A
Authority
Make relevant knowledge and judgment visible. Inputs include positioning, lawyer knowledge, approved sources and audience questions. Outputs include useful explanations and inspectable points of view.
Explore AuthorityFour concurrent pillars. One operating system.
ACTS means Authority, Capture, Target and Screen. Initial setup has an order, but live operation is continuous and connected.
Reading order is not running order. The Screen operates from the first week and improves the whole system's aim; Authority, Capture and Target raise the quality of what reaches it.
Distinct responsibilities that inform one another.
C
Capture
Maintain connected, accurate paths into the relationship. Inputs include the approved firm identity, website, local profiles and relationship data. Outputs include accurate surfaces and a maintained CRM record.
Explore Capture and CRMT
Target
Focus marketing attention on the matters the firm wants. Inputs include desired matters, capacity, audience context and campaign evidence. Outputs are bounded marketing recommendations.
Explore TargetS
Screen
Organize available context for the lawyer's next review. Inputs include submitted information, configured business context and unknowns. The output is an attention record, not a client decision.
Explore ScreenAn ordered foundation, then concurrent operation.
Define desired mattersSet evidence boundariesConfigure surfacesBegin concurrent operation
Setup order prevents activity from running ahead of direction. It does not convert ACTS into a funnel. Once operation begins, evidence from publishing, relationship capture, campaigns and lawyer review changes the recommendations made across all four pillars.
CRM preserves what the relationship path learns.
A maintained CRM records source, consent, relationship state, owner, last meaningful action and next permitted action. It helps the firm see continuity beyond an inbox or one person's memory.
Explore CRMThree subjects retain three jobs.
CaseLoad Select owns marketing recommendations and managed implementation. The Screen organizes attention context. The lawyer makes legal, professional and client decisions.
ACTS does not promise ranking, inquiry volume, matter quality, conversion or financial outcome.
Keep the reason, source and next action visible.
Every recommendation should identify the observed evidence, CaseLoad Select interpretation, implication for the firm, proposed change, open question and responsible owner. A source record keeps the date, scope and publication state beside the claim it supports.
Review the decision when the firm's services, capacity, audience, technology, professional requirements or relationship evidence changes. Do not preserve an old recommendation merely because a page or workflow is already live.
A correction records the prior wording or state, the corrected version, the reason and the downstream surfaces affected. This makes the operation easier to inspect, hand off and improve without turning uncertainty into a promise.
Questions about the ACTS method
Clear answers before the conversation.
What is the ACTS method?
ACTS is CaseLoad Select’s marketing method for law firms: Authority makes the firm’s useful knowledge and point of view visible; Capture connects accurate firm information and inquiry paths to relationship records; Target directs attention toward desired matters; and Screen organizes inquiry context for lawyer review. The four responsibilities inform one another as one operating system, rather than forming a funnel.
Do ACTS parts run together?
ACTS names four connected marketing responsibilities, not a funnel. Setup has an order: the firm first defines desired matters, sets evidence boundaries and configures its surfaces. Once work begins, Authority, Capture, Target and Screen operate concurrently and inform one another.
Why define desired matters?
A clear desired client and desired matter direction gives the firm a basis for choosing content, channels, audiences and exclusions. Without it, more activity can attract attention that does not fit the services, capacity or work the firm wants to support.
To define that direction, use the desired client and matter worksheet.
How does CRM support ACTS?
A CRM keeps relationship context beyond an inbox or one person’s memory. The record can include source, consent, relationship state, owner, last action and next permitted action. That helps the team plan the next step and see who owns it.
Does Target mean the firm must run paid advertising?
No. Target makes the firm’s desired matters, priorities, geography, capacity and exclusions explicit so marketing attention can be directed deliberately. Paid media is one possible channel; the ACTS model also covers organic work and relationship attention.
Can Screen decide whether an inquiry becomes a client?
No. Screen organizes available information and may prioritize attention for review. The lawyer decides whether and how the firm responds, including decisions about conflicts, merit, representation, capacity and acceptance.
Review the Screen report fields.
Start with the firm's direction.
Create a working Desired Client and Matter definition before choosing more activity.
Open the worksheet