Law Firm Client Intake Form Template
Your intake process is where marketing ends and client service begins. A potential client who fills out your web form or calls your office has already decided they might hire you. Your intake process either converts them or loses them — and most law firms lose more prospects at intake than they realize.
This template covers both web form fields and a phone intake script, plus the privacy notice language you need and the fields you should skip.
Web Form: What to Include (and What to Leave Out)
The Rule: Fewer Fields = More Submissions
Every field you add to a web form reduces completion rates. A 15-field form will get half the submissions of a 5-field form. Capture the minimum you need to evaluate the lead and schedule a consultation. Get the rest during the consultation itself.
Recommended Web Form Fields
Essential fields (always include):
| Field | Type | Required? | Purpose |
|---|---|---|---|
| Full Name | Text | Yes | Identify the prospect |
| Phone Number | Phone | Yes | Primary follow-up method — call, don’t just email |
| Email Address | Yes | Secondary contact, send confirmation | |
| How Did You Hear About Us? | Dropdown + Other | Yes | Marketing attribution — critical for tracking ROI |
| Brief Description of Your Situation | Textarea | Yes | Evaluate fit before calling back |
Recommended additional fields (add based on practice area):
| Field | Type | When to Include |
|---|---|---|
| Case/Matter Type | Dropdown | Multi-practice firms — route to correct attorney |
| Date of Incident | Date | PI, criminal defense, employment — time-sensitive matters |
| County/Jurisdiction | Dropdown | If you only practice in certain counties |
| Have You Spoken with Another Attorney? | Yes/No | Helps gauge urgency and expectations |
| Preferred Contact Method | Radio (Phone/Email/Text) | Improves response rate |
| Best Time to Reach You | Dropdown (Morning/Afternoon/Evening) | Increases connection rate on callback |
Fields to skip on web forms:
- Social Security Number (never on a web form)
- Date of birth (get it later)
- Detailed case facts (too much to type — save for the call)
- Income or financial information (premature and intrusive)
- Address (not needed for initial screening)
- Opposing party name (get it during conflict check at consultation)
Web Form Best Practices
Respond within 5 minutes during business hours. Studies consistently show that leads contacted within 5 minutes are 10x more likely to convert than leads contacted after 30 minutes. If you can’t call back that fast, use an automated text or email confirmation: “We received your message and will call you within [timeframe].”
Use a confirmation page, not just a confirmation email. After submission, redirect to a page that says: “Thank you. We’ll call you within [timeframe]. Here’s what to expect during our initial conversation: [brief description of your consultation process].” This reduces anxiety and sets expectations.
Make the form mobile-friendly. Over 60% of law firm web traffic is mobile. If your form is hard to fill out on a phone, you’re losing more than half your potential leads.
Place the form on every practice area page — not just a single “Contact Us” page. A potential client reading your DUI defense page should be able to request a consultation without navigating away from that page.
Phone Intake Script
When a potential client calls, your receptionist or intake coordinator is conducting a sales conversation — whether they think of it that way or not. Here’s a script framework.
Opening (30 seconds)
“Thank you for calling [Firm Name]. My name is [Name]. How can I help you today?”
Let them talk. Don’t interrupt. They need to tell their story — at least a summary of it — before you start asking structured questions. Listen for 60-90 seconds, take notes, and then transition.
“Thank you for sharing that with me. I’d like to ask a few questions so we can determine how best to help you. Is that okay?”
Screening Questions (2-3 minutes)
| Question | Purpose |
|---|---|
| ”Can I get your full name and the best phone number to reach you?” | Basic contact — get this first in case the call drops |
| ”When did this [incident/issue] occur?” | Statute of limitations check |
| ”Where did this happen? What county?” | Jurisdiction check |
| ”Have you spoken with any other attorneys about this?” | Gauge expectations, urgency |
| ”How did you hear about our firm?” | Marketing attribution |
| ”What outcome are you hoping for?” | Understand expectations early |
Transition to Consultation
If the case is a potential fit:
“Based on what you’ve told me, this sounds like something [Attorney Name] can help with. I’d like to schedule a [free / paid] consultation so you can discuss the details directly. We have availability on [dates]. What works best for you?”
If the case is not a fit:
“Based on what you’ve described, this isn’t an area our firm handles. I’d recommend contacting [specific referral — bar association referral service, legal aid, another firm]. I want to make sure you get to the right attorney for your situation.”
Never just say “we can’t help you” and hang up. Always provide a referral or next step. The person you help find the right lawyer today may refer their friend to you tomorrow.
Confirmation
“Great. You’re scheduled for [date/time] with [Attorney Name]. You’ll receive a confirmation email at [email]. Please bring [any relevant documents: police report, contract, medical records, etc.]. Do you have any questions before then?”
Privacy Notice Language
Include this on your web form and reference it during phone intake.
Privacy Notice: The information you provide is confidential and will be used only to evaluate your potential legal matter. Submitting this form does not create an attorney-client relationship. An attorney-client relationship is established only when you and the firm sign a written engagement agreement. We will not share your information with any third party without your consent.
Keep it short. A 500-word privacy policy under your contact form is intimidating. The statement above covers the essentials. Link to your full privacy policy separately for those who want the details.
Intake Data You Should Track (For Marketing)
Your intake process generates marketing data. Track it.
| Data Point | How to Track | What It Tells You |
|---|---|---|
| Source (how they found you) | Required field on form + phone script | Which marketing channels produce leads |
| Case type | Form field or phone screening | Which practice areas generate the most inquiries |
| Conversion (inquiry to consultation) | CRM or spreadsheet | How effective your intake process is |
| Conversion (consultation to signed client) | CRM or spreadsheet | How effective your consultations are |
| Time to first response | CRM timestamp or call log | Whether you’re responding fast enough |
| Reason for decline (by firm) | Intake notes | Whether you’re getting wrong-fit leads (marketing targeting issue) |
| Reason for decline (by prospect) | Follow-up call | Whether your pricing, process, or communication is losing clients |
Common Intake Mistakes
Treating intake as administrative, not sales. The person answering your phone is your most important marketing asset. If they’re cold, rushed, or robotic, you’re losing clients before the attorney ever gets involved. Train your intake team on empathy, active listening, and urgency.
Not asking “how did you hear about us?” If you don’t track this, you have no idea which marketing channels produce clients. You’re guessing. Stop guessing.
Slow response times. If someone fills out your web form at 2 PM and doesn’t hear back until the next morning, they’ve already called three other firms. In competitive practice areas like PI and criminal defense, same-hour response is the expectation.
Asking too much too soon. An intake form that asks for Social Security numbers, detailed case timelines, and financial information before you’ve even had a conversation feels invasive. Collect the minimum to evaluate and schedule. Get the details during the consultation.
No follow-up on no-shows. When someone schedules a consultation and doesn’t show up, call them the same day. They didn’t forget about their legal problem — something came up, or they got cold feet. A friendly follow-up call converts a significant percentage of no-shows.
Your intake process is the bridge between your marketing and your revenue. Build it intentionally, measure it rigorously, and staff it with people who understand that every call is an opportunity to help someone — and to grow your practice.