Cabanas Law Firm didn't have a demand problem — they had a handoff problem. The South Florida family law firm had built strong visibility, but once call volume became too heavy for the in-house team to manage, two things started to break down: the caller experience and the data behind it.
For a firm practicing family law, phone calls are everything. People don't spend months researching attorneys before calling — they reach out when something has gone wrong, and they need to talk to someone fast. Miss that call, and they'll move on to the next firm on the list.
Cabanas Law Firm uses CallRail to track the full client journey, from initial marketing touchpoint to the call that actually opens a case. Marketing and data specialist Richie See has built this into a complete attribution system for client leads — then CallRail's introduction of Voice Assist transformed things further.
With CallRail, Cabanas Law Firm has:
- Replaced an inconsistent third-party answering service with Voice Assist, keeping attribution, lead, and conversation data within the same system for every call
- Built a single source of truth for marketing attribution, using call data to cut underperforming campaigns and prove ROI
- Maintained a consistent, bilingual caller experience even when no front-office staff are available
- Validated ad spend where a single click can cost up to $140
When calls were transferred out, the attribution data went with them
Before Voice Assist, Cabanas Law Firm relied on a third-party answering service for overflow and weekend calls. The experience was inconsistent, and so was the data captured when those calls were handled outside the firm.
That created two problems at once. High-value leads were being lost, and Richie's marketing team lost visibility into where those calls came from once they left the main intake flow. The client experience also fell short of the firm's premium brand.
Being fully bilingual isn't just a service offering for Cabanas Law Firm — it's central to how the firm positions itself across South Florida. A Spanish-speaking caller who doesn't immediately hear a clear response in their language won't wait. They'll hang up and call the next firm.
At $140 per click just to get them to call, that's an expensive miss. But the bigger loss is the case itself — and in family law, that's worth many times the cost of the ad.
Before Voice Assist, our intake was a leaky bucket. The quality of the answering service was all over the place, and once a call went there, we lost all attribution data.
– Richie See, Marketing & Data Operations, Cabanas Law Firm
Building a single source of truth for marketing attribution
When Richie first joined, some leads were being misattributed to the wrong channel. Others weren't tracked at all. Getting a clean picture of which campaigns were actually driving cases required manual reconciliation — and even then, the numbers weren't reliable.
CallRail solved that. Every call, lead source, and conversation is now part of the client journey record. That data then flows into HubSpot, where firm leadership reviews marketing performance and ROI.
Handling sensitive client data also means compliance is non-negotiable. Cabanas Law Firm uses CallRail's Call Tracking compliance features to ensure that payment and sensitive personal information captured during calls is handled securely — a requirement for any firm dealing with high-stakes family law matters.
CallRail is our source of truth. HubSpot is where we present the data, but CallRail is what captures the journey.
– Richie See, Marketing & Data Operations, Cabanas Law Firm
Richie built custom workflows using Python and AI tools to reconcile records, anonymize sensitive information, and cross-reference lead sources across systems, giving the firm a more reliable view of which campaigns were driving cases. With that foundation in place, Cabanas Law Firm stopped investing in Google Performance Max. The leads it generated were cheap — but the numbers showed they weren't converting into cases, and CallRail data made that impossible to ignore.
Replacing an unreliable answering service
Even with stronger attribution in place, one challenge remained: what happens when no one is available to answer the phone?
To address this, Cabanas Law Firm implemented CallRail’s Voice Assist to handle overflow and after-hours calls. Instead of sending callers to a third-party call center, Voice Assist answers immediately, capturing caller details while preserving the attribution data.
When Richie tested it for the first time, the experience stopped him in his tracks.
When I first tested Voice Assist, it was a magical moment. I knew it was AI, but it could understand me, and the conversation felt natural.
– Richie See, Marketing & Data Operations, Cabanas Law Firm
External answering service vs. Voice Assist
Feature
External answering service
Voice Assist
Caller experience
Quality varied by agent
Consistent across every call
Brand representation
Disconnected from the firm's tone and languages
Reflects the firm's voice — in English and Spanish
Data capture
Attribution was lost when calls were transferred
Caller data stays connected to CallRail
Business impact
High-value leads were sometimes lost
Calls are captured 24/7, without reliance on staff availability
Every call is answered
When prospective clients reach out, Voice Assist means every call is answered — their details are captured, and the lead stays in CallRail, even when no front-desk staff is available. For a fully bilingual firm, that consistency matters: callers get the same experience in their preferred language, regardless of when they call.
It would be very difficult to do my job without CallRail. It is a central part of how we understand attribution and the client journey.
– Richie See, Marketing & Data Operations, Cabanas Law Firm
Getting the right data for marketing decisions
Call and lead-source data combined with performance insights give Richie what he needs to tell firm leadership which campaigns are working, which to cut, and where the next dollar should go.
Leads are expensive to generate and too easy to lose through unanswered calls, unreliable service, or breakdowns in attribution data. Cabanas Law Firm now has what Richie set out to build: a system where every lead is tracked, every call is captured, and the data is clean enough to act on.
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