What to look at in the first week after leads start
The first week tells you whether routing, the screen, and your call path are working. It does not tell you whether the channel is a success.
By Case Leads Pro4 min read
The first week of a new lead source is when firms either learn something or decide “leads don’t work.” The difference is usually whether anyone looked at the records with a short list, instead of judging the whole channel off two bad calls.
Keep the intake path boring
Don’t change scripts, staff, and the CRM in the same week you turn the campaign on. You want the leads to be the new variable. Same people call. Same hours. Same questions. Then a pattern in the records means something.
Five things to note, not a dashboard
- 01
Did it arrive where you expected?
Right office, right case type, right system. If routing is wrong, fix that before you judge quality.
- 02
Could you reach them?
A verified number that still does not answer is an intake-timing question. A number that is dead is a delivery question.
- 03
Did the answers match the call?
If the record says treatment started and the caller says it did not, the screen is off.
- 04
Which criterion is doing the most work?
You will feel, quickly, which rule is rejecting people you would have taken, or letting through people you will not.
- 05
What did your attorneys actually decline, and why?
A decline is not automatically a bad lead. Write the reason down. It becomes next month’s criterion, or it doesn’t.
Don’t resize the campaign off a handful of calls
A slow Tuesday is not a market. A great Thursday is not one either. Use the week to catch broken routing, a criterion that was written too tight, or a phone path that waits until afternoon to touch morning leads. Change those. Leave volume alone until the path is one your team can repeat.
If you cannot get through the week’s records at all, the volume is already too high. Say so. Adding more will not make the first week clearer.
Send the notes back while they are still fresh
The useful feedback is specific. “Three records said no attorney, and all three had counsel.” “The county field is blank on mobile.” “We are declining rear-end crashes with no treatment, and we asked you not to send those.” A vendor can change a screen from that. “The leads are bad” gives them nothing to change.
Week one is part of the setup
Case Leads Pro would rather adjust targeting and screening in that first week than defend a campaign nobody has looked at. The process includes that feedback. Exclusive personal injury and workers’ compensation leads, SMS-verified, delivered in real time. Not a promise that every lead signs. Book a 20-minute call and we will agree what the first week is supposed to tell both sides.
General information for law firm intake and marketing teams, not legal advice. Rules vary by state and by case.