Seattle is full of solo or small law firms and I have recently thrown my hat into the entrepreneurial ring. My two-person law firm is three months old (or perhaps, more accurately, three months young).
We both have significant experience in the areas of law in which we primarily practice (employment law and criminal law). However, we’re relative babes in the woods when it comes to owning our own practice. Still, we have stumbled on a number of tactics that may be helpful to others who are starting up their own operations.
But before I jump into those tactics, I’d like to look at the difference between what I expected and what I experienced when I started my practice.
There are many reasons that people start new practices. Some young attorneys want something to call their own. Some hope to be able to control their own schedule. Some do it because they don’t have other options, but that seems to be a rarity.
I started my own practice, well, because I knew that was what I wanted to do since my first day of law school. Has it measured up to my expectations? Yes and no.
I have a firm to call my own, and with that comes tremendous risk (and, I hope, the risk will be balanced by future rewards). My schedule is my own — but client concerns come first, so the flexibility is limited. It’s not quite what I expected but that is part of the fun.
Now, on to the lessons learned.
Client Intake System
One of the first systems we created was a client intake system, using a blend of old and new. We started with a client intake form, which allows us to:
- Track the potential client
- Perform conflict checks
- Standardize follow up
- Help track various marketing campaigns
- Start a paper trail that documents client relationships
The form should include multiple means of communication and, in particular, it should capture email addresses, since many people are more responsive to emails than they are to phone calls (email has a built-in advantage since it automatically generates a paper trail).
Given the minimal costs of electronic communication such as email, there is quite an advantage to building a client database of electronic contact information. We are using an email newsletter (read: no overhead) to keep our clients informed about the practice. For instance, I can electronically inform my clients of developments in employment law without incurring any costs.
Eventually, the firm will add a client intake sheet or incident report sheet to our Web site, giving us an online referral source that gets reports from potential clients directly into the hands of the proper lawyer. I have not seen many firms using this process. Of course, we will need to take special precautions to make sure that the method complies with confidentiality and ethical obligations.
Calendaring System
This system consists of tools common to almost any law office: email and calendaring systems such as Microsoft Outlook (or other free calendaring systems similar to Outlook do exist). We have set up a dual system so everything is calendared on two separate systems — Outlook and an Internet calendar.
There are multiple Internet calendars to choose from; I use Google’s calendar system since it allows for synchronization with Outlook (through additional software). It also allows us to set up various types of reminders, including text messages and email alerts. Given the deadline-driven realities of a law firm, there’s tremendous peace of mind built into an effective calendaring system.
Filing System
Going completely paperless is pointless. As a litigator in employment cases, I know it cannot be achieved. But using an electronic system can save you money in the long run. It allows all important documents to be available at the attorney’s finger tips.
There are two ways to implement a less paper intensive system. First, use an online fax service that sends all faxes as scanned documents to your email inbox. Second, invest in a scanner so you can get electronic versions of documents that come into your office.
Although there are also many other administrative systems to set up, for the sake of brevity, let’s move on to new and improved marketing systems that are both cheap and effective.
Marketing Tactics
Our firm utilizes a combination of new and old tactics: Word of mouth. This is simply the cheapest way to market. Get your name out there by creating a corporate identity.
Business cards. Many firms use local printers, but for the sake of cutting costs, our firm turned, once again, to Internet printers. There are many printers available to print full-color business cards at the fraction of the cost of local printers. Some online companies will even print business cards for “free,” on the condition that an advertisement runs on the back of the card. For our firm, the trade-off was not worth it. We created a strong corporate identity that is used on our Web page, our cards and our letterhead.
Blogging. While it is no longer a new method, blogging remains underutilized. Why blogging? First, it can help create name recognition. Second, it will help your name pop up when people do Internet searches. Finally, it is an incredibly cheap way to advertise, since it only costs your time.
There are many Web sites that offer free blogs. Blogging also helps the attorney stay on top of his or her practice area by providing an incentive to research new developments.
Web site. Even in this day and age, there are law firms out there that still don’t have Web sites. The total cost for maintaining a Web site is negligible. Our site provides a platform for sending out email newsletters, which gives us an effective and inexpensive way to keep in contact with clients and potential clients and update them on the law. However, be sure to ask your clients if they want to be included on such a mailing list and be sure to protect their names from other clients.
Advertising. There are also other, traditional advertising methods that can be effective, such as Yellow Page advertising, but these can be pricier.
Technology
After you have set up your administrative and marketing systems, it is equally important to set up other technology systems: a method to keep your data and ability to share it. Many firms have use-servers for this function, but for a small practitioner, a server may be overkill.
You also need to set up your computers and basic word processing and Internet software. Most times, this requires purchasing software (such as MS Office), though there are “freeware” options such as OpenOffice. There are also online word processing systems (zoho.com, google.com) now becoming available. While these systems do not require any installation, they also come with risks (security, for example).
A word about security: If you start to use online systems, make sure that you also keep the information on a safe accessible location in case the online service goes down. Also, and most importantly, be sure that you are protecting your clients’ confidentiality. Confidentiality and security of client information is your top consideration when choosing to use these newer tools.
Starting a new law practice is painstakingly difficult and takes a lot of time. But it no longer needs to be expensive. Both established firms and younger firms can benefit by implementing and using some newer marketing methods and integrating other newer systems that are inexpensive or free.
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Hardeep S. Rekhi is a partner in The Rekhi Law Firm: www.rekhilawfirm.com. Rekhi’s practice encompasses all aspects of employment law, including wrongful termination, discrimination, failure to accommodate, sexual harassment litigation and wage claims, in both state and federal court.
