Scott Berry, fractional Chief Marketing Officer and founder of MarketCrest, was recently featured on the American Academy of Matrimonial Lawyers (AAML) website for his article, “Your Underrated Staff Who Hold the Key to Profitability and Growth.”
In the piece, Scott highlights a costly blind spot many law firms share: underestimating the revenue impact of their receptionists, intake staff, and closers. Drawing from nearly a decade of experience helping family law firms nationwide, he explains that even “good” intake teams often leave tens—or even hundreds—of thousands of dollars in lost revenue on the table every year.
Scott urges firm leaders to stop chasing new leads and instead optimize the conversion process. By improving how incoming calls, form submissions, and consultations are handled, firms can achieve significant growth without increasing ad spend. He breaks the intake journey into three key phases—Pre-Consult, Attorney Consult, and Post-Consult—each offering opportunities to strengthen client conversion and retention.
The article provides actionable steps for law firm owners:
- Audit and document the intake process to identify breakdowns.
- Use tools like CallRail to track performance and coach intake staff.
- Create scripts and KPIs to measure consistency and success.
- Leverage technology (such as MyCase) to automate tracking and reporting.
“Firms with strong intake systems often schedule fewer consults—but close more of them,” Scott writes. “That’s efficiency. That’s profitability.”
The feature underscores MarketCrest’s mission: helping law firms achieve scalable growth through smarter systems, marketing, and training.
Read the full article on AAML:
Your Underrated Staff Who Hold the Key to Profitability and Growth
