---
title: "Capturing and Converting Leads into Cases"
url: "https://primalaw.productfruits.help/en/article/capturing-and-converting-leads-into-cases"
language: "en"
last_updated: "2026-09-10T19:18:35.944Z"
---

# Capturing and Converting Leads into Cases

Prima.Law gives you multiple ways to capture, organize, and convert leads into clients. This guide walks you through automated lead capture, manual lead creation, lead tracking, and converting a lead into a contact.

## Part 1: Automated Lead Capture (Admin Setup)

If you are an administrator, you can generate lead intake links directly from the system.

## Step 1: Access Lead Intake Settings

1.  Click your name in the top-right corner.
2.  Select **Administrator Panel**.
3.  Go to the **Firm Info** tab (second tab).
4.  Scroll to the **Leads Section**.

You will see two intake options.

![](https://cdn-assets.productfruits.com/57442d53-abfe-4d35-bdd1-b33609504e34)

## Option 1: Simple Lead Intake (Quick Form)

This is a short and easy form designed to avoid overwhelming potential clients.

How to use it:

-   Generate the link.
-   Embed it on your website.
-   Share it in emails, social media, or ads.

This form captures basic contact details and creates a new lead automatically in your system.

Best for:

-   Website contact pages
-   Referral campaigns
-   Events
-   Quick inquiries  
    

## Option 2: Prima-100 (Comprehensive Intake)

The Prima-100 is a more detailed intake form.

It works similarly to a Smart Interview but is designed specifically for leads.

Use it when:

-   A potential client has shown serious interest.
-   You need more detailed background information.
-   You are preparing for a consultation.

You can:

-   Send the The Prima-100 is a more detailed intake form. link manually via email or text.
-   Use it after a simple intake submission to gather deeper information.

Important:  
The The Prima-100 is a more detailed intake form. can be generated and shared by non-admin users directly from the Leads screen.  

![](https://cdn-assets.productfruits.com/20a6de46-c8fc-4f9b-ae0f-37bf30ba7e7d)

## Managing Lead Tags

Under the same Leads section in Firm Info, administrators can manage **Lead Tags**.

Tags allow potential clients to indicate how they found your firm.

Examples:

-   Referral
-   Social Media
-   Event
-   Google Search
-   Past Client

You can:

-   Create new tags
-   Delete tags
-   Control which tags appear in the intake dropdown

This helps with:

-   Marketing tracking
-   Referral program management
-   Campaign analysis  
    

## Lead Notifications

Still in the Leads section, you can assign notification recipients.

Choose which users should be notified when:

-   A new lead is submitted

For example:

-   Front desk staff
-   Intake coordinator
-   Sales team

If the email belongs to a Prima.Law user, they will receive automatic notifications inside the system.

This ensures no lead goes unnoticed.  

## Part 2: Creating Leads Manually

Leads can also be created manually inside Prima.Law.

## Step 1: Go to the Leads Hub

1.  Open the sidebar menu.
2.  Click **Leads**.
3.  Click **New Lead** (top-right corner).  
    

![](https://cdn-assets.productfruits.com/054756cc-15e1-4593-b989-bdf92e29c5e0)

## Step 2: Enter Lead Information

You can input:

-   First and last name (or company name)
-   Phone number
-   Email
-   Lead status
-   Consultation details
-   Notes
-   Tags

You control how much information you collect.  

![](https://cdn-assets.productfruits.com/d90a2ade-6161-4f4c-a6ef-5394a3592f3b)

## Lead Status Management

Each lead can be assigned a status.

Common statuses include:

-   Cold Lead
-   Hot Lead
-   Contacted
-   Consultation Scheduled
-   Won
-   Lost

Using lead status helps you:

-   Track progress
-   Prioritize follow-ups
-   Measure conversion rates
-   Identify re-engagement opportunities  
    

## Organizing and Tracking Leads

The Leads Hub allows you to:

-   Filter
-   Sort
-   Group
-   Customize columns

Examples:

-   Group by **Cold Leads** to run follow-up campaigns.
-   Filter by **Hot Leads** for immediate outreach.
-   Sort by consultation date.
-   Create views for specific staff members.

This keeps your intake pipeline organized and separate from active clients.  

![](https://cdn-assets.productfruits.com/cb7a17de-f922-48b5-bf2d-84d45db8e2b0)

## Part 3: Sending Prima-100 Without Admin Access

Even if you are not an administrator, you can still send the Prima 100 link.

From the Leads screen:

-   Click the Prima 100 option.
-   Copy the link.
-   Share it via email, SMS, or any communication method.

The Simple Intake link is static, meaning:

-   It remains the same.
-   It can be embedded permanently on your website.

![](https://cdn-assets.productfruits.com/533b1d38-3542-4bb4-9d42-a93a4dfa1f09)

## Best Practices for Lead Management

1.  Embed the Simple Intake on your website.
2.  Assign someone (front desk or intake staff) to monitor leads daily.
3.  Use tags to track referral sources.
4.  Use lead statuses consistently.
5.  Group cold leads for periodic follow-up campaigns.
6.  Keep leads separate from contacts until conversion.  
    

## Converting a Lead into a Contact

When a lead becomes a client:

-   Convert the lead into a contact.
-   Open an Intake Case.
-   Begin the case lifecycle.

This keeps your system clean:

-   Leads stay in the Leads Hub.
-   Clients move into Contacts and Cases.

![](https://cdn-assets.productfruits.com/b1903042-fdbc-48b9-9d00-7d3b38f18442)

## How to Convert a Lead into a Contact and Automatically Create a Case in Prima.Law

When you create a lead—whether manually, through an intake link, or from an intake form—the conversion process is very simple:

### **1\. Open the lead**

Go to **Leads** and click on the specific lead you want to convert.

### **2\. Convert the lead to a contact**

On the **right-hand side** of the lead page, you will see a button labeled **Convert to Contact**.  
Clicking this button immediately converts the lead into a contact.

### **3\. (Optional but recommended) Automatically create a case during conversion**

If you want Prima.Law to automatically open a case for this lead at the moment it becomes a contact, you can set that up inside the lead:

-   Go to the **Information** tab of the lead
-   Scroll to **Case Data**
-   Select:
-   -   **Library**
    -   **Case Type**

Once you choose a Library + Case Type, Prima.Law will **automatically create the case** as soon as you click **Convert to Contact**.  
This means you **don’t need to manually create the case afterward**—the system handles it for you.

![](https://cdn-assets.productfruits.com/e198aa37-9618-4f99-9a4d-202e49de0353)  
**Why this is useful**

This workflow is faster and keeps your pipeline clean:

-   Leads stay in the Leads module
-   Contacts and Cases stay in their respective modules
-   Case creation becomes a one‑click automated process

  
**NOTE:** You may delete Lead entries through the Actions column (all the way to the left side of the Leads Screen). We do not recommend doing this as it may negatively affect lead/client lifecycle tracking.

![](https://cdn-assets.productfruits.com/d196521e-385e-4674-9dda-2464874b3951)