Case Studies

Client acquisition in practice.

See how we apply acquisition, conversion and measurement thinking inside real law-firm growth problems.

CONVEYANCING

From sporadic lead generation to a more controlled acquisition system.

We worked with an Irish property law firm to improve how conveyancing opportunities were generated, qualified, progressed and measured.

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 CHANGED?

The work extended beyond the advert.

01

Acquisition

Paid social became more focused on intent and recognisable points in the property journey.

02

Qualification

The landing-page and intake journey captured more useful information about readiness and suitability.

03

Progression

Opportunities were followed beyond the initial enquiry rather than being treated as complete once a lead was generated.

04

Measurement

Performance was connected further down the funnel, towards quote, instruction and acquisition economics.

WHAT DID THIS REINFORCE?

The constraint isn't always at the top of the funnel.

More enquiries are useful when demand is the problem.

But if suitable opportunities are already entering the firm and failing to progress, adding more leads does not necessarily improve the commercial outcome.

That is why we look at acquisition from first interaction through to instruction, and why the work changes depending on where the real constraint sits.

WHAT COULD THIS LOOK LIKE FOR YOUR FIRM?

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

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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.

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