its source (Google Ads, directory, referral, website organic, etc.). You can see cost per inquiry and cost per signed client by source — the metrics that matter for marketing budget decisions.
Free for 10 inquiries/month (to test with your team). Pro Solo is $49/month for individual attorneys. Pro Firm is $149/month for firm-wide access with unlimited users, routing rules, and analytics.
Yes. The managing partner dashboard shows firm-wide and per-attorney metrics. Individual attorneys see their own performance data. You control who sees what.
Free for 10 inquiries per month. See your firm's real conversion rate.