“Most law firms can tell you roughly how many cases they signed last year. Fewer can tell you exactly where those cases came from.
That gap is worth fixing this week.
Pull the last 12 months of signed cases from the CRM — by source. Website, SEO, referral, paid, social, whatever categories apply. If that exercise takes more than ten minutes, the data problem is already telling you something. And if there’s no CRM to pull from, that’s where to start — not the audit.
Two things to look for. First: if any single source accounts for more than 25% of signed cases, there’s concentration risk. That’s true for paid media, and it’s especially true for referral-heavy firms — one relationship or channel carrying that much weight is a structural fragility, not a business model. Second: if core channels — AI-SEO, reputational, conversational — are missing entirely, those are the gaps to close before anything else.
The firms with clear channel data make different decisions than the firms running on instinct. Not better instincts — just better information.
You can’t manage what you can’t see.”
– Hugo E. Gomez, Founder (Abogados NOW)
Watch this video to find out how the Big Firms Grow:
How to Take a $2M Law Firm to $20M — The 5-Phase Marketing Playbook