Growing small law can be frustrating and no one likes having their mistake pointed out to them. But if we can bring a proactive view and a new approach, you'll give yourself and your law firm a better chance to scale while avoiding common mistakes in growing small law.
To help make that possible for you, I asked the experts of the Small Law BIG PROFIT Summit…
What's a major mistake small/solo law firms make and how can they think differently or start making changes?
No surprise, most of our experts came back with comments in three main areas.
As someone who works with small law firm owners to bring everything into one system, an ecosystem if you will, these stories and suggestions have resonated with me.
Not just because I can identify with these as a small business owner myself, but because I often see the confusion of attorney-owners running in a million directions, unaware and unsure of whether it’s the right fit for them, and getting bogged down and going back to old comfortable patterns as a result.
Like working on your overload of client work only to neglect any kind of business development activity, leading to major money stress when your cases wrap up and the pipeline has run dry.
Or doing it all yourself because let’s face it, you know yourself and your clients (and the law too!) better than that random applicant off the street. So when they don’t do it quite right, that Curse of the Competent kicks in and you’re back to the DIY.
Pulling it all together with an Acceleration Engine, or tapping into the resources of the Small Law BIG PROFIT Summit can certainly help.
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But until the Summit starts (Register for free here!), let’s dig into the experts’ advice.
Growing Small Law: Avoid Common Mistakes In Small Law Sales & Marketing
Leverage Your Existing Relationships
Evan Polin, Polin Performance Group
From a business development/sales perspective, a major mistake that small/solo firms make is that they do a terrible job of leveraging their relationships to develop more business. Successful firms proactively ask for referrals and introductions from their clients and strategic partners.
If firms have a plan and are strategic about their proactive outreach to people in their network, they will exponentially increase their book of business.
Shape Perception Proactively
Laura Sauter, Agency Bel
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. People don't buy goods and services, they buy people; the relationships, stories, and magic.
Don't fall into the trap of just listing the services you do - and start sharing why and how you do it. Branding is the sum total of how a client perceives your organization. When you invest in your brand you are shaping that perception.
P.S. Your company culture is a part of this story - Don't forget!
View Marketing As An Ongoing Investment
Marc Apple, Forward Push | Law Firm Marketing
A major mistake small and solo law firms often make is neglecting consistent marketing efforts because they’re focused solely on client work. While it’s understandable that client matters are urgent, ignoring your marketing creates a feast-or-famine cycle where you’re either swamped with work or struggling to find new clients. This reactive approach to marketing is unsustainable. To break this cycle, firms need to think of marketing as an ongoing investment, not a one-time effort.
Become a Student of Business Development
Steve Fretzin, BE THAT LAWYER with FRETZIN
Smart lawyers who are driven to grow must become students of business development and marketing. It's the one skill that can make or break a solo/small firm in this competitive landscape.
Use Structure To Prioritize Client Acquisition & Growth
Michael Buzinski, Buzzworthy MarketinG
A major mistake small or solo law firms often make is failing to prioritize marketing and client relationship management in a structured, consistent way. Many firms rely on word-of-mouth or sporadic marketing efforts, which leads to unpredictable client acquisition and growth.
To shift to a more strategic, marketing-oriented mindset, small law firms should develop a clear marketing plan that identifies their niche, sets SMART goals, and diversifies marketing channels. Implementing a Client Relationship Management (CRM) system will help centralize client data, automate tasks, and track engagement. Enhancing their digital presence through SEO, content marketing, and social proof, such as testimonials and case studies, will improve visibility and credibility. Building ongoing client relationships through regular communication and referral programs strengthens client retention. Finally, firms should track and analyze results to adjust and optimize their strategies for consistent growth.
The key to success to make a plan and stick to it. Marketing is a long game, so changing your marketing plan every quarter will yield poor results. You must give your efforts time to build momentum. Remember, you didn't get your first 20 clients overnight, so why would you think you'll land the next 200 in a matter of 90 days.
Remember: This Isn’t Field Of Dreams
Susan Gold, Susan Gold Coaching
The mistake: thinking just because you have created your firm (and a website), clients will knock on your door.
Marketing is easy when there is a strategy that aligns with your goals. Remember, you would tell a prospect if they represent themselves in court, they'd have a fool for a client. The same is true with marketing.
Your marketing will be better if created with an "outsider's perspective" - a professional or team that understands how to align messaging and where your messages need to appear. (This means your brother-in-law that builds websites on the weekend is not the solution. You will look homegrown and that affects credibility, trust and reputation.)
Avoid Common Mistakes With Your Time When Growing Small Law
Just Because You Can, Doesn’t Mean You Should
Walter Miller, Norman Professional Services
Small and solo law firms do too much themselves. Attorneys are super smart people. That intelligence means they usually can figure out how to solve many problems. But just because they can solve a problem doesn't mean they should. Delegate, automate, and outsource.
Self-Reliance, With A Grain Of Salt
Ron Bockstahler, Amata Law Offices
Self-reliance and thinking that lawyers have to do everything themselves until they generate enough recurring business to hire full-time employees is the biggest recurring mistake I see small/solo law firms make.
Relying on one's own judgment and following your dreams and goals rather than those of others’ is important. As Emerson would state, ""it's better to trust yourself than others"". This is a great philosophy personally, but not when it comes to running a law firm.
Clearly Articulate Expectations
Belle Walker, Belleview Consulting
Many small / solo law firms never take the time to clearly articulate partner expectations, which can often lead to piles of frustration when team members then fall short. Expecting team members to *know* what it means to do great work leaves your entire practice open to risk, particularly if you want to scale and will need to quickly train new people on how to meet your standards. The good news is that partners don't need to do this documentation directly! Staff can, and often should, create their own guidelines and quality rubrics so that all the partners need to do is review and approve.
Avoid Common Mistakes That Hurt Law Firm Profit When Growing Small Law
Have a Profit Plan
Michael Schodrof, Alex Brown/Raymond James
In the short-term, the firm has to have a profit plan in order to remain a viable company that benefits all stakeholders. In the longer-term, the firm can be transformed into an asset with considerable value that has value both within and to the outside.
Know the 20% that Earns You the 80%
Bruce La Fetra, Eastwood Strategy
Recognize that 80% of your profit comes from 20% of your clients while a different 20% cause 80% of your headaches. Pleasing your top clients is much easier (and lucrative) than trying to please your bottom clients.
Leveraging Technology & Loading Up On Apps Are Not The Same Thing
Julia Taylor, LevLegal, LLC
One big mistake small and solo law firms make is loading up on tech they don’t really use. It’s easy to feel like you need the latest software for every little thing—billing, client communications, task management, you name it. But without a solid plan, adding more tech can actually slow things down, lead to confusion, and end up wasting money
Here’s the thing: it’s usually better to focus on what you really need and get the most out of the tools you already have. Instead of piling on separate apps, consider whether an all-in-one system could cover your needs without the hassle of juggling multiple platforms. And if you’ve already got a tech stack, dig in and make sure you’re taking advantage of its full capabilities—you might be surprised by what it can do.
Taking a “less is more” approach to tech helps keep things simple and effective. By really mastering the tools you choose, you’ll save time, cut costs, and create a smoother experience for your whole team. This way, technology actually becomes an asset rather than just another item on the expense sheet.
Rethink This Profit-Costing Misconception
Dan DeFay, NorthStar Technology Group
A major mistake small or solo law firms make is underestimating their appeal as targets for cybercriminals, often assuming their smaller size makes them less vulnerable.
This misconception can lead to a lack of investment in even basic cybersecurity measures, leaving the firm exposed. Many small firms also believe cybersecurity is overly complex or expensive, so they delay taking proactive steps.
To shift this mindset, small law firms can start by viewing cybersecurity as an investment in their firm’s reputation and client trust rather than a burdensome cost. You only get one chance to keep your client's data safe.
Growing Small Law: Avoiding Mistakes & Taking Action
Thanks to our experts from the Small Law BIG PROFIT Summit, you're now equipped with a number of ways you to grow your small law firm without falling victim to common mistakes. From better leveraging your sales and marketing to maximizing your time and your law firm profit, you have a number of ways to prepare your small law firm for scale.
But as always, Action Takers Win.
So take action to accelerate your small law firm's growth! In the Small Law BIG PROFIT Summit, we help you dive deeper into the strategies that will transform your firm for growth, freedom and a stellar reputation. Plus with Expert Q&A's, panel discussions with successful small law firm owners, and a full resource pack, you'll have the tools you need to make your goals a reality.
Click here for all the details and to get your access to the Small Law BIG PROFIT Summit.
