Industry guides
TraceClose for law firms
TraceClose doesn’t have a law firm template. Start with the Ad agency template (New lead, In conversation, Meeting scheduled, Meeting held, Proposal sent, Contract signed, Lost), which already talks about meetings and contracts, and rename the stages in Settings › Pipeline to match the way you work.
Step by step
Apply the Ad agency template
In Settings › Segment, click Use this template on the Ad agency card. It swaps “sale” for contract and keeps “lead”, “salesperson” and “meeting”.
Rename the stages
In Settings › Pipeline, for example: “Meeting scheduled” → “Consultation scheduled”, “Proposal sent” → “Fee proposal”. Triggers and events stay the same.
Decide on conversions
The template comes with sending turned on (Lead, Schedule, SubmitApplication and Purchase). Check the advertising rules for your practice area before running ads; if you prefer, turn it off in Settings › Operations.
Connect WhatsApp and Meta, and invite the team
Channels for the number, Integrations for Meta, Team for the attorneys and assistants who handle inquiries.
Why start from the Ad agency template
A law firm’s cycle looks like a B2B service: the person reaches out, talks to you, books a consultation, gets a proposal and signs (or not). The Ad agency template has exactly these stages and the right triggers:
| Template stage | Suggested name | How it moves | CAPI event |
|---|---|---|---|
| New lead | New contact | Entry, automatically | Lead |
| In conversation | Intake | First reply trigger | — |
| Meeting scheduled | Consultation scheduled | Trigger when you use Schedule meeting | Schedule |
| Meeting held | Consultation held | Trigger when you mark it Held | — |
| Proposal sent | Fee proposal | By dragging | SubmitApplication |
| Contract signed | Retainer signed | By dragging; opens the record with the amount | Purchase |
| Lost | Lost | By dragging; asks for the reason | — |
Renaming doesn’t change behavior: the type, trigger and event stay. If you want an extra stage (“Documents pending”, for example), use Add stage with the Open type. Another option is the Other (custom) template, which is leaner (New, In progress, Meeting scheduled, Won, Lost) and uses the default terms.
Advertising and conversion sending
TraceClose doesn’t know your profession’s rules: the firm decides what to advertise. As for sending to Meta, here’s what goes out: the stage event and, on a sale, the recorded amount, with hashed email, phone and name. The reason for the consultation, internal notes and the stage name are not sent to Meta. If you’d rather send nothing, turn it off in Settings › Operations › Send conversions; the dashboard still shows the source and cost of each client. See data sent to Meta.
Who handles inquiries: rotation or a dedicated attorney
- Central intake. One or two people as Salesperson in the rotation handle the first conversation. Then the manager uses Reassign in the lead panel to hand it to the attorney for that practice area, with a reason.
- By practice area. Create one tracked link per practice area (“employment”, “social-security”) with a Fixed salesperson. Whoever clicks the employment link goes straight to that area’s attorney, even outside the rotation.
- Pause. Attorney in court all day? In Team, Pause takes them out of the rotation without removing their access.
Example: Example Law Firm
Example Law Firm (fictional) advertises employment and Social Security consultations. In a sample month: $2,400.00 in spend, 120 paid leads, 30 consultations held, 8 contracts with $24,000.00 in recorded fees. CPL of $20.00, cost per consultation held of $80.00, CAC of $300.00, ROAS of 10.0. In UTM and links, the “social-security” link got fewer clicks and twice the contracts.
Record as the sale amount whatever you want to measure: the initial fee, the signed contract or the estimated case value. Use the same criteria every month so ROAS stays meaningful.
Didn’t work? See…
- How to edit stages, types and triggers: stage types and triggers.
- Attorney isn’t getting contacts: salesperson isn’t getting leads.
- All available templates: segment templates.
Frequently asked questions
Is there a pipeline template for lawyers?
No. Use the Ad agency template (meeting, proposal and contract) or Other (custom) and rename the stages in Settings › Pipeline.
Can I change “lead” to “client” on the screen?
The terms come from the template and can’t be edited one by one. The Ad agency template uses lead, salesperson, meeting and contract.
Does TraceClose send the subject of the consultation to Meta?
No. Only the stage event, the sale amount and hashed contact details are sent. Notes, messages and the stage name stay in TraceClose.
See the path from ad to sale in your WhatsApp.
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