Someone just filled out your contact form. Or maybe they downloaded a checklist. Either way, they’ve shown interest. This is the moment when your firm is top of mind, and most firms waste it.

Instead of sending a timely, thoughtful follow-up, they do… nothing. Or maybe they send a one-line confirmation that doesn’t help the lead take the next step. That’s a missed opportunity.

The one email every law firm should automate is the initial follow-up. It should go out immediately. It should be useful. And it should build trust while the lead still remembers who you are.

Send It Instantly

Timing matters. If someone fills out your form and doesn’t hear anything back for a day or two, they’ve probably already contacted someone else. An automated email sent within minutes shows that you’re responsive and organized.

This doesn’t mean the email has to look robotic. It can still sound personal. Use merge fields to include the person’s name and reference the action they took (like filling out a contact form or downloading a guide).

Set Expectations Clearly

People want to know what happens next. Your automated email should spell it out. Will someone call them within one business day? Should they expect a scheduling link? Is there something they should prepare?

The more clear and specific you are, the more confident they’ll feel about continuing the process. Vague emails create hesitation. Clear ones build trust.

Include One Call-to-Action

This email shouldn’t do too much. Focus on one next step. That could be booking a consultation, replying with a question, or reading a helpful resource.

Don’t overload the email with links or try to sell too hard. Just guide the reader to the next action and make it easy to take.

Reinforce Why You’re Worth Talking To

You don’t need to brag, but you do want to include a simple line or two that reinforces your credibility. This could be a short testimonial, a client win, or a one-sentence summary of what makes you effective.

This part isn’t about closing the sale, it’s about keeping the lead warm. You’re just reminding them they made the right move by reaching out.

Write It Like a Human

Even though the email is automated, it shouldn’t feel like it. Keep the tone warm, direct, and to the point. Use short paragraphs. Avoid legal jargon.

A simple, human-sounding message makes people more likely to engage. That’s the goal.

Automated Doesn’t Mean Impersonal, It Means Consistent

You don’t have to write a different reply every time someone contacts you. And you don’t have to let leads go cold, either. One good automated email can fix both problems.

Set it up once. Make it count. Then move on to building more ways to stay in touch, knowing your first impression is already handled.