How to Grow at Your Law Firm as a Legal Intake Professional

Are You Just Answering Calls, or Building a Career?

I remember when we first started talking about data. It was about the same time my teenagers got cell phones. Suddenly, everything was about connection, speed, and clarity. I’d ask them a question, and they’d say, “Let me check.” Moments later, they had the answer. No waiting, no guesswork, just information at their fingertips. It struck me then: that’s what today’s clients expect from us too. Fast answers. Clear guidance. A personal connection that cuts through the noise. In the legal world, your intake team is that first connection. They are the ones who pick up the phone when someone’s life just changed when they’ve been injured, when they’re scared, when they don’t know where to turn. Your intake team isn’t just answering calls. They’re the voice. They are the reassurance. They’re the guide.

And yet, how often do we talk about their growth? About their career path?
Here’s what I know: too many talented intake professionals are treated like interchangeable parts. Answer the phone. Enter the lead. Move on. But that’s a mistake that costs firms dearly in both talent and results.

If you’re a legal intake professional reading this, hear me clearly:
You are not just a gatekeeper. You’re a game-changer. You have the power to impact your firm’s bottom line, shape the client experience, and drive long-term success. But to do that, you need to think differently about your role and about your future. You can grow, thrive and you can lead. And today, we’re going to talk about exactly how.
So let me ask you: Are you ready to stop answering calls… and start building a career?
If the answer is yes, read on.

Embrace a Growth Mindset

Growth isn’t just about promotions; it’s about perspective. And that perspective? It’s something you cultivate every single day. I didn’t set out to become an expert in legal intake. In fact, when I first started working with intake teams, I had a thousand more questions than answers. But here’s what made the difference: I stayed curious. I asked questions. I surrounded myself with smart people. And I wasn’t afraid to admit when I didn’t know something. That attitude and that growth mindset changed everything.

When you embrace a growth mindset, you stop seeing challenges as roadblocks and start seeing them as stepping stones. You move from “I can’t do this” to “I can’t do this yet.” And that simple shift unlocks a whole new level of opportunity not just for you, but for your entire firm. So, what does embracing a growth mindset look like in your day-to-day work?

Action Steps:

• Stay Curious: “View every challenge as an opportunity.”
  The legal industry is changing fast new technologies, new client expectations, new ways of working. Stay ahead by attending webinars, reading industry blogs, and engaging in professional communities. The more you learn, the more valuable you become.

• Seek Feedback: Feedback is a gift one of the most powerful tools for growth. Regularly ask your manager, peers, or mentors: “What’s one thing I could do better?” or “How can I improve my call conversion rates?” The answers may not always be easy to hear, but they’ll always help you grow.

• Set Personal Goals: If you don’t know where you’re going, how will you know when you get there? Whether your goal is to increase your conversion rate by 10%, master your firm’s CRM system, or improve your rapport-building skills, write it down. Then break it into actionable steps and track your progress.

Here’s the truth: your career will only grow as fast as you do. So ask yourself: What am I doing today to invest in my growth? Because remember a growth mindset turns challenges into opportunities. And in a field as dynamic as legal intake, that mindset isn’t optional. It’s essential.

Master the Art of Client Communication

Your voice is often the first a client hears. Make it count. I can’t tell you how many times I’ve listened to intake calls where the rep technically said all the right words, but you could tell the client didn’t feel connected. And here’s what I’ve learned: building rapport isn’t about following a perfect script. It’s about showing up with sincerity. Think about it when someone calls your firm, they’re often dealing with one of the most difficult moments of their life. They may be anxious, confused, or overwhelmed. What they need most is to feel heard, understood, and valued. You’re not just gathering information. You’re building trust. And trust? That’s what converts an inquiry into a client.

So how do you master this kind of communication? Here are a few strategies I’ve seen transform intake teams:

Tips:

• Active Listening: This sounds simple, but it’s incredibly powerful. Too often we listen to respond instead, listen to understand. Pay attention to tone, pace, and what’s not being said. Reflect their words back to them: “It sounds like this has been really stressful for you.” Clients will feel that you’re fully present with them and that connection matters.

• Empathy Over Sympathy: It’s tempting to say, “I’m so sorry this happened to you.” But sympathy can create distance. Instead, focus on empathy: “I can understand why you’d feel that way.” This approach respects the client’s experience and keeps you positioned as a trusted guide, not just a well-meaning outsider.

• Clarity is Key: Remember, clients don’t live in our legal world. Avoid jargon and explain processes in simple, human language. For example, instead of saying “We’ll draft a retainer agreement for your review,” try: “We’ll send you a document that explains how we’ll work together it’s called a retainer. ” Clear communication builds confidence and reduces the likelihood of misunderstandings.

Effective communication builds trust. And trust? That’s the bridge between inquiry and client. When your intake team masters this art, you’re not just filling your pipeline. You’re creating client relationships that start strong and stay strong. And that’s a game-changer for any growing law firm.

Leverage Technology and Data Analytics

In today’s digital age, data isn’t just numbers; it’s insight. And insight? That’s what allows you and your firm to make better decisions, faster. I’ve seen it happen time and again: an intake team starts tracking just one or two key metrics and suddenly, doors open. They know which lead sources convert best, see where calls drop off. They spot opportunities to improve follow-up sequences. All because they finally have visibility into what’s really happening. But here’s the thing: data only works if you use it.

Collecting reports you never review? That won’t move the needle. Tracking KPIs without understanding what they mean? Same result. If you want to grow as an intake professional and help your firm grow too you need to embrace technology and learn to speak the language of data.

Action Steps:

• Familiarize with CRM Tools: Your CRM (Client Relationship Management) system isn’t just a place to enter notes. It’s a goldmine of client information and performance insights.
  Learn how to input data correctly. Know how to pull reports. Understand what’s available in your system and how it connects to your intake process.
  When you master your tools, you elevate your value.

• Monitor Key Performance Indicators (KPIs): Not all metrics matter equally. Focus on KPIs that align with your goals and role. These might include:
  • Call duration

  • Call answer rate

  • Conversion rate (qualified leads to signed clients)

  • Follow-up success rate

  • Client acquisition cost
    Regularly review these metrics with your team and manager. Ask: What trends do I see? Where can we improve?
    Tracking KPIs isn’t just a management exercise it’s a growth strategy.

• Stay Updated: Technology evolves constantly. Whether it’s a new CRM feature, an AI-powered call analysis tool, or an updated intake tracking system, stay informed.
  Take every training opportunity your firm offers. Read release notes. Attend vendor webinars. When you bring this knowledge to the table, you position yourself as a leader in intake innovation.

Data-driven decisions lead to measurable growth.

When you understand your numbers and leverage your technology, you don’t just improve intake you drive results your firm can see. And that makes you an indispensable part of the business.

So I’ll ask: Are you using your tools to their full potential? Or is there an opportunity to step up? (Chances are, there’s always room to grow.)

Seek Mentorship and Networking Opportunities

No one grows in isolation.

I can say that with certainty because I’ve lived it. Early in my career, I had mentors who challenged me, supported me, and opened doors I didn’t even know existed. One particular mentor, someone I still look up to today once told me: “If you want to move fast, go alone. If you want to go far, go with others.” That advice has shaped so much of how I approach growth not just my own, but the growth of every intake professional and firm we work with.

And here’s the truth: if you’re serious about building a career in legal intake, you need both mentorship and a strong professional network. Mentors help you see the big picture. Peers help you stay connected to new ideas. Both help you avoid the isolation that can stall your growth.

So how do you get started?

Suggestions:

• Find a Mentor: Look for someone within your firm or outside who has the experience and perspective you admire. It might be your intake manager, a senior attorney, a legal marketing professional, or even someone in a completely different field who understands client experience and business growth.Don’t be afraid to ask: “Would you be open to meeting once a month so I can learn from your experience?” A good mentor won’t give you all the answers, they’ll teach you how to ask better questions.

• Join Professional Groups: The world of legal intake is bigger than your firm. Engage with professional communities focused on intake, client service, legal marketing, or business development. Groups like PILMMA (the Personal Injury Lawyers Marketing & Management Association) or Intake Academy communities provide fantastic networking opportunities. Inside these groups, you’ll find peers who share your challenges, ideas you can bring back to your team, and connections that can open doors down the line.

• Attend Workshops and Seminars: Whenever possible, get in the room. Workshops and seminars whether virtual or in-person are incredible opportunities to learn, meet industry peers, and gain fresh perspective. I’ve seen countless intake professionals attend one conference and come back to their firms energized, full of new strategies, and ready to drive change. One good workshop can fast-track your growth more than six months behind your desk.

Remember:

Your growth will accelerate when you surround yourself with people who challenge and inspire you. Don’t underestimate the power of relationships.  Mentorship and networking aren’t “nice to haves” they’re career accelerators. So ask yourself today: Who am I learning from? Who am I connected with? And if the answer is “not enough,” start building those connections. Your future self will thank you.

Understand the Business Side of Law

Beyond client interactions, understanding how your firm operates is crucial.

I’ll tell you something my friends and mentors Ken Hardison, Chris Mullins, and Harlan Schillinger have all reinforced for me time and again: Legal intake isn’t just about being good on the phone. It’s about being good for the business.

When you understand the business side of your firm, you stop operating in a vacuum.
You start seeing how your daily work impacts firm-wide goals, how every signed client contributes to revenue, how marketing and intake work hand-in-hand, and why efficiency and follow-through matter so much. I’ve watched intake professionals transform their roles by taking this step. They become strategic partners to their firm’s leadership, get invited into meetings. They help shape the client journey, not just execute it. And trust me that’s how careers accelerate.

So how do you begin to build this business awareness?

Action Steps:

• Learn About Marketing Efforts: Do you know where your firm’s leads come from? Which marketing channels drive the most qualified inquiries? Understanding your lead sources whether SEO, paid ads, referrals, or community outreach helps you tailor your intake approach.
  For example: leads from organic search may need more education. Leads from a paid campaign may require faster follow-up. When intake and marketing align, conversion rates soar.

• Know the Financial Basics: You don’t need an MBA but you do need to understand key financial concepts:
  • ROI (Return on Investment): How does the firm measure success from marketing spend?

  • Client Acquisition Cost: What does it cost to bring in a new client?

  • Case Value and Lifetime Value: How do different case types contribute to the firm’s bottom line?
    When you understand these numbers, you can have smarter conversations about intake strategy and demonstrate your value beyond call handling.

• Understand Case Management: Intake is the start of the client journey but what happens next? Learn the basics of your firm’s case management process:
  • What information do attorneys need from intake?

  • What happens after a retainer is signed?

  • How are clients onboarded and supported throughout their case?
    When you understand the full journey, you can ensure your intake process sets every case and every client up for success.

Being business-savvy makes you an invaluable asset to your firm.

When you understand how intake drives revenue, supports marketing, and connects to case outcomes, you stop being seen as an order-taker. You become a strategic contributor and that’s a seat worth earning. So ask yourself: What’s one business concept I could learn more about this month? Because knowledge is power and in this case, it’s career power.

Set Clear Career Goals

Ambition needs direction. I can’t tell you how many talented intake professionals I’ve met who say, “I want to grow in my career,” but when I ask, “What does that look like?” they don’t have a clear answer. Here’s the thing: without a defined path, even the best ambition can stall.
Clear goals turn aspirations into accomplishments. And when you take the time to chart your path, you put yourself in control of your future. Remember this: If you don’t manage your career, no one else will. So how do you move from “I want to grow” to “I’m growing in all the right ways”?
Here’s a process I teach intake professionals (and use myself!):

Steps:

• Set SMART Goals: I love SMART goals because they force clarity.
  Every goal you set should be:
  • Specific: “I want to increase my conversion rate by 10%,” not “I want to get better on calls.”

  • Measurable: You can track progress numbers don’t lie.

  • Achievable: Stretch yourself, but be realistic.

  • Relevant: Tie your goal to what matters for your role and the firm.

  • Time-bound: Set a deadline. Otherwise, it’s just a wish.
    Write your goals down. Share them with your manager or mentor. Make them visible so you stay accountable.

• Regularly Review Progress: Growth isn’t linear. You’ll have weeks where you crush your numbers and weeks where life gets in the way.What matters is consistent reflection. Block time once a month to review your progress:
  • Am I moving toward my goals?

  • What’s working?

  • Where do I need to adjust?
    Treat this time seriously. Your career is worth it.

• Celebrate Milestones:
  One thing we don’t do enough to celebrate wins. When you hit a goal, big or small pause to acknowledge it. Share it with your team. Recognize how far you’ve come. Celebrating milestones builds momentum and reinforces the habits that got you there.
  
  Remember: success is a series of small wins stacked on each other.

Your Role is the Firm’s Future

Intake professionals are more than just the first point of contact; they’re the foundation upon which client relationships are built.

By embracing growth, honing communication, leveraging technology, seeking mentorship, understanding the business, and setting clear goals, you’re not just growing in your role you’re shaping the future of your firm.

Remember, every great attorney-client relationship starts with you. Make it count.
Learn more at kerrijames.co.