The team at DIGITIC has worked with hundreds of law firms across the country to understand not just how to increase visibility online, but how to convert that visibility into real leads and signed clients. Through this work, we studied how potential clients actually contact law firms when they’re ready to reach out. Our research looked at lead interactions across multiple practice areas. The results shed light on the different ways prospects engage with law firms — and why live chat has become a no-brainer option to add to your website.
DIGITIC’s Lead Data Research
37% of leads come from live chat – this is the main takeaway from the study and what we’re hoping all law firms understand. There are essentially three ways a new prospect can contact your firm, which are from a phone call, submitting a contact form, and one that some firms ignore is from live chat. When we broke down the three contact channels where potential clients initiate first contact, we found the percentages interesting. We assumed, and were correct, that phone calls are the most common, and probably the best type of lead, but we also discovered that live chat conversation occurred at a much higher clip than contact forms.
Here is the breakdown:
- Phone Calls – 55% of all leads
- Contact Form Submissions – 13% of all leads
- Live Chat Conversations – 37% of all leads
The takeaway? While phone calls remain the largest source of first contact, live chat now makes up more than one-third of leads — far surpassing traditional web forms. This trend shows how the modern legal client prefers real-time interaction and immediacy when they’re searching for an attorney.
The other benefit of live chat is your lead has the ability to speak and engage with someone at the first, making it less passive versus someone filling out a web form and waiting to hear back from you. There is a higher chance that the same person who filled out the form and decides to wait probably filled out a form from a competitor law firm. Now you’re in the game of “who can call that person back the fastest” in order to speak with them and potentially sign them as a new client.
What Is Live Chat Software for Law Firms?
Live chat software allows website visitors to instantly connect with your law firm through a chat window, either with a real human or an AI-enabled chatbot. Unlike static contact forms, live chat enables prospects to ask questions, clarify details, and gauge responsiveness before making a call or booking a consultation.
Features of Live Chat Software
- 24/7 Availability: Capture leads even outside office hours.
- Instant Responses: Eliminate the wait time that deters prospects.
- Lead Qualification: Gather details quickly to determine case fit.
- Integration with CRM: Syncs with case management systems for seamless intake.
- Custom Branding: Reflect your law firm’s tone and professionalism.
In short, live chat bridges the gap between passive browsing and active client conversion. It gives prospects the confidence that your firm is accessible, approachable, and ready to help.
The Data Behind Live Chat’s Impact
As noted earlier, our study revealed that 37% of all leads came through live chat — almost three times as many as standard contact form submissions. Why does this matter?
- Higher Engagement: Prospects who use live chat are already signaling strong intent. They want answers quickly, and your firm’s responsiveness sets the tone for trust.
- Reduced Drop-Off: Contact forms often get abandoned, especially on mobile. With live chat, the barrier to entry is lower, so more visitors engage.
- Immediate Differentiation: Firms with live chat show prospects that they value accessibility. In competitive markets, this is often the deciding factor.
Best Practices for Law Firms Using Live Chat
Live chat works best when it’s implemented with care and aligned with client expectations. Here are key best practices:
Make It Human-Centered
AI chat bots are acceptable, but using live chat software with real human interactions will help improve conversion rates, and can be less frustrating for your website visitors. Even if your system uses AI, make the tone conversational and approachable. Prospects want to feel like they’re engaging with your firm, not a robotic script.
Train Operators or AI Scripts for Legal Sensitivity
Law is a high-stakes industry. Ensure that your live chat team or AI script avoids offering legal advice, instead focusing on listening, empathy, and guiding prospects toward consultations. Most live chat software that focuses on law firms understands this already and doesn’t give out legal advice. If you need recommendations on live chat solutions, feel free to give us a call.
Offer Multilingual Options
Clients come from diverse backgrounds. Offering Spanish (and other language) support can broaden your lead pool and create trust instantly.
Integrate with Intake Systems
Don’t let leads fall through the cracks. Connect live chat directly to your CRM or intake process so every inquiry is tracked and followed up promptly.
Monitor and Measure
Review chat transcripts regularly. This not only helps improve lead handling but also uncovers common client questions that can inform website content and FAQs. Most live chat software options have reports readily available.
Provide 24/7 Coverage
Many prospects search for attorneys outside business hours. A mix of AI and human coverage ensures you don’t lose valuable leads at night or on weekends. This is important for many reasons, but we’ve seen the data that prospects call during after hours on weekdays, as well as, the weekends.
How DIGITIC Helps Law Firms Implement Live Chat
Adding live chat isn’t just about installing a widget. It requires the right technology, strategy, and reporting to maximize results. At DIGITIC, we guide law firms through every step:
1. Software Selection & Setup
We evaluate your practice’s needs and recommend the best live chat solutions — whether that’s AI-enabled bots, human operators, or a hybrid system. Our setup ensures the chat integrates seamlessly with your website and case management systems.
2. Customization & Branding
Your live chat should sound and feel like your firm. DIGITIC creates scripts, workflows, and branding that align with your voice, so prospects feel they’re interacting directly with your firm from the first message.
3. Lead Tracking & Reporting
We don’t just implement — we measure. DIGITIC provides reporting that breaks down how many leads come from live chat, phone calls, and contact forms. This transparency shows you where your marketing dollars are working hardest.
4. Ongoing Optimization
Client behavior evolves. We monitor performance and refine your live chat system over time to improve lead quality, reduce drop-offs, and increase conversions.
Capture More Quality Leads
With 37% of leads coming from live chat alone, it’s an essential channel to capture more prospects, qualify leads faster, and win better cases. Phone calls still dominate, but live chat is now a close second and growing. Live chat is no longer optional for law firms that want to grow in today’s competitive market.
By partnering with DIGITIC, law firms can implement live chat strategically, ensuring it drives measurable results and integrates seamlessly with their intake process. From choosing the right software to analyzing performance, we do SEO for law firms that turn searches into signed clients.