When a prospective client contacts your firm, what happens next? Does someone answer the phone? How quickly does someone respond to an email or website inquiry? Who talks to the prospective client and who gathers the information you need? And, ultimately, who decides whether this is a matter your firm wants to take?

For some firms, the answer to those questions depends largely on who happens to answer the phone that day. That might work most of the time, but client intake is too important to leave to chance.

Start with responsiveness. If a prospective client calls three law firms, there is a pretty good chance that the first lawyer who calls back has an advantage. You do not have to respond to every inquiry immediately, but your firm should have some expectation about how quickly calls and online inquiries will be returned. Just as importantly, someone should be responsible for making sure it happens.

It also helps to have a consistent process for gathering information. You do not need a twenty-page questionnaire. A simple intake form or checklist can make sure you get the names you need for a conflict check, important dates and deadlines, a basic description of the legal problem, information about prior lawyers, and anything else you need to decide whether the matter is a good fit. A checklist also makes it less likely that an important question gets missed simply because someone forgot to ask it.

And do not think of intake as just a way to turn prospective clients into paying clients. It is also your chance to spot trouble before it walks through the door.

Has the prospective client already fired three lawyers and concluded that all three were incompetent? Does the client expect a result that seems unrealistic? Is a statute of limitations about to expire? Is the matter outside your normal area of practice? Does the prospective client seem reluctant to pay the fees the matter is likely to require? Sometimes the best result of a good intake process is deciding that you do not want the case.

Once you make that decision, make sure the prospective client knows it. If you accept the matter, use a written engagement agreement that identifies the client and clearly describes what you have agreed to do. If you decline the matter, consider sending a non-engagement letter or email confirming that you will not be taking action on the prospective client’s behalf. When appropriate, the letter should also remind the person of any known deadlines or the need to act promptly to protect their rights.

A good intake system is not just about bringing in more business. It helps you find the clients and matters that are a good fit for your practice, identify potential problems before they become your problems, and establish clear expectations from the beginning.

Your intake process is often someone’s first experience with your law firm. Make sure it gives them a good idea of what working with you will be like.