How to Stand Out as a New Solo Attorney

By Melanie Fischer

When it comes to standing out from the crowd as a new solo attorney, one of the most important factors is differentiation. How are you different from every other solo attorney that practices in the same area of law as you do?

Many sought-after solo attorneys have developed an effective marketing strategy that promotes their firm as being ready and able to provide a service that is superior to that of their competitors. This type of marketing approach can be implemented in a number of ways.

If you are looking to stand out as a new solo attorney, try some of these tactics:

Offer a free initial consultation. Some solo attorneys offer a free initial consultation to prospective clients whereas others do not. Offering a free consultation will not necessarily differentiate you from every other solo attorney out there, but it will certainly place you in a more attractive category. For some people, a free consultation can yield valuable results: It can prompt them to choose you over an attorney who charges a consultation fee.

Provide valuable information on your website and/or through social media. When people are in need of legal advice and guidance, they often scour the Internet for a solo attorney with an eye-catching website. An aesthetically appealing website gleaming with useful information, such as Q&As, helpful tips and in-depth information about a specific area of law, is guaranteed to capture their attention. If your website is helpful, prospective clients are more likely to assume that you, as an attorney, will also be helpful. The same is true for your social media accounts. If you share pertinent information with your followers on social media, you will be regarded as an engaged and well-informed solo attorney.

Participate in volunteer opportunities that provide you with exposure to prospective clients. The greater your exposure is to the public, the more likely that people will recognize the name of your firm. Being in the public eye is a good thing. The more people there are that know of you,  trust you and understand the services that your law firm provides, the larger your pool of prospective clients will become.

Don’t be quiet. The quietest person in the room is hardly ever noticed. If you are a solo attorney looking to stand out from the crowd, it’s important to make yourself noticed—in a positive way. If you voice your opinion and emphasize how your solo law firm is unique, including the caliber of service that it provides, you will be remembered and will have a better chance of becoming the “go-to” attorney when legal issues arise.

Unless you practice in an area of law that is so unusual that almost nobody has heard of it, you will undoubtedly have competition from other solo attorneys practicing in the same area of law. Given this reality, what is the best way to encourage prospective clients to choose you over other attorneys who are practicing in your vicinity? When you stand out from the crowd because you provide something different and better than what your competitors do, clients will be inclined to retain your services. Differentiation is important for any small business and solo law firms are no exception. As long as your differentiation factor(s) are valued by your prospective clients, you will have the upper hand when aiming to stand out from the crowd.

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