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LegalTech startups · Lead generation

Count a lead when it is a named firm with a tool owner.

Lead generation for a LegalTech startup is the work of finding firms and in-house teams that have the problem your product solves and getting a conversation started with the person who feels it. GullySales works on the target list, the first message and the record of which conversations became trials.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What lead generation means

Lead generation is the combined work of every channel that brings in a new enquiry, whether from search, adverts, referrals or a stall at an exhibition. GullySales runs these channels together and reports the number of enquiries each one produced, not the activity behind it.

Also for LegalTech startups

Sales and marketing for LegalTech startups, the overview.

Last updated 18 Oct 2026.

For LegalTech startups

Where it usually goes wrong, and what we would do.

  • “A list of every advocate in a city is noise”

    A litigation boutique, a corporate practice and a trademark desk buy different things. Pulling every lawyer from a directory fills the sales sheet with people who will never use a diary tool or a clause library, and the team stops trusting the list.

  • “The person who feels the problem is rarely the one on the website”

    The junior who keeps the court diary or the clerk who files hears about a missed date first. The partner's name sits on the letterhead. Outreach that reaches only the letterhead gets polite interest and no trial.

  • “A form fill from a founder is not a firm lead”

    Online legal services draw company founders who download a checklist and leave. The record needs to say whether the visitor asked about price, scope or the reviewer, because those three questions lead to three different follow-ups.

What we do

What we deliver for LegalTech startups.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A target list by practice area, city and firm size

    Firms and in-house teams chosen against the buyer you sell to, with the tool owner named where it can be found.

    Result: You can read a list and say why each firm is on it.

  2. A first message built on one real problem

    A short note about a missed hearing date, a contract backlog or a filing window, written for the role receiving it.

    Result: Each message names a problem the recipient recognises.

  3. A lead record with source and role

    Every enquiry logged with where it came from, who asked and what they asked for.

    Result: You can see which source brought firms that tried the product.

  4. A referral route from company secretaries and CAs

    A plain note these professionals can pass to clients, within what their own professional rules allow.

    Result: The referrers know what to send and what you do with it.

  5. A scorecard that stops at the paid firm

    Leads counted through trial, week-two use and payment, not only to the first call.

    Result: You see which lead source ends in a paying firm.

How the result is measured

  • Enquiries generated
  • Cost per enquiry
  • Enquiries by source

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full demand and lead generation page

What to capture or send

Record these before you call a name a lead.

Firm name and practice area
Litigation, corporate, IP or secretarial work. Fill it from your target list so the first message names a problem that practice faces.
Role of the person who replied
Partner, associate, clerk or company secretary. Log it at first contact, since the role decides whether this is a user or a signer.
Who owns the tool decision
In many firms this is a different person from the one who enquired. Ask in the first call and write the name down so the demo reaches them.
Referrer, if there was one
A company secretary, a CA or another advocate who suggested you. Record the name to see which referrers bring firms that reach a paid seat.
The one problem they named
A single line in their words, such as a missed hearing date. It becomes the opening of every later message.
Stage reached
Named, replied, demo given, trial started or paid. Count a lead only at the second stage, and review the list by stage.

Who it is for

This is written for these LegalTech startups.

  • Case and practice management software startups for litigation firms
  • Contract drafting, review and clause-library startups
  • E-discovery and document search startups for corporate legal teams
  • Compliance tracking startups for company secretaries and CFOs
  • Online legal service platforms for company registration, notices and agreements
  • Legal research and judgment-summary startups
  • Dispute resolution and online mediation startups
  • IP filing and trademark monitoring startups

Not for

It is not the right fit if.

  • You have no demo that runs on an Indian matter yet, so any firm you reached would see a product that does not fit.
  • You cannot name the practice area you serve best, so outreach would go to every advocate and convince none.
  • You would count founder sign-ups as firm leads, which would hide that no firm has ever reached a paid seat.

How it works

How the lead generation work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand your capacity

    We ask how many enquiries your team can answer well, who answers after hours, and what a good enquiry looks like. Without this, the system fills a funnel nobody is watching.

  2. 2

    Audit current sources

    We read your call log, WhatsApp chats, enquiry sheet and platform dashboards. The baseline is recorded: enquiries by source, reply time, conversion and cost per order.

  3. 3

    Strategise the channel mix

    Search and maps are chosen for people ready to buy, ads for people who are not yet looking, and content and referrals for trust.

  4. 4

    Implement capture and follow-up

    Pages, forms, tags, the lead record and the first-reply message are built and tested end to end. We submit test enquiries ourselves before any media money is spent.

  5. 5

    Measure and optimise

    Enquiries are traced to source and judged by what became orders, not by volume alone. Channels that fill the sheet with poor enquiries are cut back. How often you are reported to is agreed in writing.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we buy a database of lawyers?
A bought list gives names and no context. Practice area, city and the size of the team matter more than the count, so we build the list against your buyer and check it with a few calls before any outreach.
Where do online legal service leads come from?
Searches for a registration, a notice or an agreement, plus referrals from advisers. We work on the pages those searches reach and on the follow-up for those who ask the price and go quiet.
How do we find firms that are worth contacting?
Start from the practice area your product serves, then list firms in two or three cities where you can support them. Use bar association lists and your own network, and check each firm's work before writing, so the first line is specific.
How do online legal service leads differ from firm leads?
An individual or a small business wants a task done, such as a notice or an agreement, and decides alone. A firm buys software through several people. Keep the two lists, forms and follow-ups apart, since the questions differ.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for LegalTech startups

Everything else we would do for you.

Closest to this: leads and follow-up

Also for LegalTech startups

Or start from the overview: sales and marketing for LegalTech startups.

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