The questions you ask matter less than the order, phrasing, and timing.
Most intake forms put name and phone number at the top. Reps follow form order, which is data collection order — not conversation order. When the first thing a caller hears is "Can I get your name and number?" they feel their information is the goal, not their case. Fix: collect contact info after the caller has experienced enough value to willingly provide it.
"What exactly happened?" puts the caller on trial. "Tell me what is going on" invites sharing. The information gathered is identical, but the caller experience is radically different. Interrogative framing triggers defensive responses, which means the caller shares less — and less accurate — information. Use the to identify interrogative patterns in your script.
Asking about damages before understanding the incident sounds mercenary. Asking about fault before establishing empathy feels like judgment. The right order for most practice areas: situation description, timeline, incident specifics, liability factors, damages, contact info. Use the for your practice area's optimal sequence.
Some firms ask so many qualification questions that the call becomes an interrogation rather than a conversation. The goal of intake qualification is not to determine case value — that is the attorney's job at the consultation. The goal is to determine whether the case is in your practice area, within the statute of limitations, and viable enough to warrant attorney time. Three to five well-chosen questions accomplish this.
The most expensive mistake: the rep qualifies the caller thoroughly, confirms they have a viable case, then fails to close. The caller hangs up qualified, informed, and un-booked — perfectly prepared to hire the next firm that asks. Every qualification sequence should end with a booking transition, not "is there anything else I can help with?" Sharpen your close with the. See rep training for how to build this habit from day one.