Opening and growing a small law firm or solo practice can be a daunting task, especially in a marketplace filled with larger law firms that have greater capacity, connections, and capital. If you want your small law firm or solo practice to win the business development game, you must implement the best strategies. Let’s take a look at some of the best strategies small law firms should use.

Be Exclusive

In today’s legal world, generalists simply don’t win. If you want to develop a strong book of business, you must exclude certain cases and types of clients.

• Determine which practice areas you will focus on and don’t divert your attention. If you’re working in more than one practice area, make sure they’re related or complementary.
• Determine what type of cases you will take on. Will you turn down cases under a certain dollar amount? Will you focus on cases they are simple or more complex? Will you limit cases by geography?  Even if you’re several years in with your private practice, it’s never too late to begin limiting the type of cases you will take on.
• Determine what type of clients you want to work with.  Will you focus on business clients or consumers? Will you work with low-income individuals? Or, are you focused on catering to wealthier clients?

Exclusivity will not only allow you to focus on those cases and clients you value most, it will help you focus your energy so that you maximize your business development efforts.

Leverage Pro Bono Work

Every small law firm should commit a certain amount of hours to pro bono work each year. Even if you think you can’t afford to do any free legal services, the truth is that you can’t afford to completely ignore pro bono opportunities. Look at pro bono work as an opportunity to do community service, help indigent clients, and raise your law firm’s profile in the community.  Pro bono cases should be chosen by the neediness of the client and the importance of the case. For example, certain legal cases may have special significance to the community which means that journalists will want to know that you’re working on it. You can send out press releases about your pro bono work, and if it’s interesting enough media outlets may be willing to provide coverage.

Make Friends With Journalists

While you may be tempted to focus all of your energy on more direct business development strategies, making friends in the media is critical. The ability to get media coverage will raise the profile of your law firm, and eventually (with enough media coverage) you can become a household name.  This helps your law firm because well-known attorneys can charge a premium for their services.  An extra 15% – 20% on your fees can contribute a lot to your long-term profits. Begin your media outreach efforts long before you need coverage. Let journalists know that you’re willing to serve as a legal expert when they’re covering certain news stories.

By laying a foundation of strong business development strategies and tactics you can rapidly grow your small law firm.

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Jane Oxley is President of Smokeball, a productivity and case management software provider that increases efficiency and profitability for solo attorneys and small law firms. Jane’s worked in the legal field for her entire career, spending over 20 years engaged with small law firms. She has a strong affinity with small law firms and the crucial role they play in the communities they serve and is passionate about helping them work towards more productive and less stressful practices.