Insight

Hanging Your Own Shingle? Put Your Best Foot Forward on Day One

How to market yourself to get new clients and keep your old ones after starting a new firm.

Tips for Starting Your Own Firm

Scott Parks

July 11, 2018 03:55 PM

If you’re opening your own firm, one of your first concerns is getting business in the door. That requires more than just networking and legal skills. Your firm has to appear professional and polished—like an established law firm—on day-one.

Your office may be nothing but chaos and moving boxes, but your website, letterhead, announcements, and email signature can signal to the world that your firm is ready for business. To get there, however, you need a plan. To accommodate development and production timelines, you would ideally start your work 120 days before your scheduled opening, but, in a pinch, 90 days will do (although some elements of the plan will not be ready that first day).

You can either hire an outside marketing expert to oversee and walk you through these steps, or you can assign them to a marketing-savvy staffer or colleague. While some new firms do choose to tackle the work on their own, most find that the benefit of an experienced legal marketer allows them to focus on those core aspects of their new firm that demand their attention: office space, staffing, and, of course, practicing law. The marketing expert can execute your strategy and manage the host of specialists needed to launch a firm: graphic designer, web designer, copywriter, photographer, and printer.

In many instances, confidentiality is a concern until the official open date. If that is the case, impress upon those working with you that they are to keep your work in strict confidence until the launch date. If you feel it necessary, you may ask them to sign a non-disclosure agreement.

The following is a run-down of what needs to be done, starting four months before your firm launches and concluding with opening day.

120 Days Out

  • Name your firm: You can’t do anything until you have a name. One name is best, two is okay, but anything longer is not advisable. Within short order, the marketplace will create its own shortcut for your firm name, and that invariably ends up being one or two names.
  • Define a marketing strategy: Gather your decision-makers in a room and discuss potential clients and your chief areas of expertise. How will you distinguish yourself in the marketplace? What’s your elevator speech? The right marketing partner can be a huge asset here and the decisions you make now will impact and even drive all that comes next.
  • Develop a graphic identity: Consult a graphic designer to get a professional-looking graphic identity, which is everything from the typeface and punctuation used in your firm name to the colors on your website or even a logo or icon that can serve as visual shorthand for the firm. Your firm’s graphic identity will be your clients’ and potential clients’ first impression of your firm, so you want it to convey professionalism and competency right out of the gate. This will be one of your firm’s most important decisions, so don’t take it lightly.

90 Days Out

  • Approve your graphic identity: If you haven’t already, finalize your firm’s graphic identity. You’ll need this for everything from your website and business documents to your announcement cards and office signage.
  • Secure your domain name: Before you make any plans with smithjones.com, you need to own that name. To secure the rights to it (as well as smithandjones.com and any other obvious permutations of your firm name) register it with a domain name registration company. You can see your various options by doing an internet search for “domain name registration.” Keep it intuitive, keep it simple.
  • Draft an outline for your website: What pages do you want on your firm’s website? Spend some time visiting other firms’ websites to see what you do and don’t like, both in content and graphically. Draw up an outline of your future site’s pages. Once you have an outline, hire a web designer who can create your site. An experienced web designer can be a great asset, helping you to create a framework that can positively impact your online presence.
  • Create your website content: Each section of your website will need text, so a strong copywriter is a great resource to engage. From the firm overview to attorney bios and practice areas, an expert will be able to tell your story in an engaging manner and ensure that the site is search engine-friendly, giving you greater online exposure and impact.
  • Write your “letter to clients” informing them of your move: Your current firm’s guidelines and culture, as well as state bar ethics rules, will be your guide.

60 Days Out

  • Schedule your photo shoot: You will want professional photos of every lawyer at your firm for use in press releases, on your website, and in future marketing pieces. Ensure your firm owns the images and can use them in any and all marketing materials. Have anyone who is getting their photo done make an appointment for a haircut about a week before the shoot. Wardrobe and location are also important considerations. Later, cropping and retouching will need to be considered. Given the importance and impact of photography, it pays to have an experienced marketing professional managing this step for you.
  • Determine your business document needs and work with your graphic designer to create these documents for you: You’ll need letterhead, electronic templates, envelopes, announcement cards, business cards, fax cover sheet templates, memo templates, PowerPoint templates, note cards, mailing labels, and perhaps even more. A unified, professional look, anchored in the graphic identity that you have already created, is key to establishing legitimacy and credibility when you launch.
  • Compile your contacts list: This is the list of everyone you want to inform, electronically and/or by mailed announcement card, that you’ve started your firm. Organize your list into groups: law school classmates, colleagues, family, friends, neighbors, and, when appropriate, clients. You may want to alter the message somewhat for different audiences. It doesn’t take long to create a properly formatted, complete, accurate list; programs like Outlook will let you export a list in a few easy steps, so start working on it now. Create it in a spreadsheet database format like Excel so it can be exported into email or direct mail software packages.
  • Release website outline and text to the designer: Your web designer will want an outline and text that is as close to final as possible, but text edits should be easy to make once the site is created. As with most marketing initiatives, having a subject matter expert involved can make a world of difference in both expense and the impact of the finished site.
  • Purchase and create announcement ads in business and professional publications: Certain marketing vehicles require state bar review, so allow time to explore the guidelines and for submission.

30 Days Out

  • Create office signage: If you don’t have a vendor, ask your building’s management company. Chances are they can refer you to a trusted vendor.
  • Select a printer: Get bids from two or three printers for your office documents, and choose the one that best suits your needs.
  • Send documents to your printer: Release the art files for your office documents to the printer you selected. If it’s not being distributed electronically, send the letter to clients to your printer as well.

15 Days Out

  • Write a press release: Assemble lists of media outlets and press release services to send it to on your firm’s first day of business or shortly before. This is another area where an experienced marketing pro can be of assistance as distribution via a wire service or syndicator can optimize exposure.
  • Test your website: Before it goes live, you’ll want to thoroughly test your website to ensure its functionality and to verify all site content.

5 Days Out

  • Send your firm announcements: Whether they’re printed, electronic, or a combination of the two, make sure everyone on your list is notified.

Launch Date

  • Hit the submit button: Send your press release, and take your website live. Once your website is visible to the public, it’s time to submit it to state bar advertising review. Set up social media pages: Consider a LinkedIn company page for the firm as well as updates to individual attorney pages to reflect the new firm status. Create a Google My Business account to make sure the new firm, and you, are findable on the web.
  • Reach out to key contacts personally: Make calls, send emails and don’t forget to leverage the growing power of social media by updating your social networks via profile information on LinkedIn, Facebook, and Twitter.
  • Crack open that box of new business cards.

Once your firm is open and you’ve worked out those new-firm kinks, you can begin thinking about developing a firm brochure and holding an open house or other celebration. In the meantime, your firm’s website will be your primary marketing vehicle.

Launching a new law firm is a colossal task that can be financially, physically, and emotionally overwhelming. Having a professional look and feel on opening day, however, will signal to clients and potential clients that your firm is ready for anything—in particular, their business.

If you’re intrigued or even overwhelmed by what you’ve read here, consider contacting Androvett Legal Media & Marketing. We can set you up for success from day one.

---------------------

As chief operating officer at Androvett, Scott Parks brings the disciplines of public relations and advertising together to deliver fully integrated marketing plans for clients. Scott's senior leadership roles for corporations and agencies provide him with unique experience and insight into how reputations and market positions are formed and fostered. Before coming to Androvett, Scott earned national recognition for his work with 7-Eleven and Blockbuster. You can contact him at scott@androvett.com.


Related Articles

Our Tips on Top Lawyer Lists


by Pat Rafferty

What are legal rankings, and how can you get your name in the top spot?

A Guide to Lawyer Rankings

The Importance of Content Marketing for Law Firms and Strategies for Success


by Jennifer Verta

Strengthen client relationships, boost visibility and drive growth with effective content marketing tailored for law firms.

Illustration of a central red figure surrounded by gray figures in a circular network

Why Is SEO Important for Your Law Firm's Website?


by Jennifer Verta

Key law firm SEO strategies to grow your practice and build credibility online.

Person working on a laptop with virtual SEO icons, including search targets and analytics symbols

Introduction to Demand Generation for Law Firms


by Jennifer Verta

Learn the essentials of demand gen for law firms and how these strategies can drive client acquisition, retention, and long-term success.

Illustration of a hand holding a magnet, attracting icons representing individuals towards a central

How Does Domain Authority Impact the Digital Marketing Success of Law Firms?


by Jennifer Verta

Understand why domain authority is crucial for your law firm's SEO and how to effectively improve it.

Illustration of a laptop displaying a gauge-like icon for measuring success, with a background of da

Preparations Begin for the 10th Social Law Firm Index by Best Lawyers and Good2bSocial


by Best Lawyers

Best Lawyers and Good2bSocial will collaborate on the most comprehensive SLFI report yet.

Best Lawyers and G2B Social logos with connecting ampersand on a dark, abstract grid background

How Does Your Firm Measure Up?


by Best Lawyers

BL Intelligence provides your firm with valuable industry data.

Best Lawyers 27th Edition Stats

David Ackert's Top Advice on Social Media and Client Prospecting


by Best Lawyers

The president of Ackert Inc. offers his insights on business development to Best Lawyers following the 2019 Legal Marketing Association Annual Conference.

Social Media Tips for Law Firms

Highlights From the 2019 LMA Annual Conference


by Best Lawyers

Did you make it to LMA 2019? Read the Best Lawyers recap of this year's biggest takeaways.

2019 LMA Conference Recap

How to Create a Bio that Attracts New Clients


by Mark Annick

Put your most relevant information first. Make it sound like you.

What Should A Lawyer's Bio Do?

How to Handle a PR Crisis


by Mike Androvett & Mark Annick

Planning your strategy in advance, and having a team ready to handle a disaster, can help you tackle a problem before it starts.

How Law Firms Should Handle a PR Crisis

Where to Begin Marketing Your Law Firm


by Scott Parks

Start by identifying your target audience. Then, tailor your message to fit.

First Things to Do When Marketing Your Law FI

The Publisher Is You: How to Tell Your Story Effectively


by Kit Frieden

Control the narrative and bring attention to your work and expertise with these publishing tips.

Self-Publishing in the Legal Industry

Trending Articles

2025 Best Lawyers Awards Announced: Honoring Outstanding Legal Professionals Across the U.S.


by Jennifer Verta

Introducing the 31st edition of The Best Lawyers in America and the fifth edition of Best Lawyers: Ones to Watch in America.

Digital map of the United States illuminated by numerous bright lights

Unveiling the 2025 Best Lawyers Awards Canada: Celebrating Legal Excellence


by Jennifer Verta

Presenting the 19th edition of The Best Lawyers in Canada and the 4th edition of Best Lawyers: Ones to Watch in Canada.

Digital map of Canadathis on illuminated by numerous bright lights

Legal Distinction on Display: 15th Edition of The Best Lawyers in France™


by Best Lawyers

The industry’s best lawyers and firms working in France are revealed in the newly released, comprehensive the 15th Edition of The Best Lawyers in France™.

French flag in front of country's outline

Announcing the 13th Edition of Best Lawyers Rankings in the United Kingdom


by Best Lawyers

Best Lawyers is proud to announce the newest edition of legal rankings in the United Kingdom, marking the 13th consecutive edition of awards in the country.

British flag in front of country's outline

Presenting the 2025 Best Lawyers Editions in Chile, Colombia, Peru and Puerto Rico


by Jennifer Verta

Celebrating top legal professionals in South America and the Caribbean.

Flags of Puerto Rico, Chile, Colombia, and Peru, representing countries featured in the Best Lawyers

Prop 36 California 2024: California’s Path to Stricter Sentencing and Criminal Justice Reform


by Jennifer Verta

Explore how Prop 36 could shape California's sentencing laws and justice reform.

Illustrated Hands Breaking Chains Against a Bright Red Background

Announcing the 16th Edition of the Best Lawyers in Germany Rankings


by Best Lawyers

Best Lawyers announces the 16th edition of The Best Lawyers in Germany™, featuring a unique set of rankings that highlights Germany's top legal talent.

German flag in front of country's outline

Celebrating Excellence in Law: 11th Edition of Best Lawyers in Italy™


by Best Lawyers

Best Lawyers announces the 11th edition of The Best Lawyers in Italy™, which features an elite list of awards showcasing Italy's current legal talent.

Italian flag in front of country's outline

Combating Nuclear Verdicts: Empirically Supported Strategies to Deflate the Effects of Anchoring Bias


by Sloan L. Abernathy

Sometimes a verdict can be the difference between amicability and nuclear level developments. But what is anchoring bias and how can strategy combat this?

Lawyer speaking in courtroom with crowd and judge in the foreground

Tampa Appeals Court ‘Sends Clear Message,” Ensuring School Tax Referendum Stays on Ballot


by Gregory Sirico

Hillsborough County's tax referendum is back on the 2024 ballot, promising $177 million for schools and empowering residents to decide the future of education.

Graduation cap in air surrounded by pencils and money

Things to Do Before a Car Accident Happens to You


by Ellie Shaffer

In a car accident, certain things are beyond the point of no return, while some are well within an individual's control. Here's how to stay legally prepared.

Car dashcam recording street ahead

The Push and Pitfalls of New York’s Attempt to Expand Wrongful Death Recovery


by Elizabeth M. Midgley and V. Christopher Potenza

The New York State Legislature recently went about updating certain wrongful death provisions and how they can be carried out in the future. Here's the latest.

Red tape blocking off a section of street

Find the Best Lawyers for Your Needs


by Jennifer Verta

Discover how Best Lawyers simplifies the attorney search process.

A focused woman with dark hair wearing a green top and beige blazer, working on a tablet in a dimly

Key Developments and Trends in U.S. Commercial Litigation


by Justin Smulison

Whether it's multibillion-dollar water cleanliness verdicts or college athletes vying for the right to compensation, the state of litigation remains strong.

Basketball sits in front of stacks of money

Is Premises Liability the Same as Negligence?


by Jeremy Wilson and Taylor Rodney Marks

In today's age, we are always on the move, often inhabiting spaces we don't own. But what happens when someone else's property injures you or someone you know?

A pair of silhouetted legs falling down a hole with yellow background

Woman on a Mission


by Rebecca Blackwell

Baker Botts partner and intellectual property chair Christa Brown-Sanford discusses how she juggles work, personal life, being a mentor and leadership duties.

Woman in green dress crossing her arms and posing for headshot