DO YOU KNOW WHERE YOU STAND?

How well is your client acquisition actually working?

It's relatively easy to see how many enquiries are coming in. It's much harder to know whether they're the right enquiries, what happens after they arrive, and how many ultimately become clients.

That's where the picture often becomes less clear. An enquiry might look like a successful marketing outcome, but commercially, it's only the beginning.

What happens between that first interaction and instruction can make just as much difference to growth.

ACQUISITION DOESN'T END AT THE ENQUIRY

Client acquisition has two sides.

01 /

Better Demand

Generate more of the enquiries your firm actually wants.

Intent

Relevance

Readiness

Volume

02 /

Better Progression

Turn more suitable enquiries into instructions.

Response Speed

Qualification

Follow-Up

Intake Experience

We look at both sides of client acquisition: whether you're generating the right opportunities, and how effectively those opportunities become instructions.

DO YOU KNOW WHAT AN INSTRUCTION COSTS?

Follow the numbers all the way to instruction.

Every stage of client acquisition affects the next. Better enquiries create more opportunities to progress. Better progression turns more of those opportunities into instructions. We look at the whole journey because the economics are shaped by all of it.

Monthly paid acquisition figures

Acquisition Spend €2,000 Paid Enquiries 100 Suitable Enquiry Rate 58% Of your paid enquiries, how many are genuinely suitable for your firm? Quote Rate 53% Of those suitable enquiries, how many progress to receiving a fee quote? Instruction Rate 45% Of those quoted, how many go on to instruct your firm?

Modelled Scenario

Spend stays the same. Adjust the figures to see what modest improvements across the funnel could change.

Based on the variables selected. Not a forecast of future performance.

Acquisition Spend €2,000 Current €2,000 · No change Paid Enquiries 110 Current 100 · +10% Suitable Enquiry Rate 63% Current 58% · +5pp How many paid enquiries are genuinely suitable? Quote Rate 60% Current 53% · +7pp How many suitable enquiries receive a quote? Instruction Rate 50% Current 45% · +5pp How many quoted prospects instruct?

Current Performance

14

Instructions / Month

€143

Cost per Instruction

Paid Enquiries 100

Suitable Enquiries 58

Quotes Sent 31

Instructions 14

Modelled Performance

14 → 21

Instructions / Month

+7

€143 → €95

Cost per Instruction

−33%

Paid Enquiries 100 → 110

Suitable Enquiries 58 → 69

Quotes Sent 31 → 41

Instructions 14 → 21

HOW DOES THIS WORK IN PRACTICE?

From sporadic lead generation to a measurable acquisition system.

THE STARTING POINT

We worked with an Irish property law firm that wanted more control over how it won new business.

When we started working with the firm, it was already generating conveyancing enquiries through third-party property platforms, referrals and occasional paid social campaigns.

The issue wasn't simply lead volume. The firm had limited control over who entered the funnel through some of these sources, how ready they were to appoint a solicitor, and what happened between an enquiry being generated and a client ultimately instructing.

So we looked beyond the lead itself. Had the prospective purchaser found a property? Were they still viewing or already sale agreed? Where were they with mortgage approval? Were they buying a new build or second-hand property? Were Help to Buy or the First Home Scheme involved?

We wanted to understand what separated an enquiry from a genuine opportunity to instruct.

WHAT WE FOUND

We found that where someone was in their property journey mattered enormously.

Two people could enquire about exactly the same conveyancing service while representing very different opportunities.

One might still be viewing properties and arranging mortgage approval. Another might already be sale agreed and need to appoint a solicitor so the auctioneer could issue the Sales Advice Note.

Both were potential clients, but they weren't equally ready to instruct.

That changed the question we were trying to answer from "How do we generate more conveyancing leads?" to "How do we generate more opportunities from people approaching the point of instruction?"

PAID ACQUISITION

We rebuilt the advertising around intent, not just lead volume.

We developed paid-social creative around recognisable moments in the property-buying journey, particularly the point at which the need for a solicitor became more immediate.

Sale agreed became particularly important. We built concepts around questions such as "Sale agreed, now what?", the stages between sale agreed and getting the keys, the paperwork involved, and what buyers should expect next.

We weren't trying to manufacture urgency. We were aligning the advertising with urgency that already existed in the prospective client's transaction.

That gave us a more deliberate way to reach people closer to the point at which legal representation was actually required.

THE JOURNEY

We made what happened after the click part of the acquisition strategy.

We carried the same thinking into the landing-page journey.

Rather than sending prospects into a generic enquiry experience, we aligned the page with the circumstances that had brought them there and introduced qualification questions around information that actually mattered to the firm.

That included first-time buyer status, property type, mortgage position, relevant purchasing schemes and where the prospect was in their transaction.

We wanted the firm to know more about an opportunity before the first conversation took place, making the landing page part of the qualification process rather than simply somewhere to capture contact details.

INTAKE & PROGRESSION

We worked on what happened once those opportunities reached the firm.

We didn't treat the form submission as the end of our involvement.

We worked on the initial conversation and qualification process so the firm could establish whether a purchaser was still viewing or already sale agreed, where they stood with mortgage approval, whether the property was new build or second-hand, whether a purchasing scheme applied and what their likely timeline looked like.

We also worked on what happened afterwards, including how fee information was provided, how suitable opportunities were followed up and how different stages could be reflected in the firm's pipeline.

The objective was simple: when acquisition generated a good opportunity, the rest of the process needed to give it a reasonable chance to become an instruction.

MEASUREMENT

We followed performance beyond the enquiry.

We still measured spend, traffic, enquiry volume and cost per lead. But we stopped allowing those numbers to tell the whole story.

Paid Enquiry Contacted Suitable Quote Instruction

That meant we could see whether paid acquisition was generating people the firm actually wanted to speak to, whether those opportunities were progressing, and ultimately what it was costing to acquire an instruction.

It also gave us a better way to diagnose performance. If enquiries weren't suitable, we could look upstream at positioning, creative and qualification. If suitable opportunities were being generated but weren't progressing, we could look further down the funnel.

We didn't have to assume that every acquisition problem required more leads.

THE RESULT

We built a more controlled route from paid enquiry to instruction.

We ultimately changed much more than the firm's advertising.

We made paid acquisition more focused on intent. We built creative around recognisable stages in a property transaction. We used the landing-page journey to support qualification. We improved the information available before the first conversation. We followed suitable opportunities further through the funnel. And we connected marketing performance to what happened afterwards.

Most importantly, we had a clearer basis for deciding what needed improving next.

Instead of asking "How do we get more leads?", we could ask a much more commercially useful question:

"Where in the acquisition journey is the biggest opportunity to improve?"

That experience helped shape the approach we use at TWOMEY today.

Less focus on generating leads. More focus on generating opportunities to instruct.

WHAT DO WE ACTUALLY IMPROVE?

Sometimes you need better, not more.

Paid Acquisition

Reach more people who are actually in a position to instruct.

Positioning & Creative

Give the right clients a clearer reason to choose your firm.

Landing Pages & Conversion

Turn more relevant interest into enquiries.

Intake & Qualification

Know which enquiries are worth progressing.

CRM & Automation

Make good follow-up harder to miss.

Measurement & Attribution

Know what becomes new business.

WHERE DO WE START?

We start with what your acquisition system actually needs.

Different firms have different constraints. The right place to start depends on what is already working, where opportunities are being lost, and what is most worth improving.

01 /

Not enough suitable enquiries

Demand Positioning Paid Acquisition

02 /

Plenty of enquiries, too few instructions

Qualification Follow-Up Intake

03 /

Good performance, poor visibility

CRM Tracking Attribution

04 /

Strong funnel, ready to scale

Acquisition Testing Expansion

Find the constraint. Improve what matters. Measure what changes.

WHY NOT JUST USE A MARKETING AGENCY?

Because generating the enquiry is only part of the job.

We look beyond marketing performance to what happens after someone enquires, how suitable opportunities progress, and what ultimately becomes new business.

MEASURED TO

Enquiry

Advertising Campaigns are launched to generate demand.

Clicks Performance is optimised around response and traffic.

Enquiries Leads become the primary conversion outcome.

Lead generated Marketing can look successful at this point.

Marketing performance is visible here

MEASURED TO

Instruction

Demand Are we attracting the right prospective clients?

Enquiry Who is actually entering the funnel?

Qualification Are they suitable and ready to progress?

Progression What happens after the initial enquiry?

Instruction How many opportunities become clients?

Acquisition economics What does it actually cost to win new business?

Acquisition performance continues beyond the enquiry

WHO DO WE WORK BEST WITH?

Firms that are serious about improving how they win new business.

You don't need a perfect acquisition system. You do need the appetite to improve it, the capacity to take on more of the right work, and a willingness to measure what becomes business.

Growth Appetite

An ambition to win more of the right work

Capacity

Room to take on additional matters

Willingness to Improve

Open to changing what isn't working

Commercial Thinking

Interested in what becomes business

Strong Fit

The foundations are there to build on.

The strongest results come when both sides are aligned on what growth should look like.

WHAT SHAPED OUR APPROACH?

"Better marketing wasn't enough."

I've spent a decade working across sales and marketing. One thing became increasingly clear: the two perform better when they're treated as parts of the same commercial system.

Working within legal services made the disconnect particularly obvious. Marketing was generating enquiries, but the real commercial questions started afterwards. Were they the right enquiries? Were they ready to instruct? What happened after they came in? And how many actually became clients?

That's the gap Twomey Partners was built to close.

Bringing acquisition and conversion together, with performance measured all the way through to instruction.

Jordan Twomey

Founder, Twomey Partners

WHERE DO WE GO FROM HERE?

See where better acquisition could take your firm.

Let's start by understanding where you are today and where the biggest opportunity could be.

INITIAL CONVERSATION

AVAILABLE

Client Acquisition Review

30 MINUTES

A focused conversation about your firm's current acquisition system and where there may be room to improve.

01

How you're currently winning new business

A look at the acquisition approach you have today.

02

Where opportunities may be getting lost

From generating the right enquiries through to progression.

03

What could be most worth improving

The areas most likely to make a commercial difference.

Book a Call →

A client acquisition partner for law firms, focused on better demand, better progression and stronger commercial outcomes.

Turn more of the right enquiries into instructions.