Top 10 Things to Consider When Starting Your Own Firm

As our firm has grown over the past 20 years, so have our clients. While we no longer work with as many sole proprietors as we once did, we are often approached by clients or practice groups looking to establish their own firms. Starting a law firm is an exciting yet challenging journey that frequently requires quick and strategic decision-making. To help you prepare and ensure you cover all the essential aspects, here are the top ten things to consider when launching your firm.

1. Choose the Right Name.

Choosing the right name for your firm is more important than simply following personal preference; it shapes the way your audience perceives you. Here are some key considerations for selecting an effective name:

• It should convey the right message to your target audience.
• It must be easy to pronounce, spell, and remember.
• It needs to be legally available as a business name, trademark, and domain.

Building your firm’s brand equity takes time, so selecting a name that will stand the test of time is crucial. Taking care to make a thoughtful decision now can help you avoid the complications of rebranding in the future. To assist you in this process, we’ve created a series of blogs that cover various topics, from market trends to tips on what makes a great brand name.

2. Secure All Your Social Media Handles.

Maintaining consistency across platforms helps build trust and makes it easier for clients to find you. Check the availability of your chosen firm name on Google Business Profile, LinkedIn, Bluesky, X, Instagram, Facebook, and other relevant platforms. Secure these handles early to prevent any conflicts, even if you don’t plan to use all of them right away. Once you have secured the handles, concentrate your efforts on key platforms such as LinkedIn.

3. Invest in a Great Logo.

A strong logo is essential for your visual identity. While you don’t have to spend a fortune, investing in a professionally designed wordmark or logo can enhance your credibility and give your firm's branding a polished, professional look. A timeless design can adapt as your firm grows. For more on what makes a great and timeless logo, click here.

4. Define Your “Why”

Why should clients hire you? Why did you start your firm? Why should others consider working with you? Answering these questions is crucial. Your "why" serves as the foundation of your firm’s story and helps you articulate the following:

• Point of Difference: What makes your firm unique?
• Value Proposition: Why should clients choose you, and why should employees want to work for you?
• Service Promise: What kind of experience can clients expect from you and your firm? How will you go above and beyond to deliver exceptional service?
• Expected Process: Engaging a lawyer can be intimidating, whether for business or personal matters. Help put your clients at ease by clearly explaining how you will understand their issues and needs and how you will assist them in achieving their objectives.
• Target Audience: You can’t be everything to everyone, no matter how hard you try. Focus on what you excel at, and let people know what types of work you are best suited for and what they should refer you for.

Defining these elements early on ensures that your firm and personal brand align with your long-term goals. This exercise is critical for establishing a strong foundation. We recommend working with a professional to help brand your law firm and determine how to leverage that brand through marketing.

5. Craft a Professional Profile

Your bio and image are often the first impression potential clients and peers will have of you. Invest in a professional headshot and craft a bio that highlights your expertise, accomplishments, and personality. Don’t forget to build out your LinkedIn profile and actively grow your connections.

6. Build a Website That Sets You Apart.

Your website serves as the digital face of your firm, so it’s crucial to make a strong impression. A professional and modern site that accurately reflects your brand and values will:

• Showcase your expertise and services.
• Provide a seamless user experience.
• Establish trust and credibility.
• Help build and expand your online presence.

While you may not be creating a website as extensive as your current firm’s, there are certain essential components every new firm website should include. For more information, check out our blog post on “Five Pages Every Professional Website Should Have.” Remember, your website is the most visible aspect of your brand, marketing, and business development efforts. Be sure to collaborate with professionals to ensure that your website design and messaging align with your overall brand identity—consider what a templated website communicates about the services you offer to your clients.

7. Cultivate Your Personal Brand with Thought Leadership

Position yourself as an authority in your practice area by sharing insights and thought leadership. Write articles, participate in panels or host webinars. These efforts will not only enhance your reputation but also build trust with potential clients and referral sources. Read these articles for tips on what to write, how to create a great legal blog, or how to broaden your readership by publishing them in a LinkedIn newsletter.

8. Invest in Your Clients, Your Work, and Your Community

Your firm’s success depends on the relationships you build. Go above and beyond for your clients by delivering exceptional work and being responsive to their needs. As a client always told me, “Do great work, and more will come to you.” If you’re not already, be sure to get involved in your local or business community and industry associations to enhance your firm’s visibility and reputation.

9. Build Your Profile Through Presentations

Public speaking opportunities, whether at conferences, industry events, or local organizations, can significantly enhance your visibility. Hone your presentation skills and actively seek platforms to showcase your expertise. Every presentation is an opportunity to connect with potential clients or referrals.

10. Invest in Tools to Set Your Firm Up for Success

From practice management software to customer relationship management (CRM) tools, investing in the right technology early on can streamline your operations and enhance productivity. Tools that automate scheduling, billing, and case management will allow you to focus on what matters most—your clients and your practice.

Starting your own firm is a bold step, but with the right strategies, you can build a brand that reflects your expertise, values, and vision. From crafting a compelling name to cultivating your reputation through thought leadership, every decision matters.

Let us help you bring your vision to life. Contact us to refine your firm’s name, develop a cohesive brand strategy, and design your visual identity—including logos, marks, and a standout website—that sets your firm apart for the long term.