Where an inquiry comes from changes its odds. The share that became signed clients is 15–20% for word-of-mouth referrals, 5–10% for search and map advertising, and 5–10% for paid referral sources. Count signed clients, and not leads, before you pay for a source.
Probative benchmarks, 2025–2026
Share of inquiries that become signed clients, by source
| What is measured | Published figure |
|---|---|
| Word-of-mouth referrals | 15–20% |
| Search and map advertising | 5–10% |
| Paid referral sources | 5–10% |
What does this mean for your firm?
- A lead that arrives is not a client. Ask every source for signed clients, with the date they signed.
- Compare the bands with your own share for the same kind of inquiry and the same practice area.
- If a paid source sits below the band for all sources combined, ask what you are paying for.
Why do the odds differ?
Referred people arrive already persuaded, so more of them sign. People who respond to an ad or a paid referral are choosing among several practices. Unpaid web visitors include many people who are only reading, so fewer of their inquiries turn into a signed client.
How do I read this table?
Each row is signed clients divided by inquiries, counted before any signed client is later dropped, with all practice areas combined. Values are shown as five-point bands, and some rows combine closely related sources. Do not read a rank from two rows in the same band.
The figures are bands, so treat each as approximate. How the benchmarks are made and protected.
Cite this table
Cite this dataset: Probative Growth (2026). Probative benchmarks, 2025–2026 (v4.0.1) [Data set]. CC BY 4.0. https://doi.org/10.5281/zenodo.23735849. https://probativegrowth.com/research/benchmarks/signed-share-by-source/
How each figure is made and protected · Probative benchmarks, 2025–2026