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Legal Services / Employment Law
From manual intake to automated lead machine for employment lawyers
How it started
Ontslagrecht Juristen Nederland helps employees and employers with dismissal cases, settlement agreements (VSOs), and employment law disputes. Their team of specialized lawyers handles a high volume of intake requests daily. Growth was strong, but the commercial infrastructure couldn't keep up. Leads came in via phone, web forms, WhatsApp and ads, but there was no structured follow-up. Response times varied, leads fell through the cracks, and there was zero visibility into pipeline performance. Sales Surge was brought in to build a scalable intake and follow-up system that would fit the pace and complexity of legal services.
The Challenge
No centralized intake
Leads arrived via multiple channels (website forms, phone, WhatsApp, ads) without a single system connecting them. Follow-up depended on who noticed the lead first.
Inconsistent response times
Some leads were contacted within an hour, others after days. There was no SLA, no tracking, and no accountability for response speed.
Unfair lead distribution
Without a structured system, some lawyers received more leads than others. Distribution depended on availability and coincidence, not a fair rotation.
No pipeline visibility
Management had no real-time overview of intake volume, conversion rates, response times, or workload per lawyer. Decisions were made on gut feeling.
A strong legal team with growing demand, but an intake process that couldn't scale.
What we built
We designed and implemented a complete lead intake and follow-up system in Pipedrive, integrated with the existing WordPress website and Google Workspace.
Pipedrive as central intake hub
Custom intake pipeline: New Lead → Contact Attempt → Intake Scheduled → Documents Received → Case Active → Signed
All website form submissions automatically create contacts, organizations and deals in Pipedrive
WordPress form embed (Classic + Block editor) with fixed embed code that works across all pages
Fair round-robin distribution
Automatic lead assignment based on round-robin rotation across all lawyers
Distribution based on registered user emails ensures equal workload
Transparent tracking of leads per lawyer for management oversight
SLA tracking and automated follow-up
4-hour SLA timer starts automatically when a new lead enters the pipeline
Automatic stage updates and task creation when SLA thresholds are approaching
Auto-lost flow: after 2 unanswered call attempts + 3 emails without response, deal moves to Lost
Email templates and sequences
Professional email templates for every stage: first contact, follow-up, intake confirmation, document request
Configurable as draft or auto-send depending on the lawyer's preference
Shared/group mailbox integrated in Pipedrive for full team visibility and automation support
CloudTalk integration (pilot)
CloudTalk trial for 4 users with call logging directly in Pipedrive timeline
AI-powered call summaries for faster case handover between colleagues
Click-to-call from Pipedrive for immediate lead response
Document handling and digital signing
Google Drive connected for centralized file and template storage
Engagement letter template (Word) prepared for digital signature workflow
Attachment uploads available on forms once trial account is activated
Dashboards and reporting
First response time tracking per lawyer
Conversion rates per pipeline stage and per lead source
Workload distribution overview and lost reason analysis
Leadfeeder tracking
Leadfeeder script deployed via GTM for website visitor identification
Company-level intent data feeding into Pipedrive for proactive outreach
Integration ready for enrichment of anonymous website traffic
The Impact
4-hour response SLA
Every new lead gets a response within 4 working hours. No more leads waiting days for a callback. The SLA timer ensures accountability and speed across the entire team.
Zero leads lost
Round-robin distribution and automated follow-up ensure every single lead is contacted. The auto-lost flow catches unresponsive prospects systematically instead of letting them disappear.
Full pipeline visibility
Management sees real-time intake volume, conversion per stage, response times, and workload per lawyer. Decisions are now data-driven instead of based on assumptions.
Fair workload distribution
Round-robin assignment ensures every lawyer gets an equal share of incoming leads. No more cherry-picking or accidental overload on one team member.
What used to be a manual, unpredictable intake process is now a structured, measurable system. Every lead is tracked, every follow-up is timed, and the team can focus on what they do best: helping clients with their employment law cases.
What's next
CloudTalk activation: rolling out AI call summaries and full call logging in Pipedrive for all 4 users
Meeting scheduler setup: Google Calendar + Drive integration for automated intake appointment booking
Dashboard refinement: weekly review sessions to fine-tune KPIs and identify conversion bottlenecks
Digital signing activation: engagement letter workflow with automated document generation and e-signature
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