1. How to Build a
Modern Law Firm
Presenters: Emma Raimi-Zlatic and Amy Grubb

2. Sr. Affinity Partnerships Manager, Clio
● University of Houston Law Center, JD
● The University of Texas at Austin, BA
● Worked for an international estate planning
law firm
● Founded an attorney recruiting company
● Worked for legaltech companies
2
Emma Raimi-Zlatic
TODAY’S SPEAKER

3. Lawyer & Legal Consultant, Grubb Legal Consulting
● University of Detroit Mercy, JD
● University of Windsor, JD
● Founded virtual solo legal practice
● Help other attorneys go solo
● Clio Certified Consultant
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Amy Grubb
TODAY’S SPEAKER

4. 4
Agenda
● Essentials for starting/running a modern law firm
● Strategies for building & marketing your unique firm brand
● Tips to implement a specialized intake experience
● How to leverage technology to grow your firm
● Q&A
● CLE / CPD Info

5. Poll: What areas of starting or running a law firm
are you looking to learn more about?
1. Creating a Business plan
2. Budgeting
3. Branding
4. Marketing
5. Client acquisition / Intake
6. Technology
7. Other
5

6. Essential for a
Modern Law Firm

8. 8
Write a Business
Plan
➔ Write executive summary
➔ Write firm description
➔ Conduct market analysis
➔ Highlight your experiences and what sets
you apart
➔ Select your practice area and the services
youʼll offer
➔ Outline marketing strategy

9. 1. Brainstorm your firmʼs expenses
2. Project your revenue
3. Document and track your budget
Create a Budget
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Make it Official
✓ Choose a name
✓ Design a logo
✓ Form a legal entity
✓ Get a bank account
✓ Purchase insurance
✓ Confirm licensing and compliance
requirements

11. Naming your Firm
*Your law firm name canʼt be misleading.
ABA Model Rule 7.5: Originally outlined naming rules (deleted in 2018)
Donʼt use:
● “And Associates” if there are no actual associates at your firm.
● “Partners” or “Group” if youʼre a sole proprietor.
● Celebrity names if they are not actively practicing law with your firm.
● State or jurisdiction names if you are not a public legal aid agency.

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— Allen Rodriguez, Founder at ONE400
I generally recommend using a trade name if your state allows
it. Your firm can state specifically who they serve and will
stand out in your marketing and advertising efforts. For
example, Counsel for Injured Workers or The Lemon Law
Attorneys. The second benefit is that it helps you build a brand
around your firm’s services and not you specifically.

13. Building &
Marketing your
Unique Firm Brand

14. Matching your Business Plan to your Vision
Personal Considerations:
● Income
● Family
● Free time
● Hobbies
● Location
Why do you want to build a law firm in the first place?
Think 5 years down the road. What is your vision both professionally and personally?
Then match your business plan with your vision.
Professional Considerations:
● Location
● Type of office
● Revenue
● Profit
● Client work
● Team members
● Reputation
● Awards
● Accomplishments
● Working hours

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Whether you think
you can or you can’t
- you’re right.
— Henry Ford

16. Determine who your ideal client is (and match that to your firm brand). Consider factors like:
● Demographics
● Lifestyle
● Problems
● Your Impact
Selecting your ideal client will determine where you market.
Select your Ideal Client
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What are their
demographics?
● Age
● Sex
● Race
● Occupation
● Marital status
● Location
● Household income
● Children
● Education

18. 18
Where do they hang out?
What are their hobbies?
Where do they go on vacation?
Where do they shop?
What are the top 3 apps on their phone?
What is their
lifestyle like?

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What problems do
they have?
What problems do they have that
you can help solve?
What keeps them up at night?
What would make their problems better?
How would they feel if their problems were solved?

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How can you help?
What makes your legal services unique?
Why would they choose your firm?
How will your services impact them?
How will they feel after?

21. Build your Brand with Social Media
➢ Understand what certain social media platforms are best used for
○ Example: LinkedIn (networking and referrals), Facebook (client and attorney groups), Instagram (advertising)
➢ Choose the best social media platform(s) to be on for your law firm
➢ Provide value on these platform(s) by sharing content that resonates with your ideal client
➢ Engage with your audience regularly
➢ Measure your ROI

22. Additional Ways to Promote your Firm
1. Website
2. SEO
3. Networking
4. Referrals
5. Social media
6. Community
7. Google ads
8. Email newsletter
9. Reviews/testimonials
10. Google my business
11. Publications - blogs, podcasts, webinars
12. Collaborations with other service providers
Donʼt forget to measure your ROI!

23. Implementing a
Specialized Intake
Experience

24. Why Spend Time on your Intake Process?
Itʼs important for firms to spend quality time in developing a sustainable, repeatable and automated intake
process to ensure the future success of their firm. A well developed intake process results in:
● Saved time long-term: Time spent now on creating streamlined intake process reduces time spent on
conducting each step of the intake process later on
● Reduced potential errors: Creating an automated intake process helps avoid duplicate data entry and lost
intake information
● A better client experience: Clients will be more satisfied with their interactions with your firm if their intake
process runs smoothly and conveniently
● Increased revenue: An easily repeatable, scalable intake process helps firms save time on administrative
tasks and focus on converting more clients

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Map out
internal
operations &
workflows
Create a
sustainable,
repeatable
client intake
process
Select the
right legal
software
Implementing Intake Systems & Processes
Step 1 Step 2 Step 3

26. 1. Map out Internal Operations & Workflows
Consider questions like:
● What are my working hours?
● How should I send and receive mail?
● Where will I have client meetings?
● How will I keep client information secure?
● Who works at my firm and what are their responsibilities?
● When are tasks performed?

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Sample Intake Workflow Map
New PNC
Comes in VIA
Website
Add to CRM Qualify Lead
Schedule
Consult
Sent Intake
Form
Step 1 Step 2 Step 3 Step 4 Step 5
Conduct
Consult
Send
Engagement
Letter
Sign
Engagement
Letter
Add to
Marketing List
Step 6 Step 7 Step 8 Step 9

28. 2. Create a Sustainable,
Repeatable Client
Intake Process
Client-Centered Process: Create a great client experience by
meeting expectations
Consider questions like:
● When in the intake process should we talk about fees?
After or before prescreening?
● When should I send invoices?
● What channels will I offer communication through? Just
email and/or phone?
● What about social media or live chat?
● Will I charge for consultations?
● How will clients book meetings with my firm?
*Tip: Be receptive to feedback
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29. New Client
Expectations
Tech-enabled forms of communication have become a standard expectation among
consumers of legal services—including video conferencing in particular, as well as text
messaging, secure portals, mobile apps, and most notably, online payments.
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The more a lawyer
can introduce a
client to the legal
process and the
options available
to them, the more
likely they are to
find more efficient
solutions that will
benefit both the
client and the
firm.

31. ● Find tools that meets your workflow needs
● Search for an all-in-one platforms
● Vet for security and encryption
● Evaluate cost compared to ROI
● Ensure tools are cloud-based
3. Select the Right Legal Software
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32. 32
CLE Participation Poll
*Required for CLE Credit
You must click “Yes” to verify
your attendance during this
program for CLE purposes

33. How to Leverage
Technology to
Grow your Law Firm

34. Tech Competence
MRPC 1.1, Comment 8: Maintaining Competence
To maintain the requisite knowledge and skill, a
lawyer should keep abreast of changes in the law
and its practice, including the benefits and risks
associated with relevant technology, engage in
continuing study and education and comply with
all continuing legal education requirements to
which the lawyer is subject.
*39 States Have Adopted the Duty of Technology
Competence (Source: LawSites)

35. Key technologies adopted by growing firms:
1. Practice Management Software
2. Client Intake & CRM Software
3. Online Payment Solutions
4. Cloud-based document storage
5. Secure Client Portal
6. Reporting tools
Key Technology to Spur Law Firm Growth
Results of adopting these specific technologies:
● Enhanced firm efficiency
● Improved client service
Source: 2021 Legal Trends Report

36. Cloud-based Practice
Management Software
Helps firms keep matters and client information organized, track time and
expenses, create calendar events, send invoices, and more.
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37. Client Intake &
CRM Software
Makes tracking potential clients easier and helps streamline the intake process.
Growing firms are 46% more likely to use client intake and CRM solutions.
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38. Online Payment
Solutions
Offers clients the ability to pay their bills quickly and easily from anywhere.
Growing firms are 37% more likely to use online payments.
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39. Cloud-based
Document Storage
Helps firms access and store important documents from wherever they are working.
Popular cloud-based solutions include Clio Drive, OneDrive, Dropbox, and Google Drive.
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Clio Drive
With Clio Manageʼs effortless new virtual drive feature, Clio
Drive, you can securely create, access, edit, store, and
collaborate on documents without ever leaving your
desktop.
● Access Clio files from the familiarity of your desktop.
● Move files/folders via drag and drop.
● Email Clio files directly from your desktop.
● Create, preview and upload new documents directly
from desktop.
● Automatically sync changes made on your desktop to
the cloud.
● No extra costs for Boutique and Elite users.
k
Visit clio.com/web/drive to learn more.

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Helps keep documents, sensitive communications, and invoices more secure and confidential.
● Growing firms are 41% more likely to use client portals
● Client portal adoption has fluctuated over time
Secure
Client
Portals

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Provides access to information and insights that help firms assess how their business is performing, and,
consequently, focus more of their attention on planning for long term growth.
● Growing firms are twice as likely to use reporting tools than shrinking firms
● Use of reporting tools correlates with increased revenue growth
Reporting
Tools

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Tracking key indicators of the use of my time gives me clarity
that helps me better understand the needs of my clients and my
practice. This clarity helps me identify areas of focus and
opportunities for improvement. Finally, the ability to track
progress over time offers motivation and encouragement as I do
the work of serving my clients.
— Heidi, Estate Planning (2021 Legal Trends Report)

43. More Key Tech for Running a Firm
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1. The basics (ex. Internet, laptop, monitor, headphones, webcam, portable printer/scanner, e-filing, VPN, company
website w/ contact form)
2. Email (ex. Gmail, Office 365)
3. Internal communication software (ex. Email, Slack, Microsoft Teams)
4. Video conferencing software (ex. Zoom, GoToMeeting, Google Hangouts)
5. VoIP phone provider (ex. Vonage, Corvum, Nextiva, Jive)
6. Virtual receptionist services (ex. Ruby Receptionist, Smith.ai, Answer1, and others)
7. Document management & E-Signatures, cloud-based (ex. Lawyaw Netdocs, WealthCounsel, DropBox, Docusign,
HelloSign)
8. Case management software, cloud-based (ex. Clio Manage)
9. CRM & client Intake software, cloud-based (ex. Clio Grow)
10. Secure client portal (ex. Clio Connect in Clio Manage)
11. Online payment services (ex. Clio Payments)
12. Accounting software (ex. Quickbooks, Xero)
13. Legal research software (ex. Fastcase, Practical Law, Westlaw)

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Additional Resources
and Questions

45. Clio Manage
Legal practice management software
Our most popular product—the industryʼs leading solution
to help manage clients, organize cases, and automate
tedious tasks and month-end billing.
Clio Grow
Client intake and legal CRM software
Standardize the client intake process with online intake
forms, email automation, and e-signatures to build strong
relationships, and get powerful data insights to grow your firm.
The Clio Suite
Legal practice management, client intake and CRM software.
Get unmatched performance with Clio Suite, the industryʼs
only end-to-end software solution for your firm. Visit clio.com/pricing to learn more.
Clio’s Offerings

46. Clio Payments
Clio Manageʼs new online payments platform makes it easy for
your clients to pay online using a credit card, debit card, or
eCheck—without the need for a third-party payment processor.
Clio Drive
Securely create, access, edit, store, and collaborate on
documents without ever leaving your desktop.
Clio for Clients
Clio for Clients, Clioʼs new secure client portal allows you to
streamline communication with your clients.
Text Notifications and Reminders
Use text notifications and reminders to avoid the costly
no-shows and unnecessary administrative overhead that comes
with organizing client meetings.
Visit clio.com/features/whats-new to learn more.
What’s New In Clio

47. Polls for Non-Clio and Clio Customers
Poll 1: For Non-Clio Customers
Would you like to learn more about Clio?
a. Yes, I would like to learn more
about Clioʼs Suite of products
b. No, Iʼm not interested
c. No, Iʼm already a Clio Customer
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Poll 2: For Clio Customers
Would you like to learn more about:
a. Adding Clio Grow to
streamline client intake
b. Adding Clio Payments
c. No, Iʼm not interested
or I already use Clio Grow

48. Upcoming Webinars
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● Building a Successful Law Firm Series (Jan - May, 2022)
● CLE-Eligible Webinar, Feb. 8: Get Paid Faster: Everything Your Law Firm
Needs to Know about Automated Billing and Collections
● Cloud Cloud Conference: Oct. 10 - 11, 2022 in Nashville, TN
● All Upcoming Webinars & Content:
Clio.com Resources Page

49. CLE / CPD Information
To qualify for credit, you must:
1. Be logged in on your own device under the email/name you registered with
(cannot share logins).
2. Attend the entire live webinar.
3. Participate in the polls during the live session.
*If you have met the participation requirements, you will receive a personalized
CLE/CPD affidavit from mcle-clio@americanbar.org for the webinar you attended
to completion. Please check your spam or junk folders as these emails often end up
there. Please note you have to fill out an affidavit for each individual webinar. Once
you complete the affidavit, you will be able to download your certificate(s) of
attendance and they will be emailed to you as well from
mcle-clio@americanbar.org.

50. 50
Questions