LEX Waypointby Avocado

Stop guessing, let the data drive your firm's growth.

LEX Waypoint measures your SEO, ad spend and call analytics against the number of enquiries that turned into matters. So you can pull the right levers to grow.

Book a 15 minute demo How it works

Calls — texts — web forms — search — ads — counted in matters opened

Part of EzyBiz LEX, the lawyer's phone app that answers when you can't.

Enquiries this quarterSample firm
Genuine new enquiries 0 Left out 0
How LEX Waypoint counts a quarter: every enquiry in, spam and existing clients out, genuine enquiries matched to the matters they became.
North Star · matters opened
5231.7% leads to matter
▲ +4.1 pts on last quarter

Works alongside the systems your firm already uses

  • Smokeball
  • Clio
  • EzyBiz LEX
  • Google Ads

Clicks and impressions don't pay the rent. Matters do.

You opened your own firm to practise law your way. Some weeks the phone rings off the hook. Other weeks it goes quiet, and you start doing the maths on rent, wages and how many more months you can carry it.

You are paying for a website, for Google Ads, maybe for an SEO agency. Someone sends you a report full of clicks and impressions. None of it tells you the one thing you need to know: did any of that turn into paying clients?

Meanwhile calls come in while you are in court or with a client. Some get a callback. Some slip through. You are never quite sure how many.

That is not a marketing problem. That is driving blind.

Monthly marketing reportFrom your agency
Clicks12,480▲ 18%
Impressions384k▲ 22%
Click-through rate3.2%▲ 0.4
Website sessions9,106▲ 11%

New matters from all of this

?

The firms that grow measure one thing.

How many genuine enquiries become matters. Not likes. Not traffic. Because EzyBiz LEX sits on your phone line and connects to Smokeball or Clio, Waypoint can follow a caller from the first ring to the matter being opened.

2.3×more matters when you answer within the hour

Enquiries answered within the hour became matters more than twice as often. Waypoint shows you what a slow callback costs your firm.

  1. [2.1]

    Speed to answer

    How long it takes from someone reaching out to your firm getting back to them, and how many you answer within the hour.

    22 mintypical
  2. [2.2]

    Missed calls

    Genuine calls not answered and with no response within 24 hours. Every one is a client who may have rung the next firm.

    3this week
  3. [2.3]

    Cost per lead and per matter

    What you spent on a channel, divided by the leads and the new matters it brought in.

    $412a matter
  4. [2.4]

    Return on spend

    Where you record fees from matters, the fees each channel produced for every dollar spent on it.

    $9.40per $1
  5. [2.5]

    By practice area and month

    Which kinds of work convert, and whether things are trending up or down.

    42%family law
  6. [2.6]

    Where leads came from

    SEO, Google Ads, referrals and more, side by side, with what each one cost per new client.

    $210a matter from SEO

Figures from a sample firm. LEX Waypoint measures your own.

From the first ring to the monthly report.

Five steps, and the Avocado team does the set-up. You read the results and approve anything that goes on your website.

1  Every enquiry captured, without a spreadsheet.

EzyBiz LEX answers when you can't, and the AI call notes go to the matter in Smokeball or Clio. Calls and texts are logged automatically.

Incoming call · 0412 *** 018Tue 9:47 am
Answered byEzyBiz LEX, while you were in court
HeadlineNew enquiry: property settlement after separation
Next stepFirm to call back today before 4 pm
Heard about usGoogle search
Filed to the matter in Smokeball · counted as a genuine new enquiry

2  Each new matter traced back to the call or text that started it.

Repeat calls from the same person within a week count as one enquiry. Spam and existing clients are left out, so you only see genuine new leads.

This week2 genuine leads · 2 left out
Call · Sarah K.Mon and Thu · counted onceFamily law matter opened
Text · J. NguyenTue 8:05 pmWills matter opened
Call · unknownSpamLeft out
Call · M. PatelExisting clientLeft out

3  Every source side by side, with what it cost.

Bring in your enquiry log from your CRM or call tracking, and your monthly spend per channel. LEX Waypoint joins them to your calls and shows SEO, Google Ads, referrals and more.

Cost a new matter, by sourceThis quarter
SEO$210
Referrals$0
Google Ads$517
Direct callsNo spend
Directory$1,840

The directory listing costs nine times what SEO does for each new client.

4  Found by clients in the suburbs you actually serve.

We scan your website, work out your practice areas and suburbs, and find the competitors you really compete with locally. Then we research the searches your clients use, track where you rank each week, find link opportunities and plan new pages. Nothing goes on your website until a practitioner at your firm has approved it.

Google rank this weekPenrith, St Marys, Blacktown and 7 more
SearchWasNow
family lawyer penrith#11#4▲ 7
divorce lawyer st marys#19#7▲ 12
wills and estates blacktownNot in top 50#12New
conveyancer mount druitt#6#3▲ 3
New page drafted: Property settlement lawyers in PenrithAwaiting your approval

5  Leads, rankings, pages and your report, updated as the work happens.

LEX Waypoint lives inside EzyBiz LEX Desktop, in your browser. The Avocado team sets it up and runs the work. You read the results and approve.

Leads to matter31.7%▲ +4.1 pts
Missed, no reply in 24 hours3Call these back today
October report ready to read

Every month, one report. Bound, numbered, and about matters.

  1.  The cover: your firm and your month.
  2. [1]The North Star: matters opened, and the change.
  3. [2]Where matters came from, and what each one cost.
  4. [3]The next bearing: one move, with the money in it.

What a slow callback costs.

A conservative estimate using the sample firm's conversion rates. In a demo we run the same sum on your own calls and matters.

Assumes 42% of enquiries answered within the hour become matters and 18% of the rest do, and compares today with answering 90% within the hour.

Estimated fees missed each year

$272,160
New matters a month today
18.7
At 90% within the hour
23.8
Extra matters a year
+60.5

Run this on your own calls Free 15 minute demo

Three plans. Each one adds to the one before.

Start by measuring. Move up when the numbers say it's worth it. We recommend a plan after the demo, from your enquiry volume, practice areas and how your intake runs today.

I · Measure it

Waypoint Insight

Know your number before changing anything or spending more on marketing.

Includes

  • Calls and texts from EzyBiz LEX matched to new matters in Smokeball or Clio
  • Your enquiry log from your CRM, call tracking and inboxes, with monthly spend per channel
  • Leads-to-matter dashboard by source and contact method, in EzyBiz LEX Desktop
  • Response-time and missed-call analysis
  • A monthly report naming the biggest leaks and what to fix
II · Fix the leaks

Waypoint Growth

For firms whose report shows enquiries slipping away, and that want more of the local demand they're close to.

Everything in Insight, plus

  • Intake fixes: missed-call text-back, agreed callback targets, and live cover with Call Concierge if you want it
  • Better contact forms and contact paths
  • A known source on every lead: tracking numbers, UTM and gclid capture
  • Google Business Profile management and review requests
  • Pages for your top practice areas, signed off by one of your lawyers
III · Grow demand

Waypoint Leadership

For firms that convert well and want more enquiries, across more practice areas or offices.

Everything in Growth, plus

  • The full SEO programme built around your suburbs: local competitors, keyword research, new pages each month, weekly rank tracking and link outreach
  • Multi-location support for firms with more than one office
  • Cost-per-matter reporting by source

Google Ads management

An add-on with any plan, reported on the same cost-per-matter basis as everything else. Campaigns built around the practice areas you want more of, negative keywords that screen out work you don't do, and ad accounts in your firm's name. If ads aren't producing matters, the report will show it.

Grow on purpose, not by luck.

Built by Avocado in Australia, for Australian law firms.

What changes for you

  • You know which marketing is working, and which to stop paying for.
  • You see every missed opportunity, instead of wondering.
  • You decide on hiring, spending and growth from real numbers.
  • You stop feeling like the business is running you.

Why LEX Waypoint

Not another agency report
Every number comes from your own phone line and your own matters, not from clicks someone chose to show you. You can check any figure against the matter it came from.
Works with Smokeball and Clio
The systems your firm already uses. Nothing new for your team to learn.
Your data stays inside LEX
Leads are worked out from your own calls, texts and matters.
Your firm stays in control
A practitioner signs off every page before it can go live.

What law firms ask us first.

Anything else, ask us in the demo.

Q1What counts as a genuine enquiry?

A new person asking about work your firm does. Spam, sales calls, wrong numbers, existing clients calling about a current matter and the same person calling twice in a week are left out. Requests for work you don't do are counted separately, because they show demand you might refer or one day take on. You agree the rules with us at the start, so the number means the same thing every month.

Q2Do we need EzyBiz LEX?

Yes. Waypoint is part of EzyBiz LEX: it's how every call and text is captured and matched to a matter in Smokeball or Clio. Call Concierge is optional, and Waypoint Growth works with your own reception team too.

Q3Where does the rest of the data come from?

Web forms, inboxes, directory and Business Profile messages and your spend per channel come in from your CRM, call tracking or a monthly import. If the records are thin, the first job is putting the tracking in place so next month's figures are complete.

Q4Is this SEO under a new name?

No. SEO is one way to grow leads to matter, and it's part of Waypoint Leadership. For many firms the faster gains are in what happens after someone gets in touch: answering calls, replying sooner, and not losing people before a matter opens. We measure that first.

Q5How do you keep our marketing within the conduct rules?

Your firm is responsible for its advertising, so one of your lawyers signs off every page, profile post and ad before it goes live. Nothing false or misleading, no "best lawyer" claims, "specialist" only where a lawyer holds accreditation, and genuine, consented reviews. This is how we work, not legal advice.

Q6Do you guarantee more matters?

No. Whether an enquiry becomes a matter depends on the person, the matter and your firm's decisions. We commit to accurate measurement, clear reporting on what changed, and doing the agreed fixes well.

Q7Who owns the data and accounts?

You do. Your data stays inside LEX, and tracking numbers, the Business Profile, ad accounts and pages are set up in your firm's name. If you leave, they stay with you.

See what Waypoint would measure for your firm.

A free 15 minute demo with the Avocado team.

  • [1]A walk through LEX Waypoint with a sample firm.
  • [2]What it would measure for your firm, from how your calls and matters flow today.
  • [3]Your questions, answered.
Book your demo