Replace One Quality Score With Clear Dimensions
An inquiry can fit the firm’s practice but contain an incorrect phone number. Another can be easy to reach but concern work the firm does not handle. A third can be relevant and reachable while still needing documents. Combining those states into “bad lead” hides the appropriate repair.
Define a small set of dimensions that staff can observe without making legal conclusions. Record whether the inquiry is genuine, whether the requested service is within the campaign’s stated scope, whether contact information works and whether the required initial facts are available. Keep professional case assessment in its own stage.
Make Rejection Reasons Specific Enough To Act On
Separate duplicates, unrelated service requests, unsupported geography, incomplete information, unavailable capacity and attorney decline. Where the firm cannot share the reason outside its team, use a limited approved reporting category. The supplier does not need confidential details to understand that a campaign is reaching the wrong audience.
Agree which categories affect billing and which are operational feedback only. A validly delivered inquiry may still be unsuitable for the firm; an invoice credit and an attorney’s decision answer different questions. Put the acceptance and dispute rules in writing before reviewing a large batch.
Audit The Path Before Assigning Blame
Sample both accepted and rejected inquiries. Compare what the visitor was told, what information arrived, when contact was attempted and what happened at review. A vendor may be targeting broadly, but an inaccurate form label or an internal routing mistake can produce similar symptoms.
Illustrative scenario: a campaign is criticized for incomplete inquiries. The audit shows that the landing page never explains which documents the firm needs, while intake closes the records after one unanswered request. The repair spans page expectations and follow-up, rather than a blanket replacement of the source.
Use The Definition To Improve Buying Decisions
Review quality by source, practice, period and campaign version. Keep sample sizes and unresolved inquiries visible. A small batch can identify a process defect, but it should not be presented as a stable forecast of future performance.
VG can help firms create the definitions, source feedback and operational reporting needed for a practical decision. Begin with a recent set of records and ask whether two reviewers would assign the same reason from the available evidence. Disagreement is a signal to improve the definitions before increasing spend.