As lawyers, many of us take anyone who walks in the door because we need the money to pay the bills, and we don’t have a better option. However, in addition to creating stress, being a “door lawyer” can be detrimental to your success. It spreads you thin, leaves you constantly wondering where the next client is coming from and unable to truly provide a top-notch service you can believe in fully.
One of the concepts we teach our lawyers is to focus in on a specific niche or practice area. This way you can serve clients in terms of their specific needs and create a streamlined, systematized practice that supports you to have a life you love while providing top-notch service to your clients.
Here are some questions to ask yourself in determining which niche is a great fit for you:
1) Do you prefer variety or repeating the same types of cases?
Neither is better than the other, it’s just a matter of what’s right for you based on personal preference.
2) What types of people do you have an affinity with?
For example, do you love sports and think it would be great to spend time with sports teams and players? Then think about serving that industry and how you can best benefit them. If you love fashion, maybe you can shift your focus onto the fashion industry and the issues they face. Do you love families? Then estate planning is the perfect niche for you.
Make a list of the industries and people you love and determine which ones you would like to really work with.
3) Determine how you can help these people
Once you have selected the people and industry they belong to, start thinking about what these people really need. For example, let’s say you are a fairly new mom and really involved with groups of mothers. You could begin looking at what this group really needs in terms of preparing to leave their assets ready in a way that creates a legacy for the children later on.
Consider focuses such as immigration, bankruptcy, estate planning, or business planning. If you are already well trained in one of these areas, look at focusing on what you know until you have a steady stream of clients engaging your services.
Find ways to educate your community on topics you know well, covering every forum you possibly can: newspaper/community papers, in-person meetings/talks with a wide variety of community members, groups, direct mail, social media. Reach out to every channel possible.
4) Consider additional areas to address
Once you’ve become known in the community as an expert in your practice area, consider which additional practice areas to add to your list of services. This will leverage your relationship with existing clients and their families who need other services and would much prefer to stay with you rather than seeking out another law firm.
By building out your law practice business model this way, you can have the practice area variety you desire. By building it systematically, you’ll avoid becoming a door lawyer with no systems or expertise, and instead show up as a highly trained, skilled counselor who serves clients on a much higher level.
Are you ready to create the law practice of your dreams? Start here: