Refer to Scale: Using SEO to Make Smart Moves and Manage Risks With the Growth of Your Firm

Scaling a contingency fee-based firm requires a well-orchestrated blend of resources, strategic moves, and growth tactics. At times, it can feel like a leap of faith, but it doesn’t have to be a blind leap.

In this guide, I will share my thoughts on how to leverage case referrals blended with strategic Search Engine Optimization (SEO) to expand your firm across office locations, staff, and even practice areas. Let’s get to it!

1. Leverage Capabilities Through Case Referrals
   • Begin by identifying firms within your network that complement your practice. Partnering with these firms enables you to focus on your current strengths while expanding your service range through referrals. These strategic partnerships not only enhance your capabilities but also lay the foundation for your future SEO roadmap.
2. SEO Strategy Mapping: Specific Goals & Content Planning
   • Align your SEO strategy with your newly defined goals. Create a content plan that focuses on the areas you wish to grow, whether that be in a new city, a new practice area, or a combination of both. Develop comprehensive webpages and blog articles for these newly targeted SEO objectives.
3. Collaborative Content for SEO Boost
   • Extend your referral relationships beyond cases and engage in co-authored content and backlink sharing. This will not only broaden your online presence but also bolster your SEO performance. Search engines recognize this synergy, contributing to your enhanced search visibility.
4. Geographic Expansion: Establish SEO Footholds
   • Establish a foundation in any city you wish to expand your presence in by building up your SEO authority and establishing an online presence. You can also collaborate with your referral partners in different regions to leverage their local insights. These strategies allow you to better serve your clients and lay the groundwork before you invest in a new brick and mortar location.
5. Add New Practice Areas Strategically
   • Taking on new practice areas is a strategic move for growth. However, it often requires additional staff. To begin this endeavor, incorporate these new areas of interest into your SEO strategy by cherry-picking select cases and referring others to firms specializing in those fields. This approach allows you to mitigate risk while confidently building the authority and revenue stream to support future onboarding of new team members.

Scaling your law firm requires a strategic approach that encompasses expertise, collaboration, and a little bit of SEO finesse. By following this guide, you’ll be better equipped to grow your firm without overextending your resources by leveraging referral partnerships. Remember, it’s not just about scaling up—it’s about navigating the growth path with finesse, all whilst establishing your firm’s digital footprint to develop your online presence in these new frontiers!

Stay tuned to further installments of my Sweet on the Street blog as I travel to major legal industry events and conventions around the nation and write about some of the most common questions I receive.