Qualified Lead on Contact Percentage (QLOC%)
When it comes to growing your law firm, making data-driven decisions is incredibly important. One of the most valuable—but often overlooked—metrics is Qualified Lead on Contact Percentage (QLOC%). This metric measures the percentage of leads that, once contacted, turn into contracts sent.
QLOC% pairs perfectly with another must-track metric: Qualified Lead Percentage (QL%), which measures how many contracts you’re sending compared to your total leads. QL% gives you a big-picture view of your overall conversion rate, but it’s only half the story.
If your QL% is low, the real question is:
- Are you dealing with poor lead quality?
- Or could a better intake process—one that contacts more leads—boost conversions?
This is where QLOC% comes into play. It focuses exclusively on the leads your team actually makes contact with, helping you separate lead quality from intake performance. Here’s how it breaks down:
- Lead Quality Insight – A high QLOC% signals solid lead quality from a given marketing source. Your next step is figuring out how to increase your contact rate and turn more of those leads into signed clients.
- Process Optimization – A low QLOC% suggests weak leads that could be wasting your intake team’s time. In this case, it’s time to rethink your pre-qualification criteria or reevaluate the lead generation source.
Why You Need to Care About QLOC%
While QL% shows you how many total leads are converting into contracts, QLOC% reveals your true opportunity.
It helps answer a crucial question:
How many more cases could we bring in if we improved our intake process and contacted a higher percentage of our leads?
Tracking both QLOC% and QL% gives you the full story—how well your marketing is working and how much growth potential is sitting right there in your intake pipeline. Together, these metrics empower your firm to fine-tune both lead generation and intake performance for serious results.
