Running a small law firm is like juggling on a unicycle – it requires balance, focus, concentration and not being afraid to fall off occasionally. But it’s our discipline, commitment to clients and genuine passion and enthusiasm that keeps us steady and growing.
I dream of a legal industry where lawyers are renowned for the value they provide and not a source of anxiety or frustration, where flexible legal services are the norm and lawyers are seen as progressive and entrepreneurial (not just legal experts).
A surprising number of firms fall into a pattern of complacency by sticking to traditional methods and resisting innovation. This approach neglects the need for continual improvement and adaptation to a changed market.
Clients expect much more nowadays. They want to see personality, humbleness and passion. I am certainly seeing clients that are fed up with the impersonal and frustrating experience they have with large and very reputable firms, and they are clearly craving a deeper connection with their legal team. Firms that fail to meet these evolving expectations will be forgotten.
In contrast, firms that actively seek innovation, adaptability and deeper connections with their clients are more likely to thrive.
Our nimbleness allows us to think ahead, look at the industry and respond quickly to market and client needs. This contrasts with the often-slow moving nature of the medium or larger firms.
So, what have I learnt that can help small law firms capitalise in such a competitive landscape? Read on for my 4 key takeaways.
High quality work is a given. But it’s the attitudes you adopt in work (and life) that matters most. It’s what delivers real value and helps to build trust and long-lasting relationships. It’s the more “human” element of the lawyer-client dynamic that too often gets lost but is the thing that leaves the longest impression once a project is complete.
Recently, we represented a client in their acquisition of a dental practice and, due to a long delay caused by their previous lawyers, they were set to lose thousands of pounds and the entire deal if they didn’t complete within an eight-week timeframe (this is quick for the acquisition of a dental practice). We progressed the transaction like our lives depended on it and met the deadline because we weren’t afraid to go the extra mile. Our client remains a client to this day.
In today’s digital age, social media is a powerful megaphone. It’s been a superb platform to showcase our firm’s brand, values and personal story. Some of our strongest and most valuable relationships were built through LinkedIn, so I highly recommend using social media platforms. Those that don’t will lose out massively and – as a small law firm – leveraging social media is a must.
Personal branding can be much more powerful than corporate branding at building relationships. Platforms such as Instagram, LinkedIn and TikTok are used by individuals seeking inspiration and personal connections. As a lawyer, your personal brand should transcend the stereotype of a legal expert to that of a trusted advisor and a visionary thinker. Personal branding is a powerful tool and is what sets you apart from other lawyers based on your story, beliefs and experiences. It’s the secret ingredient that transforms “client matters” into lasting relationships.
Never underestimate the power of a good chat over coffee. Many of my best opportunities have come through casual conversations. When I set up my firm, I headhunted potential referrers and set up coffee meetings. I’d travel to wherever they were to make this an easy meeting for them. Two or three of these meetings alone (requiring my time and the minimal expense of a few coffees) have blossomed into successful partnerships worth hundreds of thousands, and potentially millions, of pounds over the next few years.
This reinforces the timeless reality that, sometimes, the most impactful connections are not forged through screens, but can be affordable solutions, built through genuine, personal interaction.
Legal tech is not just an advantage; it’s a necessity. At our firm, technology is our ally, and we’re constantly looking at how to harness its power to enhance efficiencies and client experience. From utilising AI-driven platforms to implementing automations within our case management systems, we ensure every aspect of our practice benefits from technological innovation. We’re still very early in our technology journey and we will keep pushing to ensure we deliver top-tier legal services in the most efficient manner.
Small law firms have a golden opportunity, and a duty, to break free from the old school, and to redefine what it means to be a legal professional in the modern world. We’re legal entrepreneurs reshaping the legal industry and inspiring a new generation of legal professionals who embrace innovation, fresh perspective and create lasting relationships.
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