How to Create a Website Lead Automation in Lawmatics
This article will walk you through how to build a workflow in Lawmatics that automatically responds to new leads who fill out a form on your website. The automation includes placing them in the correct stage, sending email and text confirmations, notifying your team, and optionally triggering follow-up messages and cleanup actions.
✅ Step 1: Create and Embed Your Website Form
Before setting up your automation, ensure that you have:
Created a form in Lawmatics with key fields like contact information, case type, and how you can help.
Embedded the form on your website so potential clients can submit inquiries directly into Lawmatics.
✅ Step 2: Create a New Workflow Automation
Go to Automations > Workflows
Click Create New Automation
Choose Trigger-Based Automation
Name the automation something like "Web Lead Automation"
Set:
Target Type: Matter
Status: All Potential New Clients (PNC)
✅ Step 3: Set the Trigger
Click on Entry Conditions
On the right-hand panel, select Form Filled
Choose your embedded website lead form
Click Save
✅ Step 4: Add the Matter to the Pipeline
To place the lead in your intake pipeline:
Click + Add Action > Change Attributes
Select the Stage field
Set it to "New Lead"
Click Save
This ensures every new lead enters your intake flow immediately.
✅ Step 5: Send a Confirmation Email
Click + Add Action > Send Email
Use an existing email template or create a new one
Set recipient to Automation Target
Set sender as your Firm Email (recommended for first contact)
Attach your email signature
Optionally:
Skip if invalid email
Set a delivery window (e.g., business hours) — Note: It's usually best to send this email immediately
✅ Step 6: Send a Confirmation Text Message
Click + Add Action > Send SMS
Draft a personalized message using merge fields (e.g., client name, firm name)
Include a friendly thank you and let them know you'll be in touch shortly
Optionally:
Skip if no valid phone number
Set a delivery window
✅ Step 7: Assign a Follow-Up Task to Your Intake Staff
Click + Add Action > Create Task
Assign to a specific User or Role (e.g., Salesperson, Matter Owner, etc...)
Set:
Due Date
Priority: High
Status: Not Started
Task Description: Example: “Call new lead from website form submission”
Click Save
✅ Step 8: Add Follow-Up Sequences (Optional Drip Campaign)
To continue engaging leads who don’t respond immediately:
Add a Wait step (e.g., 2 days)
After the delay, repeat actions:
Send another email
Send another SMS
Assign another follow-up task
You can repeat these steps as needed.
✅ Step 9: Set Up Exit Conditions
To stop the automation once the lead has moved forward or is marked as lost:
Click Exit Conditions
Use the condition:
Status is NOT equal to PNC
Status is one of [select following stages of pipeline]
This ensures that if a lead moves forward in the intake pipeline or is disqualified, they exit the automation and stop receiving messages.
✅ Step 10: Automatically Mark Unresponsive Leads as Lost
To keep your pipeline clean:
At the end of the automation, add another Change Attributes action
Set Status to:
Lost – Unresponsive (or another appropriate sub-status)
This helps remove inactive leads from your active pipeline, keeping your team focused on viable opportunities.
✅ Summary
Step | Action |
Web Form Submission | Triggers automation |
Pipeline Stage | Set to "New Lead" |
Email + SMS | Sent immediately to acknowledge receipt |
Task Assignment | Alerts intake staff to follow up |
Follow-Up Drip (Optional) | Additional emails, texts, and tasks every few days |
Exit Conditions | Stops automation if lead status or stage changes |
Final Status Change | Automatically marks unresponsive leads as "Lost" |