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The ACTS Method · Capture

Be therewhen theystart looking

Your website, your search presence, and your listings,engineered so the right clients find the firm firstand know exactly what to do next.

Start a conversation See the four surfaces
The moment of search

The moment that decides who gets the call.

Capture is the second pillar of the ACTS Method: the website, the local search presence, the content surface, and the engagement layer, built and run by CaseLoad Select so the right clients find an Ontario law firm first and know exactly what to do next. Four surfaces, one presence.

A prospect who does not know a lawyer asks people they trust, then searches on their own. Even a referred prospect searches before calling: the referral gets the firm considered, and what the search shows gets it contacted. Either way, the call is decided by what they find: the website, the map listing, the reviews, the directories.

1UnawareNo legal problem yet, or no idea one exists.
2ResearchSomething happened. They search for answers before they search for a lawyer.
3Vendor selectionThey compare a handful of firms in minutes. A firm whose presence frames it well gets asked about fit. A firm whose presence says little gets asked how much.
4HireThey choose their lawyer and reach out. The decision was made a stage earlier.
No needSigned retainer

This is the third moment of the client journey the ACTS Method is built around. Capture builds and runs the surfaces so the firm is present, credible, and easy to contact at that exact moment.

The surfaces

Four surfaces. One presence.

The website is the highest-leverage real estate the firm owns, and the same discipline extends to every surface the prospect looks at next.

1

Website and conversion paths

The firm's website, structured around the positioning and calibrated to convert the cases the firm wants. Every page has a job, and every visitor has a clear path to contact. The first screen answers three questions: who the firm helps, what the firm takes on, and how to make contact, by phone or by form, at 2pm or 2am. Every build meets WCAG accessibility standards, the benchmark behind Ontario's accessibility law, so the website works for every visitor.

Includes
  • Firm website and conversion paths
2

Local search presence

The firm appears where buyers search: Google, Bing, Apple Maps, and the directories that prospects and search engines cross-check.

Includes
  • SEO and AEO foundations
  • Google Business Profile
  • Bing Places and Apple Business Connect
  • Directory, citation, and NAP consistency
3

Content surface

Articles, posts, and profile content that give search engines and AI assistants a reason to surface the firm when a prospect asks the right question. A reputation built in public does the convincing before the first call.

Includes
  • Journal and long-form content
  • LinkedIn firm-page content
  • Google Business Profile posts
4

CRM and engagement layer

The firm's client database, and the follow-up that runs on top of it. Every inquiry, client, and referrer is recorded with the source it came from, then worked on a schedule the firm never has to keep. This is the surface a firm is least able to build for itself, and the one that keeps producing between campaigns.

Includes
  • Client database with every inquiry recorded at source
  • Automatic follow-up for form leads who did not finish
  • Missed-call text-back and no-show recovery
  • Review requests after matters close
  • Referral and past-client nurture sequences
  • Reactivation of contacts who have gone quiet
Why one channel plateaus

Built to compound.

Every channel has its own speed and its own ceiling. Paid demand buys reach immediately and stops when the spend stops. Organic visibility builds slowly, then keeps working.

A firm relying on a single channel cannot tell whether a quiet month is the market or the channel, because there is nothing to compare against. Capture builds the half that compounds. Target covers immediate reach, pointed at the same matters. The two run at the same time, and the reporting shows which surface produced what.

1 Website 2 Local search 3 Content 4 CRM and engagement

Surfaces 2 and 3 compound: local search and content keep working after the work stops. Surface 1 converts what they bring. Surface 4 holds the database that outlives every campaign and keeps working the relationships already in it.

If your phone only rings for the lowest quote, the market priced the firm. Positioning prices the work.

The responsiveness evidence

The firms that respond are the firms that get hired.

79%
“79% of legal consumers expect a response within 24 hours of reaching out.”
Clio · Legal Trends Report

Responsiveness ranks highest among the factors clients weigh at first contact. Two surfaces carry that weight: Surface 1 gives every visitor a clear contact path, and Surface 4, the CRM and engagement layer, keeps the firm present afterward. Neither surface works alone.

21x
“If they called back within five minutes after a lead had contacted them, they converted twenty-one times better than if they attempted the same call a half hour later.”
Deaver · Elite Business Development System for Law Firms · United States

The same source records that seventy percent of the time, the client hires the first attorney they speak with. A firm cannot staff that reliably by hand at 7pm on a Friday. The CRM and engagement layer is what makes the response automatic, and one firm's follow-up system shows the build in full.

The moment a brand-new inquiry arrives belongs to the Screen.

Check your firm

Check your own firm.

Two self-assessments built on the same architecture Capture runs for client firms. See what a prospect sees, and what a search engine sees, before they do.

Tool 1 · In build

Law Firm Web Design Grader

Scores a law firm website against the conversion architecture above: structure, contact paths, credibility signals. The scoring architecture is public already, on this page.

Read the grading architecture on the Tools page
Tool 2 · Live

SEO/AEO Check

Scores the firm's search and AI-answer readiness: the foundations, listings, and content structure that decide whether Google and AI assistants surface the firm.

Run the SEO/AEO Check on your own site
Working inside the model

One pillar of four.

AuthorityMake the right clients recognize why the firm matters to them.
CaptureBuild the presence that helps the right clients find the firm.
TargetDirect paid demand toward the matters the firm wants more of.
ScreenOrganize inquiry context before lawyers select what happens next.

All four run at the same time, from the first month. That is the ACTS Method.

Questions about Capture

Clear answers before the work begins.

It is reviewed against what the firm's positioning and search visibility need. Where the current site can support that work, it stays and improves. Where it cannot, the Capture scope covers a full rebuild.

We do. Journal articles, LinkedIn posts, and profile updates are planned from the firm's positioning, written for the matters the firm wants more of, and produced inside Law Society of Ontario rules.

Yes. Ongoing management of the listing: categories, services, posts, photos, and review responses, kept consistent with the website and every directory.

Rank tracking covers keyword positions, local pack visibility, and the search surfaces that matter to the practice and geography. The firm sees the trend and the work behind it: positions, local pack visibility, and the actions the listing produces, calls, direction requests, and website clicks.

Answer Engine Optimization: structuring the firm's content so AI assistants can cite it when a prospect asks for a lawyer recommendation. The Capture scope builds those foundations from the start.

Capture is one pillar of the ACTS Method. Rankings are one output of it, alongside the website, the local presence, and the engagement layer. The website, the search surfaces, and the engagement layer are built around the matters the firm wants, and they run alongside Authority, Target, and Screen from the first month.

It holds the firm's client database and runs the follow-up on top of it. Every inquiry, client, and referrer is recorded with the source it came from. Form leads who did not finish are followed up until they book, missed calls get a text back, no-shows are recovered, review requests go out after matters close, and contacts who have gone quiet are brought back into the conversation. It runs on a schedule the firm never has to keep.

The firm does. The client database, the contact records, and the history stay with the firm. CaseLoad Select works inside the firm's own accounts wherever possible and hands over full access at the end of an engagement.

CaseLoad Select

Select better cases that
build the practice you want 

Start with a conversation about the clients, matters, and growth priorities that should shape your firm's next chapter.

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