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TOP 7 MISTAKES LAW FIRMS MAKE DURING INTAKE #3: NO ATTRIBUTION RULES

August 21, 2017
TOP 7 MISTAKES LAW FIRMS MAKE DURING INTAKE #3: NO ATTRIBUTION RULES - blog post image

What is attribution? Attribution is simply how you give credit to the marketing or non-marketing source for each lead that you receive. Marketing sources are those that you pay for, such as TV, yellow pages, internet, billboards, and so forth. Non-marketing sources are those that you do not pay for, such as word of mouth, repeat clients, and client referrals.

At Vista, we see a lot of firms that don’t have a detailed plan in place about how attribution should be handled. It is hard at times, because there can be multiple sources of a lead. A person can see your ad on TV, then think about calling you later so they look your number up online. How do you attribute the source of that lead?

There are two attribution strategies that should be followed. They are 1) objective attribution and 2) subjective attribution. Objective attribution is tracking things such as “method of contact.” How did the person physically reach out to you? What number did they dial? What website did they come through? There is no room for discussion or interpretation, you are simply tracking the channel through which they came to you.

Subjective attribution gets into questions like “what made you choose our firm?” and “how did you hear about us?” In order to get some consistency in your tracking of these subjective responses, you should make sure that first of all, your team is asking the question in the same way. The second thing that should be done is that you create a document that defines the different categories of responses and defines which categories take priority. For example, what is the definition of a client referral? If the client came in through the website, but was recommended by a friend, what takes priority? Defining these rules in a document helps your team achieve more consistency in the data and helps you make better decisions.

Take the time to put this document together and take the time to review it with your intake team to make sure they have clarity on the definitions. If they are having trouble getting this information from callers, you can coach them on how to ask the questions. It can be done, even on calls that you are not signing up.

Paul B. Harding
"As our firm grew, it became difficult to track the progress of cases through the various units, along with the customer service provided to our clients. VISTA developed dashboards for all this and more! When viewing our dashboard, I now have all the important data at my fingertips: client contact, file review, the number of demands filed, files placed in suit, and so much more! Our unit managers also use these tools to ensure that attorneys and staff are staying on-track. As Managing Partner, I am pulled in many directions at once and am often out of the office — the dashboard allows me to zero in on issues as they develop, regardless of my location or the time of day. Great solution for us!"
- Paul B. Harding / Managing Partner
Michael McCready
"I have been working with Tim McKey and the folks at Vista Consulting Team for many years. From attending their conferences to hiring them for a comprehensive firm review, I attribute much of the success of the firm to the techniques they share. As they have grown, the advice they provide goes to a higher level. What started with a focus on metrics and KPI's (which are still the building blocks) has risen to a focus on team building, firm culture and improved means of delivering legal services. It's been my privilege to work with them and I can't recommend them highly enough."
- Michael McCready / Managing Partner
Bill Berg
“… They have also worked with us in ways to improve how many new cases we sign-up – they constantly are coaching us in ways we can do things better in that regard. In our weekly meetings we go over our new case sign-ups, our demand times and various other statistics and topics. They hold us accountable to ourselves… I could go on & on – our accounting department was also restructured based much on their recommendations. And, Vista also researched and found a new CPA firm for me which actually keeps up on telling me what needs to be done instead of just keeping things as the status quo.”
- Bill Berg