Grow Your Practice the RIGHT Way and Avoid the Pitfalls of Law Firm Growth
Scaling up your practice is an exciting task. After all, you are growing because you are making more money! Typically, attorneys who have mastered the marketing basics find themselves here, ready to expand their office and reach a new level in their law firms.
If this is you, then you are in the right place! Browse our collection of commonly asked questions about law firm growth and practice building. The tips below will help you achieve your growth goals and discover how to turn your law firm into a legal powerhouse.
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How Can I Run A Small Law Firm Efficiently?
There are many questions that go into running a small law firm or breaking out to starting your own firm for the first time. You still need to have clients and bring in the money. If you’re starting out, forget about a paycheck for a while and start working to make the company sustainable. If you are already running a small law practice and are looking to make it more viable, there are ways you can help yourself. Here are some ideas for the small law firm, new and old, that will help things run a little more efficiently and cost-effective.
- Focus on the quality of your work instead of running as many cases as possible. You have to know that your clients can be your best marketers after you’ve completed their case. If you do two amazing projects, you’re left with two paychecks and two clients who think you’re the best lawyer since Atticus Finch. If you do three mediocre cases, you have three paychecks but three former clients who will probably forget your name when a friend asks them who helped them with their legal problems recently. Be remembered for your great work.
- Keep in touch with former clients. Keep a database of all your clients’ information and keep them up to date with what’s new in the community—and what’s going on in your office, too. A good law firm newsletter with relevant information will keep your name fresh in their minds. Satisfied former clients will be ready to refer their friends to you, and you can benefit from positive word-of-mouth advertising.
- Promote your law firm intelligently. By that, we mean to spend your legal marketing budget wisely, Plastering your name on billboards, buses, and the Yellow Pages isn’t the most cost-effective way to market when the Internet is available for all the good stuff. Cut costs in your marketing budget by posting informative articles on a website—your own law firm website, or anywhere people might notice your byline. Let your clients find you because they want your expertise.
There are many ways to keep your law firm running at a cost-effective machine, no matter how small the business is. Make time for marketing and focus on doing great work, and the people will be impressed.
What’s One Trick for Achieving Personal Injury Lawyer Marketing Goals?
By this point, you should have established some personal injury lawyer marketing goals and clarified precisely what you need to do—and can skip doing—to transform those goals into reality.
But you still need more help. After all, plans are great. But plans change. And intentions are also great. But you can’t feed your family with intentions. There is one vital component of any marketing strategy – it’s a component that’s at once obvious and not so obvious.
You need to take action towards your goals, even if you are not totally clear about what you need to do, when you need to do it, and so forth. It’s important to plan, but your plan will change as you go along. And if you never start to “go along,” even your best planning will be for naught.
Taking action is often far harder than people realize. You might think to yourself, “I already take action all the time.” You probably do…but much of the time, you probably aren’t taking the right kinds of action. You are certainly racking up billable hours, networking with colleagues, and running other aspects of your business. And you might be trying a bunch of tactics with respect to your marketing. But taking action towards new goals often requires you to break out of your comfort zone and try new things.
- It’s one thing to go into the office and do the same thing you do every day and you’ve done over the last five years.
- It’s another thing entirely to take a look at an innovative marketing plan and make that first risky phone call to the television ad agency or to your dream SEO company.
Taking action in an unconventional direction can throw you off your game. It can compel you to do serious soul-searching about what you’re really trying to accomplish and why you are trying to accomplish it. The actions you need to take to reach your legal marketing goals are very different from the actions you need to do to maintain the status quo. You must break out of habitual ways of thinking, and revitalize the basic beliefs you have about law firm marketing.
Fortunately, you do not have to reinvent the wheel. When you get Ben Glass’s book, Great Legal Marketing, you will get an insider’s perceptive on law firm marketing strategies, tactics, and philosophies that actually work.
The best marketing ideas are counter-intuitive: not everyone knows them. Get your copy of Great Legal Marketing today, and learn what the top insiders know, so you can structure a clear, compelling vision for your marketing plan. And when you’re ready for individual attention to your marketing goals, give us a call directly at 703.591.9829.
Do I Have Too Many Practice Areas?
Corny as it may sound, listen to your heart. Why did you get into law? What sort of clients did you want to serve when you started your practice? Maybe you aren’t emphasizing that practice area now, in your firm or in your advertising. Maybe you’ve fallen into the trap of believing more practice areas equals more clients.
In either case, your heart probably isn’t in your work, and everything from the general perception of your firm to the level of satisfaction you get out of winning a case will suffer because of it.
Instead of making the decision purely from the perspective of monetary gain, really evaluate the intangible gains you get from the right cases. Sit down tonight and make two lists:
- What casework provides me with the most satisfaction?
- What casework frustrates me the most?
If the practice areas on the first list are providing a reasonable amount of return for your firm, even if they aren’t, necessarily, providing you with the most return financially, you have your focus. Retool your firm’s image to emphasize the practice area that means the best for you, and you’ll see: quality prospects will find you.
Why Should I Be Selective About the Cases I Take?
We believe that advertising that you will take any case may backfire. We understand that you are licensed to take any case in your state, but do you want the small fender-bender case upstate or the slip-and-fall four counties away?
A more selective approach can be in your best interest, both personally and financially. If you aren’t eager to take the majority of cases in your state, then your marketing should be more focused. Otherwise, you risk wasting a lot of money on advertising that doesn’t get you the cases that you want, and you will lose a lot of time weeding out the clients you don’t want to represent.
Instead, you should spend your advertising dollars and energy attracting the type of clients that you want. You may be able to broaden the prospective client base that you seek by having your attorney marketing accurately reflect your practice areas and geographic area. That way more of the clients who have the cases you want to take can find you!
A tighter focus on your niche practice area and geographically targeted advertising can mean more time practicing law, rather than traveling on the road. And isn’t that why you chose this career, after all?