Here is a great piece about what makes Zappos.com's customer service such a success. Link.

While your law firm is probably not running a large call center, there are a few principals here that are important for law firms to understand.

First, you want potential clients to call you. Online forms are great, but you have a greater chance of gaining a client if they call you directly. Make sure your phone number is easy to locate on your website. It should be listed clearly on every page.

Second, your receptionist should provide excellent customer service. Your receptionist is the first line of contact for your law firm. Make sure he or she conveys a helpful and positive attitude over the phone.