The Challenge
Website enquiries often arrived with too little information for the sales team to judge fit or readiness. Each lead triggered the same work: make first contact, ask the qualifying questions, assess intent and then enter the details into the CRM and project management system.
That made prioritisation difficult. A warm prospect could sit behind a colder lead, while someone who was not yet ready could fall away without the right follow-up. As enquiry volume grew, the firm needed a way to handle more opportunities without adding administration at the same rate.
Our Approach
We mapped the qualification signals the team already used and turned them into a short SMS conversation triggered by a website enquiry. The questions were written to collect the information the team needed without making the first interaction feel like a form.
Each response feeds a cold-to-warm lead ranking and determines the next step. Qualified prospects are invited to book a call. Leads that are not yet ready enter an email nurture sequence tailored to their status, while the team retains control of the sales conversation and final assessment.
- 01
Qualification by SMS
A new website enquiry triggers a structured SMS exchange that gathers the prospect’s needs, readiness and other agreed qualifying details before a team member makes contact.
- 02
Cold-to-warm lead ranking
The system interprets the responses against the qualification criteria and assigns a lead status, giving the sales team a clear order for follow-up and useful context for each conversation.
- 03
Booking or tailored nurture
Qualified leads are prompted to choose a time with the team. Prospects who are not ready to book receive email content matched to their lead status rather than being discarded or chased manually.
- 04
CRM and project updates
Lead details, qualification responses, ranking and next steps are recorded automatically in the CRM and project management tool, keeping both systems current without duplicate data entry.
Outcomes & Impact
warmest leads surfaced for the sales team first
qualified prospects guided directly to a call
lead records kept current across both systems
The sales team can open the pipeline and see each prospect’s responses, lead status and next step in one place. The warmest leads are surfaced first, allowing the team to respond with the right priority and tailor the conversation to what the prospect has already shared.
Removing repeated data entry gave the team back hours previously spent maintaining lead records. That time could be used to call more prospects, increasing team productivity and helping Milic Lawyers handle greater enquiry volume with a smaller headcount.
“Our leads are now being qualified and booked before we even see them. The systems Think Online put into place are bringing in leads without us having to be involved.”
Why This Matters
The value of lead automation is not simply a faster first response. It is giving the team a better basis for deciding who to contact, when to contact them and how to approach the conversation.
For Milic Lawyers, the system did not replace personal contact. It prepared each interaction and removed the administration around it, so the team could spend more of its time speaking with the prospects most likely to move forward.