Most intake scripts were written once and never updated. Here is a section-by-section approach.
Three triggers: conversion rate has declined for 3+ consecutive weeks, a new rep is being onboarded (fix the script before they internalize it), or the script has not been updated in 12+ months. Most firms fall into the third category — the script was written by someone who is no longer at the firm, and no one has questioned it since.
Score your current opening with the. The opening should establish warmth, identify the firm and rep, and invite the caller to speak — in under 25 words. Remove any corporate stiffness ("Thank you for calling the Law Offices of..."). See building caller trust in 30 seconds for the framework.
After the caller describes their situation, the script should direct the rep to reflect and validate before questioning. Run this section through the to ensure no interrogative or burden language has crept in. Then check the for caller-specific phrases.
The order of questions matters as much as the questions themselves. Use the to get the right sequence for your practice area. Key principle: rapport questions before qualification questions, situation questions before liability questions, empathy before data collection.
Most scripts either skip objection handling entirely or provide a single generic response per objection. Map your top 5 objections through the and build a framework section with 2-3 response strategies per objection. See the psychology behind objections.
The close is where most revenue is lost. Sharpen it with the. Key fixes: replace conditional framing ("would you be interested...") with assumptive framing ("let me get your consultation booked"), offer a binary choice ("Tuesday at 2 or Wednesday morning?"), and confirm immediately ("Perfect, you are all set").
After rewriting each section, run the complete script through three tools: the (flag hollow language), the (remove legal terms), and the (make it sound like a person, not a policy document).