In Part 3, we discussed how Chris Clark launched CLARK.LAW’s marketing efforts and overcame his initial hesitations about blogging. Now, we’ll explore how content marketing contributed to the firm’s growth, focusing on attracting and retaining clients. We’ll also look at the challenges Chris faced in expanding his team.
The Growth of CLARK.LAW
Chris started with just himself and a part-time paralegal, making his first significant hire with a virtual legal assistant. Through building his network, delivering quality work, and consistent marketing, his biggest challenge became finding the right people to join his team.
Hiring has been a significant hurdle. In late 2016, he hired a virtual attorney, which didn’t work out. By 2018, the volume of work warranted hiring an attorney for copyright and trademark cases. This hire, referred by a colleague, became invaluable to the business. The team now includes two lawyers and four staff members, with plans to hire a third attorney.
Organic Growth and Planning
CLARK. LAW’s growth has been organic. The firm sets goals, makes business plans, hires coaches, and prepares budgets. However, Chris acknowledges that the future rarely unfolds as planned. He has learned the most about his business through this organic growth, focusing on his team, clients, and financials.
Despite having consistent revenue growth, Chris thought his firm would be larger by now. He’s at a comfortable stage but recognizes that reaching the next level will require updating systems and significant effort. He’s eager to tackle this challenge with the right team in place.
Challenges of Growing Even Larger
A key challenge is deciding whether to focus on commodity-type transactions or businesses with recurring legal needs. Each path has its appeal. The former lends itself to a more systems-based approach, requiring a pipeline of new clients. The latter involves nurturing ongoing relationships but requires a capable team to handle the workload.
Chris gets referrals from both types of clients, which is a natural consequence of doing quality work. However, too much work can be as problematic as not enough. Chris is concerned about ensuring nothing falls through the cracks, keeping him up at night.
Lessons Learned
Content marketing has played a crucial role in their organic growth, helping attract and retain clients while expanding the team. Chris’s focus on quality work and nurturing relationships has laid a solid foundation for future growth. In the final part of our series, we’ll discuss the overlooked element of raising rates and why CLARK.LAW doesn’t prioritize other marketing strategies like SEO.
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