Use one durable inquiry record
The record needs the first known source, landing page or phone line, arrival time, matter label, assigned owner, next step, consultation status, and final outcome. Keep the choices short enough that the front desk can use them during a real day.
Do not overwrite the original source when a later touch occurs. Keep first source for acquisition and a separate “how they heard about us” answer when the caller supplies one.
Separate volume from fit
I use three consultation-fit choices: good fit, weak fit, and not a fit. A long taxonomy is rarely completed consistently. The attorney or approved intake lead can define those choices without placing legal judgment in automation.
- Unknown source remains a visible exception.
- Consultation fit uses three approved choices.
- Hired, declined, referred, and unreachable are distinct outcomes.
- Every open inquiry has one next-action date.
Read the chain before buying more traffic
If paid search has inquiries but missing outcomes, the next move is tracking cleanup—not more spend. If a source produces consultations but weak fit, inspect page promises and targeting. If good-fit consultations stall, inspect the consultation and follow-up path.