If you’re a law firm using HubSpot, chances are you’re already tapping into core features like contact management, email campaigns, and lead forms. But there’s a lot more power under the hood — especially when you’re trying to stand out in a competitive legal market.
In this post, we’re going beyond the basics and exploring two lesser-used HubSpot features that can significantly improve how you attract, engage, and convert potential clients: Custom Events and Workflows with Branching Logic.
- Custom Events: Understand What Prospective Clients Really Care About
What It Is:
Custom Events allow your firm to track and act on specific actions people take on your website — beyond the standard page views or form submissions.
Why It Matters for Law Firms:
Not every visitor who lands on your website is ready to book a consultation. But certain actions — like viewing your “Practice Areas” page, downloading a free legal guide, or visiting your “Meet the Attorneys” section — can be strong indicators of interest.
With Custom Events, you can track these micro-conversions and use them to:
- Identify high-intent visitors
- Trigger follow-up emails or outreach
- Refine your lead scoring for more accurate prioritization
Example:
Let’s say you’re a personal injury law firm. You can create events to track when a visitor:
- Clicks on a blog post titled “What to Do Immediately After a Car Accident”
- Spends more than 2 minutes on your Slip & Fall Injury FAQs page
- Downloads your “Free Guide to Filing a Personal Injury Claim in Indiana”
- Views your attorney bio after reading a case results page
These aren’t just casual browsers — they’re researching legal options. Once identified, you can use this data to:
- Score leads based on meaningful engagement
- Trigger timely, relevant follow-ups
- Help your intake team prioritize outreach
- Workflows with Branching Logic: Automate with Empathy
What It Is:
HubSpot’s workflow tool lets you automate marketing and administrative tasks. But the real magic happens when you use branching logic — conditional paths that adapt the automation based on your lead’s behavior or responses.
Why It’s a Game-Changer for Law Firms:
Legal services are often deeply personal. Whether someone is dealing with a contract dispute or a custody battle, their needs are unique. Branching logic helps you respond in a more human way — automatically.
Example:
Say you offer a free consultation form that includes a dropdown asking what kind of legal help the person is seeking. You could build a workflow like this:
- If “Estate Planning” selected:
→ Send email with link to your estate planning checklist
→ Assign to your estate attorney’s pipeline
→ Trigger a reminder call 2 days later - If “Criminal Defense” selected:
→ Send a brief video from your criminal defense attorney explaining next steps
→ Offer to schedule a confidential call
→ Add to a tailored nurture sequence
Each client receives resources that are relevant — without you lifting a finger.
Final Thoughts
HubSpot isn’t just for marketing agencies or tech startups. When used strategically, it becomes a client development engine for law firms — helping you identify serious leads, personalize communications, and automate repetitive tasks with sophistication.
By leveraging Custom Events and Workflows with Branching Logic, your firm can:
- Convert more site visitors into consultations
- Free up your staff’s time
- Deliver a more thoughtful client experience from day one
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