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The ACTS Method

Built forthe wholeclient journey

Four pillars working at the same time,built around the way legal clients actually choose a lawyer.Designed for small Ontario firms, inside Law Society of Ontario rules.

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The client journey

Every client arrives through the same four stages.

The ACTS Method is the fixed marketing model CaseLoad Select builds and runs for small Ontario law firms. It has four pillars: Authority, Capture, Target, and Screen. All four run at the same time from the first month, across every stage of the client journey.

Something happens. They look for answers before they look for a lawyer. Then they compare, and then they call.

1 Unaware No legal problem yet, or no idea one exists. Life goes on as usual.
2 Research Something happened. They search for answers to their questions before they search for a lawyer.
3 Vendor selection They compare lawyers and decide who deserves a call. The moment of truth.
4 Hire They choose their lawyer and reach out. The decision is made.
No needSigned retainer
Why every stage matters at once

Nearly every firm fights over the same three percent.

3%
“Only about 3% of any given market is in the Vendor Selection stage.”
Stickel and Hauser · Law Firm Growth Accelerator · United States

Nearly every firm fights over this 3 percent at the moment of comparison. The other 97 percent are earlier in the journey, where trust is still being built.

42%
“42% of consumers surveyed say that if they like the first lawyer they speak with, they won't need to speak with any others.”
Clio · 2019 Legal Trends Report · United States

The first conversation carries the decision. The firm that arrives with context keeps the client from shopping further.

This journey is why the ACTS Method exists. A firm can win or lose the client at any stage, so all four pillars work every stage at the same time. That is also why the method is a fixed set of tactics. Anything that does not serve the journey does not serve the firm.

Four pillars. Always on.
A Authority Make the right clients recognize why the firm matters to them.
C Capture Build the presence that helps the right clients find the firm.
T Target Direct paid demand toward the matters the firm wants more of.
S Screen Organize inquiry context before lawyers select what happens next.
One foundation Desired Client and Matter Definition
Framework adapted from Law Firm Growth Accelerator by Andrew Stickel and Bill Hauser · Survey data from the Clio 2019 Legal Trends Report, United States
The four pillars

Every pillar, working at the same time.

Each pillar is a discipline with its own deliverables. None of them waits for another to finish. The method runs all four from the first month.

A

Authority

Authority Assets

The right clients trust the firm before the first call. Positioning, content, and reviews build a reputation that compounds from day one and keeps working when paid demand is off.

Includes
  • Brand positioning strategy
  • Content strategy and production
  • Review generation and management
  • Ontario market positioning inside Rule 4.2
How Authority builds recognition before the fee question
C

Capture

Conversion Architecture

The firm appears where the right clients search. The website, the local search presence, and the directories work as one surface calibrated to convert the cases the firm wants.

Includes
  • Website design and build
  • Local SEO and keyword strategy
  • Google Business Profile management
  • Citation building and directories
  • Rank tracking and reporting
  • CRM database and automated client follow-up
How Capture puts the firm where clients search
T

Target

Targeted Demand

Paid demand aimed at the specific matters the firm wants more of. Campaigns, copy, and landing pages are calibrated to the case type, and every landing page names the conditions a prospective client must meet.

Includes
  • Google Ads management
  • Landing pages per case profile
  • Call tracking and attribution
  • Multi-language campaigns
  • Cold lead recovery
How Target points paid demand at the matters you want
S

Screen

Strategic Qualification

The Screen scores every inquiry before it reaches the lawyer. The strongest matters arrive with context, and the lawyer decides what happens next.

Includes
  • Screen intake scoring
  • Continuous intake agent
  • Priority routing
  • CRM and pipeline setup
  • Missed-call text-back
  • Appointment scheduling
How the Screen turns an inquiry into a lawyer-ready brief
One system

Structure before spend.

The ACTS Method runs the four pillars as one system from the first month.

Authority lowers the cost of every click Target buys. Capture gives Authority somewhere to land. Screen turns the demand the other three create into signed matters. Each pillar makes the others worth more. That is what compounding means in practice.

Working principles

The principles behind the fixed set.

The set is fixed by design. Four commitments explain how that protects the result.

Volume, every lead desired.

The method generates leads at volume. Each one is matched against the firm's Desired Client and Matter Definition, so the lawyer's time lands only on inquiries worth it.

Built for Canada.

Every tactic is calibrated to the Canadian market and the way legal clients hire here, inside the Law Society of Ontario Rules of Professional Conduct.

Reporting built for decisions.

Every report exists to make a decision: what to fund, what to fix, what to stop.

One fee for the whole firm.

The flat monthly fee covers every user and every channel, because the system serves the firm.

Inside the rules

Built inside Law Society of Ontario Rule 4.2.

Every claim the method publishes, every ad it runs, and every word the intake agent says operates inside Rule 4.2-1 of the Rules of Professional Conduct. No superlatives. No guaranteed outcomes. No representations about specialization. Compliance is part of the design here, from the first draft, and a barrier competitors working from US templates cannot cross.

See the five checks every draft passes through
Questions about the method

Clear answers before the work begins.

Authority, Capture, Target, and Screen. Four disciplines that run at the same time across the whole client journey, from the moment a prospective client starts searching to the moment they sign.

The method comes as one system. Authority makes every click cheaper, capture gives authority somewhere to land, and screening turns demand into signed matters. The pillars produce results together, so the set stays whole.

Target and Screen produce movement in the first weeks. Authority and Capture compound over months, with benchmarks at day 90, month 6, and month 12. We share those benchmarks in the diagnostic and report against them monthly, so progress is always measured against a plan we agreed on together.

Yes. Copy, ads, and the AI intake agent are designed inside Rule 4.2-1: no superlatives, no outcome guarantees, no representations of specialization.

One flat fee of C$3,500 per month, HST included, covering all four pillars. No per-user pricing and no channel surcharges.

Small Ontario law firms, typically one to five lawyers, that want better matters, one accountable marketing relationship, and no internal marketing department.

Next step

Select better cases that
build the practice you want 

Book a working call. We will map your firm's client journey and show you where the four pillars would start.

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