(Legacty) Optimize Onboarding / Sales Funnel

What are the problems we hope to solve with this project?

1. Software
• All software lives on an island, one doesn’t update another
• No clearly defined roles for software
• All actions done manually
• No single place wherxe all lead actions log

• Ability to convert leads, qualifying leads, and messaging
• Scheduling a consult is manual and time consuming
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Examples
• Leads are not pre qualified at the point of entry making
• Every lead gets same communication template
• Value of lead is considered equal even if potential value is higher (male divorce vs prenup)
• Messaging lacks Storybrand persuasion, very black and white
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Examples
• Leads leave long detailed messsages that don’t help filter their needs
• Don’t customize lead process and messaging based on services or potential value of leads
• IE: A personal injury lead should get more attention than a defamation lead
• Management & Metrics
• No practice area conversion rate metrics to A|B test the improvement of conversion ability
• Inconsistencies in action reporting that don’t allow for proper management reporting
• Some leads that call aren’t listed in clio grow or podium, just callrail. Leads don’t look like they get a response from a management perspective
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Examples

What are the Goals to create in order to solve the problems?

• Create lead intake form and process, model after MarbleWay
• Create intake question tree that funnels lead, defincre pre-qualified leads and information to be collected
• Allow leads to schedule consult directly
• Create storybrand messaging framework for lead funnel and follow up
• Create initial customized messaging for highest value lead type
• Create new client review process
• If possible move away from podium which requires a new client leave review process
• Move all lead actions into CallRail for single source of truth
• Setup CallRail to log all sms, chats, and call actions of a lead and an associate
• Process outline for how to utilize CRM and integrate with Hepworth team
• Connect all leads and status updates to Marketing Report sheet
• Connect CallRail to ClioGrow
• Leads auto add and update
• Create management and reporting process
• List all leads into single Google Sheet to establish following metrics:
• Leads total and by service area
• Consults total and by service area
• Conversion rate total and by service area
• Create checklist of actions per lead to allow for A|B testing improvement at scale
• Create weekly check process to confirm lead intake process working as it should

Go live with lead intake form and process, modeled after MarbleWay

Goal Planning Tasklist

Turn goal deliverables into Tasks , add task details

Deliverables

• Create intake question tree that funnels lead, define pre-qualified leads and information to be collected
• Allow leads to schedule consult directly if they are pre-qualified
• Create initial storybrand messaging to show the lead when directed to schedule consult
• On form submission automatically add leads to ClioGrow with correct status’s and an already created matter
• Update site so that all call to actions direct to intake form
• Update Ads automations and intake to account for new intake process

Tasklist - Research / Outline / Client Question

• Research CallRail can have form intakes with customized questions or find a software that allows for UX similar to marbleway.com and can integrate with CallRail

Tasklist - Final

Estimated total time required: 25 - 30 hours

Estimated completion date: January

• (2) Work with Hepworth team to outline intake funnel
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Details
• (2) Work with Hepworth team to outline schedule consult automatically process for qualified leads
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Details
• (1.5) Create outlined intake process in Gravity Forms
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Details
• (1.5) Create thank-you landing page for submission
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Details
• (1) Connect Gravity Form submission to CallRail & Podium
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Details
• (1) Setup Contact and Matter to auto create in Clio on form submission
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Details
• (1) Update Clio to allow for automatic consultation schedule and payment
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Details
• (5) Create schedule consult page
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Details
• (1) Create process for manually associating payment to contact
• (3) Create styled popup containing intake form to be used as primary call to action throughout site
• (5) Update all website call to actions to be new intake form
• (1) Update ads landing pages and automations to use new intake form

Move all lead actions into CallRail for single source of truth and revamp lead follow up

Goal Planning Tasklist

Outline Deliverables associated with Goal

Outline & complete any Tasklist - Research / Outline / Client Question

Create list of Tasks to achieve goal

Confirm Goal & Deliverables with client, get any questions answered

Turn goal deliverables into Tasks , add task details

Deliverables

• Research if possible to condense all needed functionality into one or two software(s)
• If possible create software transition plan
• Setup ClioGrow to log all lead activity to be used as a single source of truth for lead activity
• Create new client leave review process
• Create storybrand messaging framework for lead followup that accounts for majority of lead intake scenarios
• Create process for lead scheduling time to talk with Tamarra and basic touch points for phone conversation

Create management and reporting process

Goal Planning Tasklist

Outline Deliverables associated with Goal

Outline & complete any Tasklist - Research / Outline / Client Question

Create list of Tasks to achieve goal

Confirm Goal & Deliverables with client, get any questions answered

Turn goal deliverables into Tasks , add task details